............................................................. Subculture............................................................................................... Likes & Dislikes Behaviors & Characteristics Personal Values Overarching Philosophy What is/is not important to this subculture Communication Outlets & Media Usage Projection of the Gluten-Free Market 1 3 4 Recommendations................................................................................. 11 Conclusion............................................................................................... 15 Appendices............................................................................................. 16 References............................................................................................. 24 Will Haven Julie Stansberry Jessica Stephens Lauren West Bonnie Willard Executive Summary This lifestyle of excluding gluten from one’s diet is practiced by three different types of consumers: those who are allergic to gluten, those who choose not to eat it for nutritional reasons, not medical reasons, and those who suffer from celiac disease. Celiac sufferers make up the largest portion of gluten-free consumers. Celiac disease is a genetic, chronic intestinal disorder in which damage to the protrusions, known as “villi” that line the small intestine, is triggered by a toxic reaction to the ingestion of a protein found in wheat gluten or similar proteins (“Gluten-free foods...
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...Celiac Disease What is Celiac disease? Celiac disease is an autoimmune disorder that can occur in people who are genetically predisposed. Celiac disease runs in families so if you have a family member with it then you have a 1 in 10 chance of having it as well. This disease is said to affect approximately 1 in 100 people worldwide. There are at least 2 in a half million Americans who are undiagnosed and are at risk of having long term health problems. Celiac disease can be contracted at any age once a person starts taking medicine or eating foods that contain gluten. If it is left untreated, it can lead to more major health problems. Presently, the only known treatment for celiac disease is lifelong devotion to a strict gluten-free diet. People living gluten free must avoid foods with wheat,...
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...in health magazines, cooking shows and on the shelves in our supermarkets. However, the difference between the present gluten free dietary craze and the fad diets of the past is that losing weight is not the end goal, instead, preventing and warding off disease and illness is. Perhaps for this reason going gluten free has gained global popularity and unparalleled support from the medical community. There are a number of unhealthy side effects that come from consuming gluten that most of us consume in the form of wheat. While research on the issue is still inconclusive we know there is something in the wheat plant that is making many of us sick. This research paper was created to examine how gluten and the wheat grain are affecting humans, the potential causes of the sudden manifestation of gluten related disorders, and what, if anything, can be done to prevent gluten related ailments. By way of background, gluten is the main structural protein found in wheat and other grains such as rye, barley, and oats. Wheat is the most commonly consumed gluten containing grain as it makes up approximately seventy-five percent (75%) of all calories consumed from carbohydrates in the American diet. The gluten proteins found in wheat is what gives dough its elasticity and the ability to rise when combined with yeast. Traditional breads, baked goods, pasta and pizza crust would have never been invented without gluten. It is used to thicken soups, sauces and gravies. Gluten is also used as a...
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...function of the digestive system is to break down food consumed into energy (Huether, 2008). The gastrointestinal tract is the part of the body that is affected the most by digestive disorders (Digestive Disorders, n.d.). There are many digestive disorders considered to be abstruse; the signs and symptoms can vary or be similar amongst them, and the causes of a few of these disorders are not known. Celiac disease is a digestive disorder which causes the villi in the small intestine to become flattened when a protein called gluten is ingested (What Happens With Celiac Disease, 1998-2011). The cause of celiac disease is still being determined, but research has shown it to be an inheritied genetic disease (Celiac Disease, n.d.). Common symptoms of this disorder are chronic diarrhea and constipation, weight loss, and abdominal cramping, (Huether & McCance, 2008). A person with celiac disease needs to follow a gluten free diet in order to prevent serious complications such as rickets, anemia, and osteoporosis (Huether & McCance, 2008). Cirrhosis is a disease where the liver begins to slowly deteriorate and doesn’t properly function due to the replacement of normal tissue with scar tissue (Huether & McCance, 2008). There are many causes of cirrhosis; the two most common are excessive alcohol consumption and hepatitis C (Cirrhosis, 2008). Generally, people are asymptomatic in the early stages of cirrhosis. In later stages of cirrhosis people can have a loss...
