Grain Foods Foundation Update. September 2014

Transcription

1 Grain Foods Foundation Update September 2014

2 Overview The State of Grains GFF s Role: Cutting Through the Clutter Playing Offense Rallying the Grainiacs Protecting the Industry Q & A 2

3 The State of Grains: A Look at Gluten-Free

4 The Gluten-Free Market Americans say they are cutting down on gluten or eliminating it entirely Current gluten-free product sales Predicted market for gluten-free products by

5 The Gluten-Free Market When asked which current food trend will be the hottest menu trends 10 years from now, environmental sustainability topped the list, followed by local sourcing, health-nutrition, children s nutrition and gluten-free cuisine. - National Restaurant Association: What s Hot 2014 Survey Interest in gluten-free has driven product innovation, making it easier, more convenient and tastier for people to avoid gluten Alternative grain products (e.g. gluten-free breads, pastas and cereals) Grain-free foods often formulated with gluten-containing ingredients (e.g. soups, soy sauce, salad dressings) 5

6 Gluten-Free Conversation Growth In 2005, gluten surpassed low-carb in the # of searches on Google Number of mentions Number of impressions Scale is important to note here gluten is in the 100,000 s, while lowcarb peaked at just over 30,000 6

7 Gluten-Free Media Growth While searches for gluten-free have shown positive growth over the past few years, the scale is important to note gluten-free peaked at nearly 30,000 hits Nielsen reported an uptick in sales of gluten-free products as early as 2008 with sales jumping 20% over a 12-month period 7

8 Emotional Decision Making

9 No Single Source of Truth for Consumers Food shows and sites 9

10 Emotional Decision Making 1 There is no single influencer that guides consumers food choices. 2 Consumers food behavior is built from a lifetime of cumulative, learned knowledge. 3 4 Consumers are increasingly health conscious and are trying to make smarter, healthier food choices. Bread purchases are not always rational choices they are connected to personal history and emotion. 10

11 Emotional Decision Making and Gluten-Free Gluten-free is being promoted as a healthy lifestyle choice not solely connected to a vanity issue like weight loss As such, gluten-free has the opportunity to permeate the public consciousness like low-fat and fat-free have before Occupying that space will make it more difficult in the long run to combat perceptions that gluten-free makes a product more healthful 11

12 Why Gluten-Free is Not Low-Carb

13 Health Versus Weight One overarching theme in the food industry is the shift to a holistic perspective. Consumers look to food as a means to manage their health. Weight management used to be defined by diet; now, the focus is increasingly on health, fitness, portion control and hunger management. Gluten-free, when associated with health, finds a emphasis on nutrition, natural and organic foods, antioxidants, and most visibly, celiac disease, as the word cloud shows. Low-carb, when associated with health, immediately focuses on diet and weight loss, as shown in this word cloud. 13

14 Celebrity Drives Conversation I think that every big food tsunami that comes along, it leaves the ripples of an aftereffect, which is good, said Lidia Bastianich, who offers gluten-free pasta and bread at her New York restaurant Felidia. There s a reality out there of all these allergies. Our bodies are reacting to something in how we eat. -NYTimes, June 2014 The diet itself is used by people who want to lose weight, reduce inflammation, curb fatigue and ease other conditions, or because it helps them avoid highly processed grain. Many simply say they feel better without it, though there is not yet much scientific evidence to back up the claims. -NYTimes, June 2014 Diet fads come and go. But observers of nutrition and eating trends in the United States say this food regimen is likely to last longer and have more impact because it comes at a time when food allergies, digestive health, genetic modification of grain and other concerns about the American diet are at an all-time high and food itself is the current cultural currency. Gluten-free eating addresses it all. NYTimes, June 2014 Gluten-free conversation is much more pervasive than low-carb conversation ever was due mostly to celebrity promotion. 14

15 Compelling Statistics Statistics are compelling and difficult to counter: Nearly 1 in 5 people worldwide experience functional gut symptoms Approximately 1% of population has celiac disease but it is grossly underdiagnosed A separate class of gluten intolerance exists called non-celiac gluten sensitivity Gluten sensitivity is estimated to affect 0.5 to 6% of the population but new research is questioning this all the time and there is no one clear diagnostic test In the absence of clinical data/proof, media, science and consumers are left to hypothesize. 15

16 Emotionally Charged Issues Gluten is connected to big, emotional health and lifestyle issues GMO Industrial Farming Healthful living Brain health: dementia, ADHD, aging 16

17 What It All Means

18 What It All Means Gluten-free is being perceived as a healthier alternative, akin to organic, natural, locally sourced. Gluten-free foods have become synonymous with health food, as many consumers view gluten-free items as being good for weight loss, higher energy, better cognitive function. Eliminating gluten does make people feel better: even if it s not the gluten that s the reason: the No-cebo Effect. Rational arguments do not win emotional battles. We cannot wish or wait for gluten-free movement to dissipate. Anything that cuts out huge amounts of calories is attractive to us, and as long as people continue to think they feel better or their kids are behaving better, they ll continue to do it. Marion Nestle, NYU professor, NYTimes, June

