Share Seafood’s Story
2016 NFI GSMCMiami FL
Seafood Nutrition Partnership1001 North 19th Street, Suite 1200 | Arlington, VA 22209
Phone: 703-579-6750 | www.SeafoodNutrition.org
Mission
Seafood Nutrition Partnership is a 501(c)3 whose mission is to inspire a healthier America through
partnerships that raise awareness about the essential nutritional benefits of eating seafood.
2Eating Heart Healthy BOS: 1 Year Reunion with 1st Class
Board of Directors
Judson ReisPresident & CEO of Gorton’s Inc.
Home: Gloucester, MA
Jack Kilgore, ChairRetired President of Rich Products
Home: St. Simons, GA
Detlef SchrempfPresident
Detlef Schrempf FoundationHome: Seattle, WA
Linda Cornish, Exec. Dir./SecretarySeafood Nutrition Partnership
Home: Arlington, VA
Dr. Tom BrennaProfessor of Nutrition
Cornell UniversityHome: Ithaca, NY
Dr. Judith RodriquezChair & ProfessorDept. of NutritionUniv. N. Florida
Home: Jacksonville, FL
Henry Demone, TreasurerChairman of High Liner Foods Inc.
Home: Lunenburg, Nova Scotia, Canada
Dr. JoAnne FoodyGlobal Director of Scientific Affairs
MerckHome: Kenilworth, NJ
Hugh WelshPresident &
General CounselDSM N. America
Home: Parsippany, NJ
Scientific & Nutrition Advisory Council
Dr. Bruce HolubUniv. Professor EmeritusDept. of Human Health& Nutritional SciencesUniversity of Guelph.
Sara Baer-SinnottPresidentOldways
Captain Joseph R. Hibbeln, MDActing Chief
NIH, National Institute on AAA
Dr. Sheila Innis Professor
Department of PediatricsUniversity of
British Colombia
Gretchen Vannice, MS, RDN Author, Omega-3 Handbook
Scientific CommitteeChair for GOED
Dr. Bill HarrisPresident & CEO,
OmegaQuant
Linda ChavesPrincipal, Chaves Strategies
Retired Senior Advisor, NOAA NMFS
Dr. Michael TlustyDirector of Ocean
Sustainability Science,New England Aquarium
Dr. Penny Kris-EthertonDistinguished
Professor of NutritionPenn. State Univ.
Donor SupportChairman’s Campaign Circle
Annual SupportersOdyssey Enterprises, Inc.
SeabreezeSeafoods Int’l
Call To Action: Healthy Heart Pledge
Behavior Change Framework
Build Awareness- National Public Health Education Campaign
- Partner with Preventive Healthcare Organizations
- Grassroots Activities in 8 Target Markets
- Call To Action: Healthy Heart Pledge
Build Skills- Eating Heart Healthy Nutrition Workshops
- Expand nutrition education through WIC, Cooperative Extension Services
- Continuing Education Courses for Doctors, Nurses, Dietitians, Chefs, Food Service, Retail
Inspire Change- SNP Ambassadors: Chefs, Celebrities, Community
- Local Coalition Leaders
- Share Health Improvement Testimonials
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Public Health Education Campaign Timeline
2016
A. Provide Seafood Nutrition Education. Strategy: Partner w/ Health Influencers (Motivate/Awareness)
B. Shape the American Palate. Strategy: Partner w/ Tastemakers (Ability)
C. Inspire a Healthier America (Trigger)
Feb. Heart Month
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20172015
Oct. Seafood Month
Feb. Heart Month
Oct. Seafood Month
Feb. Heart Month
Oct. Seafood Month
2015 HIGHLIGHTS
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Public Health Campaign LaunchWashington DC – Oct. 7, 2015
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Kick-Off Video Link
Target Market Photos
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Birmingham ALGina Neely at Magic City Classic
Charleston WVPresentation of Proclamations for
Seafood Nutrition Partnership MonthFrom State of WV and City of Charleston
Indianapolis INOmega-3 Screening at Health FairIndiana University - Bloomington
Jacksonville FLPresentation of Proclamation for
Seafood Nutrition Partnership MonthFrom Mayor of Jacksonville (Video Link)
Lexington KYPresentation of Proclamation for
Seafood Nutrition Partnership MonthFrom State of KY at Sam’s Club Demo
Memphis TNDr. Diaz, Cardiologist & Coalition Leader
Interviewed on WDIA
Target Market Photos (Cont.)
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Oklahoma City OKKick-Off Press Conference with Coalition LeadersVideo Link
Brunswick / St. Simons Island GAMayor of Brunswick in SNP VideoKick-Off Video Link
Toledo OHDr. Brenna Accepts Proclamation forSeafood Nutrition Partnership Month
From City of Toledo
Healthy Heart Pledge Sign-Ups
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Registered Dietitian Nutritionist Toolkit Supported 76MM Media Impressions
14www.SeafoodNutrition.org/Resources.html
SNP 2015 In Numbers
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• Media Impressions– 250 million media impressions
• Retail & Food Service Participation– All 500+ locations Captain D’s engaged– 125 restaurants participate in Seafood Week– 18 retail outlets and RDNs engaged
• Healthy Heart Pledge– 2,818 Healthy Heart Pledges– 1,523 Omega-3 screenings– 10 Eating Heart Healthy cities
• Events– 65 events– 157,182 event attendees
SNP 2015 In Numbers
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Seafood Category Month vs YAGO SNP TMs
National
Frozen & Refrigerated October 2015 vs. YAGO 3.2% 2.8%Frozen & Refrigerated November 2015 vs YAGO 7.4% 4.5%Shelf-Stable October 2015 vs. YAGO -0.3% -4.8%Shelf-Stable November 2015 vs YAGO 4.5% -1.5%
Seafood Sales Change (Based on IRI)
Eating Heart Healthy Pilot
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2016 OVERVIEW
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Executive Summary
The SNP Strategic Plan for 2016 is to Improve Seafood Nutrition Literacy Through Preventive Influencer Networks. This will include: • Message: Update core messages to include brain, heart, eat
seafood, and omega-3 supplementation as recommended/needed.• Target Audience: Primary - Women, moms, young children;
Secondary - Millennials, men, & older adults.• Behavior Change: Scale SNP nutrition intervention program
curriculum through preventive health influencers.• Resources: Develop toolkits for influencers, including case studies,
webinars, and web resources. Produce resources in English, Spanish, Chinese.
• Communications Outreach: Integrate social and digital messages leveraging national, state-level, and local advocates.
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Message: #Seafood4Health #BrainHealth #HeartHealth #Seafood2xWk #Omega3
Strategic Plan Overview
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State-Level OutreachStates: AL, FL, GA, KY, IN, MA, OH, OK, TN, WA, WV
Focus: SNP Nutrition Intervention ProgramsTarget Audience: 1) Women, moms, young children;
2) Millennials, men, & older adults.Potential Reach: 74.7 million people
Mid-Size City-Level Activation – 8 CitiesPotential Reach: 3.8 million people
National-Level OutreachPreventive Health: Doctors, Nurses, RDNs, Chefs, Sports
Resources for Influencers & ConsumersPotential Reach: 37.5 million influencers
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Share Seafood’s Story
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2016 Goal: 100,000 Pledges#Seafood2xWk #HealthyHeartPledge
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• Share your Healthy Heart Pledge and Seafood Dish through Twitter, Facebook, and Instagram with hashtags #Seafood2xWk and #HealthyHeartPledge.
• We look forward to sharing how you are incorporating seafood into your weekly meals on the interactive U.S. Map!