United Fresh's BrandStorm™ Hosts Global Marketing Discussion
WASHINGTON, DC - The sixth annual BrandStorm™, hosted by United Fresh Produce Association, is about to take place. The event will run from March 9-11, 2021, and will feature the general session Global Marketing: Trends from Abroad, where marketing professionals from around the globe will share perspectives from each of their business segments on changing fresh produce marketing strategies.
“I’m honored to host this discussion during United Fresh’s BrandStorm,” said Max MacGillivray, who will be moderating the panel. “The pandemic has changed so much of how we market our fresh produce items around the world. It’s critical to use opportunities like BrandStorm to discuss how we can identify trends and explore how different regions around the globe find success in reaching consumers through produce marketing."
MacGillivray is the United Kingdom-based Beanstalk. Global broadcaster. He will be joined by panelists Marius du Plessis, CEO of ClemenGold International in South Africa; Alies Padding, Innovation Manager at NNZ in the Netherlands; and Mónica Moreno Arellano, Marketing Manager, Grupo PM in Mexico.
The panel session, Global Marketing: Trends from Abroad, will take place on Wednesday, March 10 at 8:00 a.m. EST. Later in the day, at 2:30 p.m., the Produce Marketing and Merchandising Council will host an Encore Discussion to share insights from the morning’s presentation, ensuring all BrandStorm attendees have access to key takeaways.
“There are a number of commonalities in the produce industry that ring true around the globe: we all produce nourishing food products; we all have a buyer and/or an end consumer; and as marketers, we are all tasked with building awareness of our business and our products,” said Mary Coppola, Vice President of Marketing and Communications, United Fresh. “Stepping back to take a macro look at marketing trends around the globe will help inform fresh produce companies near and far as we navigate what’s ahead."
According to a press release, du Plessis has spent the past five years serving as CEO of ANB Produce and Marketing and ClemenGold International, the brand branch. This is following his position as General Manager for the U.K. and Europe of the international JAFFA citrus brand. In his current position, he strategically directs the marketing and branding efforts of such citrus brands as ClemenGold® mandarins, LemonGold® seedless lemons, and Sweet C® soft citrus on a global level. These brands have both a strong B2B and B2C footprint across roughly 40 countries, and are featured on close to 100 retail, wholesale, and online platforms.
He obtained his BComm Marketing degree at the University of Pretoria and started his career in the fresh produce sector with Westfalia.
Padding brings over 30 years of experience in product and market development. She trained as an engineer in polymer chemistry, holding a postgraduate degree in Marketing and a Master’s in Innovation. After working at Akzo Nobel as a Technical Development Manager, Marketing Manager at Alcan Packaging, and Global Packaging Manager at Holland Colours, she is currently engaged as Innovation Manager at NNZ and subsidiaries worldwide. Throughout her career, she has developed a fact-based approach to sustainable packaging which allows customers to choose the packaging fit to their sustainable packaging strategy.
Moreno Arellano has been working for Grupo PM, a marketing and PR agency, for the last 17 years and in this time, has become proficient at administrating marketing programs for U.S. and Spanish groups in Mexico as well as Central and South America.
Currently, she is the team lead for Grupo PM’s New Business Impulse, which has allowed her to develop new agricultural products in different markets like Mexico, U.S., Canada and Europe. Monica has worked with iconic Spanish Brands like Olive Oil, Olives, and Rioja Wine, creating communication and promotional strategies for them in the Mexican Market. Most recently, Monica became the Digital Marketing and Social Media Director for Grupo PM, developing leading digital strategies for all of the agency’s clients.
United Fresh members can attend BrandStorm for $495 with discounts offered to marketing teams (from the same company) at the reduced rate of $395 each when you register two or more colleagues. Non-members can attend for $695. You can register here.
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