MarketAccept

abi
li
tyof
Swee
tPotar
o-MalunggayCupcake 1

CHA
HAPTER 1

I
NTRODUC
UCTI
ON OF
OF THE STUDY
DY

 As of t
oday we ar
e not
ici
ng t
hat mo
st of t
he i
ndi
vidual
s do not i
nvol
ve

t
hems
msel
veseat
ingveget
abl
esf
requent
lyf
orma
manyreasonsregar
dlesswh
whet
hert
hesear
e

 val
idornotbasedon t
hei
rrecomm
mme
endeddi
et.Somear
eeat
ingvar
iousveget
abl
esbut

usual
lydependson t
hetast
etheseveget
abl
esar
einf
avoroft
heconsumer
s’appet
it
e

pr
eference.M
.Mostoft
he i
ndi
vidual
sthatbel
ong t
o earl
y st
age oft
hei
rli
ves are t
he

pr
obabl
epersonswhoar
enotent
icet
oeatveget
abl
es.Accordi
ngt
o “
Sci
enc
eDai
ly(
Dec
.

 
1,2011)— Ther
e'san exi
stent
ialcri
sist
hatof
ten happensatdi
nnert
abl
esacr
osst
he

count
ry:why won'
tki
ds eatt
hei
rveg
etabl
es? Res
ear
ch has f
ound t
hatone oft
he

r
easonscoul
d besensi
ti
vit
ytobi
tterness,f
air
lycomm
mmon amo
mongchi
ldr
en -
-about70

per
centhavei
t”f
oundon(
www.
googl
e.com/
m/2009)
.

Chi
ldr
en’
sappet
it
eleadsthem t
oeatf
oodsthatarebasi
cal
lynotfit
tedon t
hei
r

“
Dai
lyRecomm
mmendedDi
et.
”Iti
soneoft
heprobl
ems
ms,manypar
ent
sar
eencount
eri
ng

nowadays.

Same
mewi
th ot
heri
ndi
vidual
swhobel
ongon t
heupperagebrac
ketwhoarenot

 basi
cal
lymaki
ngvege
tabl
esasapar
toft
hei
rmeal
sasusual
,ther
easonscoul
dbel
ack

oft
imecooki
ngheal
thycui
sines,amo
mountofcost
sfor
got
obuyveggi
eswh
wher
esome
mear
e

cost
lyandevenbei
nguneducat
edwi
tht
heheal
thbenefit
sthatt
hei
ndi
vidual
scoul
dget

outofeat
ingveget
abl
es.(
www.
googl
e.com/
m/2011)

 The r
esear
cher
s vest
ed t
he i
nter
est on conduct
ing a st
udy f
or a speci
fic

al
ternat
ive wi
th pr
esence ofatt
ract
ing t
he chi
ldr
en i
nrel
ati
on t
othei
rtast
e and
 MarketAccept
abi
li
tyof
Swee
tPotar
o-MalunggayCupcake 2

pr
efer
encesandl
ooki
ngf
orst
rat
egyt
ohel
ptheadul
ttofindheal
thyf
oodt
hatconsi
ders

conveni
ence, l
ow cos
t but t
he product has i
nfuse
d wi
th heal
thy i
ngr
edi
ent
sfor

i
ncr
easi
ngheal
thbenefit
s.Thi
scome
meupwi
thast
udyon how t
opr
omo
mot
eapr
oductout

ofcomb
mbi
nedveget
abl
esasthema
mai
ningredi
ent
sthatwi
llmeett
hesati
sfacti
on ofyoung

aged peopl
e and above chi
ldhood aged peopl
e.Subsequent
ly,t
he st
udy wi
llal
so

consi
dert
heaccept
abi
li
tythet
ast
eofveget
abl
eli
keSweetPot
atoandMal
unggayoral
so

knownasMi
Mi
racl
eVeget
abl
e,t
urnsi
ntocupcake.Thi
sst
udyi
sma
madet
ohel
ptheparent
s

i
npr
omo
mot
ingheal
thyeat
inghabi
t.

Basedonast
udy,al
most80per
centoft
het
eenagersdonoti
ncl
udeveget
abl
eon

t
hei
rdai
lymeal
scausi
ngi
nsuffici
entabsorpt
ion nut
rient
sneeded by t
hebody.Thi
s

st
udy wi
llencour
age t
hem t
o eatveget
abl
efr
equent
ly.Thi
s wi
llal
so show i
fthe

pal
atabi
li
ty of Swe
wee
t Pot
ato Mal
unggay cupcake wi
llbe accept
ed accor
ding t
othe

di
ffer
entpref
erencesofyoungagedpeopl
eandagedonwards.Thi
sst
udyi
sal
soawayof

educat
ing t
he t
eenager
s and adul
twi
tht
he i
mpor
tanceand benefit
s oft
he sel
ect
ed

 vege
tabl
esf
ort
hem t
oacceptandenj
oyt
henat
uralt
ast
epl
ust
hesavor
yflavorofl
eche

flan.

BACKGROUND OF THE STUDY

Cupcakesar
emi
mi
nicakesf
requent
lybakedi
n asma
mal
l,t
hin paperoral
umi
num

cup.I
tismo
most
lyma
madeofwheatflouri
nfusedwi
thorgani
cingredi
ent
sli
kenati
vef
rui
ts,

gr
ains,nut
s,her
bs and v
ege
tabl
es l
ike mal
ungg
ay.“
Cupcakes hav
e become
me a pop

cul
tur
etr
end i
nthe cul
inarywor
ld.Theyhavespawned dozens ofbaker
iesdevot
ed

ent
irel
ytothem.
m.Whi
lechocol
ateandvani
ll
arema
mai
ncl
assi
cfavori
tes,f
ancyflavorssuch

as r
aspber
ry mer
ingue and espr
esso f
udge can be f
ound on menus. Ther
e ar
e
 MarketAccept
abi
li
tyof
Swee
tPotar
o-MalunggayCupcake 3

cookbooks, bl
ogs, and mag
azi
nes speci
fical
ly dedi
cat
ed t
o cupcake
s.”

(
ml.
jou.
ufl.
edu/2009)
.Fl
our
 isapr
oductmadef
rom gr
aint
hathasbee
n gr
ound t
oa

powder
yconsi
stency
.Comm
mmonl
yavai
labl
eflour
sarema
madef
rom ry
e,bar
ley
,mai
ze,and

ot
hergr
ains,butwheatflouri
smo
mostcomm
mmonl
yusedf
orcupcakes.

Duet
ohi
gherc
ostofwheatt
here
searc
her
sfoundi
nter
est
ingan org
ani
cpl
ant

t
hatcoul
d gi
vehi
ghercont
entofst
arc
h.Thepr
ocessneeded f
orma
maki
ngswee
tpot
ato

flouri
sma
madeeas
ythant
hepr
oces
sofmaki
ngwheatflour
. Swe
weetpot
atol
ocal
lyknown

as“
kamo
mot
e”i
scommonl
ypl
ant
edi
n flatt
osl
ight
lyr
oll
ingopen areas.Thecropi
sal
so

known t
obeacheap bute
xcel
lents
our
ceofcar
bohydrat
es,vi
tami
mi
n A,car
otene,cal
-

ci
um,and phosphor
us.“
Pur
pleSwee
tPot
atoeshavehi
gh cont
ent
sofant
hocyani
n,

 whi
ch i
sa pi
gmentt
hatpr
esent
sthepur
plecol
ori
nthevege
tabl
e.Thepi
gme
ntcan

pr
oducer
ed,bl
ueandpurpl
ecol
orsdependi
ngont
hesour
ce'
schemi
mi
calst
ruct
ure,such

asi
nfoodsl
ikebl
ueberr
ies,r
edgr
apesand r
edcabbage.Shesai
d ant
hocyani
nshave

 beenepi
demi
ologi
cal
lyassoci
atedwi
thar
educedcancerr
isk,butt
heant
i-cancerabi
li
ty

oft
hepurpl
esweetpot
ato has notbeen wel
linvest
igat
ed.
”Accor
dingt
othest
udyof

SoYoungLi
m,ast
udentofKansasSt
atewi
thherassoci
ateProf
.Geor
geWa
Wangpost
edi
n

 w
( ww.
sci
encedai
ly.
com /2011)
.

