Idaho Preferred®

Promoting the Quality, Diversity and Availability of Idaho Food and

Agriculture Products

What is Idaho Preferred®?

Mission: To promote the quality, diversity and availability of Idaho

food and agriculture products

Managed by: •  Idaho State Department of Agriculture staff •  Industry Advisory Board appointed by the Director

Funding: •  Originally funded by a Federal Specialty Crop Grant •  Now funded through state funds, participation fees and

subsequent rounds of Specialty Crop grants. •  Now in it’s 11th year of promoting Idaho products

What does it mean to be Idaho Preferred?

Fresh products: Must be 100% grown and raised in Idaho

Processed Foods: Must contain a minimum of 20% agricultural content that has been grown/

raised in Idaho and be processed in Idaho

Non-Food agricultural products: Must be at least 20% agricultural content by weight and that content must have been grown in Idaho

Nursery Stock: Grown in Idaho a minimum of one growing season or growing cycle

Many products have own qualification criteria ie: beef, pork, lamb, wine, game, etc.

Membership Report

25

112 126141

193222

248

286 298 302

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2003 2006 2007 2008 2009 2010 2011 2012 2013 2014

Idaho  Preferred  Membership

Membership Report

Current Membership

•  Food and Wine/Beer Producers 156

•  Nursery 27

•  Grocery Retailers/Distributors 33

•  Farmers’ Markets 39

•  Restaurants 31

•  Supporting Organizations 16

TOTAL MEMBERSHIP 302

Category

Food  and  WineProducersNursery

GroceryRetailers/DistributorsFarmers  Markets

Restaurants

SupportingOrganizations

Annual Membership Survey Online  Idaho  Preferred  Membership  Survey  •  55  responses  -­‐  approximately  18%  response  rate    •  Surveyed  via  online  website  in  November  2013  

   

 

Results  •   Respondents  

•   Fresh  fruit  &  vegetable  producers:  20%  •   Specialty  foods  producers:  13%  • Producer  (other):  4%  •   Nursery:  7%  

     •   Channels  of  Distribu<on  More  than  one  answer  allowed                                                                      

•   Small  retailers:  55%      •   Foodservice:  45%  •   Farmers  market:  45%    • Large  Retail:  32%      

     

•   Top  Five  Most  Beneficial  Programs/Events  •   MeeOng  with  PotenOal  buyers/customers  • Idaho  Preferred  logo  usage    • Idaho  Preferred  website  •   Farmers  Market/Retail  promoOons    • Consumer  Events    

     

•   Most  Beneficial  Adver<sing/PR  •   Website  •   Print/PR  • TV  adverOsing  •   Radio  ads        

     

•   Increased  sales  •   Yes:  54%  (up  from  52%  in  2012)  

•   Answers  ranged  from  5%  -­‐  60%  • No:  9%  •   Unsure/Don’t  track:  37%    

     

Media Strategies •  Target: Women 25-54 •  Timing: Primarily two main times of year

– Spring/Summer: Nursery & Forestry –  Fall: What’s in Season

•  Mediums: TV & visual mediums •  Markets: Exposure across the state

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Media Goals •  High Awareness: Drive consumer awareness of local

products and Idaho Preferred •  High Engagement: Motivate consumers to buy local •  Messaging: “Local”, “Fresh” and “Supporting the local

economy”

2013 Media

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Specialty Crop Ad

TV Advertising •  Markets: Boise, Twin Falls, Idaho Falls, Lewiston, Coeur

d’Alene

•  Stations –  ABC, CBS, NBC, Fox

•  Premiere Programming Examples –  20/20, Dancing with the Stars, CSI, 48 Hours, Law &

Order, Bones, Castle, Modern Family, Chicago Fire, New Girl and Castle

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Live Read Radio •  Reached across the state of Idaho •  Weeks of 7/22, 8/5, 8/19, 9/2 •  Markets:

–  Boise –  Idaho Falls –  Pocatello –  Twin Falls/Jerome –  Lewiston/Clarkston –  CDA/Sandpoint

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KTVB.com Online Takeover Ads

•  High impact •  Takeover ads ran 3 days on KTVB.com home page •  Exclusive to Idaho Preferred on those days •  25,000 impressions per day

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Online Ads •  Visual medium and growing •  Ads ran on KTVB.com and Yahoo.com statewide •  Ran two weeks prior to Mother’s Day

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Nursery Campaign •  Showcase nursery imagery •  Color newsprint ads •  Statewide

Online Advertising Results

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WEBSITE VISITS BY DAY

Nursery Online Ads 5/1-5/12

•  Large increase in website visits during May •  Huge spikes in web traffic during 3 Takeover Days

KTVB.com Takeover Ads: 8/27, 9/11, 10/3

Print - Forestry

•  Forestry Print and Radio, in June with IFPC

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•  Cost of campaign split with Idaho Forest Products Commission

•  Ads ran primarily in the northern part of the state

•  Forest product member companies also using Idaho Preferred logo on lumber wrap.

