Mason 22Annies Macaroni and Cheese 1

Annies Homegrown

Annies Macaroni and Cheese

Sarah Mason

May 30, 2013

Final Project: Plans Book

Product Situation Analysis

The Company

History: Annies Homegrown was founded in 1989 in New England by the once married couple, Annie Withey and Andrew Martin. Withey and her ex-husband began Smartfoods, best-known for its popcorn, in 1982, after developing its famous cheese blend. Four years later, they sold Smartfoods to Pepsico/Frito Lay for $15 million and began to develop Annies Homegrown Inc. In 1995, Annies Homegrown had a direct public offering to issue stock to investors. Three years later, the company bought Taste of Indias Tamarind Tree food line and introduced its pasta products. In 1999, Homegrown Holdings Corporation obtained stake in the company. In 2002, Annies Homegrown gained national attention after launching a global advertising campaign, sponsoring social causes including the Cases for Causes program and developing a number of scholarships for deserving students. During this time, Solera Capital bought a major share of the company. Also by 2002, Annies Homegrown had established Growing Naturally, a program to inspire school-aged children to learn about organic foods. Annies Homegrown now sells its line of snacks, cereals, pasta, dressings, sauces and most importantly macaroni and cheese line in the United States and Canada. In January 2012, Annies announced its new organic rising crust frozen pizza line, sold exclusively to Whole Foods Market. A year later, Annies had to recall the Homegrown Frozen Pizza due to a faulty screen for metal fragments in the dough. In February of this year, Annies released its pizza line again nationwide (Annies Homegrown, Inc. History). Solera Capital, which is a major share holder of Annies Homegrown, was founded in 1999 by CEO Molly Ashby. Ashby is the former chief operating officer and vice chairman of J.P. Morgan Private Equity (Dezember, 2012).

Mission and Goals: Annies Homegrown integrates natural and organic foods to develop nourishing products. Essentially Annies Homegrown aims to make a healthier and happier planet and be eco-friendly. The box that Annies Macaroni and Cheese comes in is recyclable and made with the lowest amount of carbon and greenhouse gases possible (Annies, 2012). Solera is an investment firm that is interested in the future business leaders of the world. The investment firm typically invests $10 million to $40 million in a wide sector of markets (Dezember, 2012).

Scope of Business: Annies Homegrown produces a line of snacks, cereals, pasta, dressings and sauces that are distributed within Canada and the United States. The company is especially known for its macaroni and cheese products. The company focuses on lowering its greenhouse gas emissions and leaving a small carbon footprint. Annies Homegrown also emphasizes education through 25 $1,000 scholarships to university students. In addition, Annies Homegrown is active in several social organizations and funds institutions in need (Annies Homegrown, Inc. History).

Profitability: Annies Macaroni and Cheese is the second largest macaroni and cheese brand in the nation, number one being Kraft. According to Hoovers Company Records, as of February 2013, Annies Homegrown annual net sales are $141,300,000. To date there are 85 employees for Annies Homegrown (Hoovers Inc., 2013). Industry analysts predict the organic food industry to grow at a rate of 20-25 percent per year, while the regular food products is only expected to expand 8-10 percent per year (Kennedy, 2012). Solera has seen its initial $81 million investment grow to $538.4 million (December, 2012).

Reputation: Annies is one of the worlds leading organic food companies. The companys macaroni and cheese product dominates the natural food sales and is praised for being natural and organic. Annies Homegrown is one of the fastest expanding organic food producers and is becoming a popular alternative to Kraft products (Annies Homegrown, Inc. History). Solera is comprised of 25 employees, two-thirds being female. Many investment firms are dominated by males (December, 2012).

The Product

Product Description and Positioning: Annies Homegrown products are healthier, natural and organic alternatives to its competing brands of product. According to nutritionists, Annies Macaroni and Cheese is less processed than Kraft products. Although the two products contain similar amounts of sodium, calories, protein and fat, Annies products have fewer chemical additives and compared to Kraft has lower amounts of salt, sugar and fat. Its products also appeal to audiences with eating limitations such as gluten intolerance. Many of Annies products, in addition to being organic, do not contain gluten. Also, Annies believes Genetically Modified Organisms should be labeled on the package, which is not common among leading macaroni and cheese products, which contain GMOs (Annies, 2013). At Safeway, a 5.5-ounce box of Kraft Macaroni and Cheese is $1.25 and a 6-ounce box of Annies pasta is $3.34. The justification for a higher price for Annies macaroni and cheese is due to better quality ingredients.

