Progress 09/01/18 to 08/31/20
Outputs
Target Audience:The projects target audience reached during the company's first period of performance included potential SeaKelp+ customers (Artisinal Bread Bakers) and potential consumers. The consumersegment was reached in both the sensory evaluation testing and retail market testing. During the sensory evaluation tests, adults 18 and older were invited to taste bread variations containingSeaKelp+ and provide feedback on their experiences. In addtion, during the live retail trials, our targeted customers got to engage with their own customers and analyze sales traffic for kelp-based breads. The second period of performance expanded on both VitaminSea customers and potential consumers of bread containing SeaKelp+ through the completion of thenational consumer preferences assessment and an extesnive bakery survey. The consumer preference assessment data provided attitudes and preferences about seaweed, kelp bread, value proposition benchmarks, and more. The national bakery survey generated meaningful baseline data regarding the types of bakeries most interested in utilizing kelp as a bread additive, while establishing projected market sizes and pricing for SeaKelp+ post Phase II. A detailed description of the target audience and related accomplishments is provided as part of the final technical report sent to the the NIFA Awards Managment Division. Changes/Problems:The only change/problem to the oringal scope of work resulted from the incoming natioanl pandemic, COVID-19. Given the significance of the pandemic, our university collaborator (University of Maine) suspended the majority of reserach related activities. This resulted in the company needing to pivot to a new subawardee, the Maine Aquaculture Innovation Center. This pivot was requested to the Awards Management Division in early June and approved on June 16th. Once the personnel request was made, the team continued scope of work activiies and was able to accomplish all of the proposed work plan for less than orginally budgted. These changes are outlined in detail in the final NIFA report section "Changes to Proposed Budget". What opportunities for training and professional development has the project provided?
Nothing Reported
How have the results been disseminated to communities of interest?VitaminSea is currently strategeizng how the results of the SBIR program can position their operation to enhance and improve additional members of the aquaculture community by partnering withor purchasing from them. By scaling our business with the commercialization of SeaKelp+, we expect direct and indirect impacts to industry stakeholders across the U.S. What do you plan to do during the next reporting period to accomplish the goals?
Nothing Reported
Impacts
What was accomplished under these goals?
Previously completed and reported tasks includetasks 1-6 of Phase I objectives and tasks 1-4 of Phase II objectives. A synopsis of keytasks for the Phase IIsecond period of performance is referenced below: National Bakery Survey VitaminSea and the Atlantic Corporation conducted a national bakery survey to generate meaningful baseline data regarding the types of bakeries most interested in utilizing kelp as a bread additive and to gain a projection of market size and pricing for SeaKelp+.Participants were contacted by phone for participationand offered the option to complete the survey by phone or by e-mail. Calls took place between June 1, 2020 and July 1, 2020, and the average call length was five minutes. Although the majority of participants had little or no knowledge of dried kelp as a culinary ingredient, bakers wereinterested in exploring it as an additive to their products. Based on the findings (which can be found in the technical report submited to NIFA), it is recommended that VitaminSea follow-up with participating bakeries to provide them with additional information and product research and to engage with other seaweed companies and/or seaweed advocacy groups to develop a campaign educating the baking industry on kelp and its applications. It is also advised that VitaminSea gather additional information from respondents on frequently used supply and distribution companies since most bakeries are only interested in sourcing ingredients from their existing suppliers. Lastly, VitaminSea should conduct informational interviews with the companies expressing interest in pricing collaborations to determine optimal price point for bakeries that still leaves a large enough margin for profitability. Consumer Preferences Assessment A total of 3,973 participants responded to the online consumer survey and read the consent form. Of these, 269 chose not to participate, 23 were excluded for living outside the U.S., and 55 were excluded for not fully completing the survey, leading to a total sample of 3,626 participants. Seaweed consumption was low among participants surveyed, with over half of participants never having eaten seaweed and only a small proportion eating it on a regular basis. Although consumption was low, almost 40% of participants indicated they would be willing to purchase bread made with kelp, suggesting that those who do eat seaweed are willing to try more foods containing it. While many participants indicated they would not purchase seaweed bread, over 30% indicated they are unsure. Significant differences in seaweed consumption and willingness to purchase seaweed bread were found across education status and age. Those with a high school diploma as the highest completed degree wereless likely to buy seaweed bread than all other categories, and those status were less likely to have ever consumed seaweed. Conversely, younger participants were more interested in purchasing seaweed bread than older participants. The findings suggest the target market for seaweed bread may be younger, more educated consumers, but additional testing would be needed to confirm. A detailed breakdown of survey data is available in the final technical report submitted to the USDA or by request via email to VitaminSea Seaweed LLC, Manufactruing Regulation Review and Product Property Analysis Review After an approved changed to subaward