NICRA April 2021 Bulletin

April 2021

THE BULLETIN THE

OFFICIAL

PUBLICATION

OF

THE

NATIONAL

ICE

CREAM

RETAILERS

ASSOCIATION

How to Evaluate Flavors and Extracts

CONECON Time is running out!

Sessions expire April 24th

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A MESSAGE FROM THE EXECUTIVE DIRECTOR

I still vividly remember by first day as a police office in Brisbane Australia. I had just finished 6 months training at the state policy academy and was sworn into to service on the 5th of June 1990. That next Monday, I walked into the Wynnum Police Station, having studied policing in theory for 6 months but haven’t no idea about “life on the streets”. In fact, the first thing multiple officers told me on my first day was “forget everything you learned at the academy”. That’s when you need a mentor.

There are a lot of training videos, podcasts, and information on the “University of You Tube” that can give potential frozen dessert store owners an idea of what to expect in the business, but for real life experience and a true take on “life behind the dipping cabinet” you need a mentor.

NICRA is launching our revamped mentor program, NICRA “Cone-nections” next month. We have had “ad-hoc” mentor programs before, however this program is designed to get the most out of our seasoned veterans and be a real asset to new members of NICRA and new operators to the industry.

If you feel you have the experience and the temperament to help a new operator through the pitfalls of the business, then we would love to hear from you. Similarly, if you are a new member and a new operator, and could use some advice from a seasoned operator, then we would also like to hear from you.

Later this month we will launch the program with an industry wide webinar. Keep your eye on the Facebook page and your email for details. As an executive team we feel this program will be a huge addition to the value of our membership as well as helping our industry become stronger through better operations and practices.

I look forward to seeing you in the program.

Steve Christensen

Executive Director NICRA

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As we process names and additions to the page we look for matching membership records. If there are no matching membership records we cannot grant employees or team members access.

Click over here to see how its done:

Going beyond what you thought you needed in a point-ofsale system.

Prolific’s easy-to-use system lets you modify every menu to perfectly fit your business type.

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Kim Bissonette West Sand Lake, New York Lisa Belle Marsh Moonscoops Marina, California Katelyn Williams Kate's Gluten-Free Waffle Cones Portland, Oregon Moncef Bennaji Orange Octopus Sarasota, Florida Delson Jeanvilma Yum Crumbs Edgewater, Florida

Brian Bostwick Molto Orlando, Florida

Jamila Miller J Mills Elite Treats Rochester, New York

Laura Maring Ripleigh's Creamery McSherrystown, Pennsylvania

Jackie Wood De Vor Dairy Farm & Creamery Kalkaska, Michigan

Ashley Garrison The Hop Ice Cream Cafe Asheville, North Carolina David Bryngil Mai Tiki Ventures Inc. Florham Park, New Jersey M.J. Mangiarelli Mangis Frozen Custard

Michaela and Steve Bell Good Vibes Ice cream Oran, Missouri

Matt Kojetin Sophie Enterprises Cocoa, Florida

Jerry Tysinger D&T Creamery Las Vegas, Nevada

Kareem Holmes Mikey Likes It Ice Cream New York, New York

Dale Mizer Ravenna, Ohio

Kenneth Morgan Mobetta Ice Cream Phoenix, Arizona

Maggie McClain Sundae In Paris Paris, Texas

Meghan Koll Little Fox Cups + Cones Del Mar, California

Mark Rigas Mister Softee Belleville New Jersey

Haisha Tinuke Seeetdrips Ikotun Lagos

Renee Famula IFPC Fenton, Missouri M.J. Mangiarelli Mangis Frozen Custard Half Moon Bay, California

FOOD SAFETY SUPPORT HOT-LINE FOR

SMALL/ARTISAN DAIRY PROCESSORS Not sure where to start? Our network of food safety experts from Universities across the US are here to help you take the next step by providing free one-on-one plan consultation and review.

