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How Brands Can Deliver on the Good-Food Promise

August 7, 2017

As claims of miracle ingredients and nutritious products abound, restaurants must toe the line between promoting and overpromising.

Whether it’s açai, juice cleanses, or spiking your morning coffee with yak butter, our culture loves the notion of fast-track solutions to better health. But as more consumers than ever make eating decisions with wellness in mind, restaurants must strike a balance between touting foods’ verifiable health benefits without straying into snake-oil territory.

“Any new food that’s pitched as healthy is often overblown,” says Jordan Feldman, founder of Springbone Kitchen. “There isn’t one, magical cure-all out there. People would benefit greatly if they started thinking about food more as part of a healthy lifestyle.”

Feldman and cofounder Sam Eckstein opened Springbone last May in New York City as a nutrient-dense antidote to fad diets and sugary juice cleanses. The brand’s core product is drinking broth made from chicken or beef bones. The health benefits come from simmering the bones for at least 15 hours to extract collagen—the compound Springbone focuses most of its claims on, based on research-backed advantages of drinking about a cup of broth per day.

“For me, the highlight is always collagen, which is the form of protein that makes up connective tissue, which is found in bone broth,” Feldman says. Its uniquely beneficial amino acid composition includes glycine and proline, which have been linked to immunity, digestion, muscle repair, and cognitive function.

Feldman owns to the hype surrounding the term “collagen,” given its anti-aging connection, adding that bone broth isn’t immune to “miracle cure” claims, particularly among those looking to profit. At the same time, its relative simplicity and ubiquity across cultures makes it just as easy to pick on as a fad.

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