personnel due to COVID-19,Medallion Labs and the Maine Aquaculture Innovation Center, led by Dr. Christopher Davis, conducted laboratory analyses to assess how the physical properties of seaweed are affected pre- and post-processing, what potential chemical modifications/characteristics might affect the quality of seaweed ingredients, and what storage conditions best retain high quality parameters in the processed seaweed ingredients to meet food safety regulations. Using the nutrition and product property analysis conducted as a part of this task, Medallion generated nutritional labels for SeaKelp+ packaging in accordance with the FDA nutritional labeling guidance. Both the nutritional labels and the final packaging are available in the NIFA final report. Lastly, VitaminSea and Atlantic Corporation conducted a comprehensive manufacturing regulation review that will aid in the production of SeaKelp+ for market. The goal of the regulation review was to provide a detailed description of federal regulations and recommendations related to food production, food safety and quality, and, where applicable, the design of a new facility needed to scale production. The results for all property analyses are provided in Table 7.2 of the NIFA final report.Of note, Seakelp+ was confirmed to be a rich source of antioxidants. The phenolic content and antioxidant activity was high, at 56000 μmoles TE / 100g and 661 mg GAE/kg respectively. Th results of the regulations review including the following federal agencies: U.S. Department of Agriculture (USDA); Food and Drug Administration (FDA); Environmental Protection Agency (EPA), and the Department of Labor Occupational Safety and Health Administration (OSHA). Dr. Jason Bolton, a Food Safety Specialist and Associate Professor at the University of Maine Cooperative Extension, provided advisement on sources for regulatory information and specific regulations to include in this report. Selection of regulations was also guided by the type, size, and intended use of the planned facility as well as the type of products to be processed and produced. The results of this taks should serve as foundation for other small and mid-sized aquaculture operations looking to enter a new market and generate revenue, while adhering to process regulations. Plant and Equipment Design VitaminSea requires a new production and packaging facility to scale production of SeaKelp+ and other seaweed-based food products. The current facility is not efficient in terms of processing product and lacks the adequate space and layout necessary for a growing business. A free-standing, high-volume, energy-efficient facility is planned. As determiend through our time with LARTA and creating a sustainable commercialiaztion strategy. Determing the operating requirements nesseary to serve a new market, was critiical for positioning for successful commercialization in Phase III. To aid in the construction of a new processing plant, VitaminSea consulted with 44North Architects (44North) to provide a Facility Design Report consisting of schematic design layouts and floorplans, outline of space requirements, exterior renderings, and cost analysis. In addition, the University of Maine Advanced Manufacturing Center (AMC) completed an Alternative Drying System Report outlining suggested solutions that will improve drying efficiency. The result of this collaboration included scalable design requirements, footprint assessments, operating and construction costs, physical and computer-aided floor plans and conditioned space diagrams, and exterior renderings. All of the deliverables in this portion of the task will help VitaminSea raise money for building a new facility. An alternative plan was also put into place for retrofitting the existing operation.The University of Maine Advanced Manufacturing Center (AMC) assessed VitaminSea's existing drying system to develop efficient drying solutions that will improve processing capacity and help prepare for business expansion. this assessment included drying process and complications review, drying alternatives study, and recommended drying strategy. The recommeneded strategy was for a container drying and racking system (desing being withheld due to propriety information). VitaminSea and AMC completed a cost analysis of the new system, as well as preparedCAD drawings of the prototype. Additional information for all Phase II tasks is available in the final techncial report submitted to Dr. Denis Ebodaghe and the awards management division,
Publications
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Progress 09/01/18 to 08/31/19
Outputs
Target Audience:While the company intends to extensively reach different target audience market segments as part of the Phase II effort, the majority of the work will occur during the project's second period of performance scheduled for September 1st 2019 to August 31st 2020. However, during this period of performance, the company initially reached two important market segments: Customers (Artisinal Bread Bakers) Consumers (Various demographic The customer segment was reached in both the sensory evaluation testing and retail market testing. During the sensory evaluation testing, adults 18 and older were invited to taste bread variations with SeaKelp+ and provide feedback on their experiences. In addtion, during the live trials currently happening, potential custoemrs are able to sample bread containing SeaKelp+ and are invited to take a survey to share their experiences. The consumer segment was reached significantly during the Phase I reserach and now in the retial market testing. Phase I efforts led to the particiaption of three retailers to bake and sell bread with SeaKelp+. These early engagementts with reatilers help the company enter a new market for selling seaweed-based value-added products. These collaborations will position the company with the data and experiences needed to execute the commercialization plan in year two and into Phase III. A detailed description of accomplishments is provided as part of the interim technical report sent to the the NIFA Awards Managment Division. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided?
