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We are a full-service, B-to-B marketing communications firm specializing in the global food ingredient industry and the unique marketing needs of food ingredient companies.

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Before the Show: 5 Tips to Help You Get Ready


Wait! Don’t pack your bags just yet – are you sure you’re going to get the most out of your next trade show? We’ve got five tips to help you with preshow planning to make sure your time, money and other resources are well spent.  

  1. Set attainable goals. Before you book your plane ticket, make sure you know exactly what you want to accomplish by attending the trade show. Are you trying to introduce a product to customers? Meet like-minded professionals? Knowing exactly what and how you will accomplish these tasks will be key to ensuring they happen. Whatever your goals are, make sure they’re measurable and realistic so you can be certain you’ll reach them.
  2. Make a plan. Once you know your purpose and goals, make a list of everything you need to do to reach them. If you’re operating a booth, planning ahead will ensure your booth is covered when you need to attend meetings or speeches. Get your staff members familiar with your brand, goals and talking points, by conducting mock customer interactions to help them become more comfortable talking to conference attendees.
  3. Schedule appointments. The flurry of trade show activity can be overwhelming, so be sure to make time in your calendar to meet with prospects, colleagues or attend events. Invite potential leads to meet you for coffee or lunch, or schedule some time after exhibition hours to connect over a drink. Setting aside time for appointments ensures you’ll get to everything (and everyone) that needs your attention.
  4. Make yourself heard. Don’t wait until the show starts to let people know you’ll be there. A good integrated marketing plan that encompasses print and digital advertising, email blasts and social media, can drive traffic to your website, all while engaging current customers by letting them know what you’ll be offering at the trade show. When posting on social media, use any trade show hashtags and the official trade show handles to increase your brand’s reach and make your posts easy to find for attendees.
  5. Get help from a pro. Feeling overwhelmed? Consider working with a marketing/advertising agency that can help you craft the clear messaging and memorable content you want. With a winning marketing strategy, you can differentiate your brand, stand out at the show and help you get the best return out of your trade show investment.

Pssst. We’ve got more tips like these to help you before, during and after your next trade show. Click here to see our full insights report.

We’d love to help you focus your trade show marketing strategy into a clear vision for the future. You can reach out to us here for more information.

The Power of Personalization

Recently, I was invited to sit in on an in-person presentation given by one of our food ingredient clients to one of their customers. By witnessing our client’s sales team “in action,” I knew I’d walk away with a better understanding of all that went into these presentations and ideas for making it even stronger.

Here’s the thing: I thought I was going to see something along the lines of a company introduction presented to this customer. But that was only a small portion of it.

This was more like an “ideation explosion.”

The majority of the time was devoted to introducing application ideas incorporating the client’s ingredient solutions with the customer’s products. Several new application ideas were also presented that took advantage of today’s consumer trends. The food developers and food scientists in that room were engaged and asking questions. Their minds were turning.

And I understood that the lion’s share of the work of this presentation was all the thought and research that went into the part ABOUT THE CUSTOMER.

One of the most important marketing lessons to remember when presenting to anyone is MAKE IT ABOUT THEM. It’s easy (and lazy) to fall into the trap of talking about yourself to an audience who just wants you to get to the point and tell them why they should care. For food ingredient companies, this means bringing ideas – lots of them, and good ones – to any customer meetings. Show them application ideas that get them excited to do business with you, that demonstrate you’re thinking about their business. Show them you’re on the pulse of today’s consumer trends and that you understand how to turn that knowledge into smart decisions.

By helping customers envision successful applications that depend upon your ingredient solutions, you’re connecting the dots and that much closer to getting a customer’s business.

If you’re interested in partnering with a team that specializes in strategies for B2B customer engagement, contact us.

