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DEEP DIVE INTO THE
PREMIUM FOOD & BEVERAGE MARKETPLACE 2016
register online at: www.act-events.hartman-group.com
contact: [email protected]
CLICK HERE TO REGISTER ONLINE: ACT SEA16 contact: [email protected] 2
“I wanted to reach out and thank you for the great experience. I had heard great things about The Hartman Group and that day reinforced it. I really enjoyed the speakers and the content they delivered. Very relevant to my role.”
—Attendee, A.C.T. Food Culture Forecast 2015, Austin
Welcome to the New Era of Premium!
We’re living in a food culture renaissance where the sky’s the limit for
opportunities in the premium food and beverage marketplace. There
has never been a time as this in which consumers have been more food
engaged. They have amazing access to information about food and
drink, and food production more than ever before. For today’s
consumers, food is now a cultural product to discover, share, make and
trade.
The new premium is all about arguments for why the food is superior in
quality, based on nuanced production and sourcing criteria specific to
the category in question. Winning in the new premium marketplace is
about talking differently about a category as much as it is about selling
different products. When a radically new sensory experience combines
with a new symbolic language, there is an especially big effect on
consumer behavior long term.
But what is this new premium food and beverage marketplace? What
are the forces and factors driving change? In the premium space, how
do you connect with today’s food-engaged consumer? What does it take
to win in the new premium food and beverage marketplace?
Deep Dive Into the Premium Food & Beverage Marketplace 2016 is
a vibrant new program where you learn about how we define premium
and what are the new market dynamics of premium that are reshaping
the food and beverage industry ecosystem. You will come away with the
knowledge and inspiration to help you remain competitive in a
frenetically changing marketplace.
Who Attends. A Hartman A.C.T. event is the gathering place for the food and beverage industry. Consumer packaged goods companies, food retailers and wholesalers to food service and restaurants (fast food and fast casual) send their key decision makers and practitioners across marketing, research and insights, M&A, innovation and R&D, communications, digital and social media marketing, brand management and strategy. Acquire Cultural Competency. A.C.T. empowers you with an enduring awareness and sensitivity to bring consumer-relevant food and beverage products and services to any market and the confidence that comes with knowing you are — and will remain — ahead of trends and more savvy than the competition. Get Inspired. Gain fresh ideas to stimulate innovation, energize brands or find growth opportunities during the key presentations, mini-sessions and spotlight topics. You’ll have exclusive access to The Hartman Group’s intellectual capital, analysts and thought leaders. Network. Connect with peers and other professionals from across the food and beverage industry throughout the two-day event.
WHO ATTENDS & WHY
DEEP DIVE INTO THE PREMIUM FOOD & BEVERAGE MARKETPLACE 2016
AGENDA September 14-15, 2016
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Wednesday, Sept. 14, 2016 — venue: Local 360
5-7 p.m.
Informal Welcome and Social Networking Reception Arrive in Seattle early enough the day before the event to join fellow attendees and mingle with Hartman Group staff and enjoy a complimentary selection of Northwest wines, beer and appetizers.
Thursday, Sept. 15, 2016 — venue: The Edgewater Hotel
7:45 a.m. Check-in and continental breakfast
8:30 Welcome — Laurie Demeritt
8:45 Defining Premium — Melissa Abbott
9:45 Go-to-Market Strategies for Premium Brands — Christina Bowden
10:45 Break
11:00 Bringing Premium to Life — Stas Shectman
12:00 p.m. Lunch
1:00 Scaling Premium Brands — Shelley Balanko
2:00 Exploring Premium — Davey McHenry
3:00 The Evolution of Premium — Laurie Demeritt
4:00 Closing — Laurie Demeritt
“Hartman Group is truly one of the best ‘acts’ in town. Thanks for another fantastic conference.”
