PRODUCT PREMIUMISATION SEMINAR

24 August 2007| Source: 19th September - Daventry - Northants, Food & Drink Innovation Network

Looking at what we eat and drink these days contrasted with what was bought ten, twenty or thirty years ago, there’s barely a comparison - we’ve all gone tastier, healthier and more convenient without even noticing it and, as you know, that’s Product Premiumisation.

It seems that if we can uncover our Platforms for Premiumisation and discover how to generate fresh and relevant improvements for our consumers, then we deserve a place in the premium-price, bigger-volume and better-profit hall of fame.

So we thought it would be good to get together a group of experts and tell us how they think it’s done! For starters we’ve got Professor Brian Turner OBE (Yes the UK’s favourite TV celebrity chef), who’ll be sharing with us his ideas on what’s next for restaurant customers and how that will influence what they will want to eat in their own homes. For many years now, through his books, programmes, lectures and restaurants Brian has influenced the British diet.

He’ll be followed by a host of other illustrious speakers who we have persuaded to share their secrets with us. More details below.

COMPANIES ATTENDING SO FAR INCLUDE:
ABP, ASDA, Ashbury Confectionery, Bighams, Bord Bia, Brakes, Buckingham Foods, Burger King, Cadbury, Carbon Trust, Carlsberg UK, Citigate Dewe Rogerson, Co-Operative Group, Dairy Crest, Food & Drink Innovation Network, Food Issues Strategy & Comms, Giles Foods, Ginsters, Glanbia Foods, Greencore Grocery, H J Heinz, Jordan's Cereals, Kerry / Henry Denny & Sons, Maguire & Co, Marks & Spencer, Masterfoods, McCain, Memory Lane Cakes, Millennium Hotel, MSTS, Muller Dairy, Nature's Way Foods, O & F Consulting, Pataks, Pepsico, Perspectiv, Premier Foods, Primebake, product perceptions, RHM Technology, Roadchef Motorways, Samworth / Bradgate Bakery, Sara Lee International, Schwan's Consumer Brands UK, Scottish & Newcastle, Superquinn, Sustainable Development Commission, Tangible, Thorntons, TNS UK, TSC foods, Tulip, UCB, William Reed, Youngs Seafood, Your Future


AGENDA

IT JUST GETS BETTER – A RESTAURATEUR’S VIEW OF PREMIUMISATION.
Chef Brian Turner OBE, TV Chef & Restaurateur Extraordinaire.
• A cook’s tour of the known gastroverse and what that means to fmcg.
• From snug to gastro-pub, big changes on the UK restaurant scene.
• Why the chef’s best friend is the butcher, the baker and the candlestick maker.
• Eating the landscape – why British cuisine and British ingredients are hard to beat.
• Tomorrow’s restaurant menus and some insights for manufacturers, brand owners and retailers.

HIGHER PRICES, HIGHER VOLUME, HIGHER PROFITS – THE BUSINESS CASE FOR PREMIUMISATION?
Chris Longbottom, Director, TNS Worldpanel UK.
• We’re all richer now – but we need some help in spending our food pound.
• Our eating habits have transformed; have we hit a gastro-ceiling or is there more to go?
• What is premium - one man’s treat is another man’s humdrum.
• Good, Better and Best – Do higher prices mean higher sales?
• Who’s buying premium – some surprises in store.

PLEASING MORE OF THE PEOPLE MORE OF THE TIME.
Chris Grantham, Director, Your Future.
• Speciality foods for the mass market – contradiction or reality?
• The man in the street has come of age – how new research tools help us to define Big Britons and tailor our products for a perfect fit.
• Pleasing more of the people more of the time – How values and behaviour come together when we set out to eat well.
• The useable future is three years out, and that’s enough for thee and me.
• Silver-lined clouds for blue-sky innovation – some hot new areas to consider.

SOMETHING VERY VERY SPECIAL FOR THE WEEKEND?
Christina Hayes, Editor, Olive Magazine.
• Delicious, handy and better for you – what makes a product worth paying extra for.
• Bash, Crash and it’s on the table – the realities of today’s home-cooked meals.
• Tray Cuisine – desk tops, dashboards and laptops are the new dining table so let’s give in and have fun.
• Something very very special for the weekend – how novelty adds value and keeps the interest at home.
• Low Carbon is the new black – counting food miles instead of calories and still coming out on top.

BACK TO HAND MADE – WHY ARTISAN IS THE NEW POSH.
Dan Degustibus, Artisan Baker, Borough Market.
• Hand crafted, hand made and hand finished. More handling makes a better bread.
• There’s gold in them there mills – better grains means better taste.
• Crust and crumb, inclusions and toppings – how the artisan baker conjures infinite variations from a few wholesome ingredients.
• Warm, fresh and on the table - how restaurateurs are pleasing their customers.
• Charging well and selling well – Behind the scenes at Borough Market.

ORGANIC, FAIRTRADE FOOD MILES AND ETHICS – CAN EVERYONE WIN?
Simon Wright, Founder, Organic & Fair Consultancy.
• Can everyone win from farm to fork?
• Do organic ingredients have to cost more and does it matter?
• Does the Fairtrade logo automatically mean a premium price?
• Will consumer concerns about sustainability change the foods we eat?
• Is food really becoming more premium or just more complicated?

PIGS, POSTCODES AND PROVENANCE – WHY PROVENANCE DOESN’T ALWAYS MEAN GOOD.
Simon Hurley – Food Business Manager - Cranborne Estates.
• Post code provenance – should the consumer be sceptical.
• Made In Yorkshire – A case study on Premiumisation through location.
• A taste of Cranborne - A case study on Premiumisation through product.
• Beyond provenance.

PUTTING IT ALL INTO PRACTICE – INTERRACTIVE WORKSHOP.
Andy Wilkins, Director, Perspectiv Innovation Agency.
Andy will take us through an exercise to help us identify the big “platforms for Premiumisation” in our categories and then show us how to take a product and premiumise it. We’ll work in teams and your peers will give a short critique of your new creation. This segment should be fun, educational, and illustrate how to put the day’s work into practice.

PLUS

* Three table team brainstormings so you can work with peers on how to take forward your new ideas.
* Buffet lunch.
* Full written documentation and website downloads.
* End of the day Q & A ... a chance to pose your questions to the panel of experts.

AND There will be a chance to win a Magnum of Bolly!

Date & Time:
Doors open for early birds: 8:00 am.
Breakfast for all: 8:30 am.
Seminar begins: 9:10 am.
Coffee/Buffet Lunch/Tea: TBC
Conference finishes: 4:45 pm latest.

Book Here http://www.fdin.co.uk/seminars/premiumisation_justfood.html

For more information:
Visit: http://www.fdin.co.uk/seminars/premiumisation_just
Contact: Jeffrey Hyman

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