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2. The Literature review2.1 Introduction to superfoods2.1.1 Superfoods in today’s worldSuperfoods are foods that owe their popularity to their unique nutritional properties ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"d0pVQo4w","properties":{"formattedCitation":"(Butterworth et al., 2020)","plainCitation":"(Butterworth et al., 2020)","noteIndex":0},"citationItems":[{"id":1001,"uris":[""],"uri":[""],"itemData":{"id":1001,"type":"article-journal","container-title":"Gastronomica","issue":"1","note":"ISBN: 1529-3262\npublisher: University of California Press","page":"46-58","title":"What Is a Superfood Anyway? Six Key Ingredients for Making a Food “Super”","volume":"20","author":[{"family":"Butterworth","given":"Melinda"},{"family":"Davis","given":"Georgia"},{"family":"Bishop","given":"Kristina"},{"family":"Reyna","given":"Luz"},{"family":"Rhodes","given":"Alyssa"}],"issued":{"date-parts":[["2020"]]}}}],"schema":""} (Butterworth et al., 2020). Superfood is a brand word for food intended to offer medical benefits from an extraordinary abundance of nutrients. Blueberries are one of the most common and quite well-known superfoods; Blueberries are also abundant in many antioxidant properties which have been shown to avoid and overcome age-related properties and memory loss in rats. Antioxidants are substances that prevent dangerous free cells ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"ZLfgjL30","properties":{"formattedCitation":"(Malin et al., 2011)","plainCitation":"(Malin et al., 2011)","noteIndex":0},"citationItems":[{"id":1002,"uris":[""],"uri":[""],"itemData":{"id":1002,"type":"article-journal","container-title":"Nutrition","issue":"3","note":"ISBN: 0899-9007\npublisher: Elsevier","page":"338-342","title":"Short-term blueberry-enriched diet prevents and reverses object recognition memory loss in aging rats","volume":"27","author":[{"family":"Malin","given":"David H."},{"family":"Lee","given":"David R."},{"family":"Goyarzu","given":"Pilar"},{"family":"Chang","given":"Yu-Hsuan"},{"family":"Ennis","given":"Lalanya J."},{"family":"Beckett","given":"Elizabeth"},{"family":"Shukitt-Hale","given":"Barbara"},{"family":"Joseph","given":"James A."}],"issued":{"date-parts":[["2011"]]}}}],"schema":""} (Malin et al., 2011). They are also gluten-free and are free of preservatives, additives, flavor enhancers, colorings, and fillers. The superfood industry has increased significantly over the past few years. Despite significant changes in the way these superfoods are consumed and produced, there are still barriers in communication, marketing, and research and development (Chiru, 2011).The danger nowadays with this type of product is to fall into an unethical marketing strategy. Companies are boasting the benefits of products without having significant scientific proof and knowledge about the product itself. Simple food products are often termed as superfoods in an attempt to gain some financial benefits ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"ERlGgvfa","properties":{"formattedCitation":"(Pravst, 2012)","plainCitation":"(Pravst, 2012)","noteIndex":0},"citationItems":[{"id":1003,"uris":[""],"uri":[""],"itemData":{"id":1003,"type":"article-journal","container-title":"Scientific, health and social aspects of the food industry","note":"publisher: Intech: Rijeka, Croatia","page":"2?46","title":"Functional foods in Europe: A focus on health claims","volume":"25","author":[{"family":"Pravst","given":"Igor"}],"issued":{"date-parts":[["2012"]]}}}],"schema":""} (Pravst, 2012).Chiru (2011) explains that the most critical challenge for the food industry, especially for these niche products, is traceability. For this reason, companies specializing in superfood should produce locally to increase customer acceptance of these products.Goel and Chaturvedi (2012) explain, from a more scientific point of view, that the food we consume will influence what our cells receive, and therefore affect our vitality and our health. As consumers have become more aware of healthy eating, superfoods are emerging as a promising and inexpensive way to prevent certain proposed cancers without any scientific proof.This has already been demonstrated that the fruit of a?aí has strong antioxidant activity but the possible health implications of this are yet to be verified in organisms ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"aOHWn4Z6","properties":{"formattedCitation":"(Lichtenth\\uc0\\u228{}ler et al., 2005)","plainCitation":"(Lichtenth?ler et al., 2005)","noteIndex":0},"citationItems":[{"id":1004,"uris":[""],"uri":[""],"itemData":{"id":1004,"type":"article-journal","container-title":"International Journal of Food Sciences and Nutrition","issue":"1","note":"ISBN: 0963-7486\npublisher: Taylor & Francis","page":"53-64","title":"Total oxidant scavenging capacities of Euterpe oleracea Mart.(Acai) fruits","volume":"56","author":[{"family":"Lichtenth?ler","given":"Ramona"},{"family":"Rodrigues","given":"Roberta Belandrino"},{"family":"Maia","given":"José Guilherme S."},{"family":"Papagiannopoulos","given":"Menelaos"},{"family":"Fabricius","given":"Heinz"},{"family":"Marx","given":"Friedhelm"}],"issued":{"date-parts":[["2005"]]}}}],"schema":""} (Lichtenth?ler et al., 2005). Apart from that Lynn A et al. (2012) stated that Pomegranate fruit studies have indicated that in healthy individuals, it can reduce blood pressure in the immediate future and reduce the risk of stroke ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"pZKIEsH6","properties":{"formattedCitation":"(Lynn et al., 2012)","plainCitation":"(Lynn et al., 2012)","noteIndex":0},"citationItems":[{"id":1005,"uris":[""],"uri":[""],"itemData":{"id":1005,"type":"article-journal","container-title":"Plant foods for human nutrition","issue":"3","note":"ISBN: 0921-9668\npublisher: Springer","page":"309-314","title":"Effects of pomegranate juice supplementation on pulse wave velocity and blood pressure in healthy young and middle-aged men and women","volume":"67","author":[{"family":"Lynn","given":"Anthony"},{"family":"Hamadeh","given":"Hiba"},{"family":"Leung","given":"Wing Chi"},{"family":"Russell","given":"Jean M."