WELLINGTON, Oct. 5 (Xinhua) -- The New Zealand government is stepping up research investment in the country's food industry with the aim of growing exports, particularly to Asia.
Science and Innovation Minister Steven Joyce on Wednesday announced funding of 3 million NZ dollars (2.16 million U.S. dollars) for research into Asian consumers and the study of health promoting compounds known as "bioactives."
Half the investment would fund consumer insights research focused on understanding consumer beliefs, perceptions, attitudes and behaviors, with "a focus on the health and wellness needs of Asian consumers," Joyce said in a statement.
"It will research what is needed to establish a habitual consumption of high-value nutritional foods, which is vital in ensuring investment is directed in areas that will resonate most with consumers," said Joyce.
The program would provide direction to clinical research supporting the development of high-value foods and beverages for Asian markets.
The other half of the investment would fund the study of the technological challenges in protecting bioactives in food during the journey from raw ingredients to finished food products, through to digestion.
The research team would design ingredients and processes that keep bioactives in top condition within food products, so that when eaten, they were released to the body at the right stage of digestion needed to deliver their identified health benefits.
"The research into high-value nutrition is hugely important in moving our food production from volume to value," Joyce said.
"These projects will help product development that brings maximum returns for New Zealand food exporters."
