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Abstract
"The Mediterranean Diet" is a commonly used term in the U.S. denoting healthful
eating and a healthy lifestyle. It appears to be inspired by the traditional diets of two
Mediterranean countries based on post-World War II studies conducted in Naples, Italy
and Crete. Popularization of the Mediterranean diet is associated with increased demand
for red wine and olive oil in the United States.
As noted in the American Heart Association (AHA) website, there is no one
"Mediterranean" diet. The Mediterranean diet, as typically presented, appears to be
inspired by traditional diets in Southern Italy, Greece, and Spain. The AHA outlines the
common characteristics of the Mediterranean dietary pattern. At least two non-profit
organizations promote their version of a Mediterranean diet pyramid, and hundreds of
books present their version of the Mediterranean diet.
There appears to be an outstanding opportunity for a well-funded and motivated
organization to effectively market a Mediterranean diet plan, based on accepted
marketing models. Research on market segments, product definition and product
positioning will be required. Questions to be considered relate to the effectiveness of diet
pyramids, diet benefits sought by various consumer segments, and the medical and health
benefits of individual food products as documented by medical and nutrition research.
Examples of the health and nutrition research and promotion programs for four California
commodity groups provide information on an alternative approach to presenting
information on diet and health.