Perceived Value, True Costs
Business Academy masterclass – for sales and marketing professionals
22 June 2022 - 23 June 2022
Perceived Value, True Costs
The masterclass ‘Perceived Value, True Costs’ will deep-dive into the commercial capabilities of industrial sales and marketing professionals to create, price and sell value derived from sustainability. The European Green Deal – as a code of Conduct – imposes a regulatory impact on the business going forward. How to value the true costs of sustainably produced food ingredients? Top consultants provide insights on how to value intangible benefits coming from sustainable food ingredients.
“The masterclass ‘Perceived Value, True Prices’ combined the strategy of industrial marketing with the practicality of industrial sales. A true in-industry masterclass exchanging theory and best practices within the context of the food ingredients industry.”
Robbert Rosenkamp, Sales Manager at Exter
“The IFFI masterclass offered a great opportunity to reflect on sustainability in the food value chain and who should pay for it. The diverse cases presented by IFFI members demonstrated that many peer companies face the same challenges, and the connect offered by IFFI proves very valuable.”
Fokke van den Berg, Head of Marketing & Digital at DSM
Perceived Value, True Costs
Producers of food ingredients direct global supply chains, source raw materials and manufacture food ingredients with certain technical features. Sales and marketing professionals in the food ingredients industry value and sell these features such as taste, texture, shelf life, stability, food safety as tangible benefits. However, following the sustainability trend, suppliers of food ingredients today proclaim to value and sell a better world. These claims go from increased levels of animal welfare and biodiversity, deforestation prevention, no child labour or a reasonable income for farmers.
The ability to address one or more of the 17 SDG’s with a solution coming from food ingredients brings value to the table of the customer. But how to value, price and sell this solution? Will your customer demand a lower price and be part of the problem or accept a higher price and be part of the solution? Participants will acquire insights about valuing intangible benefits and they will become familiar with value selling techniques.
The masterclass will take place on the three following days:
22-23 June, 2022
6 July 2022
Wednesday, 22 June 2022
Value Creation
09.00 hrs
Welcome and registration
09.30 hrs
Opening and introduction
Halbe Vogel, IFFI
10.00 hrs
True pricing
Michel Scholte, Impact Instite
11.00 hrs
Industry best practice
Feike Swennenhuis
12.00 hrs
Lunch and networking
Value Selling
13.00 hrs
Interactive training session
To address the value of sustainability by asking power questions to define the value and get insight in unique buying reasons (UBR’s).
Heino Hovingh, Hovingh & Partners
17.00 hrs
Wrap-up and networking drinks
Halbe Vogel, IFFI
19.00 hrs
Dinner
21.30 hrs
Closing
Thursday, 23 June 2022
Value Pricing
09.00 hrs
Opening and highlights
Halbe Vogel, IFFI
09.30 hrs
Pricing value
Fokke van den Berg. DSM
10.30 hrs
Break
11.00 hrs
Industry best practice
Nancy Winkelmolen, Interfood
12.00 hrs
Lunch and networking
Value Selling
13.00 hrs
Interactive training session
To address the criteria of the solution, anticipate to objections and level up and down to question which criteria represents value.
Heino Hoving, Hovingh & Partners
17.00 hrs
Wrap-up and closing
Halbe Vogel, IFFI
Wednesday, 6 July 2022
Value Selling
09.00 hrs
Opening and highlights
Halbe Vogel, IFFI
09.30 hrs
Interactive training session
Report back the learnings and put in practice and present the true value of a sustainable solution.
Heino Hoving, Hoving & Partners
12.00 hrs
Lunch and networking (on the boat (weather permitting))
14.00 hrs
Interactive training session
Presenting the true value proposition to the customer, define the impact of the solution, anticipate feedback and get approval from the customer.
