Page 77 - The Five Forces of Everything

Jucara. And then some. Supporting Competitiveness

If I have convinced you that the future is açaí, then perhaps With consumers seeking more ways to improve their
you should consider Jucara. It has four times the anti-oxidants competitiveness, associations with potency and stimulation
power of açaí. Now that is potent! will increasingly appeal.

Jucara is the fruit of one of Brazil’s native With a constant desire to discover the next big thing, I believe
palms. It has a similar taste profile to açaí that there is plenty to tap into from Brazil and the LATAM region.
and is considered by some to be the next Critically, many of the indigenous ingredients featured here (and more
super fruit. besides) have a growing body of evidence to support their efficacy.

One start-up brand ahead of the curve Luckily, we have offices in Sao Paulo and we’re ready to explore
is berry-based dessert Jucai. As well as opportunities with you.
appealing to those seeking to take more
control over their health, Jucai is also
hoping to aid the plight of this endangered
species of palm.

And it’s not just food and drink brands that should be taking note.
When used in skin creams and lotions, the antioxidant action in both
berries can help to prevent aging effects.

Jurubeba. An acquired taste.
Indigenous to large parts of tropical America, the
stalks and roots of the jurubeba tree often act as a
digestive tonic. As you might expect from anything
efficacious, it has a challenging taste profile, so its
role as an ingredient might have to be secondary.

Jurubeba is also said to support liver health, so
whilst searching for the weird and the wonderful in
some lively Brazilian bars, I was a little perplexed to
discover a 17% ABV liquor featuring the ingredient.

A great vehicle for jurubeba could in fact be energy drinks, since the
ingredient is said to be an effective stimulant. Its bitterness could
represent a powerful sensory cue that supports perceived efficacy.
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FORCE #5 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS