Firth Whitehouse - Conference Planning and Management

Understanding Our Food System:
An Applied Research Perspective
Firth K. Whitehouse, Ph.D.
ISU Extension and Outreach Annual Conference
October 24, 2012 Ames, Iowa

Our world is big…
̴7,000,000,000 ̴312,800,00 ̴3,077,000
̴4.5% of global
population
̴0.04% of global
population
US Census Bureau, USDA ERS, 2012

…but in terms of our global food system,
our world is actually very small
ACTIVITIES that we engage in here in Iowa
directly influence how our global food
system functions

Examples of food system activities in Iowa:
• Growing/harvesting crops
• Raising/hunting animals, birds and fish
• Processing and packaging food
• Using water
• Regulating food
• Distributing food
• Selling food
• Preparing food
• Eating food
• Wasting food
• Conducting research related to food

Courtesy of John Ingram, Environmental Change Institute, University of Oxford

Three foods “Made in Iowa” will be presented
as examples to illustrate these concepts:
• Our food system is complex and interconnected
• Applied research is essential at every step: from raw
materials to production, from package to tabletop
• Engaging in applied food research offers a unique
perspective on the dynamic nature of our food system
• We need to be nimble in adapting our food system
activities to meet the demands of our changing world
Disclaimer/disclosure: this presentation does not endorse specific products or
manufacturers. No sponsorship was provided by any companies mentioned or depicted.

Example #1: Fruit Roll-Ups ®
Key food system activities: processing, using water,
packaging, distributing, selling, research
• Manufactured by General Mills, Inc. in Cedar
Rapids, IA. Fruit plant employs ̴350
• Headquarters in Golden Valley, MN
• Publicly traded on the NYSE, component
of the S&P 500 index
• $14.9 billion revenue (2011)
• On the market since 1983
• Fruit Roll Ups ® (FRU) has undergone countless
processing upgrades, reformulations, and
expansions in the past 30 years

Example #1: Fruit Roll-Ups ®
Concept: mass-produced “fruit leather” that is a fun snack
for kids
Product Development Challenges
• Prototype development
• Processing system design
• Sensory and quality factors
• Ingredient sourcing
• Regulatory factors
• Packaging material design
• Consumer liking

Example #1: Fruit Roll-Ups ®
It took 8 years to launch FRU. From an applied food
research perspective, this included:
• Formulation, product safety testing, storage studies
• ingredient functionality, ingredient safety, shelf-life
• Design of the processing system
• ingredient handling, mixing, forming/drying, packaging
• Successful transfer from benchtop →pilot → full scale
• Validation of quality parameters
• development of QA/QC programs
• Successful ongoing production
• Employee training, product maintenance and testing

Example #1: Fruit Roll-Ups ®
BUT… things change all the time. Brand growth and
expansion occurred. Some factors in play since 1983:
• Line expansion: new flavors and colors
• Application of new packaging material technologies
• Plant expansion, new processing efficiencies
• Cost control measures
• Changes in ingredients, changes in supply chain
• Expansion into new channels (Wal-Mart, club stores,
foreign markets, K-12)
• Focus on sustainability

Example #1: Fruit Roll-Ups® Ingredients
Ingredients: Pears from Concentrate,
Corn Syrup, Dried Corn Syrup, Sugar,
Partially Hydrogenated Cottonseed
Oil. Contains 2% or less of: Citric
Acid, Sodium Citrate, Acetylated
Monoglycerides, Fruit Pectin,
Dextrose, Malic Acid, Vitamin C
(ascorbic acid), Color (red 40, yellow
5 & 6, blue 1), Natural Flavors.
18+ ingredients to manage!

Example #1: Fruit Roll-Ups ® Ingredients
Ingredient
Pears from Concentrate
Corn Syrup, Dried Corn Syrup, Dextrose
Major Manufacturing Location(s)
OR
IA, IL
Sugar (Cane, Beet) CA, FL, LA, TX ID, MN
Partially Hydrogenated Cottonseed Oil,
Acetylated Monoglycerides
Pectin
Citric Acid, Sodium Citrate
Malic Acid
Vitamin C (ascorbic acid)
Colors
Natural Flavors
IL, OH, TN, TX
France, Germany
IA
Italy
IA, IL, IN
MO, IN
NJ, OH, CA
China
China, Brazil
China, Argentina,
Brazil, Mexico
China
Canada
China
China
Mexico

Example #1: Fruit Roll-Ups ® Ingredients
Ingredient source locations in 1983…
Italy, France,
Germany
transportation
80% by truck
20% by rail
transportation
by ship, truck

Example #1: Fruit Roll-Ups ® Ingredients
…ingredient source locations in 2012
Transportation by
ship then truck

Example #1: Fruit Roll-Ups ® Expansion to K-12
Ingredients: Pears from
Concentrate, Corn Syrup, Dried
Corn Syrup, Sugar, Partially
Hydrogenated Cottonseed Oil.
Contains 2% or less of: Orange
Juice from Concentrate, Citric
Acid, Sodium Citrate, Acetylated
Monoglycerides, Fruit Pectin,
Dextrose, Malic Acid, Color (red
40, yellow 5&6, blue 1), Natural
Flavor.
• This formula qualified for
National School Lunch
Program (NSLP) as a
serving of fruit for nearly
20 years
• The Healthy, Hunger-Free
Kids Act (2010) changed
what is allowed in school
lunches
• This product is no longer
allowed in NSLP

Example #1: Fruit Roll-Ups ® Expansion to K-12
Ingredients: Pears from
Concentrate, Corn Syrup, Dried
Corn Syrup, Sugar, Partially
Hydrogenated Cottonseed Oil.
Contains 2% or less of: Citric Acid,
Sodium Citrate, Acetylated
Monoglycerides, Fruit Pectin,
Dextrose, Malic Acid, Acerola
Extract (a natural source of
vitamin C), Color (red 40, yellow
5&6, blue 1), Natural Flavor.
• This formula qualifies for
exemption under the
Competitive Food Services
Regulation (7 CFR, 210.11)
• May be sold in competition
to NSLP meals during
lunchtime in a school food
service area
• May not be used in NSLP
meal offerings, is not fruit
• Additional restrictions made
at state and local levels

Example #1: Fruit Roll-Ups ® Sustainability
“Sustainability” in the context of FRU translates to several key
concepts:
• Manufacturing in a cost-effective and “greener” way
• Controlling energy costs by reducing energy usage
• Extracting/transferring heat from used steam and water
• Reducing solid waste, packaging materials, water use
• Ability to consistently procure ingredients
• Maintain multiple approved suppliers
• Implementing a “sustainable sourcing model,” currently
under development
• Accountability to public shareholders
Source: http://genmills.com/Responsibility.aspx, personal interviews with colleagues

Example #1: Fruit Roll-Ups ® Future
Looking to the future: ingredient “simplification,” more
focus on “natural”
• Newest product is simply fruit Roll Ups ®
introduced 2010
• Contains: characterizing fruits, fruit
juices, natural colors, sulfites
• Does not contain: hydrogenated oil,
added sugars, emulsifiers
• Nutrition Facts almost identical to
original FRU
• Utilizes same processing facility, same
ingredient supply chain

Example #2: PLUS ® Pasta
Key food system activities: processing, using water,
packaging, distributing, selling, research
• Manufactured by Barilla US in Ames, IA
• Ames plant produces pasta, semolina,
durum flour. Employs ̴140
• US headquarters in Bannockburn, IL Global
headquarters in Parma, Italy
• Privately held, $3.1 billion revenue
(2010)
• Ames plant opened 1998, PLUS ® brand
launched in 2006

Example #2: PLUS® Pasta
Concept: Pasta with improved nutritional profile that eats
like traditional pasta, but made with non-traditional
ingredients
Product Development Challenges
• Formula development
• Ingredient sourcing
• Sensory and quality factors
• Processing system compatibility
• Regulatory factors
• Consumer liking