},{"family":"Barker","given":"Margo E."}],"issued":{"date-parts":[["2012"]]}}}],"schema":""} (Lynn et al., 2012).Webb et al. (2008), further said that These are also major cardiovascular risk factors. Beetroot has been suggested as a heart-healthy superfood, much like pomegranate. Its nitrate levels are asserted to be transformed by the stomach into nitric oxide that has been shown, among other features, to reduce the blood pressure and a proclivity for blood clotting ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"OvTAzDBc","properties":{"formattedCitation":"(Webb et al., 2008)","plainCitation":"(Webb et al., 2008)","noteIndex":0},"citationItems":[{"id":1006,"uris":[""],"uri":[""],"itemData":{"id":1006,"type":"article-journal","container-title":"Hypertension","issue":"3","note":"ISBN: 0194-911X\npublisher: Am Heart Assoc","page":"784-790","title":"Acute blood pressure lowering, vasoprotective, and antiplatelet properties of dietary nitrate via bioconversion to nitrite","volume":"51","author":[{"family":"Webb","given":"Andrew J."},{"family":"Patel","given":"Nakul"},{"family":"Loukogeorgakis","given":"Stavros"},{"family":"Okorie","given":"Mike"},{"family":"Aboud","given":"Zainab"},{"family":"Misra","given":"Shivani"},{"family":"Rashid","given":"Rahim"},{"family":"Miall","given":"Philip"},{"family":"Deanfield","given":"John"},{"family":"Benjamin","given":"Nigel"}],"issued":{"date-parts":[["2008"]]}}}],"schema":""} (Webb et al., 2008).Eradicating Undernutrition is the basic goal of many health organizations and many advocates of superfoods believe that these under nutritional abilities can be eradicated through their use. Furthermore, today's uninformed consumer, who is not well informed about food waste, is himself fueling this overproduction. The only solution is to find food alternatives, which can fulfill all necessary food requirements such as vitamins, carbohydrates, and proteins, and many believers of superfoods assert that it is the right solution to do so. Canter (2010) proposes that complementary medicine is as critical as general medicine. Through exercise regimes such as yoga and the consumption of superfoods, it is possible to improve our inner health. These superfoods are exciting and intriguing, but the book below shows us that the consumer is not yet familiar enough with this type of alternative therapy. On social networks, we see more and more young entrepreneurs promoting healthy food. So, there is a fight between junk food and green food. Sikka (2019) sheds light on the role of these foods as markers of identity. This article focuses more on how these superfoods are exposed to social networks. Both their visual aspects are considered as sellers as well as their texture that can intrigue such as goji berries, chia seeds, and maca powder. There is an increasing number of co0nsumers who are concerned about their health and thus we need to identify them and reach them.There are both positives and negatives of every matter if on one hand this type of promotion on social networks is believed to increase the pain of people who are uncomfortable with their bodies, on the other hand, it will provide opportunities to people who are concerned about their nutrition and health. Nowadays, and especially among young people, the image of self is precious, the challenge in promoting these superfoods and being able to sell the benefits of these products without making the consumer feel guilty and creating a war between the "healthy" and "bad" food.2.1.2 Superfoods through culturesGroeniger (2017) explained in his research that the consumption patterns of people with higher socioeconomic status are significantly better than people of lower economic level. In his article, Groeniger (2017) explains the social distinction as a mechanism and wants to see whether socio-economic position plays an essential role in the consumption of superfoods. Since at current production and research levels superfoods are expensive so we can assert that despite the overwhelming change in market segmentation due to the cost of superfoods only upper-class people can afford them regularly. Superfood consumption is more prevalent in higher socio-economic groups. Therefore, the consumption of superfoods asserts a desire for social distinction. With a project to market these products, it would be interesting to reduce these inequalities and increase the sales by penetrating or further improving the knowledge of people on superfoods. Beyond the socio-economic factor, the cultural factor is just as important. Indeed, culture plays a role in determining the number of meals consumed per day and purchasing decisions. In general, in almost any culture or society of the world, women make decisions regarding grocery and what should be cooked and what is there to eat. However, it all depends on the knowledge and understanding about superfoods, if both men and women understand the importance of superfoods both of them are likely to buy it depending on their socio-economic condition. This article focuses on the culture of Nigerien is mainly farming families who are numerous in Africa. This study reveals that 95% of men manage the family budget. Men in the family household are also the ones who make decisions about what they want to produce, share the land, and consume what they want (Agada and Igbokwe, 2016). Thus, this article shows us that the African continent can be targeted more as a producer than a consumer continent. The baobab powder currently in high demand in Europe can be produced in Senegal, where the baobab tree is king. However, this article does not