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Presidents Conference 
2014 
Chair: Joe Bybel 
Vice Chair: Perry Miele
IFMA Vision 
“Providing our Member Community 
and industry partners the 
opportunity to enhance the 
consumer’s enjoyment of the 
foodservice choice”
IFMA Mission 
“Enabling our Member Community to 
focus on critical issues affecting their 
businesses and the industry”
IFMA 2020 Strategic Imperatives 
Enhance 
Value 
of Consumer 
Foodservice Choice 
Consumers 
Operators 
Members 
Focus Supporting Initiatives 
 Create New Consumer-Driven View of Foodservice Landscape 
‐Foodservice Landscape 
‐Foodservice Insights Library 
 Champion Industry-Wide Effort to Improve Consumer Choice 
Co-Create Value  Create Actionable Insights & Best Practices 
with Operators Through 
Demand-Creation 
and Supply-Chain 
Improvement Efforts 
Enable Members to Excel 
Given the New Basis of Competition 
‐Consumer Planning Program 
‐Operator Collaboration Model 
‐Foodservice Category management 
‐Foodservice Navigator 
‐Performance Benchmarking 
‐GS‐1 
 Drive Learnings through Connectivity Forums 
‐Presidents Conference 
‐COEX 
‐Marketing & Sales 
Leaders Forum 
‐Gold & Silver Plate 
‐ Fundamentals 
‐Operator Forums 
‐Strategic Issues Series 
‐Small/Mid Size Business 
‐Washington Insights 
‐Website 
‐Industry Adoption Plan
Center of Insights 
Insights that drive 
strategy & execution 
Center of Best Practices 
Proven foodservice 
best practices 
Center of Connectivity 
Connect to share, learn 
and execute 
Consumer Planning Program 
C - S. Marshall VC – P. Gere 
FSnavigator 
C - D. Davis VC - R. Kirkpatrick 
FS New View of Industry 
C - D. Allison VC - R. Hepponstall 
Performance Benchmarking 
C – B. Shanley VC - TBD 
Small/Midsize Business 
C - M. Cannon VC - B. McClellan 
Category Management 
C – R. Ferranti VC – TBD 
Center of Innovation Excellence 
C - TBD VC - TBD 
Educational Foundation 
C – K. Schartner VC - J. Flood 
GS1 
C - B. Shanley VC - L. Oberkfell 
Operator Collaboration Model 
C - K. Delahunt VC - D. Davis 
SCORE 
C - L. Kimura 
COEX 
C - M. Cannon VC - D. Rizley 
Foodservice Fundamentals 
C – J. Green 
Gold & Silver Plate 
C - F. Graves VC – R. Hepponstall 
Marketing & Sales Leaders Forum 
C - TBD VC – P. Gere 
Operator Forums 
C - K. Schartner VC – TBD 
Presidents Conference 
C – J. Bybel VC – P. Miele 
Strategic Issues Series 
C - J. Green 
Centers of Excellence 
2014 COMMITTEE LEADERSHIP 
Washington Insights 
C - B. McClellan VC – TBD 
Membership 
C – TBD 
VC – TBD 
BOARD 
LEADERSHIP 
Audit 
C – B. Shanley 
VC – K. Delahunt 
Compensation 
C – L. Kimura 
VC – R. Ferranti 
Awards 
C – R. Ferranti 
VC – TBD 
Strategic Plan 
C – L. Kimura 
Governance 
C – L. Kimura 
VC – R. Ferranti
Presidents Conference 
Objective: 
Create a conference that provides Senior Leaders/Management relevant and 
actionable strategies in a connectivity forum with senior distributor and operator 
personnel to build business. 
Positioning Statement: 
For members Presidents/Senior Leadership wanting critical 
(target) 
market insight and top-to-top interaction with senior foodservice 
(need) 
channel partners, the “by-invitation” Presidents Conference provides 
them with relevant, actionable and strategic information in a unique 
top-to-top, open learning environment. 
