Marketing focus for United Fresh Reimagine Conversations track

Marketing as the critical component to increased sales is the focus of an education and networking track of the United Fresh Produce Association’s 25-session Reimagine Conversations event.

With multiple influences driving consumer decision-making, marketing has become more important than ever in increasing sales of fresh produce, according to United Fresh. In this track, participants will hear from top marketing executives as they address the many marketing skills and functions needed to grow sales.

• Changing Opportunities in Experiential Marketing: June 1, 11 a.m. to noon Eastern

The pandemic has drastically changed the way customers and consumers experience brands, and participants in this session will learn from those who are finding success in investing in this marketing method.
Moderator: Cristie Mather, vice president of food for FLM Harvest
Speakers: Lisa Hansen, president of Harbor Creative Group; and Laura Rubin, marketing manager, brand experience and trade for Bowery Farming.

• Marketing Budgets in a Year of Trial and Testing: June 8, 11 a.m. to noon Eastern

Nothing that happened in 2020 will necessarily be repeated this year, and participants at this session will look at ways to measure marketing success this year and beyond, according to United Fresh.

Speakers: Daniel Corsaro, president of Indianapolis Fruit Co.; and Cindy Jewell, president of Jewell Marketing

• The Sound of Produce Marketing: June 15, 11 a.m. to noon Eastern;

Audio is a new trend in marketing, with “screen free” media such as podcasts showing tremendous growth over the past year. Participants in this session will hear about the potential for audio in a produce company’s marketing mix.

Moderator: Mary Coppola, vice president of marketing and communications for United Fresh Produce Association

Speakers: Denise Junqueiro, senior director of marketing and communications for Mission Produce; Patrick Kelly, founder of The Produce Industry Podcast; and Ajit Saxena, public relations and digital marketing manager for Mucci Farms.

• Trends in Consumer Behavior: What’s Here to Stay? June 22, 11 a.m. to noon Eastern

How has the COVID-19 pandemic changed consumer purchasing behavior toward fresh produce? In this session, participants will hear about the growth of e-commerce channels and the introduction of direct-to-consumer models, and speakers will consider which trends will become the new norm and which trends will fade away.

Moderator: Dave Wendland, vice president of strategic relations, HRG

Speakers: Derek Gaskins, chief marketing officer of Yesway; and Michael La Kier, president and founder of What Brands Want.

• Developing New B2B Relationships (Sponsored by Stemilt Growers LLC): June 29, 11 a.m. to noon Eastern

In the absence of in-person meetings during 2020, produce professionals used new ways of developing relationships with buying partners. In this session, participants will consider the role that Zoom, and other technologies, will have in developing business relationships going forward, even as a return to in-person meetings is accelerating.

Speakers: Jeff Cady, director of produce and floral for Tops Markets; Abby Prior, SVP of sales and marketing for BrightFarms; Brianna Shales, marketing director for Stemilt Growers; and Jeremy Taylor, vice president of sales for DNO Produce.