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...involved and infused in our food than it ever has before. Every day, our food is moving away from being “natural” and becoming something that is created in a lab. Companies who should not be concerned with how our food is being made, are doing everything in their power to control the food business. Genetic engineering is where scientists take the DNA from one organism and plant it into another organism. Scientists have been doing it to many different types of food, from corn, tomatoes, salmon, and apples, just to name a few. Even though this is a “great” breakthrough, there has not been nearly enough testing done to see how it would affect us, the environment, or other animals, to let it be out on the market. Studies around the world are showing how genetically modified foods are leading to many difficulties people are suffering, from an increase of allergies, to more cases of celiac and Chron’s Disease, and becoming infertile.. If companies like Monstanto are going to create foods like this, we deserve the right to know how our food is being produced and what can happen to us when we eat it. Ever since genetically modified organisms started showing up, we have seen an increase of allergies in people. The modified seeds and foods have not gone through nearly enough testing before being used to make sure that what the scientists were using would not cause harm to humans. They are using all of these ingredients that are foreign to our body, and because we have never eaten anything...
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...Week – 2 Homework GM 520 1. State the administrative agency which controls the regulation. Explain why this agency and your proposed regulation interests you (briefly). Will this proposed regulation affect you or the business in which you are working? If so, how? Submit a copy of the proposed regulation along with your responses to these five questions. The proposed regulation can be submitted as either a separate Word document (.doc) or Adobe file (.pdf). This means you will submit two attachments to the Week 2 Dropbox: (1) a Word doc with the questions and your answers and (2) a copy of the proposed regulation you used for this assignment. (10 points) Ans . Food and Drug Administration (FDA) is the agency which control the regulation. FDA is an agency of Department of Health and Human Services. FDA is responsible for the regulation and inspection of food industry and drug industry including prescription drugs, OTC drugs, cosmetics, veterinary drugs, vaccines etc. By which they are responsible to protect and promote health society. It will not affect me or the place where I am working but my background in Pharmaceutical production and management brings interest in this regulation. Because when pharmaceuticals are committed to provide quality services to the community at the same time they have to follow the rules and regulations which cost the business a good amount of money to introduce a new regulation. Here in this case the gluten free drug manufacturing...
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...Misconceptions and Gluten-Free Dieting Maintaining a gluten-free diet is said to promote weight loss and increased energy. What does science say? For many years, people have developed a mentality that the health claim of going “Gluten-free” can be a solution to easy weight loss and energy promotion. Confusion has evolved and the idea of what gluten actually is has been misconstrued. Many people believe that gluten is completely bad and should be cut from the daily diet of the individual. With this misconceived mentality, the common dieter has a new belief that the “breakthrough” to easy dieting and simple weight-loss will arrive if they simply purge this one protein from their eating habits.2 Cleansing oneself of gluten, however, is not needed unless a gluten allergy is present or the specific individual has a disorder in the small intestine that lacks the ability to process gluten completely, also known as celiac disease. Gluten-free foods don’t come cheap, only driving up the bill at the grocery store and putting a bigger gash in the consumer’s pocket under the false pretense that these foods will act as a miracle-dieting supplement to shed some extra pounds.2 Excluding those with gluten allergies and celiac disorder, gluten free diets are not needed nor are they complete alternatives to traditional weight-loss and energy promotion methods because they do not sufficiently fulfill all of the needed nutritional values in a healthy diet. Over time, many myths about dieting...
