local food vs imported food in supermarkets
DESCRIPTION
PR campaign paper on local food vs imported food in supermarketsTRANSCRIPT
Local Food vs Imported Food in Supermarkets
PROBLEM?
People here in the UAE prefer buying imported food rather than buying locally
produced food (produced in the UAE) from supermarkets without knowing
the huge impact it has on the environment.
OBJECTIVES
To inform as many people as possible about this problem , and motivate
them to buy locally produced food, eat fruits and vegetables by the season
rather than importing and growing unseasonal fruits and vegetables. It’s not
like a product and we can persuade customers to buy it, it’s all about them, the
shoppers agreeing on making a change.
Secondary Research
• Food miles -‐ the distance and way the food travels from a place to reach us.
• Airplanes which releases more carbon dioxide than any other form of
transportation is not the only way food reaches us. When airplanes arrive
people start loading the trucks with the imported goods -‐ fruits, vegetables,
etc – which also release gases which harm the environment.
• Not only airplanes emits gases which harm the environment, trucks also
releases carbon dioxide.
• We might not import food from other countries, but our farming techniques,
and use of refrigerators to refrigerate food for months, can harm the
environment just as much and sometimes even more.
• Growing out of season vegetables and fruit have an effect on the
environment. Growing crops in greenhouses have a huge impact also, and
sometimes it’s better to import than growing unseasonal fruit and
vegetables.
• “Even locally grown and organic food can be kept chilled for months.
Refrigeration requires energy; trying to cheat our climate by growing fruit
and vegetables outside their natural season is also contributing to climate
change.” (Stacey, 2009)
Why should we eat locally produced food?
1. Local grown food tastes better eating fresh, seasonal crops without wasting energy
and time on packing and shipping gives the crops more taste, nutrition, and
freshness. You can guarantee its fresh unlike imported fruits and vegetables can be
one week or more old
2. Local food results to better health ; small farms are safer, doesn’t use as much
chemicals in their food like large factories
3. Local food reduces global warming ; local produced food helps remove the need to
use transportation like airplanes and other carbon dioxide emitters
4. helps the economy; Local grown food helps benefit the local economy, and also
encourages local farming. Buying food from local farmers encourages them to grow
more and it helps the economy save money spent on fuel for transportation and
instead give farmers the opportunity to increase their income
Primary Research
How much more does it cost?
-‐ About 10-30%
Where does most imported canned food come from?
-‐ China -‐ USA -‐ South Africa -‐ UK -‐ Germany -‐ India
Most fresh imported food such as fruits, vegetables, chicken, meat, fish, etc … come from :
-‐ South Africa -‐ Australia -‐ India -‐ USA -‐ Srilanka -‐ New Zealand
Kinds of food that’s not offered locally and is always imported:
-‐ Rice -‐ Some fruits and vegetables: peaches -‐ Sugar -‐ Wheat -‐ Cooking and olive oil -‐ Baby milk powder -‐ Organic food
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* Airplanes use equivalent of 165 gals/per ton moved per 1,000 miles
* Airplanes emit about 4056 LBS carbon/per ton moved per 1,000 miles
Strategy
Publics: The Publics I chose for my campaign are mothers/fathers and single adults.
Basically my publics are adults because they are the ones who do most of the
grocery shopping and not children.
Message for the publics “Eat locally for a better health and environment” – Nour Locally produced food is better for you and your children’s health, it doesn’t
have as much chemicals as imported food, it has more nutrition and freshness.
Media channels
-‐ Morning talk shows: make an appearance on morning local talk shows to talk about the importance of buying locally produced food instead of imported food. Health, environment, and economy wise.
-‐ Radio: More advertisement on the radio. Talk about it. Educate people.
-‐ Articles: Publishing articles about the problems in newspapers, cooking magazines, and local magazines.
-‐ Website: Set up a website with information about the importance of locally produced food. Give people guidance and alternatives for imported food. EDUCATE THEM.
Tactics
-‐ Reach the mothers/fathers through their children by giving their
children colorful handouts with images showing food on transportation
vehicles –airplanes, trucks-‐ and the gas it emits ( Giving them a picture
of what importing food does ) .Also give them handouts with happy
looking local farmers growing fresh fruits and vegetables
-‐ Write simple but touching facts behind cereal boxes, around the
supermarket, and on billboards
Evaluation Plan
-‐ Measurement of audience attitude: My target audience will be a couple of
supermarket shoppers, which I’ll do a baseline study on to see their opinion on local
produce food and imported food before, during, and after launching the campaign.
To see how their opinions have changed about the importance of buying local
produced food rather than buying imported food which have a large impact on the
environment
-‐ Count hits on the website
-‐ Count calls and texts sent on the radio show
-‐ Count calls and text on the TV talk show
-‐ Survey the supermarkets again to see if the demand on locally produced food
increased
