Challenge

Help the Oregon hazelnut industry develop strong relationships with regional food manufacturers and foodservice decision-makers in an effort to spur new product development featuring the premium nut, and ensure sustainable demand.

Solution

Harvest PR embarked on a statewide food industry tour on behalf of the Oregon Hazelnut Marketing Board, meeting with top-tier food manufacturers and foodservice companies, to extoll the virtues of Oregon hazelnuts. We created outreach material and sample boxes designed to distinguish Oregon hazelnuts as a premium, indulgent and healthy food, and to educate target audiences about Oregon hazelnuts’ unique attributes (size, handling, flavor).

Results

We beat our goal, personally meeting with more than a dozen qualified prospects ranging from foodservice operators to manufacturers, and encompassing a wide variety of ingredient needs, values and purchasing priorities. We made inroads across all spectrums of the food industry (frozen foods, bakery, foodservice, chain restaurant, snack foods and co-packer/distributor levels). Not only did this program lay the foundation for future partnerships and product demand, it was the catalyst for a brand new commercial food product featuring the premium Oregon hazelnut!