BEAN DAY - Northarvest Bean Growers Association

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How do NDBC members decide which countries to target? They categorize them according to dry bean sale trends. The following are descriptions of the categories and NDBC promotion activities for each: Growth markets -- Sales volumes are projected to increase over the next 3-5 years. The NDBC attempts to familiarize the trade and consumers with U.S. dry beans. If U.S. dry bean products are already common , they attempt to increase sales through food, recipe and health promotions. Maintenance markets -- Sales volumes are strong, but projected to be static. NDBC aims activities at preventing declines in current sales volumes Green -- France, Mexico, Middle East, Algeria, Moroccoa, Egypt, Tunisia, Brazil Red -- Germany, Netherlands, Begium, France, Spain, Portugal, Italy Japan, Spain, United Kindgdom, Turkey, Dominican Republic, Haiti and Cuba Market consultants NDBC’s representatives overseas include: * David McLellan, Barcelona, Spain. * Raul Cabellero, Sta Monica, Mexcio * Jeff McNeill, Toyko, Japan. * Johanna Stobvbs, Paris, France. * Neil Gordon, Pinner, England. * Jois Alaby, Atibala, Brazil. * Peggy Sheehan, Food Aid Representative, NDBC’s market development strategy Declining markets -- Sales volumes in mature markets are projected to decline despite promotion efforts. NDBC does not conduct any promotion activities in these markets until conditions change and the market reaches another category. Prospective markets -- Have growth potential, but is not yet importing volume levels that warrant a full promotion program. NDBC Activities include introductory informational campaigns, trade msisions and reverse trade missions. Opportuntistic markets -- Does not consistently purchase U.S. dry beans, but in years of short local supply or shortages from other countries they buy large volumes of U.S. beans. NDBC The Northarvest Bean Growers Association’s degelates to the National Dry Bean Council are: Mark Sletten Hatton, N.D. (701) 543-4079 Phil Longtin Walhalla, N.D. (701) 549-2356 National Dry Bean Council Members California Dry Bean Advisory Board California Bean Shippers Association Colorado Dry Bean Administrative Committee Idaho Bean Commission Michigan Bean Commission Michigan Bean Shippers Association Nebraska Dry Bean Commission New York State Bean Shippers Association North Central Bean Dealers Association Northarvest Bean Growers Association Rocky Mountain Bean Dealers Association Washington Bean Dealers Association Western Bean Dealers Association NORTHARVEST BEAN GROWER January-February 2001 Page 17
Domestic Promotion Hundreds of articles in newspapers and magazines, and dozen of broadcasts on radio and television... Chefs praising beans... Recipe contests for kids, school food service professionals... One-on-one meetings with food industry magazine editors... A parntership with Westin hotels... Publishing of calendars, recipes, brochures... Conducting research surveys... What’s do these and dozens of other promotion activities in 1999-2000 add up to? More people eating beans, we hope! At least no one can resaonably argue that folks don’t know beans about beans. All these activities and dozens of others were part of the Northarvest Bean Growers Association’s 1999- 2000 domestic promotion campaign. Running through every activity -from exhibiting at the North Dakota School Foood Service Association to having Willard Scott of the Today Show kick off Baked Bean month -- is a theme that beans are good tasting, healthy food that is versatile, easy to prepare and a perfect fit for today’s busy lifestyle. Local promotions Kids recipe contest. Winner announcement sent to food services and 450 newspapers in MN & Starwood Celebrity chef bean recipes featured for two months at 70 Westin Hotels. Northarvest logo on menu and signage. Page 18 NORTHARVEST BEAN GROWER January-February 2001 What’s Bean Happening! Media relations Generated featured stories about bean cookery and recipes in trade and consumer magazines, and built relationships Beans on campus Recipe cards developed and mailed to 800 college food service directors. Bean of the month Recipe contest for school foodservice professionals conducted. Winners featured in special calendar distributed at
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BEAN DAY - Northarvest Bean Growers Association

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