—Attendee, A.C.T. Chicago & Austin
Primary Session Descriptions Thursday, Sept. 15, 7:45 a.m.—4:00 p.m. Venue: The Edgewater Hotel Defining Premium Melissa Abbott 8:45 a.m. There is a transformation happening in the food and beverage marketplace today, and trading up on everyday occasions is fast becoming the norm in modern food culture. A far cry from the fancy and gourmet products traditionally associated with premium, we will explore the evolution of quality and how the New Premium is all about the growing demand for transparency in production and the seeking of distinctive new food experiences. Go-to-Market Strategies for Premium Brands Christina Bowden 9:45 a.m. As the food and beverage marketplace continues to evolve, it becomes critical to understand the principal strategic options available to us in premium. Get an in-depth perspective on what success looks like as we examine the fundamentals of growth beyond the brand, from a discussion on product lifecycle and consumer-demand drivers to viable paths to market. We’ll address the big questions that companies face as they grow small premium brands to scale and learn how they can leverage the tools available to them to strengthen their portfolios through premium strategy. Bringing Premium to Life Stas Shectman 11:00 a.m. This panel brings together key influencers/innovators in the Seattle-area premium food space — from snacks and beverages to food service and grocery retail — to discuss what today’s “premium” looks, smells, tastes and feels like. This moderated discussion will explore contemporary definitions of “premium” from the perspective of different channels and segments, inspiration for innovating and challenges in scaling, and thoughts on the future of “premium.” Scaling Premium Brands Shelley Balanko 1:00 p.m. Shelley will discuss various growth curves of premium brands, and identify best in class go-to-market tactics with case studies that illustrate how to grow premium brands quickly. The session will include the gold standard, Skate Ramp Curve, as well as challenging growth curves and those that indicate failure. Each case example will be discussed in reference to the 4 Ps: Product, Placement, Price and Promotion. Exploring Premium Davey McHenry 2:00 p.m. Interactive session to explore the products and artifacts that are shaping the premium marketplace. Bring all your senses to this hands-on portion of the day! The Evolution of Premium Laurie Demeritt 3:00 p.m. The day will conclude with a look at two to three provocative scenarios for the future of the premium marketplace. How are consumer sentiment, producer innovation and acquisition and macro forces aligning to shape the pathway for premium and what opportunities and risks do these scenarios entail?
CLICK HERE TO REGISTER ONLINE: ACT SEA16 contact: [email protected] 4
“I’ve been going on and on to my colleagues about the fabulous A.C.T. series event in Austin and I want others at my company to hear from The Hartman Group, too.”
—Attendee, A.C.T. Food Culture Forecast 2015, Austin
AGENDA September 14-15, 2016
MEET THE PANEL │Innovators, Pioneers & Cultural Influencers
A fourth generation Puget Sound native and nascent New Yorker, Kurt has always felt passionately about authentic, full-flavored foods, free of artificial additives and preservatives. Through his company, Sugar Mountain, Kurt is the owner and chef of a number of food destinations, including Beecher’s Handmade Cheese, Bennett’s, Liam’s, Maximus / Minimus, and The Butcher’s Table. Sugar Mountain is also home to Mishima Reserve, a luxury Wagyu beef brand. With each operation, Kurt’s goal is to demonstrate how quality ingredients make for delicious meals, without added food colorings, flavor enhancers, or preservatives. Beyond the retail world, Kurt is effecting change in people’s eating habits through his new book, Pure Food, released in July 2016, and through the Beecher’s Pure Food Kids Foundation (501c3), founded in 2004. Each year, the Foundation’s Pure Food Kids Workshop empowers more than 15,000 fourth and fifth grade students in the Seattle Metro area and in New York City to make healthy food choices for life.
As the co-founder of Theo Chocolate, Debra Music serves as the company’s Chief Sales and Marketing Officer. Debra’s extensive experience as a strategic brand and cause-related marketing consultant has helped Theo become the fastest growing brand in its category (natural and Organic chocolate) nationally, while also showing chocolate-lovers how organic, fair trade chocolate can positively impact the world through an extensive factory tour program and global partnerships with like-minded organizations. Debra cultivates and manages the company’s key partnerships and relationships with high profile partners, the nation’s best chefs, and over 4,000 retail stores across all 50 states and Canada.
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Pacific North West native and UW Foster School graduate, BreeAnna Marchitto, is the VP of Marketing at DRY Soda Co, where her work over the past two years has contributed to the brand’s current triple digit annual revenue growth trend. With prior experience at Nordstrom, Red Bull North America and Amazon Web Services, BreeAnna is passionate about innovation, design, gracefully expanding reach, and building meaningful relationships that help brands succeed in exceptionally competitive environments.
KURT BEECHER DAMMEIER
CEO Sugar Mountain Capital, LLC
DEBRA MUSIC
Co-Founder & CMO Theo Chocolate
BREEANNA MARCHITTO
Vice President of Marketing DRY Soda Co
Bill started in the grocery business when he was 15, and by the time he started college he was hooked. After earning a Bachelors in Food Systems Economics and Management, he served in various roles with Associated Grocers, including Director of Retail Services. With a desire to return to the retail arena, Bill joined Town & Country Markets with the creation of Ballard Market in 1985. He moved to Bellingham in 1992 to work for Consumer’s Choice, then served as Vice President of Operations for Brown and Cole, overseeing 36 stores. Bill rejoined Town & Country Markets in 2010, fulfilling his appreciation for the ability to connect with the communities served by an independent grocery company. Town and Country is a family owned company operating six markets in the greater Puget Sound area. The original Town and Country Market opened on Bainbridge Island in 1957 and has recently been completed renovated. T&C also operates three Central Markets in Poulsbo, Shoreline, and Mill Creek. Other stores include The Ballard Market and Town and Country Market located in the Lakemont neighborhood.