 A ver
sat
il
ecr
op,sweetpot
ato hasmul
ti
far
ious uses.I
tis notonl
y gr
own as a f
ood

subst
itut
eforri
ceandcornbutal
soasapot
ent
ialsourceofraw mat
eri
alsf
ori
ndust
rial

usesandf
ooddel
icaci
es.Sweetpot
atoi
sbei
ngpr
ocessesi
ntof
eeds,flour
,st
arch,and

pect
inf
orl
ocaland exportmar
ket
s.Same
mewi
wi
th Mal
unggayl
eav
esofwhi
ch,wasonce

consi
der
eda"
poorman'
sveget
abl
es"butnow i
tisknownasa"
mir
acl
etr
ee"or"
nat
ure'
s
 MarketAccept
abi
li
tyof
Swee
tPotar
o-MalunggayCupcake 4

medi
cinecabi
net
".“Mo
ring
aol
eif
era 
iscurr
ent
lybei
ngpromot
edasameanst
ocombat

mal
nut
rit
ion.The l
eaves cont
ain al
lessent
ialami
no aci
ds and areri
ch i
n pr
otei
n,

 vi
tami
n A,vi
tami
n B and Vi
tami
n C,and mi
ner
als.Ther
eisno doubtt
hatt
hepur
e

Mori
ngaOl
eif
eraTreel
eafi
sthesour
ceofi
ncredi
bleheal
th benefit
s.I
t'
stheul
ti
mat
e,

nat
ural
, or
gani
c, ener
gy and endur
ance heal
th suppl
ement
”pos
ted i
n

 w
( ww.
li
feshi
ne.
blogspot
.com/2009)
.Te
ndermal
ungga
yleav
esal
sor
educephl
egm and

ar
e admi
nist
ered i
nter
nal
lyf
or sc
urv
y and cat
arr
hal condi
tions. Anot
her mai
n

i
ngredi
entoft
hepr
oductt
hatcanbecul
ti
vat
edandsuppl
iedeasi
lybecauset
hisi
snot

muchsuscept
ibl
ecompar
edt
oot
herpl
ant
s.

RATI
ONALE OF THE STUDY

Respondent
s’ages7 and abovearehavi
ngdi
fficul
ti
eson t
hei
rconsi
stencyi
n

pr
omot
ing heal
thy eat
ing habi
t.Thi
s come up wi
th a st
udy t
o hel
pthe par
ent
s

i
ncl
udi
ngt
hesai
dagebr
acketper
sonst
ofindf
ood t
hatwi
llbeaccept
edcombi
ningt
he

t
ast
eoft
hevege
tabl
esl
ikeMal
unggayandSweetPot
atosamewi
tht
headul
tfort
hem t
o

l
ookf
orapr
oductt
hatwi
llbei
dealon t
hei
rdesi
redheal
thbenefit
s.Weal
somadet
his

st
udy t
o know whet
hert
heacc
ept
abi
li
ty ofSwee
tPot
ato Mal
ungga
y cupcakebyt
he

peopl
eages7andabovewi
llhaveabi
gimpactt
otheval
ueoft
het
woveget
abl
e

CONCEPTUAL/THEORETI
CALFRAMEWORK

 Ti
tl
e:Manufacturi
ngofSwee
tpot
atoMal
unggaycupcake
 TARGETMARKET RESEARCH DESIGN AND
• AGEI LI
NMI
PUT
T ME
PROCTHS
EOSDS
• GENDER
• CURRENTSTATUS CONDUCTING I
NTERVIEW
• AMOUNTTHATI S
 WI LLING TO GI
VEUP SURVEY
 TO PURCHASETHE
SAID PRODUCT DEGREEOFACCEPTABI LI
TY
• SAMPLE INTHEMARKET
POPULATI
ON
• PROBLEMSOFTHE RESEARCH DESI
GN AND
CORRESPONDENCE METHODS
 MarketAccept
abi
li
tyof
Swee
tPotar
o-MalunggayCupcake 5

“
MARKET

 ACCEPTABI
LITYOF

SWEETPOTATO

MALUNGGAYCUPCAKE”

STATEMENTOFTHEPROBLEM

Thi
sisa st
udyoft
hemarketaccept
abi
li
tyofSweetPot
atoMal
unggay

cupcakest
other
esi
denceoft
hefir
stdi
stri
ctofLagunawi
th al
imi
ted agebr
acketof

7andabov
e.

Speci
fical
lyi
tanswerst
hef
oll
owi
ngquest
ions:

1.Whati
sthedemographi
cprofil
eoft
her
espondent
sint
ermsoft
he:

a.Gender c.Educ
ati
onalBackgr
ound

 b.Age d.l
ocat
ion

2.Whatar
ethepr
efer
encesoft
here
spondent
stowar
dthepr
oposedproducti
n

t
heaspect
sof
:

a.Tas
te c.Packagi
ng

 b.Pr
ice
 MarketAccept
abi
li
tyof
Swee
tPotar
o-MalunggayCupcake 6

3.Whataret
herespondent
'spr
efer
encesi
ntermsoft
hef
oll
owi
ng:

a.Wi
ll
ingnesst
obuy

 b.Fr
equencyofconsumpt
ion

4.Whatar
ethewayst
opr
omot
etheproduct
?

Obj
ect
ives:

•  Tode
ter
minet
hemar
ketaccept
abi
li
tyoft
hepr
oposedpr
oduct
,theSweetPot
ato-

Mal
ungga
yCupcake.
•  Togi
veanot
herpossi
bleoppor
tuni
tyf
ort
hosei
nter
est
ed Fi
li
pinosencour
agi
ng

them t
opartici
pateonthebusi
nessindustry
.
•  Topresentt
hepr oductasanat
tract
ivecommodi
tyi
nthemar
ketandi
nthi
sway

t
hepr
oductmaybeascompet
it
iveast
heot
hercupcakes.

SI
GNI
FICANCEOFTHESTUDY:

 Thi
sst
udy wi
ll be a si
gni
ficant endeavor i
n pr
omot
ing “
SWEET POTATO

MALUNGGAY CUPCAKE”i
nthefir
stdi
str
ictofLaguna.Consi
der
ing t
hatt
he mai
n

i
ngr
edi
ent
soft
hesai
dpr
oductaresi
gni
ficantsour
cesofr
equi
rednut
rient
sneeded by

i
ndi
vidual
s.Ther
esear
cher
smadest
udyandanal
ysi
saboutt
hepr
oductt
odet
ermi
ne

t
hei
mpactoft
het
ast
eandpr
efer
encesofyoungagedpeopl
eandadul
tinr
elat
ion t
he

proc
essofpromot
ingmal
unggayand swee
tpot
atoast
hemai
ningr
edi
ent
sin maki
ng

cupcake,whi
chbot
h arepl
ayi
ngcruci
alni
chei
n pr
ovi
dingmul
ti
-nut
rient
s.Thi
sst
udy

 wi
llbebenefici
alt
othet
arge
tmar
ketasi
def
rom t
henut
ria-
fact
sthepr
oducti
smade

i
ntof
ancy-
li
kecupcakewi
thl
echeflan somefil
li
ngi
nsi
de.Theresearc
hersal
soi
ncl
ude

t
hef
actorofatt
racti
on t
hrough consi
deri
ngthepr
oduct
’sappealt
othetar
getmarket
s

appe
tit
e.
 MarketAccept
abi
li
tyof
Swee
tPot
aro-
MalunggayCupcake 15

  They ar
e excel
lent sour
ce of avonoi
 fl dsl
ike bet
a-car
otene and vi
tami
n

 A(
provi
des14187I
U ofvi
tami
nA and 8509mcgofβ-
car
otene).Theval
ue 
isone

oft
hehi
ghestamongrootveget
abl
escat  T
y.hesecompoundsar
egor epower
ful

nat
ural ant
ioxi
dant
s. Vi
tami
nAi
s al
so r
equi
red by t
he body t
omai
ntai
n

i
ntegr
ity ofheal
thy mucus membranesand ski
n.I
tis al
so vi
talnut
rientf
or

 vi
sion.Consumpt
ion ofnat
uralvege
tabl
esandf
rui
tsr
ich i
n flavonoi
dshel
pst
o

pr
otectf
rom l
ungandoralcavi
tycancers.