315-787-2600

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Dairyfoodsafetycoach@cornell.edu

Cost - Effective Flavor Evaluations One of the most common questions we get asked daily is, “how do we evaluate flavors or extracts?” Understandably, most retailers, or soon to be retailers feel they need to make a full batch, freeze and taste. While this process presents the end product for evaluation it is inherently wasteful of your time and resources, two things that are precious to your bottom line. Additionally, the majority of prospective business owners do not have a commercial location or equipment to run the trial.

So, what are some of the options?

1. Half & Half Plus Sugar Method 2. Actual Mix Method 3. Scaled Down Batch Method To begin, let’s cover converting US fluid ounces to milliliters as this will be utilized for scaling down the flavor or extract portion of the exercise. This is important as the majority of food products in the American market are measured in Gallons, Fluid Ounces, Weight Ounces and Pounds, while the rest of the World and scientific community utilizes the Metric system, Liters, Milliliters and Grams.

Please see below: 1 Fluid Ounce = 29.5735 Milliliters

Half & Half Method For customers that do not have equipment or mix, you can test flavor profiles in a sugar and dairy mixture. This method is substantially less expensive than using an actual frozen dessert mix and can be used for extensive or large scale flavor testing.

Start by mixing the below: 880 grams of Half & Half 120 grams of granulated sugar Use a scientific scale and 4 cup Pyrex measuring cup and stir vigorously until all the sugar is dissolved. Then measure off 4 Cups (32 Fluid Ounces) into a separate container. This mixture mimics the dairy fat and sucrose levels in a common frozen dessert mix.

Now, look at your flavor/extract usage recommendations. Let’s assume that the extract calls for 2 fluid ounces for every 2.5 gallons of mix. To calculate the flavor usage see below: 128 Fluid Ounces per Gallon 320 Fluid Ounces in 2.5 Gallons 322 Fluid Ounces Total 2 fluid Ounces/322 fluid ounces = .62% Now back to the 32 ounces (4 Cups) of Half & Half and sugar in the separate container.

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32 fluid ounces equals:

Scaled Down Batch Method

32 x 29.5735 milliliters = 946.35 milliliters

Scale down your normal batch size for testing purposes to minimize waste. For example, instead of flavoring a 2.5 gallon bag of the mix for a soft serve freezer, run 1.25 gallons, which will charge and run several servings through most soft serve equipment. This method is typically used as the last and final test before committing the flavor to your menu board.

To determine the amount of flavor to add to the 16 ounces, see below: 946.35 x .62% = 5.86 milliliters, round up to 5.9 milliliters Measure in milliliters with a glass pipette, such as the ones below. These can be sourced easily in 5, 10 or 15 milliliter sizes.

After adding the appropriate amount of flavor to the 32 fluid ounce sample, shake vigorously and place in the freezer for 30-45 minutes. Then remove the container, shake vigorously and pour into sample sizes for evaluation. The semi frozen product will mimic the coldness that we experience when eating frozen desserts. Keep in mind that cold temperatures depress our ability to taste, similar to the difference between hot versus cold coffee.

Have fun testing your foundational flavor profiles, while saving time and money in the process!

Simplified flavor evaluations will typically include three main categories that can be rated on a scale of 0-5. 0 being not preferred and 5 being a home run. Categories are: Color Flavor Sweetness Complete the evaluations independently versus in a group to eliminate bias. Evaluators across all demographics are highly recommended and we typically include a large group of young tasters as they represent a large portion of the consuming public.

Actual Mix Method

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Use the Half & Half calculations with your actual in house mix of choice.

Andrew Jones President

Lloyd’s of Pennsylvania, Inc.

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Instagram Reels vs. TikTok Target Market The short-form video trend appears to be here to stay. In 2020, 73% of videos clocked in at two minutes or less and we’ll likely see videos get even shorter during 2021.

of 2020 and remained the most downloaded app in Q1 2021. The app currently has more than 689 million monthly active users, up from 500 million in 2019.

Study shows that 15 years ago, the average attention span for watching videos was 20 minutes and now it is 2 to 5 minutes. By creating bite-sized, snackable videos that are highly consumable, companies can get their message across quickly before audiences lose interest.

The folks at Wired nailed it when they described TikTok as “fast-paced and chaotic, combining elements of Spotify, Snapchat, Vine, and Twitch into a single social network.”

