Natural & Organic Products

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Branding & Marketing Natural & Organic Products Tangible tools to improve profitability 30th & 31st March 2011, Citigate Central, Sydney Hear insights from:

attend: Roger Pitt Director KADAC Hear the latest consumer insights and market trends Develop a value proposition that aligns with consumer demand Narelle

mainstream retail Develop innovative marketing strategies that meet consumer expectations Pre & Post-Conference Workshops Workshop A Go-to-market strategies

Managing Director Natures Organics Quentin Kennedy Managing Director Kialla Pure Foods Simone Tully CEO OBE Beef Steve Skopilianos Director Ladybird Organics

Organic Federation of Australia (OFA) & Vice President IFOAM Carolyn Hall Director, Business Strategy Block John Berenyi Managing Director Bergent Research Dr

Lecturer, Consumer Behaviour University of Melbourne Dr John Gountas Senior Lecturer in Marketing Faculty of Law and Management La Trobe University Researched

1 Branding & Marketing Natural & Organic Products Tangible tools to improve profitability 30th & 31st March 2011, Citigate Central, Sydney Hear insights from: Pierce Cody Former Founder & Executive Chairman Macro Wholefoods Market Rick Carmont Global Category Manager, Organics Fonterra 5 reasons why you should attend: Roger Pitt Director KADAC Hear the latest consumer insights and market trends Develop a value proposition that aligns with consumer demand Narelle Chenery Founder & Director of R&D Miessence Establish an effective price point that ensures profitability Learn how to transition from a niche market into mainstream retail Develop innovative marketing strategies that meet consumer expectations Pre & Post-Conference Workshops Workshop A Go-to-market strategies to activate your brand within mainstream retail Workshop B How to create an authentic value proposition for your brand Industry expertise from: Justin Dowell Managing Director Natures Organics Quentin Kennedy Managing Director Kialla Pure Foods Simone Tully CEO OBE Beef Steve Skopilianos Director Ladybird Organics Deborah Wray Founder Wray Organic Clare Hughes Senior Policy Officer CHOICE Dr Andrew Monk Director Biological Farmers of Australia (BFA) Andre Leu Chair Organic Federation of Australia (OFA) & Vice President IFOAM Carolyn Hall Director, Business Strategy Block John Berenyi Managing Director Bergent Research Dr Magda Nenycz-Thiel Senior Research Associate Ehrenberg-Bass Institute for Marketing Science University of South Australia Michal Carrington Sessional Lecturer, Consumer Behaviour University of Melbourne Dr John Gountas Senior Lecturer in Marketing Faculty of Law and Management La Trobe University Researched by: Official sponsor: SAVE up to $600 when you register and pay by the 21st January 2011 To Register registration@criterionconferences.com

Mainstreaming for increased profitability According to recent market research there is an emerging new consumer market that refuses to be ignored.

This consumer is concerned about their health and the environment, motivating an interest in purchasing natural and organic products.

These figures also indicate that more than 60% of Australian households now buy organic products on occasion.

Branding & Marketing Natural & Organic Products will examine this developing market by discussing strategies to maximise profitability.

register fax back the registration form to 1300 918 334 or call our customer service department on 1300 316 882 This conference is designed for manufacturers, suppliers, wholesalers and retailers of:

2 Mainstreaming for increased profitability According to recent market research there is an emerging new consumer market that refuses to be ignored. This research describes the type of consumer who makes informed choices reflecting a desire for a healthier and more relaxed lifestyle. This consumer is concerned about their health and the environment, motivating an interest in purchasing natural and organic products. Alongside this research, the Biological Farmers of Australia have recently reported that organic domestic retail sales are expected to exceed the $1 billion mark in These figures also indicate that more than 60% of Australian households now buy organic products on occasion. This suggests a branding and marketing challenge to increase awareness of natural and organic products to further convert consumer behaviour. Consequently, exciting market opportunities are abound! Branding & Marketing Natural & Organic Products will examine this developing market by discussing strategies to maximise profitability. The conference will explore market trends and consumer behaviour, while identifying tangible tools to develop an engaging and successful brand and value proposition. What you will take away: Learn about tangible marketing tools that will help boost your brand Insights into current market trends and future opportunities An improved understanding of the natural and organic consumer Tools to develop a successful brand with integrity How to engage the occasional shopper to buy more An understanding of how to develop good retail and supplier relationships To register fax back the registration form to or call our customer service department on This conference is designed for manufacturers, suppliers, wholesalers and retailers of: Food Beverage Personal care Household products with the following responsibilities: Consumer insights Innovation Merchandise Who should attend? Category Branding Marketing Product management & analysis S p o n s o r s h i p O p p o r t u n i t i e s Make Your Mark We work closely with corporate partners to create unique and innovative tailored sponsorship packages that best meet specific marketing, business development and corporate entertainment objectives. Contact Melik on Tel: and find out how you can make your mark on this industry. Endorsed by: Media partner: To Register registration@criterionconferences.com

