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Food PR Portfolio 8.2015

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Food PR Portfolio 8.2015

  1. 1. Public Relations Portfolio Food Clients Mysty Stewart
  2. 2. 2 Lundberg Family Farms is one of the largest organic rice companies in America for which I served as the primary public relations account manager for six years (2008 – 2014). My efforts on behalf of Lundberg Family Farms included developing a yearly public relations strategy for the brand. Although the angles may have changed from year to year, each plan was executed utilizing creative targeted pitches, timely news releases, engaging in ongoing dialogue with food and beverage media, as well as strategy alignment with internal social media team. Results included hits with high- profile national media outlets including as Women’s Health, Real Simple, INC. Magazine, The Today Show, The San Francisco Chronicle, Clean Eating Magazine, The New York Times, and Grocery Headquarters. Lundberg Family Farms
  3. 3. 3 Eat Smart Today Supermarket Splurge or Save? “I really enjoy this rice from this particular company. It’s organic. This is arborio rice. It’s a nice creamy rice. Or some wild rice. This rice gives some pop and really good flavor. So, it’s good to use.” -Madelyn Fernstrom, Diet and Nutrition Editor for NBC's Today Show MSNBC raved about Lundberg rice products, stating they were the best rice choice to purchase at grocery stores. Unique Page Views per Month: 10M. National Coverage
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  5. 5. Vegan Health & Fitness Magazine 5
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  7. 7. 12,275,599 Unique Visitors per month 7 GreenRightNow Syndicated show appearing on local ABC affiliates including Austin, San Francisco, New York, Los Angeles, Chicago, Philadelphia, and Houston. 24,067 unique visitors per month Highlight on Sustainability
  8. 8. “The odds of a good outcome improve when the child has grown up in the business, helping out on weekends and vacations. In this way, she may come to understand the company intimately and perhaps learn to see a future in it. As Jessica Lundberg says of her decision to join the fourth-generation Lundberg Family Farms, in Richvale, California, "The family legacy and the opportunity were compelling.“ Though Jessica worked on the farm as a child, neither she nor her parents assumed it was her destiny. But after college, she decided to spend a year seeing if she could make a place for herself. Harboring zero sense of entitlement, Jessica embarked on a series of low-level jobs: filing papers, working sales shows, driving a tractor, and weeding in the plant nursery, which she now runs. That apprenticeship exposed her to important parts of the business and gave her credibility with other employees.” ““The odds of a good outcome improve when theThe odds of a good outcome improve when the child has grown up in the business, helping outchild has grown up in the business, helping out on weekends and vacations. In this way, sheon weekends and vacations. In this way, she may come to understand the companymay come to understand the company intimately and perhaps learn to see a future in it.intimately and perhaps learn to see a future in it. As Jessica Lundberg says of her decision to joinAs Jessica Lundberg says of her decision to join the fourththe fourth--generation Lundberg Family Farms,generation Lundberg Family Farms, inin RichvaleRichvale, California, "The family legacy and, California, "The family legacy and the opportunity were compelling.the opportunity were compelling.““ ThoughThough Jessica worked on the farm as a child, neitherJessica worked on the farm as a child, neither she nor her parents assumed it was her destiny.she nor her parents assumed it was her destiny. But after college, she decided to spend a yearBut after college, she decided to spend a year seeing if she could make a place for herself.seeing if she could make a place for herself. Harboring zero sense of entitlement, JessicaHarboring zero sense of entitlement, Jessica embarked on a series of lowembarked on a series of low--level jobs: filinglevel jobs: filing papers, working sales shows, driving a tractor,papers, working sales shows, driving a tractor, and weeding in the plant nursery, which sheand weeding in the plant nursery, which she now runs. That apprenticeship exposed her tonow runs. That apprenticeship exposed her to important parts of the business and gave herimportant parts of the business and gave her credibility with other employees.credibility with other employees.”” Impressions: 3.5M Unique Views per Month: 1.5M 8 Highlight on Sustainability
  9. 9. Grocery Headquarters Magazine (Trade) 9
  10. 10. 10 All hands on deck! Naturally occurring arsenic in ground and water was an ongoing concern for Lundberg Family Farms and the issue came to a head when Consumer Reports came out with it’s first story on the subject in 2012. As a member of Lundberg’s Crisis Communication team, I worked with journalists and the client to put a positive spin on the matter and continue to field and respond to inquiries in subsequent coverage. Crisis Communication
  11. 11. La Tortilla Factory worked with me from February 2013 through April 2014. Although my time with this client was short, my 14 months of hard work was fruitful thanks to my long standing relationships with the media for our other food clients – namely Lundberg Family Farms. Notable media hits for this client included Every Day with Rachael Ray, Oprah.com, WeightWatchers.com, Men’s Health, and Family Circle. La Tortilla Factory
  12. 12. Oprah Magazine Circulation: 2.4M+ | Impressions: 8.5M+ Unique Visitors: 1.8M+ May 3, 2013 March 2013 La Tortilla Factory National & Regional Coverage
  13. 13. In an effort to garner some Cinco de Mayo coverage, I organized a special authentic recipe taste test with nine family members and the Press Democrat’s food editor Diane Peterson. The resulting article about the family and their recipes appeared in the May 1st food section and was perfectly timed to bring attention to La Tortilla Factory’s product line days before the Mexican Cinco de May celebration.
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  17. 17. 17 Family Circle Magazine Circulation: 4,143,942 Impressions: 14,503,797
  18. 18. When local Chef Duskie Estes won the coveted Cochon 555 title of “Queen of Porc,” she decided it was time to hire a public relations firm to help raise her profile. During the three years in which I worked with her and her husband John Stewart, I not only helped raise the profile of Duskie and John, but also promoted their Black Pig Meat Co. products. My biggest project and success for this client was announcing the opening of the new Zazu Kitchen + Farm at The Barlow in Sebastopol, California. Notable media hits for this client included National Culinary Review, Wall Street Journal, Oakland Magazine, Food & Wine Magazine, and Sunset Magazine. ZAZU Restaurant Duskie Estes & John Stewart
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  20. 20. “Heritage bacon. Could life get better? It can, particularly if chefs John Stewart and Duskie Estes―and a really great back story―are involved…”
  21. 21. 24 “Husband and wife restaurateurs Duskie Estes and John Stewart are the creative force behind Santa Rosa’s Zazu restaurant. Sustainable and extremely self-sufficient, Estes and Stewart’s Zazu is like ‘Little House on the Prateria’ in California’s Sonoma County.” ― Open Table
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  26. 26. FarmBox SF – Cover Story
  27. 27. Brand Experience - Food • Lundberg Family Farms • Amy’s Kitchen • La Tortilla Factory • FarmBox SF • Mani Snacks • Modena Fine Foods • Spectrum Organics • Straus Family Creamery • Scharffen Berger Chocolate Maker • Zazu Restaurant + Farm (Duskie Estes) • Dash & a Handful Catering

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