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 Program Goal: More U.S. Sun Kernel Consumption March 2000 Research is the foundation for the 1999/2000 communications program promoting U.S. domestic consumption of sunflower kernel. As part of the National Sunflower Association’s long-term marketing goal to increase domestic demand for sunflower kernel as a food ingredient, NSA and Kansas City-based public relations firm Fleishman-Hillard are focusing on the $33 billion-plus baking industry, working to raise awareness among bakery manufac-turers of sunflower kernel as an economical alternative to nuts or fruit in premium baked goods. With limited market development dollars, the program is targeting mid-sized bakeries and frozen dough companies in addition to hot prospects among the major baked goods manufacturers. Mid-sized bakeries have the flexibility in new product development that large manufacturers lack. To make the case for kernels, the second year of the three-year marketing program will: (1) Use omnibus research to show that consumers have a positive image of kernel. (2) Leverage nutrient analysis results with industry media, as well as marketing executives, to show that kernel has some of today’s “hottest” nutrients. (3) Enlist baking experts (e.g., media, the American Institute of Baking (AIB), and Bert D’Appolonia, baking expert and professor emeritus of the Department of Cereal Science at North Dakota State University) to credibly reach the greatest number of industry decision makers. In omnibus consumer survey was conducted this past October by Bruskin/Goldring. The feedback on kernel was excellent., with the survey revealing that sunflower consumption is increasing. Here are just a few key findings: • The number of Americans who never ate sunflower kernel dropped from 51 percent in 1989 to 39 percent in 1999. • Nine percent of those polled consider themselves to be frequent consumers of sunflower. • Forty-four percent feel a label saying “made with sunflower kernel” implies the product is more healthful. In conjunction with the consumer survey, NSA hired Dr. Katherine M. Phillips, researcher at Virginia Polytechnic Institute and State University, to conduct a literature review and nutrient analysis on sunflower kernel. A draft of the literature summary is being reviewed, and results from the kernel analysis are expected this summer. The results from both research projects will be used in media publicity tactics, as well as in the “Sunflower Power Marketing Kit” (currently being developed), and in short-course seminars sponsored by the American Institute of Baking. The short-course seminars offered by AIB enable the NSA to reach mid-level bakeries through seminars, educational materials or inclusion in newsletters, thereby providing marketers and R&D professionals with information that can help inspire them to create marketable sunflower-enhanced products. Short-courses that meet these sunflower-specific needs will take place in July and September. The upcoming Sunflower Power Marketing Kit will build the case for kernel in the United States by documenting consumer attitudes toward kernel, nutrition and health advantages of kernel, as well as the powerful profit potential of using kernel rather than alternative ingredients in artisan breads and other baked goods. Bagels with and without sunflower kernel will be included in the kit to give recipients a tangible example of the difference sun kernel will make in their products. Two hundred of these kits will be developed and sent to target bakers and food marketing executives across the country. Additional kits will be developed for NSA members and for use in media publicity kits and as trade show handouts. As previously indicated, this is the second year of a three-year marketing communications program conducted by Fleishman Hillard on behalf of the National Sunflower Association. Year one results included seven one-on-one meetings with three major firms (Safeway, Pepperidge Farm and Interstate Baking Corporation) who agreed to test sun kernel in research and development labs. Should even one of these companies decide to incorporate sunflower kernel into a product, the potential for increased kernel sales is $1.3 million. Program elements begun during year one and continuing throughout the program include working with editors of trade publications to identify opportunities to obtain editorial coverage for sun kernel, as well as continuing one-on-one meetings with bakers to promote the use of sunflower kernel as an ingredient.  Back to Utilization/Trade Stories Back to Archive Categories
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