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Industrial Sales in Food

Executive Program – for sales executives in BtB food

28 January 2020 | 17:00 - 31 January 2020 | 17:00

Transforming Markets, Enabling Sales

Many industrial Marketing and Sales Executives in food rely more on their ‘training on the job’ experiences than on their studies. To boost the commercial skills of Marketing and Sales Executives, the B2B food industry often turns to expensive training institutions or develops ‘in house’ training programs.

‘In-industry program’

“An Executive Program on Industrial Marketing & Sales for the food processing industry, coming from 10 years of IFFI masterclasses. Top class!” according to Ruud Peerbooms, chairman IFFI board & VP Food at Corbion.

IFFI has decided to develop this ‘in industry’ executive program together with leading professors, top consultants and industry experts. Marketing and sales executives in the B2B food environment will be equipped with insights and skills to create and capture value to its full potential.

In the module Industrial Sales of the executive program  ‘Transforming Markets, Enabling Sales’ you will learn how to develop smart sales strategies and to apply them within your own business. It is all about delivering results, updating and upgrading your sales plans by training and upgrading your set of skills.

In this 3-days modules you will be introduced to and become familiar with sales leadership and behavior, value selling, strategizing big deals and strategic negotiations.

For a detailed program please download the IFFI Academy brochure Transforming Markets, Enabling Sales’.

The 3-hour sessions are facilitated by carefully selected trainers and consultants who are acknowledged by the industry and experienced in providing industry proven concepts, methods and practices.

In powerful 1-hour sessions industry experts from the food industry share their insights and experiences on adjacent topics and real-time business cases. These ‘industry insiders’ are active in commercial disciplines representing companies further up-and-down the food value chain.

Hein Hovingh, Senior Consultant Hovingh & Partners

‘Growth is good, but it needs to be measurable’. Heino is as consultant – trainer personally taking care of the sales effectiveness of companies across the globe. Personally involved as leading consultant in negotiation, account management excellence for international sales improvement programs.


Rob Ham, Director Corporate Procurement at FrieslandCampina

A procurement leader who is experienced in optimizing procurement processes within the food ingredients domain. Value based buying, how to turn a procurement organization from cost driven to value driven and how to align current and future suppliers?


Rein Veldhuis, owner Veldhuis Retail Advies and former Sr. European Sourcing manager at Ahold

A seasoned procurement manager, experienced in sourcing food products across all kind of categories in retail. Formerly working for Ahold, now independent procurement consultant. How to provide value to the retail on one hand and secure future business with food producers on the other?


Global Sourcing Director Plant Based Commodities and Feed Upstream, Danone

A procurement expert, working in a final responsibility role for danone. Cost buying versus value selling, what is excellent sales leadership and how can this contribute to a long term customer/supplier relationship?


This executive program is developed for sales executives in the B2B food environment. They work in the international food processing industry, f.e. food ingredients, food packaging or food equipment. They are challenged by the top of their organizations to bring sales disciplines to a higher level, as individuals or team managers.


Past event, no registration possible.


Double Tree by Hilton Hotel in Amsterdam.

The Hilton Amsterdam is a hotel in Amsterdam. It is located at the Apollolaan along the Noorder Amstelkanaal, a canal connected to the Amstel river. The hotel opened officially in 1962 and is a branch of the Hilton Hotels chain. It is known for John Lennon and Yoko Ono’s “Bed-In” for peace which was staged in 1969 to protest the Vietnam War.

The Hilton Amsterdam is easily accessable for travelers arriving by train, i.e. only 5 – 10 minutes from the Central Railway Station of Amsterdam. Its facilities suit well a multi-day training with an exclusive kitchen and dining facilities as well as the spectacular SkyLounge and SkyTerrace overlooking the city centre and the Amstel river.


Accommodation is in the Double Tree Hiton Hotel and rooms can be reserved through IFFI.

Parking facilities are at the Parking Centrum Oosterdok, costs include euro 20,-/day.


28 January 2020 | 17:00
31 January 2020 | 17:00
Event Category:


+31 (6) 254 333 96


Double Tree Hilton Hotel Amsterdam
Oosterdokstraat 4
Amsterdam, 1011 DK Netherlands
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+31 (20) 530 0800
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