Notes from Foodservice Committee calls

Below you’ll find summaries of our August 4 and September 8, 2010, Foodservice Conference Calls.

We’ll be taking a break in October, to start implementing some of these great ideas. When we decide on a time for the next call (probably in November) we’ll put a notice here and email all those who have expressed interest in being included. In the meantime, don’t hesitate to email Cynthia Harriman if you have any great ideas for promoting whole grains in foodservice.

Notes from our September 8, 2010 Foodservice Call

Participating: Cindy Harriman and Kara Berrini (Oldways); Mike Holleman (Indian Harvest); Tim Steiner and Cathy Nehl (Bob’s Red Mill);  Shannon Yuen (Domino’s); Barbara Mattaliano (Goose Valley Wild Rice); Jill Robbins (HomeFree); Abby Ceule and Kerri Medlicott (Caravan); Alexei Rudolf (Barilla); Alison Kovaleski (Ralcorp Frozen).
 
Here’s an informal summary of ideas from our September 8 call, about how the WGC could offer additional support to the foodservice market.  Since we centered on schools last time, our goal today was to flesh out ideas beyond the schools market.
 
We opened the call with an update on the status of all the great ideas from our August call. WGC staff has been largely occupied with Whole Grains Month activities and next month’s Whole Grains Challenge – but we’ve started on three of the projects:
            1. We’ve begun writing the Menu Descriptions.
            2. We’ve compiled a list of possible foodservice speaking opportunities.
            3. We’re gathering samples of “best of foodservice WG promos” for a PDF
 
A. Tools for Foodservice Operators
We agreed that some of the ideas from last month – such as word “sound bites” of different grains to help foodservice with making mouthwatering menu descriptions – would be very useful. Also suggested were:
 
1. Table tents and/or menu clips
 
2. More extensive wording / back-story info for pre-meal server instruction. Include a basic glossary, like what’s the difference between whole wheat and whole grain.
 
3. Menu Symbol – a WGC Menu Symbol already exists, attesting to a certain minimum of whole grain; we should make it more widely known and used; a standard would be very useful. We should also consider creating a slogan of 2 or 3 words to be used (optionally) with the Menu Symbol, perhaps something like “Deliciously healthy.”

Info here about Menu Symbol, FYI: http://wholegrainscouncil.org/whole-grain-stamp/restaurant-menu-symbol
 
4. Information that operators could put on their websites.
 
B. Communication Messages
People “get” that whole grains are healthy; there’s no point in pushing the idea of nutrition and health – in fact, that approach can be a turn-off. Instead, we should try messages like this:
 
1. Premium – stress that whole grains are more full-flavored, more interesting, higher quality, have more personality. Even if they may cost a small amount more, they are worth a lot more, so they are still a good value. And restaurants can usually charge more!
 
2. “The New Norm” – Publicize stories about whole grains as the default in leading foodservice operations.  The perception of how far whole grains have come is not as advanced as the reality. Comic campaign idea: Where’s the Whole Grain? (“What! You mean you don’t have any whole grains!”)  [Our Jan 31-Feb 2 conference in Portland OR is titled “Whole Grains: The New Norm” and we’ll be weaving this theme into many of our projects in the coming year.]
 
3. Draw attn to foodservice operator – “We’re proud to serve whole grains” (Tell them “we’re offering this tool to make you look good.”)
 
4. Our message to Operators: it’s easy. Our message to consumer: it’s delicious.
 
5. Spread the word about consumer attitudes and consumer desire for whole grains – “get some stats that demolis the idea that consumers only want big, sugary, cheap.” [Do a survey. What do you want? What will you pay?]
 
6. Make sure that the buzz about gluten free doesn’t drown out the whole grains message.
 
C. Media and Outreach Ideas
 
1. See B2 above – find stories of whole grain successes in foodservice and do a more aggressive job of spreading the word, using them as positive examples. Media love local stories, and FS operators respond to stories from peers.
 
2. IFEC – go to the International Foodservice Editorial Council Nov 8-11 in New Orleans.
 
3. Strengthen relationships directly with the largest contract management firms (Compass, Sodexo, Aramark, etc.) and the top 50 foodservice companies. Especially healthcare “practice what you preach.”
 
4. Become active in Linked-In foodservice groups (any ideas?)
 
5. Reach restaurants through Open Table?
 
6. Work with Healthy Dining Finder (we already are).
 
7. Work with vending machine companies. Compass (Canteen) has new vending person. (WGC has been researching healthy vending companies.)
 
8. IFMA – International Foodservice Manufacturers’ Assn.
 
D. Foodservice Workshop for WGC Conference in Portland
We are organizing a foodservice workshop at the end of our January 31-Feb 2 conference in Portland. Just as we designed our last conference, in Alexandria VA with a workshop to facilitate dialog with government policymakers, we’d like to design this workshop as an opportunity for interaction and dialog between manufacturers, foodservice operators, and distributors.
 
