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2016 Annual Meeting
Idaho�PreferredPromoting the Quality, Diversity and Availability of
Idaho Food and Agriculture Products
®
What is Idaho Preferred®?Mission:To promote the quality, diversity and availability of Idaho food and agriculture products.
Managed by:• Idaho State Department of Agriculture staff.• Industry Advisory Board appointed by the Director.
Funding:• Originally funded by a Federal Specialty Crop Grant.• Now funded through ISDA funds, participation fees and
subsequent rounds of Specialty Crop grants.• Now in it’s 12th year of promoting Idaho products.
What does it mean to be Idaho Preferred®?Fresh Products:• Must be 100% grown and raised in Idaho.Processed Foods:• Must contain a minimum of 20% agricultural content that has
been grown/raised in Idaho and must be processed in Idaho.Non-Food Ag Products:• Must be at least 20% agricultural content by weight and that
content must have been grown in Idaho.Nursery Stock: • Grown in Idaho a minimum of one growing season or growing
cycle.Other Products:• Many products have their own qualification criteria -
i.e. beef, pork, lamb, wine, game, etc.
What is the difference between Idaho Preferred® and Buy Idaho?
• Idaho Preferred only applies to food and agriculture products, which in addition to foods and beverages, also includes nursery and forest products, pet foods, compost, etc.
• All items must have “roots” in Idaho – must have some percentage of inputs that are produced in Idaho.
• Qualifying criteria very specific and unique to type of product (i.e. rules for beef different from lamb due to production cycle/age at harvest, etc.)
• Very fortunate to have two different organizations because some food companies can not qualify for Idaho Preferred (i.e. coffee roasters, nut companies) but they are still great Idaho businesses that can be represented by Buy Idaho.
Membership Services• Use of Idaho Preferred logo• Member page• Google maps of business location• Link to website• Mention in blogs, social media,
newsletters• Introductions and meetings with retail
and foodservice decision-makers• Marketing support• Event opportunities
Membership Services• Recipe features
Recipes are the most visited pages on the website.
• Training / Education:◦ Retail Seminars – presentation by
participating retailers and one-on-one meetings for all members.
◦ Social Media Workshops – specifically designed for food companies both large and small from beginners to intermediate.
◦ Trade Shows – Associated Foods, Foodservices of America, Idaho Nursery and Landscape Association, etc.
◦ Direct sales – opportunities through Idaho Preferred sponsored events and promotions.
Membership Report
25
112126
141
193222
248
286 298 302280
0
50
100
150
200
250
300
350
2003 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Idaho Preferred Membership
Annual Membership Survey:Top 5 Beneficial Programs/Events
1. Meetings with potential buyers/customers2. Idaho Preferred logo use3. Retail promotions4. Advertising (TV, online)5. Idaho Preferred website5. Training (marketing, retail, social media)
Most Beneficial Advertising/PR• Website• TV Advertising• PR Events• Social Media
Increased sales?• Yes: 50% • No: 13%• Unsure/Don’t track: 36%
Media Strategies
• Awareness: Drive consumer awareness of local products and Idaho Preferred
• Engagement: Motivate consumers to buy local• Messaging: “Local”, “Fresh” and “Supporting the local economy”
• Target: Women 25-54• Timing: Primarily two main times of year
– Spring/Summer: Nursery & Forestry– Fall: What’s in Season
• Focus on two Visual Mediums: – TV- best medium for building awareness– Online: best medium for consumer engagement and driving
traffic to new website• Markets: Exposure across the state
Media Goals
2015 Media Plan
Clicks+123%
Impressions+21%
Cost (CPM)-35%
Budget-10%
• Impressions and clicks up year over year, with lower budget!
