Idaho Preferred®
Annual Membership Meeting
January 25, 2011
Agenda
• Call to order
• Welcome by Celia Gould, Director
Idaho State Department of Agriculture
• Self Introductions
• Membership Report
• Consumer Market Research Report
• Review of 2010 Idaho Preferred® programs
and discussion of 2011 Plan of Work
• Specialty Crop Block Grant Program
• Idaho Food Bank Presentation
• Adjourn
• Networking and Refreshments
Membership Report
2010 Membership Report
• Food and Wine Producers 111
• Nursery Producers & Retailers 35
• Grocery Retailers/Distributors 24
• Farmers’ Markets 23
• Restaurants 10
• Other 19
TOTAL MEMBERSHIP 222
Membership Report
Idaho Preferred Membership
250
222
200 193
150 141
126
112
100 86
50
0
2005 2006 2007 2008 2009 2010
Annual Membership Survey
Online Idaho Preferred Membership Survey
• Approximately 29% response rate
• Surveyed via online website in December 2010
Results
• Respondents • Most Beneficial Advertising/PR
• Fresh fruit & vegetable producers: 24% • Website: 69/100 pts.
• Producer (other): 15% • Radio ads: 59 pts.
• Specialty foods producers: 10% • Print ads/press coverage: 59 pts.
• Channels of Distribution More than one answer allowed • Increased sales
• Small retailers: 64% • Yes: 39%
• Foodservice: 40% • Answers ranged from 3% - 50%,
• Large retailers/farmers market: 34% each others “We can’t quantify sales
increase but it is positive!”
• No: 12%
• Most Beneficial Programs/Events • Unsure/Don’t track: 49%
• Use of logo: 77/100 pts
• Idaho Preferred website: 66pts.
• Television/print ads: 64 pts.
• Retail promotions: 58 pts.
Consumer Market Research
• Conducted by Social Science Research Unit at the
University of Idaho
• Telephone survey of 618 households
• Sample representative of Idaho in terms of
geographic distribution, sex, income and age.
• Calls made October 4-November 4, 2010
• Conducted in conjunction with the Idaho Rangeland
Resource Commission
Research Findings - Awareness
“Have you heard or seen any advertising messages using the
phrase Idaho Preferred or seen its logo, featuring a blue oval with
a yellow sunrise behind the mountains?”
Percent 100
90
80
70 66
2007
60
2008 50
41
40
2010 30
20
10
0
Statewide Awareness
Research - Where is the message being seen?
Research Findings – Where is Message Seen?
“Where have you seen or heard this message or logo?”
100
90
79
80 74 76
70 2007
60
2008
50
39
40 2010
30
18 19 18 16 15
20 12 10
7 6
10
1 1
0
Media Grocery Farmers Food Label Other
Store Market
Percent
Research Findings – What was the Message?
*New Question in 2010 – 57% of respondents said they had seen television ad.
“What images or products to you recall seeing in the Idaho Preferred TV ad“
100
90
80
70
60
50 2010
39
40 33
30
20
8
10 4
0
Fruits and All types of foods Wine Plants/Flowers
Vegetables
Percent
Research – Are consumer buying more local?
“On average, would you say you are buying more, about the same or
less local products than you used to?”
Percent
100
90
80
69
70
60 56
2008
50
35
2010
40
30
19
20
12
10 6
0
Buying Same Buying More Buying Less
Research – What are Consumer Buying More Of?
“What products would you say you are buying more of?” (Only asked of
those who responded that they were buying more and given these options)
100
90 83
80
70
60
50 2010
40 36
30 22
20 11
7
10
0
Fruits and All Foods Nursery Wine Other
Vegetables Products
Research – Why are Consumer Buying More?
“What are your reasons for buying more local products?
Percent 100
90
80 77 75
70
60
50
40
2008
30 30 28 27 2010
22 22
20
10 9 8.6
6
0
Support Better Healthier Safety Other
Local Quality
Economy
Research – Are Consumers Willing to Pay More?
“Would you be willing to pay more for items identified as being produced or
grown in Idaho than you would for comparable products that are either
unlabeled or identified as being produced in another state or country?”
Percent 100
90
80
71
70
61
60
50 2008
39
40 2010
30 26
20
10
0
Yes No
Research – How Much More will Consumers Pay?
“How much more would you be willing to pay for locally produced
or grown in Idaho products?”
