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National Processed Raspberry Council

New Member Orientation

INDUSTRY OVERVIEW

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An Overview

▹ U.S. Supply of Processed Raspberries

▹ Growing the Market - Developing Our Story

- Sharing Our Story

▹ Industry Communications &

Accountability

▹ Food Safety

Imports to the U.S., 2016

2016 U.S. Supply

-

5.000,0

10.000,0

15.000,0

20.000,0

25.000,0

30.000,0

35.000,0

40.000,0

2012 2013 2014 2015 2016

Domestic Production 31.056,9 32.553,0 35.609,0 28.244,3 39.381,7

Imports 22.344,3 21.826,8 27.460,4 30.086,9 26.226,9

MT

U.S. Market: Processed Raspberries

-

10.000,0

20.000,0

30.000,0

40.000,0

50.000,0

60.000,0

70.000,0

2012 2013 2014 2015 2016

Imports 22.344,3 21.826,8 27.460,4 30.086,9 26.226,9

Domestic Production 31.056,9 32.553,0 35.609,0 28.244,3 39.381,7

MT

Raspberry Imports to U.S.: 2016

-

5.000,0

10.000,0

15.000,0

20.000,0

25.000,0

30.000,0

35.000,0

2012 2013 2014 2015 2016

MT

all others

Poland

China

Bulgaria

Canada

Mexico

Serbia

Chile

ABOUT THE NPRC

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Strategic Plan At A Glance

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Vision - Real Red Raspberries are the premium berry of choice

Mission - To build demand and secure the long term viability of the industry

Purpose - Sharing the Real Red Raspberry experience to nourish, inspire, and delight

Core Values - Passion

- Honesty

- Collaboration

- Vision

National Processed Raspberry Council

Executive Committee

Administrative and Financial Oversight

Developing Our Story

Research to understand Real Real Raspberry attributes

Industry Communication & Accountability

Demonstrating the good work of the Council and its value to the industry

Sharing Our Story

Communicating the benefits of Real Red Raspberries to consumers and trade

National Processed

Raspberry Council

13 members and alternates

DEVELOPING OUR STORY

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A Knowledge Driven Organization

Actionable Results

Trade Engagement

Baseline Research Strategic

Perspective

Market Intelligence

What Properties of

Raspberries Make Them

Nutritionally Unique

to

Promote Health?

Raspberry Basics

What you already know

▹ Low calorie

▹ Convenient & versatile

▹Great tasting

▹ Available year round

▹ Contain a variety of nutrients

Americans eat about ½ recommendation

to support health

“Nutrient” of concern

US Dietary Guidelines

Raspberries 8.0 g / serving

12.5 g / 100 kcal ~ 3.5 g fiber/100 kcal

Excellent Source of Fiber

More on Fiber

Common

Fruit

Dietary fiber

g / 100 g portion g / 100 kcal

Red Raspberry 6.5 12.5

Banana 2.6 2.9

Apple 2.4 4.6

Melon 0.9 2.6

Table Grapes 0.9 1.3

Berries

(category) 4.2 8.9

USDA Nutrient Database SR 27

Raspberries

~30 mg / serving

Orange juice

~ 50-60 mg / serving

Vitamin C

Resonates with

Consumers

Excellent Source of Vitamin C

Vitamins

Phenolic

acids

Hydrolysable

tannins

Ellagitannins Ellagic acid

Minerals

Fiber Anthocyanins

Flavonols

Condensed

tannins Proanthocyanindins

Total Package

Health Promoting Constituents

What health benefits have

been documented about Red

Raspberries or their major

constituents?

A Broad Look at the Literature

Nutrition Research Overview

Priorities for Funding

• Focus on projects where raspberries are believed to offer health protective benefits – Cardiometabolism

– Diabetes

– Cognitive Function

– General Inflammation

• Understand underlying mechanisms of action

• Fund human/clinical and/or animal studies

• Maximum three-year study period

Research Fuels Marketing

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Health Research

Marketing Program

Raspberry Value

▹ Health research helps us understand

the potential benefits of raspberries…

▹ Which gives us compelling information

to share with potential purchasers…

▹ With the ultimate goal of increasing the

“value” of raspberries in the minds of

consumers and trade professionals.

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Recently Journals & Conferences

SHARING OUR STORY

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Our Approach

▹Goal

- Increase usage and value of Real Red Raspberries among food manufacturers, foodservice decision makers, and consumers.

