When recipes and food ideas are just a tap away, things can get either so overwhelming where we don’t know what to eat anymore, or we become less excited because there’s a possibility that there’s something better out there. And when consumers aren’t sure, companies and retailers scramble to find that one access point to drive that sale home.
Event Coverage
There’s nothing like touring grocery stores with a local. Anne-Marie Roerink of 210 Analytics was in town to present the latest Power of Retail Foodservice report, but she managed to squeeze in some time to see some stores, so I went all out.
With United Fresh’s BrandStorm coming here in February, I took the opportunity to introduce Mary Coppola, vice president of marketing and communications, to the quirkier side of Austin. While we may have a reputation for BBQ, boots and tacos, Austin is about more than that. The creative energy and excitement is evident all over town, and is a great backdrop for the event focused on produce brand marketing strategy.
As a first-time attendee of United Fresh’s BrandStorm, I wasn’t sure what to expect. The sessions all looked interesting and, like all produce-industry events, I knew great connections were going to be made. What I didn’t expect was the free-flowing sharing of ideas.
Imagine you had two days to come together with other fresh produce industry marketers to focus on camaraderie, collaboration, brainstorming, and the sharing of thought-provoking ideas and challenges in a safe space, free from distraction. That, my fellow fresh produce colleagues, is what the United Fresh BrandStorm Conference is all about!
United Fresh, one of the major produce industry trade groups, held their annual BrandStorm produce marketing conference last week in San Francisco. Several hundred marketing staff from produce growers and suppliers – as well as service providers like Zest Labs – turned out for an opportunity to hear from experts from the produce and other industries to discuss trends and issues – and generate ideas.
SAN FRANCISCO, CA - “We need to change what people think and feel.” While Valda Coryat, Director of Marketing for the National Mango Board (NMB), was addressing the NMB’s journey to revitalizing its brand’s story, this sentiment carried over across the entirety of this year’s BrandStorm™.
SAN FRANCISCO — Produce marketers heard perspective from wine and snack brands, the Rock and Roll Hall of Fame, cannabis companies and more in the opening days of BrandStorm, a United Fresh Produce Association event.
SAN FRANCISCO — Produce marketers heard perspective from wine and snack brands, the Rock and Roll Hall of Fame, cannabis companies and more in the opening days of BrandStorm, a United Fresh Produce Association event.
SAN FRANCISCO — How does a company respond when, after all the time and effort its marketing team spends building its brand, a retailer wants to sell the product under a private label instead?
ORLANDO, FL - There’s a lot to look forward to at this year’s fourth annual United Fresh BrandStorm™ Conference. The conference, taking place from February 20-22 in San Francisco, CA, will feature the National Mango Board’s (NMB) Director of Marketing, Valda Coryat, who will lead a session about the brand-building story of mangos in the U.S.
SAN FRANCISCO — BrandStorm attendees who stayed for the final education session Feb. 22 heard an in-depth presentation from Avocados From Mexico president Alvaro Luque on everything from Super Bowl commercials to digital marketing strategy to what the organization views as the biggest opportunity to grow the category.
