| October 8, 2004 |
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Editor:
Joanne C. Ivy |
In This Issue:
New
Research Impacts Media
Promotion
Targets Elementary Students
Egg
Safety Program Calendar
Eggs
Can Lower Caloric Intake
Tech-Savvy
Recipe Publicity
ENC
Conducts Educational Outreach Program
AEB
Sets Records for Positive Egg Publicity
AEB
Exhibits at World Food Moscow Show ‘04
AEB
To Hold Retail Workshop
American Dietetic Association
Welcomes an EGGstra Special Host
Continuing a tradition established in 1994, the American Egg Board and
Egg Nutrition Center sponsored the Past Presidents’ annual luncheon during
the American Dietetic Association (ADA) 2004 annual meeting held October
2-5 in Anaheim, California. During the luncheon, Dr. Donald McNamara
presented to ADA’s most tenured and influential leaders the newest
research about the role eggs play in a healthy diet. Guests enjoyed one of
AEB’s delicious recipes, the California Cobb Salad, and also received a
yellow and silver glass egg to commemorate the event. To solidify its
relationship with this influential group, at each year’s luncheon, AEB
presents a different colored glass egg to the Past Presidents, creating
for them a memorable collection.
ADA’s annual meeting was also
utilized as an opportunity to hold a meeting of AEB’s egg ambassadors, a
group of influential dietitians who communicate positive messages on
behalf of AEB and ENC to the media, consumers, clients, and to their
peers. During the meeting, AEB’s egg ambassadors heard about key egg
industry-related nutrition activities and initiatives from representatives
of AEB, ENC, and Aronow Communications.
In addition, close to 7,000
dietitians from across the U.S. attended the ADA Food & Nutrition
Conference & Expo. AEB and ENC staffed adjacent exhibit booths at the
expo, which provided the opportunity to interact one-on-one with these
food professionals. AEB and ENC exhibit booths distributed the latest
nutrition and egg handling materials, recipes, product information
booklets, and promotional materials.
An American Egg Board-funded study by Nikhil Dhurandar, Ph.D. at Wayne
State University in Michigan has shown that when study subjects had a
breakfast of two eggs (with toast and jelly) they had greater satiety
(felt fuller longer) and consumed 430 less calories over the 24 hour
period following the breakfast than when they had a breakfast of a bagel,
cream cheese and yogurt. The breakfasts had the same amount of calories
and the same weight and both breakfasts were tested in each individual so
these factors cannot account for the differences.
As many people
attest, eggs for breakfast stays with you longer, and you don’t get hungry
so quickly. The results of this study will be presented in November at the
annual meeting of the North American Society for the Study of Obesity
(NASSO) in Las Vegas, Nevada.
Future studies are planned by Dr.
Dhurandar to determine the long term effects of egg intake on weight loss
in obese subjects.
Howard is overwhelmed by the incredible eggspression of get well wishes
following his recent surgery. He expects to resume his traveling and
demonstrations after the first of the year, but in the meantime, Howard is
resting -- well, as much as Howard knows how to rest -- and continuing his
public relations work with the food editors of the national consumer
magazines in New York.
American Egg Board and the Egg Nutrition Center
teamed up with two prestigious academic institutions to promote two
studies which conclude that eggs are both eye and heart friendly. In
collaboration with the University of Connecticut, one study, which was
published in the June 2004 issue of Metabolism, found that egg
cholesterol does not impact the harmful LDL (or bad) cholesterol particles
in the blood and that eating eggs doesn't raise the heart disease risk
profile. These findings, coupled with results of previous research,
demonstrate that a diet low in saturated fat and trans-fatty acids, rather
than dietary cholesterol, is necessary to decrease risk of cardiovascular
disease.
