APS Programme

World-Class seminars

NOT JUST ANOTHER TRADE SHOW

The Amsterdam Produce Show and Conference (APS) is a hotbed for knowledge sharing and transfer for the international produce industry

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FOUR CORE THEMES RUN THROUGHOUT THE APS

Feature zones on the show floor look at the ways in which both Dutch and international companies are addressing the challenges and opportunities in these areas, in order to increase the consumption of fresh produce in an ever-changing marketplace.

The two seminar stages, in the Gashouder at the Westergasfabriek on November 16, 2017, will focus on unique lessons that can be learned from the extraordinary role the Netherlands plays in the global produce industry.

Did you know that a quarter of all produce that passes in international trade goes through Holland?

The host nation for the APS provides intellectual leadership in many fields such as genetics, logistics and controlled environment agriculture. What is the Dutch secret to this outsized success? Our seminar programme is designed to provide an opportunity for attendees to mine insight from the very best in Dutch thought and practice leadership with the goal of profiting in their own businesses and advancing the produce trade around the world. The APS Knowledge Centre will provide an opportunity to break through the often narrow focus on day-to-day operations and, instead, think about how high level global concerns will drive success in the produce trade in the years to come.

Innovative touches will be abundant from an event perspective too – the food and drink will be provided free to visitors by entrepreneurial young specialist chefs from Holland and chef demonstrations.

INNOVATION
Innovation is everywhere. Everyday, every one of us most likely does something innovative in our everyday lives without realising it. But what does innovation mean in a business context? It is arguably an over-used word, attached blithely to any new product or idea, however ‘new’ that idea may be.

The word innovation might be better applied to solutions that meet existing, new or as-yet undiscovered requirements of the marketplace. By this definition, the produce industry is undeniably one of the most innovative sectors in the world, both using and manipulating nature to provide solutions that ensure the expanding population survives while eating nutritious, flavoursome, long-lasting, attractive and affordable fresh products throughout the year.

SUSTAINABILITY
Corporate Social Responsibility is no longer a concept or a vision that you can entrust to someone else. Each and every company in the fresh produce industry has a responsibility for its impact on society and therefore a part to play in ensuring that all of its partners in the global supply chain are able to operate in a way that is sustainable for their environment, for their people and their customers and, just as importantly for their bottom line.

Our sustainability zone will feature Dutch and international companies that are driving innovative business approaches that create long-term consumer and employee value by rolling out a “green” strategy.

HEALTH & EDUCATION
Fresh fruits and vegetables are the key to the future of the human race, but so few people eat the ubiquitous 5-a-day that its meaning has almost been lost on consumers.

Likewise, we are nothing without a credible education system, yet still there is a lack of young talent entering the fresh produce trade.

Our Health & Education Zone will explore some of the incredible initiatives that are encouraging consumers to lead better lifestyles, and the produce business to better engage with young people.

On the health side we will explore how to inspire consumers to live more healthily, to think more carefully about their diet, and to include more fresh fruits and vegetables as part of meals and snacks.

While from an education perspective, the APS will showcase some of the leading education institutions in the Netherlands today.

The APS student programme will also bring in a large number of students – all of whom have a desire to work within the produce business. Get to know these students, with a view to recruitment.

PACKAGING
Packaging is intrinsic to the fresh fruit and vegetable business. You might say it’s as important as the product it carries. Our brand-new Packaging Zone will showcase the very best packaging concepts available on the market today. See first-hand a broad range of packaging options; from concepts that present bespoke designs or marketing messages, shelf-life extension abilities, innovative materials and food safety properties, to products designed for longevity and efficiency, sustainability or convenience for the end consumer. The most innovative and sustainable packaging solution on display will be rewarded with the first-ever Amsterdam Produce Show and Conference Packaging Solutions Award, judged by the show’s attendees themselves.

APS17 Stage 1 Programme

November 16, 2017

Time
Title
Venue
Speaker
More
10.00am - 10.45am
Brexit Panel
Stage 1 - Gashouder
Panel TBC
11.00am - 11.45am
The Avocado Show – How it started and where it’s going
Stage 1 - Gashouder
Ron Simpson

The Avocado Show – How it started and where it’s going

Serial entrepreneur Ron Simpson is the co-founder of ‘The Avocado Show’ – an all-avocado restaurant in Amsterdam that started out as a fun idea between two friends and took the world by storm.