  Thet
uber
sar
epac
ked wi
th manyessent
ialvi
tami
nssuch aspant
otheni
caci
d

(
vit
ami
n B5)
,pyr
idoxi
ne(
vit
ami
n B-
6)and t
hiami
n(vi
tami
n B-
1),ni
aci
n,and

ri
boflavi
n.Thesevi
tami
nsareessent
iali
nthesensethatbodyr
equi
rest
hem

f
rom ext
ernalsour
ces t
orepl
eni
sh.Thesevi
tami
ns f
unct
ion as co-
fact
orsf
or

 var
iousenz
ymesdur
ingmet
abol
ism.

  They al
so cont
ain good amo
unt
s ofmi
ner
alsl
ike i
ron,cal
cium,magnesi
um,

manganese,andpot
assi
um t
hatareveryessent
ialf
orbodymet
abol
ism

• Si
nce 1977, Phi
lroot
crops has ge
ner
ated and di
ssemi
nat
ed r
oot cr
op

t
echnol
ogi
esandi
nformati
ont
hathavehel
pedi
mpr
ovet
hel
ivel
ihoodofr
ootcr
op

grower
s,pr
ocessors,andent
repr
eneur
snat
ionwi
de.Amongi
tsdi
ver
sifiedr
ange

ofproductsdevel
opedfrom r
ootcropsincl
udechips,st
arch,flour
,andgrates.
• "Root cr
ops are good sour
ces of sol
uble di
etar
y fiber that act
ivel
ylowers

chol
est
eroli
nthebodyand al
sopr
event
stumorf
ormat
ioni
nthecol
on,
"sai
d Dr
.

 Tr
ini
dad P.Tr
ini
dad,Sci
ent
istI
Ioft
heFood and Nut
rit
ion Resear
ch I
nst
itut
e

(
FNRI
),i
nasymposi
um hel
datt
heuni
ver
sit
yont
hei
nnat
enut
rit
ionalbenefit
s
 MarketAccept
abi
li
tyof
Swee
tPot
aro-
MalunggayCupcake 16

ofr
ootcr
op consumpt
ion,pri
mari
lyf
ort
hepre
vent
ion ofchr
oni
cdi
seasesl
ike

cardiovascul
ardi
sease,cancer
,chroni
crespirat
orydisease,anddiabet
es.
• In 2002,t heWorl
d Health Organi
zat
ion (
WHO)r eport
ed thatchroni
cdiseases

account
edf
or57% ofal
ldeat
hsi
nthePhi
li
ppi
nes.More
over
,thepr
eval
enceof

obesi
ty and bei
ng overwei
ght
,two oft
he l
eadi
ng causesoft
hesedi
seases,i
s

expect
edt oi
ncr
easeinbothmenandwomeninthenext10years.
•  Tri
nidad sai
dthatatleas
t80% ofpr
emat
ureheartdi
sease,st
roke,and t
ype2

di
abet
es,aswel
las40% ofcancercoul
d bepr
eve
nted t
hrough a heal
thydi
et

t
hat i
ncorpor
ates r
ootcr
ops,r
egul
ar physi
calact
ivi
ty,and t
he avoi
dance of

t
obaccopr
oduct
s
• "
Kamo t
eandcassavaar
ebot
hhi
ghi
ncal
cium,whi
chi
sessent
ialf
orbonegr
owt
h

anddevel
opment
,"s
aidTr
ini
dad."Gabii
shi
ghi
nir
on,whi
chhel
psi
ncr
easebody

r
esi
stancet
oinf
ect
ion;andzi
nc,whi
chi
simpor
tantf
ordevel
opmentandenzyme

 f
unc
tions.Meanwhi
le,uber
ateshi
ghi
ntanni
cac
id,whi
chhasant
i-
bac
ter
ial
,ant
i-

e
nzymati
c,andast
ringentpr
ope r
tis.
e "
• “
Thetr
oublewit
hmo str
ootcropsisthatt
hesear
enotsexyandpopul
arf
oodf
or

t
hose l
ivi
ng i
n ur
ban ar
eas. Taket
hecaseofg
abiand kamot
e,young peopl
e

woul
drat
hereathambur
ger
,chi
psandi
cecr
eam ,
”Tr
adeandI
ndust
rySecr
etary

 Jesl
iA.Lapussai
d. “Thesear
enotsex
yfood butt
hesec
an hel
p you bec
ome

heal
thyandsexy.
”
• Commer
cial
ism and f
astf
ood has skewed consumer
stowar
ds j
unk f
ood,

Secr
etaryLapus sai
d. “
Butwe hope t
hatpr
opereducat
ion on nut
rit
ion wi
ll

makethepopulat
ioni ncr
easetheintaket
her ootcr
ops.”
• “
Peopl
e come t
or eal
izethe benefit
s ofconsuming root
crops when di
seaseand

 poorheal
th hasal
readyset
tl
ed i
nthei
rbodysys
tem buti
t’
stool
ate,
”Se
cre
tar
y

Lapus.“
Whet
heri
tisa changeofl
if
est
yleorachangeofeat
inghabi
ts,a new
 MarketAccept
abi
li
tyof
Swee
tPot
aro-
MalunggayCupcake 17

i
ndust
ry i
s devel
opi
ng as c
onsumer
s r
eal
ize t
he need t
o eat heal
thy .
”(

ht
tp:
//www.
dti
.gov
.ph/dt
i/i
ndex.
php?p=154&t
ype=2&sec
=5&ai
d=385.
2010)

Revi
ew ofr
elat
edLi
terat
ureofCupcakes

‘
Mal
unggaymuffins’
ser
vedThur
sdayatQui
rinoanni
ver
sar
y

ByCEASAR M.PERANTE

Sept
ember9,2009,8:
00pm

CABARROGUI
S, Qui
rino — An ent
erpr
isi
ng housewi
fe

haspre
par
edmor
ingamuffin— whi
chi
ssai
dtobet
heoffici
alsnackf
ort
hece
lebr
ati
on

 Thur
sdayoft
he38t
hfoundi
nganni
ver
sar
yoft
hispr
ovi
nce.

Hi
ldaArr
ojo,r
esi
dentoft
hiscapi
talt
ownwhol
ovest
obake,wascommi
ssi
onedbyt
he

prov
inci
alt
our
ism officet
obaket
housandsoft
hemal
unggay
-base
dmuffinassnackf
or

t
housands of f
est
ival par
tici
pant
s.

Herpr
oducthadearl
ierwonf
orherdaught
ert
hegr
andpri
ceatacooki
ngcompet
ioni
n

sc
hool
.“LastJul
ywhenmydaught
er’
steacher
saskedmet
oassi
stt
hem comeupwi
tha

si
mpl
ereci
pet
hati
smal
unggay-
based f
ort
hei
rcooki
ngcont
estduri
ng t
heNut
rit
ion

Mont
h cel
ebr
ati
on, st
eamed muffin (
put
o) came t
o my mi
nd,
” sai
d Ar
roj
o.(

ht
tp:
//bel
lybi
tes.
wor
dpr
ess.
com/2009/09/26/mori
nga-
mal
unggay-
cupcakes/)
 MarketAccept
abi
li
tyof
Swee
tPot
aro-
MalunggayCupcake 22

•100gmsor1cupofcookedmal
unggayl
eave
scont
ain3.
1gpr
otei
n,0.
6gfiber
,96mg

cal
cium,29 mgphosphor
us,1.
7 mgi
ron,2,
820 mgbe
ta-
car
otene,0.
07 mgt
hiami
n,

0.
14amgri
boflavi
n,1.
1 mgni
aci
n,and 53 mgofvi
tami
n C.(
Dr.Lydi
aMar
erooft
he

FoodandDr
ugResear
chI
nst
it
ute-
FNRI
)

Studies

• Mori
nga pr
eparat
ions have been ci
ted of
ten i
n sci
ent
ific l
it
erat
ure as ant
ibi
oti
c,

ant
ii
nflammat
ory
,hypochol
est
erol
emi
candhypogl
ycemi
c.Howeve
r,manyoft
here
port
s

ar
e not pl
acebo-
cont
rol
led r
andomi
zed cl
ini
cal t
rial
s.