BILL WEYMER President & CEO
Town & Country Markets, Inc.
SPEAKERS │Thought Leadership & Cultural Experts
Laurie Demeritt CEO The Evolution of Premium
Shelley Balanko, Ph.D. Senior Vice President Scaling Premium Brands
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Melissa Abbott Vice President Hartman Retainer Services Defining Premium
Davey McHenry Vice President Consulting Exploring Premium
Christina Bowden Director Consulting Services Leveraging Premium Across the Portfolio
Stas Shectman, Ph.D. Senior Ethnographic Analyst Bringing Premium to Life
agenda
Wednesday, Sept. 14 5 7 p.m. Informal Welcome and Social Networking Reception Location: Local 360 Website: www.local360.org
Thursday, Sept. 15 7:45 a.m. 4:30 p.m. Check-in begins at 7:45 a.m. and includes continental breakfast. Closing remarks at 4 p.m. Location: The Edgewater Hotel on Seattle’s waterfront Website: www.edgewaterhotel.com
VENUE The Edgewater Hotel on the Seattle Waterfront
EDGEWATER HOTEL Nestled on Seattle's waterfront at Pier 67, The Edgewater Hotel is the only waterfront hotel in the area giving guests glistening views of the Olympic Mountains and Elliott Bay. Explorers enjoy a short walk to explore Seattle's Pike Place Market, the famous Space Needle, Olympic Sculpture Park as well as many other landmarks and places of interest.
Practically floating on water, the hotel boasts an authentic Pacific Northwest experience, including aluminum exteriors, natural wood interiors and river-rock fireplaces. Whether guests choose to partake in a fine meal and expertly poured cocktails at Six Seven or read a book in the magical lounge flanked with legendary past guests’ pictures including The Beatles and KISS or explore the Seattle landmarks all within walking distance, this classic landmark is defined through its culture and distinctive atmosphere. The hotel was built in 1962 for the World’s Fair, along with the Space Needle.
The Edgewater Hotel 2411 Alaskan Way Seattle, WA 98121 website: www.edgewaterhotel.com
DIRECTIONS From Sea-Tac Airport and Northbound I-5: When leaving the airport, follow the signs onto Interstate 5 North. Follow I-5 North into the city and take the Seneca Street Exit. Follow Seneca down and take a right on 1st Avenue. Continue on 1st Avenue for 10 blocks and turn left on Wall Street. Go down the hill to the waterfront, cross over the railroad tracks and Alaskan Way and straight into The Edgewater.
CLICK HERE TO REGISTER ONLINE: ACT SEA16 contact: [email protected] 8
REGISTRATION INFORMATION
Regular Rate: $1,500 per person Check event website for info on early bird rates and special discounts.
Group Discounts of 3 or More: $1,350 per person
Event Registration Includes:
Pre-event social networking gathering Continental breakfast
Breaks snacks and beverages Lunch Access to all presentations and videos
REGISTER FOR DEEP DIVE INTO THE PREMIUM FOOD & BEVERAGE MARKETPLACE 2016 ONLINE: ACT SEA16
CANCELLATIONS: If you need to cancel your registration, please contact Blaine at 425.452.0818, ext. 124 or email: [email protected]
Four weeks or more prior to the date of the event: Full refund (minus a $100 cancellation fee) or full credit toward
the next A.C.T. event.
Less than three weeks prior to the date of the event: No refund or credit toward the next A.C.T. event (minus a
$300 cancellation fee).
Attendees who fail to show up for the event they are registered to attend and who have not notified Blaine prior to the start of the event will forfeit the full registration fee. If your event is cancelled, A.C.T. will refund your full registration fee. Any fees incurred by cancellations of related commitments, including but not limited to travel and hotel reservations, will not be paid by A.C.T. or its organizing partner and are your sole responsibility.
SUBSTITUTION POLICY: Substitutions may be made up to three days prior to the day of the event. You may transfer your registration to another person by notifying us in writing ([email protected]). Your request must include your name and email as well as the full contact information for the person attending in your place. A confirmation email of the substitution will be sent to your replacement. DISCLAIMER: By registering and participating in this event you consent to being filmed, taped, interviewed, photographed and recorded during and in connection with the event by the Conference Organizers. You also agree that the Conference Organizers may use, publish, edit and incorporate any of the recorded material (including your name, voice, image, likeness) as they deem fit to use them in connection with any promotional purposes.
ADMINISTRATIVE NOTES
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