national processed raspberry council new member · pdf fileserbia chile . about the nprc 8 ....
TRANSCRIPT
An Overview
▹ U.S. Supply of Processed Raspberries
▹ Growing the Market - Developing Our Story
- Sharing Our Story
▹ Industry Communications &
Accountability
▹ Food Safety
2016 U.S. Supply
-
5.000,0
10.000,0
15.000,0
20.000,0
25.000,0
30.000,0
35.000,0
40.000,0
2012 2013 2014 2015 2016
Domestic Production 31.056,9 32.553,0 35.609,0 28.244,3 39.381,7
Imports 22.344,3 21.826,8 27.460,4 30.086,9 26.226,9
MT
U.S. Market: Processed Raspberries
-
10.000,0
20.000,0
30.000,0
40.000,0
50.000,0
60.000,0
70.000,0
2012 2013 2014 2015 2016
Imports 22.344,3 21.826,8 27.460,4 30.086,9 26.226,9
Domestic Production 31.056,9 32.553,0 35.609,0 28.244,3 39.381,7
MT
Raspberry Imports to U.S.: 2016
-
5.000,0
10.000,0
15.000,0
20.000,0
25.000,0
30.000,0
35.000,0
2012 2013 2014 2015 2016
MT
all others
Poland
China
Bulgaria
Canada
Mexico
Serbia
Chile
Strategic Plan At A Glance
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Vision - Real Red Raspberries are the premium berry of choice
Mission - To build demand and secure the long term viability of the industry
Purpose - Sharing the Real Red Raspberry experience to nourish, inspire, and delight
Core Values - Passion
- Honesty
- Collaboration
- Vision
National Processed Raspberry Council
Executive Committee
Administrative and Financial Oversight
Developing Our Story
Research to understand Real Real Raspberry attributes
Industry Communication & Accountability
Demonstrating the good work of the Council and its value to the industry
Sharing Our Story
Communicating the benefits of Real Red Raspberries to consumers and trade
National Processed
Raspberry Council
13 members and alternates
A Knowledge Driven Organization
Actionable Results
Trade Engagement
Baseline Research Strategic
Perspective
Market Intelligence
What Properties of
Raspberries Make Them
Nutritionally Unique
to
Promote Health?
Raspberry Basics
What you already know
▹ Low calorie
▹ Convenient & versatile
▹Great tasting
▹ Available year round
▹ Contain a variety of nutrients
Americans eat about ½ recommendation
to support health
“Nutrient” of concern
US Dietary Guidelines
Raspberries 8.0 g / serving
12.5 g / 100 kcal ~ 3.5 g fiber/100 kcal
Excellent Source of Fiber
More on Fiber
Common
Fruit
Dietary fiber
g / 100 g portion g / 100 kcal
Red Raspberry 6.5 12.5
Banana 2.6 2.9
Apple 2.4 4.6
Melon 0.9 2.6
Table Grapes 0.9 1.3
Berries
(category) 4.2 8.9
USDA Nutrient Database SR 27
Raspberries
~30 mg / serving
Orange juice
~ 50-60 mg / serving
Vitamin C
Resonates with
Consumers
Excellent Source of Vitamin C
Vitamins
Phenolic
acids
Hydrolysable
tannins
Ellagitannins Ellagic acid
Minerals
Fiber Anthocyanins
Flavonols
Condensed
tannins Proanthocyanindins
Total Package
Health Promoting Constituents
What health benefits have
been documented about Red
Raspberries or their major
constituents?
A Broad Look at the Literature
Nutrition Research Overview
Priorities for Funding
• Focus on projects where raspberries are believed to offer health protective benefits – Cardiometabolism
– Diabetes
– Cognitive Function
– General Inflammation
• Understand underlying mechanisms of action
• Fund human/clinical and/or animal studies
• Maximum three-year study period
Research Fuels Marketing
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Health Research
Marketing Program
Raspberry Value
▹ Health research helps us understand
the potential benefits of raspberries…
▹ Which gives us compelling information
to share with potential purchasers…
▹ With the ultimate goal of increasing the
“value” of raspberries in the minds of
consumers and trade professionals.
Our Approach
▹Goal
- Increase usage and value of Real Red Raspberries among food manufacturers, foodservice decision makers, and consumers.
