This assignment will test your ability to evaluate and validate claims made using data. Based on the case given, identify whether the data and information cited by the organization supports their claims. Answer the question provided following the case study.
Wild blueberries are big business. According to Agri-Food Canada, blueberries are Canada’s most widely exported fruit by both volume and value, representing an export value of over $474 million in 2018. Of these, frozen wild blueberries made up 48% of Canada’s blueberry exports. In Nova Scotia, wild blueberries are especially important, and are the largest agricultural export. Oxford Frozen Foods, headquartered in Oxford NS, grows and sells approximately 200 million tonnes of wild blueberries annually and employs more then 500 people in an otherwise economically depressed region.
Wild blueberries are different from cultivated blueberries insofar as they are not planted. However, wild blueberry advocates insist there are differences between the two varieties, namely that wild blueberries are a tastier and healthier alternative to cultivated blueberries. Advocates also often insist that their claims about taste and health are supported by data. The Wild Blueberry Association of North America (WBANA), for instance, provides a series of web pages outlining the scientific basis of health claims.They state that:
“The wide range of natural antioxidants found in fruits and vegetables helps our bodies protect against disease and age-related health risks. Wild Blueberries are especially rich in anthocyanin, a flavonoid with potent antioxidant capacity. Highly concentrated in the deep-blue pigments of Wild Blueberries, anthocyanin is responsible for both color and powerful health protection potential.”
The WBANA also provides a series of visualizations and charts to support their claim. A sample of these visualizations are provided below (see Exhibit A).7
The growth of the wild blueberry industry continues to be a priority of the Government of Nova Scotia. In 2019, Canadian officials at the announced the release of $1.6 million in funding to WBANA to market Canadian wild blueberries abroad. Moving forward past 2020, we can anticipate growing efforts to market wild blueberries abroad.
QUESTION From what you have learned during Data Literacy so far, prepare a brief paper that evaluates the claims made by WBANA and makes a recommendation about how they can improve the credibility or accuracy of their marketing effort. Your paper should not exceed 1000 words (excluding references) and will be evaluated using the rubric below.