Overall Results
2015 TV Advertising Strategy
• Markets: Boise, Idaho Falls/Pocatello, Twin Falls, Lewiston, Coeur d’Alene
• Stations: ABC, CBS, NBC, Fox
• Schedule: 6 weeks of TV in August & September - All Dayparts
• Programming: CMA Music Festival; Dancing with the Stars, Emmy Awards, The Voice, The Bachelorette, Blue Bloods
• Produce new :15 second ads for TV• “Farm to Fork” Concept
i.e.: apple on tree, apple to basket, to store, being sliced, finish with apple pie. Idaho Preferred logo in frame entire time
• Why New :15’s? Media is 75% the cost of :30s Can stretch the budget further Achieve comparable if not higher impressions while
spending less 40% of all ads on air industry wide are :15s
Created 6 Specialty Crop TV Ads
Advertising Facts
Source: 2012, eMarketer D11 Conference by KPCB
PRINT RADIO TV INTERNET MOBILE
% of Time Spent in media by Consumers
% of Average National Ad Spending
6%
23%
14%
10%
42% 43%
26%
22%
12%
3%
Opportunity
Facebook Ads • 10 weeks
• Nursery, specialty crops, Holiday
• Coincided with TV ads in August-September
• Click through rates to website averaged 1.87% industry benchmark is 0.1%
Google AdWords
AD Line Line 2 Impressions Clicks CTR
Quick & Easy Dinner Ideas Tasty & Delicious Idaho Recipes Support Local. Idaho Preferred 44,691 3,246 7.3%
Sweet & Juicy Peaches From Idaho Preferred Producers Get Your Idaho Peaches Today 12,345 396 3.2%
Summer Squash Recipes Yellow Squash Soup, Bread & More Official Idaho Preferred Products 9,461 339 3.6%
Quick & Easy Meals Delicious & Healthy Recipe Ideas Browse Idaho Preferred Recipes 8,819 263 3.0%
What’s In Season? Peaches From Idaho Preferred Producers Get Your Idaho Peaches Today 5,313 158 3.0%
Idaho Preferred Tomatoes Delicious & Healthy Recipe Ideas
Where to Buy, Recipes & More. 2,167 50 2.3%
Google AdWords
> Ads targeted based on age and interests
> Targeted content online “channels” such as> Food & drink (i.e.ThePioneerWoman.com blog)
> Hobbies & interests (i.e. Sunset.com)
> Family (i.e. Parenting.com)
> Campaign: 2 weeks (9/7-9/20)
> Video, display and mobile ads
> Geo targeted to Idaho audience only
> Users can’t skip ads
> Delivers cost effective impressions
Programmatic Advertising
Idaho Statesman Native Ad Series• 6 features April – September• 681,716 impressions• Headline on front page of IdahoStatesman.com• Click through to page with photos, copy, links to website
Clicks+123%
Impressions
5,519M
Impressions+21%
Cost per Thousand (CPM)
$19.37Clicks
32,5602015
Cost (CPM)-35%
Budget-10%
Budget
$106,900Clicks
14,612Impressions
4,561M2014Cost per Thousand (CPM)
$26.23Budget
$119,645
Overall Results • Impressions and clicks up year over year, with lower budget
2015 Media Investment
Cost Impressions Clicks CTR CPM CPC Role
TV $78,531 3,002,000 NA NA $26.16 NA Awareness
Programmatic $2,470 592,416 766 .13%* $4.17 $3.22 Awareness
Native $14,700 681,716 3,657 .5%** $21.59 $4.02 Awareness/Engage
Facebook $5,333 1,061,385 21,020 2.0% $5.03 $.25 Engagement
Google $5,866 181,739 7,117 4.0% $32.41 $.08 Engagement
Total $106,900 5,519,256 32,560 $19.37
*Programmatic exceeded industry benchmark of .05% **Clicks from home page of Idaho Statesman to detail page. Statesman benchmark .9%; Idaho Corn article had best results at .8%
Website Traffic • Website sessions +18% for the full year
Website Traffic • Website sessions more than doubled during late summer/fall
Online Paid Media Sources• Of the online paid media, Google Paid Search and Facebook drove
the majority of visits to our site
Programmatic 7%
Facebook 32%
Idaho Statesman
5%
Paid Search 56%
Website Page Rank• Recipe page ranked #3 with double the page views vs. year ago
Recommendations • TV: continue with :15s ads
• Timing: start earlier in June
• Facebook: showcase recipes; add more weeks and budget
• Google AdWords: invest more and complement Facebook
• Programmatic: keep; good impressions; focus more on mobile
• Native: shift funds away – not effective without visuals on home page
2016 Media – Option A
2015 Media
2016 Media – Option B
2015 Media
Idaho Preferred Website
• NEW: Homepage images with call-to-action buttons
• NEW: Local products feature• Take the Local Pledge• Seasonal availability chart• Links to social media• Blog• Events calendar• Google maps driven
business finder• Member profiles• Search• Easy navigation
Newsletter• Take The Local Pledge • Over 1,000 recipients• Sent to all members• Features:◦ Seasonal Intro◦ Recipes◦ Local Stories/Events◦ What’s in Season◦ Restaurant of the Month
• NEW: Take the Local Pledge in-person sign-up added to events to increase communication reach to our target audience.
Blog • Posted bi-monthly• Features seasonal content,
local products, members, holiday ideas, etc.
• Restaurant of the Month
Social Media• Facebook◦ 2,863 likes◦ +30%
• Instagram◦ 490 followers◦ Growing!
Social Media - 2016• Facebook◦ Post boosting
Social Media - 2016• Twitter◦ News◦ Events
• Pinterest◦ Recipes◦ DIY
COMING�SOON!
Retail Programs• Promotional materials
◦ Bins, signage, call-out cards, shelf strips, etc.
