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Hi Europe Offers Ingredient Experts and Insights

The biennial Health Ingredients Europe and Natural Ingredients Conference (HiE), produced by the Fi Global team from UBM, will be held in Frankfurt, Germany, from Nov. 29 through Dec. 1, 2016. One of the largest health and nutrition conferences and trade shows in the world, HiE provides a complete overview of the nutrition and wellness industries. International leaders in nutritional food and beverage innovation meet to network with each other and to share their latest healthy ingredient solutions.

As a key part of the event, the Hi Europe Modular Conference will address the biggest challenges and hottest trends in the food industry with over 18 highly focused module presentations from leading industry experts. I am very excited about this year’s conference, where I will be speaking on cutting-edge trends for the industry. Take a look at this short video interview for more information:

My presentation on “Mapping the Diverse Consumer Landscape and Defining the Key Generational Groups” will be on Tuesday, Nov. 29, during the Modular Conference presentations. My presentation on “Best Practices for Food Ingredient Marketers” will be on Wednesday, Nov. 30, at the Industry Insight Theatre on the Expo floor.

Attendees will receive a free copy of our recent research report on “The Next Generation of B2B Customers,” as well as a free copy of our newly updated review of “Best Practices in Food Ingredient Marketing Communications.” I hope you and your colleagues will be able to join me for these presentations during the conference.

You can find additional information about Hi Europe at http://www.figlobal.com/hieurope-conference/, or to register for the conference, visit http://www.figlobal.com/hieurope-conference/attend/register-today.

I look forward to seeing you there.

How to Communicate the Food Science Message

One of the hottest topics at IFT15 in Chicago last July was the serious concern throughout the food industry around how to communicate the food science message to an increasingly skeptical consumer audience. In the age of the Food Babe and other opinion-driven food advocates, the food science message is increasingly lost inside the clutter of fear mongering and unfounded opinions that seem to surround otherwise healthy food ingredients and the food science that helps feed a hungry planet.

We have written about this subject often in recent months. Our infographic series on “Food Science vs The Food Babe – Who Controls the Story?” received a lot of attention and comment from the food science community. Food ingredient manufacturers want to know how to defend its products from attack and how to use sound food science to communicate the value of its products.

One of the most interesting sessions at IFT15 was the well-attended “Communicating Food Science to the Masses” panel discussion. Experienced food communication professionals joined in with accomplished food science academics from leading universities to discuss the current environment and how food manufacturers can help effectively communicate the food science message. Kim Essex, the director of the food and ag practice at Ketchum, a public relations firm, talked about the rise of “food evangelists” and their opinion-driven advocacy that regularly attacks processed foods and ingredients through social media. She addressed the need to engage with these advocates, understand their concerns and join the dialogue with them on the same social media platforms they regularly use.

We think that directly engaging with these “evangelists” is an important first step for food ingredient companies that want to successfully communicate the food science message. The top communication strategies we see being employed could be summarized in five key areas:commun.inside

  1. Speak Up – Don’t be silent, engage with the food activists on their own terms
  2. Be Swift – Responding quickly to negative claims is essential
  3. Have a Strategy – Use the same media channels as the activists to reach their audiences
  4. Use Science – Use facts and objective information to set the record straight
  5. Make it Simple – Make your scientific evidence clear and concise

As the clean-label movement continues its momentum, communicating the food science message will be essential as food companies re-evaluate its product labels and the need to justify the inclusion of certain functional ingredients that are essential to the quality of an application. In fact, I will be speaking at Fi Europe in Paris in December as part of a panel discussion on the topic: Improving the reputation of the food industry: How can consumer engagement help?

Have you seen any examples from food companies or food ingredient companies supporting the food science message?

Industry Expert and Thought Leader, Mark Hughes, to Speak at Fi Europe

From Dec. 1-3, the world’s leading food and beverage buyers, R&D, business development and marketing specialists will gather in Paris at the biannual Food Ingredients (Fi) Europe Conference to share the latest developments, key trends and challenges affecting the food and beverage industry.

FiEurope-BlogImage

Conference attendees will have the opportunity to gain insights through specific conference modules—breakout sessions featuring speakers across a variety of industry areas—where they will hear from leading experts on a variety of issues affecting the food industry. Day two of the conference will feature a presentation and panel discussion focusing on the topic of customer and consumer engagement. Industry expert and thought leader, Mark Hughes, president of Anderson Partners Food Ingredient Marketing, will lead off the session by explaining the importance of developing an integrated marketing strategy for B2B ingredient companies. Hughes will also be a part of a panel discussion on ways to improve the reputation of the food industry from both the B2B and B2C perspectives.

You can learn more about Fi Europe and view the complete program of events here. To register for this year’s conference, click here.

How to Communicate the Food Science Message

One of the hottest topics at IFT15 in Chicago in early July was the serious concern throughout the food industry around how to communicate the food science message to an increasingly skeptical consumer audience. In the age of the Food Babe and other opinion-driven food advocates, the food science message is increasingly lost inside the clutter of fear mongering and unfounded opinions that seem to surround otherwise healthy food ingredients and the food science that helps feed a hungry planet.

We have written about this subject often in recent months. Our infographic series on “Food Science vs The Food Babe – Who Controls the Story?” received a lot of attention and comment from the food science community. Food ingredient manufacturers want to know how to defend its products from attack and how to use sound food science to communicate the value of its products.

One of the most interesting sessions at IFT15 was the well-attended “Communicating Food Science to the Masses” panel discussion. Experienced food communication professionals joined in with accomplished food science academics from leading universities to discuss the current environment and how food manufacturers can help effectively communicate the food science message. Kim Essex, the director of the food and ag practice at Ketchum, a public relations firm, talked about the rise of “food evangelists” and their opinion-driven advocacy that regularly attacks processed foods and ingredients through social media. She addressed the need to engage with these advocates, understand their concerns and join the dialogue with them on the same social media platforms they regularly use.

We think that directly engaging with these “evangelists” is an important first step for food ingredient companies that want to successfully communicate the food science message. The top communication strategies we see being employed could be summarized in five key areas:commun.inside

  1. Speak Up – Don’t be silent, engage with the food activists on their own terms
  2. Be Swift – Responding quickly to negative claims is essential
  3. Have a Strategy – Use the same media channels as the activists to reach their audiences
  4. Use Science – Use facts and objective information to set the record straight
  5. Make it Simple – Make your scientific evidence clear and concise

As the clean-label movement continues its momentum, communicating the food science message will be essential as food companies re-evaluate its product labels and the need to justify the inclusion of certain functional ingredients that are essential to the quality of an application. In fact, I will be speaking at Fi Europe in Paris in December as part of a panel discussion on the topic: Improving the reputation of the food industry: How can consumer engagement help?

Have you seen any examples from food companies or food ingredient companies supporting the food science message?

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