Northarvest Works to Develop Aggressive Health Promotion and Public Relations Plan for Dry Beans
January 24, 2007
The Health Promotion Committee (chaired by Alan Juliuson) of the newly consolidated United States Dry Bean Council is working with Marr Barr Communications in the development of an aggressive health promotion and public relations plan for calendar years 2007 and 2008.
Components of the plan under consideration include:
" Domestic Health Promotion Increased consumption of U.S. beans among consumers in the United States (Increase health awareness of the health benefits of beans and increase per capita consumption of beans).
" Define Target Consumer Audience.
" Key Health and Food Influencer Programs (influence the influencers).
" Develop a Bean Team.
" Identify and train bean-health advocates in the nutrition, health, culinary fields.
" Train MBC RD spokespersons.
" Media Spotlight -- Create news about beans and build media relations focused on meaningful consumer health benefits to keep beans in the media spotlight.
" Utilize, Maintain, and Refresh Website
" Government Outreach
" Undertake Member Communications
" Conduct Consumer Research
The Health Promotion Committee has identified and discussed five key projects for early focus:
" Promote Beans for Health-related research results from the four research teams work which was underwritten by the BHA.
" Repeat BHAs Bean Alley success with USDBC members booths clustered (three on each side of an aisle for added real estate and attention) at the American Dietetic Associations annual meeting, the Food & Nutrition Conference and Exposition (FNCE).
" Promote the bean-related Dietary Guidance Message put forth by the FDA in January 2005.
" The new USDBC Website, which MBC is currently developing and whose budget is separate from the proposal.
" Develop fresh USDBC media kit, utilizing as many already-generated materials from various members.
All of the USDBC Committees are working toward a future of increased markets for Northarvest Bean Growers Association members. Mark Myrdal of Edinburg, North Dakota and Mark Streed of Milan, Minnesota represented Northarvest in 2005 with Alan Juliuson of Hope, North Dakota taking over for Streed in January 2006.