• Retail PartnershipsWalmart Associated Food StoresPaul’s Markets Rosauer’sAlbertsons Whole FoodsBoise Co-op Moscow Co-opFarmers Markets Swensen’sFarm Stands Ridley’s
• Associated Foods Show in Salt Lake City
Retail Partnerships - Walmart
Idaho Preferred custom signage featuring Idaho
map of products.
2’x3’ company specific signs vary by store depending on product in stock.
Idaho brand cheese introduced in 2012 –Sold over 1.8 million pounds in 23 Idaho stores in 2015.
Retail bins provided to all stores.
Retail Partnerships - Albertsons
Store displays and demos during Idaho Preferred Month
Farmers Market at
Western Idaho Fair
Retail Partnerships – Paul’s MarketsGREAT print ads during
harvest and beyond!
• Cheese made by Glanbia and Jerome Cheese• Packaged by LakeView Cheese, SLC• Distributed by CadaBrand• Sold 1.8 million pounds in 23 Walmart stores• Albertsons, Yokes, Ridleys, Pauls, Broulims all
have a store brand – sold nearly 1 million lbs in 2015
• Product demos and great pricing• 7 varieties of blocks and 14 shreds
Idaho Cheese and Butter
• High Desert Butter made in Burley• Distributed by CadaBrand• Introduced in Oct. w/great pricing• Demos in December with UDI• Walmart and Associated Stores• Sold 125,000 lbs in 3 months
Foodservice Trends
National Restaurant Association’s annual survey of 1600 chefs
4 of the top 5 trends are positive for local foods including:• Locally sourced meats
• Locally grown produce
• Hyper local sourcing
• Natural ingredients/minimally processed foods
Foodservice ProgramsFoodservice Events• Farm tour for 40 chefs in July• Second Annual Chef Knowledge Bowl• Restaurant/Chef of the Month in Newsletter
Boise ACF Chef Meetings • 20-30 chefs and culinary students/meeting• Introduce producers at meetings
Distributor Partnerships• Tours, Sales Promotions and Trade Shows
Other Idaho Preferred Programs Include:• Idaho Preferred Month• Consumer Promotions• Media Tour• Forest and Nursery
product promotions
• Classroom education on agriculture, food, nutrition and healthy lifestyles
• Local foods in school lunch, breakfast and/or snack programs
• School gardens• Farmer visits or fieldtrips• Agriculture/Harvest/Food Celebrations
Farm To School
Resources from ISDA• Incredible Edible Idaho posters• My Idaho Plate• Farm to School Manual
Farm To School in the Classroom
USDA Farm to School Conference and Events GrantProducer workshop in February
• 26 participants• Taught by School Foodservice Directors• Lunch and field trips to 2 cafeterias
2015 Farm To School Workshops
Boise School District Director
Cafeteria tour
USDA Farm to School Conference and Events GrantSchool Foodservice Workshop in Payette• 105 attendees• Chef Demonstrations • Two busses for tour
Dairy, watermelon farm, asparagus packing, peach orchard
Teunissen Dairy
2015 Farm To School Workshops
Henggeler Orchard
Crawford Farms
USDA Farm to School Conference and Events GrantSchool Foodservice Workshops in Twin Falls• 26 attendees• Two Chef Demonstrations• Full day of tours
Trout Farm, cherry orchard, vegetable farm, dry bean plant, dairy
Kauffman Farm
Kelley’s Canyon Orchard
ClearSprings trout farm
Zursun Beans
2015 Farm To School Workshops
USDA Farm to School Conference and Events GrantSchool Foodservice Workshop in Lewiston• 15 attendees• Producer Demonstration• Half day tour
Lentil Farm, Organic Grain farm/mill, Orchard
2015 Farm To School Workshops
McIntosh Farms
13 Foods Lentil Farm
Wilson/Banner Ranch Orchard
2016 Calendar of EventsHIGHLIGHTS• February 29:
Social Media Workshop• March 25-29:
Foodfort• April-October:
Boise Farmer’s Market Opportunity
• September: Idaho Preferred Month
Events are tentative and subject to change. Please check your email and the Idaho Preferred website for the most up-to-date events, dates and plans.
