LOUISIANA SEAFOOD PROMOTION AND MARKETING BOARD DECEMEBER MEETING

December 9, 2015

Louisiana Seafood Promotion and Marketing Board
Regular Meeting Minutes
December 9, 2015
1:00 p.m.
Capitol Park Welcome Center
702 N. River Road, Baton Rouge, LA 70802

Board Members Present
Sal Sunseri, Chairman
Larry Avery
Mayor Sherbin Collette
Randy Davis
Chalin Delaune
Daniel Edgar
Jakov Jurisic
Chef Tenney Flynn
Chef Peter Sclafani

Board Members Absent
Alan Gibson
David Maginnis
Troy Parria
Pete Tortorich

Introduction of Guests:
John Fallon, Audubon Institute
Eric Hoffman, Hoffman Media
Katie Guasco, Hoffman Media
Mike Ketchum, NO Fish House
Don Benoit, D and T Crawfish
Julie Samson, Office of the Lieutenant Governor
Anne Dugas, Louisiana Sea Grant
Scott Couvillon, Trumpet
Jordan Russo, Trumpet
Emily Sampson, Trumpet
Marc Ehrhardt, The Ehrhardt Group
Caitlin Switzer, The Ehrhardt Group
Vito Zuppardo, Miles Media
Theresa Overby, Miles Media
Renee Ganucheau, Events Specialists
Jacques Berry, Office of the Lieutenant Governor
Caroline Berry, Office of the Lieutenant Governor
Lieutenant Governor Jay Dardenne
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This meeting is being held in compliance with Louisiana’s Open Meetings Law as defined by La. R.S. 42:11, et seq.
Public comments must be related to an agenda item as set forth in La. R.S. 42:14.
I. Call to order. The meeting was called to order by Chairman Sunseri.
II. Roll call and introduction of guests. Ms. Hess began roll call. It was noted that a quorum was present. Guests introduced themselves.
Mr. Sunseri then introduced Lieutenant Governor Jay Dardenne, who spoke to the board and thanked everyone for their service. He briefly touched on how the board came under his office in 2013 and commended the board on responsibly spending the BP funds, with about $8M remaining. He suggested we find a creative ways to find new revenue sources once the BP funds are exhausted. He noted that the new administration has a great interest in this board.
III. Adoption of the agenda. A motion to adopt the agenda was made by Mr. Collette and seconded by Mr. Jurisic. There being no discussion or public comment, the motion carried unanimously.
IV. Review and approval of motions from October meeting
A. Adopt August minutes
B. Accept Financial Report and Budget
A motion was made by Mr. Jurisic to accept the motions from the October meeting, and the motion was seconded by Mr. Edgar. There being no discussion or public comment, the motion carried unanimously.
V. Adoption of minutes from the October 22, 2015 Board Meeting. A motion was made by Mr. Avery to adopt the minutes from the October meeting, and seconded by Mr. Sclafani. There being no discussion or public comment, the motion carried unanimously.
VI. Reports
A. Committee Reports
Executive – Mr. Sunseri spoke as his last meeting as board chairman, and noted that he is rolling off the board, along with Mr. Gibson and Mr. Maginnis. He noted that Ms. Hess’s last day is tomorrow. He then thanked the board for their work. He stressed the importance of sustainability of seafood as we move forward. We are the voice and presence for the state of Louisiana seafood.
i. Finance – Mr. Delaune gave the financial report, and noted that our state financials are around $456,000. He commented that earlier this year we received funds from task forces later than usual, which is used to fund staff salaries, and would like to get a head start and try to confirm this early next year. He then reported that our budget is to spend $2.7M in BP funds this fiscal year. And we spent around $337,000 to date. He
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This meeting is being held in compliance with Louisiana’s Open Meetings Law as defined by La. R.S. 42:11, et seq.
Public comments must be related to an agenda item as set forth in La. R.S. 42:14.
suggested we become more aggressive in our spending, but to remain cautious. He noted the activity by vendor report is more detailed now, and has line items to show more detail on services/goods, or advertising. This helps explain where funds are being spent, and is more transparent.
A motion was made by Mr. Edgar and seconded by Mr. Collette to accept the financial report and budget. There being no discussion or public comment, the motion carried unanimously.
ii. Legislative – Mr. Tortorich was absent, and no report was given.
iii. Education – Mr. Parria was absent, and no report was given.
iv. Marketing – Mr. Flynn gave the following report: he cooked both farm and wild shrimp at Global Culinary Innovators for a group of corporate chefs and it was a good presentation to this group. Contacts were exchanged and the chefs realized the difference in wild gulf shrimp vs. farm raised. He is working with Trumpet on the new Restaurant Co-Marketing program. He also suggested we make Louisiana Seafood business cards to exchange at events with the basic info, website, etc. Mrs. Profita noted that we do have these and exchange them at trade shows, and also noted the species guides and information on the co-op program. Further discussion was held on generating leads and staying in touch/following up with them with Mrs. Profita, Mr. Flynn, Mr. Couvillon of Trumpet and Mr. Ketcham of New Orleans Fish House.
