Share Seafood’s Story

2016 NFI GSMCMiami FL

Seafood Nutrition Partnership1001 North 19th Street, Suite 1200 | Arlington, VA 22209

Phone: 703-579-6750 | www.SeafoodNutrition.org

Mission

Seafood Nutrition Partnership is a 501(c)3 whose mission is to inspire a healthier America through

partnerships that raise awareness about the essential nutritional benefits of eating seafood.

2Eating Heart Healthy BOS: 1 Year Reunion with 1st Class

Board of Directors

Judson ReisPresident & CEO of Gorton’s Inc.

Home: Gloucester, MA

Jack Kilgore, ChairRetired President of Rich Products

Home: St. Simons, GA

Detlef SchrempfPresident

Detlef Schrempf FoundationHome: Seattle, WA

Linda Cornish, Exec. Dir./SecretarySeafood Nutrition Partnership

Home: Arlington, VA

Dr. Tom BrennaProfessor of Nutrition

Cornell UniversityHome: Ithaca, NY

Dr. Judith RodriquezChair & ProfessorDept. of NutritionUniv. N. Florida

Home: Jacksonville, FL

Henry Demone, TreasurerChairman of High Liner Foods Inc.

Home: Lunenburg, Nova Scotia, Canada

Dr. JoAnne FoodyGlobal Director of Scientific Affairs

MerckHome: Kenilworth, NJ

Hugh WelshPresident &

General CounselDSM N. America

Home: Parsippany, NJ

Scientific & Nutrition Advisory Council

Dr. Bruce HolubUniv. Professor EmeritusDept. of Human Health& Nutritional SciencesUniversity of Guelph.

Sara Baer-SinnottPresidentOldways

Captain Joseph R. Hibbeln, MDActing Chief

NIH, National Institute on AAA

Dr. Sheila Innis Professor

Department of PediatricsUniversity of

British Colombia

Gretchen Vannice, MS, RDN Author, Omega-3 Handbook

Scientific CommitteeChair for GOED

Dr. Bill HarrisPresident & CEO,

OmegaQuant

Linda ChavesPrincipal, Chaves Strategies

Retired Senior Advisor, NOAA NMFS

Dr. Michael TlustyDirector of Ocean

Sustainability Science,New England Aquarium

Dr. Penny Kris-EthertonDistinguished

Professor of NutritionPenn. State Univ.

Donor SupportChairman’s Campaign Circle

Annual SupportersOdyssey Enterprises, Inc.

SeabreezeSeafoods Int’l

Call To Action: Healthy Heart Pledge

Behavior Change Framework

Build Awareness- National Public Health Education Campaign

- Partner with Preventive Healthcare Organizations

- Grassroots Activities in 8 Target Markets

- Call To Action: Healthy Heart Pledge

Build Skills- Eating Heart Healthy Nutrition Workshops

- Expand nutrition education through WIC, Cooperative Extension Services

- Continuing Education Courses for Doctors, Nurses, Dietitians, Chefs, Food Service, Retail

Inspire Change- SNP Ambassadors: Chefs, Celebrities, Community

- Local Coalition Leaders

- Share Health Improvement Testimonials

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Public Health Education Campaign Timeline

2016

A. Provide Seafood Nutrition Education. Strategy: Partner w/ Health Influencers (Motivate/Awareness)

B. Shape the American Palate. Strategy: Partner w/ Tastemakers (Ability)

C. Inspire a Healthier America (Trigger)

Feb. Heart Month

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20172015

Oct. Seafood Month

Feb. Heart Month

Oct. Seafood Month

Feb. Heart Month

Oct. Seafood Month

2015 HIGHLIGHTS

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Public Health Campaign LaunchWashington DC – Oct. 7, 2015

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Kick-Off Video Link

Target Market Photos

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Birmingham ALGina Neely at Magic City Classic

Charleston WVPresentation of Proclamations for

Seafood Nutrition Partnership MonthFrom State of WV and City of Charleston

Indianapolis INOmega-3 Screening at Health FairIndiana University - Bloomington

Jacksonville FLPresentation of Proclamation for

Seafood Nutrition Partnership MonthFrom Mayor of Jacksonville (Video Link)

Lexington KYPresentation of Proclamation for

Seafood Nutrition Partnership MonthFrom State of KY at Sam’s Club Demo

Memphis TNDr. Diaz, Cardiologist & Coalition Leader

Interviewed on WDIA

Target Market Photos (Cont.)

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Oklahoma City OKKick-Off Press Conference with Coalition LeadersVideo Link

Brunswick / St. Simons Island GAMayor of Brunswick in SNP VideoKick-Off Video Link

Toledo OHDr. Brenna Accepts Proclamation forSeafood Nutrition Partnership Month

From City of Toledo

Healthy Heart Pledge Sign-Ups

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Registered Dietitian Nutritionist Toolkit Supported 76MM Media Impressions

14www.SeafoodNutrition.org/Resources.html

SNP 2015 In Numbers

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• Media Impressions– 250 million media impressions

• Retail & Food Service Participation– All 500+ locations Captain D’s engaged– 125 restaurants participate in Seafood Week– 18 retail outlets and RDNs engaged

• Healthy Heart Pledge– 2,818 Healthy Heart Pledges– 1,523 Omega-3 screenings– 10 Eating Heart Healthy cities

• Events– 65 events– 157,182 event attendees

SNP 2015 In Numbers

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Seafood Category Month vs YAGO SNP TMs

National

Frozen & Refrigerated October 2015 vs. YAGO 3.2% 2.8%Frozen & Refrigerated November 2015 vs YAGO 7.4% 4.5%Shelf-Stable October 2015 vs. YAGO -0.3% -4.8%Shelf-Stable November 2015 vs YAGO 4.5% -1.5%

Seafood Sales Change (Based on IRI)

Eating Heart Healthy Pilot

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2016 OVERVIEW

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Executive Summary

The SNP Strategic Plan for 2016 is to Improve Seafood Nutrition Literacy Through Preventive Influencer Networks. This will include: • Message: Update core messages to include brain, heart, eat

seafood, and omega-3 supplementation as recommended/needed.• Target Audience: Primary - Women, moms, young children;

Secondary - Millennials, men, & older adults.• Behavior Change: Scale SNP nutrition intervention program

curriculum through preventive health influencers.• Resources: Develop toolkits for influencers, including case studies,

webinars, and web resources. Produce resources in English, Spanish, Chinese.

• Communications Outreach: Integrate social and digital messages leveraging national, state-level, and local advocates.

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Message: #Seafood4Health #BrainHealth #HeartHealth #Seafood2xWk #Omega3

Strategic Plan Overview

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State-Level OutreachStates: AL, FL, GA, KY, IN, MA, OH, OK, TN, WA, WV

Focus: SNP Nutrition Intervention ProgramsTarget Audience: 1) Women, moms, young children;

2) Millennials, men, & older adults.Potential Reach: 74.7 million people

Mid-Size City-Level Activation – 8 CitiesPotential Reach: 3.8 million people

National-Level OutreachPreventive Health: Doctors, Nurses, RDNs, Chefs, Sports

Resources for Influencers & ConsumersPotential Reach: 37.5 million influencers

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Share Seafood’s Story

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2016 Goal: 100,000 Pledges#Seafood2xWk #HealthyHeartPledge

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• Share your Healthy Heart Pledge and Seafood Dish through Twitter, Facebook, and Instagram with hashtags #Seafood2xWk and #HealthyHeartPledge.

• We look forward to sharing how you are incorporating seafood into your weekly meals on the interactive U.S. Map!