19 GFF s Role: Cutting Through the Clutter

20 Playing Offense: Looking to the Science of Grains

21 The Flow of Influence: From Researchers to Consumers University Scientists Third party scientific research Scientific Researchers Government Policy/Meetings Food Legislation/Hearings Industry Coalitions Regulators Dietitians Doctors/PA Nurses Health Professionals and Organizations Health Professionals Organizations Educators Consumer Advocacy Groups Industry Trade Association Advocates Educators Television Radio Print Online/social Media Trade Publications Seminars Meetings Industry Integrated marketing communications Consumer 21

22 GFF Research Helps Build the Communication Foundation Consumer segmentation Mullen + w5 Research Gap Analysis Glenn Gaesser, PhD GFF Research Impact of Grains Cost of Nutrients Nutrition Impact Audience Identification Messaging Refresh Future Research ID Publications Thought leadership Policy GFF Messaging Programming 22

23 Consumer Segmentation Study + GAP Analysis = GFF Opportunities Food shows and sites + = Nutrition Impact Research on Americans and Grains Percentage of articles that focused on each disease, health condition or other category. Total number of results (primary finding or key message) categorized = 1,094 23

24 GFF Research Projects with Nutrition Impact Project I Nutrient Intakes Compare the nutrient intakes of those who eat the recommended servings of grains and those who exceed grain recommendations Cluster Analysis Exploratory analyses with percent of grain calories as the cluster focus and identified 8 patterns of grain consumption in children and adults Modeling Model how changes in DGA recommendations for daily grain intake would impact nutrient availability, with a special focus on nutrients of concern (e.g. fiber, iron, folate) as well as overall calories and macro/micronutrient intake Project II Cost Per Nutrient Examine the cost per unit of nutrient(s) found in grains and ultimately show their value to the American consumer This project would include folate, iron and B vitamins as well as vitamins B12, D, calcium, magnesium and zinc Promotion of Findings Conference sessions, abstracts, white papers, etc. 24

25 Why do this project? GFF+NI Impact of Grains, Cost of Nutrients What are the projects about? What does the data mean to influencers? While data exists for grains and nutrition, GFF currently does not have any ownership over those data. After working with Dr. Gaesser on the research gap analysis it was clear that GFF had an opportunity to show grain s positive place in America s diet. The overarching goal of this project is to examine the cost per unit of nutrient(s) found in grains, focusing on a deeper, more substantive analysis of nutrient enrichment and fortification and ultimately show their value to the American consumer. This type of project includes folate, iron and B vitamins as well as vitamins B12, D, calcium and zinc. There are two parts to the Nutrition Impact research work: First, we wanted to compare the nutrient intakes of those who eat the recommended servings of grains and those who exceed grain recommendations using cluster analysis to identify patterns of grain consumption. Second, we wanted to model how changes in DGA recommendations for daily grain intake would impact nutrient availability, with a special focus on nutrients of concern (e.g. fiber, iron, folate) as well as overall calories and macro/micronutrient intake. What does the data mean to investors? The baking and milling industry to date are not aware of the impact that their products have on consumer s health from a public health perspective. Once published, the data will be available to members (or anyone) to use as a credible proof point to support the inclusion of their products (or product types) in the daily diet of consumers. This data means several things to influencers but namely that grains do have a place in a healthful diet and without both whole and enriched grains, diets of Americans will be inadequate. As we work to get this data published and entered into the science community to we will help bolster the library of grain research to feed policy, guidelines, and client recommendations. For media outreach, the publication of this research will allow us to create timely news pegs about the importance and role of grain foods in consumer s diets, driving the news cycle with positive grain messages. 25

26 Rallying the Grainiacs: Telling the Stories We Want to Tell

27 Stories GFF Wants to Tell Nutrition Health Variety Consumer Choice There is ample clinical evidence to show that grain foods and breads deliver essential nutrients to the human body to support daily activities and long-term health. Not just what you eat, but how you eat and the enjoyment you take from eating are all factors in overall health and wellness. A healthy relationship with food is our best strategy for long-term health. There are dozens of types of healthful grains and millions of delicious ways to prepare them to fit any lifestyle or dietary choices. Giving consumers more choice and more information about what they eat and how they feed their families is good for all of us. The Process Origins Consumer Insights Grains are the ultimate field-to-plate food. From the farmers who grow them to the millers who transform them to the bakers who make them into the delicious, good-foryou products we enjoy every day. Grain foods are surprisingly local. In fact, the grains on your plate reflect the very nature of the place they were grown in surprising and delicious ways. 27

