Ripple Riley Thomas

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Ripple Riley Thomas

• Marketing Presentation
• California State University
• Monterey Bay,
• January 31, 2006

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Anne Thomas Sales Manager Office (916)
393-5197 Mobile [phone]
Email pearchica_at_ripplerileythomas.com
www.ripplerileythomas.com
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Farm to School Program

• Established in 1997 to find an alternate market
  for small size fresh pears.
• CPAB study concluded schools like small fruit.
• Processing Cannery market demand declining.
• Current program includes 10-12 items offered on a
  quarterly basis.
• Pricing is contracted to ensure against market
  fluctuations.
• Food Service Director, Buyer and/or Cafeteria
  Manager are primary contacts.

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Farm to School MarketingBringing the Farm to the
Cafeteria

• Participation in Nutritional Food Fairs giving
  lessons on how to ripen a pear using a brown
  paper bag.
• Participation in product demonstrations at school
  cafeteria sites.
• Introduce varieties of particular fruit for
  children to compare and contrast
• Practice the use of deprivation marketing i.e.
  you cant have a whole fruit but why not try a
  slice?

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Why Deprivation Works

• Scarcity creates exclusivity which then leads to
  interest and demand.
• Children hate being told no, employing the use of
  reverse psychology peeks their curiosity.
• Too Often Children are told to try it by adults,
  which then leads to the conclusion it must be
  good for you, therefore its boring, or taste
  bad.

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Farm to School Program Thomas the Pear
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Farm to School Winter Menu - 2006
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Harvest of the Month Program

• Established in 2003 to address needs of
  nutritional education in the classroom.
• Teachers and Kitchen Staff complained too
  difficult to coordinate procurement of raw
  product. Needed convenience of All in One
  Package, including fresh product and lesson
  plans.
• Primary Target Market are Implementers of
  Wellness Policies including Food Service
  Directors, Principals, PE Teachers, Elementary
  Teachers, School Nurses.

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Harvest of the Month ProgramBringing the Farm to
the Classroom

• Allows Teacher to teach to standards in fun and
  participatory manner.
• Curriculum developed by Graduates of the Masters
  Program in Education, Stanford University
• Geography History
• Math Science
• Language Skills and Literature
• Physical Activity Components

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Healthy Curriculum Why it works

• Allows Students to sample products that promote
  compare and contrasting learning.
• Curriculum allows teacher to teach to standards.
• Gift Packaging makes fruit special and provides
  excitement for learning about nutrition.
• Recipes in English and Spanish allow kids to
  practice Nutritional homework with parents.

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Harvest of the Month
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Harvest of the Month
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Healthy Fundraising

• Fruit gift packs available to sell for
  student/parent activity groups.
• Outcome of RRTs attendance at the Obesity
  Conference, San Diego, January 2005.
• Pilot study conducted in May 2005 with School
  Nurses and PTA Del Rey Woods Elementary.

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Why Healthy Fundraising is viable

• Market Solution to implement Wellness Policy
  campus wide -Schools looking for alternative to
  candy bars and soda pop machines.
• 4 price points to target different household
  incomes.
• Customers are tired of wrapping paper and
  magazine subscriptions.
• We show absolute dollars and percentages
  participants know up front what they are going to
  make per sale.

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Healthy Fundraising
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Healthy Fundraising
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Anne Thomas Customer Service (800)
809-8588 Office [phone] Mobile (916)
712-7706
Email pearchica_at_ripplerileythomas.com www.rippler
ileythomas.com