Patrick Moorhead, Chief Marketing Officer of Label Insight, and Mike McMahon, President and Executive Director, Path to Purchase Institute, guide attendees through this interactive presentation that illustrates the scale, complexity and opportunity of successful transparency initiatives. Via mobile devices, attendees will participate in a series of quiz questions testing their TransparencyIQ, with Mike and Patrick framing the real time results and setting the stage for the day's agenda.

 

As consumers gain greater access to information, they become more discerning about their purchases. Companies and brands that support shoppers’ desire for deeper levels of information have an opportunity grow their business through greater shopper loyalty. Conversely, brands that ignore this new normal will find themselves trapped in "No Brand’s Land." Jay Porter shares the state of trust in today’s global food and beverage environment, along with the benefits of earning and protecting trust, as well as the risks associated with losing this fragile asset.

 

Where are shoppers getting their information? Hint: it's not just marketing messages and package labels. While marketers control the CPG message, there's a bigger world of apps, social media, bloggers, focused media and NGOs that are doing their best to influence consumers to very set points of view. Knowing how information -- and even misinformation -- influences purchases and consumers' interaction with brands and companies, can help companies and brands best position their messages.

In support of its mission, Applegate Farms has led the industry in groundbreaking initiatives, including the push for antibiotic free meat. As the company drives industry change, it has forged alliances with NGOs and third parties. The company shares its passion for positive change and the importance of pulling together to educate consumers and the industry. 

 

Transparency is much more than ingredient disclosure, with many layers of interdependent strategies to consider. This session will help attendees identify their transparency path, including how the many layers -- from product image and attributes, to software solutions and back end operations, to advertising and marketing -- influence and inform the shopper.

The transformative power of transparency can be seen in market shifts: It’s incubated into the ethos of start-ups and driven recalibration of multinational CPGs and retailer assortments. Transparency is being pulled forward by various demographic waves, and is a force behind new government regulations. From market observations to retailer landscapes, you'll hear about meaningful opportunities for retailers and manufacturers that want to resonate with increasingly empowered shoppers.

 

Consumers report that transparency matters, but what role does transparency actually play on the path to purchase? View breakthrough research and video analysis of consumers -- who identify as prohibitive, health conscious and social/ethical/environmentally conscious shoppers -- as they seek and obtain information. This dynamic, in-the-moment study illustrates confusion, information gaps, and what really influences purchase.

Presentation by: Rick West, CEO
 

Global sustainability leader Unilever believes that transparency is fundamental to running a sustainable business. From the corporate mission to brand stories, Unilever’s Tom Langan, North America Director, External Affairs, illustrates how technologies enable new opportunities for brands – iconic and new – to demonstrate transparency and engage with shoppers.

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Food transparency is important to today’s consumer and driving regional grocery retailer Raley’s to change the conversation about food and label confusion. Michael Teel introduces the retailer’s new Shelf Guide program and how it’s empowering shopper decisions and the way vendor partners are looking at their own offerings.  

From label statements to peeling back the supply chain curtain, and from main street shoppers to Beltway insiders, The Hershey Company has demonstrated its commitment to, and acumen for, transparency. Hershey's shares successful strategies for using the right messages and the right mediums for building trusting relationships. 

 

From supply to sustainability, retail plays a unique role in connecting value chains with customers and end consumers. Learn how traceability provides the foundation for transparency and building trust with customers.