100
Percent
90
80
70
60
50 48
2008
40 37
30
2010
30 25 26
20
12
10 7 8
4 3
0
Less than 10-14% 15-19% 20- 24% 25% or
10% more
Media
• 2010 Recap
• 2011 Marketing Strategies
• 2011 Media Plan
• Media & Campaign Details
2010 Highlights
• Continued to position Idaho Preferred as local & fresh
• Created new Specialty Food Crop TV ad
• Also new Non-Specialty Crop TV ad, with holiday tag
• Created new radio ads featuring producers
• Relaunched website in July
2010 Highlights - TV
• New Specialty Food Crop TV spot
2010 Highlights - TV
• Non-Specialty TV spot, with holiday tag
2010 Highlights - Radio
• New Radio ads featuring Producers
– Featuring Matt Wissel, from Wissel Farms
– Featuring Dan Symms, from Symms Fruit Ranch
2010 Highlights – Live Read
• Live Read Radio – 8 weeks
• Majority of activity in July & August
• “What’s Idaho Fresh” products
– Asparagus
– Cherries
– Apricots
– Green beans
– Corn
– Peaches
– Trees & poinsettias
2010 Highlights - Web
• New site launched in July
Website Pages
Website
Website
Website
2010 Highlights - Web
• Visits & pageviews significantly higher than a
year ago
8,000
ID Pref Month 2010
7,000
6,000
5,000
Nursery 2010
ID Pref Month 2009
4,000
Visits
Pageviews
3,000
2,000
1,000
0
Source: Google Analytics 7/09-6/10; Business Catalyst 7/10-11/10
Note: Increase could be partially driven by change in reporting platform.
2010 Print Media
National
Produce Business
Magazine
Editorial Copy
Dining Decisions
Magazine
Sun Valley Magazine Paid ad
Paid ad with Sysco
On-line Earned Media
Idaho Public Television – Dialogue
Thursday, July 15
Following Outdoor Idaho at 8:00 pm
Behind the Menu
On-Line Blog
February 2010
2011 Media Strategies
• #1 Continue momentum of promoting local &
fresh products throughout the state.
• #2 Emphasize Specialty Crops – food & nursery
• #3 Continue to build larger, more engaged Idaho
Preferred audience base
• #4 Non-Specialty Crop – radio, web, PR
2011 Media Strategies
• Brand: Support the local economy + fresh products
• Target: Skews female. Shoppers, diners and
gardeners who understand the importance of
“buying local” and look for quality & freshness when
they shop.
2011 Media Strategies
• Mix of mass reach + one-to-one media
– Statewide TV, Radio, PR & Web
• Focus activities primarily around Idaho Preferred
month
• Keep production expenses low; reinvest into
media & promotions
2011 Media Plan
2011 TV
2011 TV
• Spring “Nursery” campaign
• New Fall “Specialty Crop” ad
– Include “supporting local economy” messaging and
showcase producers
• 9 wks of TV media
• 845 Paid GRPs
• Markets: Boise, Idaho Falls/Pocatello, Twin
Falls, Lewiston & No. Idaho Public TV
• Prime (35%), Early AM (20%), Daytime,
Early/Late News (15% ea.)
2011 Radio
2011 Radio
• Spot Radio - 5 weeks
– Organic in June – 1 wk
– Producer Spots
– Possible Idaho Preferred event radio
– Markets: Boise, Idaho Falls, Pocatello & Twin Falls &
some small markets depending on activities
• Live Read Radio - 8 weeks
– Markets: Boise, Idaho Falls, Pocatello, Twin Falls,
Lewiston, CDA/Sandpoint
2011 Radio
• “Edible Idaho” on NPR Boise State Public Radio
– Guy Hand’s “Edible Idaho: Celebrating the Year of
Idaho Food” show is a weekly series of stories about
food in Idaho and the people who grow, prepare and
cook it.
– Each show is 4 minutes long and will air 3x per week
on 91.5 FM on Fridays at 8:35 and 3:45 p.m., and
Saturdays at 1 p.m.
