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

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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