explain how to influence African farmers to start exploiting superfoods. And we don't have any idea of the social impact that superfoods can have on these farmers.Regarding the Asian culture and especially China, many old articles considered that there was only the Western culture that was concerned about the consumption of organic and environmentally friendly products. However, things have changed, and new studies have proved that China, with its collectivist culture, considered green food as a few essential things. As a result, the Chinese have widely used technology to optimize and produce food that can be used to improve the overall health of patients through natural nutritional methods (Perrea et al., 2014). That means that superfood can act as a bridge between the existing food intake and medicines.The novelty of superfood in Western culture due to very limited use and awareness about its possible advantages makes it a "niche product,". and this strategic management of niche products as they come along will make it possible to impose a radical change towards more sustainable and healthier consumption.However, for a niche product to work, it must be consistent with the current ethical and quality standards that are in place (Smith, 2006). With the niche of superfoods and the current post-COVID context, it can be asserted that this niche could become increasingly important in Europe. In France, an ethical awareness of food consumption is continuously evolving. That why we are increasingly calling on companies whose role is to label products with the highest possible traceability.Perrin et al., (2017) allow us to realize that the more the product comes from abroad, the more the label will talk about the nutritional benefits and not beyond the origin, and the more local, the less it will be on the nutritional powers but more on the origin. The vast variety in the background and area of production of superfoods means that it is extremely difficult to specify their aim of bridging the gap between the medical and food industry. So, when it comes to new products, the label has almost no information on nutritional potency. 2.1.3 Superfoods and scienceWe live in a society where the question of longevity and quality of life become essential elements, which pushes scientists to find new methods for alternative medicine continually. Pavlidou (2017) favors the prevention of diseases with superfoods rather than curing disease.According to him, the consumption of blueberries allows natural killer cells to develop and play a defensive role against cancer. Blueberries also improve walking performance, vascular function, and has many other benefits. The question is whether all the foods that consider themselves to be superfoods are tested and approved by scientists, the answer is still unclear, however, as far as the antioxidant capacities of super herbs or superfoods are grown in certain regions in Greece are concerned, numerous scientific studies are being conducted. Indeed Roidaki (2016), made some of the antifungal tests of selected herbs are carried out in vitro against the mycotoxigenic fungus proving significant antioxidant capacities. Causeret, (1983) questions scientific research in the French food industry and concludes that problems related to food could be more easily reduced if this research integrates more social, technological, political, and economic dimensions. Only under these conditions can scientific research on food products that are viable and influential internationally can be put forward. Thus, this research must take into account the nutritional factors of these foods as well as economic and social factors.2.2 Superfoods and B2C marketing2.2.1 Consumer PerceptionNowadays, the food industry has become aware that the well-being of the consumer is a priority. Since the arrival of superfoods on the Western market, many consumers have been praising their virtues, but many also perceive superfoods only as a marketing term.The perception of a consumer is different in different regions. A person located in southeast Asia will have a different point of view about superfoods than the one in Los Angeles, America. In general, every company divides its market based on Demographic segmentation, Psychographic segmentation, Behavioral segmentation, and Geographic segmentation ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"NQZUETbx","properties":{"formattedCitation":"(Menzly & Ozbas, 2010)","plainCitation":"(Menzly & Ozbas, 2010)","noteIndex":0},"citationItems":[{"id":1008,"uris":[""],"uri":[""],"itemData":{"id":1008,"type":"article-journal","container-title":"The Journal of Finance","issue":"4","note":"ISBN: 0022-1082\npublisher: Wiley Online Library","page":"1555-1580","title":"Market segmentation and cross‐predictability of returns","volume":"65","author":[{"family":"Menzly","given":"Lior"},{"family":"Ozbas","given":"Oguzhan"}],"issued":{"date-parts":[["2010"]]}}}],"schema":""} (Menzly & Ozbas, 2010). Parker, Johnson, and Curll (2019) denounce the labeling of acai berries' as a superfood, for, according to them, consumers believe this to be a guarantee of ethical and healthy consumption. In addition to the role of labeling and merchandising playing a role in consumer perception, there is also brand awareness and image, which are very important in the food industry as they will influence perceived physical risk, and brand preference (Wang, 2015). Indeed, in this environment, competition is fierce: between price margins and premiums, it is difficult to find one's place ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"yqmYneYw","properties":{"formattedCitation":"(Anselmsson et al., 2014)","plainCitation":"(Anselmsson et al., 2014)","noteIndex":0},"citationItems":[{"id":1009,"uris":[""],"uri":[""],"itemData":{"id":1009,"type":"article-journal","container-title":"Journal of Product & Brand Management","note":"ISBN: 