Four Reasons Your Food Ingredient Company Should Invest in Custom Photography


Today’s business-to-business (B2B) food ingredient marketers know there is an abundance of high-quality images available at a minimal cost — and they’re only a click away. Since stock images are easy to download for next to nothing, you may find yourself questioning the value of original photography. Why spend the time and money on a custom photo shoot when you can get what you want for an affordable price online? Because it’s all part of communicating to your customers that you understand their wants and needs, which helps strengthen and support your brand and messages.

While stock photography can be a nice fallback if you’re dealing with a limited budget or time restraints, there’s no denying the value of having your own photos. Before downloading your next stock file, consider the following perks of investing in a custom photo shoot.

Getting the Details Just Right

One of the biggest benefits of investing in a photo shoot is the ability to highlight the details associated with your ingredients including how they perform in specific applications. For example, perhaps you want to draw attention to a certain texture on a baked good or emphasize a certain color on a meat application. Chances are you’re not going to find exactly what you’re looking for by scrolling through stock photography. And in today’s competitive market, “good enough” just won’t cut it. Communicating these important details can go far with research chefs and food scientists, who know how food is supposed to look when it’s made with quality ingredients.

Presenting a Professional Company to your Customers

An important part of building a unified brand message is making sure the images you’re using throughout your marketing tactics have a similar look and feel. When you shoot original photography, this is another aspect under your control. You (or your art director) are the one(s) who can decide what kind of lighting is best to show off your applications, what type of angles you need for your marketing materials and what is best for your brand. A consistent style unifies your marketing materials and helps strengthen your overall brand message.


When it comes to making your marketing materials truly one-of-a-kind, royalty-free imagery just can’t compete with original photography. You may be tempted to go after a great value on a high-quality image, but anyone — including your competitors — may have already downloaded the same image. There’s no way to tell who else has downloaded a royalty-free photograph or how they used it. With original photography, you control where and how a shot is used, helping to further distinguish your brand from competitors.

Showing Innovative Applications

Original photography allows you to capture unique product concepts that show your company is on the pulse of the latest trends. This is especially important when marketing to food manufacturers who are constantly seeking to develop innovative creations. Presenting novel concepts to product developers is a key part to winning them over and getting them to think of your company as a thought leader. With stock photography, you’ll be less likely to find the innovative applications that show your company’s creative vision and abilities.

Investing in a photo shoot helps arm your business with a unique image style that you can use in all your marketing materials. Think of it as a cohesive and powerful digital footprint that helps set you apart from the competition. At the end of the day, stock photography just can’t compete with the uniqueness, flexibility and creativity offered through custom photography.

Contact us to learn more about optimizing your creative and media to increase brand awareness and generate more leads.

Take our IFT ‘19 Bingo Challenge

IFT is only weeks away, and we all know the expo floor will be a busy place. For an extra dose of fun, challenge yourself to our IFT ‘19 Bingo and see how many items you can spot at the event.


Print out the board to cross off items as you go. Then, keep an eye out for our team walking the trade show floor and turn in your results. Anyone who scores a bingo will be entered to win a prize. If you don’t see us on the floor, snap a photo of your winning card, post it on social media and tag us @apfood on Twitter or @apfim on Instagram.

For more information about trade show marketing, contact us or download our Trade Show Best Practices report.

B2B Food Ingredient Marketing Trends to Watch For in 2019

As the new year kicks into high gear, we are starting to see many food ingredient companies launching new campaigns and marketing materials that fit today’s evolving food industry. Below, we’ll discuss the current food ingredient marketing landscape and the trends that are emerging as the new generation of B2B customers assert their presence and influence over the industry.

The Handcrafted Look

In a world that’s dominated by screens, devices and all things digital, B2B food ingredient advertising is taking things in the opposite direction — toward a more rustic and handcrafted look — in order to stand out.

Take a look at any food ingredient industry publication and you are sure to come across several examples of advertising with comfortable application photography, wooden surfaces, handwritten typefaces, illustrative elements — anything that gives the impression of things being done the old-fashioned way. The slick, corporate aesthetics are being set aside in an industry fueled by consumers who are demanding simpler labels, responsible production and corporate transparency.