•Anti
-Inflammat
ory / Anti
-t :Ant
umor i-i
nflammt
ory and Ant
itumor Act
ivi
ti
es of

See
dsExt
ract
sofMal
unggay A st
 —  udyshowedt
hecr
udeet
hanolext
ractofdr
iedseeds

i
nhi
bit
edt
hecar
ragee
nan-
inducedi
nflammat
ion i
nthehi
ndpaw ofmi
ceby85% ata

dosag
eof3 mg/gbody wei
ght
;themat
uregr
een se
edsby77%.Thecr
udeet
hanol

ext
ract al
so i
nhi
bit
ed t
he f
ormat
ion ofEpst
ein-
Barr vi
rus-
ear
ly ant
igen (
EBV-
EA)

i
nducedby12-
0-t
etr
adecanoyl
phorbol
-13-
acet
ate(
TPA)
.Atadosageof100 ?g/ml
,the

ext
ract i
nhi
bit
ed EBV-
EA f
ormat
ion by 100% sugge
sti
ng i
ts ant
itumor
-promot
ing

act
ivi
ty.

<Abst
ract
:ht
tp:
//www.
sti
i.
dost
.gov.
ph/pj
sweb/data/ant
itumor_of
_mal
unggay.
htm>

•Ovari :Possi
an Cancer ble Rol
e ofMori
nga ol
eif
era Lam.Rooti
n Epi
thel
ialOvari
an

Cancer
:Ahormonalet
iol
ogyofepi
thel
ialovari
ancancerhasbeenl
ongsuspect
ed.St
udy

suggest
sM Ol
eif
eracan i
nterf
erewi
thhormoner
ecept
or-
rel
atedandneopl
ast
icgrowt
h-

r
elat
ed cyt
oki
ne pat
hways t
hrough cent
ral
ly ac
ting mec
hani
sms.

•Ast  A
hma: nt
iast
hmat
ic act
ivi
ty of Mor
inga ol
eif
era Lam A
: cl
ini
cal st
udy: St
udy

showed i
mprove
menti
nfor
ced vi
talcapaci
ty,FEV1,and peak expi
rat
oryflow r
ate.I
t
 MarketAccept
abi
li
tyof
Swee
tPot
aro-
MalunggayCupcake 23

sugg
est
s usef
ulness f
or MO seed ke
rnel i
n pat
ient
s wi
th as
thma.

•Anti
bi c:50 ye
oti arsago,a st
udy yi
elded Pt
erygos
permi
n,a compound t
hatr
eadi
ly

di
ssoci
atesi
ntot
womol
ecul
esofbenzy
lisot
hiocyanat
ewhi
chhasbeenshown t
ohave

ant
imi
crobi
alpropert
ies.Unf
ort
unat
ely,many oft
he r
eport
s ofant
ibi
oti
c efficacy i
n

humanswer
enotf
rom pl
acebo cont
rol
led,r
andomi
zed cl
ini
calt
rial
s.Recentst
udi
es

ha
ve demons
trat
ed possi
ble efficacy agai
nst H. pyl
ori
.

•Anti
urol
ithi
ati
c: 
Studyshowedl
oweri
ngofst
onef
ormi
ngconst
ituent
sint
heki
dneys

ofcal
cul
ogeni
crat
swi
tht
heuseofaqueousand al
cohol
icext
ract
sofMO suggest
ing

ant
iur
oli
thi
ati
c act
ivi
ty.

•Ant
imi
crobi
al/ Wat
erPur
ifyi
ing:St
udy ofMO see
ds past
eforwat
erpur
ificat
ion

 yi
eldedast
eroi
dalgl
ycosi
de,st
rophant
idi
n,abi
oact
iveagenti
ntheseed.Theseedpast
e

 wasf
oundeffect
ivei
ncl
ari
ficat
ionandsedi
ment
ati
onofi
nor
gani
candor
gani
cmat
teri
n

r
aw wat
er,r
educi
ngt
otalmi
crobi
alandcol
if
orm count
sby55% and65% r
espect
ivel
y,i
n

24 hour
s, compar
ed t
o al
um wi
th 65% and 83% r
educ
tion.

•Ant
ipyret
ic / Wound Heal
i  
ng:St
udyoft
heet
hanol
icand et
hylacet
ateext
ract
sof

MO showed si
gni
ficantant
ipyret
ic acti
vit
yinr
ats;t
he et
hylacet
ate ext
ractofdri
ed

l
eaves showed si
gni
ficant wound heal
ing on r
at wound mode
ls.

•Anal
gei
c: 
Previ
ousst
udi
eshaveshown anal
gesi
cact
ivi
tyf
rom t
hel
eavesofMO.Thi
s

st
udyon t
heal
cohol
icext
ractofMO seedsshowedpot
entanal
gesi
cact
ivi
tycomparabl
e

t
o t
hat of aspi
rin dose of 25 mg/kg BW.

•Ant
ioxi
dant / Hypol
ipi
demi
c / Ant
i-At
her
oscl
erot
ic:St
udy showed l
ower
ing of

chol
est
eroll
evel
sandreduct
ion oft
heat
heroscl
erot
icpl
aquef
ormat
ion.Resul
tsi
ndi
cat
e

MO possesses ant
ioxi
dant
,hypol
ipi
demi
c and ant
iatheroscl
erot
ic act
ivi
ti
es and has

t
her
apeut
ic pot
ent
ial f
or t
he pr
event
ion of car
diov
asc
ular di
sease
s.
 MarketAccept
abi
li
tyof
Swee
tPot
aro-
MalunggayCupcake 24

•Anti
-Di
abeti
c: 
Studyoft
heaqueousext
ractofMO l
eav
esi
n STZ-
induce
d sub,mi
ld,

and sev
erel
y di
abet
icr
ats pr
oduced l
ower
ing of bl
ood gl
ucose l
evel
s, si
gni
ficant

r
educt
ion i
n uri
nesugarand uri
nepr
otei
nlevel
s.St
udyval
idat
essci
ent
ifical
lycl
aims

on MO as et
hnomedi
cine i
n t
he t
reat
ment of di
abe
tes mel
li
tus.
(

ht
tp:
//st
uart
xchange.
com/Mal
unggay
.ht
ml)

SWEETPOTATO

Root c
rops hav
elong been under
est
imat
ed by t
he publ
ic because of t
hei
r

t
radi
ti
onali
mageasa poorman’
scr
op.However
,thei
rcapaci
tyt
owi
thst
and margi
nal

cul
tur
alandenvi
ronment
alcondi
ti
onshasmadet
hem i
ndi
spensabl
etoupl
andf
armi
ng

sys
tems.Mostr
ootcr
opsr
espond wel
ltore
commended cul
tur
alpract
icesand offera

 br
oad var
iet
yofend pr
oduct
sand waysofut
il
izat
ion.Ther
efor
e,t
hesear
econsi
der
ed

i
mport
ant component
s of t
he agri
cul
tur
al and agro-
indust
rial sect
ors of t
ropi
cal

count
ries,such ast
hePhi
li
ppi
nes.Advancesi
nrootcr
opsres
ear
ch and dev
elopment

(
R&D)
,especi
all
yforswee
tpot
atoand cassava,havet
ransf
ormed t
hesecr
opsf
rom a

l
owl
y subsi
stence st
apl
efood t
oimpor
tantcommer
cialcr
ops wi
th mul
ti
ple usesas

pr
ocessed snackf
oods,i
ngredi
ent
sforf
eedf
ormul
ati
on,andi
ndust
rials
tarchofvari
ed

uses.Consi
der
ingthatposi
ti
vei
ndust
rydevel
opment
scont
inuet
ohappen,r
ootcr
ops

havegreatpot
ent
ial
sandopport
uni
ti
est
ocapt
ureagoodshareoft
heworl
dmarket
,not

t
oment
iont
hebr
oaddomest
icmar
ketopport
uni
ti
es.

Commodi
tyI
ndust
rySi
tuat
ion

 Aboutonemi
ll
ion r
esour
ce-
poorhousehol
dsi
nthePhi
li
ppi
nesar
eengaged i
n

r
ootcr
op f
armi
ng.Maj
ori
ty oft
hese aresubsi
stence f
arms charact
eri
zed by shi
ft
ing
 MarketAccept
abi
li
tyof
Swee
tPot
aro-
MalunggayCupcake 36

t
hebadcupcakesf
rom t
hegoodcupcakes.Wewantt
otr
eatourcupcake

i
ngr
edi
ent
swi
thr
espectbecausecupcakei
ngr
edi
ent
sdonotgr
ow ont
rees!

