Future-focused Friday
Fresh Summit kicks off with Friday dedicated to education, featuring game-changing ideas and information, speakers who will revolutionize your thinking and networking that emphasizes peer discussion.
Choose from education sessions focused on your business priorities and your interests — the PMA 'Communities of Interest' include:
Take your business and career to the next level with overviews from several Fresh Summit Educational Sessions
View 2012 Fresh Summit RecapEducational Workshops Co-sponsored by:
- Series 1Friday, October 26
8:45am - 10:15am - Series 2Friday, October 26
12:30pm - 2:00pm - Series 3Friday, October 26
2:15pm - 3:45pm
Closing the Gap: Engaging Multiple Generations in Today’s Dynamic Marketplace
Communities:
Primary: Business Innovation & Leadership (Brought to you in conjunction with the PMA Foundation for Industry Talent)
Secondary: Marketing & Sales
Speaker:
Seth Mattison, Millennial Guru and Keynote Speaker, BridgeWorks, LLC Follow Seth Mattison on Twitter @sethmattison
Description
To truly understand today’s customers, sales and marketing professionals must think beyond income level, education, buying preferences, and spending habits. First, they must gain a clear understanding of the very different generations populating the marketplace… how do they differ, and what are their unique needs? Don’t miss this lively and informative presentation, which will help you understand which sales approaches and marketing techniques appeal to different generations. Get answers to tough questions like: How do you find the “hot buttons” of each generation? Which sales pitches will appeal more to a Baby Boomer than a Gen Xer? And how do we leverage the latest technology to connect with a new generation born online?
The Food Safety Modernization Act (FSMA) Traceability Pilot
Communities:
Primary: Food Safety, Technology & Supply Chain
Moderator:
Ed Treacy, Vice President, Supply Chain Efficiencies, Produce Marketing Association
Speaker:
Caitlin Hickey, Staff Scientist, Institute of Food Technologists
Panelists:
- Sherri McGarry, Senior Advisor, U.S. Food and Drug Administration (FDA), Office of Foods and FDA lead for traceability regulations
- Caitlin Hickey, Staff Scientist, Institute of Food Technologists
- Teri Miller, Produce Category Manager, Delhaize America, LLC, and member of Produce Traceability Initiative (PTI) Implementation Working Group.
- Tom Casas, Vice President, Tanimura & Antle and Industry Chair, PTI Master Data Working Group
Description
With so much changing information in the pipeline on food safety, are you on a need-to-know basis? Well, when it comes to the latest outcomes and findings about traceability, you need to know! Empower yourself and your business by getting an overview of pilot studies conducted by the Institute of Food Technologists (IFT) for the U.S. Food and Drug Administration (FDA). The pilots are an important input in the formation of the FDA regulatory requirement for product tracing. This session highlights the challenges presented by traceability, and covers the IFT’s recommendations to the FDA from the FSMA mandated produce tracing pilot.
This workshop has been cancelled and is not rescheduled for any other time during Fresh Summit. We apologize for the inconvenience. If you have any questions about the FSMA Traceability Pilot, contact Ed Treacy through the PMA/PMA Foundation Center, booth 2538.
The Innovation Conversation: How to Survive the e-Revolution
Communities:
Primary: Business Innovation & Leadership
Secondary: Marketing & Sales
Speakers:
- Kevin Coupe, Content Guy, MorningNewsBeat.com
- Tom Furphy, CEO, Consumer Equity Partners
Description
Change is a business reality. And in today’s dynamic e-environment, companies throughout the fresh produce supply chain must evolve at the pace of a web click. In this session, hear from MorningNewsBeat’s Kevin Coupe and Tom Furphy, formerly of Wegmans and Amazon.com, as they engage participants in a far-reaching and provocative conversation about where traditional retailing is heading, what can be learned from e-commerce successes, how to compete in the new environment and how to understand the new consumer.
How Mobile Levels the Playing Field
Communities:
Primary: Marketing & Sales
Secondary: Business Innovation & Leadership
Speakers:
- Kelly Smith, CEO, RGI Inc.
- Dr. Carrie Colbert, Director of Shopper Marketing, RGI, Inc.
- Michael Bigley, Director of Creative Technology, RGI, Inc.
