Jeff Hilton, cofounder and partner of BrandHive, will present a seminar on marketing trends in functional foods and beverages at the Winter Fancy Food Show in San Francisco this weekend.
Hilton’s presentation, “Trends in Functional Foods & Beverages,” will take place on Sunday, Jan. 19, at 9 a.m. in the Mascone Center. The session will educate participants not only on the state of the functional food sector today, but what it will take for functional and healthy products to increase awareness, encourage trial and engender loyalty among consumers in the future.
“The sales-growth rate in the functional foods marketplace continues to outpace that of traditional foods and beverages, presenting manufacturers and retailers with a tremendous opportunity to tap into a lucrative market that continues to gain momentum. However, despite the opportunity, the functional market carries a high degree of uncertainty and risk.” Hilton said. “As such, functional products often live or die by their brand positioning and promotion.”
Produced by the Specialty Food Association, the Winter Fancy Food Show is the West Coast’s largest specialty food and beverage trade show. As part of the 2014 Education Program, Hilton’s session will complement the 15-plus other educational seminars addressing manufacturers, foodservice and retailers at the show.