2011, Westlake Village, California

Wednesday, July 29

9:00 Plenary: Berries & Gut health/Gut Microflora, Chair: Jess Reed, University of Wisconsin‐
Madison
9:15 Black Raspberry Powder Suppresses Intestinal Ulceration by Altering Pro‐inflammatory Signaling
Daniel Rosenberg — University of Connecticut
9:45 Polyphenolics and the Gut Immune System, Dhanansayan (Dhanu) Shanmuganayagam, University of Wisconsin, Madison
10:15 Break
10:30 Cranberry Proanthocyanidins: Natural Weapons Against Tissue and Bone Destruction Associated with Periodontal Disease, Daniel Grenier, University of Laval, Canada
11:00 Bioactive Berry Pigments: Uptake and Transformations in the Gastrointestinal Tract, M. Mónica Giusti, The Ohio State University
12:00 Lunch: Salon C, D
4:00 California Berry Health Closing Event (Buses load at 3:30)

What Berries & Health Mean for YOU!

Get The Knowledge to Make the Most of Recent Berry Health Benefit Research

1. Learn what gives the dietary intake of raspberries, blackberries, blueberries, strawberries and cranberries a positive effect on human disease prevention.
2. Meet and network with others involved in nutrition and health.
3. These sessions will give your company a strategic edge in knowing how to best communicate why berries are an important part of a healthy diet.
4. All one-day attendees will also be able to take part in the main symposium on Monday and hear first hand the latest Berry Health Research.

Four Exciting Sessions:

9:00 – 10:00 Berryology 101: Berry Health Terminologies for Beginners
Dr. Navindra Seeram, University of Rhode Island: Don’t know your anthocyanins from NFKappaB? Confused about inflammation and what it does in the body and how berries can help? To speak and write effectively on why berries are beneficial to human health, you must first understand the terminologies used by scientists to explain how berries impact the human body. Dr. Navindra Seeram, assistant professor of biomedical and pharmaceutical sciences in URI’s College of Pharmacy, will present a primer for everyone interested in learning how to explain the scientific research being done with berries to a mass-market audience. Attending this session will give you the basic background, knowledge, and skills to translate current research findings into language easily understood by a layperson.

11:15 – 12:15: Berry Health Trends and Their Impact on the Berry Industry
Dr. Britt Burton-Freeman, University of California, Davis
Lucinda Wisniewski, Product Design Group
Mark Crowell, CuliNex
How can industry bridge the “opportunity” gap between science and the consumer? Panel members including representatives from research, manufacturing, marketing and food service will provide approaches, examples and experiences of the role research science plays in their efforts to deliver novel, healthy food to consumers. Learn how research into health and berries translates to a new energy bar or a gourmet dinner at a high-end restaurant.

1:30 – 3:00 Marketing to the Berry Health Message
Susan Davis, Wild Blueberry Commission
Jennifer Grossman, Dole Foods, Inc.
Tom Krugman, Washington Red Raspberry Commission
Chris Christian, California Strawberry Commission
Wendy Bazilian, Nutrition Consultant and Writer, Bazilian’s Health, San Diego, CA, US Highbush Blueberry Council
Martin Starr, Cranberry Institute
Cat McKenzie, Oregon Raspberry & Blackberry Commission.
What tools do successful marketing programs use to highlight the Berry Health message? Consumer interest in diet and health is at an all time high. How have large and small organizations taken the message of berry health and built a forward thinking marketing program that educates and enhances consumer understanding of the importance of this message. Learn how these groups have reached out to both the manufacturing sector and the consumer marketplace to craft a strategy that has brought sales and profits to growers and packers.

3:30 – 4:30: Food Labeling — Highlighting the Health Message with Federal Guidelines Leslie Krasney, Keller and Heckman LLP, Marco Esteves, FDA. Learn how to meet Federal Regulations Regarding Health Claims for Your Products. You’ve mastered the terminology of berries and health, you have worked with your R&D team to craft a product that delivers nutrition plus great taste to the consumer and you have assembled a top notch marketing team to get the word out. Don’t even think about labeling that product until you have learned how to meet the federal regulations governing label laws. An up close and personal session with representatives of the FDA to help answer your questions on what not to say!

California Berry Health — Closing Event

Wednesday June 29, 2011 – 3:30 p.m.

The hub of California’s berry growing region just north of Los Angeles is the Oxnard area, a spectacular location in southern California with a temperate year-round climate that is perfect for growing berries: strawberries, blueberries, raspberries and blackberries. The area attracts visitors from the world over for its distinctive beauty and history.

Join the California Berry Health Closing Event for an insider’s look at growing this most popular category of fruit. With more than 43,000 berry acres under cultivation in the state, California is one of the largest growers of US berries. We will ride through the area around Oxnard and view the fields, before arriving at the Herzog winery for wine tasting, winery tours, a reception and a closing dinner. A dinner presentation by Mark Bolda, a University of California Farm Advisor specializing in Caneberries & Strawberries will give an overview of production and growing advances being made by California farmers and processors.

We will complete the day with a gourmet dinner at Tierra Sur Restaurant, inside Herzog Wine Cellars new state of the art winery. Chef Todd Aaron, formerly of the Zuni Cafe in San Francisco and Savoy in Manhattan, continually strives to bring the best local produce and ingredients to his Mediterranean influenced seasonal cuisine. Tierra Sur received the 2009 Open Table Diner;s Choice Award for best restaurant in the San Fernando Valley/Ventura area.