NICE TO WHEAT YOU…NICE TO WHEAT YOU…a Product Promotion & a Product Promotion & Communications UpdateCommunications Update

Annual Meeting for County RepsAnnual Meeting for County Reps

December 14, 2006December 14, 2006

Presented by Sandra McMerty Communications Director

MAKE HALF WHOLEMAKE HALF WHOLE

2005 Dietary Guidelines revised2005 Dietary Guidelines revisedMyPyramidMyPyramid IntroducedIntroduced

Make Half Your Grains WholeMake Half Your Grains Whole

The Comeback The Comeback CarbsCarbsFolic AcidFolic Acid

NutrientNutrient--RichRich

FiberFiber

ENTER WHOLE GRAINS ENTER WHOLE GRAINS

Whole Grain Growth 2000-2006New Product Launches

97% increase over 2005

*2006 data thru Nov. 10. Source: Mintel Global New Products Database

GRAINS GETTING PRESS GRAINS GETTING PRESS

Increases in consumption and sales has Increases in consumption and sales has gotten press attentiongotten press attention

“According to AC Nielsen…whole grain “According to AC Nielsen…whole grain pasta sales rose 26% just last year…” pasta sales rose 26% just last year…” –– Phil Phil LempertLempert, MSNBC, July 2006, MSNBC, July 2006“Sales of white wheat products have “Sales of white wheat products have jumped 55% since the same time last year.” jumped 55% since the same time last year.” –– Jason Jason HerschHersch, AP, May 2006, AP, May 2006“White bread was 53% of sales in 2003, “White bread was 53% of sales in 2003, now 46.9% in 2005. Whole wheat was now 46.9% in 2005. Whole wheat was 43.8% in 2003 and rose to 46.6% in 2005” 43.8% in 2003 and rose to 46.6% in 2005” ––Packaged Facts/Market Research Packaged Facts/Market Research “Bread Products in the US”“Bread Products in the US”

FLOUR DISAPPEARANCEFLOUR DISAPPEARANCE

US PER CAPITA WHEAT FLOURPounds per Capita

Source: US Department of Commerce, Census of Manufacturers

Will 2006 show an Will 2006 show an increase for the first increase for the first time since 2000?time since 2000?

WHEAT FOODS COUNCILWHEAT FOODS COUNCIL

Influencing the InfluencersInfluencing the InfluencersShaping Shaping agag and food policy through and food policy through relationships/input into federal nutrition relationships/input into federal nutrition programs programs –– WICWICResearch to support grainsResearch to support grains

Metabolic Syndrome Metabolic Syndrome –– Cardiovascular HealthCardiovascular HealthRisk factor for heart disease, type 2 diabetesRisk factor for heart disease, type 2 diabetesProtective effects in highProtective effects in high--fiber/fiber/carbcarb--rich dietrich diet

Increases arteries ability to dilateIncreases arteries ability to dilateHighHigh--fat/lowfat/low--carbcarb diet has opposite affectdiet has opposite affect

Study recent featured in Study recent featured in Diabetes CareDiabetes Care

WHEAT FOODS COUNCILWHEAT FOODS COUNCIL

Influencing the Influencers Influencing the Influencers –– con’tcon’t“Grains of Wisdom” “Grains of Wisdom” –– Health Health Professional EProfessional E--NewsletterNewsletter

Mom Everyday Athlete Mom Everyday Athlete -- CampaignCampaign

Web Web BlogBlog –– “Grain Talk with Marcia”“Grain Talk with Marcia”

Amazing Wheat Amazing Wheat –– Kids SiteKids Site

Membership Push Membership Push –– using board influenceusing board influence

Annual Report Annual Report

WHEAT IS FOR THE YOUNG WHEAT IS FOR THE YOUNG (& THE YOUNG AT HEART)(& THE YOUNG AT HEART)

Materials updated to Materials updated to reflect dietary guidelines reflect dietary guidelines changeschanges

Extension Extension –– Eat Smart Eat Smart Play HardPlay Hard

Living Ag Classrooms Living Ag Classrooms ––Minot, Fargo, Bismarck Minot, Fargo, Bismarck 3,500 3,500 -- 44thth gradersgraders

Educational Materials at Educational Materials at ndwheat.comndwheat.com

BAKE AND TAKE DAYBAKE AND TAKE DAY

WFC launched national WFC launched national Bake & Take Day in 2006Bake & Take Day in 2006

Brochure Brochure –– Media PushMedia Push

Local Local –– 44thth Saturday in Saturday in MarchMarch

Extension & Individual Extension & Individual InvolvementInvolvementRecipe BrochureRecipe BrochureFocus media efforts on Focus media efforts on bringing families and bringing families and communities togethercommunities together