1061-0421\npublisher: Emerald Group Publishing Limited","title":"Brand image and customers' willingness to pay a price premium for food brands","author":[{"family":"Anselmsson","given":"Johan"},{"family":"Bondesson","given":"Niklas Vestman"},{"family":"Johansson","given":"Ulf"}],"issued":{"date-parts":[["2014"]]}}}],"schema":""} (Anselmsson et al., 2014). Other factors also come into play, such as the country of origin of the product, and its entire CSR dimension, i.e., its social and environmental character.To understand this will to want to buy these green foods or sometimes their packaging leaves one perplexed, it is necessary to take into account several factors, which are sex, salary, place of residence, consumers' preference, perception, and their opinion on the respect of the environment. Across the globe. products aimed at boosting one's mental and physical capacities or improving one's health are the current trend. However, superfood manufacturers need to use marketing techniques to promote their products with motivating messages. We realize that the marketing aspect for superfoods is essential because functional foods are still unclear to some consumers (Urala, Schutz, and Spinks, 2011).Although ethics plays a crucial role in consumer perception, there is also the risk of food safety. The consumer wants a reliable product that will not have any adverse effects on his health, and hygiene is within the standards. This perception is mostly influenced by the media (Kim, 2013). According to Puduri et al. (2009), the county of origin labeling also contributes to the desire of reliable products and preserving of hygiene within standards ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"VFwbSse3","properties":{"formattedCitation":"(Puduri et al., 2009)","plainCitation":"(Puduri et al., 2009)","noteIndex":0},"citationItems":[{"id":1010,"uris":[""],"uri":[""],"itemData":{"id":1010,"type":"article-journal","container-title":"Applied Economics Letters","issue":"12","note":"ISBN: 1350-4851\npublisher: Taylor & Francis","page":"1183-1185","title":"Country of origin labelling of fresh produce: a consumer preference analysis","volume":"16","author":[{"family":"Puduri","given":"Venkata"},{"family":"Govindasamy","given":"Ramu"},{"family":"Onyango","given":"Benjamin"}],"issued":{"date-parts":[["2009"]]}}}],"schema":""} (Puduri et al., 2009). The media act as a preventive measure against food risk but can also be a booster to promote a new brand.2.2.2 Brand AwarenessThe objective in this part is to understand better the perceived quality of a brand about its success, strategies, plans and to understand what drives the consumer's buying intention.A study confirms that the higher the brand's notoriety, the more brand loyalty increases. The quality perceived by the consumer will be judged by their purchasing experiences. Consequently, the more satisfactory the buying experience, the more loyalty and preference for the brand will increase. (Chi, Yeh, and Yang, 2009)Thus, a brand of superfoods must make maximum use of promotion to increase its superiority and consequently, its consumer's loyalty.To develop this brand loyalty, we will study the impact of organic logos to influence the consumer’s attitude toward buying an organic superfood. Organic labeling may also increase the brand value since they are already a target for those who want to find healthier food and adding this to superfood can hypothetically increase its value multifold. A study conducted in Kuala Lumpur shows the effectiveness of these organic certifications. They have a positive effect on their way of consuming and encourage the consumer to consume organic food in the long term. Therefore, brands should be encouraged to display their organic logos more prominently to influence the consumer to consume more organic food and thus to move towards organic superfoods. (Lian, 2017)Moreover, brands that surf on the superfood trend have understood that consumers idealize a primitive culture where humans are brought to eat little known food that can help them develop their physical capacities. Indeed, this fashion effect of "primitive" food is of growing interest to those who specialize in marketing. However, selling these superfoods as food from healthy or even wild agriculture is not in line with the reality of changing agriculture that is being seduced by new technologies (Loyer and Knight, 2018). The marketing strategy adopted for functional foods remains quite complicated. However, consumers usually buy what you say not what you sell. Despite the marketing policy being very difficult to manage, it should always revolve around reminding people about the future and pursuing them even with a little scientific backing available.Indeed, Herskovitz and Crystal (2010) show how important it is to develop the emotional side of a brand. The more convincing the story is, the more the emotion the consumer will become, and thus the relationship they form with the brand.A brand that knows how to communicate on social networks is also a brand with a strong potential to optimize brand awareness. Indeed, a Belgian survey asked consumers what they considered a healthy food, and one out of three respondents answered that superfoods were the healthiest food. Social networks contributed actively to this response (P, 2019). This survey shows that social networks play a considerable role in dictating to consumers what is healthy and what is not healthy without any scientific expertise being sought. Social networks indeed play a significant role in users' food consumption with the age of influencers and the diktat of beauty. Apart from that superfood just like the trend of organic food is becoming a lifestyle and sense of identity which further drives both new ways of thinking about health and nutrition. It is difficult to make a place for them and gain the trust of subscribers.That