lisa kelly, mph, rd senior vice president vicki nesper vice president

Lisa Kelly, MPH, RDSenior Vice President

Vicki NesperVice President

Who We Are• Leading global communications firm ― 100 markets and 2,800 staff

• Specialized experience in food & beverage and consumer nutrition• Strong network of the most

important food and nutrition influencers

• Expert in developing and shaping a compelling narrative ― opinion research, reputation management and engaging influencers, media and consumers

• Drive marketing communications for top consumer brands throughout network

• Social media innovators MSLGROUP is the Publicis Groupe’s flagship public relations, branding, social media and

events network.

20 Years of History With USB

• Goal is to maximize grower profit by increasing the use of soybean components in the food supply – both oil and protein

• Dedicated team of 12+ to advancing soybean utilization in food

• We do this through several connected activities: • Direct marketing to the food industry (primarily for

commodity and enhanced trait soybean oils); • Expansion of the “health halo” with health influencers

(starting with soy protein, and broadening it to oil); • Providing customers (industry buyers such as chefs and

manufacturers as well as end-users) and influencers with the resources they need to recommend and purchase soy;

• And removing market barriers such as concerns about biotechnology, sustainability or soy health effects that could harm market share if left unchecked

Food Influencer NetworkFood Company

Meetings

Food Industry & Influencer Conferences

Food Media Relationships

Deep Ties to Food Bloggers

Nutrition Promotion to Allied Health Professionals

Culinary Development

• Full test kitchen and research facility on-site

• Food trend identification and analysis

• Food concept development• Testing and sensory

evaluation• Food sampling

management• Cooking demonstrations• Tradeshow representation• Recipe contest

management

JOY BLAKESLEE, RDCulinary Center Director

UNITED SOYBEAN BOARD AND QUALISOY

Our Target Audiences are Vast

• Health professionals• Registered dietitians• Nurse practitioners• Physician assistants

• Food and beverage industry and food scientists

• Foodservice industry and culinary professionals

• Trade and consumer media• Consumers

We Navigate Path to Purchase

• AHA INAP• Nutrition

symposia• Dietary

Guidelines• Industry

alliances

• News stories: TV, radio, Print & online

• Trade advertising/ editorial

• Marketing brochures

• Digital content & traffic drivers

• Patient room exam posters

• Recipes• Mobile site for

shoppers• Sustainability

guide

• Tradeshows• Conference

sessions• Biotech

education• Technical

literature on benefits/ safety

• Digital resources: Web, enews, podcasts

Public Affairs

PublicAwareness

Influencer Advocacy

Practical Motivation

We employ a mix of new &

proven marketing activities

ProductLaunch

• Trait specs• R&D support• Marketing

trends• Foodservice

promos• Retailer

partnerships

Award-Winning Marketing Program

Year-after-year,USB’s program receives

top national & international awards