Europe Trip: Travelling Strategic Routes to Market
The Executive Council Trip 2026 is an invitation-only, two-day strategic program for senior leaders in the food ingredients industry, hosted in a leading food and innovation hub in Europe. The meeting brings together Executive Council members for high-level dialogue and curated company visits to organizations that are actively redefining how value is created and captured across the food value chain. With Route to Market as the central theme of the IFFI 2026 program, the trip focuses on how ingredient manufacturers can strengthen their strategic positioning by aligning innovation, partnerships and go-to-market models with evolving consumer and customer needs—across both Retail and Out-Of-Home (OOH) channels. Senior executives from the host companies will share their strategic route-to-market choices, outlining the rationale behind key investments and organizational shifts required to remain relevant partners within increasingly complex food ecosystems. Through perspectives from food retail, food manufacturing and food ingredients, Executive Council members will explore real-world case studies, including both proven successes and critical learnings. This Executive Council Trip is designed to support informed board-level reflection and strategic exchange, offering insights into how innovation can be effectively leveraged to create value from ingredients—while navigating global economic pressures and changing consumer dynamics.