Description
Today’s shoppers are on-the-go. And, more and more, their favorite shopping buddy is their smart phone. Mobile is revolutionizing the path to purchase in even greater ways, with shoppers adopting mobile 80 times faster than the Internet. Highly-scalable, mobile marketing is impacting purchasing behavior across the board, allowing companies of all shapes and sizes a level platform to compete. Don’t miss this enlightening session that will cover where, when and how shoppers are using their mobile devices to make purchases, and how your company can incorporate mobile marketing into your business strategy.
The New Global Supermarket: Open for Business
Communities:
Primary: Global Trade & Trends
Speaker:
Matt Tripodi, US Government & Trade Relations Manager, Euromonitor International
Description
China or Brazil? India or Mexico? Where are the best opportunities for your company’s growth in new and emerging markets? What are the rewards of globalization? What products will be in high demand? Matt Tripodi, U.S. Government & Trade Relations Manager with the global market research firm, Euromonitor International, has a few ideas about these topics. This is a “don’t miss it” session for any company who wants to gain an understanding of the opportunity analysis of global food consumption trends around the world in order to assess existing business strategies and plan for (potentially explosive) growth.
Selling Produce in an Era of Unprecedented Opportunity and Challenge
Communities:
Primary: Marketing & Sales
Speaker:
Eric Peters, Chief Executive Officer, FoodLink Online Follow Eric on Twitter: @foodlinkonline
Description
Out with the old, in with the new—including unprecedented new opportunities for those who grow, package, transport and sell. Join Eric Peters, President and CEO of FoodLink Online, as he explores some of the novel approaches being used today to help both retailers and suppliers thrive in this brave new world. Session participants will understand how technology, regulations and consumer demands are revolutionizing the industry and delve into specific ways to maximize freshness in-store; optimize pricing and promotional strategies; reduce uncertainty in the supply chain to deliver superior service at a lower cost; and satisfy the needs of the consumer to drive sales.
It’s a Digital World—5 Simple Steps to Social Media Success
Communities:
Primary: Marketing & Sales
Speaker:
John Avola, Founder & CEO, Social Good 360
Description
Today, 81% of purchasing decisions are influenced by people they know. This statistic is even more relevant to produce professionals as consumers are questioning where their food comes from, how their produce is grown and are more aware of the benefits of eating a well-balanced diet. This session opens the limitless opportunities for companies to connect with their customers, build loyalty and increase sales. Participants will learn how to create a profitable social media strategy in 5 simple steps that can be applied immediately.
Please Note: This session is designed as a ‘social media 101’ program for beginners. A follow-up and more advanced session takes a deeper dive into monetizing social media: “Beyond Branding: Leveraging Social Media to Drive Sales,” taking place on Friday, October 26 from 2:15 p.m. - 3:45 p.m.
Capitalize on Your Sustainability Efforts: Reach a Consumer Base That Cares and Buys
Communities:
Primary: Marketing & Sales
Speaker:
Ronald McCormick, Wal-Mart Stores, Inc., Sr. Director of Local Sourcing
Joe Pezzini, Ocean Mist Farms, Chief Operating Officer
Tim York, Markon Cooperative, Inc., President
Description
You already know that sustainable business practices are good for the earth, and studies have shown consumer interest in sustainability continues to grow (69 percent of consumers have said it is important that foods they purchase or consume are produced in a sustainable way). This presents opportunities to leverage sustainability programs to drive sales and reach shoppers who are motivated to buy fresh produce that is grown in a sustainable manner. Tapping into this influential consumer base means first reaching them with authentic, powerful messaging… a “sustainability story” that breaks through the barrage of marketing clutter and demands a response. Learn how to capture the attention of these influential customers—while capturing greater market share—and see how you can both measure sustainability and improve efficiencies to boost your business’ success.
Note: statistic source in description above is the International Food Information Council (IFIC) 2012 “Consumer Perceptions of Food Technology & Sustainability” survey.
Global Door to Door Logistics: Understanding Global Trends and their Impact on Logistics
Communities:
Primary: Global Trade & Trends
Speaker:
Drew Schwartzhoff, Director of Marketing-Sourcing, C.H. Robinson Worldwide, Inc.
