2. 2
Lundberg Family Farms is one of the largest organic rice companies in America for
which I served as the primary public relations account manager for six years (2008 –
2014). My efforts on behalf of Lundberg Family Farms included developing a yearly
public relations strategy for the brand. Although the angles may have changed from
year to year, each plan was executed utilizing creative targeted pitches, timely news
releases, engaging in ongoing dialogue with food and beverage media, as well as
strategy alignment with internal social media team. Results included hits with high-
profile national media outlets including as Women’s Health, Real Simple, INC.
Magazine, The Today Show, The San Francisco Chronicle, Clean Eating Magazine,
The New York Times, and Grocery Headquarters.
Lundberg Family Farms
3. 3
Eat Smart
Today
Supermarket Splurge or Save?
“I really enjoy this rice from this particular company. It’s
organic. This is arborio rice. It’s a nice creamy rice. Or some
wild rice. This rice gives some pop and really good flavor. So,
it’s good to use.”
-Madelyn Fernstrom,
Diet and Nutrition Editor for NBC's Today Show
MSNBC raved about Lundberg rice products, stating
they were the best rice choice to purchase at grocery
stores.
Unique Page Views per Month: 10M.
National Coverage
7. 12,275,599
Unique Visitors
per month
7
GreenRightNow
Syndicated show
appearing on local ABC
affiliates including Austin,
San Francisco, New
York, Los Angeles,
Chicago, Philadelphia, and
Houston.
24,067 unique
visitors per
month
Highlight on Sustainability
8. “The odds of a good outcome improve when the
child has grown up in the business, helping out
on weekends and vacations. In this way, she
may come to understand the company
intimately and perhaps learn to see a future in it.
As Jessica Lundberg says of her decision to join
the fourth-generation Lundberg Family Farms,
in Richvale, California, "The family legacy and
the opportunity were compelling.“ Though
Jessica worked on the farm as a child, neither
she nor her parents assumed it was her destiny.
But after college, she decided to spend a year
seeing if she could make a place for herself.
Harboring zero sense of entitlement, Jessica
embarked on a series of low-level jobs: filing
papers, working sales shows, driving a tractor,
and weeding in the plant nursery, which she
now runs. That apprenticeship exposed her to
important parts of the business and gave her
credibility with other employees.”
““The odds of a good outcome improve when theThe odds of a good outcome improve when the
child has grown up in the business, helping outchild has grown up in the business, helping out
on weekends and vacations. In this way, sheon weekends and vacations. In this way, she
may come to understand the companymay come to understand the company
intimately and perhaps learn to see a future in it.intimately and perhaps learn to see a future in it.
As Jessica Lundberg says of her decision to joinAs Jessica Lundberg says of her decision to join
the fourththe fourth--generation Lundberg Family Farms,generation Lundberg Family Farms,
inin RichvaleRichvale, California, "The family legacy and, California, "The family legacy and
the opportunity were compelling.the opportunity were compelling.““ ThoughThough
Jessica worked on the farm as a child, neitherJessica worked on the farm as a child, neither
she nor her parents assumed it was her destiny.she nor her parents assumed it was her destiny.
But after college, she decided to spend a yearBut after college, she decided to spend a year
seeing if she could make a place for herself.seeing if she could make a place for herself.
Harboring zero sense of entitlement, JessicaHarboring zero sense of entitlement, Jessica
embarked on a series of lowembarked on a series of low--level jobs: filinglevel jobs: filing
papers, working sales shows, driving a tractor,papers, working sales shows, driving a tractor,
and weeding in the plant nursery, which sheand weeding in the plant nursery, which she
now runs. That apprenticeship exposed her tonow runs. That apprenticeship exposed her to
important parts of the business and gave herimportant parts of the business and gave her
credibility with other employees.credibility with other employees.””
Impressions: 3.5M
Unique Views per
Month: 1.5M
8
Highlight on Sustainability
10. 10
All hands on deck!
Naturally occurring arsenic
in ground and water was
an ongoing concern for
Lundberg Family Farms
and the issue came to a
head when Consumer
Reports came out with it’s
first story on the subject
in 2012. As a member of
Lundberg’s Crisis
Communication team, I
worked with journalists
and the client to put a
positive spin on the
matter and continue to
field and respond to
inquiries in subsequent
coverage.
Crisis Communication
11. La Tortilla Factory worked with me from February 2013 through April 2014. Although
my time with this client was short, my 14 months of hard work was fruitful thanks to
my long standing relationships with the media for our other food clients – namely
Lundberg Family Farms. Notable media hits for this client included Every Day with
Rachael Ray, Oprah.com, WeightWatchers.com, Men’s Health, and Family Circle.
La Tortilla Factory
12. Oprah
Magazine Circulation: 2.4M+ |
Impressions: 8.5M+
Unique Visitors: 1.8M+
May 3, 2013 March 2013
La Tortilla Factory
National & Regional Coverage
13. In an effort to garner
some Cinco de Mayo
coverage, I organized a
special authentic recipe
taste test with nine
family members and the
Press Democrat’s food
editor Diane Peterson.
The resulting article
about the family and
their recipes appeared in
the May 1st food section
and was perfectly timed
to bring attention to La
Tortilla Factory’s product
line days before the
Mexican Cinco de May
celebration.
18. When local Chef Duskie Estes won the coveted Cochon 555 title of “Queen of Porc,”
she decided it was time to hire a public relations firm to help raise her profile. During
the three years in which I worked with her and her husband John Stewart, I not only
helped raise the profile of Duskie and John, but also promoted their Black Pig Meat Co.
products. My biggest project and success for this client was announcing the opening of
the new Zazu Kitchen + Farm at The Barlow in Sebastopol, California. Notable media
hits for this client included National Culinary Review, Wall Street Journal, Oakland
Magazine, Food & Wine Magazine, and Sunset Magazine.
ZAZU Restaurant
Duskie Estes & John Stewart
22. “Heritage bacon. Could
life get better? It can,
particularly if chefs
John Stewart and
Duskie Estes―and a
really great back
story―are involved…”
23.
24. 24
“Husband and wife
restaurateurs Duskie
Estes and John Stewart
are the creative force
behind Santa Rosa’s
Zazu restaurant.
Sustainable and
extremely self-sufficient,
Estes and Stewart’s Zazu
is like ‘Little House on
the Prateria’ in
California’s Sonoma
County.”
― Open Table