As TikTok, a platform strictly for micro-video content, skyrocketed in popularity, Instagram quickly worked to introduce its own version— Instagram Reels.

Sure the global pandemic certainly contributed to its booming popularity, but despite the controversy surrounding the app’s Chinese roots, it doesn’t seem to be going anywhere any time soon.

Now the question is, which one should businesses use? To help answer that, below we break down the similarities and differences between Instagram Reels vs.

TikTok.

Overview of Instagram Reels vs. TikTok Increased consumption of video on social media isn’t anything new, neither are platforms dedicated to short-form video.

Anyone remember, Vine?

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But TikTok changed the game by becoming the most downloaded app

TikTok caused such a disruption in the social media industry that other platforms worked quickly to create similar versions.

The most successful to date has been Instagram Reels which launched in August 2020. Rather than create an entirely separate platform, Instagram opted to add the functionality to its existing app which has been wildly successful in its own right with over 1 billion people using Instagram every month.

Instagram itself was among the top five most downloaded apps last year.

The app scored roughly 13 million downloads in Q2 2020 alone. As of January 2021, Instagram was second only to TikTok in the App Store in terms of downloads. Since the launch of its Reels feature, downloads of the app increased by 11.4%.

Audience Demographics While both platforms offer the same type of content, the demographic on TikTok seems to skew younger than Instagram Reels.

TikTok’s largest user age group remains 1834-year-olds (42.7%), however, the platform is seeing a notable increase in use among middle-aged adults. Its user base is dedicated, with the average user spending a staggering 21.5 hours per month in 2020 (compared to 12.8 hours in 2019).

The younger user-base presents challenges in terms of ad-targeting but helps explain the boom of influencer marketing.

Timer and Countdown Align: To help create seamless transitions Speed: Choose to speed up or slow down part of the video or audio TikTok offers all of these features and more such as filters, templates, and the ability to “duet” with other users.

It’s evident TikTok wants to hold onto its top spot with the amount that has been invested into creating new features. Already this year, TikTok has added: Auto-captions to improve accessibility Comment review option ‘Playlists’ to group clips into themed collections A new video editor to help brands create more native-looking TikTok clips Small Business Resource Center to help small and medium-sized businesses Video scheduler to plan TikToks in advance

There are not currently audience demographics just for Instagram Reels, but for Instagram as a whole, 37% of adults in the U.S. use the platform. The largest user age group is adults ages 25-34 (33.1%) followed closely by the 18-24-year old age group. In terms of gender, 57% of its users identifying as female and 43% male. Of its total users, 62% log in at least once a day.

Plus with a TikTok Pro account, users can access valuable audience and content analytics to target the right audiences and really understand what they’re interested in.

Features

Creating Posts

Instagram users can record and edit together 15 to 30-second video clips set to music and share them to their Stories, Explore Feed, and the Reels tab on a user’s profile. Users can also choose from a variety of creative editing tools including: Audio / Music: However, the music feature may not be available to business profiles Augmented Reality (AR) Effects Transitions Stitchable Takes

User interface aside, creating an Instagram Reel or TikTok is fairly similar. You can either choose to film video clips on the spot or upload a pre-edited video from your camera roll.

Currently, there aren’t any insights for Instagram Reels. Right now, users can only see the number of views, likes, and comments.

TikToks can be up to 15 seconds long, but users can also connect multiple clips together for up to 60 seconds of total recording. You can also upload longer videos

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that have been recorded outside the app itself.

Reels are limited to 15 or 30 seconds in length, but you’d be surprised at what you can squeeze in a 15 or 30-second spot.

The beauty of producing a short-form video for your business is that you don’t typically need a lengthy script or elaborate setting.

Often, videos that aren’t overly produced perform best as they feel more authentic.

Some of the types of content that perform well on TikTok and Instagram Reels include: Educational (ex. recipes, how-to videos, hacks) Behind The Scenes (ex. workspace tour, meet the team, how it’s made) Product Highlights User-Generated Content But keep in mind, if you want to save time by repurposing content, Instagram has confirmed that content that’s visibly recycled from other apps (containing logos or watermarks) will be less discoverable on the Reels tab. In other words, DON’T upload videos with TikTok (or other app watermarks) into Reels.

