INTERNATIONAL PASTA ORGANISATION 2015 Pasta Communication Plan Riccardo Felicetti October 26th, 2015 The issue
Fad diets are creating misconceptions about the role of carbohydrates in a healthy diet.
What’s the ‘recipe’ for best-selling pseudoscience diet books like Wheat Belly and Grain Brain?
“You set up a good and an evil, and add a myth (‘you’ve been lied to; there’s this conspiracy you should know about’). Explain that it’s not your fault, then present one simple solution (‘avoid this one thing’)...It's a lot sexier if you only explain one side.”
James Hamblin, MD, Senior Editor, The Atlantic at Whole Grain Council Conference Boston, 9-11 Nov. 2014 Ending the War on Fat
• Carbs are the new enemies • Fats don’t make us fat, Carbs Do • Fats are coming out of hiding • People are told to put carbs in the back seat and load up on fats.
And there is no better example of this phenomenon than what's happened to one of the world's most favorite foods … Pasta is the leading culprit in the rise of obesity around the globe, some “experts” say … The anti-carb fad is becoming an international phenomenon
The Gluten-Free Craze in the US
Some 20 million Americans now say that eating it causes them distress.
100 million people in all, meanwhile, say that they are actively working to eliminate gluten, the protein that gives pasta its ”al dente” chewiness, from their diet.
Alessio Fasano, MD, Director of the Center for Celiac Research (Boston WGC Conference, Nov 2014) These concerns are echoed elsewhere in the world
The Fad Factor of the Gluten Free diet
"No question there is a fad component. People are running around thinking, ‘If we don't go gluten free the dinosaurs will come back and take over the earth.’ "
Alessio Fasano, MD, Director of the Center for Celiac Research (Boston WGC Conference, Nov 2014) Is Grain-Free the new Gluten-Free?
The Gluten Free Museum • Grain-Free is starting to emerge as the next generation of gluten-free. • Adopters of grain-free diets may be avoiding grains as part of the Paleo diet, while others may be trying to avoid gluten or cope with digestive health concerns. • Criticism of typical western diets being highly dependent on grains, in particular refined processed grains, • Wheat takes the most heat
Source: Mintel, 2015 The War on Wheat
Millions of people are joining the anti-wheat revolution
Best-selling health evangelists say that wheat is causing everything from fat bellies to schizophrenia.
But they do NOT have science on their side
How can wheat, ubiquitous in diets around the globe, lose favor as a result of a growing fear that It's a multi-billion dollar battle it can make us fat or discomfort to our stomachs? Who is behind all this ?
• CONSUMERES ARE CONFUSED FOR THE MASS OF MISINFORMATION
• GETTING THEIR HEALTH AND NUTRITION INFORMATION FROM BLOGS AND WEBSITES.
• THIS IS THE WILD WEST OF NUTRITION INFORMATION. Evidence of Pasta’s Health Benefits
There is a consistent and mounting accumulation of nutrition science evidence for the healthfulness of pasta.
World Health Organization, Mayo Clinic, Harvard Medical School, US Best Diets, EFSA and many others have established that pasta is a healthy and nutritious food and one of the pillars of the mediterranean diet, recognized as a world heritage by UNESCO.
BUT the majority of consumers are not influenced by these facts. WHY ?
A reaction is needed
IPO communication plan in 2015
IPO is a powerful network, with a great potential in terms of global communication, IPO has 25 Members, active in 18 different countries
The role of IPO is to build an umbrella campaign to provide inspiration, contents, tools and solid scientific opinions to support the communication efforts of its members
IPO is encouraging the international pasta value chain to join forces and :
– speak loudly, and often, with one voice, reaffirming THE TRUTH ABOUT PASTA to fight misinformation and change global consumers’ perception
– become Pasta Ambassadors and take every opportunity to tell the world that pasta is Good, Healthy, Eco-friendly, Affordable and Cool
16 The Truth About Pasta
Ipo The Truth About Pasta Key Messages And Contents Scientific Panel Media Toolkits
Analisi Media National Pasta Media Consumers Associations Key Opinion Leaders Pr And Media Programs
Pasta Companies Stakeholders
Brand Communication The Truth About Pasta
Our Mission Reaffirm the truth about pasta
Our Objectives Promote pasta role in a healthy diet Defend pasta against unjustified attacks
Our Plan Inform, educate and encourage eating pasta as part of a healthy and sustainable lifestyle
Our Targets Global Consumers Key Opinion Leaders Working together to spread the truth
• An International Working Group has been established under the leadership of Luca Virginio, Chief Communication and External Relations Officer Barilla Company
• The IPO Working Group has been convened in regular meetings every two months via web conference call to discuss the program and the progress made.
