Promoting Pecans Promoting Pecans Promoting Pecans Promoting - PowerPoint PPT Presentation

Promoting Pecans Promoting Pecans Promoting Pecans Promoting Pecans Update on NPSA Marketing Promotion & Update on NPSA Marketing Promotion & Update on NPSA Marketing, Promotion & Update on NPSA Marketing, Promotion & Research Program Research Program Jon Krueger, Communications Manager Jon Krueger, Communications Manager National Pecan National Pecan Shellers Shellers Association Association ( NPSA NPSA )

Marketing Program Overview • Purpose: Expand & strengthen the market for P E d & t th th k t f pecans by promoting their health benefits, versatility and all-around great taste versatility and all-around great taste • Financial support provided by stakeholders pp p y throughout pecan industry (shellers, growers, brokers, accumulators, manufacturers, etc.) • Program is managed by NPSA Marketing, Promotion & Research Committee Promotion & Research Committee

Improving Public Perception • Old Perception: Pecans thought of as indulgence Old P ti P th ht f i d l to be enjoyed only around the holidays • New Information: NPSA funds landmark research which shows pecans are good for you p g y

Improving Public Perception • Today: Health benefits of pecans recognized by • Today: Health benefits of pecans recognized by news media, medical community & consumers

Latest News • Antioxidants Study Published A ti id t St d P bli h d • New Media Campaign Launched N M di C i L h d • New Data Helps Us Better Understand N D t H l U B tt U d t d Today’s Pecan Consumer

Antioxidants Study Published • Loma Linda University researchers demonstrate L Li d U i it h d t t that antioxidants in pecans are absorbed in the human body human body • Amount of Vitamin E (an antioxidant) doubles in ( ) body following pecan-rich meal • Oxidized LDL (bad) cholesterol decreased O ( ) by 33% at 3 hours after eating pecans

Antioxidants Study Published Key Message: New findings confirm that eating pecans as part of a balanced diet contributes to heart health and disease prevention.

TV & Radio Broadcasts • TV & radio TV & di broadcasts in February February • American Heart Month (AHA)

TV & Radio Broadcasts • Radio: 9 million listeners in 200 U.S. markets R di i 200 U S k t 9 illi li t • TV: • TV: 3.3 million viewers on 175 stations 3 3 million viewers on 175 stations www youtube com/ilovepecans org www.youtube.com/ilovepecans.org

Recent Media Coverage

Who Uses Pecans? Who Uses Pecans?

Pecan Usage in U.S. • 8% of U.S. (17 million people) used pecans for 8% f U S (17 illi l ) d f snacking in last six months • More than 10 million people have snacked on pecans in last 30 days p y • 160 million people (60% of U.S.) used nuts for snacking in last six months

Who Uses Pecans? • She’s a woman Sh ’ • 51 Years Old • 51 Years Old • Married • Educated • Avg. household income: $63,000 (U S avg - $59 500) (U.S. avg. - $59,500)

Buying Styles • She makes more grocery trips & plans trips in Sh k t i & l t i i advance • Checks ingredients & nutritional content • Prefers fresh over canned or frozen • Price is not the driving factor; it’s quality P i i t th d i i f t it’ lit

Food & Health Attitudes • Leads a healthy lifestyle; exercises regularly L d h lth lif t l i l l • Nutritionally-savvy & controls her diet • Nutritionally-savvy & controls her diet • Likes to cook with organic and fresh ingredients g g • Probably a vegetarian

Food & Health Attitudes • Believes in traditional and alternative medicine B li i t diti l d lt ti di i • Takes an antioxidant vitamin • Takes an antioxidant vitamin • Buys food with health benefit labels y (e.g., high fiber, low fat, natural)

Consumer Research: Next Steps • Follow-up survey of pecan users & non-users F ll f & • Importance of health attributes specific to pecans • Importance of health attributes specific to pecans (e.g., antioxidants, heart-healthy fat, fiber, etc.) • Findings will help Marketing Committee identify next major medical study for NPSA

Potential New Health Studies • Tufts University: How do pecans positively impact T ft U i it H d iti l i t heart-health in overweight people • Loma Linda University: Can pecans help diabetics better manage their condition g

Industry Wide-Effort • Shellers Sh ll • Growers • Brokers • Accumulators • Cleaners • Bag Suppliers • Equipment Manufacturers • National, Regional & State Trade Associations

Industry-Wide Support 6% 6% 10% 10% 63% 63% 63% 63% 21% 21% TOTAL: $178,000 TOTAL: $178,000 $ $ , , THANK YOU! THANK YOU!

www.ilovepecans.org Jon Krueger, NPSA g , 404-252-3663 jkrueger@kellencompany com jkrueger@kellencompany.com