Strategic Marketing Workshop - Planning Notes by kellena95


									                  2008 Cornell Strategic Marketing Conference
                Turning Lemons into Lemonade:
  Tuning Your Marketing Practices for Today’s Food Safety System
                                   October 28 – 29, 2008
                                  The Villa Borghese
                       70 Widmer Road, Wappingers Falls, NY 12590


DAY 1 – Tuesday, October 28th
8:00 - 9:00        Registration
                   Continental Breakfast
9:00 – 9:15        Conference Welcome & Introductions of Participants
                   Todd Schmit, Applied Economics & Management, Cornell University
09:15 – 10:30      Today’s Food Safety System: Implications for Producers - What You
                   Need to Know for Your Operation
                   Jim Prevor, Founder and Editor of the Perishable Pundit and Produce Business
                     Potential discussion points:
                       o Current regulatory and monitoring requirements, implications for producers and
                           the industry, 3rd party audits, etc
                       o Market and buyer quality standards, what is expected? Who’s driving the bus? The
                           push and the pull.
                       o Food traceability & consumer confidence, implications for your operation
10:30 – 10:45      Break
10:45 – 12:00      Setting the Stage: Product Safety Audits, Food Safety Education, and
                   HAACP Training – Assistance and Directions for Producer/Processors
                   Dave Evans, Director, Nelson Farms at Morrisville State College
                     Potential discussion points:
                       o Getting started, or starting over – steps you need to know for your operation.
                       o Manager training, employee education, safety protocols and protections
                       o Traceability & consumer confidence, how does industry respond?
                       o Third party audits - who gets to choose and what are the implications?
                       o Where do you go for assistance
12:00 – 1:00       Lunch and Networking
1:00 – 2:00        Product Safety and Traceability – Turning Requirements into an
                   Opportunity for Business Growth (retailer perspective)
                    Potential discussion points:
                      o A retailer’s response to food safety - What’s pushing things and why?
                      o Third Party audit processes, approaches, and implications
                      o Implications for fruits and veges, meats, and dairy
                      o Food safety requirements transmitted to local farmers/vendors
                      o How vendors can work with retailers to improve product marketing
                      o Traceability and Firm Branding, other retail marketing opportunities

                       Cornell Strategic Marketing Workshop, Oct 28-29, 2008

2:00 – 3:00       Food Safety, Sustainability, and Local Food Systems – New Retail
                  Marketing Models
                  David Eson, Founder and Owner, Isidore Foods
                    Potential discussion points:
                      o Alternative food distribution channels - quality, safe, & sustainable products
                      o A CSA perspective on responding to food safety and traceability issues
                      o Shortening the supply chain- implications on food safety & producer returns
                      o Food safety requirements transmitted to local farmers/vendors
                      o Traceability and product diversification - branding and marketing opportunities,
                          producer identification
3:00 – 3:15       Break
3:15 – 4:30PM     Effective Marketing without Spending a Lot of Money
                  Erica Perreault, Merchandising Director, Zingerman’s Deli
                    Potential discussion points:
                      o Customer service and merchandising from a small company perspective.
                      o Easy-to-Use, effective marketing & merchandising tools to increase sales
                      o Effective tools incorporating consumer’s food safety needs and demands
                      o A more holistic look at marketing and merchandising.
6:00              Networking Dinner at the Culinary Institute of America (optional)

DAY 2 – Wednesday, October 29th
7:00 – 8:00       Continental Breakfast
08:00 – 09:00     A Consumer Perspective of Food Safety and its Effect on Marketing
                  Kristen S. Park, Extension Associate, Food Industry Management Program, Cornell
                    Potential discussion points:
                      o Complex problems and solutions. What are the primary drivers?
                      o National shopper survey on perceptions of food safety issues.
                      o Use of quality assurance and traceability as marketing tools
                      o Marketing opportunities to let your consumers know what your doing

9:00 – 10:30      Quality, Safe, and Traceable Foods: Production Responses & Marketing
                  Opportunities - Concurrent Commodity Track Sessions:
                                      Track #1 - Fruits and Vegetables
                       Hands on Field Post Harvest Techniques and Food Safety Systems
                  Steve Sargent, Professor, Horticultural Sciences Department, University of Florida
                  Robert Gravani, Professor, Dept. of Food Science, Cornell GAPS Program Director
                    Potential discussion points:
                      o Post-Harvest technology innovations, cooling, and packaging (SS)
                      o Post-harvest systems and food safety, labeling, traceability (SS)
                      o Responding to buyer needs for quality, traceable, and safe products (SS)
                      o Implementing food safety programs – new issues, growing concerns, improved
                          practices and management (RG)
                      o Differences between auditors, who chooses and why? (RG)
                      o Resources for improved production safety methods and communicating this to your
                          buyers (RG)

                      Cornell Strategic Marketing Workshop, Oct 28-29, 2008

                                    Track #2 – Meats & Meat Products
                      Food Safety in Meats & Marketing Innovations for Quality Meats
                 Mike Baker, Beef Cattle Extension Specialist, Dept. of Animal Science, Cornell
                 Ridge Shinn, Director, Hardwick Beef, Inc.
                 Karma Glos, Co-Owner, Kingbird Farm
                  Potential discussion points:
                    o Food safety issues/regulations – production/technology adjustments & marketing
                    o Product labeling requirements and traceability
                    o Consumer demands and perceptions affecting your operation
                    o Maintaining farmer identity at the retail store - Socially acceptable ways to keep the
                        face on meat
                    o Innovative marketing approaches for meat products- fresh and processed
                    o Branding products to improve customer confidence

                                      Track #3 –Dairy Products
                  Marketing Value-Added Dairy – Processing Requirements and Labeling
                 Steve Murphy, Sr Extension Associate, Milk Quality Improvement Program, Cornell
                 Seth McEachron, Co-Owner, Battenkill Valley Creamery LLC
                 Ray Dyke, Vice President Technology, Agri-Mark Cooperative
                  Potential discussion points:
                    o Marketing Value-Added Dairy – Potential pitfalls to avoid and key issues
                    o Establishing customers and accessing markets
                    o Consumer demands and perceptions affecting your operation
                    o Branding your products to improve customer confidence
                    o New technology adoption and marketing innovations
                    o Product labeling requirements, regulations, and traceability
                    o Production and processing improvements for today’s markets and food safety
10:30 – 10:45    Break
10:45 – 12:00    Coordinating and Developing Transportation Logistics for Today’s Food
                 Safety System - How to Get Your Product Where It Needs to Go
                 Paul Esposito, Senior Vice President, Railex USA
                  Potential discussion points:
                    o Market expansion & new marketing strategies for local producers & agribusinesses
                    o Product traceability and food safety from farm to retailer. Maintaining identity and
                        traceability, while reaching new markets
                    o Utilization of existing resources, infrastructure, and transportation options
                    o Coordinated product aggregation, and cooperative distribution networks
                    o Marketing and distribution mechanics and logistics.
                    o Local/Regional markets and distant markets – can we do both? Differentiated
                        marketing and distribution opportunities
12:00 – 12:15    Participant Input & Evaluation Survey
12:15            Adjourn


                     Cornell Strategic Marketing Workshop, Oct 28-29, 2008

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