PROGRAM & SCHEDULE - A Disruptive Forum on Today's Consumer and Dairy's Opportunities DairyExperienceForum.com | #DEF2020 - Dairy Experience Forum
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
PROGRAM & SCHEDULE
A Disruptive Forum on Today’s Consumer and Dairy’s Opportunities
DairyExperienceForum.com | # DEF2020
AGENDA The Dairy Experience
Wednesday INSTRUCTIONS:
July 15 The spaces below have been designed for you to take notes as you are watching the conference. Feel
free to print or use this fillable PDF. If you are using the PDF make sure to save so you don’t lose your
notes. We also invite you to join the conversation online by using #DEF2020.
Welcome Remarks 10:00 a.m. – 10:10 a.m. CT
Consumer Focus Group 10:10 a.m. – 11:00 a.m. CT
Hear first-hand from consumers regarding their opinions on dairy, how they make their purchasing
decisions and how they view dairy farming. This live focus group will give you insights into a
consumer mindset and provide you the opportunity to ask questions.
Key Takeaway:
Notes:
Small Group Discussions 11:00 a.m. – 11:30 a.m. CT
Upon hearing from our live focus group, we will break out into virtual small groups to discuss the
themes that were shared and how to use that information in your given roles in the dairy supply
chain.
Key Takeaway:
Notes:
LUNCH BREAK 11:30 a.m. – 12:00 p.m. CT
Questions? Go to DairyExperienceForum.com | #DEF2020 2020 Virtual Dairy Experience Forum 2
AGENDA The Dairy Experience
The New Normal: Post COVID-19 Dairy Category 12:00 p.m. – 12:40 p.m. CT
Larry Levin, Executive Vice President, IRI
Consumers are pivoting their shopping behaviors and adapting a new normal. Milk ranks #9 in
fastest growing categories in e-commerce, up 279% from a year ago. Dairy aisle retail sales growth
has outpaced total store dollar growth since the beginning of the pandemic. How can this growth be
sustained both in-store and online? To uncover the opportunities for dairy at retail, we must first
understand the consumer who is adding more dairy to their cart and why. With this quickly changing
landscape, Larry Levin, Executive Vice President of Market and Shopper Intelligence at IRI, will take a
deeper dive into why shoppers are purchasing more dairy, how dairy is being consumed differently
and what opportunities are around the corner as life returns to a new normal.
Key Takeaway:
Notes:
The Environmental Solutions Panel 12:40 p.m. – 1:15 p.m. CT
Suzanne Vold, Dairy Farmer, Dorrich Dairy
Bob Huffman, President & CEO, First District Association
Brian Zook, Director, Bel Brands USA
Learn how dairy is an environmental solution to good nutrition. The dairy industry has been on a
long path of continuous improvement when it comes to practices that decrease its carbon footprint,
improve water quality and reduce and optimize water usage. Hear from a dairy farmer, a cooperative
processor and a consumer branded product manufacturer about what they are doing to reach the
industry’s 2050 Environmental Stewardship Goals.
Key Takeaway:
Notes:
Questions? Go to DairyExperienceForum.com | #DEF2020 2020 Virtual Dairy Experience Forum 3
AGENDA The Dairy Experience
BREAK 1:15 p.m. – 1:30 p.m. CT
How the 21st Century Eater is Shaping the Future 1:30 p.m. – 2:10 p.m. CT
of Food & Dairy
Mike Lee, co-founder & co-CEO, Alpha Food Labs
In this session, Mike Lee of The Future Market and Alpha Food Labs will explore the trends and consumer
behaviors that are shaping the future of food, with a specific focus on the dairy industry. This journey will
be viewed through the lens of the 21st century eater—an eater who demands foods that fulfill needs at the
intersection of health, sustainability, and experience. Join this session to understand how these consumers
will impact the marketplace for decades to come and what food producers, processors, distributors,
brands, and retailers can do to meet their needs and thrive well into the future.
Key Takeaway:
Notes:
The Secret to Navigating Change – Harris III 2:10 p.m. – 2:50 p.m. CT
Harris III, Illusionist
In times of unprecedented change, how do you lead your organization into the future? You do it
through developing and casting a vision that stirs the imaginations of those you influence. You
remind them of who they are, which reawakens their wonder to what is possible. These important
shifts are only accomplished through the magical power of story.
Great leaders bring stories to life and invite their teams, clients and customers to become characters
in that story. The result is a new narrative that creates clarity, alignment, and confidence regardless
of new market conditions.
Key Takeaway:
Notes:
Debrief and Closing Thoughts 2:50 p.m. – 3:05 p.m. CT
Questions? Go to DairyExperienceForum.com | #DEF2020 2020 Virtual Dairy Experience Forum 4
ACTION STEPS The Dairy Experience
Three biggest
learnings:
Action steps I
can take to drive
dairy demand:
Thank you to our Dairy Experience Forum Advisory Council!
