Food is a 4-Letter Word MARY CHRIST-ERWIN, PORTER NOVELLI March 21, 2019

1. Food is a 4-Letter Word MARY CHRIST-ERWIN, PORTER NOVELLI March 21, 2019

2. Language (n.) The system of communication used by a particular community or country.

3. Communication (n.) A process by which information is exchanged between individuals through a common system of symbols, signs or behavior.

4. Role (n.) The function assumed or part played by a person or thing in a particular situation.

5. Brand (n.) A name, term, design, symbol or other feature that publicly distinguishes and organization or product from others and is easily communicated.

6. You have a role. You build a brand. Parent, teen, lawyer, scientist, marketer, advocate, politician

7. Approach the Conversation with Values-Based Messaging Relatable values and facts, common values, Anti-messages emotion and therefore powerful

8. Food: the common denominator Everyone is an expert with tension the result

9. Top Global Trends In Food & Nutrition at Food 3000 1. Sustainability 2. Gut health 3. Plant-based protein 4. Clean labels 5. Reduced sugar

10. Top Global Trends in Agriculture 1. Genetic technologies 2. Waste reduction, creativity in growing locations 3. Local 4. Organic

11. Single Biggest Challenges Facing Agriculture? 1. Water 2. Available land, perceptions of genetic technologies 3. Perceptions of crop protection products

12. Define “Big Agriculture” Profitable, large, greedy, control farmers/agriculture, propel technologies forward, employer of small farmers/operations, international, multiple platforms, Del Monte/Campbell's/Tyson's, factory farms, corporate, food industry giants victimizing consumers with cheap, unhealthy food, cutting edge, corporate with small farmer values, family-owned, lobby & advocate for agriculture, industrial scale production, Monsanto, mass producers, users of technology, contract with food companies, corporate-owned, modern, efficient, sustainable (or not), large conventional or organic food production, not family-owned, faceless, human-less, > 10,000 acres, perception of animal mistreatment & indiscriminate use of pesticides & GMOs

13. MEDIA HEALTHCARE PROFESSIONALS PEERS ADVOCACY GOVERNMENT NGOS POLICY FOOD INDUSTRY CONSUMERS

14. Filters: Trust & Integrity

15. ANTI,ANTI, ANTI... • Transparencydemandsgobeyond"natural" • The birthchild of transparency - cleanfoodand cleanlabels...ingredients,pesticides,bioengineering…what about clean and healthy? No regulatory definition. • Consumersandstakeholders largely lackunderstanding ofimplications ofdemands -safety,shelflife – but it is reality. • Everyoneiswatching

16. TENSION Science, marketing and consumer will

17. Multiple Voices…Different World Views WHO, Dietary Guidelines for Americans, EFSA Sugar taxes, black box labeling Nutrition for children age 0-2

18. QUESTFORDIETARY VILLAINSCONTINUES • Blamegamealiveandwell • Globalconversation • Facts/dataforced into an existing POV – plant v. dairy f'.·. , 4-,... " • •.·.. -t.,;-.•.. Good calories? Bad Calories? '•·

19. PROCESSEDFOODMARGINALIZEDINAWORLDWHEREEVERYTHINGISPROCESSED • Lackofknowledgeofagriculture, distribution,foodscience...

20. Crisis & Issues Planning • Our approach to crisis preparedness and management looks internally and externally at the key factors that predict or impact a crisis situation. Reputation Narrative Business & Marketplace Realities A focused, topical narrative that resonates with current and potential consumers, the industry, the local market and beyond Where your company and industry are now and where they are headed Channels Communication Behavior Your tactical ecosystem including media, influencers, culture and other content distribution platforms This involves how you act within the communications context

21. Tools for managing a crisis Crisis Playbook Crisis Simulation • Multimedia exercise designed to mimic a real-life event • Test your team’s ability to organize itself and efficiently make sound decisions. • Practice communicating with a variety of audiences • Uncover gaps in your existing protocols and strengthen your crisis playbook. • Crisis management protocols. • Roles and responsibilities clearly defined • Risk assessment • Messaging and plans for each scenario • Stakeholders mapped PN Radar Crisis Platform • Reputation management and issues tracking operated by a dedicated team of Porter Novelli media analysts • Round-the-clock issues monitoring of digital and traditional media • Real-time tracking and mitigation • Trend analysis • Crisis preparedness plans accessible on any mobile device from iPhones and Android phones to tablets and laptops. • Customized with top scenarios, drawer statements, contacts, work-flows and protocols

22. Crisis Spokesperson Training TRAINING FUNDAMENTALS • Developing a pre-interview strategy • Internalizing key messages to ensure their strategic delivery • Understanding the reporter/audience and applying key messages accordingly • Appreciating how to leverage anecdotes, statistics and industry projections • Identifying different approaches for managing sticky questions and minimizing “surprise” situations • Using messages to help guide questions and discussions • Knowing body language and wardrobe secrets • Crisis spokesperson training is not the same as media training. Some of the principles are the same, but preparing someone to speak on behalf of an organization during a crisis is a more intense affair. • Very few people from [COMPANY] should talk to the press during a crisis, but senior members of your team will talk to stakeholders such as customers, elected officials, partners, advocacy groups, and employees. • We’ll work with you to train anyone who would have broad responsibility for speaking to external audiences to handle difficult, and even hostile, questioning. WE WILL PREPARE YOU FOR WHEN… • [COMPANY] is the focus of news • [COMPANY] leaders are sought out as industry experts • [COMPANY] leaders are speaking at a conference or industry trade show

23. Our Dual-Purpose Measurement Process Measurement as an Optimization/Evaluation Exercise • Identify Metrics: • Identify output, outcome and impact metrics (and owners) to demonstrate progress against objectives • Set KPIs: • Benchmark and review past performance to set demonstrable success indicators • Optimize: • Continuously review and analyze the data to optimize program performance Measurement as a Strategic Planning Exercise • Define Objectives: • Define specific and measureable brand and program objectives • Map Audience(s): • Map micro-targeted audience to each objective • Define Call to Action (CTA): • Develop audience-specific CTAs to be delivered through a spectrum of PESO activities INTEGRATED COMMUNICATIONS PLAN DEVELOPMENT Always Evolve: Course-correct and guide future strategy by incorporating learnings from measurement process 23

25. Sources Influencing

26. Shared Values are 3 to 5x More Important Trust

27. Have clear social media guidelines. Don’t delete negative comments. Create a response plan. Engage directly with the source. Timely engagement is important. “No one cares how much you know, until they know how much you care.” Theodore Roosevelt Trust

28. Unique Approach Listen without judgement. Aske questions to invite dialogue. Acknowledge and understand. Share you perspective through values. Trust

29. Audit to see if maximizing your opportunity • Consistently promote your work and products • Proactively share your daily struggles and add mindful information; don’t assume known • Spotlighting the emotional side vs just the functional • Enhance your social influencer • Seek strategic alliances • Join forces to form creative, fresh offerings • Connect the dots for those wanting more details as well as transparency • Capitalize on efficiencies • Make use of social networks • Going, going… gone • Brand trust/loyalty starts now • Marketing is no longer about stuff, but about the stories you tell What next? Trust

30. Lead with Ideas Not Credentials

31. Don’t Abandon Science & Facts Source:Nielsen(2014) 28

32. Build Bridges, Not Walls

33. Thank you! Questions? THANK YOU! ANY QUESTIONS?