Data-Driven Insights and Strategic Partnerships Paving the Way for Produce Marketing Innovation
The upcoming Consumer Connection Conference, scheduled to take place in Dallas, TX from April 28-30, 2025, will serve as a premier forum for produce marketers and food and nutrition influencers eager to explore the evolving trends driving fruit and vegetable consumption.
Hosted by The Foundation for Fresh Produce, the event is expected to bring together industry leaders and 30 influential Food and Nutrition experts, offering a unique platform to discuss shifting consumer priorities and to develop strategic content and marketing solutions for an increasingly health-conscious market.
Set against the backdrop of a rapidly changing consumer landscape, the conference will provide groundbreaking insights into how demographic influences such as age, socioeconomic background, and cultural factors are reshaping purchasing behaviors.
Healthy aging is more influential than ever on American consumers’ dietary habits, with 75% of consumers eating fruits and vegetables to maintain a healthy lifestyle and 57% willing to tailor their eating habits for maximum health benefits.
These findings are expected to serve as a crucial foundation for discussions throughout the event, providing data-backed evidence that will help marketers craft strategies that resonate with modern shoppers.
The agenda for the conference is designed to offer a comprehensive analysis of current trends and practical advice on translating these insights into effective business strategies.
On Tuesday, April 29, attendees will have the opportunity to participate in a session titled “Unlocking Consumer Trends: Shaping the Future of Produce Demand.”
In this session, Lauren M. Scott, President of The Foundation for Fresh Produce, will unveil IFPA’s latest research, which examines the interplay of healthy aging, financial concerns, and demographic shifts in influencing produce consumption.
The presentation is intended to provide actionable insights into shifting consumer preferences and will set the tone for the strategic discussions that are anticipated to follow.
Later on the same day, another session, “Nudging Nutrition in Retail: Simple Tactics to Increase Produce Consumption,” will feature a panel of expert speakers.
Moderated by Annette Maggi, MS, RDN, LD, FAND, President of Annette Maggi & Associates, Inc., the discussion will include contributions from Laura N. Brown, MS, RDN, LDN, Director of Nutrition at The Kroger Co.; Thu Huynh, MDA, RD, LDN, Nutritionist at Giant Food; and Stacy Bates, RDE, CDE, Director of Nutrition & Wellness Strategy at H-E-B.
These experts will share their proven methods and tactical approaches, discussing how retail data, personalized consultations, and omnichannel engagement can be harnessed to gently steer consumers toward healthier food choices.
Wednesday, April 30, will offer further insights into consumer behavior with the session “What’s Next in Consumer Health Trends?” led by Sherry Frey, Vice President of Total Wellness at NielsenIQ.
Frey’s presentation will analyze the various factors that are expected to drive changes in health-conscious shopping and product preferences, offering businesses key takeaways for aligning their strategies with emerging consumer needs.
The conference will also host a thought-provoking session entitled “The Great Debate: In-House Creators vs. Creator Partners,” moderated by Mary Heslep, Senior Vice President at Ten Acre Marketing.
Although the speakers for this session are yet to be announced, the discussion is set to delve into the benefits and challenges of content creation, weighing the merits of in-house teams against independent influencer partnerships.
The debate will focus on critical issues such as creativity, audience trust, brand control, and return on investment, providing participants with a balanced view of how different content strategies can impact their marketing outcomes.
Throughout the event, attendees will not only gain access to the latest research and expert opinions but will also have numerous opportunities to network with peers and industry leaders.
The conference promises to be a fertile ground for forging new partnerships, exchanging ideas, and discovering innovative ways to address the challenges and opportunities present in today’s produce market.
The integration of comprehensive research, expert-led sessions, and interactive debates is anticipated to empower produce marketers with the tools they need to succeed in an increasingly competitive landscape.
