Popular Snack Maker Finds Creative Way to Improve Product Development and Fund Charities.
(1888PressRelease) January 12, 2010 - Forget the two-way mirrors, hiring a moderator and paying respondents to huddle around a boardroom table to answer questions about product names or package designs. Some firms are embracing new ways to test their marketing concepts with consumers and donating the traditional remuneration to help today's cash-strapped charities.
One company to find a creative way to engage online consumers in product development is Snack Alliance, the maker of riceworks® Gourmet Brown Rice Crisps. The riceworks® company encourages its fans to give survey feedback on product or marketing ideas and for that feedback the survey takers can select a charity to receive a donation from riceworks®.
"The more you engage your customers, more evangelical they are for spreading your product story. So it's a win-win for everybody involved, but especially for the many nonprofits that rely solely on fund-raising efforts and receive no endowments."
"By inviting our consumers to join our Advisory Panel, we build a community that gives us direction on whether a new product, flavor or package design will work in the marketplace," says Tricia Ryan, Marketing Director for riceworks®. "As an extra incentive, we offer one dollar for each survey completed, with the proceeds going to a charity selected by the Panel member."
In December alone, riceworks® donated a total of more than $5000 to women's shelters, Celiac Associations and environmental causes, thanks to the survey efforts by its Advisory Panel members.
Nominate and Vote For A Charitable Cause That Inspires
The company behind riceworks® is a big supporter of non-profit organizations in other ways. Last month the snack maker launched "Show Us Your Goodness," a social campaign that invites consumers to nominate and vote online for the charitable program they believe has gone the extra mile to "serve the greater good."
Submissions are due by February 15, 2010, at which time a panel of judges will select three finalists to be considered for $30,000 in support funds during the final round of voting.
Contest details are available at www.showusyourgoodness.com
For Ms. Ryan, the online surveys and charity support efforts are paying off with good marketing advice and goodwill for the brand and the company.
Her own research shows that 50 per cent of riceworks® consumers involve themselves with charitable efforts. "Our fans are often volunteers with big hearts, and so this is yet another simple way they can help make a difference, even if they lack the financial means to do so."
To sign up to become an Advisory Panel member for riceworks®, visit www.riceworks.com
About Snack Alliance
A privately owned U.S. company, Snack Alliance Inc. is a market-leading provider of branded and private label snack foods in North America, with customers that include Wal-Mart, Albertson's and Kroger. The firm's signature product, riceworks® Gourmet Brown Rice Crisps, is a gluten-free snack that has won kudos from the celiac community. For those who need to live a gluten-free lifestyle, riceworks is a tasty and popular snack alternative.
Popular Snack Maker Finds Creative Way to Improve Product Development and Fund Charities. 
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