2014 Media Plan

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2014 Advertising Strategies

•  TV: best medium for building awareness

•  Online: best medium for consumer engagement –  Online efforts will drive traffic to new website

•  Forestry Campaign –  Print –  Radio

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Advertising Facts

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Source: 2012, eMarketer D11 Conference by KPCB!

PRINT! RADIO! TV! INTERNET! MOBILE!

% of Time Spent in media by Consumers!

% of Average National Ad Spending!

6%!

23%!

14%!

10%!

42%!43%!

26%!

22%!

12%!

3%!

Opportunity!

2014 TV Advertising

•  5 weeks of TV in August & September •  Concentrate investment to achieve appropriate

reach & frequency levels when on air •  TV advertising more competitive due to improved

economy

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2014 Online Advertising •  Timing

–  Two weeks before Mother’s Day –  During the Summer –  Two weeks in early December

•  Advertising –  Online banner ads statewide through Facebook

“promoted posts” and ads. Behavioral targeting on websites like Yahoo.com.

–  KTVB.com home page sliders on key days –  Google Adwords (ads on search key phrases)

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Online Ads – Facebook Ads

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Online Ads – Google Adwords

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Online Ads – Google Adwords

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Online Ads – Google Adwords

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Online Ads – Google Adwords

Questions

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Idaho Preferred Website

Website – Page Views

Source: Business Catalyst

•  Page views continue to increase peaking in summer and fall fresh produce season during ad campaign.

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Jan" Feb" Mar" Apr" May" Jun" Jul" Aug" Sept" Oct" Nov" Dec"

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Local Goodness Blog

Idaho Preferred Facebook Page

Nursery On-Line •  Idahopreferred.com •  Nursery map •  Facebook posts •  Facebook ads •  Banner ads •  Blogs

KTVB Banner ad

Do You Have Info You Want to Share?

Please send information and pictures to:

Skylar.jett@agri.idaho.gov

New Website

Mobile Version

2013 Media Events Media Events: -  IFWTWA Media Tour w/Commerce -  KIVI Channel 6 – All Idaho Thanksgiving

Dinner feature -  http://www.jrn.com/kivitv/news/Making-a-Christmas-meal-using-Idaho-

grown-foods-237115661.html#ndnid-25470372

-  “Dinner on the Ranch” event in Seattle

Public Relations Events: •  Registered Dietitian Ag Tour - April •  Dinner in the Orchard – August •  2 BSU Home Games tailgate – Sept. •  UofI Aggie weekend tailgate - Oct

More Consumer/Member Events: •  Locavore’s Night Out – Victor •  Savor Idaho – June, Boise •  Sippin’ in the City – November, Boise •  Ag Pavilions at Twin Falls and Boise Fairs

10th Anniversary Promotions - 2013

Chef Jane Deal helped write the cookbook, did cooking demos and marketed the book to local retailers. All photography, printing and publishing done in Idaho.

LIVE. EAT. LOCAL – Idaho Recipes for All Seasons

1000 copies printed in January 2013, 700 sold to date.

2014 Consumer and Member Events: •  Taste 208 - Boise

•  Locavore’s Night Out – Victor

•  Taste of Southern Idaho – Twin Falls

•  Savor Idaho - Boise

•  Western Idaho Fair and Twin Falls Fairs

•  Sippin’ in the City - Boise

•  Consumer event in Idaho Falls/Pocatello area - TBD

•  Festival at Sandpoint - August

•  Idaho Preferred Month - September

•  Slow Foods in the Tetons

•  Holiday Cooking Classes in eastern Idaho – Nov.

•  Social Media Promotion of Specialty Foods – Dec.

•  Other ideas/suggestions?

*See Idaho Preferred Calendar for details…

ENJOY A BREAK!

•  Sample Chef Dean’s loaded nachos with Idaho chicken, lentils, barley and cheese and fresh apple turnovers.

