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Domestic Promotion
January 09, 2004
What a landmark year for promoting dry beans!
The Northarvest Bean Growers Association launched the "Who's Laughing Now?" campaign - a promotion that will go city by city across the country with the news about the amazing health and nutritional benefits of dry beans.
The campaign is unique in the way it uses humor to attract attention. Research shows that most people think of flatulence first when they think of beans. The campaign gets around this "giggle factor" associated with beans by tackling it head-on. In fact, this "amusement quotient" provides the power to get people to listen to how beans can help them cut cholesterol levels, reduce the risk of cancer and lose weight.
Billboards, commuter train and truck wraps ask: "Toot if you like beans."
Transtops and bus benches declare: "Live to be an old fart."
Signs ask: "Who cut the cholesterol?" and "Ever seen an obsese cowboy?"
All these and other ads direct consumers to a new Web site, www.magicalfruit.org for more information about beans.
Early response has been overwhelmingly positive.
Also this year, the Northarvest Bean Growers Association:
* Completed an extensive educational curriculum featuring beans for elementary school children and took part in North Dakota and Minnesota agriculture in the classroom programs and trade shows.
* Participated in local, regional and national restaurant, dietitian and foodservice conventions and food shows.
* Brought together human nutrition scientists and plant breeders in a national conference to talk about ways they could work together to improve health-based marketing opportunities for dry beans.
* Supported American Dry Bean Board projects to promote beans through publication of a four-art health research series; distribution of recipe releases and feature stories to newspapers and magazines and the redesign and maintenance of the consumer Web site, www.americanbean.org.
Promotion Committee
The Northarvest Bean Growers Association's Promotion Committee creates and directs promotion activities.
Current members are:
Jim Sletten, Northwood, N.D.
Mike Beltz, Hillsboro, N.D.
Hattie Melvin, Buffalo, N.D.
Mark Dombeck, Perham, MN
Mike Beelner, Park Rapids, MN
Mark Welling, Montevideo, MN
Gary Paur, Gilby, N.D.
Alan Juliuson, Hope, N.D.
Marty Hettervig, Buxton, N.D.
Kevin Anderson, East Grand Forks, MN
Jon Ewy, Deer Creek, MN
Mark Streed, Mian, MN
American Dry Bean Board
6707 Old Dominion Drive, Suite 315
McLean, VA 22101
Ph: (703) 556-9304
Fax: (703) 556-9301
Email: bean@prairieweb.com
Website: www.americanbean.org
Current Northarvest Bean Growers Association representatives to the American Dry Bean Board are:
Delegate:
Alan Juliuson, Hope, N.D.
Alternate
Mark Streed, Milan, MN
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