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...He began to wonder how many of the people that are on a gluten-free diet even know what “gluten” actually was. He sent one of his interns with a camera crew to a popular Los Angeles hiking spot in search for individuals that claim to be on a gluten-free diet, and hit them with the big question: what is gluten? When most hear the term “gluten-free,” they are immediately reminded of the pretentious Los Angeles individual that tries to portray that they are “healthy.” They imagine the yoga pants wearing, fresh pressed juice drinking, valley girl who tries portrays the epitome of living a “healthy lifestyle.” With that comes the perception that they are either wealthy, maintaining a diet for a future film they will star in, or just because all their friends are on the new trendy diet. Within Jimmy Kimmel’s video, Pedestrian Question – What is Gluten? his audience was able to see just that. When people who claimed to strictly be on a gluten-free diet were asked what exactly gluten...
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...In chapter 6 on page 124, what I found interesting was how 1 percent of people in the United States and Canada have Celiac disease “a disorder in which the body can’t tolerate gluten, a protein found in wheat, rye, barley, and sometimes oat”(Clark 124). I heard of this disease but never knew 1 percent of people had it and as I was reading, what caught my attention was how Celiac disease symptoms is difficult to detect and it vary from person to person, which is scary to know because somebody could have it and not know what the symptoms are could be dangerous. Also I learn that the disease in those people, activate gluten intestinal inflammation where damages in the small intestine occur, where it interfere with absorption of nutrients like calcium and iron which is serious because if no iron is absorbed it leads to anemia and if no calcium is absorbed it leads to osteoporosis....
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...One Percent One percent of America’s population consists of people with an autoimmune disease that eats away their stomach. That one percent is just so darn lucky that they were chosen, somehow and someway, to be a director of their everyday symptoms. Not. No one wants to be unhealthy, though many never had a choice before they were slammed with the brutal reality of imperfection and disappointment. We may never know who picked and choosed the one percent of people who are in terrible pain every day, though I do know one thing for sure. I am part of that one percent. The sun shone through my bedroom curtains, illuminating the darkness of my bedspread. I sighed, knowing that today was going to be grueling. I had recently been instructed...
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...Ann Groose, Maria Fonseca, Brent Beley, Ariana Zamarripa, Bernita Miller and Tammy Housie MKT/421 June 9, 2014 Thomas O’Brien Product, Pricing and Channels In this paper, team C will discuss a gluten-free menu item at Subway and how it solves the current need in the target market. It will include strategies on how to attract the target market through correct appeal, quality, and pricing. Pricing is very important because it is something that determines how much your product is worth. There are two well-known pricing strategies, penetration and skimming. Also, important is the product lifecycle, how long will it stay on the current subway menu? In terms of packaging for the new item, will it be different? Or will it use the current packaging that is offered at the restaurant? Another topic discussed in the paper will be the channels of distribution for the new gluten-free product. Detailed Description of Subway Gluten-Free Menu Item Subway has opened more than 22,000 global locations, in the United States Subway is the largest fast-food chain and its franchises can be found worldwide in 77 countries. It became famous as the healthy choice in fast foods through the story of Jared Fogle, a Indiana University College student who claimed to have dropped 245 pounds from eating Subway sandwiches with six grams of fat or less, low-fat chips, and diet drinks. Subway continued to improve its healthy food choice image by adding salads and wraps; this is a trend now found in...
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...is: Adhesions. 3. Crohn disease is most often diagnosed in which age group? 15-25 years. 4. Which of the following clinical findings would suggest an esophageal rather than an oropharyngeal cause of dysphagia? Chest pain during meals. 5. What does the pathophysiology of chronic gastritis include? Atrophy of the gastric mucosa with decreased secretions. 6. Acute right lower quadrant pain associated with rebound tenderness and systemic signs of inflammation are indicative of: Appendicitis. 7. How may a fistula form with Crohn’s disease? Recurrent inflammation, necrosis, and fibrosis forming a connection between intestinal loops. 8. A 60-year-old male presents with GI bleeding and abdominal pain. He reports that he takes NSAIDs daily to prevent heart attack. Tests reveal that he has a peptic ulcer. The most likely cause of this disease is: Inhibiting mucosal prostaglandin synthesis. 9. Prolonged or severe stress predisposes to peptic ulcer disease because: Of reduced blood flow to the gastric wall and mucous glands. 10. A 50-year-old male complains of frequently recurring abdominal pain, diarrhea, and bloody stools. A possible diagnosis would be: Ulcerative Colitis. 11. What is a common cause of gastroenteritis due to Salmonella? Raw or undercooked poultry or eggs. 12. T-cell lymphoma was diagnosed in a 55-year-old man who had a lengthy history of intestinal disease. Which of the following diseases most likely preceded this...