Tim Baumgartner, Compeer Financial
Jennifer Block, Innovation Center for U.S. Dairy
Brandon Borts, Kum & Go
Katie Hepler, Dairy Farmers of Wisconsin
Kelsey King, Land O’ Lakes
Molly Pelzer, Midwest Dairy
5
THANK YOU The Dairy Experience
Dear Dairy Experience Forum attendees,
On behalf of Midwest Dairy, I want to thank you for taking time
to join us at our 2020 event. We hope the content was useful for
your role in the industry.
By providing the opportunity to hear directly from consumers
and learn more about current and future dairy trends, this event
helps us work toward the Midwest Dairy vision and mission
to bring dairy to life by giving consumers an excellent dairy
experience. We also have the opportunity to learn about the
commitment the dairy community has toward meeting the
consumer desire to have food that is not only good for them, but
good for the planet, the animals and the communities in which
we all live.
The Midwest Dairy staff are your resource to help you build more
consumer trust in dairy and sales of dairy products. I encourage
you to reach out to us to keep the conversation going and build
stronger partnerships that result in shared outcomes of bringing
dairy to life.
Sincerely,
Molly Pelzer
CEO, Midwest Dairy
2020 Virtual Dairy Experience Forum 6
SPEAKER BIOS The Dairy Experience
Harris III, Illusionist
While hundreds of thousands of people around the globe know Harris “the Third” as an award-
winning illusionist, in the last few years his career has exploded into becoming a sought-out keynote
speaker, storyteller, and event curator. His endeavors expanded as an entrepreneur as he founded
the Istoria Collective, an event and production company that creates and executes meaningful and
transformative experiences for people and brands through both live events and a variety of other
mediums.
Harris’s greatest strength as a communicator is often found in his unique form of storytelling. He
attracts audiences and holds their attention in a way few other speakers do, not only because of
his 20-year background as a master illusionist, but also a highly effective and memorable keynote
speaker who helps audiences discover what he refers to as “real magic.” His excellence and
uniqueness in doing so has taken him to thousands of stages in 49 states across America, and in
almost 40 countries throughout Europe, Asia, Africa, and even the Middle East. He has presented
to more than 2 million people worldwide, live in person, not including multiple film and television
appearances.
The universal nature of his presentations has taken him to such a wide variety of venues that it’s
difficult to wrap your head around. He has been called upon by Elvis Presley Enterprises to create
custom presentations for Graceland and asked to deliver creative and inspirational messages at
fundraising events at venues like the Southwest Airlines Corporate Headquarters. He is invited to
present at exclusive, members-only clubs like Manhattan’s Soho House, the headquarters of tech
giants like Pinterest, to TEDx events and arenas packed with tens of thousands at a time, like Catalyst
Leadership Conference. Catalyst went on to add Harris to their prestigious and highly-respected
Young Influencers List, naming him one of America’s most influential young people.
After an already successful career as a speaker and performer, Harris is now entering the next
decade of his career with a new enthusiasm for stories and art. With his perspective of what real
magic is, Harris’ presence is quickly being felt in new circles and industries. In 2016, he began a new
season by relaunching STORY, the nation’s premier conference for creators and storytellers. What
began as a simple two-day annual conference has exploded into a prolific movement of culture-
shaping storytelling. Under Harris’ leadership, STORY has turned into a community who is gathering
in multiple cities around the world through a variety of workshops, conferences, and events.
These are no ordinary creators’ gatherings. Harris’ STORY events have partnered with storytellers
who create for companies like Disney, DreamWorks, Pixar, Nike, YouTube, NatGeo, and even NASA’s
Jet Propulsion Laboratories and more. That has led to Harris, himself, partnering with an equally
impressive list of companies for workshops, keynotes, and presentations about storytelling, creative
thinking, imagination and innovation, and how wonder transforms everything from leadership, to our
workplace culture, and our creative processes.
Harris is awakening child-like wonder, imagination, and curiosity in a way that only someone who
believes in real magic can.
Questions? Go to DairyExperienceForum.com | #DEF2020 2020 Virtual Dairy Experience Forum 7
The
The Power of Promotion
Promotion
Wisconsin
Wisconsin dairy
dairy farmers’
farmers’ marketing and promotion
promotion dollars
dollars work
workto
to
drive
drive demand
demand forfor Wisconsin and dairy
Wisconsin cheese and dairy products
products
70%
SSINC
IN CEE TTH
HEE DAIRY
DA IRY CHECKOFF
CHE CKOFF
WAS C
WAS CR
REA TE D IN
E ATED I N 198
1 98 3
U.S. PER CAPITA CHEESE
U.S.