• More than 25 participants from Member Companies, Associations and their Communication and PR Agencies, connecting from many different countries,
Top HEALTH AND NUTRITION experts are invited as guest speakers to share their insights, such as: – David L. Katz, Director of the Prevention Research Center at Yale University - Communicating the Truth about Pasta – The science behind it – Duncan Williamson, Food Policy WWF – Pasta is good for the Planet – Gabriele Riccardi, Prof. of Endocrinology and Metabolic Diseases, University of Naples Federico II - Pasta is energy that keeps you full for longer – Kantha Shelke, Phd, Food Scientist - Perceptions of Pasta: Why pasta continues to be good for the body and the soul
The Truth About Pasta Our Key Messages
Five Good Reasons to Love Pasta
1. Pasta is good for you & for the Earth
2. Pasta is a pillar of the Mediterranean Diet
3. Pasta is energy that keeps you fuller for longer
4. Pasta does not make you fat
5. Pasta is tasty & brings people together
The Truth About Pasta Newsletter
• As part of “The Truth About Pasta” Program, IPO publishes a monthly IPO Newsletter called The Truth About Pasta • It includes scientific updates, links to interviews and presentations, video, media updates, information in line with the key messages of the PR Campaign • The newsletter is distributed electronically to stakeholders including members, suppliers, journalists, bloggers, health professionals and key opinion leaders. • Italian and Spanish edition are also available and more languages can be added upon request • The Editorial Calendar comprises 12 issues: Feb 2015-Jan 2016
The Truth About Pasta Toolkit
A Media Toolkit serves several purposes:
• Provides consistent messaging
• Offers story ideas and support materials to reporters and bloggers.
• Materials are available online at www.pastaforall.info in English and Spanish. More languages to come
The Truth About Pasta ToolKit
• 5 Good Reasons To Love Pasta Fact Sheet • Pasta Health Summary • Pasta is Good for the Earth – A Sustainable Food • Pasta FAQ • Pasta Myths • The Healthy Pasta Meal Scientific Consensus Statement (Oct 27) • Webinar “Pasta: A Unique Grain Food” • Tips and original pasta recipes from well-known Registered Dietitians • Infographic • News release templates
More elements and languages may be added. Associations and Companies are welcome to use this tools in their PR and Communication Programs and Media Relations
The 3rd Healthy Pasta Meals Scientific Consensus Conference
To reaffirm and support with scientific evidence The Truth About Pasta 19 top scientist from 9 different countries gathered here in Milan to discuss their latest studies and update the Scientific Consensus Statement approved in 2010 in Rio de Janeiro during the 4th World Pasta Congress. The new Consensus will be presented tomorrow morning, Oct 27, during the Pasta is Good for your Health Session. The New 2015 Scientific Consensus Statement on Healthy Pasta Meal • More than ten years since the first 2004 Conference in Rome • Five years since the 2010 Conference in Rio di Janeiro • Fad diets are creating misconceptions about the role of carbohydrates, including pasta, in a healthy diet. • It is necessary to reaffirm the science behind the key messages about the healthy pasta meal to expose the smoke and mirrors behind popular diet books
Scientific Consensus Committee
Argentina: Sergio Britos, University of Buenos Aires Brazil: Mauro Fisberg, Federal University of San Paulo Alessandra Luglio, Nutritionist France: Joel Abecassis, INRA, Montpellier Michel De Lorgeril, Joseph Fourier University, Grenoble Greece: Antonia Trichopoulou, Hellenic Health Foundation, University of Athens Italy: Gabriele Riccardi, Federico II University, Naples Furio Brighenti, University of Parma Luca Piretta, Sapienza University, Rome Pietro Antonio Migliaccio, SISA Maria Teresa Strumendo, SISA Michelangelo Giampietro, University of Rome, Modena and Reggio Emilia Giancarlo Logroscino, University of Bari Andrea Poli, Nutrition Foundation of Italy (NFI), Milano Mexico: Hector Bourges, National Institute for Medical Sciences and Nutrition Portugal: Nuno Borges, University of Porto and University of Minho Spain: Marta Garaulet, University of Murcia USA: Joanne Slavin, , University of Minnesota (Minneapolis, USA) Kanta Shelke, Corvus Blue, Chicago, USA)
Thanks to our network
This year marks a turnaround in the International Pasta Organisation activity. We have been able to engage a large group of stakeholders This was made possible thanks to all the Organizations and Companies who supported us, not only financially, but also by sharing ideas, materials and human resources A special thank goes to: ABIMA (Brazil) – AIDEPI (Italy) – BARILLA (Italy) - CEREALIS (Portugal) – AEFPA (Spain) – GALLO (Spain) – SIFPAF (France) – LA MODERNA (Mexico) – TMSD (Turkey) – LA ROSEBLANCHE (Tunisia) – MOLINOS MODERNOS (Guatemala) – UIFRA (Argentina) – NPA (USA) – UNAFPA (EU) and, of course, to the Projet Leader, Luca Virginio (Barilla) and all Members of the Scientific Consensus Statement Panel for their authoritative contribution.
We look forward to continue working together to restore and spread The Truth About Pasta
Stop the bad rap, let’s tell the world that pasta is COOL !