Consumer expert to reveal six areas for growth at IFPA floral conference
Members of the floral supply chain will tap into consumer insights at The Floral Conference, March 7 in Anaheim, CA. Presented by the International Fresh Produce Association, this conference is an anchor of the association’s overall floral portfolio.
Keynote speaker Chris Carbone, who leads the Futures Practice Americas at Kantar, will showcase six areas for innovation and growth, from broadening floral channels and occasions to harnessing new benefits and technologies. Following his talk and subsequent fireside chat with industry thought leaders, attendees will understand and anticipate the most critical shifts shaping the future of floral so they can navigate and profit from change.
“This popular conference allows members to connect and learn, maximizing their time – all in one place in one day,” said Becky Roberts, director of Floral Programs. “It’s a key component of IFPA’s resources for the floral community – the latest research and insights and opportunities to connect and do business.”
The conference program funnels broad trends into action items participants can take home to support their floral operations and appeal to consumers:
• insights on floral’s future from Kantar, a data- and evidence-based company giving the audience "use-it-now" recommendations,
• analysis by IFPA floral thought leaders of the findings' relevance to the industry, and
• real-world perspectives from a consumer panel
The afternoon conference is preceded by the IFPA appointment-only Breeder Showcase. This allows retailers to connect with breeders one-on-one to learn more about new varieties and share their insights about the wants/needs of their shoppers.
“The Breeder Showcase is another way IFPA brings the supply chain together to better understand today’s marketplace and consumers,” Roberts said. Other important IFPA events for the floral community include The Floral Conference – Miami, May 23, focused on supply chain issues, and The Global Produce & Floral Show, Oct. 19-21 in Anaheim.