Utilizing the Disney Name to Utilizing the Disney Name to Market Disney Garden™ Market Disney Garden™

Fresh Produce to Children: Fresh Produce to Children: What Does the Future Hold?What Does the Future Hold?

Brian WilliamsBrian Williams

Ben BlomendahlBen Blomendahl

OverviewOverview

Childhood ObesityChildhood Obesity

Imagination FarmsImagination Farms

Disney BrandDisney Brand

EconomicsEconomics

SWOT AnalysisSWOT Analysis

RecommendationsRecommendations

Children’s HealthChildren’s Health

Cost of obesity related diseaseCost of obesity related disease Diabetes, high blood pressure, heart disease, etc.Diabetes, high blood pressure, heart disease, etc. $117 billion/year $117 billion/year (National Center for Health Statistics, 2004)(National Center for Health Statistics, 2004)

Obesity and fruit and vegetable consumption Obesity and fruit and vegetable consumption are inversely relatedare inversely related 32 percent of obesity explained by consumption 32 percent of obesity explained by consumption

(or lack of) of fruits and vegetables (or lack of) of fruits and vegetables (Blomendahl, Williams, (Blomendahl, Williams, 2008)2008)

Obesity in the U.S.Obesity in the U.S.

1990 2007

Source: Center for Disease Control Behavioral Risk Factor Surveillance System

Disney and Childhood ObesityDisney and Childhood Obesity

Disney offered high-fat, high-calorie foods in Disney offered high-fat, high-calorie foods in parks and resortsparks and resorts

Disney consumer products (DCP) divisionDisney consumer products (DCP) division Offered less healthy foodsOffered less healthy foods

Children linked fun to less than nutritious foodsChildren linked fun to less than nutritious foods

Disney Going HealthyDisney Going Healthy

Opportunity for changeOpportunity for change Phase out fattening productsPhase out fattening products

Healthier choices in theme parksHealthier choices in theme parks

Chose not to renew contract with McDonaldsChose not to renew contract with McDonalds

New line of healthy foods for childrenNew line of healthy foods for children Began taking proposals for using Disney nameBegan taking proposals for using Disney name

Imagination Farms, LLCImagination Farms, LLC

Don GoodwinDon Goodwin Former COO of Green Giant Fresh and Produce Former COO of Green Giant Fresh and Produce

Marketing ConsultantMarketing Consultant

Matthew CaitoMatthew Caito Caito Food ServicesCaito Food Services

Brought idea to DisneyBrought idea to Disney Disney Garden™ fresh produceDisney Garden™ fresh produce

Mission: “Increase consumption of fresh fruit Mission: “Increase consumption of fresh fruit and vegetable among children”and vegetable among children”

ObjectivesObjectives

Branding in ProduceBranding in Produce

Reasons consumers purchase specific brandsReasons consumers purchase specific brandsDesignDesign

PrestigePrestige

Durability/QualityDurability/Quality

Consumers are willing to pay less for fresh produce Consumers are willing to pay less for fresh produce branding than branding in other productsbranding than branding in other products Younger people are willing to pay more Younger people are willing to pay more (Jin, et al, 2008)(Jin, et al, 2008)

Disney is associated with fun, magic, and Disney is associated with fun, magic, and wholesome family valueswholesome family values

EconomicsEconomics

Supply and Supply and demand for fresh demand for fresh produce in produce in supermarketssupermarkets

PP

EconomicsEconomics

I-Farm’s Goal: I-Farm’s Goal: Shift the industry Shift the industry demand out.demand out.

Provide supply to Provide supply to meet new demandmeet new demand Bring new Bring new

suppliers into suppliers into supermarketssupermarkets

Enter market w/o Enter market w/o hurting current hurting current companiescompanies

P1P1

P2P2

D2

D1

S

EconomicsEconomics

I-Farm’s Goal: I-Farm’s Goal: Shift the industry Shift the industry demand out.demand out.

Provide supply to Provide supply to meet new demandmeet new demand Bring new Bring new

suppliers into suppliers into supermarketssupermarkets

Enter market w/o Enter market w/o hurting current hurting current companiescompanies

P1P1

D2

D1

S

A B

C

D

Economic RealityEconomic Reality

Monopolistic CompetitionMonopolistic Competition Product differentiation (perceived or otherwise)Product differentiation (perceived or otherwise)

Disney Garden™ may increase industry Disney Garden™ may increase industry demanddemand The substitution effectThe substitution effect

How can I-Farms best exploit these How can I-Farms best exploit these realities to their advantage?realities to their advantage?

