Agenda

Golf Registration
Location: Talking Stick Golf Club

Golf Outing at The Talking Stick Golf Club
Location: Talking Stick Golf Club
Voted a top 100 modern golf course by Golfweek magazine, this Troon course is minutes from Old Town Scottsdale and offers golfers a unique desert view.
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Registration
Location: Arizona Booth

Welcome Reception
Location: Palm Grove
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Dinner & Focus on the Future Awards Presentation
Location: Arizona Ballroom IV
Co-sponsored by

Game Night
Location: South Foyer / Garden
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Wednesday, January 21, 2009

Continental Breakfast
Location: South Foyer / Garden
Sponsored by

FutureFocus: Specifically Supplements and Functional Foods: What’s Ahead?
Location: Arizona Ballroom I, II & III
Speaker: A. Elizabeth Sloan, Ph.D. – Sloan Trends Inc.

With an aging population creating truly new medical and nutritional needs, children growing progressively unhealthier, and Boomers shunning Rx and OTC medications in search of more natural solutions, the opportunities for dietary supplement and functional food marketers have never been greater. Learn what new unique supplement and functional food markets are emerging among very health-conscious consumers as well as hidden opportunities poised for quick mass market success. Sloan Trends’ TrendSense model will identify up-and-coming potential new market drivers – and hidden drivers in current major markets – ingredients and concepts coming off the back burner, high potential concepts from around the world, and emerging medical and lifestyle conditions.

FutureFocus One: The Dietary Supplement Industry Plays Critical Role in the U.S. Economy
Location: Arizona Ballroom I, II & III
Speaker: Joan E. DaVanzo, Ph.D., M.S.W. – Dobson | DaVanzo

The dietary supplement industry generates more than $20 billion in consumer sales annually. The economic contribution of the industry, however, extends well beyond direct employment, purchase of goods, and services and tax payments. This presentation will demonstrate how a national level input-output model allows us to examine the output, labor income and employment of the dietary supplement industry, and show how the flow of dollars affects the output and employment in other industries. With this approach, we can show how $1 million invested in the dietary supplement industry grows as it ripples through the economy. Not only is the dietary supplement industry geared toward the health of the individual, it also plays a critical role in the health of the national economy. Calculating the overall contribution of the dietary supplement industry demonstrates its important impact on the national economy in these difficult economic times. By quantifying the economic impact of the industry, we can demonstrate the importance of the industry to the economic recovery of the country. Learn how to use this information with legislators, media representatives and consumers.

FutureFocus Two: Functional Foods and Beverages Market Research: The Latest Consumer Trends
Location: Arizona Ballroom IV
Speaker: Steve French – Natural Marketing Institute

According to research from the Natural Marketing Institute, functional and fortified foods and beverages represent the largest dollar segment in health and wellness, driven by a wide range of new product introductions that will continue to grow at double-digit rates through 2012. Join NMI trend specialist Steve French as he examines new consumer insights into functional foods and beverages including the reasons for usage, frequency of usage and lifestyle integration of functional foods. Usage of foods/beverages versus supplements in prevention/treatment across a plethora of medical conditions will also be examined, in addition to an overview of NMI’s health and wellness consumer segmentation model. Discover the latest trends and new product applications in functional foods and beverages.

FutureFocus One: Latest Ratings of Supplement Brands and Merchants, and Current Quality Concerns
Location: Arizona Ballroom I, II & III
Speaker: Tod Cooperman, M.D. – ConsumerLab.com

Based on its proprietary product tests and consumer surveys, ConsumerLab.com’s president, Dr. Tod Cooperman, will announce, for the first time, the results of the 2009 ConsumerLab.com Survey of Supplement Users, including consumers’ ratings of brands and merchants and a ranking of the supplements now most commonly used. Dr. Cooperman will then turn to quality issues with supplements, identifying where quality is high as well as where problems exist and what seems to be causing them. Issues include lead contamination in herbs, minerals and multivitamins; adulterated chondroitin, ginkgo and other ingredients; wide-ranging strengths of red yeast rice; and ingredient concerns in nutrition bars.

FutureFocus Two: Healthy Living Finance – 2008 Results and a Look at 2009
Location: Arizona Ballroom IV
Speaker: David Thibodeau – Canaccord Adams

2008 was a year in turmoil for the financial markets; it also took its toll on companies in the healthy living sector. What lies ahead in 2009 for companies in the healthy living sector? Given the current economic condition, will the sector growth drivers, so prevalent throughout the first part of the decade, be strong enough to drive sector growth in 2009? This presentation will look at public company performance, the role of private equity, mergers and acquisitions during 2008, and draw some early conclusions on what it means for equity financings, merger and acquisitions in 2009. It will look at how the healthy living sector performed against the boarder market in 2008, and expectations for 2009. David Thibodeau, managing director and head of Canaccord Adams Consumer Health, Wellness and Lifestyle investment banking practice will be presenting this session.

