Agenda

7:45-8:30 Registration and Refreshments

8:30-8:50 Overview of the Changing Food Marketplace
Two major trends have the potential to transform the business of agriculture: the "extreme" demands that consumers are placing on food production--for more choices and more product information--and the rapid expansion in agriculture's ability to supply these "extraordinary" products--in special market segments or with special attributes. What are the implications of these trends for retailers, processors, and producers?
Speaker
Bruce Babcock, Director, CARD, Iowa State University

8:50-9:45 Extreme Demand--Satisfying the New Consumer
The attitudes, behaviors, and preferences of consumers are shifting in the new millennium. What does the post-2001 consumer landscape look like? How do consumers make buying decisions? What do they value in the foods they buy? What products will appeal to their lifestyle choices and beliefs?
Speaker
John McManus, Associate Publisher, American Demographics

9:45-10:15 Break

10:15-11:30 Doing Business with the New Consumer
Retailers and producers must stay on the cutting edge of consumer trends. How do they keep in touch with consumer attitudes and perceptions? How quickly do they adapt their practices and products to these trends? What are they learning from the controversial food issues of today? What do they see as the future's biggest challenges?
Speakers
Ric Jurgens, Executive Vice President, Hy-vee
Neal Hull, Product Manager, Hormel
Moderator
Benjamin Allen, Dean, College of Business, Iowa State University

11:30-1:00 Luncheon Featuring Identity-Preserved Foods and Beverages

12:00-12:30
Luncheon Address
A European Perspective on Current and Ongoing Consumer Demands
Introduction
Richard Ross, Dean, College of Agriculture, Iowa State University
Speaker
Michael Mackenzie, Founding Director General, Food and Drink Federation, UK

1:00-2:15 Drivers of "Extreme" Demands in Agriculture
Concerns about the environment, food safety and wholesomeness, and social and ethical issues in food production are finding expression in decisions made at the checkout counter. What are the drivers of these concerns and demands in the marketplace? What is the role of non-governmental organizations? What kind of effect do they have on public opinion and corporate philosophies and practices?
Speakers
Jack Sparks, Communications Director, American Humane Association
Larry Bohlen, Director of Health and Environment Programs, Friends of the Earth
Christopher Bosso, Chair, Department of Political Science, Northeastern University
Moderator
GianCarlo Moschini, Pioneer Hi-Bred International Chair in Science and Technology, CARD, Iowa State University

2:15-2:45 Break

2:45-4:00 Extraordinary Products--Pursuing a Different Path
Agriculture's increased ability to produce extraordinary products to fill consumers' extreme demands opens up a possible alternative path for some producers. What are the risks and rewards for retailers, processors, and producers in niche or segmented markets? Is the needed infrastructure in place?
Speakers
Alicia Leinburger, Community Representative, Equal Exchange
Jim Geist, Executive Director, Identity Preserved International and Colorado SweetGold Corn
Bill Bennet, Vice President, North American Foods
Moderator
Helen Jensen, Division Head, Food and Nutrition Policy, CARD, Iowa State University

4:00-4:30 Strategies for Agriculture in the New Food Marketplace
Today, midwestern agriculture is in the business of supplying commodities to large processors and exporters. Successful commodity producers struggle to be the low-cost, high-volume source. Are alternative strategies available to producers to tailor their enterprises to specific consumer demands? What competitive advantages must producers have to thrive in new markets?
Speakers
Bill Horan, Partner, Horan Brothers Agricultural Enterprises
John Miranowski, Professor of Economics, Iowa State University
Moderator
Loren Kruse, Editor-in-Chief, Successful Farming

4:30 Adjourn