Pricing Inflation
Masterclass
20 April 2023 - 21 April 2023
Over 2022 we have experienced an overall inflation rate of 10% with some months peeking at 14%. In other words, the value of the euro has reduced with 10% and we can buy less for 1 euro today than we could yesterday. The availability of energy and raw materials such as grains and vegetable oils pushed food prices in 2022 even further up to 60% for sunflower oil, 35% for butter, margarine and sugar and 30% for cheese and 25% for fresh milk (CBS december 2022). If the industry also faces these type of price increases in 2023, how does this affect the price setting strategies? Will the industry experience a drastic shift in product categories changing from premium branded products to private label branded products? Will the industry be able to deliver the same value for more money and will the consumer be able to pay the higher prices? Many of these questions arise among marketing and sales professionals in the food ingredients industry. Many of these questions will be addressed in this masterclass, with the help of industry experts and top consultants.
The two-day masterclass ‘Pricing Inflation’ is about pricing strategies. How to develop and implement different pricing strategies when dealing with inflation? Marketing specialists and sales professionals will offer a better understanding of the phenomenon of inflation affecting their business, in a BtC and BtB market context. At the same time, they will teach participants how to implement a pricing strategy, both from a marketing and sales perspective. Top consultants will share their latest insights and best cases on pricing in the international food arena.
Thursday, April 20, 2023
Module 1
09:30-10:00
Registration
10:00-10:05
Welcome, Opening & Introduction
Arjen Brasz, Simon-Kucher & Partners and Halbe Vogel, IFFI
10:05-11:15
Pricing in high volatile markets
How to deal with inflation in high volatile markets? Tjalling will share his experiences in achieving prices with customers both in 2022 and 2023, two consequetive years of extremely large price differences. Benno will introduce the participants to setting prices as part of the overall product strategy at times of high inflation.
How to adjust and anticipate to inflation in high end, value added markets? And Pieter will provide an insight in governing the pricing process within a global sales organization of FrieslandCampina Ingredients.
Benno van Mersbergen, Pieter Blomjous, and Tjalling Bekker, FrieslandCampina
11:15-11:45
Break
11:45-12:45
Pricing in Practice
How can the position in the chain be safeguarded in times of major price fluctuations?
Rene will share his experiences as commercial director of Limagraín.
Rene Coenen, Limagrain
12:45-13:30
Lunch
Module 2
13:30-15:00
Inflation & Pricing Strategies
Topic: Rocketing up, parachuting down
Arjen and Kai will provide some strategic insights from their consultative perspective on setting prices at times when inflation is going through the roof and when prices are rock bottom low. Followed by a case study from a business practice which will be analyzed and evaluated by the participants of this module.
Arjen Brasz & Kai Chen, Simon-Kucher & Partners
15:00-15:30
Break
15:30-17:00
Inflation & Pricing Strategies
Topic: Structuring the pricing process
How to put the right structure, governance and tooling in place to roll out a successful pricing strategy? Again, Arjen and Kai will provide some strategic insights from their consultative perspective on structuring the pricing process. Followed by several case studies from a business practice which will be analyzed and evaluated by the participants of this module.
Arjen Brasz & Kai Chen, Simon-Kucher & Partners
18:00-21:00
Drinks & Dinner at NENI Amsterdam
Friday, April 21, 2023
Module 3
09:00-10:00
Inflation? Stress testing the pricing system!
How to deploy a solid pricing ecosystem that withstands extreme market conditions, both in high added value and commodity driven markets? Times of high inflation are the perfect stress test for your pricing capabilities. Joris and Jack will share their perspectives on how to realize lasting pricing excellence by addressing the 4 key pricing operating model dimensions – People, Process, Data & Technology.
Joris Smits and Jack Carey, Cargill
10:00-10:30
Break
10:30-11:30
Inflation & Impacting demand and supply
How has inflation in 2022 effected the global balance of demand and supply of raw materials for food? And when the balance between demand and supply will be stabilized again, how will this affect the demand and supply in 2023 and beyond? Sebastiaan will share some studies and insights from 2022 as well as provide the participants with some price projections in the months to come.
Sebastiaan Schreien, Rabobank
11:30-12:00
Wrap up & Closing
Halbe Vogel, IFFI
12:00-13:00
Lunch
Rene Coenen, Commercial Director, Limagrain
Rene Coenen is the Commercial Director of Limagrain Ingredients and is responsible for the marketing and sales activities of grain specialties such as functional flours and expanded cereals. Rene has a broad background in commercializing food ingredients in an international B2B environment. Traditionally known for establishing personal and long-lasting relationships between suppliers of ingredients and food producers.
Tjalling Bekker, Commercial Director Food & Beverages, FrieslandCampina
Tjalling Bekker has a 15 year+ background working for FrieslandCampina and FrieslandCampina Kievit. He currently occupies the role of Commercial Director Ingredients. In his previous role as Commercial Director Food & Beverages, Tjalling was heavily involved in selling performance and active nutrition. He has been responsible for sales on a more global scale, managing accounts in Latin America, Africa and the Middle East and worked as Sales Manager in Buenos Aires for two years.
