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Have you been feeling a disruption in the produce marketing atmosphere? You’re not alone. The industry is seeing monumental change in consumer behavior and retail formats. Marketing professionals like yourself are responding with electrified brands like never before. United Fresh has the tools you need to harness that energy into brand strategy success.

Join us for the second annual BrandStorm™, hosted by the United Fresh Produce Marketing & Merchandising Council, where produce marketers, both green and seasoned, will come together under one cloud. Learn to disrupt your marketing mix with new creative ideas, prepare for marketing success as well as brand hurdles and hear the trends and drivers that are moving the industry into new, uncharted territory at this one-of-a-kind event where you will meet, share, discuss and explore new developments and exciting advancements in produce marketing.

Register Today

“It’s great to finally have an industry specific marketing event! The more good marketers we have in produce, the better the industry will become.”
– Karen Caplan, President & CEO, Frieda’s, Inc.

Hear What People Are Saying

“BrandStorm™ had the perfect combination of marketing basics, trends and strategy that is appealing for all levels of professionals marketing fresh produce.”
– Kim St George, Mann Packing Co.

“Worthwhile subject, great networking. San Francisco is the BEST place for a branding conference!”
– Kathryn Grandy, Chelan Fresh

“The tour at BrandStorm™ left me fully inspired.  Great time for conversation, post presentation, when we were all full of inspiration and solutions, and the companies lined up were fabulous examples of our work, done really really well.  Well done United Team, that was bomb!”
– Jessie Gunn, Wholesum Family Farms

“This marketing event is a great value! Participants get great insights in our ever evolving world!”
– Fried De Schouwer, Greenhouse Produce Company

“BrandStorm™ 2015 was a wonderful event, full of networking opportunities and relevant content. Great first year for the conference, looking forward to next year!”
– Audrey Barona, Renaissance Food Group

“Fantastic event in which I gained everything from new ideas, ways to overcome industry hurdles and great networking!”
– Erica Manfre, Watsonville Coast Produce, Inc.

“I thoroughly enjoyed the presentations and the experience of BrandStorm™! It was time well spent and I look forward to attending more United Fresh Conferences in the future!”
– Kelly Miller, Griffin Ranches, Inc.

2016 Schedule

Download Schedule at a Glance

Monday, November 14, 2016

Noon – 5:00 p.m. Registration Open
2:00 p.m. – 3:00 p.m.

Opening General Session   
Brian Wong, Co-founder and CEO of Kiip         

Author of the recently released book The Cheat Code, Brian Wong will share his visions and stories of brand execution and growth through his technology ventures. All registrants received their own copy of The Cheat Code.                                          

3:00 p.m. – 3:45 p.m.

Case Study: Introduction

Come together for the first time to tackle a real-world case study challenge. You’ll meet two more times over the course of the event, so use this time to really interpret the challenge and gain a clear understanding of what your case study teammates can each offer towards the solution.

3:45 p.m. – 4:00 p.m. Break
4:00 p.m. – 5:00 p.m.

General Session: Word of Mouth Marketing 
Ted Wright, CEO of Fizz and WOMM Pioneer

Ted Wright will share what it takes to build a successful WOMM campaign and sustain it for years to come. His WOMM revelations will leave you questioning your marketing status quo.

5:00 p.m. – 6:30 p.m.

Welcome Reception                       

Bring day one to a close as you network with fellow Brand-Stormers and socialize with those you’ve just connected with at the BrandStorm™ Welcome Party. Introduce your new friends to old, catch up with industry peers and exchange a swell of new ideas that you’ve generated throughout the day.                                                                     

Tuesday, November 15, 2016

7:00 a.m. – 5:00 p.m. Registration Open
8:00 a.m. – 9:30 a.m.