Description
World food demand is rising at a rapid pace. How is the continually increasing consumption of fruits and vegetables impacting the supply chain and how we do business? How are the demands affecting global energy markets? More importantly, how are you seeking out and leveraging new opportunities? In this thought-provoking session, identify the global logistics impacting your buying and selling decisions. Gain a new perspective of what the supply chain will look like in just a few years. And fast-forward to a future where your company is positioned to reap the rewards of a healthier world.
The Global Door to Door Logistics: Understanding Global Trends and their Impact on Logistics workshop has been cancelled and is not rescheduled for any other time during Fresh Summit. We apologize for the inconvenience.
Gaining a Fresh Perspective on the Key Elements of “Solutions” Selling
Communities:
Primary: Marketing & Sales
Speaker:
Michael Corcoran, Owner, Corcoran Consulting, Inc.
Description
In today’s competitive marketplace, your sales focus must always be on selling solutions and furthering customer development, not only your product or service. Success today requires sales professionals to be consultants, customer advocates, problem solvers, educators, negotiators, change agents and more. You must go beyond the ‘tried and true’ sales techniques of the past to secure new business acquisition and enhance customer retention. Having a mindset that zeroes in on customer needs not only puts you ahead of the competition, but helps drive increased performance as well. During this highly interactive session, Michael Corcoran underscores and highlights the concept of ‘solutions’ selling.’ The bottom line? Before you can sell anything, you must first gain customer buy-in, and your ‘solutions’ selling mind-set positions you to do just that.
Top Health Trends to Shape Produce Profitability
Communities:
Primary: Marketing & Sales
Speaker:
Suzy Badaracco, President, Culinary Tides, Inc. Follow Suzy on Twitter @sbadaracco
Description
You know the story. Consumers often say that they want to eat healthier. But what they say and what they do are often completely different. Join this lively session that will shed light on both consumer intent and behavior. You will get a handle on how healthy food trends in the U.S. marketplace are impacting the produce industry, and how to differentiate between trends that are a flash in the pan… and those that are here to stay. Plus, get a snapshot of where these healthy consumer trends are headed, and learn how to read ‘between the lines’ so your company can better identify the long-term trends and craft relevant strategies to capitalize on them for a healthier bottom line.
Preventive Controls & Wash Water
Communities:
Primary: Food Safety, Technology & Supply Chain
Speaker:
Jim Brennan, SmartWash Solutions, LLC, General Manager
Trevor V. Suslow, Ph.D., University of California, Davis, Extension Research Specialist of Preharvest to Postharvest Produce Safety
Dr. Bob Whitaker, PMA, Chief Science and Technology Officer
Description
Anyone concerned about food safety—which means everyone—needs to know about preventive controls on wash water. What are they? Why are they important? And why have they recently gotten so much press coverage in our industry? This session will answer these questions and more, underscoring the importance of validation and verification to prevent outbreaks. During this interactive discussion with a panel composed of FDA representatives and industry leaders, wash water will be highlighted as an example of a preventive control that truly impacts food safety… and your bottom line.
Beyond Branding: Leveraging Social Media to Drive Sales
Communities:
Primary: Marketing & Sales
Speaker:
Carisa Miklusak, CEO, tMedia Strategies Follow Carisa on Twitter @carisamiklusak
Description
A new sales landscape has emerged, reshaped by an array of innovative social media strategies. The revenue opportunities for small and medium-sized organization in this brave new world are plentiful. To benefit, you need to understand how social media works with traditional media to speak to today's consumer. Join us at this collaborative session and engage in hands-on learning to gain the power tools necessary to integrate social media into your current business practices and begin to monetize these efforts immediately. This is a unique opportunity for participants to sharpen skills that drive sales and fuel revenue.
Please Note: This session is designed as an advanced program on social media, not for beginners. It serves as a follow up to “It's a Digital World - 5 Simple Steps to Social Media Success,” offered on Friday, October 26 from 12:30 p.m.-2:00 p.m., which is more targeted to social media novices.
Fresh Produce as a Preferred Load: Competing for Transportation in a Shrinking Market
Communities:
Primary: Business Innovation & Leadership
Speaker:
Doug Stoiber, Vice President of Produce Transportation Operations, L&M Transportation Services, Inc.
