Inspired
SegmenTrak
What would “Indicator Consumers” Ask Farmers?
In open-ended format, “indicator consumers” specified “the single most important piece of information you would like to have from farmers about how your food is produced” as part of Demeter’s SegmenTrak research in 2010.
The largest segment of responses (22%) illustrated a desire for information about chemicals and/or pesticides used during production and/or potentially remaining in consumer end products. Next, they would ask about medications and/or antibiotics used in production and/or potentially remaining in consumer end products (10%).
“Indicator consumers” expressed a number of areas of curiosity from animal diet and animal welfare to questions pertaining to human health, food handling and production. Interestingly, 3% or less would ask about location of production and the environmental impact of production.
Demeter Communications Launches Proprietary Market Research Tool for Agriculture
Agricultural producers, food-manufacturers and those who communicate on their behalf are sifting through an emerging, diverse set of consumer demands.
From grass-fed to sustainably grown, consumers seem to want more information than ever from agriculture and food manufacturers. What do they really want to know about food production? Where do they look for information about how food is produced? Are new forms of media best for reaching product-astute consumers? Learn about “indicator consumers,” and find out what they can tell us about questions the food producers and processors will face tomorrow.
SegmenTrak™ is a market research tool developed by Demeter Communications designed to benchmark and track “indicator consumer” perceptions of agricultural topics. The study explores attitudes, as well as emerging language, giving professionals specifics upon which to build effective communication programs and tools.
Demeter Communications offers the first executive summary and full report free of charge. For companies and associations wishing to learn more, and tap into Demeter’s resources for their reputation management efforts, please contact us.
Awards
Academy for Retail Excellence Wins at NAMA
The Midwest Academy for Retail Excellence won the Customer Events category in the 2011 National Agri-Marketing Association’s “Best of
NAMA” awards. The program brings together grocery store managers, dairy case managers and store dietitians for on-farm and in-plant sessions to prepare them to better answer questions and promote dairy to their customers. At the regional level, the Retail Academy was Best of Show-Public Relations.
The program was developed for Midwest Dairy Association by Demeter Communications. Supermarket decision-makers tour dairy farm and a processing plant, and learn from experts such as animal and food scientists. Participants must past a post-test to earn their credential. Scores during some academies have improved as much as 60%.
Demeter’s Winnings
Midwest Dairy Association Academy for Retail Excellence
National Agri-Marketing Association Customer Events – First Place National 2010 National Agri-Marketing Association Customer Events - Best of Show-PR Region III 2010 National Agri-Marketing Association Customer Events – First Place Region III 2010 Midwest Dairy Association People Behind the Product Influencer Audience Outreach
National Agri-Marketing Association Best of Show-PR Region III 2009 National Agri-Marketing Association Producer- or Company-Funded Public Relations Program - First Place Region III 2009 Midwest Dairy Association “People Behind the Product”
National Agri-Marketing Association Producer- or Company-Funded Public Relations Program to Consumers – First Place 2007 National Agri-Marketing Association Region III Producer- or Company-Funded Public Relations Program to Consumers – First Place 2007 Midwest Dairy Association “Don’t Miss the Bus on School Wellness”
National Agri-Marketing Association Producer-Funded Public Relations Program to Ag Audiences – Merit Award 2006 National Agri-Marketing Association Region III Producer-Funded Public Relations Program to Ag Audiences – Merit Award 2006
Food Topics and Issues
Demeter Experts Featured Speakers at Farm Broadcasting Convention
Consumers are ultimately in the driver’s seat when it comes to agricultural products, according to Wendy Feik Pinkerton and Sharlet Teigen, senior partners with Demeter Communications. The two agriculture and food experts shared their top trends that will influence production agriculture during the National Farm Broadcasting Association annual convention in Kansas City, MO, November 17, 2006. read more
Know Your Target
These seven trends will impact food production in the future
By Linda H. SmithDirectly or indirectly, your customers include every single man, woman and child in the U.S.—and more around the globe. Everyone eats. But the richer the country, the more choice consumers have in what they eat—and the attributes U.S. consumers seek are changing.
read moreThis Week in Agri-Business
Demeter Senior Partners Wendy Pinkerton and Sharlet Teigen are featured guests on This Week in Agri-Business, discussing food trends and what that means for the agricultural community.
Five Trends Shaping the Future of Foodservice
SOURCE: www.schoolnutrition.org
April 13, 2006 – Demeter Solutions Group, a food and agricultural marketing firm, released its report on five trends that may shape the future of foodservice.
The next phase of revolution is upon the food world, according to Demeter Solutions Group, a firm specializing in food and agricultural marketing. The group has identified five consumer trends that may influence foodservice significantly: read more
Items of Interest
TalkZone Business Radio Offers Advice
Senior Partner Linda Snell was the featured guest on TalkZone Business Radio, discussing starting a business, working with non-profits and her advice for aspiring entrepreneurs. You can listen to the two-segment interview.
