Wellness and health maintenence is now a $200 billion market and does not show any signs of slowing down. Consumers are becoming increasingly concerned about their health and health care management, while simultaneously becoming frustrated with the expensive, high-tech disease treatment approach. Instead, more and more consumers are seeking complementary and alternative beneficial products which offer a natural balance and a preventative approach to health maintenance. Products such as probiotic yogurts, high fiber drinks and omega-3 fish oils are gaining in popularity as consumers take a more active role in disease prevention.

Continuing research is required on the composition and functional properties of food at various stages along the value chain to help in developing new food products, nutraceuticals and other such innovative health related products. Such products will expand the capacity and potential of individuals to take a more active role in disease prevention.

The Atlantic BioVenture Centre is exploring a variety of other sources of economic return for the primary sectors (producers) and is building a vibrant "development requiring research" base to support bio-innovation in Atlantic Canada.