Almost overnight, the restaurant has become a multi-million-dollar international brand; receiving 100 franchise inquiries before it launched and fans queuing at the door daily.

On social media the restaurant has racked up hundreds of millions of views, clicks, likes and shares. Its Instagram feed has become the restaurant’s menu, motivating people to visit.

A fan of simple and self-explanatory concepts, Ron has set up and sold start-ups varying from marketing and events to music and fashion.

Ron says his cutting-edge vision of marketing and branding, plus his understanding of different demographics have turned him into the ‘go-to guy’ for major international brands such as Red Bull, Nike, Bacardi, Logitech, ID&T, Moët & Chandon, Sony, among others.

12.00pm - 12.45pm
Reducing in-store waste
Stage 1 - Gashouder
Maria Wieloch
APS17 Seminar Programme

Reducing in-store waste

Maria is the Senior Category Manager for fruit, vegetables and flowers at supermarket chain ICA Sweden. Since joining ICA, she has held several different positions within the retailer’s fruit, vegetables and flowers business.

Before her current position, Maria was the Head of Business Development at ICA, where she looked after issues such as sustainability, among others.

Maria graduated in economics and management from Lund University in Sweden in 2004. Before joining ICA in 2008 she worked in the paper and packaging industry for SCA Packaging, which has since become DS Smith.

1.00pm - 1.45pm
Disruptions in the Food Retail Landscape: Implications for Fresh Produce
Stage 1 - Gashouder
Ed McLaughlin
APS17 Breakfast Panel Speaker

Disruptions in the Food Retail Landscape: Implications for Fresh Produce

The food industry continues to be one of the most dynamic sectors within the economies of industrialised countries; reflecting ever-changing consumer behaviour and preferences for food.

However, today, the food retail sector is arguably experiencing more radical change and disruption to its structure and conduct than at any time in its history.

Ed’s presentation will summarise three main and recent disruptions: (1) the rise of the discounters, particularly in the USA; (2) the Amazon-Whole Foods deal; and (3) Walmart’s dominance and strategic reaction to (1) and (2).

All three disruptions will reverberate through the food industry for years to come, with game-changing implications for both produce suppliers and retailers.

Ed’s presentation will explore this fascinating new landscape and speculate about likely future scenarios.

Ed McLaughlin is the Robert G. Tobin Professor of Marketing at the Dyson School of Applied Economics and Management in the Cornell SC Johnson College of Business at Cornell University in the US state of New York, where he also serves as Director of the Food Industry Management Programme.

Ed’s research interests include: retailing strategies, linking customer satisfaction to firm performance, and the economics of retailing and fresh food marketing. His research appears in numerous academic journals.

In addition, Ed teaches retailing at the Graduate School of Management in Lille, France; is the Adjunct Professor of Retailing at Nyenrode, The Netherlands School of Business; is Founding Director of the Ahold Retail Academy in The Netherlands; and the Dean of the Cornell Retail Management Program in Japan.

Ed has won several national awards for both his research and teaching, and is the author or co-author of three books. He also serves on the boards of several public and private organisations.

2.00pm - 2.45pm
Chile - reinventing itself for the future
Stage 1 - Gashouder
Charif Christian Carvajal

An insight into how Chile is adapting to international markets

Charif Christian Carvajal is Director of Marketing for Europe, Asia and the Middle East, at the Chilean Fruit Exporters Association (ASOEX), a non-profit private trade entity whose members represent 90% of the total volume of fresh fruit exported from Chile.

In 1997, he began his career in Australia as a production assistant in radio, and later moved into the TV industry, where he worked as producer/director.  He then joined the YMCA, where he served as Marketing Coordinator of its sports centres. In 2000, Charif Christian returned to Chile and joined ASOEX, where he has actively contributed to implementing export promotional programmes and positioning the “Fruits from Chile” brand. Charif Christian has a Masters Degree in Agribusiness from the University of Melbourne (Australia).

He is happily married and currently lives in Madrid, Spain.

3.00pm - 3.45pm
Innovation & Positioning A Product In The Market
Stage 1 - Gashouder
Caroline Keeling
APS17 Seminar Speaker

Innovation & positioning a product in the market

Caroline Keeling is CEO of Keelings, a 100% Irish-owned family business focused on growing and sourcing high quality fresh produce from around the world.

In Ireland, the company ranks 17th among Kantar Worldpanel’s top Top 100 FMCG brands, after launching its range of Keelings-branded produce into stores in 2010.

