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  • Low-Carb to Gluten-Free: Meeting the Next Great

    Grain Challenge

    Grain Foods Foundation Update

    April 21, 2013

  • Overarching Goals and Approach

    Thought

    Leadership

    Consumer Education

    Improved Awareness

    Consumer

    Understanding

    Increased

    Consumption

    +

    Maintain and increase wheat flour consumption by reinforcing the health

    benefits of grain-based foods.

  • GFF Value Proposition

    • Provide a unified, credible voice for the grain foods industry

    • Serve an issue-and-crisis management function

    • Educate influencers and consumers on the role of bread and grains in a healthy diet

    Reconcile Consumer Tension

  • Grain Foods Foundation Background

    • Founded in 2004

    • Response to low-carb movement

    • Funded by voluntary contributions

  • Refreshed Consumer Segmentation

    Last segmentation Understanding the fundamental

    shifts in consumer perception and

    consumption of bread

    2004 2013 Changes in consumer perception of

    nutrition and grains over time

  • Key Questions the Segmentation Research Will Help Answer

    • Changing perception of bread

    • Who/what influences consumers to purchase or not purchase bread

    • Impact fad diets (low-carb diets, gluten-free diets, etc.) are having on bread consumption

    • Bread purchase drivers

    • Demographics of bread consumers (artisan vs. packaged sliced bread, etc.)

    • If consumers understand the difference between enriched or fortified bread

    • If consumers consuming other types of grains (pasta, rice, corn, etc.)

    • If eating bread is an emotional reaction

  • Getting to Know the Consumer

  • Research Overview

    Phase 1:

    Exploratory Online

    Bulletin Board Discussions

    Phase 2:

    Consumer Segmentation

    Develop a deeper understanding

    of bread and grain consumers’

    behaviors, attitudes, perceptions,

    and influences and the underlying

    rationale behind why they make

    the choices they do

    Conduct a robust quantitative

    segmentation analysis, to build

    distinct actionable segments;

    Identify opportunity segments for

    GFF and key influencers

  • Phase 1: Key Findings

    There is no single influencer that guides

    consumers’ food choices.

    Consumers’ food behavior is built from a

    lifetime of cumulative, learned knowledge.

    There is a push to purchase and consume more

    wheat and whole grain bread and grain products.

    Bread purchases are not always rational choices –

    they are connected to personal history and emotion.

    Consumers are increasingly health conscious and

    are trying to make smarter, healthier food choices.

    1

    2

    3

    4

    5

  • No Single Source of Truth

    Food shows and sites

    Friends and Family

  • What’s Hurting Bread

    • 48% think it has too many carbs • 43% respondents said they are eating

    less white bread than before

    Bread continues to be a comfort food

    and consumers love eating bread.

  • In Place of Bread….

    Pasta

    1 3

    2

    Vegetables & Rice Fruit &

    Tortillas/Wraps

  • Segmentation Findings

    6 key segments have emerged based on nutrition

    preferences and lifestyles

    Segment 4

    Foodies

    with no

    health

    concerns

    Segment 1 Segment 2 Segment 3 Segment 5 Segment 6

    Cost-

    conscious

    Dieters

    Health &

    nutrition is

    key concern

    Healthy

    food; no

    budget

    concerns

    Cost

    outweighs

    health

    Minimally

    concerned

    with budget

    and health

  • Implications

    • Messaging strategy should focus on segments 1, 2 & 3 as these are the most vulnerable segments

    • Messages need to be spread passively across multiples influencers and media channels as consumers create a patchwork

    of information regarding food decisions & nutrition

    • Messaging needs to break through the clutter • Messaging should encompass rational, emotional, and quality

    facets to address consumers’ desires and concerns

  • Beyond the Belly A New Challenge Emerges

  • Situation Analysis/Landscape

  • The Grain Brain Thesis – What We Know Today

    • Fats are important for brain health and should not be attributed to heart disease and other ailments.

    • Alzheimer's, ADHD and other brain ailments are determined by diet, not inherited.

    • “The more carbohydrates in your diet, the more likely you are to become diabetic, at which point you have

    created a scenario where you are more than likely

    going to become an Alzheimer’s patient. It’s a

    preventable disease.” (Advances in Mind-Body Medicine,

    Winter 2013)

    • Gluten can be detrimental to brain function/brain health; regardless of source – refined or whole grains –

    due to presence of gliadins. (Sound familiar?)

    • Gluten sensitivity = celiac disease. • Everyone should be tested for gluten sensitivity.

  • The Grain Brain Thesis – What We Know Today

    Carb calories are the

    worst thing for the brain,

    truly the worst thing for

    the endocrine system, and

    absolutely the worst thing

    for the heart.

    Grains, both refined and whole, cause

    inflammation that contributes to neurological

    impairment and degenerative diseases.

    Advances in Mind-Body

    Medicine, Winter 2013

  • Grain Brain – The Threat

    “Reduce foods that raise blood

    sugar: High blood sugar

    increases inflammation. Avoid

    refined grains, and reduce

    grain consumption in

    general.”

    “Wheat in gluten-sensitive

    patients is now linked to

    being demented…every

    patient should be

    screened for gluten

    sensitivity”

  • Preparing for Grain Brain

    Seven-Point Strategy

  • Communications Strategy

    Goal: Protect the integrity of grain foods and the credibility of GFF message

    Objective: Mitigate the impact of “Grain Brain”

    Grain Brain Strategy

    Activate

    Grain Chain

    Member

    Activation &

    Expansion

    Recruit

    Partners

    Scientific

    Pump

    Engage

    Media

    Rally the

    Public

    Bolster

    SAB

  • Prime the Science Pump and Bolster the Scientific Advisory Board

    Enhanced Messaging,

    Credibility & Influence

    Neurology Research

    Gap Analysis

    Expand Advisory Board

  • Recruit New Partners

    Based on early indications from Perlmutter’s website and past writing, begin

    outreach to other organizations/groups that may dispute his core thesis:

  • Activate Grain Chain

    Similar to Wheat Belly, unite members of the Grain Chain to proactively develop

    programming to combat “Grain Brain” and its clinical and (potential) agricultural claims:

    GFF

    Toolkit (including messaging, etc.)

    Influencer

    Outreach

    Proactive Opportunities

    Grain Chain

  • Engage Membership

    Insert “Grain Brain” into existing member communication channels

    • Schedule in-person meetings or webinars for members to discuss the emerging situation and share insights and questions

    • Develop and distribute a “Grain Brain” member toolkit in advance of book release

    – Include key messages, suggested social posts, and sample Q&A • Develop member employee engagement activities to support and

    extend public facing/digital content strategy

  • Engage Media

    Media Tours Blogger

    Outreach

    Non-

    disclosure

    Agreement

  • • Embrace the term “Grain Brain” as an opportunity to share compelling facts about

    the health benefits of grain foods

    • Proactively distribute information about the health benefits of a grain foods diet in a way

    that drives discovery of GFF information

    instead of “Grain Brain” hyperbole

    • Tap the emotional connection that people already have with bread to mitigate new

    anti-bread and anti-grain claims

    Rallying the “Grainiacs”

  • Experts

    Consumers

    Media & Bloggers

    Text

    Photos

    Videos

    Infographics

    Expert Analysis

    [Digital Media Kit]

    Mindset: Actively searching for answers or

    passively consuming social and broadcast media

    Mindset: Actively seeking to

    contradict fallacy of “Grain

    Brain