Lunch
Location: Terrace Court
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FutureFocus One: Effective Supply Chain Marketing – Leveraging Your Retailer’s Sales Data
Location: Arizona Ballroom I, II & III
Speaker: David Williams – Living Naturally LLC

For years, manufacturers have dreamed of being able to direct market their products to their consumers (or their retailer’s customers) – why shouldn’t they? Who knows more about a product than the people who created it? But until now, this has been a pipe dream. Manufacturers have been left with basic untargeted (and inefficient) consumer marketing to their consumers. They’ve been forced to rely on their retailers to market, advertise and sell their products. In categories dominated by small independent retailers, this is risky at best. Smart retailers insulate their customers from manufacturers and most retailers have very limited data about their customers anyway – not that they’d share it with you if they did. Attend this session to learn how to market directly to your retailers customers (even the little ones with little data). See how, with your product expertise and your retailer’s access to their consumers, you can drive significant incremental sales – all without scaring away your retailers! Hint: your retailers don’t need to share their customer data with you in order for you to leverage it!

FutureFocus Two: Beverages and Consumer Products during Tumultuous Times – The New Era Has Begun
Location: Arizona Ballroom IV
Speaker: Bill Sipper – Cascadia Consulting Group LLC

The beverage category, like most consumer products, is contracting. Global macro outlook is deteriorating. Soft drinks are clearly not immune. The industry saw a very difficult 2008, and the predictions for 2009 don't look any better, making forecasts very difficult. Consumers are looking for value from soft drinks and this will continue in 2009. Continuous cost-cutting and innovation are going to be critical. Yet even in these difficult times, soft drink companies and consumer products companies in general have not taken advantage of the impact of viral marketing and social networking. They are seen as a tactic instead of a strategy, and the approaches have been executed very poorly. The consumer products industry was built on traditional marketing, and therefore have not been effective marketers over the new media – the internet. Don't become extinct. Understand Web 2.0 and what you can do for your brand.

FutureFocus One: Global Regulatory Trends for Dietary / Food Supplements
Location: Arizona Ballroom I, II & III
Speaker: Byron Johnson – Access Business Group LLC

Consumer demand for dietary supplements is growing rapidly around the globe. Beyond just vitamins and minerals, combination products are increasingly popular, many of which incorporate botanical and other bioactive natural ingredients. And the growth in market availability has seen the emergence of more specific regulatory structures in every region of the world as consumers seek to ensure availability of high-quality, safe dietary supplements. More than 60 percent of the world is facing new regulation of dietary supplements, in large part due to international trade obligations, particularly in the World Trade Organization (WTO). Much of the focus of regulatory activity is on setting maximum levels of vitamins and minerals, the safety of botanicals and other bioactive ingredients, the use of nutrition and health claims in dietary supplements, and GMPs (good manufacturing practices). The key reference points for the change in dietary supplement regulations are the 1994 U.S. Dietary Supplement Health Education Act (DSHEA); the 2002 EU Directive on Food Supplements; the 2005 Codex Guidelines for Vitamin and Mineral Food Supplements; and the 2006 FAO/WHO Model for Establishing Upper Levels of Intake for Nutrients and Related Substances. There are several key global regulatory drivers for new regulations. The two main harmonization initiatives are in the European Union (27 member countries) and in the Association of South East Asian Nations (10 member countries of ASEAN). As the largest single market in the world for dietary supplements, the United States has a major footprint in the global regulatory environment. But possibly the highest profile work is being done by Codex Alimentarius, the global food standards developing body.

