INTERNATIONAL  PASTA  ORGANISATION  2015  Pasta  Communication  Plan  

Riccardo  Felicetti  October    26th,  2015  

The issue

Fad diets are creating misconceptions about the role of carbohydrates in a healthy diet.

What’s the ‘recipe’ for best-selling pseudoscience diet books like Wheat Belly and Grain Brain?

“You set up a good and an evil, and add a myth (‘you’ve been lied to; there’s this conspiracy

you should know about’). Explain that it’s not your fault,

then present one simple solution (‘avoid this one

thing’)...It's a lot sexier if you only explain one side.”

James Hamblin, MD, Senior Editor, The Atlantic

at Whole Grain Council Conference Boston, 9-11 Nov. 2014

Ending the War �on Fat�•  Carbs are the new enemies •  Fats don’t make us fat, Carbs

Do •  Fats are coming out of

hiding •  People are told to put carbs

in the back seat and load up on fats.

And there is no better example of this phenomenon than what's happened to one of the world's most favorite foods …

Pasta is the leading culprit in the rise of obesity around the globe, some “experts” say …

The anti-carb fad is becoming an international phenomenon

Alessio Fasano, MD, Director of the Center for Celiac Research (Boston WGC Conference, Nov 2014)

The Gluten-Free Craze in the US

Some 20 million Americans now say that eating it causes them distress.

100 million people in all, meanwhile, say that they are actively working to eliminate gluten, the protein that gives pasta its ”al dente” chewiness, from their diet.

These concerns are echoed elsewhere in the world�

"No question there is a fad component. People are running around thinking, ‘If we don't go gluten free the dinosaurs will come back and take over the earth.’ "

Alessio Fasano, MD, Director of the Center for Celiac Research (Boston WGC Conference, Nov 2014)

The Fad Factor of the Gluten Free diet

Is Grain-Free the new Gluten-Free?

•  Grain-Free is starting to emerge as the next generation of gluten-free. •  Adopters of grain-free diets may be avoiding grains as part of the Paleo

diet, while others may be trying to avoid gluten or cope with digestive health concerns.

•  Criticism of typical western diets being highly dependent on grains, in particular refined processed grains,

•  Wheat takes the most heat

Source: Mintel, 2015

The Gluten Free Museum

The War on Wheat

Millions of people are joining the anti-wheat revolution

Best-selling health evangelists say that wheat is causing everything from fat bellies to schizophrenia.

But they do NOT have science on their side

How can wheat, ubiquitous in diets around the globe, lose favor as a result of a growing fear that it can make us fat or discomfort to our stomachs?

It's a multi-billion dollar battle Who is behind all this ?

•  CONSUMERES ARE CONFUSED FOR THE MASS OF MISINFORMATION

•  GETTING THEIR HEALTH AND NUTRITION INFORMATION FROM BLOGS AND WEBSITES.

•  THIS IS THE WILD WEST OF NUTRITION INFORMATION.

Evidence of Pasta’s Health Benefits There is a consistent and mounting accumulation of nutrition science evidence for the healthfulness of pasta.

World Health Organization, Mayo Clinic, Harvard Medical School, US Best Diets, EFSA and many others have established that pasta is a healthy and nutritious food and one of the pillars of the mediterranean diet, recognized as a world heritage by UNESCO. �

BUT the majority of consumers are not influenced by these facts. WHY ?

A reaction is needed

IPO is a powerful network, with a great potential in terms of global communication, IPO has 25 Members, active in 18 different countries

The role of IPO is to build an umbrella campaign to provide inspiration, contents, tools and solid scientific opinions to support the communication efforts of its members

IPO is encouraging the international pasta value chain to join forces and :

–  speak loudly, and often, with one voice, reaffirming THE TRUTH ABOUT PASTA to fight misinformation and change global consumers’ perception

–  become Pasta Ambassadors and take every opportunity to tell the world that pasta is Good, Healthy, Eco-friendly, Affordable and Cool

IPO communication plan in 2015

16

The Truth About Pasta

Ipo The Truth About Pasta

Consumers Key Opinion Leaders

Analisi Media Media

Pr And Media Programs

National Pasta Associations

Brand Communication

Pasta Companies Stakeholders

Key Messages And Contents Scientific Panel Media Toolkits

Our Mission Reaffirm the truth about pasta�

Our Objectives Promote pasta role in a healthy diet Defend pasta against unjustified attacks�

Our Plan Inform, educate and encourage eating pasta as part of a healthy and sustainable lifestyle�

Our Targets Global Consumers Key Opinion Leaders

The Truth About Pasta

Working together to spread the truth

•  An International Working Group has been established under the leadership of Luca Virginio, Chief Communication and External Relations Officer Barilla Company

•  The IPO Working Group has been convened in regular meetings every two months via web conference call to discuss the program and the progress made.