B. Executive Director’s Report
i. Review of Completed and Upcoming Events. Mrs. Profita gave an update on the following events:
 Barton Seaver: We entered into an agreement with Mr. Seaver for $5,500 in exchange for social media takeover, photos and 3 articles for our use.
 Louisiana Book Festival. This year we supplied seafood to cookbook authors and were in the cooking demonstration tent. We had a table at the front for maximum exposure.
 Global Culinary Innovators. We provided shrimp for Mr. Tenney to cook with corporate chefs at this event in New Orleans. We received great feedback and made good contacts.
 Ole Miss. Mississippi Seafood held a tailgate at the LSU/Ole Miss game in Oxford, MS. We were well represented and a seafood tailgate package was given away.
ii. Assistant Executive Director Report
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This meeting is being held in compliance with Louisiana’s Open Meetings Law as defined by La. R.S. 42:11, et seq.
Public comments must be related to an agenda item as set forth in La. R.S. 42:14.
Ms. Manda gave an update on the Grass Roots events at chemical plants, Shell, Dow, BASF and Syngenta. She thanked Chef Troy Deano for cooking at these events. The latest event was a lunch and learn at BASF using holiday recipes created by Pennington. Mrs. Profita noted that these events are taking off well, and also commended Chef Deano for his cooking and representing the board so well. Ms. Manda reported that she is working with Mr. Tortorich to do an event for employees at Associated Grocers in January, along with Mr. Sclafani.
iii. Plans and proposals
Mrs. Profita presented sponsorship of the following items:
 Hogs for the Cause. We have been approached with a $25,000 sponsorship of the gala held on March 31, or a Friday night seafood challenge, where 100 teams would have a competition using Louisiana seafood. Discussion was held among Mr. Flynn, Mr. Sclafani, Mr. Avery, Mr. Edgar and Mr. Delaune with varying opinions on the effectiveness of this event. Mr. Sclafani suggested we obtain rights of the recipes created for the challenge and use these for a future cookbook, and other board members agreed. Mrs. Profita thinks this is great exposure where 100 teams must cook with Louisiana seafood.
A motion was made by Mr. Jurisic and seconded by Mr. Flynn to sponsor this event for $10,000, once deliverables are established, confirming that Louisiana seafood is used. There being no further discussion or public comment, the motion carried unanimously.
 Fisheries Forward Summit. Sponsorship of this event for $5,000, to be held on March 1 at Ponchartrain Center. The board has sponsored this in the past, and noted this is a great way to get in front of fisherman. As co-sponsors, the board will receive a speaking opportunity, booth space and have our logo featured in all marketing materials. After discussion, the board agreed this is a good event and agreed to the sponsorship.
A motion was made by Mr. Delaune and seconded by Mr. Sclafani in support of the $5,000 sponsorship of the Fisheries Forward Summit. There being no discussion or public comment, the motion carried unanimously.
 Synergy Booth. Mrs. Profita introduced Ms. Ganucheau of Event Specialists and presented purchasing a new booth for $65,000. They met with Synergy, who designed and houses our current
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This meeting is being held in compliance with Louisiana’s Open Meetings Law as defined by La. R.S. 42:11, et seq.
Public comments must be related to an agenda item as set forth in La. R.S. 42:14.
booth used for trade shows. The proposal is to purchase a new lightweight, modern kitchen and booth to use at future trade shows, and would cost less to ship, set up/take down, and store, saving the board several thousand dollars. The earliest it would be ready is for the NRA/Chicago show. After discussion, the board agreed this is a good decision.
A motion was made by Mr. Avery and seconded by Mr. Collette to spend $65,000 to purchase a new booth. There being no further discussion or public comment, the motion carried unanimously.
 Seafood Incubator. Mrs. Profita discussed the Iceland Incubator and how it has created ways to use seafood waste and turn it into useful products. LSU MBA students have already begun researching on seafood sustainability, and Mrs. Profita suggested that if successful, this project could be a good revenue source in the future, and make the board eligible to apply for grants. The proposal is to spend $10,000 for LSU to research creating a Louisiana Seafood Incubator. Discussion was held and board members agreed it is a great idea.