is why we will talk about green marketing in this next paragraph.2.2.3 Green marketing or greenwashing?In this paragraph, we will see how social networks allow us to cover reality. Green marketing different from greenwashing aims to promote healthy products for the body and the environment. However, many people are suspicious of the ads circulating on social networks showing superfoods grown and sold in their countries of origin, whereas the reality is that these functional foods are rarely sold in their country of origin and are therefore responsible for a high carbon footprint (Magrach and Sanz, 2020).Nevertheless, advertising is still the best way for the consumer to accept a new brand. Advertising is the only way to consolidate the launch of a new brand in the food industry. (Day, 1971)Today, the Instagram platform remains the most popular platform for launching products such as goji berries, caffeinated water, and superfood-based beverages with multiple benefits (Roth and Zawadzki, 2020).Table number 1 is used to identify the five types of people present on Instagram. It seems that the category of users is the most numerous people on the platform and, therefore, the most exciting target.Finally, green marketing on social networks touting the merits of superfoods tries to educate the Internet user for whom the term "superfood" is still complicated to understand for the public but also by regulators (Rent, 2016).The promotion of superfoods via social networks wants to encourage users to lead a healthier and more balanced life. The media do not hesitate to play on the confusion of this still misunderstood term and use certain amalgams to promote these products. The media promote neo-liberal values by playing on the dictates of healthy eating, the search for performance, consumer choice, and the sometimes-complicated relationship with food (MacGregor, Petersen and Parker, 2018).2.3 Marketing and distribution of superfoods2.3.1 Direct or indirect distribution? Source: (Ruc, 2016)The distribution channel is the route that the superfood will follow to get from the company to the customer. Some manufacturers will opt for an intensive distribution, i.e., they will use many intermediaries, while others will utilize a more exclusive distribution network, i.e., direct sales to the consumers.Mani?oba and Silva (2008) show that the choice of the distribution channel for a product will be made according to these four variables:- consumer habits- product characteristics- the current market- factors specific to the company.Choosing the right distribution channel is essential because it will impact our sales, production costs, and general business activity.Sa Vinhas and Anderson,( 2005) warn against companies using both distribution channels for the same customers in the same geographical area. They use the term "destructive competition." Despite this "destructive competition" between the direct and indirect channels, they each have very distinct objectives. Rambocas et al. (2015) show that short-term profitability is much higher for indirect distribution. Indeed, a company will be more likely to achieve its financial goals through one or more intermediaries. However, direct channels would allow sales targets to be achieved in the long term with higher buyer satisfaction and a much higher brand loyalty rate.2.3.2 Five strategic channels for the introduction of superfoods2.3.2.1 OnlineThis distribution channel is mainly based on the sale of products on the internet. For some superfood brands, this distribution network is just complementary. For more and more brands, it is the leading network. For example, the Purasana brand makes most of its turnover through online sales through its website but more and more on social networks with an Instagram page aimed at "educating" the consumer with these products.Generally, super aliments are sold as online groceries [e-grocery]. Seitz (2013) suggests that an online grocery store can increase brand awareness for an established brand, it is also a solution for people who want to optimize their time, and it is also a platform where it is easy to give in to compulsive shopping. However, consumers are unable to touch or to smell the products.Nevertheless, we must not forget the operational work that represents the vote on the internet. It all depends on the number of orders, a store that has few products, and few orders will continue to sell in-store, but if it sees its orders increase in-store, there is a good chance that it will use a warehouse specially dedicated to selling on the internet. This is just an operational issue that can be complex in some cases (de Koster, 2002). That is why the phenomenon of dropshipping is becoming more and more popular. Dropshipping does not require any storage or inventory of your own, but it requires staff and shipping services of the company or store of which products are you selling. All have to do is find the product of the moment sold by a wholesaler, often Chinese (Alibaba), then create a website, apply its price margin, and resell it. However, there are disadvantages such as delivery times from wholesalers, especially when ordering several products from different manufacturers for the reseller (Khouja, 2001) The graph above shows the difference between a classic distribution network and the drop shipper network. The E-tailer will never touch the product or even store it. The advantage of the superfood business is to be able to target the E-tailer so that they can buy our products and resell them by taking a commission. It would allow the brand to optimize its sales but also to benefit from free advertising. An existing established platform has its advantages. It already has an outreach to customers, have already a trusted community that is repeated clients, and if they are well established then it will also mean that the product can be sold at a relatively higher price. The only possible disadvantage is the lack of brand recognition and the money you will lose as a part of their commission. 