(point of differentiation)
Goals: 
Presidents Conference 
• Attendance Revenue: $ +7% 
• Sponsorship Revenue: $ +1% 
• Distributor Attendance: +5% 
• Operator Attendance: 100 
• Broker Attendance: +5% 
• Total Paid Attendance: +6% 
Strategies: 
• Establish committee to set direction and support execution 
• Build off 2013 program and “Foodservice 2020 Strategic Imperatives.” Evidence progress on 
industry-wide initiatives 
• Build and execute integrated marketing plan 
• Link to OCM/FCM, CPP, FSN, New View and all IFMA Connectivity forums 
• Assess results. Provide recommendation for 2015 program
Presidents Conference 
Committee Members: 
Joe Bybel Ventura Foods Chair 
Perry Miele Nestle Vice Chair 
Jennifer Bestafka Keurig Green Mountain 
Deanna Brady Hormel 
Mike Cannon Surlean Foods 
Peter Cokinos Grecian Delight 
Kevin Delahunt Sargento 
Marc Desmarais Idahoan 
Bob Elliot Nestle Professional 
John Flood Wayne Farms 
Larry Gertsakis Nestle Professional 
Lisa Kermizis-Abraham Bigelow Tea 
Kenya Klabzuba Par-Way Tryson 
Bill McCullough Ventura 
Barbara Powell Azar Nut 
Herb Ring Hershey 
David Rizley SCATissue 
Michael Rutt Dakota Growers Pasta 
Kathleen Schartner Farmer Brothers 
Jim Schywstell Pinnacle Foods Group 
Malcolm Simmonds Simplot 
David StoneburnerRuiz Foods 
Mike Villano Basic American Foods 
Bill Day (IFDA Co-chair) Sysco 
John Lehmann IFMA Liaison
Tactics 
Presidents Conference 
Strategy: Establish committee to set direction and support execution 
Who When Done 
Select Chair and Vice Chair IFMA w/o 1/6 w/o 2/1 
Identify prospective committee members IFMA w/o 1/27 w/o 2/10 
Review prospective committee members and preliminary deck with Chair & Vice 
IFMA w/o 2/10 w/o 3/17 
Chair 
Internal review for strategic alignment IFMA w/o 2/3 w/o 2/3 
Chair invites prospective committee members (as they agree let them know when 
JL w/o 2/4 w/o 2/4 
first conference call is) 
Finalize committee JL w/o 2/11 w/o 2/24 
Coordinate first committee meeting and send out preliminary deck (preread) JL w/o 2/18 w/o 2/11 
Hold first committee meetings to review and finalize deck, and set calls Committee w/o 2/25 w/o 3/27
Tactics Presidents Conference 
Strategy: Build off 2013 program and “Foodservice 2020 imperatives.” Evidence progress on industry-wide 
initiatives 
Who When Done 
Ideation session-Key Issues & Opportunities Committee w/o 2/25 w/o 3/28 
Draft agenda 
Committee 
w/o 4/15 w/o 3/18 
Identify speakers, panelists and moderators Committee w/o 5/5 w/o 9/8 
Create agenda from base content Committee w/o 5/12 w/o 6/9 
Develop flow document Committee w/o 7/14 w/o 8/4 
Specify room setup, F&B and AV requirements Committee w/o 9/29 
Finalize agenda IFMA w/o 9/29 
Set and execute prep schedule for speakers, panelists and moderators IFMA w/o 9/29 
Secure PPT’s, videos, etc. IFMA w/o 9/29 
Finalize Scripts IFMA w/o 9/29 
Conduct rehearsals IFMA 11-3/4
Tactics 
Strategy: Build and execute integrated marketing plan 
Who When Done 
Develop Communication plan, including all electronic, printed , web and personal 
communications outlined 
IFMA w/o 2/15 w/o 6/1 
Draft creative brief for overall conference w/agency IFMA w/o 4/1 w/o 6/23 
Synchronize with content development IFMA Ongoing Ongoing 
Save the date email-Target All IFMA w/o 4/15 w/o 6/23 
Website update including call for nominations IFMA w/o 4/18 w/o 6/23 
Define targets Committee w/o 6/16 w/o 6/16 
Email w/conference highlights/ Registration Opens IFMA w/o 6/16 w/o 6/23 
Monitor and report status of communications plan and registrations IFMA Ongoing Ongoing 
Conference highlight Mailer IFMA w/o 9/22 w/o 9/22 
Follow-up calls by committee to operators that received invitations Committee w/o 9/29 
IFMA & Committee calls to members IFMA & 
Committee 
w/o 8/12 w/o 8/12 
Presidents Conference
Tactics 
Presidents Conference 
Strategy: Build and execute integrated marketing plan-Sponsorships 
Who When Done 
Determine Sponsorship opportunities TD,JL w/o 5/5 w/o 6/2 
Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 5/19 w/o 6/9 
Sponsorship Sell Sheet sent out TD, FM w/o 5/26 w/o 6/23 
Submit Final List to Marketing and Event Management TD w/o 8/22 w/o 9/15 
Tactics 
Strategy: Link to OCM/FCM, CPP, FSN, New View and all IFMA Connectivity forums 
Have member of PC committee make mention of conference on other calls Who When Done 
