BrandStorm Conference: Achieving Transparency Through Technology

By Lorrie Baumann

Marketing executives in the produce industry’s supply chain will be gathering at United Fresh’s BrandStorm™ conference in San Francisco next February to discuss innovative ways to use emerging technology to promote produce brands, among other strategic marketing education. The conference will be of interest to marketing executives for grocery chains as well as to those working for produce companies, said Mary Coppola, Senior Director of Marketing & Communications for United Fresh Produce Association.

“BrandStorm was created to spotlight the power of fresh produce branding,” Coppola said. “We’re addressing all the timely challenges faced by produce marketers from inception through promotion.”

Breakout sessions during the conference will offer a focus on new technologies, including virtual and augmented reality, bots and Internet of Things applications. “Consumers are demanding more transparency and information about the products they consume. Today’s technologies offer new marketing solutions to meet consumers’ expectations,” she said.

The conference will include five general sessions that will offer attendees inspiration from speakers that they’ve not yet experienced through other industry education. Those will include a keynote from Kara Goldin, the Chief Executive Officer of hint®, inc., a brand of fruit-infused water designed to turn the everyday experience of hydration into a better, healthier experience without adding either a lot of sugar or artificial sweeteners to the water.

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“Networking, also is a big piece of the value of attending BrandStorm,” she continued. “Retails will have the opportunity to network with produce brands in an environment where the focus is on delivering value to the consumer. And produce brands want work with retailers to learn how to better coordinated their efforts.”

The networking will provide retailers and produce marketers alike with an opportunity to hone their strategies, particularly with respect to the emerging technologies that promise new ways to communicate effective marketing messages.  “The more dialogue that we can participate in together about brand storytelling, the more consistent the story is for the consumer,” Coppola said. “A coordinated effort between the brand and the retailer prevents confusion for the consumer and strengthens the brand’s value proposition.”

Hosted by the 45 industry leaders who comprise the United Fresh Produce Marketing & Merchandising Council, BrandStorm offers the only annual opportunity for produce marketers to gather to dive into marketing education, idea-sharing and innovative dialogue with peers and colleagues alike. The event will be held February 20-22, 2019, at the Hotel Nikko in San Francisco, California.

United Fresh members can attend BrandStorm for $695 with discounts offered to marketing teams (from the same company) at the reduced rate of $645 each when you register two or more colleagues. Non-members can attend for $895. Registration is open now at www.unitedfreshbrandstorm.org. For more information about BrandStorm education, registration or to sponsor at the event, contact Mary Coppola at 202.303.3425. Retailers who’d like to lead a session are particularly encouraged to call.