Example #2: PLUS® Pasta
Barilla already knew how to make pasta, but using nontraditional
ingredients required new applied research:
• Balanced formula that meets key nutritional targets for
protein, fiber, and omega-3 content
• Optimization of processing, assurance of sensory attributes
• Mixing, extrusion and drying to make finished product with
correct taste, texture and cooking qualities
• Shelf life and stability of the product
• Use of a key supplier that provides a unique and proprietary
grain and legume blend
• Successful transfer from benchtop →pilot → full scale

Example #2: PLUS® Pasta
BUT… things change all the time. Some factors in play
since 2006:
• Line expansion: new shapes
• Overall volume growth requiring more raw materials
• Cost control measures, volatility of commodity pricing
• Securing ingredients during tight markets
• Expansion into new channels (Foodservice in Colleges and
Universities, Commercial Restaurants, K-12 )
• Focus on sustainability

Example #2: PLUS® Pasta Ingredients
Ingredients: Semolina, Grain and
Legume Flour Blend (Lentils,
Chickpeas, Flaxseed, Barley, Spelt,
Oats), Egg Whites, Oat Fiber,
Durum Flour, Niacin, Iron (Ferrous
Sulfate), Thiamine Mononitrate,
Riboflavin, Folic Acid.

Example #2: PLUS ® Pasta Ingredients
Ingredient
Semolina, Durum Flour
Lentils, Chickpeas
Flaxseed
Barley
Spelt
Oats
Egg Whites
Oat Fiber
Vitamin Blend (niacin, iron, thiamine
mononitrate, riboflavin, folic acid)
Material Source(s)/
Manufacturing Location(s)
Canada, ND/ Milled onsite
Canada, ND/ Ames, IA
Canada, MN/ Ames, IA
ID/ Ames, IA
Italy/ Ames, IA
IA/ Ames, IA
IA, NE/ IA, NE
IA, MI/ Cedar Rapids, IA
Worldwide/ MO

Example #2: PLUS® Pasta Ingredients
Since 2006
Transportation by
ship then truck
transportation
80% by rail
20% by truck

Example #2: PLUS® Pasta Expansion to K-12
Ingredients: Semolina,
Grain and Legume Flour
Blend (Lentils, Chickpeas,
Flaxseed, Barley, Spelt,
Oats), Egg Whites, Oat
Fiber, Durum Flour,
Niacin, Iron (Ferrous
Sulfate), Thiamine
Mononitrate, Riboflavin,
Folic Acid.
• No ingredient changes
needed
• This product is eligible for
inclusion in NSLP
• Center-of-plate due to
protein content/quality
• Child Nutrition processing is
overseen by USDA, at Barilla
and at suppliers’ plants
• Only changes at plant
included capability to pack in
various foodservice sizes

Example #2: PLUS ® Pasta Sustainability
“Sustainability” in the context of PLUS ® Pasta translates to
several key concepts:
• Environmental impact of the production facility
• Reduction in energy usage, greenhouse gas emissions
• Reduction of solid waste, packaging materials, water use
• Improvements in raw material production
• Encouraging farmers in their supply chain to work toward
more sustainable crop systems
• Sustaining nutrition and “wellbeing of People”
• Guaranteeing nutritional characteristics of the products
• Advocating principles of the Mediterranean Diet through
consumer education
Source: http://www.barillagroup.com/corporate/en/home/our-sustainablemodel/sustainable-business-strategy.html

Example #2: Barilla Pasta Future
Looking to the future: Continued focus on quality,
nutrition and “wellbeing of People”
• Newest Barilla product is Veggie
• Provides 20% of daily recommendation
for vegetables per portion of pasta
• Vegetable ingredients come from puree
• Promotes vegetable consumption in a
non-traditional format (“stealth veggies”)
• Capitalizes on the recognized need for
more vegetables in Americans’ diets
• Utilizes same processing facility, new
ingredient suppliers for vegetable purees

