FEIST Produce Pro - Fight Bac! · Produce Pro: Six Smart Home Handling Practices Shelley Feist The...

Produce Pro: Six Smart Home Handling Practices

Shelley FeistThe Partnership for Food Safety Education

Ashley BouldinThe Food Group

Today’s Agenda

Need for Produce Safety Education Review: 2004 Campaign Agency Approach: New Campaign Presenting: Produce Pro

Why Produce Safety Education

Why Educate on Produce Safety

Bigger Issue than is

Realized

Salmonella a Growing Problem

Consumers Putting

Themselves at Risk

Need for Consumer Education

At Risk Groups

ElderlyYoung Adults 19-29CaucasiansWell EducatedHigher Income

Review: 2004 Campaign

2004 Campaign Creative Overview

Developed in 2004

6 Steps1. Check2. Clean3. Separate4. Cook5. Chill 6. Throw Away

Utilized BAC/Green Guy

2004 Campaign Materials Overview

Brochure

Press Release Template & Tips

Activity Idea Generators • Retail• Produce Leaders• Food Safety

AdvocatesSafe Handling of Fresh Fruits

and Vegetables Recommendations to Help Consumers

Reduce Risk of Foodborne Illness Developed by

The Partnership for Food Safety Education

Educator Presentation

Impetus for Campaign Refresh

Low Retailer Adoption

More Scientific Background Requested

Needs for Revised Campaign

Refocus the Target

AudienceUpdate

GraphicsNew

Material Formats

Revised Outreach Strategy

Agency Approach: New Campaign

The Food Group Approach

Deep Dive Refresh Develo

pTestFine Tune

Understand Target

Multipliers

Fine Tune Messaging

Refresh Creative

Test Creative

Concepts & Formats

Develop Targeted Materials

Distribute

Distribute Materials

Step 1: Deep Dive

Goal:Understand our target multipliers

Insight:Our audiences have different needs

Outcomes:BAC Fighters Simple messaging Science based background information

Retailers Customizable materials Turnkey content

Step 2: Fine Tune

Goal:Fine tune messaging

Insight:Keep it positive and framed around health

Outcomes: Deletion of cook as a step Inclusion of rinse as a step Campaign Headline: Produce Pro

CheckClean

SeparateCookChill

Throw Away

CheckCleanRinseSeparateChillThrow Away

Step 3: Refresh

Goal:Refresh creative

Insight:Keep colors healthy and vibrantMake steps clear, concise and easy to read

Step 4: Test

Goal:Test creative concepts

Insight:Changes to icons & coloringChange of layout of iconsInclude more scientific information

Step 5: Develop

Goal:Develop targeted materials for each audience

BAC Fighters

IF IN DOUBT, THROW IT OUT!

HELP EVERYONE FIGHT BAC!® LIKE A

produceReach consumers using t he inf ormat ion in this smart guide which out lines the simple , science-based t ips

for reducing the risk of f ood poisoning at home.

For more information visit fightbac.org.

CHECK SEPARATE CHILL THROW AWAYRINSE

Fresh Fruits and Vegetables

CLEANHands, Surfaces

and UtensilsFor Bruising or Damage

From Contaminants

Cut Produce Below 40ºF If In Doubt,

Throw It Out

Step 5: Develop

Goal:Develop targeted materials for each audience

Retailers

Step 6: Distribute

Goal:Reach target audiences

BAC Fighters Retailers

WebsiteWebsite FNCEFNCE

PartnershipsPartnerships OldwaysOldways

WebsiteWebsite Local PresentationsLocal Presentations

SchoolsSchools

Partnership for Food Safety Education fightbac.org

Your Germ:__________________________

1. Pick the germ you

want to draw from the

10 Least Wanted

Pathogens Poster.

2. Draw your scary germ

in the dotted box.

Instructions

Case Study: Kroger

124 stores

Obtaining Materials

For More Info:Shelley Feist, Partnership for Food Safety Education

SFeist@fightbac.org

Ashley Bouldin, TFGAshley.Bouldin@thefoodgroup.com

Thank You!