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BOOK REVIEW: Brian Wansink. Marketing Nutrition: Soy, Functional Foods, Biotechnology, and Obesity.

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C:\My Documents\JAB,Spr06,#07,pp109-110.wpd Journal of Agribusiness 24,1(Spring 2006):109S110 © 2006 Agricultural Economics Association of Georgia BOOK REVIEW: Brian Wansink. Marketing Nutrition: Soy, Functional Foods, Biotechnology, and Obesity. Chicago, IL: University of Illinois Press, 2005, xii + 206pp., $34.95 cloth. ISBN 0-252-02942-9. Marketing Nutrition: Soy, Functional Foods, Biotechnology, and Obesity attempts to help readers understand why so many efforts to encourage people to eat healthier diets fail. The book may be of interest to health professionals, practitioners, students interested in social marketing, those interested in the chapters using functional foods examples, and those looking to gain greater access to new markets for new products. The author attempts to help the reader identify different marketing situations that can influence the consumer to make more healthful choices. To illustrate the range of use of marketing principles, the author identifies different kinds of professionals who might make “marketing” decisions, including a dietitian attempting to help a patient maintain a high- fiber diet, an international aid worker teaching recipients in a developing country how to use protein rich grains, or a food company attempting to decide what kinds of attributes to promote for a new category of functional food. The book draws from previously published articles by the author and is organized into five sections: (a) Secrets About Food and People, (b) Tools for Targeting, (c) Health of Nations, (d) Labeling that Actually Works, and (e) Marketing Nutrition. The author has expertise in marketing, psychology, and consumer economics. The objective is to learn from different marketing successes and failures, and apply these lessons to marketing for nutrition and healthful products. In the first section, the author argues that the kind of nutrition information consumers are given is more important than how much the consumer is exposed to. Consumers can be bombard

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