High Performance Management Conference: A Must-Attend Event

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I’ve heard Dan’l quote Zig Ziglar on many occasions, “It’s better to train your team and lose them, than to not train them and keep them”. No doubt, education and training are a significant element of our culture at DMA.

I was fortunate to be selected as DMA’s representative at this year’s PMA Foundation High Performance Management Conference (HPMC) and doubly lucky to have shared the experience with the 40+ other attendees from across the fresh produce industry. Not only did I “get my sponge on” and soak in all the wise words and lessons from experts in business acumen, leadership, corporate communications and more; I also connected and reconnected with others equally as passionate about fresh produce, which is a hell of a great way to spend three days.

Throughout the conference, I was repeatedly intrigued by subject matter that depicted the many instances in which strategic marketing and public relations will play even greater roles in successful businesses for the foreseeable future (shocker!). And while that’s probably not a surprise that my ears perked up at these mentions, the fact that this theme was woven throughout much of the curriculum indicates that the time is right for fresh produce marketers to ready their companies and brands to take advantage of the many developing opportunities.

In short, it was very clear that “high performance management” is synonymous with high performance marketing” in today’s consumer-driven, digital universe. Here are few important trends and takeaways that will have the biggest impact on fresh food marketers:

  • Baby Boomers are “aging and anxious” and another generation’s purchasing influence is huge and growing. Gen “We” (0-17 years & named due to their lesser focus on the “I”) doesn’t have the buying power of the other generations, but their influence on Boomers and X’ers is equally powerful/valuable. In addition, X’ers, Millennials and the We’s are increasingly consuming information via mobile devices which will require a shift in how and where we reach them.
  • Middle class markets are emerging and growing across the globe which results in consumption increases and diet/product mix changes. Protein-rich foods are seeing the highest gains and there is huge opportunity for plant-based proteins. In this burgeoning middle class, brands/branded products are becoming more sought after and consumed.
  • Data is and will continue to provide profound (and profitable!) insights to companies/brands. Data is also a gold mine for your marketing department AND sales team. There are now tools to help you gather consumer/customer data with their permission and then dissect and analyze that data to focus and enhance your sales and marketing strategies.
  • Providing consumers with fresh food has its risks and, while any food safety crisis is an unfortunate and challenging ordeal, it is one that can be greatly improved by having a strategic communications plan in place before the need arises. From having a media trained and trusted company spokesperson to developing a “dark” website that is ready to turn on to address a food safety emergency, press and public relations preparedness is vital.Brock_HPMC2014_Selfie

I hope that everyone in our industry gets a chance to attend the HPMC at some point, as the takeaways are so much greater than can be described in a blog post. I would love to answer any questions about the program – feel free to email me at bnemecek@dma-solutions.com. And I can’t wait to catch up with the whole HPMC 2014 crew at Fresh Summit and other future produce industry events!