2.3.2.2) RetailersThe major French distribution groups in the food industry are divided into several categories. Hypermarkets include such groups as Carrefour, casino, or Auchan. There are also independent groups such as Super U, Leclerc Intermarché, and hard discounters such as Lidl. Then there are specialized groups that can also be very interesting for the marketing of superfood since they are part of a sustainable consumption mode such as Biocop, Naturalia, La Vie Clair, Bo c' bon, and finally, there are independent shops that practice direct distribution (Lavorata, 2018).For the supply system to work best between the supplier (brand of superfoods) and the retailer (store), several variables have been taken into account (Sheu, Yen, and Chae, 2006). These variables can include industry standards, exchange currency rates, procedural costs, inventory, and accuracy of electronic data to improve business reliability ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"z4SkD5oQ","properties":{"formattedCitation":"(Powers & Reagan, 2007)","plainCitation":"(Powers & Reagan, 2007)","noteIndex":0},"citationItems":[{"id":1015,"uris":[""],"uri":[""],"itemData":{"id":1015,"type":"article-journal","abstract":"Previous research has identified factors that influence buyer–seller relationships. Despite the importance of understanding how these factors influence buyer–seller relationships, the relative importance of these factors are has not been empirically determined. The purpose of this research is to identify what factors are of the greatest overall importance to buyer–seller relationships and to identify what factors are of the greatest importance in each stage of buyer–seller relationships. The results of this research have important implications for managers of both buying and selling firms. By understanding the factors that are most important at each stage, managers can focus their efforts on these elements in order to foster successful buyer–seller relationships.","container-title":"Journal of Business Research","DOI":"10.1016/j.jbusres.2007.04.008","ISSN":"0148-2963","issue":"12","journalAbbreviation":"Journal of Business Research","language":"en","page":"1234-1242","source":"ScienceDirect","title":"Factors influencing successful buyer–seller relationships","volume":"60","author":[{"family":"Powers","given":"Thomas L."},{"family":"Reagan","given":"William R."}],"issued":{"date-parts":[["2007",12,1]]}}}],"schema":""} (Powers & Reagan, 2007). Apart from that according to Salem and Almotawa (2014), communication equality, strategic integration, information exchange, trust, commitment, and satisfaction are some other important factors ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"NWxJxWhU","properties":{"formattedCitation":"(Salem & Almotawa, 2014)","plainCitation":"(Salem & Almotawa, 2014)","noteIndex":0},"citationItems":[{"id":1012,"uris":[""],"uri":[""],"itemData":{"id":1012,"type":"paper-conference","source":"ResearchGate","title":"Exploring factors affecting satisfaction with the relationship between supplier and retailer","author":[{"family":"Salem","given":"Mohammed"},{"family":"Almotawa","given":"Ahmed"}],"issued":{"date-parts":[["2014",3,8]]}}}],"schema":""} (Salem & Almotawa, 2014). Indeed, in a study conducted in Taiwan, it was found that the relationship between the supplier and the retailer on an emotional level and even in negotiation can have a long-term effect on the supply chain, such as inventory management, information sharing, coordination structure (Sheu, Yen and Chae, 2006).According to Batt (2018), consumer demands can be concisely divided into factors which include, health and nutrition, the increasing consumer demand to not only meet but exceed their requirements while at the same time keeping the system transparent and maintain the sustainability between the current raw material and proofing the future. Furthermore, one more important step that improves consumer demands is providing convenience and innovation ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"Ns4hoUHO","properties":{"formattedCitation":"(Batt, 2018)","plainCitation":"(Batt, 2018)","noteIndex":0},"citationItems":[{"id":1017,"uris":[""],"uri":[""],"itemData":{"id":1017,"type":"paper-conference","container-title":"XXX International Horticultural Congress IHC2018: XIX Symposium on Horticultural Economics and Management, VII Symposium on 1258","ISBN":"94-6261-255-2","page":"1-10","title":"Comprehending and capitalising on market trends for fresh fruit and vegetables","author":[{"family":"Batt","given":"P. J."}],"issued":{"date-parts":[["2018"]]}}}],"schema":""} (Batt, 2018). The product should be presented in such a way that the consumer feels that it is convenient for them to take something more organic and fresher while at the same time performs the role of both medicines and nutritious food ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"HJ2Xrk8K","properties":{"formattedCitation":"(Batt, 2018)","plainCitation":"(Batt, 2018)","noteIndex":0},"citationItems":[{"id":1017,"uris":[""],"uri":[""],"itemData":{"id":1017,"type":"paper-conference","container-title":"XXX International Horticultural Congress IHC2018: XIX Symposium on Horticultural Economics and Management, VII Symposium on 1258","ISBN":"94-6261-255-2","page":"1-10","title":"Comprehending and capitalising on market trends for fresh fruit and vegetables","author":[{"family":"Batt","given":"P. J."