7:20 REGISTRATION AND MORNING COFFEE
7:50 CHAIRPERSON’S OPENING REMARKS
8:00 BEYOND CLEAN LABELS: THE NEW CHALLENGE OF BUILDING BRAND TRUST IN FOOD
Consumers are demanding transparency from food manufacturers on a wide variety of issues, from animal welfare with humanely raised healthy animals to incorporating simple ingredients and processes in food manufacturing. This session
addresses initiatives among food and beverage manufacturers to support consumers’ interest in ethical consumption and marketing communication strategies around this narrative. Furthermore, additional efforts to protect brands from adverse publicity by understanding and neutralizing issues before they escalate is addressed as a goal for today’s marketers.
Combating loss of trust and “Big is Bad” thinking
- Appealing to various consumer groups with tailored messaging
- Striking the right tone when responding to misinformation
- Electronic and social media that best deliver the story
Eric Christianson, Senior Vice President Marketing
8:45 GLUTEN-FREE FOODS: MARKETING FOR SUCCESS
This session shares approaches to product positioning and marketing by blending an emphasis on product attributes with authentic emotional values. Smaller food manufacturers are admired for nimbleness, product development flexibility, speed-to-market and consumer support but also face daunting challenges with keeping up with consumer demands and changing tastes. A realistic discussion of the entrepreneurial spirit in food development will provide valuable insights for
small and large food companies alike.
- Go-to-market strategies for start-ups
- Matching product to the customer
- Optimum use of marketing tools for best results
Kim Ullner, Founder
1-2-3 GLUTEN FREE
9:30 OPPORTUNITIES FOR FURTHER GROWTH IN GLUTEN-FREE FOODS
The gluten free phenomena that has evolved from a limited product category low on flavor and selection to one that has expanded across all segments of the food industry now presents challenges for food marketing executives to stay ahead of demands for more products across proliferating categories while retaining credibility and purchase interest among consumers. This session explores emerging product platforms that can potentially expand brands and increase sales. Furthermore, marketers of gluten-free foods will weigh the benefits of gaining certification from a third party to differentiate products and provide consumers added reassurance of the gluten-free claim.
- Gluten-free trends and the inclusion of untapped food categories
- Risks and benefits of third-party gluten-free certification
- Consumer communication beyond the label
Anna Sobaski, President and Co-Owner
BREADS FROM ANNA
10:15 COFFEE AND NETWORKING BREAK
10:30 STRATEGIES FOR SMALLER COMPANIES TO SUCCESSFULLY MARKET HEALTHIER FOODS AND BEVERAGES: PANEL
Smaller companies often have a built-in advantage with consumer perceptions of trustworthiness and authenticity. At the same time these organizations are faced with fewer resources and smaller, multi-functional teams that hinder development
of an effective marketing program to take sales to the next level. Having an opportunity to discuss methods for resource allocation and prioritization and best practices for consumer communications is of interest to marketing executives across all sizes of organizations through a presentation of case studies on marketing effectiveness in smaller companies.
- Capitalizing on the perceived authenticity of smaller brands
- Recognizing limitations of smaller marketing teams
- Prioritizing marketing activities to maximize impact
- Identifying marketing resource gaps and solutions
Julie Nargang, AZTECA FOODS, INC.
Anna Sobaski, BREADS FROM ANNA
Kim Ullner, 1-2-3 GLUTEN FREE
11:15 THE ROLE OF THE FTC IN FOOD AND BEVERAGE ADVERTISING AND MARKETING CLAIMS
Marketing executives responsible for packaged goods advertising and marketing communications need to be aware of enforcement actions led by the Federal Trade Commission (FTC) especially as related to health claims, deceptive endorsements, buried disclosures and native advertising. A number of recent, high profile FTC enforcement actions involving food and beverage manufacturers shed light on the risk of monetary judgments and the need for claims substantiation. Marketing executives must consider potential responses from the FTC when developing traditional advertising and new media marketing strategies. This session will review:
- FTC authority over food and beverage marketing and overlap with FDA
- FTC claims substantiation requirements for marketers
- Recent cases of interest (Gerber, KFC, Lord & Taylor, POM Wonderful), and
- Strategies for compliance
Richard Wegener, Counsel
FAEGRE BAKER DANIELS LLP
Former Sr. Attorney Green Giant Company, Division Counsel US Foods Group for the Pillsbury Company
12:15 LUNCHEON FOR ALL ATTENDEES, SPEAKERS AND SPONSORS
12:45 FURTHER GROWTH PROSPECTS IN HEALTHIER BEVERAGES
Healthier energy drinks have flourished in the beverage category with products positioned to appeal to various target consumer groups. This session explores emerging energy drink platforms that can potentially expand company portfolios and increase sales. Furthermore, opportunities and challenges in marketing an early stage healthy energy drink will give marketers insights into the process as well a framework for successful product launches.
