Natural Products Expo West: False Set of Baked Goods and Press

At the Natural Products Expo West, there’ll be a session on Do’s and Don’ts with journalists. There’s always a seminar at every expo on how to deal with journalists. But I do hope people attend one, if not the one at Expo West.

While I don’t get the feeling from the panelists that they’ve reached out to many journalists other than someone they’ve worked with, these seminars always provide a tidbit of information that is useful.

I’ve already written about the failure of the exhibitors to utilize the services—free, in fact—provided by the show. As a journalist attending the show, I’m starved for material. I’ve started to research every company starting with the As. I’ve only gotten to C but there’s a dearth in the exhibitors who’ve reached out to me that I have to be proactive. It’s not how I like to spend my time.

Baked Set of Goods

My new beef is the set of false set of goods—and plenty baked at that--that zealous press reps sell potential clients. Recently I received a press inquiry about a Half Moon Bay jam and jelly startup. The owner was not attending Expo West, but Blink PR saw an advantage in pitching their client during a time when people would be focusing on natural foods. Fair enough. When I received the samples, I realized that the company is nowhere near ready to attain a PR company. The labels had handwriting on them.

I’m interested in asking the owner of Spread the Love why she thought it would be the time to attain a rep. And what promises Blink PR offered.

I’m a journalist, and I’ve also repped companies. I also made it clear what I could do, not what could happen. There’s a big difference.

Not Sold

One of the problems with a lot of email pitches I get is that there’s no clear brands identity that’s being proffered. Often my response is, “So what?” Tell me what’s new, what’s different. But also be damn sure that your product lives up to that.

The pitch for Spread the Love was that it was better than Smuckers. Decent, but I can’t write that. Partly because: isn’t everything better than Smuckers? I tasted two jars of the jams and jellies. It’s good, but I wouldn’t go on Twitter and say it’s a “Must Have.” Bless her heart, I know this must be the owner’s passion to make these products. But there was no business plan articulated beyond continuing to sell at Farmer’s Market.

You don’t need a PR rep to sell in a parking lot at the local college.

It’s up to the PR company to devise a compelling media strategy. I wasn’t compelled.

I feel wholly sorry for the Spread the Love owner. That’s why going to these seminars is important before acting. Boy, if I educated myself on stock trading before I actually did it and thought I was Gordon Gecko, I would be living an entirely different life.

The first thing to know about attaining a press rep is knowing that you’re ready. And when you’re not.

All Nippon Airways Gets Real Japanese

ANA’s 'Tastes of JAPAN’ campaign will soon move onto products from Fukushima, Osaka and Tottori prefectures between March and May 2015. 

This will include Wine jelly made with baby peaches from Fukushima; Bamboo shoot steak from the Senshu region; Koura-yaki, a traditional dish from Tottori. steak of prime Japanese Wagyu beef’ farmed in Fukushima will be available in the ANA Suite Lounge at Haneda while Crème Chiboust made with satsumas from Osaka’will be at both Haneda and Narita Airport lounges. Additionally Daisen Chicken will be served in First Class on routes departing Europe to Japan

The New Jewish Table Cookbook Allergen Conscious Recipes

Looking for Passover recipes that are also gluten-free and vegetarian or vegan?

There’s a new cookbook out by Chef Todd Gray of Washington DC’s Equinox.

Included in The New Jewish Table are “contemporary reinterpretations of traditional Jewish dishes.”

Highlights from the book, which includes more than 100 unique recipes, include Fig & Port Wine Blintzes, Yukon Gold & Sweet Potato Latkes, Matzo-Stuffed Cornish Game Hens, Smoked Salmon & Sweet Corn Beignets, Falafel with Pickled Vegetables & Minted Lemon Yogurt and Chocolate Hazelnut Rugelach. 

Here’s more about Chef Todd Gray and his co-author and wife, Kassoff Gray

From the seasonally-inspired dishes he creates every day in his award-winning restaurant to his ongoing support for sustainable farming and fishing practices, Chef Gray’s impact on Washington, D.C.’s culinary scene has been immeasurable. Todd is as widely known for his exquisite cuisine as his effervescent personality and dedication to working with and promoting local and regional purveyors. A longtime advocate for sustainable agriculture, he has played a major role in making the sustainable and regional food movements popular within the DC food scene.

A five time nominee for the James Beard Foundation’s Best Chef, Mid-Atlantic Award he was also named the Restaurant Association of Metropolitan Washington’s 2011 RAMMY Chef of the Year.