}],"issued":{"date-parts":[["2018"]]}}}],"schema":""} (Batt, 2018). The innovation in marketing and delivering the message that superfood is the future due to the probable use of technology.2.3.2.3) Pharmacy distribution.Nowadays, pharmacies and para pharmacies can increasingly resemble supermarket chains. With a certain closeness to the customer, gift offers, Facebook page, and magazine article, the pharmaceutical sector is ideal to launch an ethical health product. Also, to accelerate sales, there are "e-pharmacy" such as "pharmavie" where they offer to directly buy food supplements, superfoods, or beauty products.In France, pharmacies are trying to align their offers to the image of the mass distribution despite the many constraints. Indeed, more and more products from mass distribution are sold under their brand name in pharmacies (Moinier, 2009).The major players in the health and pharmaceutical chemical industries invest around 10% of their research and development budgets in nutritional problems. Superfoods have already been the subject of several pharmaceutical studies and are of growing interest to Western consumers (Jean Louis No, 1996 Rostin).Nevertheless, it remains very delicate to market products sold in pharmacies. For pharmaceutical products, the information communicated must remain: where the product can be found, and what it can cure or improve. With the trend for superfoods, which are products sold with a very advanced marketing strategy, we will have to adapt to remain ethical and not push the consumer to over-consumption.2.3.2.4) RestaurantSuperfoods go hand in hand with the healthy approach of most restaurant business [reference]. This very Parisian trend is beginning to develop in the provinces. After fast-casual and specific brands, some superfoods are beginning to win over the brasseries. They are part of the consumer's desire to feel good, to reassure themselves while offering a colorful or unusual aesthetic to the dishes that appeal to them. Iraldo et al. (2017) see superfoods as an effective way to boost their business performance.2.4. LIMITATIONS TO ENHANCEMENTS OF SUPERFOODS2.4.1 Critical consumptionMany authors criticize the primary use of superfoods. Indeed, more and more consumers are concerned about whether what they consume is produced ethically, which is why these superfoods are generally sold under the catchy terms "natural," "responsible purchasing." Or either labels them under an organic fair deal to enhance the psychological impacts in consumer's minds. According to Yates (2011), critical consumption is about questioning what we consume. More and more consumers want to consume in a socially and environmentally ethical way. With the arrival of other exotic foods on the market and the explosion of superfoods, the food industry has understood that it must put all its luck on its side and use terms such as "natural," "hopeful purchase" on the packaging of these functional foods. And, with the speeches of particular nutritionists who impose their visions of "tomorrow's food", the dubious marketing operations to incite us to consume these "magic" foods, and the fashionable effect of a return to primitive consumption, many academic articles criticize these functional foods which can tarnish the reputation of superfoods among major distributors of food and general consumptions and in turn its supply can be limited to the consumers.According to Willet et al. (2019), Food production has the power to improve human wellbeing and foster the protection of the ecosystem; but all are presently at danger. The lack of objective goals from sustainable food programs for maintaining balanced diets has hampered large-scale and concerted attempts to change the international food supply chain ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"1N5aBNum","properties":{"formattedCitation":"(Willett et al., 2019)","plainCitation":"(Willett et al., 2019)","noteIndex":0},"citationItems":[{"id":1018,"uris":[""],"uri":[""],"itemData":{"id":1018,"type":"article-journal","container-title":"The Lancet","issue":"10170","note":"ISBN: 0140-6736\npublisher: Elsevier","page":"447-492","title":"Food in the Anthropocene: the EAT–Lancet Commission on healthy diets from sustainable food systems","volume":"393","author":[{"family":"Willett","given":"Walter"},{"family":"Rockstr?m","given":"Johan"},{"family":"Loken","given":"Brent"},{"family":"Springmann","given":"Marco"},{"family":"Lang","given":"Tim"},{"family":"Vermeulen","given":"Sonja"},{"family":"Garnett","given":"Tara"},{"family":"Tilman","given":"David"},{"family":"DeClerck","given":"Fabrice"},{"family":"Wood","given":"Amanda"}],"issued":{"date-parts":[["2019"]]}}}],"schema":""} (Willett et al., 2019). Food that is created unhealthily means and unsustainably presents a global danger to humans and the world. About 820 million individuals have inadequate food and even more, are consuming an unsafe diet that leads to early mortality rates. Global food output is the biggest human-induced burden on Earth, endangering local habitats, and Earth system stability ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"ODHIal0U","properties":{"formattedCitation":"(Willett et al., 2019)","plainCitation":"(Willett et al., 2019)","noteIndex":0},"citationItems":[{"id":1018,"uris":[""],"uri":[""],"itemData":{"id":1018,"type":"article-journal","container-title":"The Lancet","issue":"10170","note":"ISBN: 0140-6736\npublisher: Elsevier","page":"447-492","title":"Food in the Anthropocene: the EAT–Lancet Commission on healthy diets from sustainable food systems","volume":"393","author":[{"family":"Willett","given":"Walter"},{"family":"Rockstr?m","given":"Johan"},{"family":"Loken","given":"Brent"},{"family":"Springmann","given":"Marco"},{"family":"Lang","given":"Tim"},{"family":"Vermeulen","given":"Sonja"},{"family":"Garnett","given":"Tara"},{"family":"Tilman","given":"David"},{"family":"DeClerck","given":"Fabrice"},{"family":"Wood","given":"Amanda"}],"issued":{"date-parts":[["2019"]]}}}],"schema":""} (Willett et al., 2019). This means convincing those people who have never heard or never experienced superfoods will be even more difficult.Criticism mainly revolves around undernutrition in developing countries and