Variety of factors combine for successful second annual SPC conference and expo
Variety of factors combine for successful second annual SPC conference and expo
TAMPA, FL " There were many aspects to the Southeast Produce Council?s second annual Retail & Foodservice Conference and Expo that contributed to the event?s success, including opening and closing parties, educational field tours, a golf tournament, a dynamic keynote address and, of course, a trade show.
On the work side of the ledger, the combination of keynote address, industry speakers and retailer panel discussion was certainly one highlight of the entire event, held here March 10-12.
Keynote speaker Harold Lloyd got things moving Saturday morning, March 12 with an exploration of the topic, "Am I the Leader I Need to Be?? The author, business consultant and professional speaker examined 10 points that he said can make a person a real leader.
Inviting attendees to fill out a form as he discussed each individual point with the audience, Mr. Lloyd said that a leader is unquestionably honest; has vision and passion; excels in communication; develops others and is personally humble; creates, plans and executes; knows the numbers; discontinues things that don?t work; is continuously self-developing; maintains a family focus; and is health conscious.
He suggested to audience members that they rate not only themselves in these categories but also their mentor, and then compare the two.
Two retail experts then addressed the group: Michael Kamphaus, director of produce and floral for Supervalu?s Eastern region; and Stephen Rodrigues, director of produce and floral at Sobey?s Inc.
Mr. Kamphaus said that to get consumers to eat more produce, the industry needed to concentrate on three factors: taste, nutrition and convenience.
On the matter of taste, he cited surveys showing that 23 percent of consumers pointed to taste as the top reason they buy produce, "yet as marketers, we habitually think of price," he told the audience. He also commented on the traditional thinking by many in the industry to rush products to market as early as possible. "Let?s stop trying to be first in the market," he advised. "Let?s be first when the product is right and has the right taste."
Regarding nutrition, Mr. Kamphaus said that consumers are confused in part because "we turn from one food fixation to another," with various industry experts and others telling people first to avoid fats, then sugars, then carbs. "I can?t help wonder if all this confusion is leading many consumers to just give up," he said.
Concerning convenience, he lauded the industry because "there has been progress in this area," but he added that "we could do more," such as replacing some of the candy near the checkout area with fresh produce. This is just one example of how the industry can fight the obesity problem in the United States, he added. "Produce can be part of the solution."
With over 1,000 stores throughout Canada, Mr. Rodrigues of Sobey?s spoke next, giving a Canadian retailer?s point of view. He noted that fresh produce is "right up front? at his company?s stores to set the image of freshness for shoppers as soon as they come in.
He pointed to some demographic shifts in Canada (many of which echo those in the United States) which produce retailers will have to watch carefully. For example, he noted that Canada?s population is growing and growing older, that children are living at home longer, and that the percentage of women in the workforce is increasing.
He summed up his presentation with five points: there is increased recognition of the importance of fresh fruits and vegetables; the level of antioxidants in fresh produce is a real plus; convenience remains a key factor; smaller portion sizes will be more important as time goes on; and fresh fruit as a snack item is a growing trend.
Following a short break, Mr. Lloyd (who now donned a referee?s shirt) moderated a retail panel comprised of Bob Denomme of BI-LO, Rick Steigerwald of Supervalu, Tom Holbert of Wal-Mart and Mr. Rodrigues.
On the question of what is inhibiting growth of produce sales, Mr. Steigerwald suggested more promotion within a specific category, such as apples or citrus. A member of the audience suggested increased use of sampling.
On the question of how suppliers and retailers could communicate more efficiently, Mr. Holbert said that suppliers should "talk to us first about what our needs are? rather than spending thousands of dollars on something and then trying to sell that item.
On the question of what an effective sales call should include, Mr. Holbert said that "a lot of patience? is needed to get a new product approved, and Mr. Steigerwald said that suppliers should "understand our business and our whole market strategy? before "articulating your product or service."
On the question of what the future holds for bulk produce, Mr. Rodrigues said that the category would continue to grow, especially in stores catering to less affluent shoppers who might not be able to afford expensive packaged items. Mr. Holbert noted that some bulk items are already perceived as "value-added," such as a single apple or a small clump of grapes.
On the subject of low-carb diets, Mr. Holbert said that fruit was already starting to rebound. Mr. Steigerwald agreed but cautioned that "we can?t take it for granted that fruit will automatically come back," so more promotions may be necessary.
At the conclusion of the panel discussion, golfers headed to the Westchase Golf Club for a round of golf, which saw the foursome from Southern Valley Fruit & Vegetable Inc. take first place with a score of 14 under par.
The Buccaneer Bash Farewell Party concluded the event Saturday night.