– Five, 20-second credits per week Mon-Sun; 260 spots
annually
– Statewide coverage
2011 Radio - PSAs
• Free airtime
• Continue to run “Lori Otter :30 radio
• Spots run during mandated PSA airtime on
stations
• Re-traffic to be season appropriate
• Available in all markets
2011 Web
2011 Web
• Update content regularly
• Continue a few ads on Facebook
• Geo-target by city
• Charged by click
• Sends to website
• Can target by gender
• Change message wkly
2011 Web
• Facebook ads
2011 Print
2011 Print
• Food Editor Tour with Commerce
– Late Sept/Early Oct – Sandpoint to Lewiston
• Idaho Forest Products
– Possible print options in No. Idaho
• Support “The Year of Idaho Food” event
– Possible print to support event TBD
2011 PR
• June: Organics week
– Potential b-roll videos, only if possible when shooting
new Specialty Crop TV
• July – Sept: “What’s Fresh” coverage
• Sept: Secure media exposure for 3 key events:
– Farm to School
– Year of Idaho Food
– Retail events
• Engage TV, print and online media
Questions/Suggestions?
Retail Programs
Produce Business Magazine
December 2010 Issue
Top 10 Trends names
Locally Grown as Number 1
“Local is the next ‘fresh’ or
‘natural’…we’ll see locally grown
become a much more important
market segment in the near future.”
“It is clear consumers are excited
about local foods in a way that
continues to gain momentum. Indeed,
this is a worldwide phenomenon, not
limited to North America.”
Retail Programs - 2010
Albertsons:
• Traveling Farmers Markets
• July 16-September 26, 2010, 2 stores/week
• Wissel Farms produce and trucks
• Outdoor produce displays and POS
• Sales increases on displayed local items 13-170+%!
• Joint radio ads
• Wissel and Symms during season
• POS
• Nursery and Food
Retail Programs 2010
Walmart
• September Produce Promotion
• Statewide – September 5-12
• Ticket to Healthy Snacking
• Meridian Store – September 9
• 900 tickets distributed, 250 redeemed
• New Milk POS
Retail – Press Coverage
Other Retail Programs
• Associated Food Stores
• Have 70 affiliated stores in Idaho
• Will identify Idaho Preferred items
• Help their stores promote local foods
• Paul’s Markets
• Co-op TV ads in October – apples
• Nursery POS
Retail Plans in 2011
• Build relationship with Winco
• Reconnect with Whole Foods (opening 2012)
• Follow up on 2010 meeting with Super 1 Foods
• Expand promotions with Albertsons and Walmart to
eastern and northern Idaho
• Costco promotion
• Expand efforts with Associated Foods
• Other ideas?
Foodservice Programs
National Restaurant Association
December 2010
Annual survey of 1600 Chefs to determine top
food and beverage trends for coming year
Food:
#1. Locally sourced meats and seafood
#2. Locally grown produce
#3. Sustainability
Beverage:
#1. Locally produced beer and wine
Foodservice – Distributors
• Producer Tour for Thomas Cuisine Mgmt
• The Berry Ranch, Symms Fruit Ranch
• Food Show in May
• Falls Brand, Gem Pack, Berry Ranch, Purple Sage
• Farm to School Partner/Training
• Results – 2009 vs 2010!!
• Purple Sage Farms – sales more than doubled
• Symms Fruit Ranch – sales up 53% “These numbers would not
• The Berry Ranch – Case sales up almost 600% have been attainable without
the support of Idaho
• Wissel Farms – Sales up 40% Preferred marketing and
advertising programs…”
• Sold 500 lugs of local grapes to area schools
Les Jenkins, Director of
• Local asparagus sales up 70% Produce Operations, FSA
• Now distributing for local grape growers, Kings Boise
Crown Organics and several other local producers
Foodservice - Distributors
• Regional Food Shows - April
• Idaho Falls, Twin Falls, McCall
• Fresca, Clear Springs, Gem Pack, Zeppole
• Produce Show – May
• The Berry Ranch, Symm’s Fruit Ranch, Wissel
Farms
• Cooperative Ads
• Sun Valley Magazine, Dining Decisions
• Iron Chef Southern Idaho - May
• Locavore Express - September
Chef Events
Iron Chef Southern Idaho
• Sponsored by Sysco, Idaho Preferred, Ballard Cheese,
Independent Meats and hosted by KMVT-TV.