(
htt
p://best
cupcaker
eci
pes.
blogspot
.com/2009/02/cupcake-
ingr
edi
ent
s-f
or-
cupcake-

r
eci
pes.
html
)

SWEETPOTATOES:

Heal
thBenefit
sofSweetPot
atoes

I
nsomehomesi
ntheUni
tedSt
ates,sweetpot
atoesareonl
yserv
edat
 Thanksgi
ving,

event
hought
heyar
eavai
labl
eyear
-round.Toobad.Sweetpot
atoesar
eoneoft
he

unsungher
oesofabal
anceddi
et.Forar
easonabl
enumberofc
alo
rie
s,yougetal
oadof

nut
rient
s.Sweetpot
atoescont
ain carot
enoi
ds 
thatappeart
ohel
pst
abi
li
zebl
oodsugar

l
evel
sandl
oweri
nsul
inr
esi
stance,maki
ngc
ell
s morer
esponsi
vet
oins
uli
n.Thi
scan

ul
ti
mat
elyhel
pwi
thyourmet
abol
ism.

Sweetpot
atoesarepackedwi
thbet
a-car
otene.
Heal
thBenefit
s

 Thi
sst
arch 
yvege
tabl
e hasbul
ktokeepyourt
ummyf
ullf
orhours.Yeti
tsnut
rit
ional

pr
ofil
emakest
hecal
ori
eswort
hit
,especi
all
ysi
ncet
heyaref
at-
free.I
ts 
fiber
 al
onei
s

enought
omakeaswee
tpot
atowor
theat
ing.

I
fabet
a-carot
enecont
estwer
ehel
d,sweetpot
atoeswoul
dti
e c
arr
ots 
forfir
stp
lac
e.

 Thatmaymaket
hem t
op-
not
chf
orfight
ingchr
oni
cdiseases 
li
ke 
cancer
 andheart

disease,aswel
lasdi
seaserel
atedt
oinflammat
ion,suchas 
ast
hma 
andr
heumat
oid
 MarketAccept
abi
li
tyof
Swee
tPot
aro-
MalunggayCupcake 37

ar
thr
iti
s.Sweetpot
atoesareal
sori
chi
n pot
assi
um and 
vit
ami
nC;asmal
lpotat
o

pr
ovi
desal
mosthal
fthedai
lyal
lowance.
 ht
( t
p://home.
howst
uffwor
ks.
com/sweet
-pot
atoes3.
htm)

Sweet
pot
atoi
nAsi
a

Sust
ainabl
est
rategi
esf
orr
educi
ngpovert
y

I
nAsi
a’srapi
dlydevel
opi
ngeconomy,rur
alpovert
yper
sist
s,wi
thmoret
han 200

mi
ll
ionrur
alpoorl
ivi
ngonl
esst
hanUS$1aday.Vi
brantgr
owt
handevol
vingmarket
s

meant
hatknowl
edgeabouthow t
oadaptsmal
lscal
efarmi
ngsy
stemst
ochangei
sa

cruci
alt
oolf
ori
ncreasi
ngt
hei
rincomes.Asi
aaccount
sfor86percentof

 wor
ldswee
tpot
atopr
oduct
ion,wi
thChi
naal
onecont
ribut
ing80per
cent
.Swee
tpot
atoi
s

al
soamaj
orcr
opi
nIndi
a,Bangl
adesh,Vi
etnam,I
ndonesi
a,t
hePhi
li
ppi
nes,andot
her

Paci
ficI
slands.I
nSout
hAsi
a,sweet
potat
oisani
mportantst
apl
eforf
oodsecuri
ty,but

muchoft
hesweet
pot
atogrowni
nther
egi
oni
sdest
inedf
orani
malf
eedorprocessi
ng.

CI
Ppri
ori
ti
esareonpr
ovi
dingadapt
edvari
eti
est
hatar
enut
rit
ious,canbeusedf
or

f
oodandf
eed,aret
olerantt
odr
oughtandsal
ini
ty,andarepestanddi
seaseresi
stant
.

Pr
oject
str
ainf
armer
sinsweet
pot
atocr
opmanagement
,wi
theffort
sdi
rect
edataddi
ng

 val
ue,devel
opi
ngpr
oduct
s,i
mpr
ovi
ngcol
labor
ati
on,andst
rengt
heni
ngl
inks

t
hroughoutt
hemarketchai
n.I
not
herpr
oject
sthedevel
opmentofcheap,

nut
rit
ioussweet
pot
atobasedf
eedf
ormul
asr
educespr
oduct
ioncost
s,r
esul
ti
ngi
n

gr
eat
ergr
ossmargi
nsf
ort
her
egi
on’
sfarmer
swhol
argel
ydependonmi
xedcr
op-

l
ives
toc
kagr
icul
tul
tur
e.
 ast
oni
shi
ngme
met
amo
morphosi
sfr
om i
tshome
mey1950ssqui
ggl
e-t
oppedHost
essavat
art
oit
s

2000ssuper
glam st
atusast
hechi
ccomf
mf
ortsnackofSexandTheCi
ty’
sMa
Manol
o-cr
azy

he
roi
nes. Ugl
y duc
kli
ng t
urne
d swan. That
’s our cupcake.

 Acupcakei
sappr
oachabl
e.Mostpeopl
ewi
llt
ryoner
athert
hanasl
iceofcake.Ther
e’s

some
met
hingver
ysat
isf
yingaboutt
hedi
spl
ayofa cupcake whi
ch you don’
tgetwi
tha

cooki
eorabr
owni
e,saysabl
ogger
.Past
riesdon’
thavet
hatahaf
actor
.Theydon’
tmake

peopl
e’sf
acesl
ightup when t
heyst
arei
ntoa baker
ycaset
hewaycupcakesdo.And

cupcakesgetmor
ebr
owni
epoi
ntsf
orma
maki
ngpeopl
esoci
alt
han anyot
herswee
t.How’
s

t
hat
?v The pr
ett
y yum t
hings can t
eac
hthei
r PYT dev
otee
sa t
hing or t
wo about

makeove
rsandmovi
ngwi
tht
het
imes.Taket
hel
egendaryr
edvel
vetcupcake.Oncean

ol
d-f
ashi
oned r
eci
pe t
hatr
eli
ed on t
he chemi
mi
calr
eact
ion ofunpr
ocessed cocoa wi
th

 but
ter
mil
ktoge
tit
str
ademar
kredhue,i
tnow t
hri
vesonf
oodcol
our
ing.Cupcakesvot
e

f
or change. (
Ther
e’s even an Obama cupcake.
)

Beyoursel
f,sayscupcaket
hei
ndi
vidual
ist
.Toeach hi
sorherownf
rost
ing.There’
sone

f
or ev
ery ki
nd of per
sonal
it
y. De
Devi
l’
sfood wi
th chocol
ate ganâche f
or di
e-har
d

chocohol
ics,whi
techocol
ateand gre
en t
ea f
orsophi
sti
cat
es,chail
att
eormocha f
or

caffei
neaddi
ctsand gl
uten-
free f
ort
heflourchal
lenged.Careeri
stsl
ike t
heri
se-
rise

successst
oryofcupcakes.Roma
mant
icsl
ikei
tscr
eamy
myswi
wi
rl
ingpeaks.Thepartever
yone

l
ikes–you don’
t have t
o shar
e i
t.