▹Strategy

- Build awareness of the benefits and advantages of Real Red Raspberries through an integrated marketing communications program targeting:

• Trade (foodservice & food manufacturing)

• Consumers

• Health professionals who impact consumers and the trade

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Key Communications Messages

▹ Raspberry Health Benefits - High in Fiber

- Excellent Source of Vitamin C

- Low in Calories/Low Glycemic Load

- Phytochemicals: anthocyanins and ellagic acid

▹ Processed Raspberry Advantages - Premium quality

- Versatility

- Convenience

- Affordability

- Year-round availability

- Minimal Product Loss

▹ Trade

- Foodservice Operators

- Food Manufacturers

▹ Consumers

▹ Health Professionals

Social Media Creates and Drives Conversation Across all

Audiences

Target Audiences

Communications Assets

▹ Photography

▹ Videos

▹ Messaging

▹ Print Collateral

▹ Recipe Development & Nutrition Analysis

▹ Infographics

▹ Frozen Raspberry Samples

▹ Council Identity & Trade Mark

▹ Trade Show Booth

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Photography: From Field to Plate

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Video: From Field to Plate

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Print Materials

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Trade Marketing: Our Approach

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Culinary Nutrition

The art of combining flavorful ingredients, optimal cooking techniques,

and nutrition science to result in visually-appealing, great-tasting food

with a healthful profile.

Trade Marketing

▹ Trade Media Relations

▹ Trade Conferences

- International Foodservice Editorial Council

- Nutrition Executives Study Group

- Research Chefs Association, National Association of College & University Food

Services, Institute of Food Technologists, etc.

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Trade Marketing

▹ Direct Outreach to Manufacturers, Operators, & RDs

- Product Sampling

- Ideation

▹ Trade Industry/Harvest Tour

- Foodservice decision makers & media

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Consumer Communications

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Ambassadors Social Media Media

Relations

Health Professional Communications

▹ Registered Dietitian Nutritionists = Credible Advocates For Real Red

Raspberries

▹ How we connect with them:

- Conferences

- Direct Outreach

- Social Media

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Digital Communications

▹ Website

- Administration & Maintenance

- Issues Management Dark Site

▹ Social Media

- Our real-time connection with key

audiences

- Content distribution

- Issues monitioring

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Real. Red. Raspberries. Seal

▹ Helps consumers know that a

product contains a significant

amount of real fruit, specifically

Real Red Raspberries.

▹ Encourages the trade to use Real

Red Raspberries as an ingredient

in foodservice and food

manufacturing.

▹ Trademark available for industry

members to use on packaging,

website, and marketing materials for

approved products (IQF, block,

crumbles, puree, concentrate)

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INDUSTRY

COMMUNICATIONS &

ACCOUNTABILITY

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Industry E-Newsletter

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Industry Conferences

▹ Connect with growers and importers at key conferences

- Small Fruits Conference

- AFFI CON

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Industry Resources

▹ Marketing Materials

▹ Messaging

▹ Real Red Raspberries Seal

▹ Food Safety Education

▹ Industry Ambassador Program

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FOOD SAFETY

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The Changing Environment for Food Safety

in the United States

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Food Safety and Modernization Act (FSMA)

Produce Safety Rule

Foreign Supplier Verification Programs

Accredited Third Party Certification

Preventative Controls for Human Food

Preventative Controls for Food for Animals

http://www.fda.gov/Food/GuidanceRegulation/FSMA/

FSMA Produce Safety Rule Requirements

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Worker Training and Health and Hygiene

Agricultural Water

Biological Soil Amendments

Domesticated and Wild Animals

Equipment, Tools, and Buildings

Food Safety Basics

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Actively follow and use Good Agricultural Practices

(GAP’s) on the farm

Actively follow and use Good Manufacturing Practices

(GMP’s) in processing facilities

Create a Hazard Analysis and Critical Control Points

(HACCP) plan

And remember…if it isn’t documented, it didn’t happen!

Food Safety Begins on the Farm!

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Take preventative rather than corrective action

Identify potential sources of contamination: water,

animals, human waste

Train workers on proper health, hygiene, sanitation

practices

Safely and properly use and store pesticides

Keep animals out of the field

Keys to Food Safety

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Farm History

Previous land use: GAP’s include knowing how land was used

Adjacent land use: Neighboring farm practices and land use

Water

Water can carry pathogens

Protect surface and ground water quality

Keys to Food Safety (cont’d)

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Worker Health and Hygiene

Screen workers for signs of illness

Report illnesses

Wash hands: before starting to work, after smoking, breaks,

eating, anytime hands touch any potential contaminant

Use gloves whenever possible (but still wash hands first!)

No eating, drinking or smoking in field or in processing/cold

storage facility

Keys to Food Safety (cont’d)

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Field Sanitation

Prevent contamination during pre-harvest, harvest, or post-

harvest activities.

Proper equipment maintenance and cleaning/sanitization

Use clean water for washing equipment

Store packing materials away from field

Keep animals out!

NPRC Food Safety Education

▹ Food Safety Brochure

- Covers the basics of field sanitation and personal hygiene

- Provides a list of comprehensive resources

▹ Field Sanitation & Personal Hygiene Posters

- Infographic-style posters to remind employees of property food safety practices

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Thank you!

For more information, please visit:

www.redrazz.org