- Ingredient claims that appeal to consumers
- Using social media to gain endorsements and credibility
- Capitalizing on future beverage trends
Kim Feil, CEO
Former CMO Walgreen’s, SVP, CMO Sara Lee North America, SVP Marketing & Strategy Cadbury Schweppes & Dr. Pepper/7UP
1:30 E-COMMERCE: CAPTURING ADDITIONAL FOOD AND BEVERAGE SALES
Marketers develop an appreciation for e-commerce as an emerging vehicle and discover marketing advantages to having a dedicated, controllable channel for healthier foods and beverages sold online. Case studies on smaller entrepreneurial start-ups’ reliance on internet sales establishes a foundation for exploring this channel for all foods and beverages. Furthermore, calculating current costs of entry and developing an ROI provides marketing executives a framework to evaluate e-commerce as a viable channel for product categories.
- Characteristics of foods and beverages that sell well on-line
- Refining the marketing message to appeal to on-line consumers
- Case studies of successful start-ups in the on-line grocery space
Cheryl Lett, Director of Sales, E-Commerce
THE HAIN CELESTIAL GROUP, INC.
2:15 COFFEE AND NETWORKING BREAK
2:30 PANEL: RETAIL MARKETING OF BETTER-FOR-YOU FOODS AND BEVERAGES
Retail executives from a variety of channels (traditional grocery, meal delivery, natural products) will discuss current trends among customers for better-for-you options and marketing approaches to address these needs, capture sales and increase share. Manufacturers will gain insights into retail strategies and expectations of support and synergy with in-store marketing programs such as weekly ads, couponing and sampling. Addressing changing consumer desires across channels gives manufacturers a framework for continuing successful partnerships with retail customers to ensure marketing messages are effectively developed and implemented.
- Successful retailer marketing programs in the better-for-you space
- Use and effectiveness of various media (in-store, online)
- Case studies of joint initiatives between retailers and manufacturers
Andrew Nadin, Chief Marketing Officer, SCHNUCK MARKETS
Kim Feil, BIZHIVE
3:15 BEYOND HEALTHIER FOODS AND BEVERAGES: TARGETING SPECIFIC NEEDS
Marketers interested in expanding product categories beyond healthier foods and beverages can look to products that address specific health conditions such as weight loss or muscle loss due to medical therapies and/or aging. This session
explores the newly emerging “nutrition as medicine” concept with opportunities and challenges in developing products and marketing this concept. Furthermore, marketing strategies tailored to interested parties will provide a framework for
developing this intriguing category.
- Gaining credibility by partnering with medical science
- 3rd party collaboration among doctors, dietitians and caregivers
- Marketing to key stakeholders such as doctors and dietitians
Chet Rao, Ph.D., Strategy, M&A & Business Development-SFG
HORMEL FOODS CORPORATION
4:00 STRATEGIC INSIGHTS TO FUEL GROWTH IN SMALLER START-UPS
As smaller companies take the innovation lead from larger established organizations, food marketers face challenges and seek solutions to cope with the associated growing pains. This session addresses key components of successfully implementing a food and beverage growth strategy that combines big company discipline with entrepreneurial spirit and provides a pathway to success. Perspectives and new thinking on the business and consumer environments conducive to the growth in better-for-you products and methods to capitalize on these trends prove that the timing has never been better to develop, position and launch healthier foods and beverages.
- Mainstream vs. niche-finding the sweet spot
- Marshalling outside resources to accelerate growth
- Blending big company experience with small company spirit
Stan Turek, General Manager, HELLO DELICIOUS! BRANDS
4:45 CLOSING REMARKS AND CONFERENCE CONCLUSION