Product Sales: According to Annies Fiscal 2012 Annual Report, the annual sales volume was $60.6 million for macaroni and cheese meals, $56.8 million for snacks and $23.9 million for dressings, condiments and miscellaneous products. It was estimated that over 80 percent of Annies net sales were from its organic products which includes its macaroni and cheese products. According to Annies Homegrown Stock Report, the most current reported sale price of Annies common stock, which is traded as BNNY on the New York Stock Exchange, is $41.31. About 80% of Annies stock is owned by Solera Capital which seeks to build the next generation of business leaders (Hoovers Inc., 2013).

The Market

Current Customers: Annies Macaroni and Cheese products are targeted at health conscious individuals who are interested in organic alternatives to pasta products. According to product analysts, Annies Macaroni and Cheese products specifically appeal to families and college students. Annies Homegrown targets mothers ages 23-42 who are employed part-time or full-time and emphasize a healthy diet for their children but do not have time to prepare organic home cooked meals. The other target market is 18-25-year-old health-conscious females who are interested in purchasing organic alternatives to their favorite comfort food. These females spend roughly $50 per week on groceries, are health conscious and care about the wellbeing of the environment (Bloom). According to Funding Universe, Annies Homegrown products are distributed to 52 percent of supermarkets in the United States and Canada. Annies Homegrown distributes its macaroni and cheese products to Kroger, Whole Foods and other supermarkets. Consumers buy Annies Macaroni and Cheese because it is a quick and healthy alternative to popular macaroni and cheese products. The target audience generally buys Annies Macaroni and Cheese while grocery shopping likely on a monthly basis (Annies Homegrown, Inc. History).

Product SWOT analysis

Strengths: Annies Homegrown produces a wide variety of over 125 unique products. The company is only 24 years old; therefore, it will likely continue to grow as a company and gain more investors. Another strength of Annies Homegrown is it experienced a 25 percent revenue increase in the past year signaling substantial growth in its sales. Annies is now considered a multi-million dollar brand and can be found in most supermarkets and natural food stores. Annies is actively involved in the community and values the environment, which appeals to health and environmentally conscious people. Annies macaronic and cheese products were rated Best Mac & Cheese in 2005 by Mens Health Magazine. Also, the products are child friendly because of the cartoon bunny icon and fun shaped foods. Also, several of Annies pasta products are gluten-free which appeal to gluten intolerant consumers (Bloom).

Weaknesses: Annies Homegrown specializes in pasta and cracker products; however, Annies Homegrown produces other less popular products as well including fruit snacks, pizza, salad dressing and granola bars. Another weakness is organic foods tend to be more expensive because it is more expensive to grown organic foods. The taste of artificial flavorings, which are present in most processed food products, taste better to consumers because they have richer flavor (Bloom).Opportunities: Annies Homegrown macaroni and cheese is the second largest macaroni and cheese brand next to Kraft. Market analysts have said that Annies is on the rise and will continue to give Kraft a run for its money. The organic food market is growing in popularity as people are becoming more aware of chemicals involved in processed foods and GMOs. People are becoming more organic and health conscious and are willing to pay more for more nutritionally beneficial products. Also, the variety of nature foods that Annies offers is appealing to consumers. Another opportunity Annies has is its relationship with PBSs cartoon character Arthur. Annies can expand and use the childhood icon to its advantage to target certain age groups (Bloom).Threats: One possible threat involving Annies Homegrown products is the possibility that organic foods are a fad and will eventually die out. Although it does not seem like consumers will revert back to unhealthy habits, there is the possibility that organic foods will become less popular with time. As organic products become more popular, there is a possibility that more produces will join the market, giving consumers more options. Kraft has brand loyalty and is solidly the number one macaroni and cheese brand, which may cause loyal Kraft eaters from trying Annies Macaroni and Cheese. It may be difficult to top Krafts tradition (Bloom).

