Social media increase in followers:

1. IFF Update, February 2014 • Top activities this month: • Field Mom tour at Ultra Foods • 18 Field Moms attended the Ultra Foods tour and met farmers Michele Aavang and Donna Jeschke along with dietician Jodie Shield. During the tour moms learned about misleading labels, absence food marketing and nutritional information. Field Moms eagerly asked questions about organic vs. conventional farming and other food concerns. Moms also received farmer “pen pals” that they will connect with on a regular basis about food, farming and more. • Dairy farmer, Linda Drendel and her daughter Julie, spoke to a group of 8 moms near Chicago. The group asked many questions about antibiotics, hormones, and raw and organic milk. Some moms expressed interest in the Field Mom program and the program’s organizer indicated interest in other opportunities for speaking engagements. • Through a Pinterest conversation, IFF was able to respond to a follower’s question about why dairy farmers are pledging not to inject their cows with hormones if it is in fact safe. IFF explained it’s a marketing decision and not a food safety concern. Field Mom comments from Ultra Foods post-tour survey: “I also have a new appreciation for frozen and canned veggies. Anytime a presentation can change years of behavior in one afternoon I consider it extremely effective.” –Field Mom “I appreciated learning the exact definitions on the terms used in labeling such as grass-fed, locally grown, non-caged, etc.”  -Field Mom • Upcoming events: • The Field Moms will tour Goulds family hog farm on March 29. Field Moms will see piglets and learn about farrowing. • Farmer, Michele Aavang, will speak to a group at East Bank Fitness Club. An event invite was sent out to the club’s membership of 10,000. • Brand Ambassador blog posts: • What do farmers do in the winter? • Ask a farmer • How to read food labels • Kids in the barn and calves in the basement • Get ready for National Ag Day • Not funny, Chipotle • Are GMOs the answer to world peace? Social media increase in followers: Top 5 WatchUsGrow.org traffic referral sites: • Facebook (mobile) • Facebook • Pinterest • Ilfb.org • YouTube Social media by the numbers: • 120,700 – number of Facebook users who have seen IFF content through advertising efforts. • 3,100+ - likes on Facebook • 158 –daily average number of times IFF pins appeared in Pinterest main feed, search results or on boards. • 125 – average number of visitors to the IFF website monthly from Pinterest. Farmer, Michele Aavang, shares information on the different types of beef and beef labels with the Field Moms.