Established in the 1930s to produce fruits and salads on its farm for local Dublin markets, Keelings now incorporates five divisions – Keelings Retail, Keelings Fresh, Keelings Market, Keelings International and Keelings Solutions – with operations in Ireland, the UK, Europe and Asia.

Caroline has a BSc (Chem) and MSc in Food Science from University College Dublin (UCD), and started her career with Green Isle foods, before joining Keelings as Technical Manager in 1994.

Caroline is Chair of Bord Bia’s Horticultural Board and a Bord Bia Board Member. She is also Chair of the Dublin Action Plan for Jobs Implementation Committee and a Member of the Export Trade Council, among others.

4.00pm - 4.45pm
How Good Marketing Can Drive Fresh Produce Sales
Stage 1 - Gashouder
Rui Santos

How Good Marketing Can Drive Fresh Produce Sales

 

 

 

 

Rui Medeiros Santos is Chief Research and Development Officer at the Dutch Creative Brands Group. Working with the in-house team of designers, engineers and quality specialists, Rui directs product development for proprietary brands Vacu Vin and Tomorrow’s Kitchen. Furthermore, he leads co-creation projects for retailers, fresh produce growers and many other parties in need of sales-boosting innovation.

In his presentation ‘Push AND Pull: Best of Both Worlds’, Rui will focus on a number of case studies in which his design team was able to greatly stimulate sales and brand awareness on behalf of fresh produce clients.

APS17 Stage 2 Seminar Programme

November 16, 2017

Time
Title
Venue
Speaker
More
10.30am - 11.15am
A look into how Instock is creating awareness and reducing food waste
Stage 2 - Gashouder
Bart Roetert

An indepth look into how Instock is creating awareness of the problem with food waste and creating new outlets for recycling it

Bart Roetert is one of the founders of Instock. During his time at Ahold, he saw an opportunity to create a better end-destination for the many products that were not sold in-store. Together with three like-minded colleagues, he took on the challenge of helping people to see the value in unwanted food, by turning it into delicious meals.

Instock’s mission is to reduce food waste and create awareness of this everyday issue. The social enterprise currently operates in three restaurants cross Holland; Amsterdam, The Hague and Utrecht.

Bart and his partners have also created the Instock Food Truck and have launched new products such as craft beer, Pieperbier produced with waste potatoes, and en Bammetjes beer, made from waste bread.

Instock also keeps busy collecting unsold fruits and vegetables, which they supply to foodservice companies.

11.30am - 12.15pm
Reaping the fruits of global growth
Stage 2 - Gashouder
Cindy van Rijswijk
APS17 Breakfast Panel Speaker

Reaping the fruits of global growth

Cindy is a senior research analyst within the 80-strong global Rabobank Research Food & Agribusiness team in the Netherlands, where she focuses on the international fresh fruit, vegetable and floriculture sectors.

She has published numerous reports on various topics covering the complete supply chain from grower to consumer. Topics include: the berry business, the European greenhouse sector, the fresh-cut fruit and vegetable industry, fresh produce sourcing, the global floriculture trade and the impact of online grocery retail within the produce sector.

Cindy has been a keynote speaker at several international fresh produce events. Her research and analyses are key deliverables for Rabobank customers and prospects, both in the corporate and rural domains.

Before joining Rabobank in 2001, Cindy worked for Wageningen Economic Research and the European Parliament as a research analyst in the food and agribusiness sector. She earned a Master’s degree in Economics from Tilburg University in 1997.

12.30pm - 1.15pm
The Power Of Produce
Stage 2 - Gashouder
Rick Stein

How to protect, leverage and grow produce as the crown jewel of the grocery perimeter

Competition in the U.S. marketplace is fierce — pressuring sales and prompting retailers to look for areas of differentiation and growth.

Produce is one area that is consistently emerging as a winner in building competitive advantage.

To understand how U.S. retailers drive consumption, trips, spending and optimal department conditions, join us for an in-depth review of the Power of Produce 2017. Now in its third year, this annual study can provide an in-depth view of the how, what, why, when and where of produce purchasing and consumption. Learn how American retailers leverage market trends by examining every step of the path to purchase, from pre-trip planning and driving impulse to shopper education, targeting new consumption occasions and being a destination of choice.

Since 2014 Rick has held the position of Vice President of Fresh Foods at The Food Marketing Institute (FMI) in the USA, which advocates on behalf of the country’s food retail industry.