Target Market AnalysisPrimary and Selective Demand: Macaroni and cheese is considered to be one of Americas favorite comfort foods. There appears to be a consistent demand for macaroni and cheese products in the United States. In an article published in 2010 in the Los Angeles Times, macaroni and cheese sales have increased 25 percent over the last four years during the recession and recovery. As a whole, macaroni and cheese sales are $802 million. Kraft Macaroni and Cheese is the #1 brand, while Annies Macaroni and Cheese comes in second (York, 2010). According to a March 2012 financial statement from Hoovers Company Records, Annies Homegrown products have earned $141.3 million in revenue as of 2011. Its one-year sales growth was 20.1% from 2010 to 2011. According to May (2012), the market value of Annies Homegrown more than quadrupled from 2011 to 2012 to a current $598 million. He said Annies Homegrowns value is rapidly growing and exceeds the industry average because the company is in a high-growth, niche category. The selective demand for Annies Macaroni and Cheese is expected to increase in the next few years. Organic industry analysts predict the organic food industry and products like Annies Macaroni and Cheese to grow at a rate of 20 to 25 percent, while the regular food industry and products like Kraft Macaroni and Cheese are only expected to expand 8 to 10 percent in coming years. (Kennedy, 2012).

Target Market Defined: My target market for Annies Macaroni and Cheese is comprised of health-conscious individuals who are interested in purchasing organic alternatives to pasta products. I am especially interested in targeting consumers who are 18-25 years old females. The product is directed toward a class of consumers with higher economic standing because Annies Macaroni and Cheese products are priced higher than its competitors products, but still cheap for a meal. Annies Macaroni and Cheese will target women who spend at least $50 on groceries per week, are environmentally friendly, cook meals regularly, enjoy macaroni and cheese meals frequently and purchase products based on nutritional content. One common psychographic among my target market is health-conscientiousness. Health-conscious individuals are aware of the healthiness of ones diet and lifestyle. Annies Macaroni and Cheese will target individuals who exercise regularly, seek organic and natural food products and emphasize environmental sustainability. Another psychographic is willingness to try new things. Because Annies Homegrown is a only a 24-year-old company, its consumers have to be willing to try new alternatives in order to discover a favorable taste for its products. Lastly, the consumers I am targeting value image. Due to the fact that Annies Homegrown is a young brand and has not been scrutinized by the public for anything, they have a relatively positive reputation in the food industry. Kraft Macaroni and Cheese, Annies top competitor; however, has most recently been criticized by its consumers for including artificial coloring in its macaroni and cheese products (Tepper, 2013). It is common for newer companies to have less negative feedback because they have had less room for mistakes because they have not been around as long. Also, consumers of my product value their own image because they are purchasing healthier and more wholesome products that will not have as many negative side effects on their body and personal health. Lastly, Annies Homegrown as a company puts an emphasis on more than just its food products. Annies Homegrown represents sustainability through recyclable packaging and efforts to decrease its carbon footprint during its production processes. The owners also give back to the community through donations to charitable contributions (a total of $474,000 given to charities in 2011-2012), grants and donation of practical resources to create and sustain gardens in schools, partnerships with Farm2School, FoodCorps and other like-minded organizations and providing 25 $1,000 scholarships to university students (Annies, 2013).

Based on the demographics, behaviors and psychographics of my target market, these consumers fall under the innovator, experiencer and survivor categories of the VALS classification system (Strategic Business Insights, 2012). The target market for my product primarily falls under the innovator segment of the VALS classification system. Innovators are forward thinkers and consumers who are on the leading edge of change. They have the highest incomes and abundant resources, so they are able to indulge in higher priced products. This is important because Annies Macaroni and Cheese is a fairly new product requiring consumers to try alternatives to more familiar brands. Also, my product is generally priced higher than its competitors requiring consumers to pay more for it. Annies Homegrown is an environmentally friendly company that emphasizes organic and natural products. This is important because innovators tend to be trendy and look for the next newest thing. Consumers in my target market also fall under the experiencer segment. Experiencers are high in resources, generally 25 years in age and have a lot of energy which they pour into physical and social activities. Annies Macaroni and Cheese consumers are likely health conscious and involved in exercising and community engagement or service projects. Also, experiencers emphasize new products and services, which is important to Annies because it is still a developing brand. Finally, my target market fits under the survivor category, but only slightly. Survivors exert minimal effort to get by. Macaroni and cheese products are fairly easy to make and relatively cheap to buy. A possible geographic delimiter may be states and regions of the United States that do not have widespread whole food and organic supermarkets that carry Annies Homegrown products. Generally, macaroni and cheese is not limited to certain geographical locations, so geographic delimiters are not as prevalent; however, advertising for Annies Homegrown will not be focused on these regions. Rather, the campaign will focus on states in the Northwest that have widespread organic supermarkets.