JANUARY
Annual Membership Meeting
Idaho Nursery and Landscape Association Show
FEBRUARY
Social Media andProducer/Buyer Interactive Combined day-long workshop –Feb 29
MARCH
FSA Show – March 9
Foodfort – March 25-27
APRIL
Forest Products Promotion in conjunction with Arbor Day – w/o April 25
Boise Farmer’s Market
MAY
Social Media/nursery promoSysco Show
Boise Farmer’s Market
JUNE
Savor Idaho – June 19ISNA – June 20-23North Idaho Media Tour – June 22-24
Boise Farmer’s Market
JULY
Chef Tour – Magic Valley
TV ad campaign kickoffFacebook ads
Boise Farmer’s Market
AUGUST
Festival at Sandpoint – Aug 4-14Western Idaho and Twin Falls FairsTV ad campaignFacebook ads
Boise Farmer’s Market
SEPTEMBERIdaho Preferred Month:
Retail demosFoodservice promo w/IWCConsumer Events Savor Southern IdahoTV ad campaignFacebook ads
Boise Farmer’s MarketOCTOBER
National Farm to School Month
Hop/Brewery Tour – Boise
Boise Farmer’s Market
NOVEMBER
Sippin’ in the City
Student/Chef Knowledge Bowl
DECEMBER
Social Media promotion of Specialty Foods
Boise Farmer’s Market• Saturdays: April – October, 2016
• Idaho Preferred:• Selling permit• Tent• Insurance
• Member: • Weekly fee ($40)• Products • Branding
Consumer�Research
Awareness of Idaho Preferred name/logo
32%
41%
66%
50% 52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2007 2008 2010 2012 2014
Percen
tage of R
espo
nden
ts
“Have you heard or seen any advertising messages using the phrase Idaho Preferred or seen its logo featuring a blue oval with a yellow sunrise behind the mountains?”
Regional Awareness of Idaho Preferred
29%
66%
49%
63%
69%
33%
47%
35%
2% 1%4% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Northern Southcentral Southeastern Southwest
Percen
tage of R
espo
nden
ts
Yes No DK
Research - Where is the message being seen?“Where have you seen or heard the Idaho Preferred message or logo?”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grocery store Farmer's market Restaurant Food label Media Other
Percen
tage of R
espo
nden
ts
2007 2008 2010 2012 2014
“Have you seen any advertising on TV?”Research – Has the TV Ad been seen?
57%
42%
2%
65%
32%
3%
63%
31%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Don’t know
Percen
tage of R
espo
nden
ts
2010 2012 2014
Research - Amount of local food purchased?“On average, would you say you are buying more, about the same, or less local products than you used to?”
19%
69%
12%
0%
35%
56%
6%3%
27%
57%
13%
3%
30%
55%
12%
2%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
More About the same Less Don't know
Percen
tage of R
espo
nden
ts
2008 2010 2012 2014
Where do you make majority of food purchases?
40%
8%
48%
2% 1% 1%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Large chaingrocery store
Bulk grocerysupplier
Locally owned orregional grocery
store
Farmer’s market or food stand
Other Don't know
Percen
tage
of R
espo
nden
ts
“Where do you typically make local food purchases?” – New Question in 2012
Research – Where are local foods purchased?
70%
50%
1% 3%8%
66%
50%
4% 5% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Retail/grocery Farmers’ markets/farm
stands
Restaurants Do not purchase Other
Percen
tage of R
espo
nden
ts
Research - Types of local food purchased?“What local products would you say you are buying more of?”
11%
83%
7%4%
79%
6%14%
23%18%
7%12%
94%
6%
17%
41%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percen
tage of R
espo
nden
ts
2010 2012 2014
Research - Reasons for buying more local?“What are your reasons for buying more local products?”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fresher Betterquality
Healthier Safer Supportlocal
farmers
Price Availability Suited toclimate
Other
Percen
tage of R
espo
nden
ts
2008 2010 2012 2014
“Would you be willing to pay more for items identified as being produced or grown in Idaho than you would for comparable products that are either unlabeled or identified as being produced in another state or country?”
Research – Are consumers willing to pay more?
61%
39%
0%
71%
26%
3%
61%
34%
5%
64%
32%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Don’t know
Percen
tage of R
espo
nden
ts
2008 2010 2012 2014
“How much more would you be willing to pay for products locally grown or produced in Idaho?”
Research – How much more are willing to pay?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Less than 10% 10% to 14% 15% to 19% 20% to 24% 25% or more Don't know
Percen
tage of R
espo
nden
ts
2008 2010 2012 2014
The�Idaho�Preferred® ProgramPromoting the quality, diversity and availability of Idaho
food and agriculture products through advertising, channel marketing, consumer information and education programs.
Thank you.
Specialty Crop Grants used for Idaho Preferred
-
50,000.00
100,000.00
150,000.00
200,000.00
250,000.00
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
$ Grant Amount
$ Grant Amount
*First year of competitive grants
*
Grants: 2013-2017Grant 2014-2015 2015-2016 2016-2017
State Funds (July-June)
$190,000 –200,000
$190,000 -200,000
$190,000-200,000
USDA Specialty Crop Grant 2013 (61142) $80,000
USDA Specialty Crop Grant 2014(61143)
$72,000 $85,000
USDA Specialty Crop 2015 (61144)
$99,000 $114,700
USDA Specialty Crop 2016 (61145)
$71,300
Total Specialty Crop Funds $152,000 $184,000 $186,000
Total Funds Available $342,000 –$352,000
$374,000 -384,000
$376,000-386,000