Which Is Better for Businesses?

When it comes to Instagram Reels vs.

TikTok, there’s no clear winner when it comes to which is better for businesses.

For those who already have an established and engaged audience on Instagram, its Reels feature is a great way to jump on board with the growing short-form video trend. With fewer features, it has a shorter learning curve and those who already use

the app are more likely to post consistently which is a key to finding social media success.

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Using TikTok is a great way to show another side of your brand, build a niche community, and target a younger generation of buyers.

Plus, there are a lot of different opportunities that brands and businesses can explore when it comes to advertising on TikTok such as infeed ads, branded effects, sponsored hashtag challenges and brand takeovers.

If you’re not ready or have the resources to use Instagram Reels and TikTok, ask yourself two questions: where is your audience and which one can you commit to using consistently?

TargetMarket

DIREC DIREC DIREC DIREC DIREC DIREC Please verify the directory information on your NICRA membership page.

This year's yearbook will include your listed store address.

You can still rewatch sessions from last months event until April 24th

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Save the Date Date: November 7th, 8th and 9th Location: The Rosen Plaza in Orlando, Florida Conecon 2021 is scheduled for the 7th, 8th and 9th of November this year!

We will be providing updates and timelines on Convention and Trade show activities over the next few weeks.

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MARKETING CALENDAR APRIL 2021 Daily Holidays April Fools or All Fools Day: 1 National Burrito Day: 1 (First Thursday) Good Friday: 2 National Hand Made Day: 3 Easter: 4 National Deep Dish Pizza Day: 5 Hostess Twinkie Day: 6 National Beer Day: 7 National Unicorn Day: 9 National Siblings Day: 10 National Pet Day: 11 National Licorice Day: 12 Ramadan: 12-5/11 Scrabble Day: 13 Thomas Jefferson Day: 13 National Dolphin Day: 14 National Pecan Day: 14 Nabisco Animal Cracker Day: 18 Bicycle Day: 19 Administrative Professionals Day or Secretary's Day: 21 Banana Day: 21 Kindergarten Day: 21 National Chocolate-Covered Cashews Day: 21 National Jelly Bean Day: 22

World Penguin Day: 25 Alien Day: 26 National Pretzel Day: 26 Pretzel Day: 26 Babe Ruth Day: 27 National Superhero Day: 28 Dandelion Day: 30 National Bubble Tea Day: 30

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MARKETING CALENDAR MAY 2021 Daily Holidays Batman Day: 1 Herb Day: 1 Space Day: 1 Lemonade Day: 2 Intergalactic Star Wars Day: 4 National Teacher Day: 4 Cinco de Mayo: 5 Russel Stover Candies Day: 6 National Train Day: 8 V E Day: 8 Mother's Day: 9 Eat What You Want Day: 11 Hostess Cupcake Day: 11 National Nutty Fudge Day: 12 National Chocolate Chip Day: 15 National Slider Day: 15 National BBQ Day: 16 I Love Reeses Day: 18 National Juice Slush Day: 19 World Bee Day: 20

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National Pizza Party Day: 21 National Taffy Day: 23 Cookie Monster's Birthday: 25 National Wine Day: 25 Eat More Fruits & Vegetables Day: 27 National Hamburger Day: 28 Memorial Day: 30 Mint Julep Day: 30 Hamburger Day: 31 Memorial Day: 31 National Smile Day: 31

A NOTE FOR OUR SUPPLIER MEMBERS Hey there, Supplier Member. Hopefully by now you have seen quite a few changes in the way NICRA is improving member benefits and communicating with our members.

Our main method of communication is still our monthly Bulletin published on the 10th of each month. Up until recently, the NICRA Bulletin has struggled to attract advertisers and we have been offering free ads to those supplier members who contributed an article.

THE GOOD NEWS IS.....

We have recently put extra effort into increasing the effectiveness of the Bulletin with the following functions: Full Color Front Cover President and Executive Director Messages Monthly Food Safety Articles Marketing and Event Calendars More Links to articles and online content.

