Workers sort through the crop at OOB Organic, Omaha. Photo / Ted Baghurst
Workers sort through the crop at OOB Organic, Omaha. Photo / Ted Baghurst
Nutrition: Blueberries, it turns out, are the breakthrough rock stars of the fruit world.
As recently as 2001, when Robert and Shannon Auton bought their blueberry orchard in Omaha, "New Zealanders weren't quite aware of blueberries, and demand was almost non-existent," Robert recalls.
But as the numerous health benefits of this veritable superfruit became known, global demand soared, and New Zealand followed suit. The domestic blueberry market grew from $1.5 million to $10 million over a ten-year period.
The Autons were ahead of the curve. They decided from the outset to go organic, to set themselves apart. It proved a smart choice, as supermarket produce managers soon reported that when prices were similar, consumers preferred their Omaha organic berries (now branded as OOB) over those conventionally grown.
Last year the Autons sold a whopping 100 tonnes of frozen blueberries; the business has grown so much that they have to buy in more organic fruit from other growers, and employ the equivalent of 25 full-time staff themselves.
It's not letting up. "Currently we're seeing demand, especially for processed berries, go through the roof," Robert says.
The majority of OOB's own harvest is eaten within New Zealand - fresh in season from Auckland supermarkets where they are so popular they restock twice a week; frozen; or in their range of certified organic ice creams.
Why the hype? Every year, more studies come out about the vast health benefits. Blueberries contain higher levels of antioxidants than almost any other food. In simple terms, antioxidants are the good molecules that neutralise dangerous free radicals and oxidants before they can damage our cells, thus protecting us from an array of diseases.
Both antioxidants and free radicals are naturally produced by the human body - but modern living supplies a hefty dose of added free radicals from fried foods, cigarette smoke, air pollution and more. Therefore, many health professionals recommend eating plenty of antioxidant-rich foods for a longer, healthier life.
Blueberries are particularly known for high levels of one powerful antioxidant class: anthocyanins. Medical research has credited blueberries with preventing heart attacks; improving brain function; and slowing tumour growth, with anthocyanins the cause.
One US government study found that organic blueberries had significantly more antioxidants than conventionally grown berries, including higher levels of anthocyanins.
Closer to home, in a 2012 collaboration between Massey University and Plant and Food, researchers found that when athletes drank smoothies from Northland New Zealand blueberries, their muscles recovered faster from strenuous exercise.
Robert and Shannon Auton sold 100 tonnes of frozen blueberries last year. Photo / Ted Baghurst
As interest grows, a fruity array of products have emerged - everything from blueberry facials and shampoos, to what OOB's Robert Auton reckons is the oddest he's seen so far: a bottle of mauve-coloured blueberry mustard he received as a gift.
But for someone with virtually limitless personal berry access that the rest of us might drool over, his eating recommendations are simple - he has a generous serving in his cereal each morning, fresh or frozen depending on the season.
And his favourite way to eat them? "Raw," he says, without a moment's hesitation. "Raw off the bush has to be the best."
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