Have member of other committees make mention on PC calls Ongoing Ongoing 
IFMA make ‘call outs’ of ‘significant’ events on calls Ongoing Ongoing 
IFMA include connectivity materials with meeting agenda/reminder Ongoing Ongoing
Tactics 
Strategy: Assess results 
Presidents Conference 
Who When Done 
Complete post conference survey JL/TS w/o 10/6 w/o 
Prepare conference survey results Committee w/o 11/17 w/o 
Committee evaluation (Post conference call) & 2015 recommendations Committee w/o 11/17 w/o 
IFMA internal review IFMA w/o 11/17

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Pc committee deck for web 9 25-14

  • 1. Presidents Conference 2014 Chair: Joe Bybel Vice Chair: Perry Miele
  • 2. IFMA Vision “Providing our Member Community and industry partners the opportunity to enhance the consumer’s enjoyment of the foodservice choice”
  • 3. IFMA Mission “Enabling our Member Community to focus on critical issues affecting their businesses and the industry”
  • 4. IFMA 2020 Strategic Imperatives Enhance Value of Consumer Foodservice Choice Consumers Operators Members Focus Supporting Initiatives  Create New Consumer-Driven View of Foodservice Landscape ‐Foodservice Landscape ‐Foodservice Insights Library  Champion Industry-Wide Effort to Improve Consumer Choice Co-Create Value  Create Actionable Insights & Best Practices with Operators Through Demand-Creation and Supply-Chain Improvement Efforts Enable Members to Excel Given the New Basis of Competition ‐Consumer Planning Program ‐Operator Collaboration Model ‐Foodservice Category management ‐Foodservice Navigator ‐Performance Benchmarking ‐GS‐1  Drive Learnings through Connectivity Forums ‐Presidents Conference ‐COEX ‐Marketing & Sales Leaders Forum ‐Gold & Silver Plate ‐ Fundamentals ‐Operator Forums ‐Strategic Issues Series ‐Small/Mid Size Business ‐Washington Insights ‐Website ‐Industry Adoption Plan
  • 5. Center of Insights Insights that drive strategy & execution Center of Best Practices Proven foodservice best practices Center of Connectivity Connect to share, learn and execute Consumer Planning Program C - S. Marshall VC – P. Gere FSnavigator C - D. Davis VC - R. Kirkpatrick FS New View of Industry C - D. Allison VC - R. Hepponstall Performance Benchmarking C – B. Shanley VC - TBD Small/Midsize Business C - M. Cannon VC - B. McClellan Category Management C – R. Ferranti VC – TBD Center of Innovation Excellence C - TBD VC - TBD Educational Foundation C – K. Schartner VC - J. Flood GS1 C - B. Shanley VC - L. Oberkfell Operator Collaboration Model C - K. Delahunt VC - D. Davis SCORE C - L. Kimura COEX C - M. Cannon VC - D. Rizley Foodservice Fundamentals C – J. Green Gold & Silver Plate C - F. Graves VC – R. Hepponstall Marketing & Sales Leaders Forum C - TBD VC – P. Gere Operator Forums C - K. Schartner VC – TBD Presidents Conference C – J. Bybel VC – P. Miele Strategic Issues Series C - J. Green Centers of Excellence 2014 COMMITTEE LEADERSHIP Washington Insights C - B. McClellan VC – TBD Membership C – TBD VC – TBD BOARD LEADERSHIP Audit C – B. Shanley VC – K. Delahunt Compensation C – L. Kimura VC – R. Ferranti Awards C – R. Ferranti VC – TBD Strategic Plan C – L. Kimura Governance C – L. Kimura VC – R. Ferranti
  • 6. Presidents Conference Objective: Create a conference that provides Senior Leaders/Management relevant and actionable strategies in a connectivity forum with senior distributor and operator personnel to build business. Positioning Statement: For members Presidents/Senior Leadership wanting critical (target) market insight and top-to-top interaction with senior foodservice (need) channel partners, the “by-invitation” Presidents Conference provides them with relevant, actionable and strategic information in a unique top-to-top, open learning environment. (point of differentiation)
  • 7. Goals: Presidents Conference • Attendance Revenue: $ +7% • Sponsorship Revenue: $ +1% • Distributor Attendance: +5% • Operator Attendance: 100 • Broker Attendance: +5% • Total Paid Attendance: +6% Strategies: • Establish committee to set direction and support execution • Build off 2013 program and “Foodservice 2020 Strategic Imperatives.” Evidence progress on industry-wide initiatives • Build and execute integrated marketing plan • Link to OCM/FCM, CPP, FSN, New View and all IFMA Connectivity forums • Assess results. Provide recommendation for 2015 program