A motion was made by Mr. Delaune and seconded by Mr. Avery to spend $10,000 towards LSU MBA student research for a Louisiana Seafood incubator. There being no further discussion or public comment, the motion carried unanimously.
 Mobile Seafood Market. Mrs. Profita proposed having a truck sell Louisiana seafood in downtown Baton Rouge once/twice a month where consumers in the area can purchase Louisiana seafood directly from the fishermen. This would be a great, simple way to promote direct to consumer purchases and get some attention. We would rent a refrigerated truck, advertise to downtown businesses, promote on social media, and estimates costs around $9,000. Discussion was held with varying responses and it was decided not to pursue this project.
 Legislative Reception. Last year we spent $8,000 on this event, and had a low turnout of legislators. Mrs. Profita suggested we do a different venue/event next year, and is open to discussion. After several suggestions, it was decided to consider doing three days of lunches at Capitol in Rotunda, serving Louisiana seafood, instead of an evening reception.
A motion was made by Mr. Jurisic and seconded by Mr. Collette to spend up to $10,000 on the Legislative Reception in 2016. There
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This meeting is being held in compliance with Louisiana’s Open Meetings Law as defined by La. R.S. 42:11, et seq.
Public comments must be related to an agenda item as set forth in La. R.S. 42:14.
being no further discussion or public comment, the motion carried unanimously.
A motion was made by Mr. Sclafani and seconded by Mr. Avery to accept the Executive Director’s report. There being no discussion or public comment, the motion carried unanimously.
VII. Old Business
A. Ethics Reminder. Ms. Hess reminded board members to complete ethics training
online. She sent an email reminder about this to board members who still need to complete training by December 31, 2015.
B. Hoffman Media. Ms. Guasco reported that Louisiana Cookin’ magazine was just released, and includes our ad on the front inside cover of the latest issue. This is part of the $30,000 ad buy we recently acquired, and noted the Chefs to Watch event video is on their website and social media, and is gaining huge growth/following with users on Facebook. Mr. Hoffman also spoke and noted that he appreciated the relationship with the board and they are telling stories and sharing recipes on Louisiana seafood in the magazine.
C. Ehrhardt. Ms. Switzer reported that she is working with the Office of Lieutenant Governor to pursue secured media opportunities to feature stories across the country in our targeted markets. Ensuring that media goes out to restaurant and grocery store owners, encouraging them to use Louisiana seafood. Topics include SENA, NRA, LASCO, GASCO and CIA Flavor Summit. She then recapped the following data from this year: Total Impressions: 82M, with 135 Stories, 26 Markets Reached, with a total ad value of $476,000. Looking ahead, they will promote Walk the Hill, SENA, NRA, Flavor Summit, LASCO and GASCO. She noted that they are available for support in 2016 for any events.
D. Trumpet Update. Mr. Couvillon gave an update on work orders, campaigns and next steps. Work Orders: canceled Wholesaler program; mobile seafood market and truck wrap are still pending. Spent roughly $315,000 to date; plan to spend remaining $1.3M between now and next June. Campaigns: new consumer campaign launched last week and trade will launch early January. New campaign is based on message that domestic is better than imported. Advertising on allrecipes.com, foodnetwork.com, food52.com, finecooking.com. They are monitoring all sites/messages to see what the response is. LouisianaSeafood.com update – added American seafood coast guard creative. Videos will be added to site when vendor is decided. He noted the dashboard analytics display real-time results has been updated and will be sent to the board. Last week alone there were 4,000 sessions with 3,500 users. Mr. Couvillon reported the media buy for trade campaign launch is $200,000, and
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This meeting is being held in compliance with Louisiana’s Open Meetings Law as defined by La. R.S. 42:11, et seq.
Public comments must be related to an agenda item as set forth in La. R.S. 42:14.
the consumer media buy will be $230,000 later in 2016. Discussion on the four bids for video vendors was held, and it was decided to use Twisted Fiction.
A motion was made by Mr. Avery and seconded by Mr. Edgar to use Twisted Fiction to produce videos for our website. There being no discussion or public comment, the motion carried unanimously.
VIII. New Business
There was no new business.
IX. The next Regular Board Meeting is scheduled on February 10, 2016.
X. Adjourn. The motion to adjourn was made by Mr. Sclafani and seconded by Mr. Collette. There being no discussion or public comment, the motion carried unanimously. The meeting was adjourned by Mr. Sunseri.