On a national scale, Chef Gray was selected by First Lady Michelle Obama to help advance her Healthy Kids Initiative, a project that encourages schools to serve students healthier meals. At the First Lady’s request Chef Gray addressed over 500 chefs on the South Lawn of the White House about implementing her vision on the Chefs Move to School initiative.

Chef Gray also currently serves as a board member on the Norwegian Seafood Council, an international organization dedicated to the promotion of sustainable fishing methods. Additionally, Todd has been the Culinary Consultant for International Trade Center Management at the Ronald Reagan building since 2001. He continues to work with Culinaire, Inc. to oversee their casual seafood concept, Watershed, a restaurant that showcases the best seafood on the Eastern Seaboard.

About Ellen Kassoff Gray: A respected industry veteran in her own right, Ellen Kassoff Gray’s vast experience in business and marketing has been one of the key ingredients to the success of Equinox and the Harvest Moon Hospitality Group, both of which she owns and operates with husband/business partner, Chef Todd Gray.

Over the years her talents and accomplishments have been recognized by numerous professional organizations: Ellen was named Manager of the Year by the Restaurant Association of Metropolitan Washington in 2007, and in 2009 she received the Women Chefs and Restaurateurs (WCR) Golden Fork Award for Front-of-the-House Excellence.

Ellen’s love for the restaurant industry and commitment to excellence is topped only by her passion for activism and supporting the causes in which she so strongly believes.  Ellen’s concern for animal welfare inspired her to launch Sugar & Champagne, an annual charity event that brings together DC’s finest pastry chefs and wine purveyors to benefit the Washington Humane Society.  To date, Sugar & Champagne has raised almost $1 million for the WHS, which provides care to more than 30,000 homeless animals every year.  In addition to honoring the work of the WHS as an organization, the event recognizes numerous individuals for their tremendous dedication and hard work towards improving the lives and treatment of animals.

Additionally, Ellen serves on the boards of the Washington Human Society and the Washington Jewish Community Center.  A longtime mentor for female chefs and restaurateurs, Ellen is a proud member of Les Dames d’Escoiffer International.

Natural Products Expo West: Press Approvals

Natural Products Expo West instituted some new procedures for press credentials this year.

I’m not sure whether it made it easier or more difficult for scammers to get in.

Previously scammers Rosie Pearson and Jody Baram have gotten in. For a big show, it’s very difficult to check on the authenticity of the application. And with several people working on credentialing, some scammers slip through unfortunately. Both these scammers have awful home pages with old article links—some not even articles. Baram and her husband David Sternlight are con artists—Sternlight is associated with the group that ran EST. Baram uses fake link titles (2015 Conference Coverage) which link back to old “articles.”

Social Media Influencers/Bloggers

This year, Expo West introduced a category for those on social media to apply as journalists. Their followers had to be substantial. For instance, 5000 followers on Twitter. Bloggers also had to have followers.

I was confused what would constitute a blog or traditional web site, as they made a differentiation to them. It made me anxious whether or not I would get approved. I did get approval yesterday.

But I hope they are indeed clamping down on scammers getting in. There’s a whole cadre of scammers and cons who go from show to show posing as journalists. The thing is they feel an entitlement to be there—Hiram Ash and Rosier Pearson yell at the people at the desk unless they get their way. Then they laugh, lounging around like their VIPs.

Siggraph does a great job of weeding people out. They bring people to a computer and basically say, “Show me or Shut up.”

Wish all events would do that.

Club Soda with Caffine!!!

Club Soda Fanatic but want more of an Oomph to it?

Enter Caffeinated Club. The taste of Club Soda but with a boost of caffeine. 34g to be exact.

With zero calories, no sugars, and no artificial sweeteners, Caffeinated Club has about the same amount of caffeine in a ½ cup of coffee. 

Caffeinated Club is preparing a massive launch campaign helped along with power influencers from the h.wood group, Pop Shop LA, and others. Billboards and ad campaigns will compliment a social media campaign #getcaffeinated from their Facebook and Twitter handles.

Caffeinated Club comes in traditional club soda as well as 3 delicious flavors, Raspberry, Lemon, and Orange-Grapefruit.

Here’s more from the release:

Founder Rocky Moseles says, “Our product is one of a kind.  There is nothing like Caffeinated Club. I’m confidant consumers will choose Caffeinated Club as a healthier alternative to other beverages with caffeine.  Our new line has invigorating taste and sparkling flavors! “