Description
Escalating costs and a profusion of new regulations are squeezing drivers and truck owners out of the transportation industry at a record pace; the availability of truck capacity is scarce and getting more so as the economy struggles out of its rut. Never before have shippers and buyers been more keenly aware of how getting produce from the field and into the hands of customers impacts their bottom line. Offering produce to consumers in a smart, cost-effective way means first becoming better consumers ourselves—of transportation services. This session is for the shippers, growers, packers, inspectors, truck owners, drivers, transportation brokers, and buyers who want to learn how to compete with other commodities for the best value in transportation.
Your Business 2.0: Super iPad™ Tools that Keep You On-The-Go
Communities:
Primary: Business Innovation & Leadership
Speaker:
Phil Goodman, Apple Product Professional and Owner of Goodman Consulting
Description
These days, wherever you’re going, you can take it with you! The iPad, the most unique, flexible and powerful mobile computing system ever developed, puts the world at your fingertips. Join Apple Certified Trainer, Consultant and iPad expert Phil Goodman for an interactive session designed to teach participants how to harness the power of iOS (Mobile Operating System) to facilitate daily business tasks. If you want to learn how to host remote meetings, manage data with a single click, deliver powerful presentations—without a projector, understand cloud computing concepts and simplify your work life. Navigate your way the functional world of this highly demanded Apple product…..this session is a must-attend.
Note: WiFi access will be available to the first 100 participants. Attendees are encouraged to bring their iPads to provide an interactive hands-on experience.
iPad™ is a registered trademark of Apple Inc.
Retaining Top Talent and Keeping it Engaged – A Total Rewards Approach
Communities:
Primary: Business Innovation & Leadership (Brought to you in conjunction with the PMA Foundation for Industry Talent)
Speaker:
Paul Rowson, HR Business Partner, Manager, The MITRE Corporation
Description
Companies like yours go the extra mile to recruit top talent. However, the buck doesn’t stop there. Keeping key performers motivated and engaged requires a well-designed rewards strategy that offers more than just competitive pay. Whether you work for a large corporation or a small business, this session offers invaluable insight into keeping talent focused on their future in your business. You’ll learn how short-term incentives, a work-life balance, career development, rewards and recognition… all of these intangible elements factor into a compensation package that goes beyond a paycheck.
Turning Consumers into Customers to Increase Consumption
Communities:
Primary: Marketing & Sales
Speakers:
- Tish VanDyke, General Manager, Food and Nutrition, Edelman
- Karen Halliburton Barber, Assistant Vice President and Sr. Agricultural Analyst, Rabobank, N.A.
- Laurie Demeritt, President, The Hartman Group
Moderator:
Steve Lutz, Executive Vice President, Nielsen Perishables Group
Description
No matter where you fit in the supply chain, your goal at the end of the day is increasing consumption. Ultimately, more fresh produce consumed means healthier bottom lines for everyone in this industry. But what drives increased consumer demand? A desire for increased health? A quest for fresh new flavors? A desire to make a social statement? Or all of these things put together? If these are some of the questions that keep you up at night, don’t miss this insightful workshop, featuring an interactive discussion with a panel of consumer demand research experts. You’ll gain a better understanding of the drivers that impact consumer purchasing behaviors, and convert decision makers into buyers.
Spotlight on Wash Water
Communities:
Primary: Food Safety, Technology & Supply Chain
Speaker:
Jim Gorny, FDA, Senior Advisor for Produce Safety
Walter Ram, The Giumarra Companies, Vice President of Food Safety
Trevor V. Suslow, Ph.D., University of California, Davis, Extension Research Specialist of Preharvest to Postharvest Produce Safety
Dr. Bob Whitaker, PMA, Chief Science and Technology Officer
Description
It seems that every day a new, “cleaner, more effective” wash water sanitation product hits the market. With so many options to choose from, how do you choose the one that best meets your needs? How do you read between the lines and understand exactly what a product’s claims mean to your end product? Instead of succumbing to the confusion clouding wash water cleanliness, attend this invaluable, interactive session. Along with a panel composed of representatives from the FDA, industry leaders, and researchers, you’ll examine these challenges from a buyer and government perspective, understand how claims are measured, and gain a better perspective on some of the technical hurdles.