Nice to see what I hope is the beginning of a “superfoods” backlash, spearheaded by Sense About Science and their Ask For Evidence campaign, together with the British Dietetic Association:

Bioversity’s DG Ann Tutwiler gave the compellingly titled presentation On NOT finding the world’s next superfood at the Kew shindig a couple of weeks back, but, annoyingly, undermined her own message on the importance of agrobiodiversity for diverse diets by repeatedly using the term she was supposedly debunking. 1

The BDA message is much more straightforward.
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