Breakfast & General Session: Retail Panel        
Adam Bazarnik, Director of Produce, Nugget Markets, Inc
Alfonso Cano, Director of Produce, Northgate Gonzalez, LLC
Suzy Monford, Chief Executive Officer, Andronico’s Community Markets

Moderated by:
Meg Major
, Chief Content Editor, Progressive Grocer

A new breed of shopper is knocking! Today’s retail experience may be a whirlwind, but
retailers are continuously developing new strategies to entice consumers, and no two are the
same. From new technology and omni-channel marketing to innovative floor plans and
merchandising displays, hear from three unique retailers as they share their insights and
experiences from the front lines in engaging directly with the 2017 consumer.                                

9:45 a.m. – 10:45 a.m.

Concurrent Workshops | Consumer
1. Seasoned: Foodservice Trends Straight off the Menu
Chef Todd Fisher
, Corporate Chef and Brand Ambassador for Duda Family Farms

Foodservice pros forecast what’s cool in culinary. From creative menus and reinventions of the
familiar, consumers are able to discover new and unique (sometimes quite exotic) foods. What’s
the strategy behind the menu development decisions? How do the fruits and vegetables that are
chosen make the cut? What are the challenges involved in selecting a trend to endorse? Hear
directly from one chef who thrives on introducing new fare to customers and learn what goes
into the selection, development and presentation of new menu items.

2. Green: Influencing the Influencers
Lily Diamond, Founder, Kale & Caramel

A new generation of culinary enthusiasts and self-proclaimed foodie experts are quickly growing as the largest consumer influencer population. As a produce marketer, how do you engage with and learn from food bloggers – the influential voice that consumers trust and turn to for the latest trends, products and how-to’s? Hear from Lily Diamond as she shares how she partners with brands, leverages relationships to keep her content fresh and stay on-trend, and what keeps her inspired to continuously generate engaging content.

10:45 a.m. – 11:15 a.m.


11:15 a.m. – 12:15 p.m.

Concurrent Workshops | Communication Strategies
1. Seasoned: Managing Your Brand Reputation
Linda Welter
Chief Executive Officer, The Caliber Group

Maintaining brand credibility requires just as much effort as building the brand in the first
place. What do you do when your brand’s reputation is challenged? Linda Welter of The Caliber
Group will share strategies for tackling business or market challenges that require breakthrough
thinking to outpace the negative noise and better service your customers and brand reputation.

2. Green: Social Media Strategy

As customers’ purchasing decisions are heavily based on peer reviews and social media, your digital strategy can storm up the difference between profit or loss. In this engaging session, learn how to predict trends, identify the right keywords for competitive market analysis, target and understand your audience by the topics they discuss and leverage these social conversations for brand growth. This atmosphere of data-driven techniques will help you storm up your digital ROI. 

12:15 p.m. – 1:00 p.m. Lunch & Budget Insights: Making the Most of Face Time
Marc Pomerleau
, Global Strategy Vice President, FreemanXP
1:00 p.m. – 1:45 p.m.

Case Study

Get ready for a gust of new ideas and brainstorming as you regroup with your case study partners!  You’ve already broken down the challenge, now apply tactics, processes and strategies learned throughout BrandStorm™ and build from the information you may already have. Create a successful solution to your case study and be prepared to share! You’ll come together one last time with another group who tackled the same challenge – think about the insights you can share, challenges you wish you had their assistance with and principles you can walk away ready to adapt in your own organization.

1:45 p.m. – 2:15 p.m. Business Break & Registration Area Activities
2:15 p.m. – 3:15 p.m. Concurrent Workshops | Branding & Packaging
1. Seasoned: Building a Brand Strategy for Success
Leslie Freytag
, Founder and Principle, Freytag Group

Looking to kick start your brand and product line? With decades of management of a variety of iconic brands – Neiman Marcus, Harry & David, Jackson & Perkins, Tommy Bahama, Crunch Pak, and butter LONDON – Leslie Freytag will share winning approaches to brand growth and development and insights into consumer brand loyalty tactics to help amp up your brand strategy for success.

2. Green: Fresh Ideas: What Developing a Brand Looks Like
Joel Templin, Co-Founder/Creative Director, Hatch San Francisco

Hatch San Francisco defines itself in a single statement: We craft brands that move people to affection. Hatch has found the magic in capturing the emotion behind a brand and spinning that feeling through execution of the brand launch. Hear from the team at Hatch as they share case studies of food brands they have successfully built, and explore the twists and turns of the process and key lessons learned, unique to each client cyclone of development.

