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
Value in the Oregon Brand
ACRES Aligning Industry Growth and Brand Equity + Demand 60,000 50,000 40,000 30,000 20,000 10,000 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 YEAR Acres Added Cumulative Added Acres
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?
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
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
PROGRAM UPDATE The First Six Months
Tantalizing Taste Buds: Influential Chefs and Menus
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
Education and Inspiration: Retail Confectioners International Attendees: Candy makers and confectionary suppliers
Education and Inspiration: Harvest Tour/Culinary Ideation Session
Education and Inspiration: Hazelnut Harvest Tour
Education and Inspiration: Culinary Innovation Session Culinary ideation session Oregon State University s Food Innovation Center, Portland
Education and Inspiration: Eliot s Adult Nut Butter
Education and Inspiration: CPG Presentations
Sharpening Our Tools: Website Refresh
Sharpening Our Tools: Recipe and Content Development
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
Spreading the Word: Syndicated Online Article Total placements: 991
Vitamin E Study with Linus Pauling Institute OSU
Coming Up: R&D Engagement Suppliers Night February 25, 2019 Culinology Expo March 13-15, 2019 Food Expo June 2-5, 2019
Oregon Hazelnuts: Five-Year Marketing Strategy INCEPTION Trendy chefs, specialty brands feature hazelnuts PROLIFERATION Chain restaurants and legacy brands feature Oregon hazelnuts 2018 2019 2020 2021 2022 ADOPTION Independent restaurants and premium brands mention Oregon hazelnuts on menus and labels UBIQUITY Oregon is to hazelnuts as Georgia is to peaches
THANK YOU!