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Activity Report
Media and Trade Relations in France The Cranberry Marketing Committee

August 2011

August

11
Activity Report
Media and Trade Relations in August 2011
Media Activities
ARTICLES FEATURING CRANBERRIES In August 2011, we monitored 23 press clippings, and 30 web clippings reaching almost 8.5 million readers and users with an advertising equivalence of nearly EUR 102,900 (approximately USD 140,500).

One highlight was found in Cuisine Magazine (Circulation: 40,000). Each edition of this trimestral published culinary magazine treats a topic fitting the season and the available groceries. The current issue shares a number of salad recipes including the CMC recipe Cranberry Green Bean Salad. The recipe was accompanied by a full color photo. In addition, the magazine published a foreign dessert recipe using cranberries.

Maisons vivre Campagne (Circulation: 30,000) is published every two months and deals with interior design with a special focus on countryside houses. It also contains a recipe section, which, in this edition, is dedicated to autumn dishes. The recipe collection includes CMCs recipe for Lemon Carrots with US Cranberries. The recipe is accompanied by a big full color photo.

AUGUST ARTICLES The following articles appeared in printed publications this month.
Title 1 2 LE SHAKER LE SHAKER Circulation 10.000 10.000 Date Size Headline Cocktail Recipe with Cranberries XII Trophies Grand Marnier (Cocktail Recipe) Bombay Sapphire's Birthday (Cocktail Recipe) We Love Cranberry!!! 24th Market in the City with Red Berries Happy Birthday! Cocktail Recipe Recipe: Little Jars of Pearls of Japon with Cranberries CMC Recipe: "Beans Salad with Cranberries" Let's Go in the Berries... Recipe: Melon Salad and Pomegranate (or Cranberries) CMC Recipe: "Beans Salad with Cranberries" CMC Recipe: Lemon Carrots with US Cranberries Recipe: Alaskan Crab Pie Scallops Carpaccio with Cranberry Sauce Recipe: Cookies with Raisins and Cranberries Vaccinum Vitis-ldaea What's Up with the Berries? Cold Sweet Soup of Red Fruits and Espelette Pepper Scallops Carpaccio with Cranberry Sauce Skin Care with Cranberries Functional Food and Nutraceuticals Between Science and Marketing Snack Box for the Little Hunger: Chocolate Hazelnut Palmier with Cranberries Cocktail Recipe Cat. 5 5 Value in 270 270

01.07.11 1/16 01.07.11 1/16

LE SHAKER

10.000

01.07.11 1/16

270

4 5 6 7

MEILLEURE SANTE PAM LOISIRS BALTHAZAR HORS SERIE CUISINE MAGAZINE

180.000 167.000 50.000 40.000

01.07.11 1/2 01.07.11 1/16 01.08.11 1/16 01.08.11 1

3 5 5 5

1.000 180 690 6.500

8 9 10

CUISINE MAGAZINE FEMME ACTUELLE JEUX GUIDE CUISINE HORS SERIE JOUR DE FRANCE MAISONS A VIVRE CAMPAGNE VIE PRATIQUE GOURMAND LE DAUPHINE LIBERE PRIMA HORS SERIE VOIX DU JURA GRAZIA HAUTE GIRONDE

40.000 157.300 59.300

01.08.11

1/3

1 3 5

2.170 460 5.530

01.08.11 1/16 01.08.11 1/16

11 12

40.000 28.700

01.08.11 01.08.11

1/3 1/2

1 1

2.170 1.500

13 14 15 16 17 18

199.100 231.400 885.000 11.600 179.100 4.900

11.08.11 1/16 12.08.11 1/16 17.08.11 1

5 4 4 5 5 5

660 3.160 8.500 130 1.030 220

18.08.11 1/16 19.08.11 1/16 19.08.11 1/4

19 20 21

LE COURRIER CAUCHOIS MADAME FIGARO LA CROIX

38.100 422.900 94.500

19.08.11

1/4

4 5 5

1.500 2.000 1.450

20.08.11 1/16 23.08.11 1/16

22

GALA

263.800

24.08.11 1/16

1.340

23

MARSEILLE L'HEBDO

4.300

24.08.11 1/16

130

The following articles appeared in online publications this month.