Why this target market? I chose this target market because health conscious women ages 18-25 are likely to purchase alternatives to popular brands. According to a 2010 report published by the Organic Food Market Analysis, the organic food market is expected to reach $70 billion in the next three years, and women in my target market account for a large population of consumers who purchase organic consumers (Gitlin, 2010). Women will be able to splurge on eating their favorite comfort foods while feeling better about eating organic products. Individuals will feel healthier and be less conscious about their figures than if they were to eat Kraft Macaroni and Cheese, which contains chemicals and slightly higher levels of salt, sugar and fat. As a college student myself, I have seen many of my peers purchase Annies Macaroni and Cheese rather than Kraft products because of the organic and health elements. This target market is also important because college students are generally 18-25 years old. Annies Macaroni and Cheese has not even been on the market for that long. The other popular target market would be mothers because they purchase groceries for their children. Current college students did not experience their mothers buying these products for them because when they were growing up Annies Homegrown was not as popular or well-known. Therefore, college students are required to make their own decisions when it comes to their purchasing decisions and consumer behaviors, so it is important to target this segment of the population who are beginning to make their own purchasing decisions.

Method of Segmentation: The method of segmentation that I found to be most useful in identifying my target market was psychographic. Consumers tend to make decisions and behave based on their psychographics. Therefore, understanding consumer personalities, values, attitudes, interests and values allow market analysts to better predict consumer behavior and control what ideals a company or product communicates to its buyers. In addition, psychographics allow companies to better understand what consumers value. This is important for companies to understand in order to most efficiently communicate to its consumers.

Advertising Objectives

Primary Objective: Compare product to competitor to promote awareness. This is important because Kraft Macaroni and Cheese is the leading brand for macaroni and cheese products in the United States. Many macaroni and cheese consumers are loyal to this brand because they grew up eating it, have been exposed to many advertisements for this product and are not as aware of competing brands. Through comparing Kraft to Annies Homegrown I hope to acquaint people with my product and its brand. Annies Homegrown has a lot more to offer than Kraft does. In my advertisement, I would compare Krafts and Annies Homegrowns prices, nutritional content, impacts or lack of advertising each company has on children and company values. Promoting awareness about Annies Macaroni and Cheese is important because Annies Homegrown is a young company, not as well-known as Kraft, does not have strong brand loyalty among the target market and has more to offer to consumers than just a tasty and healthy meal.Secondary Objective: Enhance brand image. This is important because Annies Homegrown is a brand whose mission is to cultivate a healthier and happier worldby spreading goodnessthrough nourishing foods, honest words and conduct that is considerate andforever kind to the planet. Its involvement with the community, scholarship programs and sustainability efforts are important to fully comprehend just what Annies products are all about. They seek to produce tasty and healthy foods while bettering the world.Tertiary Objective: Make steady customers out of occasional ones. This is important because in order to expand in the macaroni and cheese market, Annies needs to gain consumer loyalty. Kraft Macaroni and Cheese has developed an enormous brand loyalty which differentiates it from other pasta brands. I would encourage consumers to repurchase Annies Macaroni and Cheese through emailing, mailing and texting coupons for macaroni products. Also, to encourage customers to develop brand loyalty, I would develop a system of rewards to promote repeated and more frequent purchase of Annies Macaroni and Cheese. I would develop a buy 10 boxes, get 1 free reward system. Lastly, to make steady customers out of occasional ones, I would send out Annies Homegrown newsletters via email and mail to keep consumers updated on community engagement projects, efforts with school gardens, scholarship details, environmental reports and other notable Annies Homegrown involvements. This would make consumers feel important because the newsletter would be sent to exclusive consumers. Consumers are more likely to purchase products when they feel educated and informed about the company.

Creative Brief

Company name and product name

Annies Homegrown, Annies Macaroni and Cheese

The problem we are solving

Create a campaign that educates consumers who purchase comfort food about alternatives to preservative-filled macaroni and cheese products. Kraft is currently the number one brand of choice for macaroni and cheese products. The campaign will create awareness about Annies Macaroni and Cheese because often times, Annies Macaroni and Cheese is in the organic aisle rather than positioned next to competing brands, such as Kraft and Velveeta.

