24-Carrot Gold

Nutrition experts proclaim carrots a superfood rich in vitamins and minerals.

"Yes! Carrots are good for you!" exclaims healthy lifestyle coach and best-selling author Ivy Larson on the website Clean Cuisine and More, a venture she co-produces with her husband, Dr. Andy Larson.

"Thanks to a lot of conflicting information surrounding the glycemic index/glycemic load of carbohydrate-containing foods, a lot of people are apparently still confused about carrot nutrition," continues Larson, author of the Amazon.com No. 1-selling book "Gold Coast Cure." She sets the record straight on her website, declaring: "Eating carrots will not make you fat."

Carrots are an excellent source of nutrients. They are rich in both alpha-carotene and beta-carotene, the latter of which converts into vitamin A in your body, notes Larson. One serving of baby carrots provides more than 200 percent of the recommended daily value for vitamin A. Carrots are also a fantastic source of fiber and phytonutrients.

But their health benefits don't end there. Carrots also contain vitamins C and K, potassium, calcium, and magnesium.

'Biggest Loser' Thumbs Up

Larson isn't the only nutrition expert educating consumers on the misinformation surrounding carrots. TV's "The Biggest Loser" recently endorsed the health benefits of carrots by putting its well-respected name on the root vegetable. This month, Bakersfield, Calif.-based Grimmway Farms, which has partnered with Giraffe Interactive to become the exclusive carrot supplier of the "Biggest Loser" brand, will launch an extensive line of baby carrots bearing that name.

"The 'Biggest Loser' deal gives us a platform to really discuss the nutritional benefits of carrots," says Bob Borda, Grimmway's VP of marketing. "That message has been lost, as some people believed that carrots were too high in sugar or that they didn't fit into their diet profile."

With a "Biggest Loser" seal of approval, Borda believes many will take a second look at the nutrient-rich vegetable. "Carrots are finally getting the recognition that they deserve," he says. "They are definitely a nutritional powerhouse, with 15 different vitamins and nutrients, phytonutrients and plenty of fiber."

Rooted in Success

Overall, the carrot category was up in the four- to 14-week sales period ending in October, Borda observes. "Value-added and organic are what's driving it," he explains. "We're seeing high single-digit and low double-digit growth in both of those areas, respectively. It's a sign that people are turning back to carrots as a healthy snacking option."

Educating consumers about the health benefits of consuming carrots through social media will be an important factor in continuing to drive sales in this category, Borda says. He advocates bringing POS back to the store to help educate the consumer via signage with QR codes that link to supplier websites.

With that in mind, Grimmway is redesigning its website to be more consumer-friendly, educational and interactive, with plans to launch in early 2013.

"People are turning back to carrots as a healthy snacking option."

—Bob Borda, Grimmway Farms