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...Healthy Portions Conceptual Floor Plan 15 1. Introduction The health food industry is not new, but our restaurant service offering is. Understanding the needs and wishes of those with specific health challenges is becoming more important for the foodservice industry as a whole. With an increasing number of people dealing with serious health issues such as with diabetes, celiac, high cholesterol, and high blood pressure they will expect restaurants to offer solutions. There are hundreds of thousands of websites that provide tips on how to order healthy choices when dining out but should you really have to question the server about everything on a menu, or about how the food is prepared? However if you have diabetes, you need to concern yourself with what you are eating, how much you are eating and when you are eating during the day. Are these questions that should deny you the pleasure of dining out? The answer is unequivocally NO. As a result Healthy Portions was born! 2. Overview of Organization The evolution of Healthy Portions (HP) was the result of 4 socially responsible health-conscious owners who enjoy the social camaraderie of dining out while at the same time dining on healthy flavourful meals. The restaurant is...
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...Let’s follow the path of a delicious ham and cheese sandwich with lettuce and pickles as it is eaten and digested! Start at the beginning and discuss the anatomical parts as well as the biochemical roles that contribute to this sandwich being turned into chemical energy. Be sure to include mechanical and chemical mechanisms, along with how they are metabolized in the body! Digestion is the chemical breakdown of food molecules into smaller molecules that can be used by various cells within the body. The breakdown is initiated when food is ingested in the mouth and specific enzymes are exposed to components within the food molecules. Digestion begins in the mouth with mastication, or chewing, performed by the teeth. The purpose of chewing is to grant the food more exposure to enzymes, therefore allowing chemical digestion to occur faster. The presence of the food in the mouth stimulates exocrine glands. This causes the mouth to secrete digestive enzymes, namely salivary amylase. These secreted enzymes aid in the breakdown of foods, officially starting the digestion process. Carbohydrates in particular are mostly broken down by salivary amylase. Salivary amylase breaks starch, a popular carb, down to maltose. This means that the bread of the ham and cheese sandwich will notably be chemically altered at this point. It is because of this that bread begins to taste somewhat sweet if it is held in the mouth for some time. Muncins, or mucous, found within saliva help hold the food...
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...it is still hard to find gluten free beverages such as beer Smart phones and their applications have become a part of people’s everyday lives. Many people rely on smart phone applications for everyday tasks, such as banking, navigation, shopping and much more. As of June 2008, it was estimated that 43% or 44 million of the US population use smart phone applications. (Urso, 2009) With the rising use of smart phones, creating an iPhone application that allows people who require a gluten free diet to be able to find, log and rate places they find gluten free beer only makes sense. 2.1 Marketing Summary The gluten free market consists of people who are gluten free intolerant/sensitive, have wheat allergies or have been diagnosed with Celiac. This market is not highly targeted now, but the growing need for gluten free foods and beverages is increasing with every generation. Though gluten free consumers have increased to 27% since 2009, a recent Mintel research shows that those diagnosed with celiac disease or gluten intolerance/sensitivity is low. (PR, 2012) "The prevailing problem is that many Americans simply may not realize they are gluten intolerant/sensitive, or they may be ignoring signs and symptoms," says David Browne, senior analyst at Mintel. (PR, 2012) 2.2 SWOT Analysis The Gluten Free Beer application has many strengths and opportunities since it will be targeting a new market niche. There is very little competition and the trend for gluten free products...
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