The Origin Story

The demand for organic and non-GMO products as well as greater transparency has driven many companies to prominently highlight the sources of their ingredients, the farms and growing regions where production truly begins. Today it’s important for food ingredient companies to tell their story from the perspective of their farmers and growers and share the efforts they take to care for the land they use. We anticipate this trend to continue as the younger B2B audience continues to demand more sustainability from food and beverage manufacturers.

Insights in Abundance

Being a thought leader in the food and beverage industry means showing your audience that you have the expertise to help customers succeed in a competitive market. It’s no secret that content is key, and we expect to see companies continue competing for customers by sharing original insights through social media, blogs, white papers and editorials.


Some companies are using their marketing dollars for the few, not the many. By identifying and targeting key prospects and allotting the proper resources, marketers can develop tactics and craft messaging specially designed to address a certain customer’s needs. With an array of customizable tactics available, including landing pages, emails, presentations and videos, B2B food ingredient marketers can be detailed in the story they bring to their target audience.

Branding the Customer Experience

We’ve discussed this trend before and continue to see many food ingredient companies branding their customer experience. The most successful companies position themselves as complete partners to food and beverage manufacturers. Whatever the challenge, they have a solution. In an ultra-competitive environment, creating the perfect customer experience is highly valuable, and an asset worthy of its own brand.

We’re excited to see what other food ingredient marketing trends emerge in 2019. Comment below to share your thoughts — and stay tuned for more to come in our 2019 trends blog series.

Taking an Idea from Concept to Campaign

Advertising concepting

It takes several pieces working in conjunction with one another to make a successful marketing campaign truly come to life. One of the most important elements is solid creative work, and that starts with a great concept — the unique idea that forms the creative expression of your primary message.

When it comes to concepts, almost all ad industry pros will agree that:

  1. Simple is better.
  2. Simple is also difficult.

We tend to get wrapped up making sure a concept says everything at once, when it really only needs to communicate the most important thing. The concept should be the spark that captures a customer’s attention and makes him/her want to learn more about a product or service. That’s what great concepts do, anyway. The bad ones, well… they get ignored.

Before we present any concept to a client, it needs to make it past our internal team — and we are our own biggest critics. Below are some questions we ask ourselves when determining if a concept is really worthy of taking to the next step:

1. Do people understand it?

This one is simple; if people don’t understand the concept quickly, it doesn’t work. If you hear, “I don’t get it,” then it’s time to go back to the drawing board. People aren’t going to take extra time to understand something that doesn’t make sense to them right away.

2. Does it follow a strategy?

Coming up with a unique, one-of-kind way to illustrate “expertise” won’t fly if the client has specifically stated its number one goal is to communicate “reliability”. It may not mean the idea is incorrect, but a solid concept has to fully support the client’s primary communication objective.

3. Is it adaptable?

Imagine you’ve got a concept that looks amazing as a print ad — so much so that you want to frame it and hang it on your wall. Well, how does it work as a mobile banner? What about environmental graphics — how does your concept adapt for the wall of a trade show display? This is where simpler ideas win over complicated ones. Ideas that don’t lose impact when you need to reduce or streamline the creative for print, digital and environmental formats work best.

4. Is it distinct?

When you have a really great idea, it can be easy to get caught up in the excitement of the moment and forget the importance of making sure you’re not unknowingly copying something that’s already been done or putting out work that’s not just adding noise. We don’t believe that all the best ideas are already out there, but we do know that great ideas take time, and often that requires researching your competitors. Comparing your potential ad concepts to what others are doing helps ensure your work is unique and impacting. It also helps take away “tunnel vision” and tests whether your work grabs attention or blends in with everything else.

Given everything above, there’s a good reason that great concepts don’t always happen overnight. As the backbone of the creative work, it’s essential to put the effort into making sure your ad concepts communicate the story you truly want to tell your target audience.