Oneoft
hef
ew i
ndust
riest
oboom dur
ingr
ece
ssi
on,t
heAmer
icancupcakebubbl
ehas

l
eft economi
mi
sts mi
ght
yimpr
esse
d. As a cupcake anal
yst obse
rved, t
he ec
onomi
mi
c

r
ati
onal
eoft
hedesser
tsseems
mstowi
wi
thst
andal
lcondi
ti
ons.Whent
heeconomy
myisgoi
ng

 wel
l,peopl
ecan affor
dli
ttl
eext
rasl
ikecupcakes.Whent
heeconomyi
snotgoi
ngwel
l,

peopl
ecanaffor
donl
ycupcakes.Smartcooki
e.
 FOR
OREI
GN STUDI
DI
ES:

Mal
unggay(
Saj
inaorMo
Mori
nga)pl
antgr
owsi
nthePhi
li
ppi
nes,Mal
aysi
a,Thai
land and

ot
herr
egi
onsoft
heFarEast
.Thepl
anti
ssomet
imesref
err
edt
oasnat
ure'
sme
medi
cine

cabi
netandami
mi
racl
evegetabl
eorhorseradi
sht
reef
ori
tsroott
ast
e.Thepl
antgrowsi
n

hott
ropi
calcl
imat
es,deser
tsandl
ivi
ngrooms
ms.Mori
ngahasspr
out
sofflower
s,appear

ei
ght mont
hs dur
ing t
he ye
ar. Thes
e flower
s ar
e edi
ble when cooke
d(t
ast
eli
ke

mushr
ooms
ms)orusedt
oma
maket
ea,cont
aini
ngcal
cium and pot
ass
ium.A se
ed orc
ut

 br
anc
h can gr
ow i
nto a fif
teen -f
oott
ree i
n a year
.The r
ugged pl
antcan gr
ow i
n

dr
oughtcondi
ti
ons,and wi
thst
and over
ly aci
dic,al
kal
ine,and sal
ty soi
l.The dozen

known speci
esofMa
Mal
unggayhas di
ffer
entknown char
act
eri
sti
cs,gr
own i
n di
ffer
ent

part
soft
hewor
ld.I
nMadagascarMo
Mori
ngahasbl
uef
ungus,gr
owni
nMexi
cohasgr
een

cact
use
s,andi
nOmanappearsasbuboust
ree
.Thebar
koft
het
reesome
met
imesusedt
o

makema
mat
sand r
ope.Thel
eave
stast
eli
kespi
nach (
Cont
ainst
hreet
imest
hei
ron of

spi
nach.Al
so,a Mori
nga dri
ed l
eafhas overt
en t
imesmo
mor
e nut
rient
sthan a f
resh

Mori
ngal
eaf
,confirme
medbyuni
ver
sit
iesandi
ndependentr
esearc
hlaborat
oryanal
yses.
),

andi
tsf
rui
tpr
oducesaveget
abl
e,l
ikeasparagus.Bot
hcont
ainVi
tami
mi
nC (
sevent
imes

mor
ethan f
ound i
n or
anges
)and ot
hermi
mi
ner
als.Saj
ina cont
ains se
vent
imest
he

amo
mount ofVi
tami
mi
nCf
ound i
n or
ange
s, f
our t
imes as much cal
cium as mi
lk(
A

subst
itut
eforwhol
emi
mi
lkpowd
wder
.)andt
hreet
imest
hepot
assi
um ofbananas.Mori
nga

hasquadr
upl
eamountofbet
a Carot
enef
ound i
n carr
ots,whi
ch i
sgood f
orey
esi
ght
,

andeffect
iveagai
nstt
reat
ingcancer
.

 TheMor
ingapl
antpr
ovi
desnut
rit
ionf
orheal
thyski
n(Pr
ovi
deheal
ingbenefit
sforcut
s,

scr
apes,r
ashes,and cr
acki
ng si
gnsofagi
ng.
),bone,muscl
edeve
lopment
,me
medi
cinal

pr
oper
ties,enr
ichesanemi
mi
cbl
ood(
An ext
ractf
rom Mori
ngal
eafhasbeenshown t
obe
 effect
ive i
nlower
ing bl
ood sugarl
evel
s wi
thi
nthr
ee hour
s ofi
ngest
ion.The effect
s

i
ncr
eased wi
thl
argerdoses.
),i
n Af
ricanur
singmot
her
shavebeen shown t
opr
oduce

mor
emi
mi
lk when Mor
ingal
eav
eshavebeen added t
othei
rdi
et,and nat
uralsour
ceof

ener
gysuppl
eme
ment
.Al
so,Uni
ver
sit
ylabor
atori
esaroundt
hewo
wor
ldhaveshownMori
nga

abi
li
tyt
opuri
fywa
wat
er.Thepr
ocessbywh
whi
ch,i
tat
tachesi
tsel
ftoharmf
mf
ulmat
eri
aland

 bact
eri
a.Af
ter
war
ds,wast
eisexpel
led.Doct
orsusei
ttot
reatdi
abe
tesi
n WestAf
rica

andhi
gh bl
ood pr
essur
einI
ndi
a.Ot
herknown heal
th benefit
sincl
ude:St
rengt
heni
ng

i
mmunesyst
em,
m,bl
oodpr
essur
econt
rol
led,r
educi
ngart
hri
ti
spai
nsandi
nflamm
mmat
ions,

r
est
rict
ingt
hegrowt
hoft
umors,managi
ngdi
abet
essugarl
evel
,andt
reat
ingheadaches

and mi
grai
nes
. Ma
Mal
ungg
ay cont
ains t
he phyt
ochemi
mi
calni
azi
minn, f
ound t
o hav
e

mol
ecul
arcomp
mponent
sthatcan prev
entt
hedeve
lopmentofcancerc
ell
s.Theedi
ble

part
sofMal
unggay(
leaves,pods,andflower
s)areser
vedwi
th meal
sorconver
tedt
oa

powd
wder
,used as a f
ood suppl
eme
ment
.Mo
Mor
inga prov
ides exc
ell
entsour
ce off
ueland

f
ert
il
izer
.Thepl
antcont
ainsf
orhuman consumpt
ion ver
ylow f
atand carbohydr
ates.

Root
s of Mo
Mori
nga ar
e used t
otr
eat sor
ethr
oat and effect
ive t
reat
ing gi
ngi
vit
is

(
Inflamm
mmat
ionoft
hegumsar
oundt
het
eet
h).Ma
Manyor
gani
zat
ionsar
oundt
hewor
ldand

r
esear
chersst
udy Mal
unggay
.Si
nce1984,Wi
chi
ta Kansasbased Tr
eesf
orLi
febeen

pl
ant
ingSaj
inai
nimpover
ished pl
acesi
ncl
udi
nga Twon i
nIndi
aof40,
000 r
esi
dent
s,

pr
ovi
ding an i
mpr
oved st
ruct
ured di
et. Resear
chers at t
he Br
itai
n Uni
ver
sit
y of

Lei
chest
eri
sst
udyi
ng t
hecoagul
ati
ngpr
oper
tiesoft
heseeds,f
ound i
ntheMori
nga

pods,bel
iev
etowor
kbet
tert
han knownwat
erpur
ifieral
umi
num sul
fat
e,whi
chcanbe

t
oxi
c.I
nter
nat
ionalEyeFoundat
ion basedi
n Bet
hesda Maryl
and,i
susi
ngMari
ngot
o

t
reatchi
ldhoodbl
indness,att
ribut
edt
osevent
yper
centl
acki
ngvi
tami
mi
nA.TheNat
ional

Sci
ence Foundat
ion,Nat
ionalGeogr
aphi
c Soci
ety and AnderMe
Mel
lon Foundat
ions i
s
 financi
ng,t
hecol
lect
ion oft
hirt
eenknownspeci
esofMori
nga.Publ
ishedst
udi
esi
nthe

 j
our
nalPhyt
other
apyResear
ch and Hor
tSci
encedi
scover
ed di
ffer
entMor
ingapar
tst
o

 beeffect
ivei
nlower
ingbl
oodsugar
,reduci
ngswel
li
ng,l
ower
ingbl
oodpr
essur
e,heal
ing

gast
ricul
cer
sandcal
mingt
henerv
oussyst
em. Mori
ngacont
ainsnut
rient
sat
tri
but
ed

t
hat ar
elacki
ng, causi
ng di
seases such as Ber
i beri
,ri
cket
s, and scurv
y. Thr
ee

spoonf
ulsofMori
ngal
eafpowdercont
aint
hesenut
rient
s:Vi
tami
n'A'-272%,pr
otei
n-

42%,cal
cium -125%,i
ron-71% andVi
tami
n'C'-22%.Repor
tedi
nSept
ember2006,

 Japanesebusi
nessman Mi
tsuoShoj
ihasdevel
opedat
eamadef
rom Mal
unggaypl
ant
.

