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The Southeast Produce Council 2017 Southern Innovations Organics and Foodservice Expo held at the Westin Resort on Hilton Head Island Sept. 28-30 was jam-packed with takeaways for attendees. None were more significant than a pair of workshops presented by some of the industry’s top experts tackling the evermore important topics the expo was devoted to. There was also a healthy dose of information on marketing to millennial audiences.

Both sessions were standing room only — and with good reason. With firepower like this on hand, it was a perfect opportunity to learn about two booming areas of the produce industry.

SPW is proud to present overviews of these workshops from the presenters, moderators and panelists themselves. Here, in their own words, the experts talk about making that next level leap in marketing in these increasingly critical segments.

First up, SEPC Education Committee Chair Harold Paivarinta of Red Sun Farms talks about the need and reason for these particular workshops — and the extraordinary success they enjoyed on Hilton Head. The Education Committee brainstorms and implements industry-relevant educational workshops and speakers for SEPC events. If you have ideas or would like to get involved email info@seproducecouncil.com for more information.

Getting to the Root of Organic Matters

Friday, September 29th

You Can Download The Entire Workshop HERE

A collaboration of the Organic Produce Network and The Food Marketing Institute’s (FMI) The Power of Produce 2017, a survey of 1,700 people overlaid with IRi and Nielsen data. This data-centric dig into the benchmarks and opportunity gaps in the organic industry today was a sellout hit featuring:

 Anne-Marie Roerink, Principal, 210 Analytics, LLC

Providing customized research and marketing strategies with a specialty in food retailing. Through countless studies and presentations for audiences large and small, Anne-Marie has developed an excellent perspective on the changing nature of the shopper and the food retailing business. Anne-Marie offers a diverse and in-depth view on retailing financials, operations and shopper behavior, and how/why these issues are important to various organizations, today and in the future.

Christian Harris, Vice President Fresh Produce, US Foods

Harris is responsible for all aspects of the Rosemont, IL based distributor and responsible for all aspects of the company’s fresh produce business, overseeing 60 distribution centers across the United States serving more than 250,000 customers every day. Prior to joining US Foods in 2015, Chris served as a Director with Robinson Fresh and in a management position with Fresh & Easy (Tesco). He began his career with one of Europe’s largest lettuce growers in southern England before relocating to the United States in 2004.

 Kristin Yerecic, Yerecic Label

Yerecic represents the third generation in the family business, coming onboard in 2014 as the company’s Marketing Manager. As a proud Ohio University E.W. Scripps School of Journalism graduate focused on strategic communication, content marketing and business; Kristin mixes data with strategy to determine how the produce industry can best market their products on-pack. Here she talks about reaching the Millenial organic shopper. A self-designated foodie, Kristin enjoys trying the latest culinary trends, with green smoothies, locally sourced and Build Your Own menus being some of her favorite hot trends.

What’s On The Menu For The Future? A Slice Into Foodservice Trends And How We Should Prepare For Tomorrow’s Consumers’ Appetites

Friday, September 29th

You Can Download The Entire Workshop HERE

Ronnie L. De La Cruz, De La Cruz Consulting & Training

De La Cruz provides industry talks, consulting, expert witness, and training services for the breadth of the Fresh Produce supply and distribution channel through to retail and foodservice market segments. The hallmark of his work is highly customized consulting targeted at a client’s specific needs and timelines. He’s also well known for his interactive and motivational speaking and training style geared at imparting “Real-world know-how” to his audience & trainees. He works with the full range of the supply channel from seed companies looking at bringing new varieties to market, to grower/shippers, wholesalers, retailers, and foodservice distributors on a range of issues from post-harvest technology, quality and handling, to sales and marketing restructure and strategies – all the way to consumers.

Jacquelyn Chi, The Culinary Institute of America

Chi is associate director for programs and special projects for the Strategic Initiatives Group at The Culinary Institute of America (CIA). In this role, Jacquelyn supports program planning for the college’s annual thought leadership conferences and initiatives, and oversees the Appetites + Innovation National Leadership Collaborative for Retail Foodservice (A+I). Launched in 2015, A+I aims to advance culinary excellence, health and wellness, sustainability, and cultures of innovation in retail food service. Prior to joining the CIA, Jacquelyn earned her MA in International Communication from American University, where she researched food as a tool of public diplomacy, and the social construction of authenticity in foreign eating experiences.

Jeff Tant, Corp. Produce Director, Performance Food Group

Tant is the Corporate Produce Director for Performance Food Group and has 15 years of Broad Line Food Service Experience. His foodservice career began with US Foods, and for the past four years he has been with PFG. PFG has 35 Operating Companies (Distribution Centers), and Jeff works hand-in-hand with Produce Category Managers/Buyers/QA Teams to help grow their Produce sales. He also gives sales calls, sales meetings, training seminars, and works with growers, shippers and suppliers. Prior to the Foodservice industry, Jeff spent 15 years in the retail grocery business; most of those years with Harris Teeter in many different store management positions.

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