  • 8. Presidents Conference Committee Members: Joe Bybel Ventura Foods Chair Perry Miele Nestle Vice Chair Jennifer Bestafka Keurig Green Mountain Deanna Brady Hormel Mike Cannon Surlean Foods Peter Cokinos Grecian Delight Kevin Delahunt Sargento Marc Desmarais Idahoan Bob Elliot Nestle Professional John Flood Wayne Farms Larry Gertsakis Nestle Professional Lisa Kermizis-Abraham Bigelow Tea Kenya Klabzuba Par-Way Tryson Bill McCullough Ventura Barbara Powell Azar Nut Herb Ring Hershey David Rizley SCATissue Michael Rutt Dakota Growers Pasta Kathleen Schartner Farmer Brothers Jim Schywstell Pinnacle Foods Group Malcolm Simmonds Simplot David StoneburnerRuiz Foods Mike Villano Basic American Foods Bill Day (IFDA Co-chair) Sysco John Lehmann IFMA Liaison
  • 9. Tactics Presidents Conference Strategy: Establish committee to set direction and support execution Who When Done Select Chair and Vice Chair IFMA w/o 1/6 w/o 2/1 Identify prospective committee members IFMA w/o 1/27 w/o 2/10 Review prospective committee members and preliminary deck with Chair & Vice IFMA w/o 2/10 w/o 3/17 Chair Internal review for strategic alignment IFMA w/o 2/3 w/o 2/3 Chair invites prospective committee members (as they agree let them know when JL w/o 2/4 w/o 2/4 first conference call is) Finalize committee JL w/o 2/11 w/o 2/24 Coordinate first committee meeting and send out preliminary deck (preread) JL w/o 2/18 w/o 2/11 Hold first committee meetings to review and finalize deck, and set calls Committee w/o 2/25 w/o 3/27
  • 10. Tactics Presidents Conference Strategy: Build off 2013 program and “Foodservice 2020 imperatives.” Evidence progress on industry-wide initiatives Who When Done Ideation session-Key Issues & Opportunities Committee w/o 2/25 w/o 3/28 Draft agenda Committee w/o 4/15 w/o 3/18 Identify speakers, panelists and moderators Committee w/o 5/5 w/o 9/8 Create agenda from base content Committee w/o 5/12 w/o 6/9 Develop flow document Committee w/o 7/14 w/o 8/4 Specify room setup, F&B and AV requirements Committee w/o 9/29 Finalize agenda IFMA w/o 9/29 Set and execute prep schedule for speakers, panelists and moderators IFMA w/o 9/29 Secure PPT’s, videos, etc. IFMA w/o 9/29 Finalize Scripts IFMA w/o 9/29 Conduct rehearsals IFMA 11-3/4
  • 11. Tactics Strategy: Build and execute integrated marketing plan Who When Done Develop Communication plan, including all electronic, printed , web and personal communications outlined IFMA w/o 2/15 w/o 6/1 Draft creative brief for overall conference w/agency IFMA w/o 4/1 w/o 6/23 Synchronize with content development IFMA Ongoing Ongoing Save the date email-Target All IFMA w/o 4/15 w/o 6/23 Website update including call for nominations IFMA w/o 4/18 w/o 6/23 Define targets Committee w/o 6/16 w/o 6/16 Email w/conference highlights/ Registration Opens IFMA w/o 6/16 w/o 6/23 Monitor and report status of communications plan and registrations IFMA Ongoing Ongoing Conference highlight Mailer IFMA w/o 9/22 w/o 9/22 Follow-up calls by committee to operators that received invitations Committee w/o 9/29 IFMA & Committee calls to members IFMA & Committee w/o 8/12 w/o 8/12 Presidents Conference
  • 12. Tactics Presidents Conference Strategy: Build and execute integrated marketing plan-Sponsorships Who When Done Determine Sponsorship opportunities TD,JL w/o 5/5 w/o 6/2 Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 5/19 w/o 6/9 Sponsorship Sell Sheet sent out TD, FM w/o 5/26 w/o 6/23 Submit Final List to Marketing and Event Management TD w/o 8/22 w/o 9/15 Tactics Strategy: Link to OCM/FCM, CPP, FSN, New View and all IFMA Connectivity forums Have member of PC committee make mention of conference on other calls Who When Done Have member of other committees make mention on PC calls Ongoing Ongoing IFMA make ‘call outs’ of ‘significant’ events on calls Ongoing Ongoing IFMA include connectivity materials with meeting agenda/reminder Ongoing Ongoing
  • 13. Tactics Strategy: Assess results Presidents Conference Who When Done Complete post conference survey JL/TS w/o 10/6 w/o Prepare conference survey results Committee w/o 11/17 w/o Committee evaluation (Post conference call) & 2015 recommendations Committee w/o 11/17 w/o IFMA internal review IFMA w/o 11/17