Marketing Objectives. Sales & Marketing Goals. Increase domestic and global demand. Broaden awareness and understanding of

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2 Sales & Marketing Goals Increase domestic and global demand Create sustainable, diversified markets Maintain a premium price Marketing Objectives Broaden awareness and understanding of Oregon Hazelnuts benefits Build commercial and consumer trial and preference

3 Value in the Oregon Brand

4 ACRES Aligning Industry Growth and Brand Equity + Demand 60,000 50,000 40,000 30,000 20,000 10, YEAR Acres Added Cumulative Added Acres

5 Food Trends Follow a Predictable Pattern to Mainstream Acceptance Mushrooms Everywhere: The Hot New Food Trends of 2018 Sriracha Obsession: How Did The Rooster Sauce Get So Popular?

6 1. INCEPTION Trends start here. Inception-stage trends exemplify originality in flavor, preparation, and presentation. IN FOODSERVICE: Fine dining Ethnic independents AT RETAIL: Ethnic markets 2. ADOPTION Adoption-stage trends grow their base via lower price points and simpler prep methods. Still differentiated, these trends often feature premium and/or generally authentic ingredients. IN FOODSERVICE: Fast-casual restaurants Casual independents AT RETAIL: Specialty grocery stores Gourmet food stores 3. PROLIFERATION Proliferation-stage trends are adjusted for mainstream appeal. Often combined with popular applications (on a burger, pasta, etc.), these trends have become familiar to many. IN FOODSERVICE: Casual chain restaurants Quick service restaurants AT RETAIL: Traditional supermarkets Mass merchandisers 4. UBIQUITY Ubiquity-stage trends have reached maturity, and can be found across all sectors of the food industry. Though often diluted by this point, their inception-stage roots are still recognizable. IN FOODSERVICE: Family Restaurants Convenience stores AT RETAIL: Dollar stores Drug stores

7 Strategies Focus first on flavor Distinguish Oregon as home to the world s best hazelnuts LEVERAGE NUTS EXISTING HEALTH HALO Develop Establish strategic a partnerships to accelerate trending narrative Oregon hazelnuts trajectory

8 PROGRAM UPDATE The First Six Months

9 Tantalizing Taste Buds: Influential Chefs and Menus

10 Tantalizing Taste Buds: Feast Portland Integration 200+ bags of O R E G O N H A Z E L N U T S distributed to VIPs at the Feast Hospitality Lounge

11 Education and Inspiration: Retail Confectioners International Attendees: Candy makers and confectionary suppliers

12 Education and Inspiration: Harvest Tour/Culinary Ideation Session

13 Education and Inspiration: Hazelnut Harvest Tour

14 Education and Inspiration: Culinary Innovation Session Culinary ideation session Oregon State University s Food Innovation Center, Portland

15 Education and Inspiration: Eliot s Adult Nut Butter

16 Education and Inspiration: CPG Presentations

17 Sharpening Our Tools: Website Refresh

18 Sharpening Our Tools: Recipe and Content Development

19 Spreading the Word: Social Media Facebook 10,728 engagements, up 311.8% 299,323 impressions, up 277.1% 1,1746 page likes, up 8.2% Instagram 4,146 engagements, up 104.3% 72,289 impressions, up 214.3% 1,608 gained followers, up 141.4% 420 likes 40 shares 233 likes 72 shares

20 Spreading the Word: Syndicated Online Article Total placements: 991

21 Vitamin E Study with Linus Pauling Institute OSU

22 Coming Up: R&D Engagement Suppliers Night February 25, 2019 Culinology Expo March 13-15, 2019 Food Expo June 2-5, 2019

23 Oregon Hazelnuts: Five-Year Marketing Strategy INCEPTION Trendy chefs, specialty brands feature hazelnuts PROLIFERATION Chain restaurants and legacy brands feature Oregon hazelnuts ADOPTION Independent restaurants and premium brands mention Oregon hazelnuts on menus and labels UBIQUITY Oregon is to hazelnuts as Georgia is to peaches

24 THANK YOU!