28 The Stories We Want to Tell: Grains for Your Brain STRATEGY EXECUTION RESULTS Embrace the phrase Grains for Your 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 into the emotional connection that people already have with bread to mitigate new anti-bread and anti-grain claims To Date: 73K visits and 149K page views 28

29 The Stories we Want to Tell: Taste and Tradition SURVEY EXECUTION RESULTS Bread The most popular side whether rolls or stuffing 90 percent serve with holiday meals Leftovers More than 60 percent of Americans enjoy eating this more than the meal itself 10 Recipe Collaborators Established food/family bloggers 2 original recipe posts, plus social promotion Family Meals Americans favorite part of the holidays Tradition is key using family recipes is most important factor of meal 10 Social Promotion Collaborators Bloggers/influencers with larger social followings 2 Twitter posts, 2 Facebook posts driving to recipes Earned Media 25 placements (2 interviews secured for Sylvia) 6.4 million impressions GFF s Social Media 99 tweets, 25 Facebook posts 345,771 impressions Collectiv ely 20 original recipes 3,451,577 impressions 29

30 The Stories We Want to Tell: Healthy Baby Month STRATEGY EXECUTION RESULTS January is National Birth Defects Prevention Month and January 5 11 is dedicated to spreading Folic Acid Awareness. This presents the perfect opportunity to highlight the important role enriched grains play in reproductive health. Let s take this time to tell consumers and influencers the enriched grain story through paid, owned and earned media. Press Release/Surve y Data + Infographic + Expert + Social Outreach + PSA + Media Impressions 3,278,783 Social Reach 10,940,520 Twitter Party Impressions Broadcast PSA Impressions 7,940,809 20, 435,032 Total: 42,595,144 30

31 The Stories We Want to Tell: Influencer Education Secured speaking opportunity at AAPA 2014 Annual Meeting for GFF advisory board members Drs. Glenn Gaesser & Suzanne Steinbaum Presentation titled Healthy Body, Healthy Heart: Grains Role in Whole Body Health 250+ attendees for standing-room only session Connected with audience members during and after session given interest in the material Led to follow-up coverage in Clinical Advisor, a publication geared towards physician assistants and nurse practitioners Secured presence at American Academy of Nurse Practitioners Annual Meeting in Nashville, TN Sylvia Melendez-Klinger, MS, RD provided abstract presentation: Food and Folic Acid: What Every NP Should Know Poster highlighted key connection between the folic acid in enriched grains and a healthy pregnancy Reached 500+ attendees, including meaningful dialogue with approximately 50 NPs 31

32 The Stories We Want to Tell: Media Outreach Positioning GFYB and the SAB as a holistic resource to top tier media outlets Reaching out to reporters and editors from national and local magazines, daily newspapers, online outlets and blogs, as well as nutrition influencers Showcasing the assets on GFYB, such as the infographics, recipes and videos, and the SAB members for the expertise and ability to serve as interviewees Uncovering what reporters and editors are working on Results Our proactive efforts have resulted in great traction and received positive feedback from reporters and editors at top tier outlets We have reached out to several hundred contacts who contribute to long-lead (magazine), short-lead (newspaper) and online outlets Secured media/interview opportunities for GFF and SAB members as a result, including: An interview about whether non-celiacs should consider a gluten-free diet for Oxygen An interview with a freelancer working on and pitching a story proposal about Grain Brain to top tier magazines Monitoring for opportunities to insert GFF and the SAB members into relevant conversations Identifying occasions to introduce reporters who are working on GFF-relevant stories to the GFF s assets and SAB 32

33 Protecting the Industry: Anticipatory Issues Management

34 Crisis Versus AIM Crisis AIM Sudden Dramatic Focused Public Immediate Focused Response - Event - Response - Outcome Impacts Business - Profits - Products - People Evolving Insidious Viral Instigated by Others Coordinated Response - Facts - Perspective - Resources Impacts Industry - Policy - Perception - Public Trust 34

35 AIM Process GFF has dedicated resources to develop AIM action plan over the last 18 months For each AIM topic, action plan materials include: Dossier Media landscape assessment GFF perspective Potential Q & A Issue triage diagrams AIM plan provides GFF investors with several, tangible benefits: Up-to-date background on a wide range of topics that may impact bottom lines GFF s point of view on these topics and suggestions/resources to help investors navigate when the time comes to address A starting point for investors respective communications teams to develop their own issues strategies and messaging The beginnings of an encyclopedia of issues tracking which will provide historical context over time, allowing to monitor the lifecycle of certain issues 35

36 Response Resources Position Partners Proof Experts Resources AIM System 36

37 AIM Issues Library GFF will roll out materials for the following issues this fall Additives Child nutrition GMO Labeling L-cysteine Microbiome Sodium Sugar Trans fat Vital wheat gluten Wheat breeding Whole grain/fiber definition 37

38 Thank You & Last Words