Now in it’s second year, the IFMA/IFDA Sales & Marketing Conference is an important landmark opportunity for distributors and manufacturers to get insights on the biggest issues facing marketers in foodservice (click here to see companies at last year's event). Planning for the conference, which takes place July 17-19 in Washington DC, began in December 2010 at the first of several committee meetings under the leadership of Paul Saval, president and CEO of Saval Foodservice, and Rich Ferranti, president NABG, Rich Products Corporation.
“We have more than a dozen sessions planned at this year’s conference that will make you a better resource to your customers,” said planning committee member Diane Chandler, director of marketing and merchandising at Martin Brothers Distributing Co. “In addition to what you hear, there are also many opportunities for dialogue with peers and manufacturers—both in group settings or one on one,” said Chandler.
"Success of the independent operator is critical to all of us, and we need to work together to ensure it." said Joe Bybel, VP of marketing & innovation at McCain Foods USA. "I think it's great that IFMA and IFDA have combined efforts to bring manufacturers and distributors together at this conference."
Due to the location in Washington, DC, IFDA has invited a special political guest to speak to attendees, former Virginia Governor and U.S. Senator George Allen. Sen. Allen, who recently announced his campaign for the U.S. Senate in 2012, will open the conference and discuss challenges facing the nation in government, politics, and the economy. Gov. Allen will also share his perspective on what needs to be done for the U.S. to attain renewed prosperity.
Sessions on the agenda include “Insights from the CIA: Opportunities to Help Customers Succeed,” which features Certified Master Chef and Certified Hospitality Educator Dr. Victor Gielisse of the Culinary Institute of America. Gielisse will provide a deeper understanding of how foodservice operators think about their business, focusing on the “Heart of the House,” with emphasis on culinary execution and operational processes, and on the Front of the House, with emphasis on service, marketing, and hospitality.
During “Enjoy the Ride,” motivational author and speaker Steve Gilliland will reveal how to cure the “destination disease,” face conflicting demands in an unforgiving world, and do a paradigm shift that will help you find contentment in the here and now. Gilliland’s easy to grasp yet profound message will have a positive impact on your outlook in both your professional and personal life. Even better, the message is presented with a lot of humor.
Continued commodity volatility and the resulting inflationary pressure will directly affect independent and regional chain operators. During a session titled “Commodity Volatility: Strategies to Reduce Risk,” David Donnan, partner at A.T. Kearney, will explore issues surrounding volatility and provide strategies to help operators understand.
As “the great equalizer,” social media is a welcome tool for independent operators competing against the marketing resources of large chains. In a session titled “Building Traffic with Social Media,” Paul Rand, president of Zocalo Group, will provide a foundation on social media tools and what’s working in the restaurant industry. Rand will also share insights on keeping momentum in social media efforts and help attendees discover the strength of word of mouth marketing.
In addition, long-time operator journalist Ellen Koteff will moderate a discussion titled “Customers Speak: How You Can Help Me!” The session will include operators from key segments who share challenges they are experiencing in today’s marketplace and provide their perspective on what they need most from distributors and manufacturers to build business and improve profitability.
Other sessions on the agenda include “Forces Shaping Tomorrow’s Market” with NPD, “Foodservice 2020 Research” from The Hale Group, “How Regulations Will Shape Foodservice” with IFDA’s Jon Eisen, “Next Steps in Distributor – Manufacturer Collaboration” with Dr. Richard George, a “Foodservice GS1 US Update” with Ed Sanford of Reinhart Food Service, and more.
For a full agenda and registration information, click here.
Source: International Foodservice Distributors Association