•  No Host bar with local wine and beer

•  Visit with fellow members and guests

   

 

 

 

 

 

Dean  Fuller  –  F&  B  Director  Executive  Chef      The  Boise  Hotel  &  Conference  Center  Home  of  -­‐  Castle  Ranch  Steakhouse  &  Sports  Page  Bar    3300  Vista  Avenue  Boise,  ID  83705  Main  –  208.343.4900  x  195  Cell  -­‐  208.995.9372  Fax  –  208.344.8156  www.theBoiseHotel.com    

 

Retail Programs •  Promo<onal  materials              Bins,  Signage,  call-­‐out  cards,  rails  strips,  etc.  •  Retail  Partnerships  

Walmart                                        Associated  Food  Stores  Paul’s  Markets                  Rosauer’s  Albertsons                                Whole  Foods  Boise  and  Moscow  Co-­‐ops  Farmers  Markets          Swensen’s  Farm  Stands    

•  Retailer  Tours  •  Producer  training  

Retailers are supporting Idaho Preferred

These newspaper ads are being placed at no charge to Idaho Preferred or to many of the companies being promoted

Idaho Cheese at Walmart •  Made  by  Glanbia  and  Jerome  Cheese  •  Packaged  by  LakeView  Cheese,  SLC  •  Distributed  by  CadaBrand  •  In  all  23  Idaho  stores  •  Product  demos  and  great  pricing  •  Over  1.3  MILLION  lbs  sold  since  Oct.12  •  EsOmate  2  million  pounds  in  2014

…and coming soon….Idaho butter!!

Trader Joes: From: Karen Neri [mailto:kneri@traderjoes.com] Sent: Wednesday, November 13, 2013 12:57 PM To: Skylar Jett Subject: RE: Meetings with Idaho Producers Hi, Skylar. Sorry, but everything we do except for artisan breads will go through our closest warehouse, which is probably Lacey, WA, so this just would not make sense for us…thank you. Karen

2014 Retail Programs: •  Retail Seminar for members held February 24th

•  Walmart, Albertsons, Whole Foods and the Boise Co-op •  Associated Food Show - April 2-3rd in Salt Lake City

•  4 companies have already signed up •  Retail promotion in conjunction with Idaho Preferred

Month with chains and independents statewide •  Build relationships with additional retailers

•  Winco and Fred Meyers •  Other ideas/suggestions?

Retail  Nursery  Promo<ons    Customized POS

Materials:

2014 Nursery and Forest Product Events •  INLA Show - January

•  Nursery Planting event in conjunction with Magic Dirt •  On-going POS and nursery promotion with nursery

retailers such as Zamzows

•  Social Media Mothers Day promotion - May

•  Retail Forest Product promotion - June

Foodservice Programs Na<onal  Restaurant  Associa<on  

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    Healthful  Kids  Meals  #4.  Environmental  Sustainability  #5.  Children’s  NutriOon  #6.    New  Cuts  of  Meat  #7.    Hyper-­‐local  sourcing    

   

Foodservice Programs      Distributor  Partnerships  

•  Producer  Tours  •  Food  Shows        Chef  E-­‐NewsleOers  

•  What’s  Fresh  •  Producer  Spotlight  •  Upcoming  events    Boise  ACF  Chef  Mee<ngs    •  20-­‐30  chefs  and  culinary  students/meeOng  •  Introduce  producers  at  meeOngs    FoodService  Events  •  Farmer  Chef  CollaboraOves  •  Locavore’s  Night  Out  –  Victor,  Idaho  

ACF Western Regional Conference •  April 13, 2013 in Coeur d’Alene Idaho •  Idaho Preferred Culinary Day •  4 1-hour seminars taught by local chefs •  Clear Springs, IPC, IEOOC, Snake River

Farms and Idaho Wine Commission were major sponsors

•  Ballard Cheese, Blue Sage Farms and PFM also participated in Idaho Pavilion in Trade Show

•  Over 400 chefs from NW were in attendance including a good representation from Idaho

2014 FoodService Plans

•  FSA Show – March •  Sysco Show – May •  Treasure Valley Chef Tour – July •  Idaho Preferred Month Promotion – September •  Idaho ACF Meetings – 3rd Monday of each

month •  Farmer Chef Collaborative – Central Idaho

location •  Other ideas/suggestions?

§  Partnerships  are  key  §  Idaho  State  Department  of  EducaOon  §  Agriculture  in  the  Classroom  

§  2  Primary  Components  §  Idaho  Foods  on  the  School  lunch  Menu  §  Teacher/FS  EducaOon  

§  Pilot  programs  in  2010  and  2013  §  Schools  in  all  parts  of  the  state  are  

par<cipa<ng  –  see  website  for  details  §  Focus  on  fresh  produce  in  lunch  and  

FF&V  programs  

Key  Foodservice  Market  -­‐  Schools  

Educational Materials Monthly

Incredible Edible Idaho Posters to all cafeterias and 300+ teachers

My Idaho Plate tearpads for

teachers featuring Idaho foods and

facts

New Common Core curriculum being

developed by teachers with powerpoint, lesson

plans and poster

Farm to School in 2013 •  Expanded pilot to 8 new sites – 5

school districts and 3 pre-school sites •  Pilot managed by a grant-funded

contractor •  Produced a new Farm to Pre-School

education piece •  Idaho School Nutrition Association

member luncheon presentation •  Daycare Training programs via pre-

recorded webinar.

