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This dissertation was written as part of the EMBA course at the International Hellenic University. The purpose of this project is to develop a business plan for a start-up company that will sell food products with healing natural attributes. Nowadays, there is an increase in diseases which are related to eating patterns and the quality of industrialized food. To this end, the aim of this dissertation is, through research, to develop a business plan for a new venture that will explore ways to improve people’s health condition through their diet. The new venture is willing to establish a new philosophy in the Western world about well being and longevity. This can be achieved by the development of a series of high quality natural products (known as superfoods), which is scientifically proven, that their frequent consumption will benefit body condition, enhance long-term health and also could prevent several diseases that are related to everyday diet habits. This analysis examines the market trends and needs in the food industry, globally and evaluates business opportunities. Research and data findings are based on information about food market and eating patterns in Europe and the USA. Appropriate models and tools have been used in order to support the analysis of this dissertation and find practical and realistic business solutions. Additionally, there is emphasis on related literature to support facts, concepts and ideas. During the writing process of this dissertation, I received a great support from my supervisor, professor Vangelis Souitaris, who’s contribution on the structure and development was vital for its successful completion. In addition, during the process of research about scientific facts related to superfoods, the kind response of professor Koutelidakis was critical for this analysis by providing valuable research material and scientific results. Furthermore, my participation at professor’s Lida Kyrgidou lecture and the course material provided, were critical for the analysis of the business plan. To conclude, I would like to thank all the people from the marketplace, potential collaborators/suppliers, who devoted their time to discuss with me and answer several questions about the food industry and market. Keywords: health, diet, superfoods, products, business plan Magdalini Papacharalampous February 2017