She’s an innovator because…she is responsible for setting up the clinical pipeline that led Tropicana in its orange juice fortification program.

The Background:

Nancy R. Green, Ph.D., is vice president, nutritional products for Tropicana Products, East Bradenton, FL. She joined Tropicana in 1996 as manager of nutritional sciences. In 1998, she became director of product development and nutritional sciences. Her current responsibilities include managing product development for new and established brands, nutrition sciences, sensory sciences and chemistry services. Prior to joining Tropicana, Dr. Green was head of the Department of Nutrition and Food Science, Auburn University and professor of nutrition, Florida State University.

Words of Wisdom:

What has been the biggest challenge you’ve faced thus far?

“My job provides a world of opportunities and one of my biggest challenges has been to stay focused. There are so many ingredients out there; identifying the ‘big’ ideas and staying true to those will continue to be a challenge.

“Additionally, the challenge is finding the sweet spot between the science and the marketing. We may be bringing new knowledge or ingredients but it is important for the success of the product that we communicate the health benefit to the public.”

What should be the measure of success in our industry?

“Success is measured by providing a successful product that tastes great and promotes a healthy lifestyle. I love the fact that consumers are getting a positive nutrition message rather than a negative one. The key is not to make the consumer feel they have to sacrifice for good health.

“What has been critical for the success of Tropicana is to stay focused on the consumer and the benefits they are looking for. We have very strong brand equity and we are very protective of the trust consumers have given us.”

Where would you like to see your company/your work/your industry in five years?

“In five years, the benefit picture may change but the message will still be the same: keep the health benefit without eroding the taste profile. We will stay tied to consumer research and what benefits customers are looking for. We may want to add certain nutrients but if consumers tell us they are not interested in that in a juice, we need to pay attention.”

Are we making a difference?

“Absolutely! An example would be our calcium product. I am convinced that we will contribute to less people having bone issues because they are getting more calcium in their diet.

“The next opportunity is in the potassium area. Remarkably, 82% of Americans don’t consume the recommended amount of potassium; this is worse even than the calcium numbers. Potassium does make a difference in your diet, and here again we can provide a positive message for consumers.”

If you could change one thing, on an industry-wide scale, that would open up new opportunities for all industry, what would it be?

“To some degree I believe product communication needs to be changed. I think structure/function claims are very powerful and we’ve used them effectively, but they could be even stronger. I would like to see FDA oversee structure/function and health claims on an equal basis for foods and dietary supplements; currently they are treated very differently and allow different information on the labels.”