With this basic concept in mind, those on the call offered a few suggestions for structuring the workshop:
 
1. Invite distributors and GPOs (Group Purchasing Organizations). It’s likely we’ll have good representation from the other two groups in any event – but we need to work to get distributros and GPOs involved.  Both of these groups can indeed be frustrating bottlenecks!  [Find out how to get approved by them.]
 
2. Consider focusing on perhaps two segments – maybe schools and workplace – as the foodservice world is very fragmented.
 
3. Make sure there’s plenty of time for round table discussions, and then consolidation and summary.
 
 
Best regards,
Cindy
————————————
Cynthia Harriman
Director of Food and Nutrition Strategies
Oldways / The Whole Grains Council

Notes from our August 4, 2010 call

Participating: Kara Berrini and Cindy Harriman (Oldways / Whole Grains Council); Mike Holleman and Julie Marino (Indian Harvest Specialtifoods); George Eckrich (Dr. Kracker); Tim Steiner and Cathy Nehl (Bob’s Red Mill); Stephanie Raupp (Domino’s School Lunch Marketing); Barbara Mattaliano (Goose Valley Natural Foods); Jill Robbins (HomeFree); Michele Malo (Barilla)

Here’s an informal summary of creative ideas from our August 4 call, about how the WGC could offer additional support to the foodservice market. We’ll certainly look at all of them closely, although we can’t promise how many we’ll be able to do! (So many ideas… so little time.) Although much of the conversation centered on schools, many ideas would be applicable to foodservice in all categories.

A. Create support materials for foodservice.

WGC could distribute these directly to foodservice and WGC members could also distribute to their FS customers.

1. Help foodservice to write compelling menu descriptions with a “cheat sheet” of whole grain information.

Short form: Write 2 or 3 sentences on what’s unique about each whole grain.

Long form: Write 2 or 3 paragraphs about each whole grain.

2. Design an 8 ½ x 11 promo about whole grains for Point of Sale use.

Something catchy and informative folks can read while waiting in line, to prompt more WG choices.

Should be a downloadable PDF that can easily be printed and stuck in a frame.

3. Create a PDF of “the Best of Foodservice WG Promotion”

In three years of running our Whole Grains Challenge foodservice award program, the WGC has amassed some great examples of whole grain promotions. We can (and will!) put these together and share them as widely as possible to inspire others.

4. Make school materials available at 3 levels: elementary, middle school and HS

Materials should be directed to the students, but keep in mind that parents will see them too.

Make schools more aware of existing WGC materials under School Resources in our Resources tab.

B. Make a special effort to reach high school students.

Elementary kids are coming over to whole grains, and so are college kids, but HS kids are hold-outs. How can we reach them?

1. POS signage as above, but aimed specifically at HS students.

2. A possible YouTube video contest. Ideas for consideration include

—a. A cooking demo contest with aspiring young chefs. Chance to meet some big-name chef? (pad that college résumé!)
—b. Just Ask (see E below) theme — Kids filming each other asking for WG in food outlets.
—c. What is a whole grain and why is it good for you? (email suggestion after the call)
—d. Prizes: kayak? $5000 scholarship?

3. Support materials for students who want to be WG evangelists in their schools.

How can we support the kid lobbying the cafeteria or school board for better food? If we could create a short presentation or some focused talking points, maybe we could help more kids have more success.

C. Speak at as many foodservice professional events or inservices as possible.

Yes! Kara and I love to speak to groups.

1. Please send us suggestions of groups (NACUFS, WCR, WFF, SNA. etc.) including any contact information or other context that would be helpful, and we’ll make it known we’re available to help people understand the how and why of whole grains.

2. If you’re already planning a session at a conference or event, please consider sponsoring a WGC speaker as part of your panel — or we can plan the whole session!

D. Organize a National Whole Grain Sampling Day.

Often, consumers are surprised to try whole grains for the first time and discover they enjoy them. With support from WGC staff, WGC members would band together to fund and support a nationwide event encouraging people to try new whole grain foods. Preliminary thoughts on this event include:

1. Pick a day in Q1, if possible, before the schools’ Bid Season is underway.

2. Line up manufacturers willing to offer a case of product.

3. Provide support materials to schools (could include many ideas above)

E. Revive and Re-energize the Just Ask for Whole Grains campaign.

Consumer demand is essential to getting whole grain products into foodservice – and to making sure they sell through and stay there. The WGC should re-emphasize its successful Just Ask for Whole Grains campaign to keep demand growing.

F. Collaborate with other School Food Advocates

There could be useful synergies achieved if the WGC teams up with other groups promoting healthier school foods, such as the Farm to Schools movement and Ann Cooper.

Kara and I thank you again for your participation in the call, and for the email follow-ups from some of you already!

Best regards,
Cindy

————————————
Cynthia Harriman
Director of Food and Nutrition Strategies
Oldways / The Whole Grains Council
WholeGrainsCouncil.org and Oldwayspt.org