PEOPLE PLEASIN’ PEOPLE PLEASIN’ PASTA MONTHPASTA MONTH

Use Your Noodle Media CampaignUse Your Noodle Media CampaignPasta Prizes Pasta Prizes –– Use Your Noodle ContestsUse Your Noodle Contests

Statewide Media Statewide Media 41 Newspapers41 Newspapers

13 Radio 13 Radio

3 Television3 Television

Dakota Growers Dakota Growers & Conte Luna/ & Conte Luna/ Minot MillingMinot Milling

PEOPLE PLEASIN’ PEOPLE PLEASIN’ PASTA MONTHPASTA MONTH

WDAZ-TV Grand Forks –Commercials attributing ND Durum Producers and NDWC

REACHING PRODUCERS and REACHING PRODUCERS and THE WHEAT LOVING PUBLICTHE WHEAT LOVING PUBLIC

Dakota GoldDakota Gold

Annual ReportAnnual Report

New ReleasesNew Releases

Grains of TruthGrains of Truth

REACHING PRODUCERS and REACHING PRODUCERS and THE WHEAT LOVING PUBLICTHE WHEAT LOVING PUBLIC

Special ProjectsSpecial ProjectsExtension Extension –– White WheatWhite Wheat

Extension Extension –– Folic AcidFolic Acid

Crop Outlook ForumCrop Outlook Forum

TodayToday

Wheat Link Radio SpotsWheat Link Radio Spots11 Stations Statewide11 Stations Statewide

Four 3Four 3--week flights, 3x weekweek flights, 3x week

August, October, January, AprilAugust, October, January, April

NDWHEAT.COM NDWHEAT.COM

New Site Launch New Site Launch March 2006March 2006

UserUser--friendly sectionsfriendly sectionsBuyers & ProcessorsBuyers & Processors

Wheat GrowersWheat Growers

ConsumersConsumers

Cool Stats Worth SharingCool Stats Worth Sharing2005 Monthly Average 2005 Monthly Average –– 12,757 visitors12,757 visitors

2006 Monthly Average 2006 Monthly Average –– 20,475 visitors 20,475 visitors 62% increase (based on 962% increase (based on 9--months months –– Mar.Mar.--Nov.)Nov.)

WORLDWIDE VISITS TO WORLDWIDE VISITS TO NDWHEAT.COM NDWHEAT.COM

OTHER VISITING COUNTRIES in same time frame:OTHER VISITING COUNTRIES in same time frame:

Mexico, Jamaica, Bahamas, Chile, Brazil, Spain, Turkey, South Mexico, Jamaica, Bahamas, Chile, Brazil, Spain, Turkey, South Korea, New Zealand, Egypt, Nigeria, Algeria, EthiopiaKorea, New Zealand, Egypt, Nigeria, Algeria, Ethiopia

US VISITS = 7404US VISITS = 7404

WHEAT BULLETIN EWHEAT BULLETIN E--LETTERLETTER

SmartSmart--Mail eMail e--newsletter driven from newsletter driven from web site web site –– OptOpt--in for usersin for users

Notification system for those interested Notification system for those interested in ND Wheat infoin ND Wheat info

Wheat Bulletin Wheat Bulletin –– bimonthlybimonthlyCrop Progress Crop Progress

RecipesRecipes

NewsNews

Dakota GoldDakota Gold

SMARTSMART--MAIL MAIL STATS OF NOTESTATS OF NOTE

Wheat Bulletin/Crop Progress Wheat Bulletin/Crop Progress Web pages referenced in Wheat Web pages referenced in Wheat Bulletin to Bulletin to ndwheat.comndwheat.com –– triple triple average weekly hits for a weekaverage weekly hits for a weekDistributed to 700 persons Distributed to 700 persons –– globalglobal300 reads in the first 24 hours300 reads in the first 24 hoursAbout 225 readers reading About 225 readers reading approximately 550 timesapproximately 550 times

Pasta Promoting, Wheat Waving Pasta Promoting, Wheat Waving Web WonderWeb Wonder

BEST OF THE BEST 2007BEST OF THE BEST 2007

Sponsoring with NDSU Extension Sponsoring with NDSU Extension Service & ND Grain Growers Service & ND Grain Growers (West)(West) & & MN Wheat/Soybean MN Wheat/Soybean (East)(East)

Dates to Remember:Dates to Remember:February 1 February 1 –– Grand ForksGrand ForksAlerusAlerus CenterCenterFebruary 2 February 2 –– MoorheadMoorheadMarriott CourtyardMarriott CourtyardFebruary 6 February 6 –– WillistonWillistonInt’l HRS Show, International InnInt’l HRS Show, International InnFebruary 15 February 15 –– BismarckBismarckDoublewoodDoublewood InnInn