Monday, September 12, 2011 by Lee Mannering

Consumer, produce manager panels part of Fresh Summit program

Here on Field to Fork we talk about consumer trends and research and what these mean for increasing produce sales and consumption. We’re extending those conversations into our 2011 Fresh Summit International Convention & Exposition, October 14 to 17 in Atlanta, Georgia, with a consumer insights workshop track that will include:

  • The Brave New World of Marketing: Meet the Digital Consumer. A new generation of consumers is entering the marketplace, with purchasing influence exceeding $200 billion. However, they are linked, mobile, and connected, and you won’t reach them with the same kind of marketing that worked in the past. In this session, learn how to identify and engage your customers in the growing virtual marketplace.
  • Speaking the Language of Shoppers: Today’s Produce Manager. This session brings together retail produce managers representing four different formats to discuss the challenges they face and the sales opportunities they see in the supermarket produce department. They’ll divulge what shoppers think is important, what influences purchasing and what solutions shoppers’ value (from “what’s for dinner” to “make me healthier” to “get me out of the store faster.”)
  • The Importance of Telling Your “$tory.” This session will provide a practical and cost-effective approach for using Web 2.0 technologies to establish and maintain strong connections with your consumers. Not only will you learn about Web 2.0 tools that are most suitable for grower/consumer relationships, you will have a chance to hear leading growers tell their stories about how they have successfully added Web 2.0 technologies to their marketing mix.
  • The Mind of the Consumer – And How to Reach It: PMA Presents a Live Consumer Panel Discussion. Earlier in Fresh Summit, we’re bringing you produce managers’ perspectives; now it is the shoppers’ turn to tell us their preferences and behaviors regarding produce purchases. This is a unique opportunity to see how consumers really think, so you can adjust your marketing practices and influence new product innovation to drive more sales.

To learn more about this year’s show, visit the Fresh Summit website. Early registration for the event is encouraged, and the deadline to register in advance and save is Friday, September 16. Register now online, by fax, or mail!

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