This has led to high engagement through open rates and link clicks.

With this higher engagement, we are having more inquiries by Supplier Members about advertising to our members again in the Bulletin. For this purpose, we are publishing the NICRA Bulletin Advertising rates for 2021.

Please find them as follows: 1 issues 3 issues

6 issues

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issues 1/4 page

$70

$65

$60

$50

1/2 page

$90

$85

$80

$70

Full Page

$160

$150

$140

$120

DISPLAY ADVERTISING Frequency rates are based on the total number of insertions used within a twelvemonth period.

Space Reservations: 10th of month preceding publication Material Deadline: 15th of month preceding publication.

Please direct any questions to Steve Christensen, Executive Director at the below contact details.

743 Spirit 40 Park Dr, Suite 121, Chesterfield MO 63005 636 778 1822 * Toll Free: 866-303-6960 E-Mail: info@nicra.org * Web: www.nicra.org

NICRA OFFICERS 2021 President Dave Deadman, Chocolate Shoppe Ice Cream, Madison, WI Vice President Patti Otte, Sweet Firefly Gourmet Ice Cream, Richardson.

TX Treasurer Charlie Wilcox, Marianne’s Ice Cream, Santa Cruz, CA

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Secretary Kelly Larson, Sweet Temptations, Grand Haven, MI Immediate Past President George Xouris, Andia's Ice Cream, Cary, NC Executive Director Steve Christensen, Chesterfield, MO Terms Ending Annual Meeting 2021 Bob Hearn, Hearn’s Ice Cream, St Mary’s ON Canada Zach Burton, Nielsen Massey, Waukegan IL Christine D’Amico, Over the Top, Pleasant Hill IA Terms Ending Annual Meeting 2022 Charlie Bomboy, Bomboy's Homemade Ice Cream, Havre De Grace, MD Dirk White, The Alaskan Creamery, Sitka, AK Kyle Cameron, Joy Cone Company, Wirtz, PA Rick Pizzi, Pizzi Farm Ice Cream, Waltham, MA Jill Curran, Kimball Farm, Inc., Westford, MA Terms Ending Annual Meeting 2023 Valerie Henrici, Sue Kloter, Donnie Montgomery, Andy Jones, 2020 SUPPLIER OFFICERS President Ben Keser, Novelty Cone, Pennsauken Township, NJ Vice President Evan Waldt, Ice Cream Equipment Spec. Reno, NV Secretary/Treasurer Nichole Theriault, I.Rice & Company, Inc.. Philadelphia, PA Chairman Kyle Cameron, Joy Cone Co., Hermitage, PA COMMITTEES AND COMMITTEE CHAIRMAN Executive Committee David Deadman, Chocolate Shoppe Ice Cream, Madison, WI Nominating Committee George Xouris, Andia’s Homemade Ice Cream, Morrisville, NC

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Convention Committee Dave Deadman, Chocolate Shoppe Ice Cream, Madison, WI Membership Committee Patti Otte, Sweet Firefly Gourmet Ice Cream, Richardson. TX Ice Cream Clinic Committee Christine D’Amico, Over the Top, Pleasant Hill IA Scholarship Committee Sue Kloter, Kloter Ice Cream Barn, Ellington, CT NONDISCRIMINATION POLICY NICRA is committed to a policy of nondiscrimination in all of its endeavors. To that end, NICRA shall not tolerate any words or acts of discrimination, harassment or any inappropriate behavior in general against any person affiliated with NICRA, including its members and guests, with regard to race, sex, color, creed, religion, age, national origin, disability, marital status or sexual orientation.

This Bulletin is published by: National Ice Cream Retailers Association 743 Spirit 40 Park Dr., Suite 121 Chesterfield, MO 63005 George Xouris, Chairman Publications Committee Steve Christensen, Executive Director, National Ice Cream Retailers Association.

This issue of the NICRA Bulletin is now available online at http://www.nicra.org. Click on the Members Only button and enter your Username and Password. If you cannot find your Username and Password, call the NICRA office at 866-303-6960 or send an e-mail to info@nicra.org requesting the information.

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