Celebrating the Goodness of Grains

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Celebrating the Goodness of Grains
NAMA Annual Meeting September 26, 2008
Rick Siemer, Siemer Milling Co. Member, GFF Board
of Trustees
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Mission

• To increase the consumption of grain-based foods
  by promoting the benefits through marketing and
  education.

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GFF Membership Snapshot

• 121 total members
• 27 millers and 7 associates represented
• 94 of wheat milling capacity
• 3.7 million total budget
• Associations - 722,500
• ABA - 375,000
• BEMA - 200,000
• NAMA - 50,000
• Other - 97,500
• Bakers - 1,626,000
• ABA Allied - 95,500
• BEMA Members - 26,500
• Millers and Associates - 1,210,000
• Other - 8,650

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The Grain Foods Foundation Value

• Audible PR voice
• Steady drumbeat of positive media coverage
• Unified voice for the industry
• Credible nutrition voice
• Counteract fad diets and questionable research
• Offensive approach the low-carb craze is NOT
  over
• Industry-wide benefit everyone profits from
  increased sales

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Target Audience

• Busy women between 25-45 years old
• Predominately Gen Xers
• Young children at home
• 73 have at least one child
• Primary shopper nutrition decision-maker
• Reflects new generation of moms
• Struggle to balance career and motherhood
• 14 are stay-at-home moms
• Exercising greater control of her childs
  activities, diet, etc.

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Year FourCampaign Highlights
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Spring Campaign Ten Years of Saving Babies

• Celebrate ten year anniversary of fortification
  in conjunction with March of Dimes
• Create strong manufacturer retailer program by
  launching exclusive folic acid seal
• Generate significant national publicity and
  recognition for the industry

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Ten Years of Saving Babies Publicity
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Ten Years of Saving Babies Public Service
Announcements
Reached 80 million media impressions Earned 1.5
million in equivalent ad value 131 ROI
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Fall Campaign The Brown Bag Club

• Promote the health benefits of grains by
  connecting the financial benefits of packing a
  lunch

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The Brown Bag Club Publicity
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Thought Leadership
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Grain Foods Foundation Scientific Advisory Board
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GFF Rapid Response Program

• Position clinical spokespeople as resources for
  emerging health and diet trends
• Achieve two primary objectives
• Address and refute damaging media coverage
• Reinforce positive news about bread and grains
• Monitor emerging trends
• Gluten-free Movement
• Atkins Resurgence

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A Kernel of Truth

• Publication of new corn research connecting
  milled corn products with antioxidant benefits
• Journal of Agriculture Food Chemistry
• Promote research findings to wide range of
  consumer, trade and business media

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Successful Outcomes
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Signs of Progress Carbs are Making a Comeback
U.S. Per Capita Flour Consumption
Atkins Diet Grows
GFF Formed
Lbs per year
Source US Census Bureau
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Signs of Progress Accelerating Retail Growth

• Retail sales of commercial bread at Kroger
  continue to grow year over year

Percentage Increase in Dollars
with the exception of Wal-Mart
Source Nielsen
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Signs of Progress Shifting Consumer Insights
Response Percentages
Source Harris Interactive, March 2007
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Signs of Progress Media Coverage

• Reached consumers 1.75 BILLION times since
  February 2005

Wal-Mart PSA
Media Readership/Viewership
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Looking Ahead

• Need for greater industry involvement and buy-in
• Increased membership increased promotional
  support
• Develop and grow existing consumer education
  program
• Build on proven program results
• Continue our demonstrated ability to confront
  industry challenges

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Thank You