FutureFocus Two: Supplements, Functional Foods and Superfoods: Usage, Cross-Usage and Competition
Location: Arizona Ballroom IV
Speaker: David Sprinkle – Packaged Facts

Nutrition has become the topic of public health campaigns, the subject of intense scientific and consumer debate and an integral factor to food marketing. Consumers, both shaping and being shaped by this activist environment, are demanding more from their sources of nutrition. Foods and beverages with active components that bestow health and well-being beyond nutrition are a global phenomenon. A greying America is also attuned to how diet and food choices can affect aging and well-being. Moreover, as the complex effects of nutrition on brain function and the health of the central nervous system receive overdue attention, consumers are making connections between the foods they eat and their psychological states and conditions. In this context, consumers are honing in on superfoods, superfruits and other key ingredients that promise condition-specific benefits: berries, targeting infection; fish and omega-3 fatty acids, targeting heart disease and the central nervous system; fruit, giving that energy boost; green tea and antioxidants, targeting heart disease and cancer; plant sterols and stanols, targeting high cholesterol; probiotics and prebiotics, targeting gut health; soy, targeting bone health and osteoporosis; and whole grains, targeting cardiovascular disease, cancer and high cholesterol. Consumer interest in health and need for healthier food choices will inevitably continue to develop and evolve, offering emerging opportunities for new product development and marketing. As food formulators and marketers push the envelope, manufacturers must position their products to compete with an expanding and even bewildering array of novel competitors. This presentation will draw on various data sources and on Packaged Facts’ just-released report, Food Ingredient Trends Addressing Specific Diseases and Other Health Conditions (www.packagedfacts.com).

Happy Hour
Location: South Foyer / Garden
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Thursday, January 22, 2009

7:30 - 8:30am

Continental Breakfast
Location: South Foyer / Garden
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FutureFocus: Functional Food and Drink: Where Are We Headed?
Location: Arizona Ballroom IV
Speaker: Lynn Dornblaser – Mintel International

As consumers focus more on their pocketbooks, what will happen with functional foods and drinks? Are the product developments of the last year ones that will stick in the future? Or, are there additional opportunities for manufacturers to address consumers' needs? Take a look at some of the latest developments in functional foods and drinks around the world, and hear where activity will be headed in the future.

FutureFocus One: How U.S. FDA’s GRAS Notification Program Works
Location: Arizona Ballroom I, II & III
Speaker: Paulette M. Gaynor, Ph.D. – Food & Drug Administration

The Food and Drug Administration’s (FDA) regulatory authority is based on the Federal Food, Drug, and Cosmetic Act, as amended (U. S. Code, Title 21). FDA regulates a broad range of products in interstate commerce, including foods and drugs. Foods are distinguished from drugs by their intended use. The safety standard (i.e., reasonable certainty of no harm) is the same for all food ingredients, regardless of whether the intended use of the ingredient is subject to premarket approval as a food additive or is not subject to premarket approval because the use is generally recognized as safe (GRAS). The purpose of this talk is to examine the essence of GRAS and describe how the agency evaluates the GRAS notices that it receives. Selected case studies from a listing of GRAS notices, posted on the Internet at http://www.cfsan.fda.gov/~rdb/opa-gras.html, will be presented.

FutureFocus Two: Functional Food, Drinks and Ingredients: Consumer Attitudes and Trends
Location: Arizona Ballroom IV
Speaker: Tom Vierhile – Datamonitor

Global wellness issues like obesity and aging are raising the stakes for marketers of consumer packaged foods and beverages. So too are recent global economic woes. Increasingly transparent nutritional labeling has armed consumers with more information than ever to make purchase decisions. Even so, there are signs of label checking fatigue from consumers. It’s no longer enough to simply remove the “bad stuff” from foods and beverages. Consumers want a positive reason to enjoy foods and beverages, laying the groundwork for a rapidly expanding market for new functional foods and drinks. This presentation will look at how food and drink makers are leveraging the latest developments in food science in real time. It will examine consumer attitudes toward functional foods, nutritional labeling and ingredients. And it will showcase the newest developments in functional products revolving around “hot button” areas like beauty, brain health, weight management and more.

FutureFocus One: The Missing Link: Assessment, Implications and Recommendations for Supply Chains – Food and Nutritional Ingredient Industry in 2009 and Beyond
Location: Arizona Ballroom I, II & III
Speaker: Christopher Shanahan – Frost & Sullivan

This Frost & Sullivan presentation focuses on the impact of food and nutritional ingredient price volatility and the slowing economic environment on industry supply chains in 2008, and identifies a set of strategies companies can adopt to optimize the value chain and effectively grow their business in 2009 and beyond. This presentation argues that through the implementation of specific pricing and purchasing strategies, industry participants within food and nutritional ingredient markets can have a high potential for growth in market share and profit margins despite increasingly challenging times. First, this study introduces the issue of price volatility and the slowing economic environment on industry supply chains in 2008, and deduces the primary supply chain strategies currently adopted by current industry participant. Finally, this study presents strategic recommendations companies can adopt in order to grow their businesses in these challenging times.