Disney and I-Farms Changing Disney and I-Farms Changing Children’s Eating PatternsChildren’s Eating Patterns

Disney characters create demandDisney characters create demand Children influence parent’s purchasingChildren influence parent’s purchasing

Parents more willing to buy fruits and vegetablesParents more willing to buy fruits and vegetables

Easily influenced by peers as well as by Easily influenced by peers as well as by advertisingadvertising

Disney makes healthy foods funDisney makes healthy foods fun

SWOT analysis of I-FarmsSWOT analysis of I-Farms

Strengths Weaknesses

Opportunities Threats

Supplement the StrengthsSupplement the Strengths

Use Disney name as an advantageUse Disney name as an advantageRetailers can market with the Disney nameRetailers can market with the Disney name

Continue educating on the importance of Continue educating on the importance of healthy eatinghealthy eatingDisney channelDisney channel

WebsiteWebsite

Convenient packaging for putting in lunch Convenient packaging for putting in lunch boxesboxes

Wipe Out WeaknessesWipe Out Weaknesses

New to the marketNew to the marketMust provide a quality product to gain credibilityMust provide a quality product to gain credibility

Keep Disney Garden™ fresh and excitingKeep Disney Garden™ fresh and excitingChange packaging to match new moviesChange packaging to match new movies

Promotions via collectibles, puzzles, prizesPromotions via collectibles, puzzles, prizes

Limited ResourcesLimited ResourcesPromote efficiency in the workplacePromote efficiency in the workplace

Outsource less important tasksOutsource less important tasks

On-going search for high quality employeesOn-going search for high quality employees

Wipe Out WeaknessesWipe Out Weaknesses

Suppliers accustomed to marketing Suppliers accustomed to marketing commoditiescommoditiesOffer seminars or other training for supplier Offer seminars or other training for supplier

marketing representativesmarketing representativesGive tools to take advantage of Disney nameGive tools to take advantage of Disney name

Higher Free on Board (FOB) prices for Higher Free on Board (FOB) prices for retailersretailersOffset higher FOB prices with more salesOffset higher FOB prices with more sales

Additional traffic in storesAdditional traffic in stores

Optimize OpportunitiesOptimize Opportunities

I-Farms can become a pioneerI-Farms can become a pioneerProduct differentiation in produceProduct differentiation in produce

Bring children into the produce marketBring children into the produce market13 percent of US families with children consume 13 percent of US families with children consume

the recommended amount of fruits and vegetables the recommended amount of fruits and vegetables daily daily (Produce for Better Health Foundation, 2003)(Produce for Better Health Foundation, 2003)

Use care not to expand too fastUse care not to expand too fastFocus on quality before quantityFocus on quality before quantity

Terminate ThreatsTerminate Threats

Food safetyFood safetyRandom product testingRandom product testing

Quality assurance processQuality assurance process

CompetitionCompetitionProduct differentiationProduct differentiation

Creativity is the key to set yourself apart from the Creativity is the key to set yourself apart from the competitioncompetition

Terminate ThreatsTerminate Threats

Seasonal quality differencesSeasonal quality differencesExpand to global suppliersExpand to global suppliers

Offer certain items seasonallyOffer certain items seasonally

RecessionRecessionFood is less affected by recession than other Food is less affected by recession than other

productsproductsTurn into an advantage by encouraging less Turn into an advantage by encouraging less

eating out, more eating ineating out, more eating in

Steps to Achieve ObjectivesSteps to Achieve Objectives

Steps to Achieve ObjectivesSteps to Achieve Objectives

Steps to Achieve ObjectivesSteps to Achieve Objectives

Steps to Achieve ObjectivesSteps to Achieve Objectives

BibliographyBibliography Behavioral Risk Factor Surveillance System. Center for Disease Control. Behavioral Risk Factor Surveillance System. Center for Disease Control.

