Take a Stand for Common Sense: Grain Foods Foundation Update. March 25, 2013

Transcription

1 Take a Stand for Common Sense: Grain Foods Foundation Update March 25, 2013

2 n Foods Foundation Background Founded in 2004 Response to low-carb movement Funded by voluntary contributions

3 erarching Goals and Approach Maintain and increase wheat flour consump3on by reinforcing the health benefits of grain- based foods. Improved Awareness Thought Leadership Increased Consump5on Consumer Educa5on Consumer Understanding

4 Value Proposition rovide unified, credible voice for grain foods industry erve as issues and crisis management function ducate influencers and consumers on the role of bread and grains in a healthy diet Reconcile consumer tension

5 monstrating GFF s Value Issues Management Consumer Educa3on & Engagement Moving Forward

6 Issues Management Consumer Educa3on & Engagement Moving Forward

7 Scientific Advisory Board

8 lster Advisory Board: Evaluate Board Agriculture Allergen Culinary/Chef Epidemiology Endocrine/Diabetes Exercise Physiology Food Science Heart Health/Cardio Neurology Nutri3on OB/GYN Obesity Whole Grains Expert GFF X X X X X X X Whole Grains Council x X X X X X X X Beef Associa3on x X X X Egg Board X X X X X X Dairy Council X X X Almond Board X X X X X X Pork Board x X X

9 rategic Approach Connect experts to influencers to reinforce GFF messages Issues to Watch Proactive Positioning Gluten- Free Low- Carb/Paleo/Wheat Belly Enriched Grains Sodium Gluten- Free Hispanic Nutri5on Enriched Grains Weight Management Rapid Response

10 eraging the Experts tect GFF members from industry threats & actively educate on grains nutrition Monitor and identify emerging issues Develop industry response plan and position Cultivate influencer relationships Combat misperceptions & develop resources Engage advisory board members to provide credibility

11 Grain Chain Approach rain Chain convened in fall 12 to develop a unified approach to the Wheat Belly threat rain Foods Foundation developed two-tiered Wheat Belly response strategy addressing both shor nd long term needs Response Materials Campaign for Common Sense

12 dy Response in Action ollected industry input on key messages encompassing both wheat and wheat health claims made by anti-wheat dvocates and created materials and resources to coordinate industry response activities (fact sheets and statist oordinated alert and response system to establish and maintain communications protocol within Grain Chain overn responses ocus on the positive value of wheat instead of direct confrontation with Wheat Belly and its acolytes particularly ocial media utreach to producers at programs covering Wheat Belly, like: The View, CBS Morning News, the Bill O Reill how and Fox & Friends edia outreach to reporters and staff at:

13 Issues Management Consumer Educa3on & Engagement Moving Forward

14 ebrating National Bread Month artnered with celebrity chef and sandwich aficionado, Bryan Voltaggio ngaged influential bloggers and media rganized Twitter party to inspire conversations around bread and sandwiches istributed Family Feature to reach mid-tier and community newspapers

15 vating Enriched Grains Aligned efforts with Spina Bifida Association o Re-launched The Bread Trail PSA with SBA logo and updated 15 years of fortification tag o Cross-promoted social conversation surrounding Folic Acid Awareness Week o Highlighted Spina Bifida University segment, Food & Folic Acid: What Every Woman Should Know Developed GFF member toolkit Supported efforts through advisory board member and Hispanic nutrition expert, Sylvia Melendez-Klinger, MS, RD

16 cus on Folic Acid roactively pitched the media about the nutritional value of enriched grains urther extended messages across owned channels

17 itter Party Co-hosted a #HealthyBaby Twitter Party and advisory board

18 d Channel Support mented efforts with low-cost paid media activations to amplify Healthy Baby sages among key influencer groups SmartBrief for Nutritionists Digestive Health SmartBrief The Bread Trail PSA redistribution

19 t Right, Your Way, Every Day

20 by the Numbers onal Bread Month er Party 3,694 Tweets 839 Unique TwiMer Handles 16.5M Impressions ger Tour 65 Bloggers 240 Posts 2.8M Impressions Healthy Baby Month TOTAL 19.3M Impressions TwiMer Party 3,127 Tweets 872 Unique TwiMer Handles 2013 Bread Trail PSA 8.8M Impressions 2,049 Airings $622,488 Ad Value 23.1M Impression TOTAL 31.9M Impressio

21 Issues Management Consumer Educa3on & Engagement Grain Brain Threat Moving Forward Research Agenda

22 uation Analysis/Landscape

23 Grain Brain Thesis (to date) ts are important for brain health and should not be attributed to heart ease and other ailments zheimer's, ADHD and other brain ailments are determined by diet, not erited he more carbohydrates in your diet, the more likely you are to become diabetic, at ich point you have created a scenario where you are more than likely going to come an Alzheimer s patient. It s a preventable disease. (Advances in Mind-Body edicine, Winter 2013) uten can be detrimental to brain function/brain health: regardless of source fined or whole grains due to presence of gliadins (sound familiar?) uten Sensitivity = Celiac eryone should be tested for gluten sensitivity

24 mmunication Strategy Goal: Protect the integrity of grain foods and the credibility of GFF message ommunications Strategy Objective: Mitigate the impact of Grain Brain Eight-Point Grain Brain Strategy ntific mp Bolster SAB Recruit Partners Activate Grain Chain Member Activation Engage Media Rally the Public Mem Expan

25 eshed Consumer Segmentation Last segmentation Understanding the fundamental shifts in consumer perception and consumption of br Changes in consumer perception of nutrition and grains over time

26 Questions The Segmentation Research Will Help Answer he changing perception of bread ho/what influences consumers to purchase or not purchase bread mpact fad diets (Low Carb diets, Gluten Free diets, etc.) are having on bread consumption ho is purchasing bread and in what form (artisan vs. packaged sliced bread, etc.) urchase drivers of bread o consumers understand the difference between enriched or fortified bread re consumers consuming other types of grains (pasta, rice, corn, etc.) emographics of who is consuming bread s eating bread an emotional reaction

27 ancing the Science ugment GFF s research database with refreshed literature review Analyze scientific literature building off initial findings from 2004 Identify research gaps Incorporate evidence around new issue areas, including gluten and wheat Leverage Advisory Board members utilizing individual areas of expertise Follow phased approach to develop long-term research agenda

28 Thank You