over nutrition in the West, unsustainable scientific studies on these foods, and environmentally unfriendly production methods.2.4.2 Environmental impactMorris (year) advises her readers to consume superfoods for their benefits and because today's agriculture does not provide all the nutrients that a human needs while respecting the environment. More and more consumers want to become green, and will, for example, become vegan, stop eating meat and all other elements to reduce their carbon footprint. However, if we take the example of chickpeas, star of vegan diets, 70% of their production is in India. Consequently, in the French market, it is an imported product, which by necessity incurs food miles.Cassiday (2017), talks about companies that continue to use chia seeds in their products because it is perceived by consumers as a healthier choice compared to other grains. However, as the product is also more expensive, consumers must be willing to pay a higher price.Batt (2016), defined several major megatrends that are causing major trends in the environment. The rate at which the resources of the world are diminishing due to the increase in population has presented major threats to the world along with a global change in trends of an economic shift to the developing world. Furthermore, the influx of more and more startups has made consumers more and more powerful due to the variety of choices available to them ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"AOsckaX8","properties":{"formattedCitation":"(Batt, 2016)","plainCitation":"(Batt, 2016)","noteIndex":0},"citationItems":[{"id":1020,"uris":[""],"uri":[""],"itemData":{"id":1020,"type":"paper-conference","container-title":"International Symposia on Tropical and Temperate Horticulture-ISTTH2016 1205","ISBN":"94-6261-200-5","page":"1-12","title":"Responding to the challenges presented by global megatrends","author":[{"family":"Batt","given":"P. J."}],"issued":{"date-parts":[["2016"]]}}}],"schema":""} (Batt, 2016). This means that every product has to be up to the mark to not only meet the requirements of every consumer but also exceed it. Health and wellbeing are other global megatrends that are shaping every research and marketing policy of a company ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"AOsckaX8","properties":{"formattedCitation":"(Batt, 2016)","plainCitation":"(Batt, 2016)","noteIndex":0},"citationItems":[{"id":1020,"uris":[""],"uri":[""],"itemData":{"id":1020,"type":"paper-conference","container-title":"International Symposia on Tropical and Temperate Horticulture-ISTTH2016 1205","ISBN":"94-6261-200-5","page":"1-12","title":"Responding to the challenges presented by global megatrends","author":[{"family":"Batt","given":"P. J."}],"issued":{"date-parts":[["2016"]]}}}],"schema":""} (Batt, 2016). Therefore, to convince the customers as a result of these megatrends that promotion of superfood without any substantial research and effective marketing policy is impossible.REFERENCES ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY Anselmsson, J., Bondesson, N. V., & Johansson, U. (2014). Brand image and customers’ willingness to pay a price premium for food brands. Journal of Product & Brand Management.Batt, P. J. (2018). Comprehending and capitalising on market trends for fresh fruit and vegetables. XXX International Horticultural Congress IHC2018: XIX Symposium on Horticultural Economics and Management, VII Symposium on 1258, 1–10.Batt, P. J. (2016). Responding to the challenges presented by global megatrends. International Symposia on Tropical and Temperate Horticulture-ISTTH2016 1205, 1–12.Butterworth, M., Davis, G., Bishop, K., Reyna, L., & Rhodes, A. (2020). What Is a Superfood Anyway? Six Key Ingredients for Making a Food “Super.” Gastronomica, 20(1), 46–58.Lichtenth?ler, R., Rodrigues, R. B., Maia, J. G. S., Papagiannopoulos, M., Fabricius, H., & Marx, F. (2005). Total oxidant scavenging capacities of Euterpe oleracea Mart. (Acai) fruits. International Journal of Food Sciences and Nutrition, 56(1), 53–64.Lynn, A., Hamadeh, H., Leung, W. C., Russell, J. M., & Barker, M. E. (2012). Effects of pomegranate juice supplementation on pulse wave velocity and blood pressure in healthy young and middle-aged men and women. Plant Foods for Human Nutrition, 67(3), 309–314.Malin, D. H., Lee, D. R., Goyarzu, P., Chang, Y.-H., Ennis, L. J., Beckett, E., Shukitt-Hale, B., & Joseph, J. A. (2011). Short-term blueberry-enriched diet prevents and reverses object recognition memory loss in aging rats. Nutrition, 27(3), 338–342.Menzly, L., & Ozbas, O. (2010). Market segmentation and cross‐predictability of returns. The Journal of Finance, 65(4), 1555–1580.Powers, T. L., & Reagan, W. R. (2007). Factors influencing successful buyer-seller relationships. Journal of Business Research, 60(12), 1234–1242. , I. (2012). Functional foods in Europe: A focus on health claims. Scientific, Health, and Social Aspects of the Food Industry, 25, 2?46.Puduri, V., Govindasamy, R., & Onyango, B. (2009). Country of origin labeling of fresh produce: A consumer preference analysis. Applied Economics Letters, 16(12), 1183–1185.Salem, M., & Almotawa, A. (2014, March 8). Exploring factors affecting satisfaction with the relationship between supplier and retailer.Webb, A. J., Patel, N., Loukogeorgakis, S., Okorie, M., Aboud, Z., Misra, S., Rashid, R., Miall, P., Deanfield, J., & Benjamin, N. (2008). Acute blood pressure lowering, vasoprotective, and antiplatelet properties of dietary nitrate via bioconversion to nitrite. Hypertension, 51(3), 784–790.Willett, W., Rockstr?m, J., Loken, B., Springmann, M., Lang, T., Vermeulen, S., Garnett, T., Tilman, D., DeClerck, F., & Wood, A. (2019). Food in the Anthropocene: The EAT-Lancet Commission on healthy diets from sustainable food systems. The Lancet, 393(10170), 447–492. ................
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