(apps.nccd.cdc.gov/brfss/). (accessed July 23, 2008)(apps.nccd.cdc.gov/brfss/). (accessed July 23, 2008)

Blomendahl, Ben. Williams, Brian. Findings on Obesity. 2008Blomendahl, Ben. Williams, Brian. Findings on Obesity. 2008

Jun, Yanhong H. Zilberman, David. Heiman, Amir. Choosing Brands: Fresh Produce Jun, Yanhong H. Zilberman, David. Heiman, Amir. Choosing Brands: Fresh Produce Verses Other Products. American Journal of Agricultural Economics. May 2008: 463-475Verses Other Products. American Journal of Agricultural Economics. May 2008: 463-475

Lin, Biing-Hwan. Fruit and Vegetable Consumption: Looking Ahead to 2020. Economic Lin, Biing-Hwan. Fruit and Vegetable Consumption: Looking Ahead to 2020. Economic Research Service. Agricultural Information Bulletin. November 2004. Research Service. Agricultural Information Bulletin. November 2004. (www.ers.usda.gov/publications/aib792/aib792-7/). (Accessed July 23, 2008)(www.ers.usda.gov/publications/aib792/aib792-7/). (Accessed July 23, 2008)

Lin, Biing-Hwan. Reed, Jane. Lucier, Gary. U.S. Fruit and Vegetable Consumption: Who, Lin, Biing-Hwan. Reed, Jane. Lucier, Gary. U.S. Fruit and Vegetable Consumption: Who, What, Where, and How Much. Economic Research Service. Agricultural Information What, Where, and How Much. Economic Research Service. Agricultural Information Bulletin, October 2004, (http://www.ers.usda.gov/publications/aib792/aib792-2/aib792-Bulletin, October 2004, (http://www.ers.usda.gov/publications/aib792/aib792-2/aib792-2.pdf). (Accessed July 23, 2008)2.pdf). (Accessed July 23, 2008)

National Center for Health Statistics. Prevalence of Overweight and Obesity Among National Center for Health Statistics. Prevalence of Overweight and Obesity Among Children and Adolescents: United States. 2003-2004 Children and Adolescents: United States. 2003-2004 (www.cdc.gov/nchs/products/pubs/pubd/hestats/ overweight/overwght_child_03.htm). (www.cdc.gov/nchs/products/pubs/pubd/hestats/ overweight/overwght_child_03.htm). (Accessed July 24, 2008)(Accessed July 24, 2008)

BibliographyBibliography National Center for Health Statistics. Prevalence of Overweight and Obesity National Center for Health Statistics. Prevalence of Overweight and Obesity

Among Adults: United States. 2003-2004 Among Adults: United States. 2003-2004 (www.cdc.gov/nchs/products/pubs/pubd/hestats/ (www.cdc.gov/nchs/products/pubs/pubd/hestats/ obese03_04/overwght_adult_03.htm). (Accessed July 24, 2008)obese03_04/overwght_adult_03.htm). (Accessed July 24, 2008)

Nestle, Marion. Food Marketing and Childhood Obesity — A Matter of Policy. Nestle, Marion. Food Marketing and Childhood Obesity — A Matter of Policy. New England Journal of MedicineNew England Journal of Medicine. 2006: 2527-2529.. 2006: 2527-2529.

Palmer, Edward L. and Courtney F. Carpenter. Food and Beverage Marketing to Palmer, Edward L. and Courtney F. Carpenter. Food and Beverage Marketing to Children and Youth: Trends and Issues. Media Psychology. 2006: 165-190 Children and Youth: Trends and Issues. Media Psychology. 2006: 165-190 (http://www.informaworld.com/10.1207/s1532785xmep0802_6 ). (Accessed 17 (http://www.informaworld.com/10.1207/s1532785xmep0802_6 ). (Accessed 17 July 2008).July 2008).

Progress in Preventing Childhood Obesity: How do we Measure Up?. Report Progress in Preventing Childhood Obesity: How do we Measure Up?. Report Brief, Institute of Medicine, September 2006Brief, Institute of Medicine, September 2006

State of the Plate: Study on America’s Consumption of Fruits and Vegetables. State of the Plate: Study on America’s Consumption of Fruits and Vegetables. Produce for Better Health Foundation. 2003Produce for Better Health Foundation. 2003

Questions???Questions???