Communication objectives

Primary Objective: Introduce Annies Macaroni and Cheese to consumers to convert macaroni and cheese eaters from Kraft to Annies Homegrown. This is important because Annies Homegrown is a fairly young company, and many macaroni and cheese eaters in my target audience did not grow up eating Annies Macaroni and Cheese and may not be as familiar with Annies Homegrown.Secondary Objective: Compare product to competitor to promote awareness of Annies superior qualities. This is important because Kraft Macaroni and Cheese is the leading brand for macaroni and cheese products in the United States. Many macaroni and cheese consumers are loyal to this brand because they grew up eating it, have been exposed to many advertisements for this product and are not as aware of competing brands. Through comparing Kraft to Annies Homegrown, we will acquaint people with the products qualities. Annies Homegrown has a lot more to offer than Kraft does. Promoting awareness about Annies Macaroni and Cheese is important because Annies Homegrown is a young company, not as well-known as Kraft, does not have strong brand loyalty among the target market and has more to offer to consumers than just a tasty and healthy meal. This will shift Annies Macaroni and Cheese to the top of the consumers mind when they purchase macaroni and cheese products.Tertiary Objective: Enhance brand image. This is important because Annies Homegrown is a brand whose mission is to cultivate a healthier and happier worldby spreading goodnessthrough nourishing foods, honest words and conduct that is considerate andforever kind to the planet. Its involvement with the community, scholarship programs and sustainability efforts are important to fully comprehend just what Annies products are all about. It seeks to produce tasty and healthy foods while bettering the world. This will inspire consumers to take a small, healthy step for their personal benefit and for the good of the Earth. Whos the audience?

The target market for Annies Macaroni and Cheese is comprised of health-conscious individuals who are interested in purchasing organic alternatives to their favorite comfort food products. The campaign will target consumers who are 18-25 years old, males or female, attending college or a university. This target market is important because Annies Macaroni and Cheese has not been on the market for that long. Current college students did not experience their mothers buying these products for them when they were growing up. Annies Homegrown was not as popular or well-known. College students are required to make their own decisions when it comes to their purchases and consumer behaviors. Therefore, it is important to target this segment of the population because they are beginning to make their own purchasing decisions.

The product is directed toward a class of consumers with higher economic standing because Annies Macaroni and Cheese products are priced higher than its competitors products, but still cheap for a dinner meal. Annies Macaroni and Cheese will target students who spend at least $50 on groceries per week, are environmentally friendly, cook meals regularly, enjoy macaroni and cheese meals frequently and purchase products based on nutritional content.

One common psychographic among my target market is health-conscientiousness. Health-conscientious individuals exercise regularly, seek organic and natural food products and emphasize environmental sustainability.

Another psychographic is willingness to try new things. Because Annies Homegrown is a only a 24-year-old company, its consumers have to be willing to try new alternatives in order to discover a favorable taste for its products.

Also, Annies Macaroni and Cheese consumers value image. Due to the fact that Annies Homegrown is a young brand and has not been scrutinized by the public for anything, it has a relatively positive reputation in the food industry. Kraft Macaroni and Cheese, Annies top competitor, has most recently been criticized by its consumers for including artificial coloring in its macaroni and cheese products (Tepper, 2013). It is common for newer companies to have less negative feedback because they have had less time to make mistakes. Also, consumers of the product value their own image because they are purchasing healthier and more wholesome products that will not have as many negative side effects on their body and personal health.

Lastly, Annies Homegrown as a company emphasizes more than just its food products. Annies Homegrown represents sustainability through using recyclable packaging and aiming to decrease its carbon footprint during its production processes. The owners give back to the community through donations to charitable contributions (a total of $474,000 given to charities in 2011-2012), grants and donation of practical resources to create and sustain gardens in schools, partnerships with Farm2School, FoodCorps and other like-minded organizations and providing 25 $1,000 scholarships to university students (Annies, 2013).

