149 Introducing a grains identification logo.

J. Adams. Wheat Foods Council, 10841 S. Parker Road, Ste. 105, Parker, CO 80134.

After conducting several focus groups, the Wheat Foods Council discovered the consumer has a great image of grains, but can not identify a grain food. There is also considerable confusion as to whether refined products such as white bread and pasta are grain foods. What’s more, when the consumer is actually in the grocery store ready to make a purchase, there is no identification of or promotion for grain foods. Consumers are inundated with mobiles, shelf-talkers, bag stuffers and videos for beef, pork, fruits and vegetables; the absence of grains is very visible. The Council developed several logos and taglines and tested them with focus groups in our target audience, women shoppers between the ages of 25 and 54. An in-store pilot test was conducted in Cincinnati, OH with the most promising logo and tagline. After discussion with industry leaders the Council developed logo qualifications and undertook additional research. The Council commissioned an independent research firm to test the logo with a consumer purchase intent study. With input from leading food companies, a simulated market test was conducted with 300 shoppers in three cities to measure the logo’s influence on their intent to purchase grain foods. Results showed potential increased category purchases of 7.7 percent and 23 percent for products carrying the logo. The Council then solicited industry for assistance to test the logo in actual grocery store settings. The results of that three month test are included.