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The New Normal in food

Masterclass Innovation – for innovators in food

15 October 2020 | 12:00 - 16 October 2020 | 17:00

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How to work with your customers online?

In November 2019 IFFI organized a masterclass ‘E-commerce in B2B Food’. Commercial managers were introduced to digital technologies and online sales and marketing practices. Now, almost one year later, we must rely heavily on our online sales, marketing and innovation capabilities. For those who like to further develop these digital skills, this masterclass will be very helpful to collect and connect with prospects, deliver online contributions to customers and convert innovative business. How do producers of food ingredients, operating in international B2B food environments, become online successful?

IFFI facilitates this two-day masterclass for managers and professionals in sales, marketing and innovation who wish to exchange their experiences regarding meeting potential customers and working with existing customers online. The participants will be introduced to different aspects/ topics of the digital selling & innovation process such as Online Selling, Remote Coaching and Online Innovation. Digital specialists and industry experts will share insights and best cases. But, more important, they will train you on site.

Thursday, 15 October 2020

13.00 hrs

Module 1 – Online Selling I (interactive training session) – Ferry van Beek, Social.One

With more than 700 million users, 40% of whom use it daily, LinkedIn is the largest professional network in the world. If you look a little further, you will see that there are 90 million senior professionals on LinkedIn who have a direct influence on important purchasing decisions. In addition, 63 million key decision makers and more than 10 million C-level executives are present on LinkedIn. All in all, a very interesting platform.

But, how do you find your key influencer or decision maker on LinkedIn, how do you connect with him or her, and how do you subsequently capitalize on that relationship? You will receive the answer to these questions on Thursday 15 October. Perry van Beek will guide you step-by-step, in a live online workshop, through an effective acquisition process via LinkedIn.

15.00 hrs


16.00 hrs

Module 1 – Online Selling II (Q&A session) – Ferry van Beek, Social.One

17.00 hrs

Wrap up

Friday, 16 October 2020

09.00 hrs

Module 2 – Remote Coaching I (interactive session) – Bernard Zimmermann & Bert Krijnen, Con-TACT

10.30 hrs


11.00 hrs

Module 2 – Remote Coaching II – Bernard Zimmermann & Bert Krijnen, Con-TACT

12.00 hrs

Lunch break

13.00 hrs

Module 3 – Online Innovating I (interactive training session) – Kees Froeling, STUDIO.WHY

Actually, it is more a serious game so you can experience yourself how to cope with the restrictions caused by Covid-19 and benefit from the possibilities it has given us.

In this session you will:

  • experience digital tools that supports innovation
  • get insights about how to innovate with Dutch Design Thinking
  • get to know other participants better
  • get answers to most of your questions

We will start with a brief introduction of the main tool that we will use, namely Miro. You will work in teams during a serious game, thriving to come up with a solution for a challenge. Along the way you will experience how you can utilize online tools to work remotely together. At the end we will have some reflection and time to answer questions that you have.

In order to fully benefit from this session, you are kindly asked to register for a free account at www.miro.com and use Google Chrome during the session. Please be advised not to use Citrix, as it will cause interruptions.

Please use a desktop or laptop with camera and microphone/speakers or headset. We will facilitate this session via a business account on Zoom and Miro.

15.00 hrs


15.30 hrs

Module 3 – Online Innovating II (interactive training session) – Kees Froeling, STUDIO.WHY

17.00 hrs

Conclusions and wrap-up

Perry van Beek, Linkedin Social Selling Expert, Social.One

Perry van Beek, author of Linkedin Sales Navigator for Dummies, trains sales people in the international B2B environment to use Linkedin successfully to generate leads, make appointments and influence buying decisions. Travelling around the world, spending high travel expenses and trying to get appointments with prospects who are too busy to see you. Is there another way? Yes, meet your future customer online. How? You’ll experience it in this work session!

In a 4 hour session you will work in small group sessions via Zoom Rooms on different small assignments. And learn to collect and connect with key accouns and prospects online and convert that into business. Key element of this training is to be able to position yourself as an acknowledged industry expert and trusted business partner online!

Bernhard Zimmermann, Partner, Con-TACT International

Over the years Bernhard has developed extensive experience in the area of virtual collaboration. His specialty is virtual leadership and virtual teamwork on various platforms. He supports clients to become highly effective in this area through tailored solutions in coaching, facilitation, or training formats.
Bernhard has more than 15 years of professional management experience in R&D with Unilever. How to effectively organize team sessions online?

In this session you will become aware of your presence in online meetings and how to participate and steer the conversation with peers, colleagues, and customers. Important aspect of this session is to restore connectivity, anticipate to other expectations and use your seniority to steer a meeting.

Kees Froeling, Partner, StudioWHY

Kees is co-founder of the Dutch Design.school and partner of STUDIO.WHY, an innovation & design studio anno 2020. In a highly interactive session we do an online sprint, in which we work on an innovation case and learn to tackle this online. We use the online whiteboard MIRO and Dutch Design Deltas format. How to innovate online and convert the outcome to clear results?

In this 4 hour session you will work via Zoom with small groups on a case and learn-by-doing to participate in online innovation projects. Covering different aspects of the innovation proces in this time of The New Normal. You will become familiar with modern day technologies helping you to faciliate the innovation process internally (with colleagues) and externally (with customers).

This masterclass is for innovation, sales and marketing executives of the IFFI member companies as well as executives in the food industry working for ingredient manufacturers and traders. Participants are interested in developing their online sales, marketing and innovations skills.


  • The IFFI Masterclass includes dinner, lunches and drinks and excludes eventual accommodation costs.
  • For IFFI members participation is included in the membership fee.
  • For non-members tickets costs 300,00 per module and 50,00 euro for dinner.


Online event hosted from the IFFI studio.


Not applicable.


15 October 2020 | 12:00
16 October 2020 | 17:00
Free – €300.00
Event Category:


Online event


+31 (6) 254 333 96