In conclusion, the shared attitudes and needs are willingness to try new things, using products that value image, seeking comfort foods and using products that are conscious of carbon footprints. Brand personality

The campaign should communicate that Annies Homegrown Macaroni and Cheese will fulfill comfort food cravings in a healthier way than Kraft, and will simultaneously benefit the Earth. Annies Homegrown embodies earth-friendly, cheery, healthy characteristics and progressive characteristics. The brand is committed to environmental stewardship. Annies Homegrown uses rich soil, fresh water and clean air during its production process. It also seeks to reduce the amount of waste that comes from its products. More than 90 percent of Annies Homegrown packaging is recyclable. Annies Homegrown produces a healthier alternative to one of Americas favorite comfort foods: macaroni and cheese. Annies Macaroni and Cheese contains fewer calories, less sodium, more fiber and less sugar than Kraft Macaroni and Cheese. Consumers often indulge in comfort foods because they trigger emotional responses that are comforting and remind consumers of their childhood, giving consumers a sense of security and happiness. Annies Homegrown is healthy and uses natural ingredients in its products. Unlike its competitors, Annies does not use artificial dyes or preservatives like Kraft does. Annies Macaroni and Cheese is natural and real. It would be helpful for the ads to be welcoming, up-beat and informational. A key aspect of Annies Homegrown is that it offers more than just food products. It is important to spread awareness about their sustainability efforts to consumers. Lastly, Annies Homegrown is progressive because they promote organic products. Organic alternatives are trendy and popular. Consumers who are progressive are likely to embrace the organic features and the brands eco-friendly practices.

Benefits

Annies Macaroni and Cheese offers personal and environmental benefits. Annies Macaroni and Cheese is organic and made with natural ingredients, which is beneficial to consumers. Although consumers are indulging in a cheesy-pasta meal, they can be sure they are not consuming chemicals and preservatives found in competing macaroni and cheese brands. This caters to consumers who are conscious of their diets and do not want to eat unhealthy products. Because Annies Macaroni and Cheese is made with natural ingredients, consumers may feel less guilty. Also, Annies Macaroni and Cheese is beneficial to the environment. Annies Homegrown is committed to tracking, measuring and reducing its carbon impact. In doing so, they are conscious of the production process and especially packaging. Consumers benefit from this because they will feel eco-friendly by purchasing Annies Macaroni and Cheese that supports sustainability, versus Kraft Macaroni and Cheese that does not emphasize eco-friendly conduct.Additional Suggestions

It would be helpful to include taste-tests in the campaign. Understanding that Annies Macaroni and Cheese tastes similar to its competitors will be key to converting macaroni and cheese consumers who are nonusers of Annies.

Creative Concept

References

Annies. (2013). Our practices. Annies Homegrown, Inc. Retrieved March 6, 2013, from http:// tinyurl.com/3m5rz5Annies Homegrown, Inc. History. (n.d.) Funding Universe. Retrieved March 5, 2013, from http://tinyurl.com/a48x6udBloom, P., Griffis-Perkins, C. R., Metzel, A., Plucinski, M., Sheckman, J., & Smith, J. (n.d.) Annies Homegrown: Certified organic [PowerPoint slides]. Retrieved from sheckman.com/portfolio/powerpoints/strategy_annies.pps

Dezember, R. (2012, April 13). The buyout brain behind Annies IPO. The Wall Street Journal. Retrieved from http://tinyurl.com/6owwlkjGitlin, B. (2010, November 8). Health-conscious consumers fueling organic food growth. GMO Journal: Food Safety Politics. Retrieved from http://tinyurl.com/pscbpj8Hoovers Inc. (2013, February 13). Annies, Inc. Retrieved on March 7, 2013 from LexisNexis Academic databaseKennedy, K. J. (2012, June 7). Annies, Inc. Annual Report on Form 10-K 2012 Fiscal Report. United States Securities and Exchange Commission. Retrieved from LexisNexis Academic database.

May, R. (2012, March 29). Annies Homegrown shares soar nearly 90% on first trading day. Food Beat. Retrieved from http://tinyurl.com/czefkowStrategic Business Insights. (2012). US Framework and VALS Types. Retrieved from

http://tinyurl.com/y9hzhl7Tepper, R. (2013, March 8). Artificial food dyes in Krafts Macaroni and Cheese under fire as petition calls for their removal. The Huffington Post. Retrieved from http://tinyurl.com az72srbYork, E. B. (2010, Aug. 20). Macaroni and cheese makers looking beyond childrens plates. Los Angeles Times. Retrieved from http://tinyurl.com/d85rsly