▹Strategy
- Build awareness of the benefits and advantages of Real Red Raspberries through an integrated marketing communications program targeting:
• Trade (foodservice & food manufacturing)
• Consumers
• Health professionals who impact consumers and the trade
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Key Communications Messages
▹ Raspberry Health Benefits - High in Fiber
- Excellent Source of Vitamin C
- Low in Calories/Low Glycemic Load
- Phytochemicals: anthocyanins and ellagic acid
▹ Processed Raspberry Advantages - Premium quality
- Versatility
- Convenience
- Affordability
- Year-round availability
- Minimal Product Loss
▹ Trade
- Foodservice Operators
- Food Manufacturers
▹ Consumers
▹ Health Professionals
Social Media Creates and Drives Conversation Across all
Audiences
Target Audiences
Communications Assets
▹ Photography
▹ Videos
▹ Messaging
▹ Print Collateral
▹ Recipe Development & Nutrition Analysis
▹ Infographics
▹ Frozen Raspberry Samples
▹ Council Identity & Trade Mark
▹ Trade Show Booth
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Trade Marketing: Our Approach
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Culinary Nutrition
The art of combining flavorful ingredients, optimal cooking techniques,
and nutrition science to result in visually-appealing, great-tasting food
with a healthful profile.
Trade Marketing
▹ Trade Media Relations
▹ Trade Conferences
- International Foodservice Editorial Council
- Nutrition Executives Study Group
- Research Chefs Association, National Association of College & University Food
Services, Institute of Food Technologists, etc.
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Trade Marketing
▹ Direct Outreach to Manufacturers, Operators, & RDs
- Product Sampling
- Ideation
▹ Trade Industry/Harvest Tour
- Foodservice decision makers & media
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Health Professional Communications
▹ Registered Dietitian Nutritionists = Credible Advocates For Real Red
Raspberries
▹ How we connect with them:
- Conferences
- Direct Outreach
- Social Media
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Digital Communications
▹ Website
- Administration & Maintenance
- Issues Management Dark Site
▹ Social Media
- Our real-time connection with key
audiences
- Content distribution
- Issues monitioring
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Real. Red. Raspberries. Seal
▹ Helps consumers know that a
product contains a significant
amount of real fruit, specifically
Real Red Raspberries.
▹ Encourages the trade to use Real
Red Raspberries as an ingredient
in foodservice and food
manufacturing.
▹ Trademark available for industry
members to use on packaging,
website, and marketing materials for
approved products (IQF, block,
crumbles, puree, concentrate)
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Industry Conferences
▹ Connect with growers and importers at key conferences
- Small Fruits Conference
- AFFI CON
40
Industry Resources
▹ Marketing Materials
▹ Messaging
▹ Real Red Raspberries Seal
▹ Food Safety Education
▹ Industry Ambassador Program
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The Changing Environment for Food Safety
in the United States
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Food Safety and Modernization Act (FSMA)
Produce Safety Rule
Foreign Supplier Verification Programs
Accredited Third Party Certification
Preventative Controls for Human Food
Preventative Controls for Food for Animals
http://www.fda.gov/Food/GuidanceRegulation/FSMA/
FSMA Produce Safety Rule Requirements
44
Worker Training and Health and Hygiene
Agricultural Water
Biological Soil Amendments
Domesticated and Wild Animals
Equipment, Tools, and Buildings
Food Safety Basics
45
Actively follow and use Good Agricultural Practices
(GAP’s) on the farm
Actively follow and use Good Manufacturing Practices
(GMP’s) in processing facilities
Create a Hazard Analysis and Critical Control Points
(HACCP) plan
And remember…if it isn’t documented, it didn’t happen!
Food Safety Begins on the Farm!
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Take preventative rather than corrective action
Identify potential sources of contamination: water,
animals, human waste
Train workers on proper health, hygiene, sanitation
practices
Safely and properly use and store pesticides
Keep animals out of the field
Keys to Food Safety
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Farm History
Previous land use: GAP’s include knowing how land was used
Adjacent land use: Neighboring farm practices and land use
Water
Water can carry pathogens
Protect surface and ground water quality
Keys to Food Safety (cont’d)
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Worker Health and Hygiene
Screen workers for signs of illness
Report illnesses
Wash hands: before starting to work, after smoking, breaks,
eating, anytime hands touch any potential contaminant
Use gloves whenever possible (but still wash hands first!)
No eating, drinking or smoking in field or in processing/cold
storage facility
Keys to Food Safety (cont’d)
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Field Sanitation
Prevent contamination during pre-harvest, harvest, or post-
harvest activities.
Proper equipment maintenance and cleaning/sanitization
Use clean water for washing equipment
Store packing materials away from field
Keep animals out!
NPRC Food Safety Education
▹ Food Safety Brochure
- Covers the basics of field sanitation and personal hygiene
- Provides a list of comprehensive resources
▹ Field Sanitation & Personal Hygiene Posters
- Infographic-style posters to remind employees of property food safety practices
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