Title 1 2 paperblog.fr fr.pourelles.yahoo.com Circulation 195.900 n/a Date 01.08.11 03.08.11 Size 1/16 1/16 Headline Muffins with Dried Fruits Calendar of Fruits and Vegetables of the Summer! Calendar of Fruits and Vegetables of the Summer! Mojito and Cosmopolitan Recipe The Seven Summer Cocktails Recipe: White Chocolate Cranberry Blondies Cranberry Cake with Green Tea The Carrot Cake's Back! 5 Essential Cocktails for a Great Evening Trendy Cocktails: Up and Down in 2011 Urinary Tract Infections: Are the Cranberries Really Effective? Cystitis: Cranberry or Antibiotics? Body Scrub: The Fight! Cookies with Oats, Cranberries and Black Sesame Skin Care Recipe: Cranberry Chocolate Brioche Recipe: Cranberry Appetizer Ice Bite - Cocktails without Alcohol Recipe: Pistachio and Cranberry Mini Muffins Recipe: Cake with Raisins, Cranberries, Apple and Hazelnuts Recipe: Cookies with Michoko and Cranberries How to Heal Yourself if You Are Prone to Cystitis? Cat. 5 5 Value in 230 710

laposte.net

n/a

02.08.11

1/16

560

les-experts.com

370.600

03.08.11

1/16

560

5 6

prima.fr marmiton.org

10.100 287.500

03.08.11 04.08.11

1/16 1/16

5 4

710 410

7 8 9

cuisine-et-mets.com paperblog.fr plurielles.fr

87.100 n/a 983.900

05.08.11 05.08.11 05.08.11

1/8 1/8 1/16

4 5 4

830 460 710

10

cuisine.elle.fr

1.097.000

06.08.11

1/16

470

11

paperblog.fr

n/a

06.08.11

1/2

1.840

12

viva.presse.fr

14.300

06.08.11

1/4

1.190

13 14

paperblog.fr paperblog.fr

n/a n/a

12.08.11 13.08.11

1/16 1

5 4

230 3.680

15 16 17 18 19

les-experts.com paperblog.fr madame.lefigaro.fr paperblog.fr lesfoodies.com

370.600 n/a n/a n/a 315.100

15.08.11 15.08.11 18.08.11 22.08.11 23.08.11

1/16 2 1/3 1/16 1

5 4 4 5 4

560 7.370 3.770 230 7.500

20

marmiton.org

287.500

24.08.11

1/3

2.210

21

philomavie.blogspot.com

4.500

25.08.11

1/3

2.210

22

commentfaiton.com

27.700

26.08.11

1/16

1.330

23

cuisine-et-mets.com

87.100

29.08.11

1/2

24 25

les-experts.com paperblog.fr

370.600 n/a

29.08.11 29.08.11

1/16 1/2

26 27

femmes.orange.fr maison.com

n/a 244.300

30.08.11 30.08.11

1/2 1/8

28

maison.com

244.300

31.07.11

1/2

29

philomavie.blogspot.com

4.500

31.08.11

1/2

30

lesfoodies.com

315.100

31.08.11

2/3

Recipe: Crumble with Pears and Cranberries The Best Cocktail Recipes Recipe: Cake with Sesame and Cranberries Recipe: Apple and Cranberry Cake CMC Recipe: Lime Chicken Skewers with Mint and Cranberry Rice CMC Recipe: Thyme Meatballs with Tomato Cranberry Sauce Recipe: Pine Kernel and Cranberry Pie Detox Salad: Avocado, Salmon & Cranberries!

3.310

5 4

560 1.840

5 1

5.660 860

3.440

3.310

5.000

This month 33 % of the print media exposure was preferred.


Category Category 1 Category 2 Category 3 Category 4 Category 5 Total: # of Articles 3 0 2 4 14 23 Ad Value 5.840 0 1.460 14.500 19.330 41.130 Weighted Value 5.840 0 438 3.625 3.866 13.769 33 % % Preferred Articles

Of all online publications, 29 % were preferred.


Category Category 1 Category 2 Category 3 Category 4 Category 5 Total: # of Articles 2 0 1 13 14 30 Ad Value 4.300 0 2.210 39.660 15.580 61.750 Weighted Value 4.300 0 663 9.915 3.116 17.994 29 % % Preferred Articles

MAILING FESTIVE RECIPES

In August, the Festive Recipes mailing was sent to 207 journalists of culinary and womens magazines. The mailing contained five different cranberry recipes from the starter to the dessert: Cream of Chestnuts with Prawns, U.S Cranberries and Mangetouts, Gambas, Gremolata of U.S. Cranberries with Mint and Mashed Sweet Potatoes, Supreme Turkey with a Polenta Cream and U.S. Cranberries, US Cranberry Chutney and Danube waves with U.S. cranberries. The mailing ends with some pieces of information about fresh cranberries and their season as well as with some tips how to preserve them. Some journalists already requested the recipes presented in the mailing. The most favored two recipes are the Supreme Turkey with Polenta Cream and Cranberries as well as the recipe for Gambas with Cranberries and Sweet Potatoes in second position.

FRANCE WEBSITE 859 unique visitors visited the CMC France website in August: especially the recipes were of interest. Therefore it is particularly important that the website was updated with eight new recipes in the sections Ptit djeuner & crales (Breakfast & Cereals), Ptes & Pizzas (Pasta and Pizzas) and Cocktails.

Trade Activities
TRADE CONTACTS The French CMC trade representatives have been in contact with several French companies interested in cranberries from the USA. Among those was a large, multinational grocer working on a product line with cranberries and cooperating with a famous French chef. The first product of this line is to be launched in October.

