Broadening horizons: African-American consumers seek health, adventure.

Traditional, health-conscious, close-knit and adventurous.

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That's how marketing experts describe African-Americans.

So food companies looking to capture the more than $700 billion buying power of African-American consumers would be wise to move

Ingredients that reflect the African-American culinary history are important, and several food companies are doing an excellent job of packaging favorite foods. But marketers should do more, according to Donna Daniels, Vice President, Consumer Strategist, African-American, with Iconoculture Inc., a consumer research and advisory services company based in Minneapolis.

She starts with health, which is a primary concern, although not the only interest of African-Americans when making food choices.

Diabetes and heart disease disproportionately face the African-American community, says Daniels.

"African-Americans are going to have to make tough decisions about what they eat," she says. "Foods that bridge the reality of health and wellness and the desire for good food is really important."

One company that's following that theme is Glory Foods Inc., based in Columbus, Ohio. The company, which started marketing its products, such as canned collard greens and yams in 1992, recently took another look at its audience.

"Consumers were writing in that they loved the products, but due to their diets they weren't allowed to have that much sodium," says Theresa Potter, director of sales, promotion and marketing.

The company's response is a new line of vegetables and legumes called Sensibly Seasoned. The products are low-sodium, low in fat and meatless, using seasonings in place of the classic meat flavorings.

Unfortunately many families living in urban African-American neighborhoods haven't been offered the opportunity to buy fresh produce, but that's changing, Daniels says. Cities are setting up farmers markets in African-American neighborhoods.

Daniels also cites the new venture by Carol Moseley Braun who is promoting organic foods, which should appeal to the African-American consumer.

However, it's also essential that marketers "dial into the way food is used by the group," says Daniels. "For the African-American, food is community and celebration as well as pampering and indulgence."

Soul foods, for example, meet the need for celebration foods, according to the marketing expert. Take Sylvia's Restaurant of Harlem, a magnet for soul food-loving glitterati in New York. When the management saw that customers wanted to extend the great feeling of the restaurant experience at home, they launched a product line.

"We had people coming into the restaurant with jars for stocking [up]," says Geoffrey Schaber, national sales manager.

Sylvia's Restaurant foods range from prepared mixes for baked goods to canned vegetables.

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"We want to get the flavor experience of the restaurant," says Schaber. "When we go into the market, we sell Sylvia's, not collard greens. The homespun character of Sylvia has sold over the years."

Lastly, break out of your boundaries, say the experts. If you're a marketer, assume African-American shoppers live in a multicultural world like everyone else.

"African-Americans are experimenting with foods outside their heritage. If you're developing products in the Asian or Latin category, don't presume you won't have an opportunity with African-Americans," says Daniels.

And if you're a food manufacturer, don't ignore the broad audience for your products.

For example, Sylvia's products are sold as Southern specialty foods, not soul food. "Southern food is very hot right now. Cooks who are looking for a culinary adventure will go to Sylvia's kind of foods," says Schaber. "For real success you have to look mainstream; be broadminded."

Marketing the health message

As a nutritionist, Jeff Novick frequently counsels individuals on how to improve their health. But he has some sound tips for food companies and supermarkets as well.

"I'd address hypertension [which is prevalent in the African-American community] by introducing low-sodium foods. Manufacturers can also encourage African-Americans to reduce their sodium intakes," says Novick, director of nutrition for the Pritikin Longevity Center in Aventura, Fla.

Because health issues start early in life, Novick would like to see food companies introduce children's food products that are low-fat, low-sodium and high-fiber.

Education goes hand in hand with availability. Instead of relying on health claims, which Novick says are confusing, the nutritionist recommends manufacturers develop informational pamphlets for their foods.

He also suggests creating programs that use dietitians' services. "Don't just do supermarket sampling, have a dietitian on hand to answer questions."