Cont
ains ant
ioxi
dant
s, ami
no aci
ds vi
tami
ns and mi
ner
alsf
or heal
thy nut
rit
ional

suppl
ement
.In a Bi
blepassage:"
treethatcur
esal
ldi
seases.
"Thet
ea di
stri
but
ed by

 Yumeshoj
iTr
adi
ng Cor
por
ati
on.Accor
ding t
o Shoj
i,peopl
e suffer
ing f
rom c
hroni
c

di
seas
esshoul
d consumeatl
eas
t3.
5 gr
amsoft
hepowder
edt
ea.Al
so,hement
ioned

t
hose who t
ake Mor
inga Condense
d Powder may ex
per
ience a "
sli
ght t
o moder
ate

di
scomf
ort
"dependi
ng on t
hei
rheal
th st
atus.Mori
nga i
s avai
labl
efor pur
chase at

I
ndi
an cui
sinest
ore
ssel
li
ngpi
ckl
ed Mori
nga gr
een podsasdrumst
icks (
Mostval
ued

andwi
del
yusedpartoft
het
ree.
).Thewebsi
teSeedman.
com sel
lMori
ngaseeds,whi
ch

can begrowni
nanycont
ainer
.Al
so,avai
labl
eforpur
chaseatCart
erSeeds:(
760/724-

4750)
. (
htt
p://voi
ces.
yahoo.
com/ut
il
izi
ng-
mal
unggay-nut
rit
ion-
heal
th-

83262.
html
.2010)

 A St
udyi
nCupcakeExcel
lence

 Addacomme
ntPubl
ishedonTuesday
,May4,2010,byC.ThiNguyen/Edi
tPost

I
n Mal
ays
ia,a l
otofpeopl
ear
e down on cupcakesnow,maybebec
ause"
the

gr
oupi
epartoft
hecupcakesscenehasbeendyi
nga pai
nst
aki
ngdeat
h andi
t'
sbei
ng
 sl
owl
ylai
dtoresti
nthef
adcompostheapal
ongwi
thf
royo,
"saysbul
avi
naka.Butdon'
t

despai
r."
Ithi
nki
fonekeepsan openmi
ndandgi
vesgoodf
oodachance,onewi
llfind

t
hegr
eatexampl
esoutt
her
e."Cupcakesi
ncl
uded.

 The newestfind:Sugar
Jones Cupcakes,a st
and att
he Sunday MarVi
sta Far
mer
s'

Mar
kett
hathasver
ywel
l-
exec
uted cupcakes,saysbul
avi
naka. Thecakeport
ion i
s

l
argert
han average,andr
elati
vel
ydense,al
mostl
ikepoundcake."
I'
vereadcompl
aint
s

 bymanyt
hatbynat
ure,cupcakesar
egoi
ngt
obedr
iert
hananconvent
ionalcake—t
his

i
struei
ngeneralbecauset
hecrumbpr
oport
ionofcakei
nteri
ori
srel
ati
vel
ysmal
ltothe

t
hesurr
oundi
ngexposedport
ion.Butt
hecombi
nat
ionoft
hebr
oaderdi
mensi
onaswel
l

ast
hest
rongexec
uti
on i
n pr
epari
ngand baki
ngt
hiscupcake showsi
ntheres
ult
s,"

saysbul
avi
naka. Thef
rost
inghas"ani
cesweet
nesst
hati
sn'
tcl
oyi
ng,t
heflavorsare

subt
leyetenduri
ng,and t
het
ext
urei
ssubst
ant
ialbutnotgr
easy,
"saysbul
avi
naka.

 Thi
smi
ghtbebecauseoft
het
ouch ofsal
ti
nessi
nthef
rost
ing,saysDommy
.Itmakes

t
he f
rost
ing ki
nd of wei
rd on i
ts own, but per
fec
t as a compani
on t
othe cake.

Sugar
Jones al
so has mass
ive homemade Or
eos t
hat ar
e ver
yli
kabl
e,sa
ys Jase
,

especi
all
ythefil
li
ng.Thet
extureoft
hecooki
eisni
ce,t
oo,wi
thsomebi
teandchew,but

not qui
te cr
umbl
y. (
htt
p://www.
chow.
com/di
gest
/45617/a-
study-
in-
cupcake-

excel
lence/2010)

New Study:CupcakesAr
eLi
keCocai
ne

 
Indi
a• November14,2011

Doest
hatsoundasdumbtotherestofyou 
asi
tdoest
ome?
 Agr
owi
ngbodyofmedi
calr
esear
chatl
eadi
nguni
ver
sit
iesandgover
nmentl
abor
ator
ies

sugges
tst
hatpr
ocess
edf
oodsandsugarydr
inksmadebyt
hel
ikesofPepsi
CoI
nc.and

Kr
aftFoodsI
nc.(
KFT)aren’
tsi
mpl
yunheal
thy
.Theycan hi
jack t
hebr
aini
n wayst
hat

r
esembl
eaddi
cti
onst
ococai
ne,ni
cot
ineandot
herdrugs.

“
Thedatai
ssooverwhel
mingt
hefiel
dhast
oaccepti
t,
”sai
dNoraVol
kow,di
rect
oroft
he

Nat
ionalI
nst
it
uteonDr
ugAbuse.“
Wear
efindi
ngt
remendousove
rlapbet
weendr
ugsi
n

t
hebr
ainandf
oodi
nthebr
ain.
”

 Thei
deat
hatf
oodma
ybeaddi
cti
vewasbar
elyon sci
ent
ist
s’r
adaradecadeago.Now

t
he fiel
dis heat
ing up.Lab st
udi
eshavef
ound sugar
y dri
nks and f
att
yfoods can

pr
oduceaddi
cti
vebehavi
ori
n ani
mal
s.Br
ain scansofobesepeopl
eand compul
sive

eat
ers, meanwhi
le, r
eveal di
stur
bances i
n br
ainr
eward ci
rcui
ts si
mil
ar t
othose

experi
encedbydr
ugabuser
s.Ofcour
set
her
e’sover
lapbet
weencupcakesandcocai
ne.

I
’m sur
ether
e’sover
lap amongal
lthi
ngsthatgi
veuspl
easur
e,f
rom vi
deogamest
o

pi
zzat
osex.Whi
chi
swhypeopl
ear
e“addi
cted”t
osomanyt
hings.Addi
cti
on i
sreal
ly

 j
ustan i
nabi
li
ty,orar
efusal
,tomo
der
atesomesor
tofconsumpt
ion.Somepeopl
ear
e

“
addi
cted”t
ojunk f
ood.Somepeopl
ear
e“addi
cted”t
ovi
deogames.Somepeopl
ear
e

“
addi
cted”t
owor
kingout
.Someoft
hisbehavi
ori
smor
eharmf
ult
han ot
hert
ypesof

 behavi
or.Bei
ngaddi
ctedt
oavi
deogamei
sbe
ttert
han,say
,bei
ngaddi
ctedt
ococai
ne

f
rom t
heheal
th per
spect
ive,buti
f“addi
cti
on”i
sthet
hreshol
dforwhet
herornott
he

gover
nmentbegi
nsr
egul
ati
ngouruseofsomet
hingt
henwe’
regoi
ngt
ohavet
oregul
ate

and/orbanj
ustabouteve
ryt
hing.

 Wear
eli
vingi
npl
ent
if
ult
imes.Wear
eatt
hepi
nnacl
eofpr
osper
ity
,int
ermsofhi
stor
y,

 wi
th mor
e di
sposabl
eincome and mor
efr
ee t
ime t
o spend on t
hings t
hatgi
ve us
 Heal
thyI
ngr
edi
ent
s 97 24.
25%
New t
ast
ePr
efer
ence 62 15.
5%
 Tast
e 89 22.
25%
NoResponse 152 38%
 Total 400 100%

 Tabl 12 shows t
e 4. hat out of400 r
espondent
s,97 or 24.
25% l
ike t
he heal
thy

i
ngr
edi
ent
soft
hepr
oduct
,62 or15.
5% l
ike t
heproductbecauseoft
hei
rnew t
ast
e

pr
efer
enceand89or22.
25% l
ikethet
ast
eoft
hepr
oduct
.