FutureFocus Two: 20/20 Insights into the 2020 Consumer – Marketing to the YouTube™ Generation: Are You Scared or Prepared?
Location: Arizona Ballroom IV
Speaker: Lori Colman – Colman Brohan Davis

This presentation looks ahead to the year 2020. It combines trend, demographic and psychographic information on the next generation of consumers, and the technologies and values they embrace, with insights from Colman Brohan Davis’s “2008 Future of Foods Panel™,” comprised of leading industry executives from companies all along the food chain. The presentation also reports on Colman Brohan Davis’s brand new “2008 Young Consumers Food Shopping Panel™.” Are the demands of the next generation of consumers in sync with what the industry expects to deliver? The answers may surprise you. In the year 2020, young people who are now ages 8 to 18 will be adult food consumers. The habits and characteristics they already have will impact everything about the way they form opinions about brands, shop and consume. They will expect information instantaneously from shared digital networks, word-of-mouth and viral sources, social sites, smart phones and other devices now on the drawing boards that stretch the imagination and the meaning of being “connected.” They have grown up “green” and already express a point of view about healthy eating and sustainability. They and their networks—not companies—will control messaging about a brand. In this consumer-controlled future, the “YouTube™ Generation” (sometimes called Gen Y) will demand accountability, sustainability and transparency from the companies from whom they buy. For food and supplement manufacturers and marketers, this means being able to communicate the answers to five simple questions: What exactly is in this product? How is it made? By whom? How did it get here? What effects on the environment will it have?

Lunch
Location: Lawn Court
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FutureFocus One: Anti-Doping in Sports
Location: Arizona Ballroom I, II & III
Speaker: Douglas G. Logan – USA Track & Field

It is in the nature of human beings to test their limits, just as it is to test the limits of the rules that govern them. Performance-enhancing substances have been in sport since the dawn of the Ancient Olympics, but in the last 30 years they have come to dominate the public perception of certain Olympic sports. As the use of performance-enhancing drugs (PEDs) reaches alarming rates in American schoolchildren, the global anti-doping movement continues to strive to make inroads against them, but with limited effect on sport’s image. USA Track & Field CEO Doug Logan addresses the topic of drug use in sport. He will discuss the role the supplement industry has played in contributing to a PED-tolerant culture and the public perception of widespread PED use in sport, while analyzing the effect of PEDs on track and field and detailing the steps needed to institute a cultural shift against them.

FutureFocus Two: Mind the SOURCE: Do You Know What You are Feeding Consumers?
Location: Arizona Ballroom IV
Speaker: Kantha Shelke, Ph.D. – Corvus Blue LLC

Kantha Shelke, Ph.D., will present an unbiased, science-based perspective of how some of the strangest materials have entered into our food ingredient system. Using real world instances, she will educate the audience on what matters most in the authenticity and purity of ingredients in the food and beverage industry. With a thought-provoking examination of how foods and beverages are adulterated, she will engage the audience and lead them to understand the complex situation and important nuances including: (1) the history of food adulteration – how consumers have been cheated through the years; (2) rules and regulations and loop holes; (3) important enabling technologies and regulations; (4) accidental incidentals; (5) tales from the court; and (6) wake up and smell the coffee! With clear economic evidence of consumer demand for authenticity and safety, it is imperative that marketers and formulators understand what’s real and what’s not in the nutrition industry.

FutureFocus One: Nutraceuticals: A Must Have or an Unnecessary Indulgence?
Location: Arizona Ballroom I, II & III
Speaker: Ewa Hudson – Euromonitor International

In its presentation on global trends and forecasts, Euromonitor International will address global competition, environmental issues, regulatory changes and many more factors influencing the ever-changing dietary supplement and healthy food industry worldwide.

FutureFocus Two: Enhancing Innovation through Greater Connectedness (aka: Open Innovation)
Location: Arizona Ballroom IV
Speaker: Jeff Bellairs – General Mills

General Mills is finding that opening the doors to external resources and expertise is uncovering products, technologies and other capabilities that are fueling innovation. Open innovation provides a spectrum of collaboration opportunities; from sharing technologies more effectively internally, to partnering more closely with key suppliers, to finding new business partners in entirely different industries. Through the General Mills Worldwide Innovation Network (G-WIN), General Mills is building tools and capabilities to connect more effectively across this open innovation spectrum by: sharing technologies and insights across the organization; building stronger relationships with key suppliers; and opening the doors to external technologies and products.

Happy Hour
Location: South Foyer / Garden
Sponsored by

Dessert Reception & Karaoke
Location: Arroyo C, D & E
Sponsored by