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Idaho Preferred ® Promoting the Quality, Diversity and Availability of Idaho Food and Agriculture Products
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
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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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Local Goodness Blog
Idaho Preferred Facebook Page
Nursery On-Line • Idahopreferred.com • Nursery map • Facebook posts • Facebook ads • Banner ads • Blogs
KTVB Banner ad
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:[email protected]] 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?”
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
80%#
Grocery'store'
Farmer's'market'
'Restaurant' Food'label' Media' Other'
Percen
tage'of'R
espo
nden
ts'
2007' 2008' 2010' 2012'
“Have you seen any advertising on TV?”
57%$
42%$
2%$
65%$
32%$
3%$
0%$
10%$
20%$
30%$
40%$
50%$
60%$
70%$
80%$
Yes$ No$$ Don’t$know$$
Percen
tage$of$R
espo
nden
ts$
2010$ 2012$
Research – Has the TV Ad been seen?
Research - Amount of local food purchased?
19%$
69%$
12%$
0%$
35%$
56%$
6%$3%$
27%$
57%$
13%$
3%$
0%$
10%$
20%$
30%$
40%$
50%$
60%$
70%$
80%$
!More!! !About!the!same!! !Less! !Don't!know!!
Percen
tage!of!R
espo
nden
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
70%$
50%$
1%$ 3%$8%$
0%$
10%$
20%$
30%$
40%$
50%$
60%$
70%$
80%$
90%$
100%$
Retail/grocery-- Farmers’-markets--
-Restaurants-- Do-not-purchase-
-Other--
Percen
tage-of-R
espo
nden
ts-
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?
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
80%#
!Less!than!10%!
!10%!to!14%! !15%!to!19%! !20%!to!24%!!25%!or!more!!Don't!know!!
Percen
tage!of!R
espo
nden
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
[email protected] Thank You!