In August 2004, a second study, done at the Jean Mayer
USDA Human Nutrition Research Center on Aging at Tufts University and
published in the Journal of Nutrition, found that eggs provided the
best bioavailable source of lutein, a carotenoid which helps protect
against age-related macular degeneration and cataracts, as well as
lowering risk for some forms of cancer and heart disease. Participants'
lutein blood levels were approximately three times higher after eating
eggs compared to other lutein sources. It is possible that "lutein from
eggs is more readily absorbed into the bloodstream than lutein from other
sources because of components in the egg's yolk, such as lecithin," said
the study's lead author, Elizabeth J. Johnson, Ph.D.
The results of
the promotion of both studies were incorporated into print articles and
national broadcast segments. Stay tuned as we continue to generate the
public's awareness that eggs are an excellent, inexpensive source of
beneficial nutrients!
According to its maker, ValuSoft,
MasterCookTM is "America's Favorite #1 Best Selling Cooking
Software." The latest Version 8.0 of the program credits The incredible
edible eggTM for contributing to the "7,000+ delicious recipes"
it boasts. AEB's recipe and photo donation filled in gaps in the ValuSoft
egg repertoire, including such items as egg soups, deviled eggs, a poached
entree, strata, frittata, and an omelet, as well as both top-of-range and
oven-baked eggs.
Along with thousands of recipes, the
MasterCookTM program includes: a grocery list function; a
search capability for low-carb, low-fat, low-sodium, no-sugar,
gluten-free, lactose-free, and Kosher recipes, as well as the ability to
find recipes by ingredient, food type, or cooking time; nutritional
analysis of
recipes; how-to tips and instructional videos, including
portions of the textbook, On Baking; a recipe increase/decrease program
for serving large or small groups; meal/menu planning information; and
storage/management capacity for recipes and photos imported from the Web,
cookbooks, magazines, and other sources. The MasterCookTM
program is available to consumers across the country through stores
retailing computer software.
Perhaps no topic is as important as building business with
retail customers. Retail accounts for 60% of shell egg volume and has been
growing faster than the industry average for the past several years. In
response to supplier interest in acquiring an in-depth understanding of
the category dynamics that affect decisions by supermarket chains and
retail egg buyers, AEB is announcing a Retail Egg Workshop 2004 to be held
December 1-2 at the Embassy Suites Hotel in Rosemont, Illinois (see
attached leaflet). The Embassy Suites Hotel is located very near to
Chicago O'Hare Airport (brochure enclosed).
This two-day session
will cover a wide range of topics including an open consumer focus group,
a retailer panel featuring category managers from several major chains, a
hands-on workshop for building effective retail egg programs, and lots
more. Attendees will receive information on the latest consumer trends,
egg category dynamics, distribution economics, and AEB support tools.
Participants will be able to ask questions and get direct feedback from
egg consumers and retail buyers. The program is designed to be highly
interactive and keep everyone involved. Register now as space is
limited.
The Egg Nutrition Center's educational outreach program is a
coordinated effort to provide current nutrition and food safety
information through presentations provided by Drs. McNamara and Thesmar,
as well as exhibits at thirteen health professional conferences offering
educational materials that cover a wide range of nutrition and food safety
topics. As an added enticement, this year ENC is offering conference
attendees the opportunity to determine their body composition while
learning more about the benefits of protein intake from eggs, a
high-quality protein source rich in nutrients and low in calories.
This year's exhibits provide nutrition and food safety messages to
health professionals at conference locations throughout the country. At
each location health professionals are offered a folder full of nutrition
fact sheets written by ENC staff and tailored
to meet the needs of
conference attendees. Copies of ENC's two publications, Nutrition
Realities and Nutrition Close-Up are available for distribution
and the ENC booth offers an issue of the Journal of American College of
Nutrition supplement highlighting egg research as well as colorful
brochures and posters.
Attendees leave the conference with a
greater understanding of why eggs are a natural, inexpensive, healthy,
convenient, and delicious part of their patient's diet.
ENC has
exhibited at the following health professional conferences in 2004:
American College of Preventative Medicine; American Medical Student
Association; Nursing 2004; Sports, Cardiovascular and Wellness
Nutritionists; American Geriatric Society; XIV International Congress of
Dietitians; American College of Nurse Midwives; Primary Medicine West;
American Association of Family and Consumer Scientists; Society of
Nutrition Education; American Dietetic Association; Primary Medicine East;
American Osteopathic Association; and North American Society for the Study
of Obesity.