Nothing Reported
How have the results been disseminated to communities of interest?
Nothing Reported
What do you plan to do during the next reporting period to accomplish the goals?The company intends to position itself for a successful commercial launch of SeaKelp+ by finishing tasks that were started but not yet completed during the year one period of performance and completing the remaining tasks specified in the Phase II application. Period two performance tasks include the following Finish Retail Market Testing Trials Finish the Consumer Preferences Assessment Design and Execute the National Bakery Survey (customer database for commercialiaztion) Manufacturing Regulation Review Plant and Equipment Design In addition to completing the Phase II tasks, the company will be preparing a strategic sales plan for SeaKelp+ by hiring a new sales manager, designing a new processing plant with assistance from a new plant manager and team of consultants, and pitching their business to investors to receive capital needed to build a new processing plant.
Impacts
What was accomplished under these goals?
All of the goals reference above were completed as part of Phase I research. For Phase II, the company started or completed the following tasks referenced in the Phase II application: Controlled Baking and Shelf-life Tests (completed) Advanced Nutritional and Microbial Analysis (completed) Advanced Sensory Evaluation Testing (completed) Retail Market Testing (started/continuing) Consumer Preferences Assessment (started/continuing) Controlled Baking and Shelf-life Tests VitaminSea partnered with AIB International of Manhattan, KS to evaluate kelp inclusion in three variations of a basic sponge and dough white pan bread formulation, 5% kelp flakes, 5% kelp meal, and 5% kelp flour. AIB mixed batches to produce eight loaves of each bread variation. Sponge and dough characteristics, including texture, stickiness, and dryness were recorded when the sponge came off the mixture, after fermentation, when the dough came out of the mixer, and at time of make-up. Characteristics such as proof time and loaf volume were subjectively scored and recorded. After cooling for one hour, breads were double bagged and held at room temperature. On Days 1, 3, and 7, two loaves of each variable were sliced and the firmness of bread crumbs were measured on interior slices by compression with a probe. Also on Days 1, 3, and 7, qualitative assessments of grain, texture, crumb body, crumb color, taste/aroma, and mouthfeel were recorded. Advanced Nutritional and Microbial Analysis Building on the benchmark nutritional and shelf-life analyses of Phase I, VitaminSea conducted further analyses on different bread formulations. Medallion Labs of Minneapolis, MN was contacted and analyze bread samples containing 5% of SeaKelp+, milled as flakes, meal, flour/powder and the control bread. Samples tested included: water-soluble and fat-soluble vitamins, ash (total amount of minerals), calories and calories from fat, carbohydrates, fat analysis, total dietary fiber, moisture (Air Oven @ 102C/16hr), protein (Dumas), 6.25 factor, sugars by HPLC, sulfur, metals (calcium, copper, Iron, magnesium, manganese, phosphorus, potassium, sodium, and zinc), and iodine. In addition, Katahdin Analytical Services of Scarborough, ME conducted analysis specifically for microbiological stability over time for each of the bread variations containing 5% additive (flakes, meal, flour) plus the control without the additive. The microbiological study consisted of measurements of aerobic plate count, E.coli / coliform, yeast and mold, listeria (LPT), salmonella, water activity, and pH at 5 intervals over 20 days. The study also included organoleptic observations. The organoleptic analyses recommend a shelf life for each bread formulation of nine days. Each formulation scored a 5 (Excellent) for every category (color, texture, appearance, and odor) from Day 1 through Day 7. Throughout this time period, crusts were golden brown, interiors stayed off-white to tan, and kelp flakes were identifiable. Texture was firm, dense, and spongey. Appearance was noted to be fresh, uniform, and appealing. Lastly, all formulations retained a yeasty, fresh, slightly sweet, bread odor through Day 7. On Day 9, all formulations ranked 5 for color and odor and 4 (Very good) for texture. However, appearance only received a rating of 1 (Poor) due to spots of mold. By Day 13, all formulations ranked 1 for color, which was tan and green