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Fresh Produce
Marketing Strategies
Short Course
March 24-26, 2009
Robert Mondavi Institute Sensory Theater
at the UC Davis campus
FOCUS. Competing in a Challenging Market
This course will give fresh produce industry managers and executives an opportunity to focus on their strategic thinking and developing their fresh produce marketing approach within real-world budget constraints.
The program will include case studies and practical hands-on examples presented by both UC Davis agricultural economists and fresh produce industry marketing leaders. Current up-to-date produce marketplace data from participating instructor organizations will provide the basis for classroom discussions and break out sessions.
Fresh Produce Marketing Strategies is a must-attend course for any produce executive grappling with buyer and supplier consolidation, channel blurring, and rapidly evolving consumer preferences and profiles. This short course is all about enhancing your ability to assess emerging marketplace complexities and adapt your firm's marketing tactics and strategies to current market realities.
WHO SHOULD ATTEND
The program is designed for managers and executives from the fresh fruit and vegetable industry, such as grower-shippers, food retailers, wholesalers, distributors, fresh-cut processors and seed companies. It will be of particular interest to those working in marketing and sales, production managers, and new product development staff who are interested in improving their ability to develop and execute innovative fresh produce marketing strategies.
TOPICS
Topics will include:
Fresh Produce Value Chain Management
Strategic Marketing
Consumer Research
Category Development
Crafting Effective Strategies
COURSE FACULTY. University and Industry leaders
Roberta Cook, Ph.D.
Cooperative Extension Marketing Economist
Dept. of Agricultural and Resource Economics
UC Davis
Leslie Butler, Ph.D.
Cooperative Extension Economist
Dept. of Agricultural and Resource Economics
UC Davis
Jan DeLyser
Vice President Marketing
California Avocado Commission
Don Goodwin
President
Golden Sun Marketing
Shermain Hardesty, Ph.D.
Cooperative Extension Economist,
Dept. of Agricultural and Resource Economics
UC Davis
Steve Lutz
Executive Vice President
Perishables Group
Jim Prevor
Founder and Editor
PerishablePundit.com
Richard Sexton, Ph.D.
Dept. of Agricultural and Resource Economics
UC Davis
Kerry Tucker
CEO
Nuffer, Smith, Tucker, Inc
Alison Worthington
Managing Director
The Hartman Group
MEET THE COURSE COORDINATOR,
Dr. Roberta Cook
Roberta Cook earned her Ph.D. in Agricultural Economics from
Michigan State University. Since 1985 she has been the Cooperative Extension Marketing Economist in the Department of Agricultural and Resource Economics at University of California, Davis. She conducts an applied research and industry outreach program focusing on the marketing and international trade of fresh fruits and vegetables, including studies on international competitiveness, and trends in consumer demand and food distribution.
In addition to her work on the U.S. food marketing system, she has extensive international marketing expertise on issues such as: modernizing domestic food distribution systems in Latin America; identifying fruit and vegetable import/export opportunities throughout the Western Hemisphere; European fruit and vegetable marketing trends; and the structure of the Mexican horticultural industry, with special emphasis on the vegetable export industries in Sinaloa, Baja California and the Bajio. She is fluent in Spanish and regularly lectures in Spanish throughout Latin America.
She currently serves on the Board of Directors of Ocean Mist Farms and Naturipe Farms, and has served on numerous other boards, commissions and advisory councils. Since 2003 she has served as Faculty Director of the California Agribusiness Executive Seminar, a program co-sponsored by the Department of Agricultural and Resource Economics at University of California, Davis, and Wells Fargo Bank.
ENROLLMENT FEES AND DEADLINES
$1750
includes all instruction, course materials, continental breakfasts, lunches and morning and afternoon coffee breaks.
Your enrollment is required by February 2, 2009. In order to improve the quality of interaction the class size is limited to 45 individuals, and registration is on a first-come, first-served basis.
If your plans change: Refunds, less a $150 processing fee, will be granted if requested at least fourteen calendar days before the course begins. At that time, you may also discuss sending a substitute. We reserve the right to discontinue, postpone, or combine classes, and to change instructors. Every effort will be made to notify enrollees of any changes or cancellations.
ENROLLING IS EASY
On-line. Enroll on-line using our registration form and secure payment site.
Phone. Call us at (530) 752-6941 and we'll be happy to enroll you over the phone. Please be sure to have your credit card handy.
Fax or Mail. Print out the course brochure, and mail or fax it with your payment to:
Postharvest Technology Research & Information Center
UC Davis, Attn: Pam Devine
Dept. of Plant Sciences, Mail Stop 2
One Shields Avenue
Davis, CA 95616
Phone: (530) 752-6941
Fax: (530) 754-4326
ACCOMMODATIONS, PARKING AND TRANSPORTATION
A full list of accommodations can be found at The Yolo County Visitor's web site. It is suggested that course participants stay at the Aggie Inn, Best Western Palm Course, or Hallmark Inn, as they are within a reasonable walking distance to the RMI Sensory Theater.
Parking. If you need to park a vehicle on campus for this workshop, please note your request for a campus parking permit on the enrollment form when you register. Parking permits will be available at the registration table upon check-in.
Airport Information. The closest airport to Davis is Sacramento International (a 25 minute drive). San Francisco and Oakland International airports are about a 1.5 hour drive. To arrange for transportation between Sacramento airport and Davis, see the Davis Airporter web site.
Link to the printable course brochure as a PDF document.
FOR MORE INFORMATION.
For Content Information:
Dr. Roberta Cook (rlcook@ucdavis.edu)
Course Coordinator
For Registration Information:
Pam Devine (pwdevine@ucdavis.edu)
Registration Coordinator
Postharvest
Technology Research Information Center
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