What B2B ad concepts have you seen lately that you think are really great? Comment below to share your thoughts, or contact us to learn more about developing a successful food ingredient marketing campaign.

What B2B Food Ingredient Marketers Can Learn from the B2C Marketing Space

Tips for B2B food ingredient marketersWhat was the last ad you remember seeing that really left an impression on you? Was it a B2B ad or a B2C ad? Odds are it was probably a B2C ad and it left you wishing you could do something for your B2B business that evoked a similar response from your customers.

Far too often B2B advertising gets unfairly dismissed as being stiffer and stuffier than its B2C counterpart. While there are a lot of mediocre B2B ads, there are also several excellent ones that stand out because their targeted messages and creative approaches are successful in creating engagement and (ultimately) motivating an audience to take action. B2B food ingredient marketers can use strategies from the B2C space to better reach and engage with customers.

Know what your audience REALLY, TRULY wants

It may seem like I’m stating the obvious here, but a lot of companies assume they fully understand their customers’ needs. However, assumptions and reality don’t always line up, leading to incorrect strategies. And starting with the wrong strategy is not a recipe for marketing success. IKEA, Apple, and Trader Joe’s all have very loyal customers because they understand what their target audiences want and build their marketing strategies around those needs.

Ask yourself what is motivating your B2B customers. Is it a need to guarantee quality or a need to make operations more efficient? Whatever it is, it’s important to identify the need and craft a strategy that answers how your products or services deliver the best solution.

Put emotion into motion

It’s also important to remember that our customers — food and beverage manufacturers — are making products that we share with those closest to us — at family meals, parties, restaurants, holiday gatherings and more. Food brings us all together. It has sentimental value and it helps enhance our overall wellbeing.

Whether it’s through humor, empathy or excitement, successful B2C marketers know how to use emotional ties to develop meaningful communications with their target audiences. B2B food ingredient marketers can apply this thinking to communicate their company’s passion through effective messaging that pulls at their audience’s heartstrings. The most effective ads don’t look or sound like ads; they work harder by tapping into our emotions to draw us in.

Time is of the essence

We’re bombarded with hundreds of messages each day. Smart marketers know they have only a few seconds — if that — to capture their audience’s attention and make an impression. For example, think of a McDonald’s billboard or ad you’ve seen lately — it probably had very short copy with a bright red background, simple imagery, a logo and a tagline. These components made it highly effective and efficient in communicating a message. Similarly, it’s important for food ingredient marketers to craft messages that quickly and easily resonate with their customers.

Because there are so many ways to connect with people today, food ingredient marketers need to remember that one single tactic won’t address all marketing needs. Spread your product story out across several tactics (via an integrated strategic marketing plan) and keep your messages concise so that your time-strapped customers aren’t overwhelmed. Your print copy doesn’t need to be a mile long. It just needs to pique someone’s curiosity and motivate him/her to act. Likewise, social media channels are great for sharing bite-sized insights with your followers and positioning your company as a thought leader. Detailed information that requires more time to absorb can be communicated through videos, white papers or other downloadable content that also helps with lead generation.

Over time, all these tactics working together will help you communicate your product story and drive the engagement you want for your B2B business. For more information on B2B food ingredient marketing, please contact us.

Humor and Emotion Prevail in the 2018 Super Bowl Ads

This past Sunday our team came together to watch Super Bowl 52 and discuss our favorite part of the big game, the ads. Although not all of the Super Bowl commercials related to the food and beverage industry, it was great to see a variety of inventive ads. Below, I discuss our team’s top five Super Bowl 2018 ads.

“The Time of My Life” – The National Football League

This television spot, which mimicked the most infamous scene from Dirty Dancing, had everyone in our group laughing. I even caught myself cheering on Odell Beckham, Jr., to nail the lift with Eli Manning.