3 Day One Wednesday 30th March, :00 Registration, coffee & networking 8:30 Welcome remarks from the Chair Market trends & opportunities 8:40 Understanding the opportunities & categories available in the natural & organic market Defining the natural and organic consumer by lifestyle Achieving success in the health and organic market with reference to the early chapters of the Green & Black s success story Roger Pitt, Director KADAC 9:20 Matching the right market opportunity with consumer demand Tools to differentiate your brand from green wash marketing What is organic? Understanding and complying to industry standards to drive authenticity and consumer loyalty Increasing consumer awareness and the benefits of your brand Utilising believable regulatory processes with integrity Dr Andrew Monk, Director Biological Farmers of Australia (BFA) Consumer insights 10:00 What does natural & organic really mean? Ensuring that products are promoted without misleading consumers Defining natural and organic expectations for the consumer Exploring how labelling can help consumers make confident choices Clare Hughes, Senior Policy Officer CHOICE 10:40 Morning tea & networking 11:10 Understanding the core motivations & barriers behind ethical consumer purchasing Identifying the opportunity gaps and insights into consumer purchasing Outlining the functional and symbolic reasons why consumers are not buying ethical products Michal Carrington Sessional Lecturer, Consumer Behaviour University of Melbourne 11:50 Can you build emotional brand loyalty in the natural & organic sector? Exploring the key strategic and creative components required to build a brand that people are passionate about Contextualising this philosophy, from large brands that are launching new products through to medium and small brands Carolyn Hall, Director, Business Strategy Block 12:30 Networking lunch 1:30 Determining consumer behaviour & aligning your value proposition Creating a compelling message to take to the market Innovating your value proposition to provide a series of brand benefits Educating the consumer to pay the price premium John Berenyi, Managing Director Bergent Research Brand positioning 2:10 Developing successful brands for the natural & organic industry How do you create a brand for mainstream while maintaining integrity? Is the commercial imperative an ethical priority for the organic industry? How can we balance market exclusivity while driving profit? How do you take natural and organic products mainstream while justifying the price point? How do you maintain integrity to certification? Pierce Cody, Former Founder & Executive Chairman Macro Wholefoods Market Roger Pitt, Director KADAC Dr Andrew Monk, Director Biological Farmers of Australia (BFA) Panel 2:50 Relating your brand benefits to your consumer lifestyle Communicating a simple message that is easy to understand and relates back to consumer lifestyles Educating the consumer to understand brand benefits and consequences Justin Dowell, Managing Director Natures Organics 3:30 Afternoon tea & networking 4:00 10 astounding new facts about brand buying & how marketing works This interactive workshop will demolish 10 major myths of brand buying... followed by facts on: Who buys my brand? Who are the heavy category buyers? Can I, should I, target them? Who are my loyal buyers and who are the switchers? What are their buying patterns? Which other brands do my customers buy? Interactive Workshop Dr Magda Nenycz-Thiel, Senior Research Associate Ehrenberg-Bass Institute for Marketing Science University of South Australia 5:30 Chair s closing remarks & close of day one Website:

4 Day Two Thursday 31st March, 2011 Go-to-market strategies 8:00 Welcome, coffee & networking 8:30 Welcome remarks from the Chair 8:40 Overview on growth & consumer trends in the major organic markets around the world Examining international market trends and potential market types for Australian supply Major organic market trends and rates of growth Suggested market types for future growth and investment Facilitating trade through the Global Organic Market Access project Andre Leu, Chair Organic Federation of Australia (OFA) & Vice President International Federation of Organic Agriculture Movements (IFOAM) 9:20 Addressing the issue of supply for the Australian market Examining Fonterra s supply strategy and how it sits within Australian demand planning How the supply strategy applies to customer needs Key ways to managing the speed of supply execution Rick Carmont, Global Category Manager, Organics Fonterra 10:00 Morning tea & networking 10:30 Developing a value proposition to engage your consumer Injecting integrity into the organic claim Building brand authenticity by engaging and educating consumers The guaranteed way to grow and keep your customer base Narelle Chenery, Founder & Director of R&D Miessence 11:10 Determining the right price point to increase profitability Finding the right price point that maintains profit down the supply chain Examining the issue of supply and its impact on price point Developing collaborative relationships with retailers and how this impacts on price point Quentin Kennedy, Managing Director Kialla Pure Foods 1:50 Successful retailing of certified organic products a retail & supplier perspective Developing an everyday product for market Price point and market research for an organic product The importance of knowing a professional distributor Comparisons and lessons learnt from retail experience in the wine industry Deborah Wray, Founder Wray Organic 2:30 Utilising market mavens for the tipping point effect of your small brand to become mainstream Understanding who are the maven consumers Mavens and the tipping point effect on natural and organic brands Four decision-making styles which influence consumer choices of natural and organic products Dr John Gountas, Senior Lecturer in Marketing Faculty of Law and Management La Trobe University 3:10 Afternoon tea & networking 3:40 Using innovative marketing tools to meet consumer expectations Moving from a traditional farming business to a vertically integrated company Developing branding and packaging that aligns with consumer values Identifying a unique selling point to meet retailer demand Steve Skopilianos, Director Ladybird Organics Supply & export 4:20 A blueprint for exporting organic produce overseas Strategies to ensure profit with currency hedging Attaining market dominance in a new wholesale supplier network Managing the multilayers of certification and quality assurance Simone Tully, CEO OBE Beef 5:00 Chair s closing remarks & close of conference 12:50 Networking lunch Founded in 2002, Block is a brand consultancy that takes a strategic approach to creativity and a creative approach to strategy. Block is a highly-awarded boutique that develops bespoke brand strategy and creative solutions across all channels, including advertising, design and digital. The Block team is small and agile, enabling our clients direct access to a pool of talent with comprehensive international experience without having to endure the layers of management that is a hallmark of dealing with large agencies. This structure is of particular advantage to those looking to reinvigorate a brand or develop concepts for new brands. Early bird discounts: SAVE up to $600 if you register before 21 January 2011 SAVE up to $500 if you register before 25 February 2011 Remember, we also offer great group discounts! Early booking discounts apply the earlier you book the more $$$ you save

5 Workshops Tuesday 29th March, 2011 Friday 1st April, 2011 Go-to-market strategies to activate your brand within mainstream retail Pre-Conference Workshop A Tuesday, 29th March :00am 4:00pm Understanding consumer values and ethics are the key to effectively positioning your brand for mainstream retail. A natural or organic brand needs to communicate a value for the consumer beyond purchase. Consumers want to buy into a brand s values and lifestyle. However, there is very often a gap between the consumer s purchase intention and their actual shopping behaviour at point of purchase. The message from consumers is that it is not enough to be just natural or organic. A brand needs to align with lifestyle, ethics and values while providing a familiar functionality that competes with other mainstream brands. This workshop will provide you with the tools to design a brand and develop a marketing strategy suitable for natural and organic products. Michal will examine and deconstruct a successful lifestyle brand and take you through the marketing strategy stepby-step. You will then be invited to apply this strategy to your own brand. By attending you will examine: Consumer insights into ethical purchasing Exploring the functionality and symbolism of natural and organic brands Understanding the gap between intention and point of purchase Finding a value that aligns with your consumers ethics Initiating strategies to bring your brand to life through marketing tools. About your workshop leader: Michal Carrington Sessional Lecturer, Consumer Behaviour University of Melbourne Michal has spent the last three years embedded in the lives of ethical consumers for her doctoral research, understanding their motivations, lives and consuming practices. She also teaches undergraduate and postgraduate students in the areas of consumer behaviour, marketing ethics and CSR. Previously, she forged a career with the global multinational, Unilever, in both Australia and the UK for almost a decade working in the areas of retail/customer management, retail/customer innovation, shopper insights and customer marketing. How to create an authentic value proposition for your brand Post-Conference Workshop B Friday, 1st April :00am 4:00pm Value propositions distinguish our product offering from that of our competitors. In essence, they act as a source of competitive advantage and provide consumers a reason to choose our brand over another. As consumers we are bombarded with hundreds of messages a day: Why would someone choose our brand over our competitors? A strong value proposition assists us to communicate clearly and consistently, increases our chances of being heard and understood and gives our target audience a reason to choose our brand. In this experiential workshop, you will create the various elements that make up a strong value proposition. Joanna will examine successful brands, dissect their value propositions and explore what has led to their success. You will then be invited to apply the frameworks to your own brand. By attending you will learn how to: Segment the market for your brand are all natural and organic consumers the same? Align your brand and the target audience Position your brand in the consumers mind Name your brand and choose the brand elements to build your brand equity Build long-term brand preference and loyalty for your brand emotional and behavioural commitment About your workshop leader: Joanna Henryks Assistant Professor and Course Convenor University of Canberra Joanna Henryks is Assistant Professor and Course Convenor for the Bachelor of Advertising and Marketing Communications at the University of Canberra. She has taught advertising and marketing communications at a tertiary level for over a decade. During this time, she has also consulted with the private sector in a range of industries from retail to fast-moving consumer goods. Previously, she worked in a commercial market research company specialising in qualitative research. Team Discounts Register a team of 3-4 save 10% off the standard price Register a team of 5-6 save 12% off the standard price Register a team of 7-8 save 15% off the standard price Only one discount can be used per booking. Early booking discounts apply the earlier you book the more $$$ you save