•  New Curriculum integrating Common Core Standards will be completed in cooperation with ISDE

•  Introduce new curriculum at Ag in the Classroom Teacher Training Workshops this summer

•  Re-activate Farm to School Advisory Board •  Host a one day Farm to School Conference/Farm tour •  Other ideas or suggestions?

Farm to School Program in 2014

Consumer Research

Research - Where is the message being seen? “Where have you seen or heard this message or logo?”

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10%#

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Grocery'store'

Farmer's'market'

'Restaurant' Food'label' Media' Other'

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tage'of'R

espo

nden

ts'

2007' 2008' 2010' 2012'

“Have you seen any advertising on TV?”

57%$

42%$

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Yes$ No$$ Don’t$know$$

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espo

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2010$ 2012$

Research – Has the TV Ad been seen?

Research - Amount of local food purchased?

19%$

69%$

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27%$

57%$

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3%$

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!More!! !About!the!same!! !Less! !Don't!know!!

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ts!

2008! 2010! 2012!

“On average, would you say you are buying more, about the same, or less local products than you used to?”

“Where do you typically make local purchases?” – New Question

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Retail/grocery-- Farmers’-markets--

-Restaurants-- Do-not-purchase-

-Other--

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Research – Where are local foods purchased?

Research - Types of local food purchased?

11%#

83%#

7%#4%#

79%#

6%#14%#

23%#18%#

7%#

0%#10%#20%#30%#40%#50%#60%#70%#80%#90%#

100%#

Plants'

'Fruits/vegetables'

'Wine'

'Grains/Bread'

'Meat''

'Dairy'

'Other''

Percen

tage'of'R

espo

nden

ts'

2010' 2012'

“What local products would you say you are buying more of?”

Research - Reasons for buying more local? “What are your reasons for buying more local products?”

0%#10%#20%#30%#40%#50%#60%#70%#80%#

Support'local'farmers'

Fresher'

Be2er'quality'

Healthier'

Safer'

Price'

Availability'

Suited'to'climate'

Other'

Percen

tage'of'R

espo

nden

ts'

2008' 2010' 2012'

“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”

Research – Are consumers willing to pay more?

“How much more would you be willing to pay for products locally grown or produced in Idaho?”

Research – How much more are willing to pay?

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!Less!than!10%!

!10%!to!14%! !15%!to!19%! !20%!to!24%!!25%!or!more!!Don't!know!!

Percen

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espo

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ts!

2008! 2010! 2012!

Research - Open Ended Responses

“It’s very important to support the local economy and do as much as we can.”

“I wish they would label the food better and advertise that they are grown in Idaho more.”

“Idaho food and products are great. They should be more available and I am a strong supporter.”

“I think we are getting much better at marketing and selling items grown locally.”

Do you have anything else you’d like to add about Idaho food and products?

Research - Open Ended Questions

“They should provide more local products so it helps our local economy.”

“Quality and good tasting products are more important than having cheap products.”

“If there are more local products available, you should advertise them more so we are able to purchase them.”

“I would like to see more Idaho products in stores.”

“I will keep my eye out for that Idaho Preferred logo!”

Do you have anything else you’d like to add about Idaho food and products?

Grants – 2013-2016 2013-­‐2014   2014-­‐2015   2015-­‐2016  

State  Funds    (July-­‐June)  

$190,000  -­‐200,000  

$190,000  –    200,000  

190,000  -­‐200,000  

USDA  Specialty  Crop  Grant  2012    Year  2    (61141)  

105,490  

USDA  Specialty  Crop  Grant  2013  (61142)  

50,000   80,000  

USDA  Specialty  Crop  Grant  2014  (61143)  

72,000   85,000  

Total  Specialty  Crop  Funds   $155,490   $152,000   85,000*  

               Total  Funds  Available   $345,490-­‐355,490  

$342,000  –  $352,000  

$275,000  -­‐285,000*  

*Specialty Crop Grants announced for 2014 may provide additional funds for 2015-2016

The Idaho Preferred® Program Promoting the quality, diversity and availability of

Idaho food and agriculture products through advertising, channel marketing, consumer information

and education programs.

Contact: Leah Clark

Idaho Preferred Program Idaho State Department of Agriculture

Leah.clark@agri.idaho.gov  Thank  You!