• Two chefs selected by consumers on-line
• Each Chef prepared 3 courses
• All Idaho ingredients - secret ingredient – bacon
• Approximately 200 attendees
Epicurean Evening St. Lukes Magic Valley
Health Foundation
• Idaho strolling dinner with chefs and producers
• Quick Cuisine Challenge for entertainment
• Chefs from Hemi’s in Sun Valley and Local Dish, TF
• Mystery ingredient – elk - plus all-Idaho pantry
Monthly ACF Meetings
• 10-15 chefs per meeting
• 2-3 producers/wineries featured
Foodservice
2010 Farmer-Chef Collaboratives
• Moscow
• 16 producers, 13 restaurants
• 2nd year in Moscow
• Sun Valley
• 16 producers, 12 restaurants
• 2nd year in Sun Valley
• Many new restaurants attending
Results: Producers reported gaining an average of five restaurant contacts
and an estimated $10,000 increase in sales over next 12 months.
New product into St. Luke’s Twin Falls, Sun Valley Resort, Sego Restaurant
Foodservice
Menu Promotion
Results: Restaurants estimated
• Requirements that approximately $25,000 was
• Funds for menu reprinting OR advertising gained through their participation
in this program.
• Feature and highlight minimum of 5 Idaho
Preferred products
• List producers/location of farm on menu or
advertisement
• 2010
• 9 restaurants applied for funding
• Many as a result of Collaborative events
Foodservice Plans for 2011
• Restaurant promotions with Distributors
• MA Sales incentive programs with Distributors
• 1-2 Farmer Chef Collaboratives
Boise and Magic Valley or Eastern Idaho areas
• Farm to Fork tour for Chefs
• Continue Chef Newsletter
• Chef page on website or other user-friendly
resource
• Ideas?
Education – Farm to School
• Manual Published with ISDE
• Presented to over 100 SFS staff at ISNA
• Pilot Program Initiated at Boise,
Marsing, Coeur d’Alene and Thomas
Jefferson Charter Schools
• Pilot School training in July
• Media Kick-Off with Lori Otter
• Mini-Grants to schools for products
• Pilot schools bought over $26,000
of local produce in September
Farm to School – Boise School District
• Boise District – one of four pilot sites
• Foodservice Director – Peggy Bodnar
• 21,000 students in 46 schools
• Hosted kick off event with First Lady Lori Otter
• September – Served at least one Idaho Product each day
• Rest of the year – Serve one Idaho product per week
• Created Farm to School Toolkit
• Served over $24,000 of Idaho fruits and vegetables in September
• Served over $150,000 of Idaho foods in September
Education - Classroom
Ag in the Classroom
•Only 1 workshop in 2010 due to decline in
teacher registration
•Topic – “What is Farm to School?”
•Tie together with school cafeteria initiatives
Posters
•Continue to provide to about 1000 teachers
and school cafeterias each month
•Began to update and redesign major crop
posters
•Offering funding and distribution opportunities
to commodity commissions/councils
Meridian High School Ag Expo
•Over 3000 3-4 grade students
•Led by FFA students
Education
2010 Idaho Preferred Fundraiser
• New Products
• Honey, “Backcountry Bar”, Whole
wheat flaxseed cookie mix
• 37 schools participated, 5600+ items sold
• $29,000 in sales to Idaho producers
• $24,000 earned for Idaho schools
Survey results
• 72% response rate
• 60% “very satisfied” with products, 20% “above
expectations”
• 20% schools saw an increase in sales, 25%
decrease, 50% little/no change
• Overwhelming overall positive responses in “other
comments” category
Education programs in 2011
•Expand Farm to School Efforts to additional schools
•Plan first Idaho Farm to School Conference with ISDE
•With ISDE host Farm to School Collaborative at ISNA
•Farm to School Manual for producers
•Continue to update and expand distribution of posters
•ISDE working with UofI and ISU students to develop lesson plans for
each poster/crop represented
•Farm to Fork tour for Idaho Dietetics Association
•Fundraiser
•Idaho Agriculture in the Classroom
•Serve as Idaho Lead for National Farm to School Network
•Others?
