12.00–13.00 READY FOR ANYTHING: HOW TO PLAN FOR THE UNPLANNED
How can you plan for unknown market eventualities like Brexit? Fresh4cast's workshop will begin by outlining the macro-level future scenarios – taking into account population and consumption data, GDP, exchange rates and production capacity projections – before suggesting techniques that can be used for company-level planning. Interactive simulations will illustrate the potential impact on most types of company, helping to make sense of the long-terrm implications of both public policy and commercial decisions.
• MIHAI CIOBANU, FRESH4CAST
• MICHELE DALL’OLIO, FRESH4CAST
15:00–16:00 HEALTH CLAIMS: A BERRY MARKETER’S GUIDE
What would be on your to-do list if you needed to launch a health-related marketing campaign about berries? Our second workshop will look more closely at the essential elements of a successful health claim, uncovering potential obstacles and identifying the best strategies for a positive impact on consumers. Participants will be invited to formulate an imaginary marketing plan and to decide what they think will benefit the berry business the most. Our health marketing experts will then offer their own advice about what can work best.
• VERONIQUE PARMENTIER, ZESPRI
• RACHEL MONTAGUE-EBBS, SOLOBERRY