To attract a wide audience to eating lupine, it was decided to use a marketing ploy and stimulate sales using the word “sweet.”
Currently, about 85% of the world's narrow-leaved lupine is grown in Western Australia, where the climate is Mediterranean and the soils are sandy, which is ideal for this crop. Research scientist Greg Shea from WA's Department of Primary Industries and Regional Development said lupins were increasingly attracting attention as a source of healthy food grains.
"It is a unique health grain, with a very low carbohydrate content, which sets it apart from many grains found in our diets. However, lupine beans contain high levels of protein and dietary fibre. But today the average consumer in Australia and overseas is generally unaware about lupine as a potential part of the everyday diet.The association therefore decided that a great way to increase consumer awareness would be to provide factual information about lupine through a dedicated website, as well as marketing using the word "sweet" which evokes interest and positive associations among consumers ", said the researcher.
