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APC’s newly-introduced quarterly webinar series for 2021 covered pecans’ tree-to-table<br />
story (photo courtesy American Pecan Growers.)<br />
everyday practice. Additional attendee<br />
feedback demonstrated strong interest<br />
in recipe ideas and pecans’ application<br />
to a variety of health needs, which will<br />
help guide future content we distribute<br />
to the Pecan Powerhouses Network.<br />
Retail Dietitians Business Alliance<br />
The RDBA is a first-of-its kind<br />
professional group representing 2,400<br />
retail dietitians throughout the U.S.<br />
and Canada. These professionals work<br />
for and/or consult to major supermarket<br />
retailers, helping customers and<br />
employees with food, culinary and<br />
nutrition topics. Our partnership with<br />
this key dietetic practice group was<br />
four-fold, including development of a<br />
sponsor page on their website, participation<br />
in Samplefest, a Snacking<br />
Trends Webinar and dedicated e-blasts<br />
to their membership.<br />
Our Sponsor Page on RDBA’s website<br />
offered retail dietitians easy access<br />
to the APC’s health professional-facing<br />
resources and talking points about<br />
pecans taste, versatility, and nutrient<br />
makeup for convenient use in virtual<br />
and in-store activations.<br />
Samplefest is an activation put on by<br />
RDBA that pairs insights and information<br />
on trending topics with product<br />
samples in one tailored bundle specifically<br />
for retail dietitians. As a sponsor,<br />
APC was able to place educational resources<br />
and pecan product in the hands<br />
of 227 retail dietitians representing 44<br />
major grocery retailers. These resources<br />
included a bento box, double-sided<br />
educational handout and single-serving<br />
pecan pack.<br />
RDBA’s engaging snacking trends<br />
webinar we were the sponsor of served<br />
to increase visibility of pecans and<br />
grew awareness of pecans’ nutritional<br />
attributes and culinary versatility.<br />
In the pre-webinar promotion, 6.4k+<br />
health professionals were reached and<br />
11 major retailers were represented<br />
among the attendees, which collectively<br />
encompass approximately 7.2k retail<br />
locations.<br />
Lastly, two dedicated e-blasts sent<br />
out to the RDBA database served as<br />
successful promotional channels for<br />
the Pecan Powerhouses Network and<br />
our 2021 webinar series.<br />
We made great inroads with the<br />
vital audience that is the health professional<br />
community in 2021. Looking<br />
forward to 2022, our topline objective<br />
will be to continue to increase consumption<br />
of, recommendation and<br />
positive sentiment for pecans among<br />
targeted health professionals. Building<br />
off the momentum of this past year, we<br />
will continue to grow the Pecan Powerhouses<br />
Network and build partnerships<br />
to position pecans’ heritage story as<br />
an interest hook and key differentiator,<br />
leverage pecans’ unique trifecta encompassing<br />
taste, satisfaction and nutritional<br />
value, and elevate the experience<br />
of pecans as the “foodie” nut for all.<br />
Comments about this article? We want<br />
to hear from you. Feel free to email us at<br />
article@jcsmarketinginc.com<br />
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<strong>Dec</strong>ember 2021 www.wcngg.com 83
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