Consumer Events
Savor Idaho – June 13
• Idaho Wine Commission Event
• Over 900 consumers
• Idaho Caesar Salad
Green Expo – May 8-9
• Booth shared by 5 Members
• 15,000 estimated attendance
Savor Southern Idaho
• Southern Idaho Tourism Assoc
• Featured all Idaho wines and food
• Kick off to Jazz in the Canyon
Cooking Classes
• Held at Pottery Gourmet in Boise
• Taught by Chef Dean Fuller
• Occur monthly
Ag Pavilion
• Boise and Twin Falls Fairs
• Attendance estimated over 26,000
Consumer Events – Idaho Preferred Month
• Governor’s Proclamation
• Specialty Crop TV
• Spot Radio
• Channel 7 News at Noon – re: Fundraiser
• Boise School District Farm to School Media event
• Basket delivery to media
• Walmart “Healthy Snacking” Event
• Epicurean Evening – Twin Falls
• Locavore Express (2)
Consumer Events
Harvest Festival – Idaho Falls
• Big Lost River Meats, Excel Muffin Mix, JCN Enterprises/spelt
cookie mix
A Locavore’s Night Out - Victor
Menu Assistance for over 20 events
• Ag Summit Governors Award Luncheon
• Ag All Stars
• Commerce Events
Speak to consumer and industry groups
• Ag Summit
• Leadership Idaho Agriculture
• Farm Bureau
• Idaho Wine Commission
• Thomas Cuisine Management
Consumer Events - 2011
• Idaho Preferred Month Events
• Year/Day of Idaho Food
• National Organics Month
• Savor Idaho
• Green Expo
• Agriculture Pavilion
• Looking for events and activities in Magic Valley,
Eastern and Northern Idaho areas
• Ideas/suggestions?
Nursery Promotions
• Exhibit at INLA Conference
• Customized retail promotions
between local
nurseries/retailers and local
growers
– Zamzows/Flora
– Albertsons/Wards
– Costco/Flora
– Pauls/Wards
Nursery Promotions - 2010
Customized POS
Materials:
Nursery Promotions - 2010
Flora and Wards at
Zamzows
Flora at Costco
Nursery Promotions - 2011
• Continue to run TV ads in Spring
• Work with growers to provide POS materials
• Work with retailers to identify/promote local
plants, trees and other nursery products
• Customize promotions to meet needs of individual
retailers and growers
• Ideas/Suggestions?
Idaho Preferred Rule Changes 2011
c. Non-food agricultural products must be at least (fifty percent replaced
with) twenty percent 20% agricultural content by weight and that agricultural
content must have been grown or raised in Idaho and processing must occur
in Idaho. (8-17-10)
08. Pork and Pork Products. Pork and pork products shall come from
hogs that: (5-8-09)
a. Are born, raised and harvested in the United States. No
hogs that originate from, or reside for any portion of their life outside the United
States may qualify for the Idaho Preferred® logo. (5-8-09)
b. Are raised in or processed in Idaho. (5-8-09)
c. Are processed at less than one (1) year of age unless used
exclusively for ground pork or sausage products, and are processed in a
federally inspected plant. (5-8-09) (8-17-10)
Division Staffing
•Kim Peterson promotion
•Trade Specialist Vacancy
•Trade Analyst Position
•Staff Reorganization
•www.dhr.idaho.gov/
Grants - 2011
2010 - 2011 2011-2012 2012-2013
USDA Specialty Crop Grant 2009 48,000
Year 2 (61137 – now closed)
USDA Specialty Crop Grant 2009A 75,000 45,000
Year 1-2 (61138)
USDA Specialty Crop Grant 2010 24,000 40,000
Year 1-2 (61139)
USDA Specialty Crop Grant 2011 68,000 130,500
Year 1 (61140)
Total Specialty Crop Funds $147,000 $153,000 $130,500
Specialty Crop Block Grants
Authorized under the 2008 Farm Bill, USDA distributes block grants to the
states
• ISDA has developed a competitive grant process as part of the program
• Projects must solely enhance the competitiveness of specialty crops
• Projects must benefit more than just the applicant
• Eligible crops include fruits and vegetables (fresh or processed),
tree nuts, horticulture and nursery.
– 2009: $876,435.46 funded 11 Projects
– 2010: $865,672.94 to 17 Projects
– 2011: Application Deadline April 30, 2011
• Complete Application Guidelines available at www.agri.idaho.gov
• Pre-application Webinar on February 4th at 2:00pm
Member Input
Many ways to provide program input:
1. Call or email staff at anytime
2. Contact Advisory Board members:
Producers
Retailers
Foodservice Representatives
Supporting Organization Representatives
Appointed by Director Gould
3. Now…….
Questions?
Thank you!
Thank You
For
YOUR PARTICIPATION
in the
Idaho Preferred Program!