due to mold, appearance, which was spoiled- or rotten-looking, and odor, which was moldy and yeasty. The formulations scored a 3 (Good) for texture, which was soft, dense, and crumbly. The microbiology evaluation supported these conclusions. By Day 9, the aerobic count rose from <10-49 colony forming units/gram (CFUs/g) on Day 1 to >49,000 CFUs/g. Similarly, yeast/mold ranged from <10-21 CFUs/g on Day 1 and increased to >49,000 CFUs/g by Day 9. Nutritional values of all three formulations are described ithe technical report submited to NIFA. Advanced Sensory Evaluation Testing Building on the research findings of Phase I's benchtop evaluations and consumer acceptance trials, Dr. Camire, her team of graduate students and technicians at UMaine's School of Food and Agriculture Sensory Testing Laboratory, and VitaminSea staff expanded advanced sensory evaluation testing to capture a wider cross section of consumers and to evaluate three bread formulations: 5% kelp flakes, 5% kelp meal, and 5% kelp flour. Bread was baked by collaborating partner, Big Sky Bread Company and hand delivered to the testing site. The consumer acceptance trials were completed in Portland, ME at the Westin Portland Harborview on July 14th 2019, to coincided with the arrival and departure of tourist ships in an attempt to draw a wide demographic cross section. Recruitment advertisements for residents of the Northeast were placed in the Portland Press Herald newspaper and a UMaine press release was issued in advance to promote the test on multiple media outlets in Maine and New Hampshire. Persons above the age of eighteen years who are residents of the Northeast, willing to eat bread containing seaweed, and have no allergies or sensitivities to bread ingredients were recruited. The UMaine School of Food and Agriculture and VitaminSea's research partners are currently completing an extensive report of the findings which will be made available in September 2019 and represented in the final technical report. Retail Market Testing VitaminSea and Atlantic Corporation designed a trial market testing methodology to determine benchmark sales data in real life. Retail situations for breads containing SeaKelp+ and associated sales metrics and customer feedback survey responses are currently being measure. Hungry Ghost Bread is making and selling the bread at its standalone shop in Northampton, MA; Big Sky Bread Company is making and sell the bread at its shop in Portland, ME; and Borealis Bread is making and selling the bread at its Waldoboro, ME location and also at farmer's markets. Each bread company was provided with an adequate supply of kelp flakes, kelp meal, and kelp flour and allowed three weeks (July 7th to July 28th 2019) to develop a compelling recipe and bread product. Each company is now actively selling their SeaKelp+ based bread products as part of the current bread line. Retailers are selling the breads for two days per week (of their choice) for five weeks (beginning August 5th 2019 and ending September 9th 2019). The bread is being sold one day each week without offering samples and one day each week with a steady supply of fresh samples. Sales metrics are being recorded for each day during the trial. Consumer Preferences Assessment The company is set to begin the project's second period of performance with a national consumer preferences assessment. Driving towards a successful product launch in Phase III, VitaminSea, Atlantic Corporation, and Dr. Camire has designed the survey questionnaire. The survey is in the IRB process now and is scheduled to begin in September. The survey includes general demographic questions, followed by specific questions about seaweed in bread, including kelp bread terminology and general characteristics, nutritional and shelf-life value propositions, and packaging configurations. When the survey is launched and the target number of responses has been reached, the survey will be closed. Survey data will be analyzed by chi-square cross-tabulations to assess relationships along demographic traits and consumer interest in foods containing seaweed. The team will ensure that nine US regions (Northeast, Mid-Atlantic, Southeast, Northeast Central, Southeast Central, Northwest Central, Southwest Central, Northwest, and California) are represented with 400 respondents each. The survey will have a confidence interval of 75% and a margin of error +/- 4% at 95% confidence level.
Publications
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