Example #3: Iowa Apples
Food system activities: growing/harvesting, using water,
packaging, distributing, selling, research
• 15% of all fresh apples consumed in Iowa
are grown in Iowa. The rest come
primarily from WA, MI and NY
• 95% of Iowa apples are consumed in Iowa
• Iowa has ~385 apple orchards
• Average orchard size = 3 acres
• Few >50 acres, many 1 acre farms
• Estimated crop value ̴ $3.2 million (2007)
http://www.agcensus.usda.gov/Publications/2007/Full_Report/Volume_1,_Chapter_
1_State_Level/Iowa/ and http://www.leopold.iastate.edu/

Example #3: Iowa Apples
• Locally grown apples are available in
grocery stores, co-ops, farmers’
markets August-December
• 85% of Iowa apples are consumed in
season as fresh apples, cider, pies,
pastries, spreads and sauces, etc.
• Iowa Code, Chapter 267A Local Food
and Farm Program (2011) provides for
development of local food economies.
Apples are a part of this effort

Example #3: Iowa Apple Pathway
• Apples harvested by hand, larger
orchards may employ migrant laborers
• Once picked, apples are sorted, simply
graded and cleaned
• Sold at orchard or taken by truck to
farmers’ markets, local distribution hubs
or retail locations
• May be kept in cold storage until needed.
CA storage not used much in Iowa
• Time from harvest to sale varies from one
day to several months
http://www.leopold.iastate.edu/sites/default/files/pubs-and-papers/1999-10-
comparing-apples-apples-iowa-perspective-apples-and-local-food-systems.pdf

Example #3: Iowa Apples Expansion to K-12
• Iowa Farm to School Program promotes
the procurement, processing and
consumption of locally grown food for
school cafeterias
• Engaging kids with all aspects of locally
grown food is effective in helping them
develop lifelong healthy eating habits
• Kids involved in growing, harvesting and
preparing the food they eat are less likely
to waste that food, even in the cafeteria
http://www.iowaagriculture.gov/AgDiversification/whyFarmToSchool.asp

Example #3: Iowa Apples
BUT… things change all the time. Some factors in play
in 2012:
• Early growth + cold snap = limited crop statewide
• Many Iowa grocery stores, farmers’ markets and
co-ops have no locally grown apples for sale
• Sales at orchards are limited, pick-your-own
opportunities are reduced, prices are higher
• Issues associated with drought

Example #3: Iowa Apples Sustainability
“Sustainability” in the context of Iowa apples translates to
several key concepts:
• Determining if growers’ economic situations
can be improved by increasing production
or if the cost to do this is too high
• Whether to improve orchard management
practices for increased yield or increase
acreage for more overall production
• Finding new sales opportunities with local
schools, colleges, other institutions
• These concepts can be investigated by
engaging in applied research

Summary
Our world is big but in terms of our global food
system, our world is actually very small
• Maybe it’s helpful to think of our global food system
as an interconnected collection many food systems:
local, regional, national, international
• These food systems lie on a continuum that ranges
from very simple (local apples) to highly complex
(FRU), and all points in between (PLUS ® )
• The activities we engage in here in Iowa have an
impact the health of these food systems

Summary
Applied research is a food system activity that
all three “Made in Iowa” examples have in
common
• Processed foods ingredient research:
• Sourcing, testing, ingredient changes, new products
• Research on business expansion
• Increasing production, finding new opportunities
• Research on sustainability
• Reducing energy costs, waste, packaging, and water
use, improved crop systems, improved nutrition and
wellbeing

Thoughts for Food
How can we be the University that best
serves its state in terms of food system
needs?
• Seek out opportunities to learn about new research
• Work across disciplines to find solutions that Iowans
can use every day
• Listen to people, ask questions, make good decisions

THANK YOU FOR YOUR TIME TODAY!
Special thanks: Brenda Martin, Joann Miller, Julie Kieffer
Acknowledgements:
- Leopold Center for Sustainable Agriculture
- Nutrition and Wellness Research Center
- Jeff Kushkowski, Business Reference Librarian, Parks Library
- Patrick O’Malley, Field Specialist, ISU Extension
- John Ingram, NERC Food Security Leader, Oxford University