For those already planning ahead, the Southeast Produce Council?s third annual conference and expo will take place March 2-4, 2006 in Ft. Lauderdale, FL.
(Additional coverage of the SPC conference appear in the March 21 issue of The Produce News.)
On the work side of the ledger, the combination of keynote address, industry speakers and retailer panel discussion was certainly one highlight of the entire event, held here March 10-12.
Keynote speaker Harold Lloyd got things moving Saturday morning, March 12 with an exploration of the topic, "Am I the Leader I Need to Be?? The author, business consultant and professional speaker examined 10 points that he said can make a person a real leader.
Inviting attendees to fill out a form as he discussed each individual point with the audience, Mr. Lloyd said that a leader is unquestionably honest; has vision and passion; excels in communication; develops others and is personally humble; creates, plans and executes; knows the numbers; discontinues things that don?t work; is continuously self-developing; maintains a family focus; and is health conscious.
He suggested to audience members that they rate not only themselves in these categories but also their mentor, and then compare the two.
Two retail experts then addressed the group: Michael Kamphaus, director of produce and floral for Supervalu?s Eastern region; and Stephen Rodrigues, director of produce and floral at Sobey?s Inc.
Mr. Kamphaus said that to get consumers to eat more produce, the industry needed to concentrate on three factors: taste, nutrition and convenience.
On the matter of taste, he cited surveys showing that 23 percent of consumers pointed to taste as the top reason they buy produce, "yet as marketers, we habitually think of price," he told the audience. He also commented on the traditional thinking by many in the industry to rush products to market as early as possible. "Let?s stop trying to be first in the market," he advised. "Let?s be first when the product is right and has the right taste."
Regarding nutrition, Mr. Kamphaus said that consumers are confused in part because "we turn from one food fixation to another," with various industry experts and others telling people first to avoid fats, then sugars, then carbs. "I can?t help wonder if all this confusion is leading many consumers to just give up," he said.
Concerning convenience, he lauded the industry because "there has been progress in this area," but he added that "we could do more," such as replacing some of the candy near the checkout area with fresh produce. This is just one example of how the industry can fight the obesity problem in the United States, he added. "Produce can be part of the solution."
With over 1,000 stores throughout Canada, Mr. Rodrigues of Sobey?s spoke next, giving a Canadian retailer?s point of view. He noted that fresh produce is "right up front? at his company?s stores to set the image of freshness for shoppers as soon as they come in.
He pointed to some demographic shifts in Canada (many of which echo those in the United States) which produce retailers will have to watch carefully. For example, he noted that Canada?s population is growing and growing older, that children are living at home longer, and that the percentage of women in the workforce is increasing.
He summed up his presentation with five points: there is increased recognition of the importance of fresh fruits and vegetables; the level of antioxidants in fresh produce is a real plus; convenience remains a key factor; smaller portion sizes will be more important as time goes on; and fresh fruit as a snack item is a growing trend.
Following a short break, Mr. Lloyd (who now donned a referee?s shirt) moderated a retail panel comprised of Bob Denomme of BI-LO, Rick Steigerwald of Supervalu, Tom Holbert of Wal-Mart and Mr. Rodrigues.
On the question of what is inhibiting growth of produce sales, Mr. Steigerwald suggested more promotion within a specific category, such as apples or citrus. A member of the audience suggested increased use of sampling.
On the question of how suppliers and retailers could communicate more efficiently, Mr. Holbert said that suppliers should "talk to us first about what our needs are? rather than spending thousands of dollars on something and then trying to sell that item.
On the question of what an effective sales call should include, Mr. Holbert said that "a lot of patience? is needed to get a new product approved, and Mr. Steigerwald said that suppliers should "understand our business and our whole market strategy? before "articulating your product or service."
On the question of what the future holds for bulk produce, Mr. Rodrigues said that the category would continue to grow, especially in stores catering to less affluent shoppers who might not be able to afford expensive packaged items. Mr. Holbert noted that some bulk items are already perceived as "value-added," such as a single apple or a small clump of grapes.
On the subject of low-carb diets, Mr. Holbert said that fruit was already starting to rebound. Mr. Steigerwald agreed but cautioned that "we can?t take it for granted that fruit will automatically come back," so more promotions may be necessary.
At the conclusion of the panel discussion, golfers headed to the Westchase Golf Club for a round of golf, which saw the foursome from Southern Valley Fruit & Vegetable Inc. take first place with a score of 14 under par.
The Buccaneer Bash Farewell Party concluded the event Saturday night.
For those already planning ahead, the Southeast Produce Council?s third annual conference and expo will take place March 2-4, 2006 in Ft. Lauderdale, FL.
(Additional coverage of the SPC conference appear in the March 21 issue of The Produce News.)
