The pitch book focused on the importance of ingredients – how they often go unnoticed, but how critical they are to creating the best possible final product – and why they deserve to have their story told as well.
After rhapsodizing on the important role quality ingredients play in adding flavor and nutrition to food, I introduced the idea that they too deserve their time in the spotlight, and that IDF should start interacting with consumers more directly.
One of my suggestions was that IDF create a Broth Council, much in the way that beef and dairy have developed advocacy groups. Although funded by IDF, their presence would be downplayed – the Council would do more of a category sell, outlining the health benefits of broth, as well as offering up suggestions on how to more creatively use broth when cooking.
I also suggested that IDF either work on their own or partner with other companies to start developing innovative, broth-based products that capitalize on the latest food trends. Suggested products included both flavor- and nutrition-enhanced broths, broth-based seasonings, and "pre-brothed" products (because I always thought ramen noodles took entirely too many steps to prepare).
Finally, I closed by reiterating that, while ingredients are indeed important, they'll only be known as such if their story is shared through the right marketing initiatives. I presented my agency as the missing ingredient that would allow IDF to grow into new markets and take advantage of new business opportunities.