Innovative Marketing Programs Marketing, Promotions & Research - PowerPoint PPT Presentation

Innovative Marketing Programs Marketing, Promotions & Research Program February 25, 2017

About National Pecan Shellers Association NPSA Mission  Support and promote the interests of pecan shellers and the global industry to assure the quality, safety and integrity of pecan products worldwide.

Strategies  Promote research that supports the health benefits of pecans.  Encourage consumers to integrate pecans into their diets and lifestyles.  Encourage culinary professionals to include pecans pieces in their recipe development and new product development.  Position NPSA as the leading resource on pecans to industry, media, consumers, culinary and health professionals.

Promoting Pecans to Chefs Commercial Applications

Pecan Chefs Summit  Fall 2015 Hosted R&D Chefs  Serenbe Inn & Farmhouse & The Bosch Experience Center 1) EDUCATION  How and why they should use Pecans  Nutritional benefits of Pecan  Profiles of pecan products - pieces, halves, oil and meal (taste/texture) 2) APPLICATION  Apply knowledge to create specific dishes/applications

Pecan Chefs Summit

R&D Chefs

Key Takeaways  Outback USA: Uses 200k pounds of pecans annually. Serves the following pecan products:  Introduced spiced pecan topped salad in Australia “Grilled Chicken Apple Salad”  Pecans as a constituent in the Thunder from Down Under Brownie  High Road Craft Ice Cream: Launched 2 new pecan ice cream flavors in Whole Foods and Publix grocery stores nationwide  Sysco: Most popular and most successful menu item is the "house" salad with candied pecans

New Content - Recipes

Consumer Editorial & Social

New Content - Videos

Consumer Editorial  Fall/Winter 2016  16 page article:  Pronunciation  Nutritional Benefits  Recipes  Pecan Facts  Distributed at Barnes & Noble & Whole Foods nationwide

Trade Media Coverage

What’s Next?

Pecan Chefs Summit 2017 2 nd Event with R&D Chefs

Promoting Pecans to Consumers

Pecan Harvest  November 2016 - NPSA Partnered with Shellers/ Growers in Albany, Georgia  Rare behind-the-scenes look at how pecans are harvested and processed  From the shaking of the trees, to the cleaning, cracking and roasting of the nuts

Key Takeaways  Generated new content for NPSA digital platforms videos, website, social  Generated social media buzz including Facebook Live, Twitter posts, new recipes, and more  Food bloggers continue to post on social media  Editorial coverage

iLovePecans.org Page Elements:  Image Gallery  Overview  Facebook Live  Recipe

Pecan Harvest Facebook Live was posted on SouthernBite page with blogger Stacey Little and has generated more than 3,774 views and growing

Pecan Harvest

Bloggers on Social Media

Trade Media Coverage  January 2017 issue of Pecan South magazine  Pecan Harvest event at Sunnyland Farms

Consumer Promotions

2017 Oscar Promotion Satellite Media Tour “Everybody Wins Gift Bag”  Dallas  Houston  Washington, DC  Philadelphia  Portland

• Visit www.iLovePecans.org – Videos – Recipes – Research – History – FAQs – Testimonials

Thank you!