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Social media increase in followers:

Top activities this month: • Field Mom tour at Ultra Foods18 Field Moms attended the Ultra Foods tour

and met farmers Michele Aavang and Donna Jeschke along with dietician Jodie Shield. During the tour moms learned about misleading labels, absence food marketing and nutritional information. Field Moms eagerly asked questions about organic vs. conventional farming and other food concerns. Moms also received farmer “pen pals” that they will connect with on a regular basis about food, farming and more.

• Dairy farmer, Linda Drendel and her daughter Julie, spoke to a group of 8 moms near Chicago. The group asked many questions about antibiotics, hormones, and raw and organic milk. Some moms expressed interest in the Field Mom program and the program’s organizer indicated interest in other opportunities for speaking engagements.

• Through a Pinterest conversation, IFF was able to respond to a follower’s question about why dairy farmers are pledging not to inject their cows with hormones if it is in fact safe. IFF explained it’s a marketing decision and not a food safety concern.

Upcoming events:• The Field Moms will tour Goulds

family hog farm on March 29. Field Moms will see piglets and learn about farrowing.

• Farmer, Michele Aavang, will speak to a group at East Bank Fitness Club. An event invite was sent out to the club’s membership of 10,000. Brand Ambassador blog posts:

• What do farmers do in the winter?• Ask a farmer• How to read food labels• Kids in the barn and calves in the base

ment• Get ready for National Ag Day• Not funny, Chipotle• Are GMOs the answer to world peace

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Field Mom comments from Ultra Foods post-tour survey: “I also have a new appreciation for frozen and canned veggies. Anytime a presentation can change years of behavior in one afternoon I consider it extremely effective.” –Field Mom

“I appreciated learning the exact definitions on the terms used in labeling such as grass-fed, locally grown, non-caged, etc.”  -Field MomTop 5 WatchUsGrow.org

traffic referral sites:

1. Facebook (mobile)2. Facebook3. Pinterest4. Ilfb.org5. YouTube

Social media by the numbers:120,700 – number of Facebook users who have seen IFF content through advertising efforts. 3,100+ - likes on Facebook158 – daily average number of times IFF pins appeared in Pinterest main feed, search results or on boards.125 – average number of visitors to the IFF website monthly from Pinterest.

IFF Update, February 2014

Farmer, Michele Aavang, shares information on the different types of beef and beef labels with the Field Moms.