Opinion: Eat Your Broccoli And Wear It, Too
October 8, 2013 Every family has its share of problems. I’m not talking about the “crazy Uncle Larry” kind of problem; I’m talking about health issues such as skin cancer. As this type of cancer has become more prevalent and I’ve had family members treated for the disease, I made sure when my kids were young they were slathered in sunscreen or had a bottle of the stuff with them every time they walked out the door in the spring and summer.
Despite my efforts over the years, there were a few times they escaped my clutches and got too much sun. So when I came across an article about “wearing” broccoli to protect your skin against the sun’s harmful rays, I had to read it. From the National Cancer Institute, the article, aptly titled “Wear Your Vegetables,” discusses research that may give a whole new meaning to broccoli as a “superfood.”
Specifically, a compound in broccoli called sulforaphane may help reduce the risk of skin cancer — if you put it on your skin. According to Sally Dickinson, a research assistant professor in the Pharmacology Department at the University of Arizona who is quoted in the article, “We’re searching for better methods to prevent skin cancer in formats that are affordable and manageable for public use. Sulforaphane may be an excellent candidate,” she said.
Sulforaphane aside, and despite all the known health advantages we get from eating broccoli and other vegetables, it is still an uphill battle to get kids and adults to eat them. Even adding stickers of a favorite cartoon character to a vegetable package is no guarantee kids are going to eat it.
One example of a grower making inroads in this area is Grimmway Farms in California. Carrot Dippers, a newer offering from Grimmway, are available in multipacks of five individual 2.5-ounce packs with ranch dip or as individual 2.5-ounce packs. Talk about a nutritious and convenient snack — just grab and go.
Talk about affordable and preventive, too. Last month, my colleague David Eddy wrote about a program where fruits and vegetables were the prescribed “medicine” during a four-month pilot program involving two New York City hospitals (http://bit.ly/15lH4MA). Essentially, the “produce prescriptions” were coupons for fresh produce redeemable at area farmers markets. I’m going to go out on a limb here and say a produce prescription costs significantly less than one retrieved at the drug store.
Maybe it is time to take a fresh look at how you market your produce. As the ultimate goal of virtually everyone is to stay healthy, that should be your focal point. In fact, here’s a potential new marketing hook: Reduce your medical bills; eat fresh vegetables. In some cases, you may want to wear them, too.
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