Newspaper Recipe
Publicity
For its high audited circulation of 18,355,944, "Easy,
Eggs'citing Dinners," the newspaper color page for 2003 National Egg
Month, won AEB its 8th Page of the Year award from Electronic Color
Editorial Service. The page was used by 335 papers in 46 states. Had
advertising space been purchased for the material, the coverage would have
been worth $1,867,492. With the baking page, "Easy, Elegant Custards,”
total equivalent ad value for 2003 was over $3.6
million.
"Scramble Up a Meal . . . in a Hurry!,” 2004's
National Egg Month page, coordinated with the "Think Fast. Think Eggs."
campaign by providing recipes for three nutritious, easy and interestingly
flavored entrees, plus a dessert - all suitable for meals or snacks any
time of day. The 339 papers in all 50 states which
used the material had a combined audited circulation of 16,438,367. Ad
space comparable to that devoted to the page would have cost over $1.8
million if AEB had purchased the coverage instead of obtaining it
through publicity efforts.
Now, for this fall and winter, AEB is
making pie preparation easy for both baking novices and experienced home
bakers alike through a new color page for newspaper food editors - "You
Can Bake a Pretty Pie.” The included recipes are American favorites: Lemon
Meringue, French Silk, and Pecan pies plus a cheesecake in pie format,
Bananas Foster Cheese Pie.
With the release of "Have a Hassle-Free
Brunch,” featuring Ham and Eggs en Croute, 10 of 11 print-ready
black-and-white articles planned for 2004 have now been sent to editors of
weeklies and smaller daily papers. To date, the
releases have garnered an estimated 1,484 placements with an estimated
total circulation of 3,142,271. "Dinner in a Flash,” the
January/February release, is leading in usage at 620 papers, illustrating
that the "Think Fast. Think Eggs." campaign is right on!
Non-Traditional Magazine
Publicity
Gale Steves, a long-time AEB magazine editor friend, is now
Editorial Director of American Media's Mini Mags Group, and through this
position, will be including AEB recipes in a new digest-sized magazine
called FoodsSmarts. Though titled "Holiday Baking", the newest
FoodSmarts publication will include non-holiday winter baking
ideas, too. The "Holiday Baking" Mini Mag will be edited by another AEB
magazine pal, Jan Hazard, the former Food Editor of Ladies Home
Journal.
Industry members may recognize the recipes AEB has
provided as a number of them previously appeared on color pages for
newspaper food editors. Steves was also guided to the kids and family
section of http://www.aeb.org/index.html for
especially simple baking recipes for families with children. Steves'
criteria included both familiar old favorites and new recipe ideas that
are quick, delicious, fun, festive, and easy to prepare, all using
ingredients most households have on hand.
Along with AEB recipes,
Steves invited all Home Baking Association (HBA) members to provide baking
equipment items to form a basketful of a "Baker's Dozen of the Most
Valuable Kitchen Tools for Holiday Baking,” a sweepstakes prize to be
awarded to a lucky reader during "Bake for Family Fun Month" in February.
Along with the HBA and "Bake for Family Fun Month" logos and a listing of
donating companies on the copy page, the Mini Mag's cover will include a
teaser about the giveaway.
About 600,000 copies of FoodSmarts’
"Holiday Baking" are expected to be available through major supermarkets
and mass merchandizers nationwide from November through early February.
Estimated exposure is 4 million people walking by
275,000 checkout racks.
USA Poultry & Egg Export Council (USAPEEC) participated
on behalf of the American Egg Board (AEB) in the World Food Moscow Show
for the third time. The AEB booth attracted lots of attention, and USAPEEC
obtained about 25 trade leads.
World Food, held in the Moscow Expocenter at Krasnaya
Presnya, is the largest international fall food show traditionally
attended by most domestic and foreign manufacturers and distributors
working on the Russian market. Representatives of middle sized and small
trading companies, the foodservice industry, and supermarket distributors
were very interested in dried or frozen egg products.