“Answering the Call” — Verizon

Using only still photography and actual audio of real people thanking the first responders who saved them, this spot drew some watery eyes among our team. The final on-screen message, “They answer the call. Our job is to make sure they can get it,” was highly emotional and reminded us that the simplest concepts can often be the greatest ones.

“Alexa Loses Her Voice” — Amazon

During the spot, Amazon scrambles to find a suitable replacement for Alexa. Yet, as demonstrated in the ad, even our favorite celebrities are no match for Alexa’s soothing tone and witty responses.

“Lip Sync Battle” — Doritos and Mountain Dew

Mountain Dew and Doritos’ “Lip Sync Battle” was yet another great concept that had our group laughing. In the spot, Morgan Freeman sipped on Mountain Dew Ice while lip-syncing to Missy Elliott’s “Get Ur Freak On.”

“Good Odds” — Toyota

Toyota released several ads during this year’s Super Bowl. However, the commercial with the biggest payoff featured Paralympic skier Lauren Woolstencroft, who defied all odds by winning eight Paralympic gold medals.

Of course, these are just our selections. Which 2018 Super Bowl ads do you think came out on top? Comment below to share your thoughts.

Top 2018 U.S. Food and Beverage Trade Shows

Exhibiting at a trade show often requires a major investment in time, resources and money. Chances are if you are exhibiting, you already have a pretty good idea of how you’ll make your mark at trade shows in 2018. If not, now is the time to begin drafting a plan and preparing your displays and supporting materials. To fully leverage the impact of your resources, it is important to have a clear strategy in mind. The first step is strategically selecting the right shows to attend.

Below, we compiled a list of the top 2018 food and beverage trade shows to help you determine which ones are worth your investment. Our team will be at several of these trade shows, and we’d love to see you there!

2018 Food and Beverage Trade Shows
Click to view larger map with more details.

For more information about developing a clear strategy for trade show marketing, please contact us.

Customer Engagement at IFT16

Food ingredient marketers know what it takes to have a successful trade show exhibit. Strong branding, the right messaging, customer engagement tactics, a well-designed booth space and a knowledgeable team are all essential to make a company’s trade show presence a successful one. And the best gauge of how well all these pieces are working together is by witnessing them “in action” at a trade show; seeing how engaged attendees are with a company’s booth space and team.

At the IFT16 Expo in Chicago, I walked the floor and observed the world’s top food ingredient companies and their trade show teams in action. I saw how industry trends are affecting the design of the booths and their graphics, as companies strive to show how their products align with the demands of a new generation of consumers. I also saw some very effective strategies to help exhibitors increase engagement with customers and attendees.

White Space, Bright Colors
The combination of vibrant colors and simple imagery on clean, white backgrounds was something I saw everywhere. This graphic style was clearly influenced by the clean-label movement as companies continue to move toward simpler and better-for-you ingredients. It gave many of the booth designs a clean, modern look and was the perfect graphic solution to convey the purity and transparency consumers are seeking. These shots show just how much this look permeated through many of the designs this year.


Natural Colors
Likewise, the ongoing movement toward more natural color sources had an impact on the messaging and tactics of several of the booths this year. Land O’Lakes Ingredients sampled cheese powders made without FD&C colors and featured a daily presentation about the history of coloring foods. I also saw several color houses creatively communicating the natural sources of their products through their messaging and graphics. GNT and DDW both had great examples of this with creative expressions that made me take a second look.


Open Spaces
The last few years, there’s been a substantial move toward more open trade show spaces and floor plans, with companies utilizing all sides of their area for customer engagement. Without “big walls” blocking off entire sides of a booth, a trade show team can have its people on all sides to initiate customer engagement or offer product samples. Corbion did a great job of this with an open floor plan that clearly defined their area and allowed attendees to easily scan across it to absorb everything that was going on. Its team was positioned throughout the space to engage with customers from all sides, and it generated a lot of attention.