Tjalling Bekker studied Business and Managerial Economics at the Vrije Universiteit Amsterdam.
Benno van Mersbergen, Director Product Strategy and Marketing, FrieslandCampina
Benno van Mersbergen has a 15+ year background working for FrieslandCampina in many business and product management roles. Currently in his role as Director Product Strategy and Marketing, Benno is responsible for the overall strategy and marketing of different product groups. Benno is a true industrial marketeer working in the industrial, global markets of food ingredients. Pricing strategies falls within this scope as well.
Benno studied Industrial Engineering and management Sciences at the Eindhoven University of Technology.
Pieter Blomjous, Finance Director Ingredients, FrieslandCampina
Pieter Blomjous has 9 experience in finances working for banks like Fortis Bank, Nomura and Rabobank. In 2018 Pieter joined FrieslandCampina and is currently working as Finance Director for FrieslandCampina’s global commercial organization (global sales, customer support, commercial and digital excellence, planning and business development). Generating 1 billion euro turnover in sales.
Pieter graduated in Systems Engineering at the Delft University of Technology.
Arjen Brasz, Partner, Simon-Kucher
Arjen is a Partner at Simon-Kucher. His work focuses on commercial optimization in B2B environments. He specializes in growth strategies, sales excellence, value pricing, and profit improvement. Over the past few years, he has mainly worked in Europe and the US, where he led various global commercial transformation programs, from strategy development to implementation support.
Arjen is a thought leader in his field. He wrote a number of publications in leading journals and is a regular speaker at conferences and seminars. Arjen studied at the Rotterdam School of Management at Erasmus University, and at the Harvard Business School in Boston.
Kai Chen, Manager, Simon-Kucher
Kai Chen is consultant at Simon-Kucher. Here he advises global consumer goods and retail companies on topline strategy. He is also co-founder of Toronto-based start-up impact fund True North. True North is one of the leading suppliers of PPE to the Canadian government.
He studied Management at Ontario’s Ivey Business School and Geography at Western University.
Joris Smits, Global Director Strategic Pricing – Commercial Excellence, Cargill
Joris Smits has an extensive track record as a pricing leader in different roles in Cargill as well as a background in consulting (PWC, Simon-Kucher & Partners and flowresulting). In his current role as Global Director Strategic Pricing – Commercial Excellence, Joris oversees the strategic pricing deployment roadmap for Cargill’s Food Ingredients and Bio-Industrial Enterprise. Joris is the author of the book ‘Pricing Power’ and a regular keynote speaker.
Jack Carey, Global Associate Manager Strategic Pricing – Commercial Excellence, Cargill
Jack Carey is a member of the Cargill Food Ingredients and Bio-Industrial Enterprise Strategic Pricing Capability. His portfolio of projects cover pricing innovation & new capability building, price optimization and commercial operating model design to support a wide array of Cargill businesses. He has held earlier positions in consulting organizations, working across clients in the B2B agrifood & chemicals and B2C retail space, on a number of commercial-strategic and pricing topics.
Sebastiaan Schreien, Senior Analyst F&A Nederland, Rabobank
Sebastiaan Schreijen has been working at RaboResearch Food & Agribusiness for over twelve years. In that time he has seen and assessed hundreds of companies, investment cases, trends and hypes in consumer foods.
Private labels, healthy eating, sourcing strategies, online shopping, consolidation; Sebastiaan’s visions and ideas span the entire food chain. From food processing, food retail, restaurants and caterers to consumer behaviour.
Before starting his career at Rabobank, Sebastiaan spent ten years at another bank as an equity analyst. He studied financial economics at the Free University in Amsterdam.
Registration
The masterclass is for professionals and specialists working the area of sales and marketing within the food (ingredients) industry. Participants will share insights and best practices.
From 1 March 2023, registration is open for members and non-members:
- IFFI Members: participation is covered by the membership fee. *
Please register by filling in your login details - Non-members: € 1.350,- (excl. VAT); Non-members can complete the registration form. After validation, an invoice will be sent.
* IFFI members are employed by the IFFI member companies
Registration
The IFFI masterclass includes lunch, dinner and drinks.
Hotel costs are excluded.
From 1 March 2023, registration is open for members and non-members:
- IFFI Members: participation is covered by the membership fee. *
Please register by filling in your login details - Non-members: € 1.350,- (excl. VAT); Non-members can complete the registration form. After validation, an invoice will be sent.
* IFFI members are employed by the IFFI member companies
Venue
Office Simon-Kucher
Infinity Building, 5th floor
Amstelveenseweg 500
1081 KL Amsterdam
Hotel accommodation (optional)
Hotel costs are not included in the IFFI membership fee. Hotel bookings have to be arranged and paid by the participants themselves.
In the vicinity of the Infinity Building, hotels in different price categories can be found. Check Expedia or Booking.com for availabilities.
Dinner
NENI Amsterdam
Stadionplein 8
1076 CM Amsterdam
Website NENI