USAPEEC’s
booth, located in the Meat and Poultry Pavilion, was sub-divided into
individual spaces that were occupied by several USAPEEC member companies.
A representative of YAR, USAPEEC’s public relations consultant in Russia,
hosted AEB’s booth, along with Jennifer Geck, USAPEEC’s Manager of Allied
Industry Relations. Russians do perceive the U.S. as a reliable source of
high-quality products and have requested additional information and
samples to test in their applications.
The competition in the
Russian market for egg products in the foodservice sector appears to be
limited. USAPEEC received several trade leads from leading restaurants in
the Moscow area. Many trade leads also came from the mayonnaise industry.
Some manufacturers stopping by the booth mentioned that they were
currently buying egg products from Europe and from as far as Argentina.
Several members of the pasta industry also expressed interest in U.S. egg
products.
USAPEEC hopes that the U.S. egg product industry will
take advantage of the untapped potential in the Russian market.
Supplements are a great way to deliver a message with full
detail. Recently, members of the food manufacturing community were the
target of two such efforts.
This past July, AEB partnered with the editors of Food
Product Design magazine to author an 8-page supplement promoting the
benefits of egg products to food manufacturers and bakers titled "Magical
Eggs: The Key to Low-Carb and Beyond.” The article points out eggs are "a
powerful functional package" that is "low-carb from the start." The piece
was polybagged and mailed along with the July issue of the magazine. An
additional 12,000 copies of the supplement were reprinted with a special
AEB cover and direct mailed to bakers and food manufacturers.
AEB and the editorial staff of Baking Management
magazine teamed together to produce "With Eggs, Health and Taste Go
Hand-In-Hand,” an 8-page supplement targeted towards large-volume
commercial bakers. The overall theme can be summed up with the opening
headline, "Regardless of the trends and fads of the day, one thing is
constant in the baking industry: taste and function rule. Fortunately,
bakers can use egg products to create products that taste great, function
ideally, and even boost the health content of bakery foods." Subscribers
of Baking Management received this supplement polybagged with their
September issue. For AEB's own use, an additional number of copies of the
supplement were reprinted with a special cover and will be direct mailed
to commercial bakers.Credibility of both supplements were supported by
quotes from Dr. Don McNamara, Dr. Glenn Froning, members of AEB's Egg
Product Scientific Advisory Panel, and R&D staff of several food
product manufacturing companies.
Over 2,000 orders for the 2004-05 Egg On School Foodservice
Promotional Kit have been received and are currently being processed and
distributed. This is program targets school foodservice facilities in
elementary schools.
Based on the successful school foodservice
initiative last year, a new promotional kit wasdeveloped. With the overall
theme of “Blast Off with Breakfast for Lunch.” The program features three
kids in an egg-shaped rocket ship. Each easy-to-use kit contains a cover
letter, an egg fact sheet, a colorful poster, two colorful static clings
(adheres to glass), and a recipe guide. At the end of the school year,
recipients will be surveyed to determine the usefulness and effectiveness
of the kit.
This fall, with back-to-school efforts in full swing, there
is a heavy schedule of egg safety and handling seminars targeting culinary
students across the country. Culinary students represent an important
audience as they will be the foodservice professionals of the future. The
following seminars have taken place or will take place this fall:
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Sept. 29, 2004, University of
Findlay (OH) 50 culinary students.
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Oct. 5-6, 2004, Johnson & Wales
University (NC) 160 culinary students.
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Nov. 12, 2004, Pikes Peak Community
College, (CO) 60 culinary students.
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Nov. 15-17, 2004 (Las Vegas); Le
Cordon Bleu Culinary Academy - 225 culinary students; University of Nevada Las Vegas - 100 hospitality
students; and the Art Institute of Las Vegas
-125 culinary students.
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Nov. 22, 2004, Owens Technical
Institute, (OH) - 200 culinary students.
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