STAHLBUSH ISLAND FARMS
WHO IS
STAHLBUSH?
Family-owned since 1985, Stahlbush Island Farms is an environmentally friendly farm and food processor based in Corvallis, Oregon committed to sustainable agriculture and exceptional quality.
STRENGTH
WEAKNESS
— Excellent sense of identity and what they stand for.
— Not all grocery stores sell Stahlbush products.
— Delicious products. Wide variety of foods to offer.
— Target audience might not shop in the frozen food aisle, but rather the prduce section.
— Stahlbush promotes a better future by using sustainable practices that differs from other farms. — Farm-owned since 1985 in Corvallis, Oregon. — Unique artwork found on packaging.
— There are many options in the frozen food aisle; people might simply look for the cheapest. — People are unaware of who Stahlbush is and what they stand for.
OPPORTUNITY
THREATS
— Great target audience. Consumers in the Northwest are willing to support fresh local products
— In a 2012 lawsuit, Amy’s Kitchen claims Stahlbush supplied it with a single lot of tainted spinach.
— Opportunity for Stahlbush to expand out of the frozen food aisle.
— After investing in a $10 million Biogas plant, where does Stahlbush stand financially?
— Educate people about the environmental benefits of purchasing Stahlbush.
— Competition: The Farmer’s Market provides both fresh and local products
— Promote a community of people that strives for a better future.
ADVERTISING GOAL
SMIT
Inform and engage the Northwest community on the sustainable benefits of supporting Stahlbush products.
Stahlbush promotes a community of people who care about where their food is coming from and hope to leave the world in a better place than it is.
COMMUNICATION GOAL
REASONS TO BELIEVE & WHY
Express their philosophy as “meeting the needs of the present without compromising the ability of future generations to meet their own needs” (based on “Report of the World Commission on Environment and Development,” United Nations, 1987).
From building the first-of-its-kind biogas plant in North America to creating biodegradable bags for their products, Stahlbush’s efforts reflect their goal of minimizing its carbon footprint and gaining energy independence through the creation of new innovative technology.
TARGET AUDIENCE
Laura is in her mid-twenties and loves to do her grocery shopping at places such as Trader Joe’s, Whole Foods, or the farmer’s market. She recycles daily, lives an active lifestyle, and focuses a majority of her time on her studies. Laura lives by the motto “work hard, play hard” and enjoys spending her free time outdoors whenever possible. She has an ecofriendly mentality, yet isn’t quite aware of the benefits of buying Stahlbush over another brand. Alex & Jesse, both in their mid 50s, live in Lebanon, Oregon. They have two kids; John is an active 15 year-old boy who participates in after-school activities such as cross-country, DECA, and debate. Jill, who is 6 years old, is incredibly energetic, precocious, and curious about the world around her. The couple reads the newspaper every morning together over a good ol’ cup of joe. The family appreciates a good, hearty dinner after a long day. While buying groceries, they shop the perimeter of the store in order to avoid the unhealthy and processed foods found in the middle aisles.
They are green.
They cook. Or they just don’t know.
Bob is simple. He shops all over the grocery store and weaves in and out of the aisles. He eats a variety of different foods each day, but sometimes doesn’t have much time to cook as a result of his tiring 8am-5pm job as an engineer. He often buys frozen vegetables to make burritos in his microwave. Bob has no idea what Stahlbush is, and that simply needs to change. *names are gender neutral
Stahlbush is grown with a
BETTER FUTURE
in mind
Stahlbush is the future of farming. Stahlbush is different than other companies; they pride themselves on their sustainable practices, innovative technology, and their hope for a better future. At Stahlbush, that means you are supporting the use of less energy, biodegradable packaging, and other environmental efforts while also getting the freshest products. If the community knows where their food is coming from, they can help make the world a better place. Stahlbush is simply grown with a better future in mind.
STAHLBUSH
PRINT ADS From building the first-of-its-kind biogas plant in North America to creating the biodegradable bag in frozen fruits and vegetables, we believe innovation is key in the service of sustainability. Come visit us at the Stahlbush Island Farm during our U-Pick events or find us in the produce section at your local market.
For people to understand how Stahlbush is “grown with a better future in mind,� it is important to educate the consumer on how they farm. With the use of artistic prints, each ad will highlight one way in which Stahlbush promotes sustainable farming, followed by a few short sentences on the bottom that further elaborate on this process. It would also invite people to visit the Stahlbush farm or find them in the produce aisle at their local grocery store.
Edible Portland
Willamette Week
Corvallis Gazette-Times
The Oregonian
Stahlbush food
INSIGHT
People find it hard to associate farm freshness and sustainability when it’s packaged as a frozen food.
Broccoli Butternut Squash Blueberries Strawberries Beans Corn Lentils Fresh everything
Frozen food
?
TV dinners Ice cream Eggo’s waffles Hot pockets Pre-made pastas Instant juice Low-quality produce
It simply does not make sense for Stahlbush to live in the frozen food aisle. With the implementation of the Stahlbush freezer, it will serve as a more direct point-of-sale for grocery shoppers in the produce section. The freezer will allow people to always know where they can find Stahlbush products.
STAHLBUSH
FREEZER
“No matter where you are, Stahlbush is always close to home. Pick up a bag here, or visit us at the farm during our U-Pick events. For more info. visit stahlbush.com.�
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STAHLBUSH
U-PICK
In celebration of the fruits and vegetables that are currently in season, Stahlbush will host a “U-Pick� event. It will be advertised on their website and near the grocery store freezer. The community will be invited to join the farm as they gather the freshest produce. Food and snacks will be served throughout the day that contain these given foods (e.g. blueberry muffins if blueberries are in season).
GROCERY TOTES
STAHLBUCKS
To promote Stahlbush’s green nature as well as their identity in the community, reusable grocery totes will be available for sale online, at the farm, or via “Stahlbucks.”
Stahlbucks are a fun incentive for people to purchase Stahlbush products. If you mail in 5 Stahlbucks, you will receive 1 free tote bag.
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MEDIA SCHEDULE Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Edible Portland Willamette Week Gazette-Times The Oregonian Produce Aisle POS U-Pick Event Grocery Totes Stahlbucks
THANK YOU