3:15 p.m. – 4:00 p.m.

Case Study

You think you’ve come to a brilliant solution to your case study, but are you sure nothing is missing? Come together with another group who tackled the same case study. How do your strategies differ? What tactics did they employ that you’d like to adopt into your solution? Which principles are affecting the bottom line?

4:00 p.m. – 4:15 p.m. Break
4:15 p.m. – 5:15 p.m.              

Closing General Session: How to Create Brand Names that Stick
Alexandra Watkins, Chief Innovation Officer, Eat My Words

With more than 500 naming projects to her name, Alexandra Watkins knows a thing or two about creating brand names. She will wrap up this year’s BrandStorm with insights on how to create a brand name that sticks – giving you ideas of your own to apply to your existing brands and those not yet launched!

Wednesday, November 16, 2016

7:00 a.m. – 3:00 p.m.

Post Event Tour (Optional)
Clif Bar & Company

BrandStormers will have the unique opportunity to tour Clif Bar & Company headquarters in Emeryville, C.A., just across the bridge from San Francisco! Hear from Clif Bar’s marketing team on how they rely on their 5-Aspirations of Business: Sustaining our Business, Brands, People, Community, and the Planet to keep on brand and on focus.

2016 Sponsorship

Thank you to our 2016 sponsors!

Lightning Level

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Thunder Level

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Gain visibility as an “in-the-know” brand at the produce marketing event of the year as a 2016 United Fresh BrandStorm™ sponsor! Learn about the opportunities below.

2016 Sponsorship Opportunities

Hotel & Travel

The Hilton San Francisco Financial District is the headquarters hotel for BrandStorm™. The Hilton is offering a discounted group rate of $249 for conference attendees while supplies last, if booked by October 28, 2016. We recommend securing your housing as soon as possible. Reserve your room online or contact the hotel directly at 1.800.424.8292 and mention you are with BrandStorm™.

NOTE: the reservation link above will allow you to book for November 14-15 only. If you would like to book any dates before and/or after these listed dates, contact Lily Toy, Senior Convention Services Manager for the Hilton San Francisco Financial District at 415-433-6600 extension 6788.


Hilton San Francisco Financial District

750 Kearny Street
San Francisco, CA 94108
415.765.7838 or 1.800.424.8292


The Hilton San Francisco Financial District puts you in the center of the city, within walking distance to Union Square, Embarcadero, Chinatown and Fisherman’s Wharf. It is located 14 miles from San Francisco International Airport (SFO). Alternatively Oakland International Airport (OAK) is 20 miles away from the Hilton. A variety of ground transportation options are available at the airports.

Airport Shuttle Transportation

Friendly Neighborhood Super Shuttle offers Hilton guests “Share-With” transportation to and from airports at a competitive rate. Individual and Group rates are available. Reserve your shuttle. 

Lightbulb Moments

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Instagram-1028-Friedas Twitter-1022-jeremytaylor Twitter-1020-GoldCoast
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2015 PresentationsDownload PowerPoints

Prst-RRose Brand-storming – Rain or Shine
Experiences, The 7th Era of Marketing
Speaker: Robert Rose
Prst-SSchumansky The Produce Consumer Forecast
Speaker: Sarah Schmansky
Prst-DSeifer The Produce Consumer Forecast
Speaker: Darren Seifer
Prst-DGaston Marketing by Design: Managing the Creative Process
Speaker: Dave Gaston
Prst-DMA Battling Marketing Channels: Maximizing Your Opportunities
Speakers: Mackenzie Michel and Megan Zweig
Prst-CCooper Building a Brand Narrative
Speaker: Campbell Cooper
Prst-LStein Where’s the Pot of [Brand] Gold?
Speaker: Leslie Stein

For more information about presentations or speakers, contact Mary Coppola.

Need a little more support communicating the value of your attendance to your supervisor? Download and personalize this letter to help you justify your BrandStorm attendance this fall.