PRODUCT LIST In August 2011, we monitored a total of 27 new products on the French market, a minimum eleven of which were of high cranberry content.

Producer / Origin
PHARM UP

Photo

Description
Dried sweetened cranberries 8.54 / 250 g Cranberry content: High content cranberry product

Auchan/ Private Label

Dried cranberries 2.35 7 200 g Cranberry content: 100% High content cranberry product

La Panace des Plantes

Dried sweetened cranberries Natur Attitud: infused w/ apple juice 3.65 / 100 g Cranberry content: High content cranberry product Dried Fruits Mix Natur Attitud: cranberry, mulberry, physalis, blueberry 8.00 / 200 g Cranberry content: 32.9% High content cranberry product

La Panace des Plantes

Auchan/ Private Label

Trail mix 1.30 / 120 g Cranberry content:

SHNEIDERs

Muesli bar START UP Red Fruits Cranberries 2.75 / 120 g (6 bars) Cranberry content: 5%

Caraibos

Cranberry beverage Caraibos Cosmopolitan 2.25 / 75 cl Cranberry content: 17% High content cranberry product

Bricfruit SAS

Cranberry beverage PRESSADE CRANBERRY Bio 2.25 / 1 l Cranberry content: 1%

Leclerc/ Private Label

Cranberry Nectar JAFFADEN Cranberry Strawberry 1.44 / 1 l Cranberry content: 25% High content cranberry product

Leclerc/ Private Label

Cranberry Nectar JAFFADEN Cranberry Light 1.44 / 1 l Cranberry content: 25% High content cranberry product

Sarl Destombes

Juice Fres Soup: beetroot, carrot and cranberry 3.29 / 98.5 cl Cranberry content: 8%

Feel Good

Cranberry beverage Cloudy Lemon Cranberry and lime fizzy drink 1.89 / 37.5 cl Cranberry content:

Brasserie de Bretagne

Alcoholic drink Celtika: Beer with cranberry Cranberry content:

Together

Cranberry beverage Aloe Detox: Health drink with cranberry 4.65 / 50 cl

Distilleries Peureux

Alcoholic drink La Cigogne: Cranberry liquor (18 % alcohol) 9.10 - 13.30 / 50 cl Cranberry content: n/a

Distilleries Peureux

Pat Rabbit Pat with cranberries 6.40 / 85 g; 8.95 / 185 g Cranberry content:

Leclerc/ Private Label

Cookies Bio Village: EU eco label Dark chocolate cookies with raspberries and cranberries 1.89 / 130 g Cranberry content: 2.5%

Savour CDM

Chocolate Le Comptoir de Mathilde (Cration MONBANA) 17.50 / 400 g Cranberry content: 2%


9

Monbana

Chocolate Les Apilles with cranberries and blueberries 8,50 / 85 g Cranberry content:

Unilever Miko

Ice Cream Magnum Mini Temptation Fruit Cranberry 3.39 / 6 pieces Cranberry content:

Jeff de Brugges

Ice Cream Yoghurt w/ cranberry Cranberry content: 2%

Vitamonyl Laboratory

Tea BiOrigine Cranberry (EU organic label) 3.25 / 27 g (20 bags) Cranberry content: n/a

JUVA SANTE Laboratory

Tea JUVAMINE CELLI FLOR: Green Tea with melissa and cranberry 4.20 / 20 bags 1.5 g Cranberry content: 26.7% High content cranberry product extract Cranberry JUVAMINE Phyto 8.90 - 9.90 / 500 ml Cranberry content: 36 mg Pac/ day High content cranberry product
10

JUVA SANTE Laboratory

JUVA SANTE Laboratory

Cranberry extract JUVAMINE BIO 9.90 / 200 ml Cranberry content: 10% High content cranberry product

MILLICAL Laboratory

Cranberry extract Vitaflorbio Les plantes boire 15.40 / 250 ml Cranberry content: 36 mg Pac/ day High content cranberry product

Mediflor Laboratory

Cranberry extract ACYPROST For Men 13.90 Cranberry content: n/a

Upcoming Promotions & Activities

Month September October

Activity Website update Emailing Romantic Recipes sent to 160 womens & culinary magazines Nutritional Breakfast takes place Press Mailing New Recipes sent to 160 womens & culinary magazines Online evaluation takes place Website update Website update

November

December

11

Performance Measures
MEDIA REPORT SUMMARY THROUGH AUGUST 2011 mk upholds its commitment to meet goals set for the publicity in the French media on behalf of the CMC both in terms of value of publications as well as the number of articles and broadcasts published.

452
# of Clippings

306
1377

Value (in thousands)


0 200 400 600 800

1080
1000 1200 1400

Jan - August 2010

Jan - August 2011


452 1,377,120 142,500,620

Total number of clippings from January August, 2011: Total advertising equivalent: Total circulation:

12