•  More than 25 participants from Member Companies, Associations and their Communication and PR Agencies, connecting from many different countries, �

Top HEALTH AND NUTRITION experts are invited as guest speakers to share their insights, such as:

–  David L. Katz, Director of the Prevention Research Center at Yale University - Communicating the Truth about Pasta – The science behind it

–  Duncan Williamson, Food Policy WWF – Pasta is good for the Planet –  Gabriele Riccardi, Prof. of Endocrinology and Metabolic Diseases, University of

Naples Federico II - Pasta is energy that keeps you full for longer –  Kantha Shelke, Phd, Food Scientist - Perceptions of Pasta: Why pasta continues

to be good for the body and the soul

Five Good Reasons to Love Pasta

1. Pasta is good for you & for the Earth

2. Pasta is a pillar of the Mediterranean Diet

3. Pasta is energy that keeps you fuller for longer

4. Pasta does not make you fat

5. Pasta is tasty & brings people together

The Truth About Pasta�Our Key Messages

•  As part of “The Truth About Pasta” Program, IPO publishes a monthly IPO Newsletter called The Truth About Pasta

•  It includes scientific updates, links to interviews and presentations, video, media updates, information in line with the key messages of the PR Campaign

•  The newsletter is distributed electronically to stakeholders including members, suppliers, journalists, bloggers, health professionals and key opinion leaders.

•  Italian and Spanish edition are also available and more languages can be added upon request

•  The Editorial Calendar comprises 12 issues: Feb 2015-Jan 2016

The Truth About Pasta Newsletter

The Truth About Pasta�Toolkit

A Media Toolkit serves several purposes:

•  Provides consistent messaging

•  Offers story ideas and support materials to reporters and bloggers.

•  Materials are available online at www.pastaforall.info in English and Spanish. More languages to come

The Truth About Pasta�ToolKit •  5 Good Reasons To Love Pasta Fact Sheet •  Pasta Health Summary •  Pasta is Good for the Earth – A Sustainable Food •  Pasta FAQ •  Pasta Myths •  The Healthy Pasta Meal Scientific Consensus Statement (Oct 27) •  Webinar “Pasta: A Unique Grain Food” •  Tips and original pasta recipes from well-known Registered Dietitians •  Infographic •  News release templates

More elements and languages may be added. Associations and Companies are welcome to use this tools in their PR and Communication Programs and Media Relations

To reaffirm and support with scientific evidence The Truth About Pasta 19 top scientist from 9 different countries gathered here in Milan to discuss their latest studies and update the Scientific Consensus Statement approved in 2010 in Rio de Janeiro during the 4th World Pasta Congress. The new Consensus will be presented tomorrow morning, Oct 27, during the Pasta is Good for your Health Session.

The 3rd Healthy Pasta Meals �Scientific Consensus Conference �

The New 2015 Scientific Consensus Statement on Healthy Pasta Meal •  More than ten years since the first 2004 Conference in Rome •  Five years since the 2010 Conference in Rio di Janeiro •  Fad diets are creating misconceptions about the role of

carbohydrates, including pasta, in a healthy diet. •  It is necessary to reaffirm the science behind the key

messages about the healthy pasta meal to expose the smoke and mirrors behind popular diet books

Scientific Consensus Committee Argentina: Sergio Britos, University of Buenos Aires Brazil: Mauro Fisberg, Federal University of San Paulo�

Alessandra Luglio, Nutritionist France: Joel Abecassis, INRA, Montpellier�

Michel De Lorgeril, Joseph Fourier University, Grenoble Greece: Antonia Trichopoulou, Hellenic Health Foundation, University of Athens Italy: Gabriele Riccardi, Federico II University, Naples�

Furio Brighenti, University of Parma� Luca Piretta, Sapienza University, Rome� Pietro Antonio Migliaccio, SISA � Maria Teresa Strumendo, SISA � Michelangelo Giampietro, University of Rome, Modena and Reggio Emilia Giancarlo Logroscino, University of Bari Andrea Poli, Nutrition Foundation of Italy (NFI), Milano

Mexico: Hector Bourges, National Institute for Medical Sciences and Nutrition Portugal: Nuno Borges, University of Porto and University of Minho Spain: Marta Garaulet, University of Murcia USA: Joanne Slavin, , University of Minnesota (Minneapolis, USA)�

Kanta Shelke, Corvus Blue, Chicago, USA)

Thanks to our network

This year marks a turnaround in the International Pasta Organisation activity. We have been able to engage a large group of stakeholders This was made possible thanks to all the Organizations and Companies who supported us, not only financially, but also by sharing ideas, materials and human resources A special thank goes to: ABIMA (Brazil) – AIDEPI (Italy) – BARILLA (Italy) - CEREALIS (Portugal) – AEFPA (Spain) – GALLO (Spain) – SIFPAF (France) – LA MODERNA (Mexico) – TMSD (Turkey) – LA ROSEBLANCHE (Tunisia) – MOLINOS MODERNOS (Guatemala) – UIFRA (Argentina) – NPA (USA) – UNAFPA (EU) and, of course, to the Projet Leader, Luca Virginio (Barilla) and all Members of the Scientific Consensus Statement Panel for their authoritative contribution.

We look forward to continue working together to restore and spread The Truth About Pasta

Stop the bad rap, let’s tell the world that pasta is COOL !