Snac World - November 2017 - 18

ELF RECAP

Haven Cockerham, B&G Foods, listens to one of the many insightful
educational sessions at the Executive Leadership Forum.

BECOME A SNACK INNOVATOR
When it comes to identifying trends, all too often food
companies analyze data that reflects what's happening in the past and not the future. "We need to get in
front of those trends," Mr. Lempert said. "That's where
the home runs are going to happen - not by chasing
them."
He then urged snack producers to give consumers a
clear choice instead of "overwhelming them with a sea
of indifference." Moreover, he challenged ELF attendees
to find alternative outlets for their products. "You need
to go into c-stores; dollar stores; supermarkets, Bed,
Bath and Beyond; IKEA - everyone who is selling food,"
Mr. Lempert said.
Throwing a gauntlet on conventional wisdom, he
even wondered why a snack aisle exists in many stores.
"Don't people buy all types of snacks? Shouldn't there
be snacks all over the supermarket based on the day
part?" he asked. "There should be a breakfast section
[or] a luncheon section."
Education also was a dominant theme of this year's
annual meeting. Mr. Lempert called it the need for
"food-ucation." "Consumers want to know more about
where their foods are coming from," he noted.
Citing a recent Nielsen Consumer Shopper Survey, Mr.
Lempert noted that around 60% of consumer purchases
are influenced by products made from fruits or vegetables and whole grains or high in protein or fiber. The
trends toward cleaner labels and fresh, local foods are
real. "These are not fads," Mr. Lempert said.

AUTHENTICITY RULES
Nearly every speaker mentioned the need for greater
transparency and how consumers - especially younger
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November 2017

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ones - don't trust "big food." That "lack of trust and
transparency" in conventional snacks prompted
Quinn Snacks to roll out its gluten-free pretzels and
better-for-you microwave popcorn, according to
panelist Ms. Lewis.
That's also why Mr. Spier's firm financially supports
startups. "There is going to be a discussion about
transparency over and over again until manufacturers give consumers what they want, which is as much
transparency as possible," he said.
Eve Turow Paul, millennial expert and author of A
Taste of Generation Yum, expounded on how food has
become part of young consumers' identities and even
has evolved into part of their personal branding in
social media.
While millennials share a lot in common, Ms. Turow
Paul cautioned against generalizing based solely on
age. Rather, she said it's technology and growing up
in the digital age - and their preoccupation with
food - that's caused "one of the most cataclysmic
changes in behavior since fire was invented."
"You can't ignore this demographic," she said. "It's
half of the world's population. The other thing you
have to keep in mind is if anyone says - 'Millennials do this. Gen Z does this.' - they are massively
overgeneralizing. But there are a few things that
separate millennials from all other generations, and
one of those things is that they're spending a massive
amount of their discretionary income on food."
Ryan Jenkins, author, columnist and millennial
expert, delved into how to engage millennials and
Gen Zers, who, together, will account for 75% of
the nation's workforce by 2025. Today, he added,
some businesses may have four or five generations
of employees working in the same company. That
could present a challenge because of a perceived
generation gap. He cited a survey that stated "52%
of workers say they're least likely to get along with
someone from another generation." He then provided
the audience of mostly boomer-aged executives with
ways to communicate to bridge that gap.
Meanwhile, Brittany Oat, founder, bSocial Strategy,
provided ideas for enhancing a company's online
reputation by maintaining a positive social media
presence and providing guidance through damage
control in the face of trouble.
Overall, nearly all ELF attendees - including 34
first-timers - took home a wealth of knowledge.
They also enjoyed the extensive array of networking opportunities that have made the conference a
historically must-attend event for leaders in the snack
industry.
And save the date. Next year's ELF will be held
Sept. 27-29, 2018, in Amelia Island, FL.
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