Heino Hoving, Hoving & Partners
17.00 hrs
Wrap-up and closing
Halbe Vogel, IFFI
Michel Scholte, Impact Institute
‘With the concept of True Pricing, societal and environmental costs are also to be included in the overall cost price of food ingredients. To implement this concept in the business of food ingredients successfully, requires a mutual understanding of both the producer and customer about the impact of this concept on each other’s business. Ultimately creating a more sustainable solution together with more value at a higher price level. How do you make your customer partly responsible for the solution instead of being jointly guilty?’
Michel Scholte is the Director and co-founder of Impact Institute. Committed to an economy where all products have a true price and all organisations steer on impact weighted accounts, he has been elected as ‘Minister of the New Economy’ (CSR Netherlands). This is a ceremonial role aimed at accelerating sustainable business.
Feike Swennenhuis, Bunge Loders Croklaan
‘To add value to our global supply chains is complex, but highly relevant in addressing the Sustainable Development Goals (SDG’s) of the United Nations. But sustainable solutions often put restrictions on price, flexibility, reliability and sometimes on quality and other product related criteria. To what extent are customers prepared to accept these restrictions and make a contribution to a world that succeeds instead of fails?’
Feike Swennenhuis is Marketing Director Europe at Bunge Loders Croklaan. He is an inspirational leader in the area of marketing, innovation and strategey. With over twenty years of international experience, Feike developed a unique set of marketing, R&D, consumer insight and leadership skills, approaching marketing challenges with teams in a consumer and customer centric way.
Heino Hovingh, Hoving & Partners
TRAINER DURING THE MASTERCLASS
Using True Pricing principles in the overall cost price of food ingredients, it is of extreme importance to be able to get the value confirmed and payed for by the customer. The value does not come from tangible benefits such as taste or shelf life, but it is about intangible benefits addressing global warming, personal health, animal welfare, etcetera. How to commit your customer to a higher value of food ingredients? This is a three-day session enabling participants to master value selling techniques and capture the perceived value of true costs!’
Heino Hovingh, sales and negotiation consultant and trainer, has supported renowned companies such as ABN AMBRO, Jumbo and Shell to achieve better sales and negotiation results. Before turning to entrepreneurship fourteen years ago, he occupied managing and director functions at AXA, Coca Cola and Numico.
Fokke van den Berg, DSM
‘Sustainability is at the core of DSM’s business model, supplying many biotech solutions in the food and feed industry. Addressing the global SDG’s with respect to health, energy and environment But how to extract values from these solutions? And who are the stakeholders and decision-makers at the customer?
Fokke van den Berg is Head of Marketing & Digital at DSM. He is an engaging business and marketing leader, with broad international experience in food ingredients and biotechnology, including business management, strategy and value proposition development, and digital lead generation. Sound strategic judgement, combined with an inspiring leadership style and good coaching skills.
Fokke van den berg occupied multiple roles at DSM before becoming Head of Marketing. Previously, he worked manager roles at Novozymes and Givaudan in Switzerland.
Nancy Winkelmolen, Interfood
To provide value of dairy ingredients to the customer as well as the supplier is the essence of Interfoods business model. The value can be derived from technical benefits such as new developments and technical research and service in the supply chain, but it can also include the origin and conditions of the milk produced. How do customers appreciate the intangible benefits of dairy ingredients and what are they prepared to pay a higher price?’
Nancy Winkelmolen is Technical Account Manager at Interfood Group. A FOOD professional experienced in Technical Developments and Quality services. Enthousiast partner for Customer & Suppliers.
The meeting is for sales and marketing professionals working in the food (ingredients) industry. Participants will share insights and best practices leading to a better understandig of current and future business opportunities.
IFFI members have complimentary registration.
Fee for non-members is € 1.350,- per ticket. Non-members are invited to send an email to hello@iffi.nu, to express their interest. A confirmation and invoice will be send after review.
Registration
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 are invited to send an email to hello@iffi.nu, to express their interest. A confirmation and invoice will be send after review.
* IFFI members are employed by the IFFI member companies
Venue
Mooirivier
Oude Oever 10
7722 VE Dalfsen
Hotel Accommodation
Hotel rooms in Mooirivier can be booked for the special price of €170,-.
Reservations can be made via the registration form.