Prepare for “Governing Toward the Future”
Demeter Senior Partner Linda Snell recently participated in the BoardSource Leadership Forum 2011, “Governing Toward the Future,” held in Atlanta. This is the only national conference focused on the impact of nonprofit boards and the unique role they play. Linda encourages nonprofit boards to consider the following: “Communication in the board room is essential for good governance. Is there trust/transparency between board members and the CEO? Are we focused on our mission, not just our organization? Is there transparency and open communication in the board room?” Is the board characterized as “Information Age Oversight” or a “Conceptual Age Mindful” board? Contact Linda to learn more.
U of Ill. benefits from DiSC training
The University of Illinois College of ACES Office of Advancement enlisted Demeter to provide DiSC behavioral style analysis for its staff. Demeter Senior Associate Claudine Wargel has a deep understanding of DiSC and its application, and worked with the staff to use the analysis outcomes to enhance their interactions with alumni, stakeholders and the university community.
Teigen Addresses International Consultants
Sharlet Teigen was featured at the Brookside Laboratories’ 59th Annual International Consultants Conference to address opportunities in marketing. This included research-based information on uses of communications vehicles by various agricultural audiences. As methods of communications expand, marketers need to focus on how their audiences apply these options as it relates to specific products and services, says this Demeter Senior Partner.
Pinkerton Launches Communing with the Communicator
Food and ag issues expert Wendy Feik Pinkerton, MS, recently started the Communing with the Communicator blog. A senior partner at Demeter, Wendy offers unparalleled perspective and insight on communications in our every day lives.
Ethics Not an Option
The “Whisper-Gate” scandal involving Facebook and its public relations agency is a reminder to check up on your marketing partners’ ethics policy. Demeter’s Statement of Principles is required conduct for our team members.
Telling the Rural Story
Communicators and farmers have struggled for years to interest consumers in the importance of agriculture. Now the tides are turned. Consumers seem to want to peek into every nook and cranny.
Are you ready to open the doors? If not, are you prepared to have someone come knocking? read more
Can You Do Sustainability?
As companies literally rush to make themselves at least appear Earth-friendly, the word sustainability is front and center. Yet, it seems to mean something different to almost everyone. Many consumers associate it with nutrition and safety almost as much as eco-green. Based on closely tracking this issue and related research, Demeter concludes that sustainability literally broadens the appeal of many beliefs promoted by non-government organizations (NGO’s) that were previously considered extreme. read more
South Africa: Off the Beaten Path
Demeter Communications Senior Partner Sharlet Teigen (sharletteigen@demetercommunications.com) and her husband John spent a week in October 2006 touring South Africa, guided by Ricus de Villiers, owner of White Lion Safaris (www.whitelionsafaris.com). This is another example of how Demeter members strive to enhance their knowledge of global agriculture. Here are brief highlights of their trip to this agriculturally-rich and often
misunderstood nation.
News Releases
Southeast Dairy Checkoff Turns to Demeter
Dairy farmers in the nine-state Southeast United Dairy Industry Association, Inc. (SUDIA) region are getting extra help connecting with consumers. SUDIA has engaged Demeter Communications to work with its Community Outreach program.
Our dairy farmers will have even more opportunities to tell their story to the public with Demeter establishing the connections with grassroots community organizations,” says Janet Grubbs, Director of Integrated Communications and Special Projects for the association.
The non-profit SUDIA is funded by dairy farm families of the Southeast and works with schools, health professionals, retailers, dairy processors and the public to promote dairy foods throughout Alabama, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee and Virginia.
Midwest Dairy Calls on Demeter for Sustainability Communications
The Integrated Communications division at Midwest Dairy Association is calling on Demeter to communicate sustainability information to academia, allied industry and state departments of agriculture. This is in addition to ongoing work in most aspects of the association’s industry image initiatives, such as community presentations, health and wellness professional outreach and farmer training.
Dairy Foods Research Center and Institute for Dairy Ingredient Processing Turns to Demeter
Effective immediately, Demeter will work with the Midwest Dairy Foods Research Center and Institute for Dairy Ingredient Processing to communicate its work with food scientists and other experts. The Research Center is a collaboration between Midwest Dairy Association and three universities: South Dakota State, the University of Minnesota and Iowa State. It was formed to conduct research and provide support needed to increase the viability of the U.S. dairy industry and ensure its future competitiveness.
Colorado Wheat Research Foundation Chooses Demeter
CWRF, based in Ft. Collins, CO, has selected Demeter Communications as its new marketing communications partner for the foundation’s existing and new winter wheat varieties.
Midwest Dairy Association Continues Farmer Image Initiative with Demeter Communications as Counsel
The Midwest Dairy Association is continuing its People Behind the Product program into
2009 and announces it will again call on Demeter Communications for strategic counsel plus tactical
implementation.Midwest Dairy Association first teamed with Demeter Communications in 2006 when the farmer
image initiative was newly approved by its board of directors. Together, they developed and consumer-tested
messaging on animal care, sustainability and product safety. These messages are kept current
based on consumer intelligence from Demeter Communications and findings from dairy checkoff
funded research.
