 |
|
Fresh Produce
Marketing Strategies
Short Course
May 5-7 , 2010
FOCUS. Competing in a Challenging Market
This course will give fresh produce industry managers and executives an opportunity to focus on their strategic thinking and developing their fresh produce marketing approach within real-world budget constraints.
The program will include case studies and practical hands-on examples presented by both UC Davis agricultural economists and fresh produce industry marketing leaders. Current up-to-date produce marketplace data from participating instructor organizations will provide the basis for classroom discussions and break out sessions.
Fresh Produce Marketing Strategies is a must-attend course for any produce executive grappling with buyer and supplier consolidation, channel blurring, and rapidly evolving consumer preferences and profiles. This short course is all about enhancing your ability to assess emerging marketplace complexities and adapt your firm's marketing tactics and strategies to current market realities.
WHO SHOULD ATTEND
The program is designed for managers and executives from the fresh fruit and vegetable industry, such as grower-shippers, food retailers, wholesalers, distributors, fresh-cut processors and seed companies. It will be of particular interest to those working in marketing and sales, production managers, and new product development staff who are interested in improving their ability to develop and execute innovative fresh produce marketing strategies.
TOPICS
Topics will include:
Fresh Produce Value Chain Management
- Industry trends
- Demand elasticities
- SKU rationalization
- Relative competitiveness
- Strategic implications
Strategic Marketing
- 5 P's - produce, price, place, promotion and positioning
- Social media
- Branding vs. private label
- Public and media relations
New Product Development
- Hits and misses and lessons learned
- Foodservice channels
- Retail channels
Consumer Trends
- Consumer preferences for private label
- Recessions impact on consumer buying habits
Account-driven Marketing
- B-B market intelligence
- Category development
- Developing effective retail partnerships
Crafting Effective Strategies
- Aligning production, sales and marketing
- Differentiation and positioning to improve relative competitiveness
COURSE FACULTY. University and Industry leaders.
Roberta Cook, Ph.D.
Cooperative Extension Marketing Economist
Dept. of Agricultural and Resource Economics
UC Davis
Kirk Cornell
Senior Director
The Hartman Group
Don Goodwin
President
Golden Sun Marketing
Phil Lempert
CEO, Consumer Insight, Inc.
and editor of SupermarketGuru.com
and the Lempert Report
Steve Lutz
Executive Vice President
Perishables Group
Jim Prevor
Founder and Editor
PerishablePundit.com
Richard Sexton, Ph.D.
Dept. of Agricultural and Resource Economics
UC Davis
Terry Slone
President
TSlone Consulting
Dean Small
Founder and Managing Partner
Synergy Consulting Group
Paul Weitzel
Managing Partner
Willard Bishop
...2010's tentative speaker list
MEET THE COURSE COORDINATOR:
Dr. Roberta Cook
Roberta Cook earned her Ph.D. in Agricultural Economics from
Michigan State University. Since 1985 she has been the Cooperative Extension Marketing Economist in the Department of Agricultural and Resource Economics at University of California, Davis. She conducts an applied research and industry outreach program focusing on the marketing and international trade of fresh fruits and vegetables, including studies on international competitiveness, and trends in consumer demand and food distribution.
In addition to her work on the U.S. food marketing system, she has extensive international marketing expertise on issues such as: modernizing domestic food distribution systems in Latin America; identifying fruit and vegetable import/export opportunities throughout the Western Hemisphere; European fruit and vegetable marketing trends; and the structure of the Mexican horticultural industry, with special emphasis on the vegetable export industries in Sinaloa, Baja California and the Bajio. She is fluent in Spanish and regularly lectures in Spanish throughout Latin America.
She currently serves on the Board of Directors of Ocean Mist Farms and Naturipe Farms, and has served on numerous other boards, commissions and advisory councils. Since 2003 she has served as Faculty Director of the California Agribusiness Executive Seminar, a program co-sponsored by the Department of Agricultural and Resource Economics at University of California, Davis, and Wells Fargo Bank.
LOCATION, DATES AND TIME
The 2010 course will be offered at the Grand Hyatt San Francisco, in the Conference Theater, May 5-7, 2010. Lectures each day will begin promptly at 9:00 a.m. and conclude at 5 p.m. The registration desk will open at 8:15 a.m. on Wednesday, May 5th.
ENROLLMENT FEES AND DEADLINES
The enrollment fee of $1975 includes all instruction, course materials, continental breakfasts, lunches and morning and afternoon coffee breaks.
Your enrollment is required by April 16, 2010. In order to improve the quality of interaction the class size is limited to 65 individuals, and registration will be on a first-come, first-served basis.
If your plans change: Refunds, less a $150 processing fee, will be granted if requested at least fourteen calendar days before the course begins. At that time, you may also discuss sending a substitute. We reserve the right to discontinue, postpone, or combine classes, and to change instructors. Every effort will be made to notify enrollees of any changes or cancellations.
The Grand Hyatt San Francisco is offering a special rate of $169.00 per night, plus room taxes, for all our Fresh Produce Marketing Strategies Short Course attendees. Be sure to make your lodging reservations at the Grand Hyatt to take advantage of all the networking opportunities before and after lecture sessions. Attendees may make reservations through the Grand Hyatt San Francisco's web site, or by calling 888-421-1442 and mentioning the Fresh Produce Marketing Short Course. Parking is available at the hotel for an additional fee.
Transportation Information. Airports serving San Francisco include San Francisco International Airport (SFO), and Oakland International Airport (OAK). Link to the Grand Hyatt's Transportation page which provides information on shuttles, taxi rates, and a variety of other transportation options.
ENROLLING IS EASY
On-line. Enroll on-line using our registration form and secure payment site.
Phone. Call us at (530) 752-6941 and we'll be happy to enroll you over the phone. Please be sure to have your credit card handy.
Fax or Mail. Print out the course brochure, and mail or fax it with your payment to:
Postharvest Technology Research & Information Center
UC Davis, Attn: Pam Devine
Dept. of Plant Sciences, Mail Stop 2
One Shields Avenue
Davis, CA 95616
Phone: (530) 752-6941
Fax: (530) 754-4326
PRINTABLE BROCHURE
Link to the printable course brochure as a PDF document.
FOR MORE INFORMATION
We invite you to refer to the 2009 Course Agenda to see how the 2009 course was structured.
For Additional Content Information:
Dr. Roberta Cook (cook@primal.ucdavis.edu)
Course Coordinator
For Registration Information, our Registration Coordinators:
Pam Devine (pwdevine@ucdavis.edu)
Penny Stockdale (pastockdale@ucdavis.edu)
The 2010 Fresh Produce Marketing Strategies Short Course
is Sponsored by
 |
 |
 |
  |
Postharvest
Technology Research Information Center
|