Rick is responsible for developing a portfolio of services and activities to assist members in formulating and executing their fresh food strategies. These categories include everything from dairy, frozen, meat, poultry, seafood, and fresh produce, to service departments such as deli, bakery and fresh prepared meals and related solutions for take-out or in-store dining.

Prior to joining FMI, Rick spent over 35 years in a wide range of retail grocery merchandising and marketing roles. Most recently he was the Vice President of Retail Marketing & Merchandising Execution for Safeway Stores.

Rick has experience in virtually every facet of the retail food business and helped lead Safeway to achieve operational excellence and increased market share and revenues.

12.30pm - 1.15pm
The Power Of Produce
Stage 2 - Gashouder
Anne-Marie Roerink

The Power Of Produce – How to protect, leverage and grow produce as the crown jewel of the grocery perimeter

Competition in the U.S. marketplace is fierce — pressuring sales and prompting retailers to look for areas of differentiation and growth.

Produce is one area that is consistently emerging as a winner in building competitive advantage.

To understand how U.S. retailers drive consumption, trips, spending and optimal department conditions, join us for an in-depth review of the Power of Produce 2017. Now in its third year, this annual study can provide an in-depth view of the how, what, why, when and where of produce purchasing and consumption. Learn how American retailers leverage market trends by examining every step of the path to purchase, from pre-trip planning and driving impulse to shopper education, targeting new consumption occasions and being a destination of choice.

Anne-Marie Roerink is the principal and founder of 210 Analytics – a Texas, USA-based company that provides customised research and marketing strategies, especially for food retailing. Clients include: the Food Marketing Institute (FMI), National Grocers Association, National Confectioners Association, among others.

Through countless consumer studies, Anne-Marie has developed an excellent perspective on the ever-changing demands and needs of the grocery shopper in a one-size-fits-no-one world. She also conducts the annual Power of Produce, among many other studies, on behalf of FMI.

Additionally, Anne-Marie offers a diverse and in-depth view on food retailing strategies, financials and operations. She understands the challenges and opportunities in the grocery retailing business today, as well as the drivers of success tomorrow.

Prior to setting up 210 Analytics, Anne-Marie was the Head of Research for FMI.

1.30pm - 2.15pm
Futures Of Food Provision: Scenarios For The AgriFood Industry
Stage 2 - Gashouder
Peter Hoijtink
APS17 SPEAKER

Futures Of Food Provision: Scenarios For The AgriFood Industry

Peter Hoijtink is European sector leader of Agrifood at PwC. He has broad experience with companies across the agrifood value chain on topics like growth strategy, market entry, sales channel strategy, business model development, and business transformation.

3.30pm - 4.15pm
The Evolving International Berry Market
Stage 2 - Gashouder
Roberta Cook
APS17 speaker, mentor

The Evolving International Berry Market

Roberta is an Emerita faculty member of the Department of Agricultural and Resource Economics (ARE) at University of California, Davis, in the US, where she was the Cooperative Extension Marketing Economist between 1985 and July 2016.

At ARE she has conducted an applied research and industry outreach programme focusing on the marketing and international trade of fresh fruits and vegetables, including studies on international competitiveness, industry structure and procurement practices, the North American fresh tomato industry, and trends in consumer demand and food distribution.

She currently serves on the Board of Directors of US fresh produce companies Ocean Mist Farms and Village Farms, and served for 11 years on the Board of Naturipe Farms. She has also served on numerous Produce for Better Health Foundation (PBH) committees and is a member of the Monsanto Vegetable Seeds Advisory Council.

Other board service includes: the PMA Foundation for Industry Talent; Sunkist Growers; the California Kiwifruit Commission; and the American Agricultural Economics Association Foundation.

Contact us

Have an idea for the seminar programme or fancy speaking? Give us a call:

Linda Bloomfield

Sales Director

“Ask me about booth sales and sponsorship in the UK, Europe, Asia and Africa.”

Hannah Gorvin

Chief Marketing Officer

“I look after the marketing, but I’m also available for your general event queries.”

Emma Grant

Events Director

“I’m your best bet for event queries, exhibitor support or for more information on any part of the event programme.”

Claire Powell

Director of Business Development

“I manage the Buyer’s Programme, so if you are an Exhibitor wanting help reaching out to customers or a Buyer with queries, I’m here to support you.”

Official APS17 Sponsors