Marketing, Promotion and Research Program Performance Update About - - PowerPoint PPT Presentation

Marketing, Promotion and Research Program

Performance Update

About NPSA

• A non-profit trade association committed to educating

culinary and health professionals, food technologists and the general public about the nutritional benefits, variety

• f uses and all around great taste of pecans.

.

Donations Since 1998

$2.4 Million Invested in MPRP

Shellers Growers Other

.

2013/2014 Program Highlights

• Tufts/INC Research
• I Love Pecans
• Perfect Performance

Research

Research

Tufts University Study

• Research will focus on subjects 50+, who are healthy but have

an increased risk for heart disease or diabetes due to family history for example but will also dive into the effects of antioxidant activity on heart health.

• Half of the participants will receive a controlled diet while the
• ther half will receive a pecan-rich diet
• Expected Outcome- a handful of pecans a day can keep adults

healthy, and may prevent both heart disease and diabetes.

International Nut Council

• Every year, NPSA contributes funds to the International Nut

Council Research & Education Foundation in a effort to support further nutritional research on tree nuts.

• November 2013- Study published linking nut consumption to

lower death mortality.

• Of the men and women who consumed nuts seven or more

times a week, 20% showed signs of promoted health and longevity.

I Love Pecans!

I Love Pecans!

• Serving as a low-cost/efficient

way of communicating to the consumer market

• Promoting pecan nutrition and

uses of pecans by posting daily recipes, tips, and fun uses of pecans.

I Love Pecans Facebook

• Launched on Nov. 1, 2012

with 33 fans

• Today we have over

53,000 fans with over 2,000 fans visiting the page regularly each month.

I Love Pecans

Pinterest

• Launched with 2 followers
• n Dec. 1, 2012
• Currently over 290

followers

• Monthly integrated

Facebook promotion

55 likes

I Love Pecans

Twitter - @ilovepecans

• Launched on Feb. 1,2013
• Currently over 190

followers

55 likes

Why have we been so successful?

35 likes

• Successful Facebook ad

strategy/implementation

• Great content
• We listen to our fans

I Love Pecans Website

Features:

• Stronger Brand Image
• New Navigation
• Enhanced Search Engine

Optimization An enhanced resource for information for consumers, health professionals and commercial buyers

• f pecans

Perfect Performance

Perfect Performance

• Serve as a guide to using pecans in processed foods
• New publication designed to help market pecans globally and

domestically

• Features
• Pecan Size/Color Chart
• Top Industry Uses
• Antioxidant Chart
• Nutritional Info
• 30 cents per print copy
• Perfect for sales meetings, trade shows,

shipment inserts, etc.

• Contact npsa@kellencompany.com

Crisis Communications Planning

This year, we are expanding on our crisis communications planning initiative as a service to the entire industry.

• Form a crisis communications team
• Assign roles and responsibilities; identify spokesperson(s)
• Identify stakeholders
• Consider scenarios
• Develop template placeholder messaging
• Determine emergency communications systems

Additional Key Initiatives

• Research Chefs Association Culinology Expo.
• March 11-14, 2014 in Portland, OR
• American Culinary Federation National Convention
• July 25-29, 2014 in Kansas City, MO

Additional Key Initiatives

American Heart Association Heart Healthy Checkmark Program

We have renewed our AHA certification and will continue to maintain the Heart Check mark as a third party endorsement of the healthy food benefits of Pecans. We will continue to educate and encourage members to take advantage of this program.

• 3 Members are currently certified
• 2 Member’s application is in progress
• 6 Members have inquired and received information

about the Application Process

Benefits For Participating Members

• New company set-up fee waived. $7,500 Savings.
• Discounted program licensing fee from regular tiered pricing.

Maximum $1,000 per SKU per year versus maximum $5,000 per SKU per year.

• Licensing rights to use the heart-check logo on packaging and in

promotions for one year, with optional annual renewal.

• Halo from in-store merchandising and advertising placed by the

American Heart Association. For Information Contact: April Whitfield, Manager Business Relations and Account Services Or Go To: heartcheckmark.org/certify Email: April.Whitfield@heart.org Phone: 214-706-1879

Additional Key Initiatives

For Information Contact: April Whitfield, Manager Business Relations and Account Services Or Go To: heartcheckmark.org Email: April.Whitfield@heart.org Phone: 214-706-1879

Why we need your support

• NPSA has been the cornerstone for nutritional

research in the pecan industry.

• Without your investment in our program, we

would not be able to make these efforts to promote pecans to the food production industry, dietitians, nutritionists and consumers alike.

Thank You for your support!