Registration Page Conference: 30th & 31st March 2011 Workshops: 29th March & 1st April 2011 Brochure Code: CC*PMA Event Prices Tick relevant box 2 Day Conference 2 Day Conference + Workshop A or B 2

6 Registration Page Conference: 30th & 31st March 2011 Workshops: 29th March & 1st April 2011 Brochure Code: CC*PMA Event Prices Tick relevant box 2 Day Conference 2 Day Conference + Workshop A or B 2 Day Conference + Workshop A & B Audio CD Branding & Marketing Natural & Organic Products Register & pay by Register & pay by Standard price 21 Jan Feb 2011 after 25 Feb 2011 $1899+GST= $ SAVE $400 $2699+GST= $ SAVE $500 $3399+GST= $ SAVE $600 $1999+GST= $ SAVE $300 $2799+GST= $ SAVE $400 $3499+GST= $ SAVE $500 Please send me set(s) $2299+GST= $ $3199+GST= $ $3999+GST= $ $899 + GST = $ If there is a package you require that is not mentioned above, please contact us and we will be happy to provide you with a quote. *GST is charged at 10%. Registration fee includes lunch, refreshments and conference documentation. Please contact us for any special dietary requirements. Full payment must be received prior to the conference to ensure admission. How To Register Online: Tel: registration@criterionconferences.com Fax: Mail: Criterion Conferences Pty Ltd PO Box R1478 Royal Exchange, NSW 1225 Delegate Details Please complete: (Please photocopy for additional delegates) DELEGATE ONE Delegate Forename: Delegate Surname: Job Title: Team Discounts Register a team of 3-4 save 10% off the standard price Register a team of 5-6 save 12% off the standard price Register a team of 7-8 save 15% off the standard price If you want to register a group, please call us on and we will coordinate your registration. Only one discount can be used per booking. Deletages must be registered at the same time from the same company. Venue Citigate Central Sydney Thomas Street Sydney NSW 2000 (02) You can also complete this application online Cancellations: Should you be unable to attend, a substitute delegate is welcome at no extra charge. The company regrets that no cancellations will be refunded, course documentation will, however, be sent to the delegate. For an event cancelled by Criterion Conferences registration fees are fully refundable. Privacy Policy: Any information provided by you in relation to this conference is collected by Criterion Conferences and will be added to our database with the sole purpose of providing you with information about future conferences and services. If you do not wish to be added, please tick here when you fax back your registration to Changes to Conference and Agenda: Criterion Conferences reserves the right to alter the programme without notice and is not responsible for any loss or damage or costs incurred as a result of substitution, alteration, postponement or cancellation of any event. Criterion Conferences ABN number: Company/Organisation: Telephone: Fax: Postal Address: DELEGATE TWO Delegate Forename: Delegate Surname: Job Title: Company/Organisation: Telephone: Fax: Postal Address: Signature: Approving Manager s Name: How To Pay Number of delegates: Total amount (inc GST) $ Credit card: Visa Mastercard American Express Bank Transfer (details below) Cheque Please make payable to Criterion Conference Pty Ltd & mail to Criterion Conferences, PO Box R1478, Royal Exchange, NSW 1225 Quote 4551 on the remittance. Please invoice me Cardholder s name: Card No.: Expiry: Signature: Bank Transfers: Account Name - BSB Code: Criterion Conferences Pty Ltd Account Number: Bank Name: Westpac Ref: 4551 Address: SHOP LG 4/5 THE BROADWAY S/C, Broadway, NSW 2007 Gi12953 Website:

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