CONSUMPTION is up
is up o
o ve
ve rr
45 MILLION
POUNDS
INCRE A SE IN ANNUAL
INCRE A SE IN ANNUAL
WISCONSINCHEESE
WISCONSIN CHEESE SALES
SINCE 2013
SINCE 2013
SALES
WISCONSIN
WISCONSIN MILK
PRODUCTION
PRODUCTION
27%
is u p
is up
MILK
Dairy Farmers of Wisconsin works with some of the largest retailers...
Dairy Farmers of Wisconsin works with some of the largest retailers...
...and restaurant brands to offer Wisconsin Cheese
...and restaurant brands to
to consumers offerthe
across Wisconsin
U.S. Cheese
to consumers across the U.S.
Learn more about Wisconsin dairy’s
Learn moreand
marketing about Wisconsin
promotional dairy’s
dollars and
marketing
sign up for and
our promotional dollars at
monthly newsletter and
sign up for our monthly newsletter at
WisconsinDairy.org
WisconsinDairy.org
SPEAKER BIOS The Dairy Experience
Bob Huffman
Bob is the President & CEO of First District Association and has a business degree from Evangel
University in Springfield, MO. He has over 20 years of progressive dairy industry experience and has
a passion for successfully fostering and sustaining both member patron and customer relationships,
building trust and discovering the strategy that works best with the Cooperative to achieve desired
member, industry and business goals.
He is a firm believer in leading by example and that it all starts with core ethics and values. Bob
states, “The dairy farmers have the strongest values on Earth and hold the most ethical integrity
I have witnessed. I believe it is all about doing the right thing, even though the right thing may
sometimes be hard…it is still the right thing.” Bob believes that a culture of member engagement,
transparency and strong leadership are key and that a team of employees that are passionately
aligned with these values and goals are most definitely unstoppable.
Bob and his wife Jennifer have three children. Bob and Jennifer are busy putting down roots in
Litchfield MN with their family and look forward to spending time outdoors with their children
enjoying all the seasons that Minnesota has to offer.
Mike Lee
Mike Lee is the co-founder and co-CEO of Alpha Food Labs, a food innovation company that helps
companies create innovation strategies and new products that are better for people, planet, and
palate. Mike is also the founder of The Future Market, a futurist food lab that explores what our food
system could look like in the next 5-25 years.
Through Alpha Food Labs and the Future Market, Mike and his team have worked on various
innovation strategy and product development projects with companies that include Campbell’s,
Danone, Barilla, Google, Applegate, and more.
Mike’s experience in food design & innovation has covered a wide range over the past 14 years. Prior
to Alpha Food Labs & The Future Market, Mike led product development initiatives on the Innovation
& New Ventures team at Chobani. Mike focused on building out their savory platform and drove food
design from consumer insights, to ideation, to food and brand development, to business planning
and production.
Mike is a frequent speaker on food innovation and has been featured in many conferences and
publications such as The Wall Street Journal, CNBC, Bloomberg, Fast Company, The New York
Times, Money, Natural Products Expo West & East, The Culinary Institute of America, The National
Restaurant Association, and many more. He also serves on the Board of Advisors for the Partnership
for a Healthier America.
Mike is the grandson and son of Chinese restaurant owners in Detroit and was raised in those
kitchens. He has a business degree from the University of Michigan and design from the Parsons
School of Design. He currently lives in Brooklyn, NY.
Questions? Go to DairyExperienceForum.com | #DEF2020 2020 Virtual Dairy Experience Forum 9
Farm Credit Supports Rural America
The voice of milk.
The time to
change is now.
It’s not enough to just react
anymore—retailers and brands need
a transformative marketing strategy
that addresses changing shopper
behaviors and plans for success.
That’s where Queue comes in.
The Time to Change is Now
It’s not enough to just react anymore—retailers and
brands need a transformative marketing strategy that
addresses changing shopper behaviors and plans
for success. That’s where Queue comes in.
Transform your marketing at www.queueknowsdairy.com
Edge board Jerry Meissner member with USDA Sec. Sonny Perdue
Giving dairy farmers throughout the Midwest
a powerful voice.
voiceofmilk.com Listen to
2020 Virtual Dairy Experience Forum 10SPEAKER BIOS The Dairy Experience
Larry Levin, Executive Vice President, Market and Shopper Intelligence,
IRI
Larry Levin has spent his entire career in market research, leading engagements for many of the
world’s largest manufacturers and retailers including Pepsi, Coke, Lexus, Porsche, Nissan, Infiniti,
Starbucks, Audi, Microsoft, and Disney, just to name a few. The first three decades of his career were
spent at Synovate (formerly Market Facts), where he held a number of positions, including head of
Global Automotive, executive director of International New Business Development and leader of two
global conferences—one in Beijing and one in Cairo.