Going Outside the Box for Engagement
Something that made an impression on me was how aggressively some companies went to initiate customer engagement. Kerry and Mintel were among the exhibitors that not only had several team members working within their booths, but also had additional members stationed in the aisles nearby to approach curious attendees and make the first move. It was an effective way of removing those invisible boundaries that always seem to separate the attendees from the exhibitors and help start the conversation with customers.

Hats off to IFT for another impressive expo and to all the volunteers who, year after year, make this event so successful and so beneficial to professionals and students throughout the food ingredient industry.

What kind of overall impressions did you get from IFT16?

2016 Flavor Trends Roundup

 As we’ve all experienced, the culinary climate is full of experimentation when it comes to flavoring foods. In the trends we’re seeing for 2016, next year looks to be the year to get bolder with flavors as consumers continue to seek more exotic and adventurous foods.


According to the Packaged Facts trend report, there is an entire world of flavor adventure that’s being explored, and it continues to expand to new and unexpected places. With Sriracha now a household word, kimchi has been popping up in savory and dried snacks while hot peppers keep getting hotter and more diverse. Product developers and chefs are looking beyond Asian flavors to keep up with consumer demand for bolder flavors. To keep consumers interest and meet their demands, chefs are adding citrus to their flavor lineup along with other tangy flavors like cilantro and tomatillo.

In McCormick & Co.’s annual trend report—the Flavor Forecast—America’s love for spicy flavors will continue in 2016, but will take on an evolutionary twist with tangy accents that will open the door to more multicultural flavors. According to McCormick’s predictions, the tang will come from ingredients like limes, kumquats and cranberries as well as rice vinegar and tamarind. Distinct flavors from Southeast Asia—which include “tropical Asian” flavors from Malaysia and the Philippines—will help product developers continue to meet the ongoing demand for spicy foods.

Meeting the demands for healthier foods, simple ingredients and culinary adventure in an ever-evolving society was the overarching theme of Comax Flavors 2016 flavor trends report and the debut of four new flavor collections. In its trend report, Comax Flavors (Comax) notes that consumers will gravitate toward green vegetables and fruit with flavors, which will be the main focus of its Green Goodness collection—featuring flavors such as avocado, pear, broccoflower, green jackfruit and jalapeño honey. With Cuban cuisine expected to heat up on menus, Comax wanted to offer authentic flavors to meet the upcoming trend. As part of its Cuban Culture collection, Comax will offer flavors like Café Cubano, Mamey Mojito and Toasted Coconut Flan.

Based on the forecasted flavor trends for 2016, it looks like consumers will be able to take their taste buds on the adventure they’re looking for. Feel free to leave us a comment below about other flavor trends you’re hearing about.


Branding Your R&D Capabilities

Recently, we wrote about the impact that the clean-label movement is making throughout the food ingredient industry and how that impact influenced a lot of the messaging we saw at IFT this year. As the food industry continues to ride the wave of reformulations and better-for-you product rollouts, a flurry of action is taking place within one of the most important parts of many food ingredient companies—the R&D division—whose talents and innovative thinking make ingredients come to life in customer applications.

Companies that promote the resources and capabilities of its R&D is nothing new in food ingredients. However, we’re seeing more and more companies going beyond simply giving this team of experts a brief write-up and taking the extra step to fully brand this part of its company.

Here are some of the more memorable ways companies are creating a brand around its R&D—tactics that include memorable monikers, logo treatments, dedicated websites and unique characters:

Anyone who’s familiar with TIC Gums has seen the Gum Guru who represents the expertise and accessibility of the company’s team of food scientists. The frequent and consistent use of this character through all of the company’s branding has made the Gum Guru not just the symbol of its R&D but the symbol of the entire company, as demonstrated by its official tagline—We’re your Gum Guru. Its blog, video library and trade show mascot are just a few of the many ways TIC Gums has put the Gum Guru character in action to define the brand of the company. is a website devoted to the Bunge Ingredient Innovation Center, and you’ll see how it’s designated its innovation teams “the oil experts” and “the milling experts,” along with accompanying logos. It’s also named its mobile food truck MOE for “mobile oil experts” and has even given the truck its own twitter feed:


Naturex has a network of seven regional application laboratories around the world to support clients in its transition to applications made with natural ingredients. In a smart branding move, it’s named this network SPRINGlab for Sharing Product Ingenuity.

