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 SFA
serves as an industry voice for snack foods both by promoting
snacking
as a fun and wholesome activity and responding
to media inquiries. Snack food consumption is highest at
times associated with parties and picnics such as New Year's
celebrations, Super Bowl Sunday, Fourth of July and Labor
Day. SFA works with consumer and trade press, as well as
the industry, to incorporate snacks into these celebrations.
National
Snack Food Month
SFA and the National Potato Promotion Board
(NPPB) initiated National Snack Food Month in February 1989
to increase consumption
and build awareness of snacks during a month when snack food
consumption was traditionally low. The result has been a substantial
increase in snack food sales during this month. The promotion
kicks off on Super Bowl Sunday and publicity is generated throughout
the month of February. An important aspect of National Snack
Food Month is the popular "Routing for Dollars" Display
Contest. Sales personnel from SFA member companies and retail
partners compete for prize money for the best snack food displays.
These displays have contributed significantly to increased
snack food sales in February. Although most house holds hand
out candy
on Halloween, SFA identified this holiday as an opportunity
to increase snack sales. SFA's Halloween promotion, run in
conjunction with NPPB, encourages the use of single serve snacks
as Halloween
treats and promotes serving snacks at Halloween parties by
offering serving suggestions and party ideas.
Media Relations
SFA serves as a spokesperson for the snack
industry by informing the media about consumer snacking
trends, snack
food sales,
and by answering a wide array of media inquiries. In addition,
the association takes an active role in promoting snacking
by providing the media with information on how to include
snacks
in meals, parties and picnics throughout the year.
"SFA's promotional programs, such as the "Routing
for Dollars" Display Contest, help promote snacking
through manufacturer and retailer participation"
-RALPH DIVITO, VICE PRESIDENT, SALES OPERATIONS, PEPPERIDGE
FARM, INC.
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