Following his tenure at Synovate, Levin joined TNS as head of its Consumer Sector. He was quickly
elevated to president of Client Services and Relations, where he and Bob Tomei, current president of
IRI’s Consumer & Shopper Marketing, co-led its North American business.
In February 2010, Levin joined IRI to lead its Survey Solutions group and was then promoted to run its
overall Consumer Insights business.He also led IRI’s Business Development – New Solutions until he
was named executive vice president of Consumer & Shopper Marketing in 2017.
Levin is a frequent speaker at a number of industry events, including Sweets & Snacks Expo,
Confections State of the Industry, NACS State of the Industry, Shopper Marketing, HOP—State of
Mass Beauty, FMI, New Products Innovation, NFRA and CSPA and has been a guest on Bloomberg
Television’s Surveillance program as well as quoted in numerous periodicals.
Andy Vance, Feedstuffs
Andy Vance communicates today’s issues in the agriculture and food retail industries through
powerful storytelling. A compelling speaker and expert commentator, Andy helps audiences
understand how to understand the often distinct perspectives of farmers and consumers. He has
presented to hundreds of groups in agriculture and related professions, and been called upon to
moderate discussion panels for the Animal Agriculture Alliance, the National Association of Farm
Broadcasting and several land-grant universities.
Andy began his career in farm media as a college intern in Columbus, Ohio, and spent ten years as
a broadcast journalist at WRFD-AM, the Buckeye Ag Radio Network and ABN Radio. Andy earned the
Horizon Award from the National Association of Farm Broadcasting in 2005, and with his team won
multiple newscast and news service awards. During his time behind the microphone, he became a
noted authority on the use of digital and social media in agriculture.
In 2010, Andy made the transition to print media when he joined Feedstuffs as a contributor and
blogger. Today, in addition to writing, podcasting and speaking, Andy designs multi-platform
campaigns for advertisers reaching an agricultural audience via Feedstuffs, National Hog Farmer and
BEEF Magazine.
Andy has served on the boards of directors of the National Agri Marketing Association, Ohio
Cattlemen’s Association, and Ohio FFA Foundation. He lives outside Columbus, Ohio, with his wife
and daughter.
Questions? Go to DairyExperienceForum.com | #DEF2020 2020 Virtual Dairy Experience Forum 11SPEAKER BIOS The Dairy Experience
Suzanne Vold
Suzanne is a dairy farmer from Glenwood, MN. Suzanne, her husband Brad, and Brad’s brother Greg
are the owners of Dorrich Dairy, a 500-cow dairy that converted to robotic milking in October, 2019.
The operation includes 600 acres of cropland which supplies the forage and grain to the dairy. In
2015 their farm was honored to receive a National Sustainability Award from the U.S. Center for Dairy
Innovation.
Suzanne received her Bachelor of Arts in Mathematics and Economics from Wellesley College then
received her MBA from the Carlson School of Management at the University of Minnesota. Prior to
her life as a dairy farmer Suzanne worked for an investment bank in Minneapolis. She is a director
on local, state and regional promotion boards and serves on the Environmental Stewardship
Committee and the Stewardship Task Force for the Innovation Center for US Dairy. Suzanne and Brad
have three children: Anna (20), a junior in college, Erik (16), a junior in high school, and Katy (13), an
eighth grader.
Brian Zook, Director of Milk Sourcing and Dairy Sustainability,
Bel Brands USA
Has over 30 years in roles for procuring and globally sourcing agricultural raw materials for private
label and global branded food companies. Currently his role is sourcing all dairy and delivering
sustainability goals for the U.S. operations of Groupe Bel.
Bel Brands USA, based in Chicago, is the maker of snacking cheeses including The Laughing Cow®
and Mini BabyBel®. Bel Brands USA also manufactures and markets a number of gourmet and cold
pack cheeses including Boursin®, Kaukauna®, Merkts®, Owl’s Nest®, Price’s®, and Wispride®.
CustomED is proud to support America’s Dairy Farmers
by providing extraordinary experiences
for learners of all ages.
www.CustomED.org
Questions? Go to DairyExperienceForum.com | #DEF2020 2020 Virtual Dairy Experience Forum 12SPONSORS The Dairy Experience
PREMIER SPONSOR
Midwest Dairy | MidwestDairy.com
Bringing Dairy to Life!
PRESENTING PARTNER
Dairy Farmers of Wisconsin | WisconsinDairy.org
2020 Virtual Dairy Experience Forum 13SPONSORS The Dairy Experience
GOLD SPONSOR
Farm Credit | FarmCredit.com
S I LV E R S P O N S O R S
Custom Educational Services Edge Dairy Farmer Cooperative
CustomEd.org VoiceOfMilk.com
Queue Brand Communications
QueueKnowsDairy.com
2020 Virtual Dairy Experience Forum 14You can also read
