Low-Carb to Gluten-Free: Meeting the Next Great Grain Challenge Grain Foods Foundation Update. April 21, 2013

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Magnus Taylor
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1 Low-Carb to Gluten-Free: Meeting the Next Great Grain Challenge Grain Foods Foundation Update April 21, 2013

2 Overarching Goals and Approach Maintain and increase wheat flour consumption by reinforcing the health benefits of grain-based foods. Improved Awareness Thought Leadership + Consumer Education Increased Consumption Consumer Understanding

3 GFF Value Proposition Provide a unified, credible voice for the grain foods industry Serve an issue-and-crisis management function Educate influencers and consumers on the role of bread and grains in a healthy diet Reconcile Consumer Tension

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

5 Refreshed Consumer Segmentation Last segmentation Understanding the fundamental shifts in consumer perception and consumption of bread Changes in consumer perception of nutrition and grains over time

6 Key Questions the Segmentation Research Will Help Answer Changing perception of bread Who/what influences consumers to purchase or not purchase bread Impact fad diets (low-carb diets, gluten-free diets, etc.) are having on bread consumption Bread purchase drivers Demographics of bread consumers (artisan vs. packaged sliced bread, etc.) If consumers understand the difference between enriched or fortified bread If consumers consuming other types of grains (pasta, rice, corn, etc.) If eating bread is an emotional reaction

7 Getting to Know the Consumer

8 Research Overview Phase 1: Exploratory Online Bulletin Board Discussions Phase 2: Consumer Segmentation Develop a deeper understanding of bread and grain consumers behaviors, attitudes, perceptions, and influences and the underlying rationale behind why they make the choices they do Conduct a robust quantitative segmentation analysis, to build distinct actionable segments; Identify opportunity segments for GFF and key influencers

9 Phase 1: Key Findings There is no single influencer that guides consumers food choices. Consumers food behavior is built from a lifetime of cumulative, learned knowledge. There is a push to purchase and consume more wheat and whole grain bread and grain products. Consumers are increasingly health conscious and are trying to make smarter, healthier food choices. 5 Bread purchases are not always rational choices they are connected to personal history and emotion.

10 No Single Source of Truth Friends and Family Food shows and sites

11 What s Hurting Bread Bread continues to be a comfort food and consumers love eating bread. 48% think it has too many carbs 43% respondents said they are eating less white bread than before

12 In Place of Bread. 3 Pasta Vegetables & Rice 1 Fruit & Tortillas/Wraps 2

Dieters Health & nutrition is key concern Healthy food; no budget concerns Foodies

13 Segmentation Findings 6 key segments have emerged based on nutrition preferences and lifestyles Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6 Costconscious Dieters Health & nutrition is key concern Healthy food; no budget concerns Foodies with no health concerns Cost outweighs health Minimally concerned with budget and health

14 Implications Messaging strategy should focus on segments 1, 2 & 3 as these are the most vulnerable segments Messages need to be spread passively across multiples influencers and media channels as consumers create a patchwork of information regarding food decisions & nutrition Messaging needs to break through the clutter Messaging should encompass rational, emotional, and quality facets to address consumers desires and concerns

15 Beyond the Belly A New Challenge Emerges

16 Situation Analysis/Landscape

17 The Grain Brain Thesis What We Know Today Fats are important for brain health and should not be attributed to heart disease and other ailments. Alzheimer's, ADHD and other brain ailments are determined by diet, not inherited. The more carbohydrates in your diet, the more likely you are to become diabetic, at which point you have created a scenario where you are more than likely going to become an Alzheimer s patient. It s a preventable disease. (Advances in Mind-Body Medicine, Winter 2013) Gluten can be detrimental to brain function/brain health; regardless of source refined or whole grains due to presence of gliadins. (Sound familiar?) Gluten sensitivity = celiac disease. Everyone should be tested for gluten sensitivity.

Carb calories are the worst thing for the brain, truly the worst thing for the

18 The Grain Brain Thesis What We Know Today Grains, both refined and whole, cause inflammation that contributes to neurological impairment and degenerative diseases. Carb calories are the worst thing for the brain, truly the worst thing for the endocrine system, and absolutely the worst thing for the heart. Advances in Mind-Body Medicine, Winter 2013

Grain Brain The Threat Reduce foods that raise

19 Grain Brain The Threat Reduce foods that raise blood sugar: High blood sugar increases inflammation. Avoid refined grains, and reduce grain consumption in general. Wheat in gluten-sensitive patients is now linked to being demented every patient should be screened for gluten sensitivity

20 Preparing for Grain Brain Seven-Point Strategy

21 Communications Strategy Goal: Protect the integrity of grain foods and the credibility of GFF message Objective: Mitigate the impact of Grain Brain Grain Brain Strategy Scientific Pump Bolster SAB Recruit Partners Activate Grain Chain Member Activation & Expansion Engage Media Rally the Public

22 Prime the Science Pump and Bolster the Scientific Advisory Board Gap Analysis Neurology Research Expand Advisory Board Enhanced Messaging, Credibility & Influence

23 Recruit New Partners Based on early indications from Perlmutter s website and past writing, begin outreach to other organizations/groups that may dispute his core thesis:

24 Activate Grain Chain Similar to Wheat Belly, unite members of the Grain Chain to proactively develop programming to combat Grain Brain and its clinical and (potential) agricultural claims: GFF Grain Chain Toolkit (including messaging, etc.) Influencer Outreach Proactive Opportunities

25 Engage Membership Insert Grain Brain into existing member communication channels Schedule in-person meetings or webinars for members to discuss the emerging situation and share insights and questions Develop and distribute a Grain Brain member toolkit in advance of book release Include key messages, suggested social posts, and sample Q&A Develop member employee engagement activities to support and extend public facing/digital content strategy

26 Engage Media Media Tours Nondisclosure Agreement Blogger Outreach

Rallying the Grainiacs Embrace the term Grain Brain as an opportunity to share compelling facts about the health benefits of grain foods Proactively distribute information about the health benefits

27 Rallying the Grainiacs Embrace the term Grain Brain as an opportunity to share compelling facts about the health benefits of grain foods Proactively distribute information about the health benefits of a grain foods diet in a way that drives discovery of GFF information instead of Grain Brain hyperbole Tap the emotional connection that people already have with bread to mitigate new anti-bread and anti-grain claims

28 Content Strategy Mindset: Actively searching for answers or passively consuming social and broadcast media Consumers Mindset: Actively seeking to contradict fallacy of Grain Brain through content and interviews Experts Videos Articles Text Photos Videos Infographics Expert Analysis [Digital Media Kit] Interviews Quotes Media coverage Blog Posts + Social Content Mindset: Actively seeking opposing side to Grain Brain story or searching in response to Mullen outreach Media & Bloggers 57

29 Growing Reach, Discovery and Influence Media Bloggers Experts Paid Social [Digital Media Kit] Articles Photos Videos Search+ Six Servings

30 How You Can Get Involved

31 Thank You!

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

Take a Stand for Common Sense: Grain Foods Foundation Update March 25, 2013 n Foods Foundation Background Founded in 2004 Response to low-carb movement Funded by voluntary contributions erarching Goals