 Tabl
e4.
13

Cust
omer
swhowi
llbuy“SweetPotat
o-Mal
unggayCupcakewi
thLeche
Fl
an Fi
lli
ng”

Response Fr
equency Per
centage
 Yes 256 64%
No 144 36%
NoResponse 0 0%
 Tot al 400 100%

 Tabl 13 showst
e 4. hatoutof400 r
espondent
s,256 or64% haveanswer
edposi
ti
vel
y

t
hatt
heyar
egoi
ng t
o buy Swee
tPot
ato-
Mal
unggayCupcakewi
th Leche Fl
an Fi
ll
ing

 whi
le144or36% haveanswer
ednegat
ivel
y,meani
ngt
heyar
enotgoi
ngt
obuyt
hesai
d

proposedproduct
.
  Tabl
e4.
14

Cust
omer
sReasonswhytheywi
llbuy“SweetPotat
o-Mal
unggayCupcake
 wi
thLecheFl
anFi
lli
ng”

Response Fr
equency Per
cent
age
Heal
thBenefit 102 25.
5%
 Tast
e 72 18%
Bot
h 82 28.
5%
NoResponse 144 36%
 Total 400 100%

 Tabl 14 showst
e4. hatoutof400r
espondent
s,102or25.
5%% haver
epl
iedt
hatt
hey

 wi
llbuyt
hepr
oposedpr
oductbecauseofi
tsheal
th benefit
s,on t
heot
herhand72 or

18% haver
esponded“
iti
sbecauseofi
tst
ast
e”andl
ast
ly,82or28.
5% haver
easoned

out“
iti
sbecausebot
h heal
th benefit
sandt
ast
ewer
eputi
ntoconsi
der
ati
on whyt
hey

 wi
llbuyt
hesai
dpr
oduct
”.
  Tabl
e4.
15

Cust
omer
s’Reasonswhyt
heywi
llnotbuy“SweetPot
ato-
Mal
unggay
Cupcakewi
thLecheFl
anFi
lli
ng”

Response Fr
equency Per
cent
age
 Tast
e 35 8.
75%
i
tcannotcompetew/ot
her
test
edcupcake 69 17.
25%
Bot
h 40 1%
NoResponse 256 64%
 Total 400 100%

 Tabl 15 showst
e4. hatoutof400r
espondent
s,35or8.
75% haver
epl
iedt
hatt
heywi
ll

notbuyt
heproposed pr
oductbecauseofi
tst
ast
efact
or,69 or17.
25% haveri
senf
or

t
her
eason t
hatt
heproductcannotcompet
ewi
thot
hert
est
edcupcakes,and40or1%

havechosen f
orbot
htast
eand bei
ngi
ncompet
entoft
hepr
oposedpr
oductwi
th ot
her

t
est
edcupcakes.

 Tabl
e4.
16

How of
tent
hecust
omerwi
llbuythepr
oduct

Response Fr
equency Per
cent
age
Onceaweek 58 14.5%
 Twi
ceaweek 101 25.25%
 Thri
ceaweek 97 24.
25%
NoResponse 152 38%
 Tot
al 400 100%

 Tabl 16showst
e4. hatoutof400res
pondent
s,58or14.
5% wi
llbuyt
heproductoncea

 week,101or25.
25% t
wiceaweekand97or24.
25% t
hri
ceaweek.
  Tabl
e4.
17

Pr
icet
hatt
hecust
omerpref
err
edt
obuyt
he“Mal
unggaycupcakemade
f
rom sweet
-pot
atoflourwi
thl
echeflan fil
ling”

Response Fr
equency Per
cent
age
8php 159 39.
75%
9php 59 14.
75%
10php 38 9.
5%
NoResponse 144 36%
 Total 400 100%

 Tabl 17 showst
e4. hatoutof400r
espondent
s,159or39.
75% pre
fer
stobuyt
henew

pr
oductat8php,59or14.
75% at9phpand38or9.
5% at10php.

 Tabl
e4.
18

Pl
acet
hatt
hecust
omerpref
err
edt
obuyt
he“Mal
unggaycupcakemade
f
rom sweet
-pot
atoflourwi
thl
echeflanfil
ling”

Response Fr
equency Per
cent
age
Conveni
entSt
ore 54 13.
5%
Super
mar
ket 154 38.
5%
Mar
ket 48 12%
NoResponse 144 36%
 Total 400 100%

 Tabl 18 showst
e4. hatoutof400res
pondent
s,54or13.
5% pr
efer
stobuyt
heproduct

att
heconveni
ents
tor
e,154or38.
5% att
hesupermar
ketand48or12% att
hemar
ket
.
  Tabl
e4.
19

 TypeofPackagi
ngt
hatt
hecus
tomerpr
efer
redi
nthe“Mal
unggaycupcake
madef
rom sweet
-pot
atoflourwi
thl
echeflanfil
ling”

Response Fr
equency Percentage
Desi
gnedMi niPl
ast
ic 223 55.75%
Boxes 15 3.75%
Ot
her s 18 4.5%
NoResponse 144 36%
 Total 400 100%

 Tabl 19 showst
e4. hatoutof400re
spondent
s,223or55.
75% pr
efer
sthepackagi
ngof

t
hepr
oducti
ndesi
gnedmi
nipl
ast
ic,
15or3.
75% i
nboxesand18or4.
5% i
not
hert
han

t
hegi
venone.

 Tabl
e4.
20

How t
heCust
omer
swoul
dli
ketheproductToBeAdvert
ised

Response Fr
equency Per
cent
age
 Tel
evi
sion 143 35.
75%
Pr
intAds 100 25%
Radi
o 8 2%
Ot
hers 5 1.
25%
NoResponse 144 36%
 Total 400 100%
 Tabl 20showst
e4. hatoutof400r
espondent
s,143or35.
75% woul
dpre
fert
heproduct

t
o be adver
tised t
hrough t
elevi
sion,100 or25% t
hrough pr
intads,8 or2% t
hrough

r
adi
oand5or1.
25% t
hroughot
hert
hant
hegi
venone.

MARKET ACCEPTABI
LITY

Gross Market Acceptability Rate 64

!ess" #onser$atis% Rate 2&

'et Market Acceptability Rate ('MAR) 

 *otal 'o. o+ ,op-lation 1440

M-ltiply by 'MAR 

Market ,otential &66&

'o. o+ Responents willing to b-y"

nce a week" &

'o. o+ weeks x &2 016

 *wice a week" 101

'o. o+ weeks x 104 10 &04

  *rice a week" 3

'o. o+ %onts x1&6 1&12

POTENTIAL DEMAND 28,652

CHAPTER 5-SUMMARY,CONCLUSI
ON,AND RECOMMENDATI
ON

 Thi
schapt
er pr
esent
sthe summar
y, concl
usi
on, r
ecommendat
ion, on t
he

r
esear
ch st
udy done by t
he proponent
sregar
ding i
ntr
oduct
ion ofmanuf
act
uri
ng of

swee
tpot
atomal
unggaycupcake.

Summar
y

 Thepr
oponentuseddescr
ipt
ivemet
hodi
ngat
her
ingi
nfor
mat
ioni
nthi
sst
udy
.

 Thet
arge
tmar
keti
stheconsume
rsi
nthe1st 
dist
rictofLaguna(
SanPedr
o,Bi
nan,and

St
a.Rosa,Laguna)
.Ther
esearc
hercomput
edt
hesampl
esi
zet
hatr
esul
tedi
n400.I
n

gat
heri
ngdat
a,t
hepr
oponent
sformul
atedasetofquest
ions,whi
chwer
eusedi
n

conduct
ingsurv
ey.Thequest
ionnai
rei
smadeupoft
heDemogr
aphi
candt
he

Psyc
hogr
aphi
cProfil
eoft
heconsumer
s.
 Fi
ndi
ngs

1. I
ntermsofdemogr aphi
cprofil
e,maj orit
yarefemal
es.
2. I
ntermsofpsychographi
cprofile,i
tr esult
sthatmaj
ori
tyoft
her
espondent
s

ar
ewi
ll
ingt
obuyt
heproductatt
hesupermar
ket
.Ital
soresul
tst
hat

majori
tyoft
hem arewil
li
ngt
obuyt heproductatapriceof8pesos.
3. Thestudyhasgather
ed64% or256oft
her espondent
sarewil
li
ngt obuyt
he

proposedproduct
.

 Af
teral
ltheneeded dat
awer
egat
her
ed and pr
oven r
eli
abl
eand accur
ate,t
her
esul
ts

 wer
etabul
ated,anal
yzedandi
nter
pre
ted.Theconsume
rspr
eferapl
ast
iccont
ainerf
or

t
hepr
oduct
.

Concl
usi
on

Base
d on t
he st
udy,i
tshows t
hatt
her
eis a demand f
ort
he pr
oduct
.The

pr
oponent
sther
efor
e arr
ived att
he concl
usi
on t
hati
fthe Swee
tPot
ato Mal
unggay

Cupcake i
s manuf
act
ured and i
ntr
oduce
dint
he mar
ketFi
rstDi
str
ictofLaguna,

pr
oductwi
llbeaccept
ed.

Recommendat
ion

 Thepr
oponent
sar
erecommendi
ngt
hepur
sui
toft
hepr
oject
.