Chef’s Corner is a robust area of the Red Arrow website featuring several videos of its corporate chefs sharing tips and techniques on enhancing the flavor of various products, as well as a library of recipes organized by product category, food source and cooking method.

As you can see, food ingredient companies know that selling the capabilities and knowledge of a team tasked with making the R&D process a positive experience for food manufacturers is just as important as selling products. Branding these teams is a great way to bring personality to people who are key to a successful customer relationship.

Innovative Booth Spaces Lead the Way at IFT15

As creative director at Anderson Partners Food Ingredient Marketing, designing and developing booth spaces for major trade shows are some of the most exciting and high-profile projects we work on throughout the year. These are important events for our clients, and as ambassadors for their brand we always strive to create a space that not only is the strongest extension of their brand, but also makes for an engaging and impactful experience for trade show attendees.

Once a trade show booth design is complete, the only way to properly experience it “in action” is by attending one of these shows to see for yourself how visitors react to and engage with it.

As an IFT15 attendee, I had the opportunity to see how the most prominent companies in the food ingredient industry were vying for the attention of over 23,000 attendees, and I walked away with a ton of inspiration and insights for future projects. I was able to experience firsthand some of the most highly sophisticated trade show exhibits in the industry, all gathered together, and see what was working best in capturing the attention of attendees and creating a space that allowed sales teams to best engage with customers.

Here are some things that stood out for me on the expo floor at IFT15:

Emergence of infographics

In the world of B2B social media, infographics are one of the most effective ways to engage with visitors to share relevant content. This tactic also seemed to work very well on the trade show floor. Exhibitors like Mintel, Ingredion and Innova Market Insights (Innova) used prominent space on their booths to feature valuable content to attendees through giant infographics. And every time I walked by the Innova display, I saw attendees studying these infographics or grabbing photos of them with their phones.

Innova Booth IFT

The “wholesome” look

With clean and clear label dominating industry news today, I saw a lot of trade show imagery styled to convey a sense of what I call “wholesomeness.” Design cues like: white space, close-up shots of raw ingredients, vibrant colors and hand-drawn typefaces all had the effect of portraying an industry committed to addressing the needs of customers facing the ongoing challenge of consumer demand for clean and clear label.

Kitchens on wheels

When product sampling is a vital aspect of your trade show appearance, do it right. Companies like Ardent Mills, Bunge and David Michael and Co. all made quite a presence at IFT with branded mobile kitchens being an essential part of their space. It’s a great vehicle—pun intended—to extend a brand’s presence and engage customers beyond the trade show floor. When the show ends, these kitchens on wheels can then be driven anywhere so R&D can work side-by-side with a customer’s product development team.

David Michael IFT


Innovations in printing and production capabilities have led to some very unique materials being used for trade show spaces. I found it particularly interesting that many exhibitors, including Mercer Foods, were utilizing semi-translucent materials for prominent branding, making their space seem larger and less confined. Other exhibitors were taking a less-is-more approach by limiting the amount of hardware and giving plenty of walking area for visitors entering the booth space.

Mercer Foods IFT

It was great to experience all of the action at IFT15. Walking the expo floor, you fully realize how much time, effort, planning and teamwork—both by the exhibitors and IFT—goes into this event to make it a success each year.

What from the IFT15 trade show floor made an impression on you?

Tips for B2B Marketing on Social Media


Tips for B2B Marketing for Social Media

Understanding the differences between social media platforms can help you share content that reaches your target audience and maximizes your B2B marketing efforts.

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Industry News – Anderson Partners Food Ingredient Marketing