By Richard Thompson
Beets are getting a whole new look this year, emphasizing their nutritional benefits while being featured in products that appeals to shifting consumer tastes. Similar to the way kale appealed to consumers last year, beets are being marketed as the new super trendy vegetable, grabbing the attention of food retailers and restaurateurs who are selling more items with beets in them than in previous years. Beet products are becoming so popular that this year’s list of sofi Award finalists include two different beet products that were up for three different awards between them.
The past five years have seen beets become more common place as people are more educated about them, says Natasha Shapiro of LoveBeets, known for their popular beet-featured product lines. Adding to the 20 percent increase in distributorship they have seen in the last year is their variety of beet juices and line of beet bars. The Love Beets health bars are coming in Beet & Apple, Beet & Cherry and Beet & Blueberry with all three made gluten-free and with clean ingredients. “We are making beets more fun, accessible and upbeat,” said Shapiro, “We’re modernizing the idea of beets.”
Blue Hill Yogurt, whose Beet Yogurt is a sofi finalist, combined the earthy sweetness of beets with the acidic tangyness of yogurt for a natural and unique trend that could push people looking for something new in milk products. Amped with raspberries and vinegar to maximize the natural earthy sweetness of the beet, Blue Hill wants people to think outside of what is normally thought of with beets and yogurt. “This is a savory yogurt that offers some sweetness, but not fruit-like sweetness. It’s a great afternoon yogurt,” said David Barber, President of Blue Hill.
Beetroot Rasam Soup from Cafe Spices, another finalist for the sofi Award, is competing in two categories, New Products and as a Soup, Stew, Bean or Chili Product. The colorful soup that pairs roasted beets pureed into a tomato base with tamarind, garlic, chiles and mustard seeds is an inspiration from the company’s culinary director and chef Hari Nayak.
Featuring naturally occurring nitrates that help extend exercise performance, fitness communities have long embraced the healthy benefits of beets. Coupled with social media and a general health conscious mindset in consumers, appreciation of beets has spider-webbed through mainstream markets, according to Shapiro. “Its the one vegetable people feel strongly about, Shapiro said, “At events, people just want to share their experiences about beets.”
Adam Kaye, Vice President of Culinary Affairs for Blue Hill, who worked with Dan Barber on their sofi nominated Beet Yogurt, goes one step further. Kaye has seen the appreciation of beets growing beyond it being a fancy potato and finds the whole vegetable incredible. “There is something about the beet that straddles the savory and the sweet,” said Kaye, “You can taste the earth in beets.”