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“IDEATION FRESH” Foodservice Forum At New York Produce Show And Conference To Tackle Produce Procurement ‘Disconnects’

The New York Produce Show and Conference is an unusual event in that it serves buyers from all sectors of trade — retail to be sure, but also massive wholesale buyers, substantial exporters, processors, overseas importers and, of course, foodservice operators and distributors.

New York is the very center of culinary trends in America, and so it is only appropriate that we created special event, the “IDEATION FRESH” Foodservice Forum to co-locate with The New York Produce Show and Conference.

This event, now in its third year, keeps growing because it’s a serious effort to address the issues that block foodservice from using produce to meet USDA goals of a half-plate of produce. It also looks to remove barriers that prevent produce from playing the role it could in reducing obesity.

This year, we are looking at hardcore “nuts and bolts” issues, such as the disjunctions and disconnects in the supply chain that serve as barriers that keep produce consumption down.

What happens between a chef and the procurement executives in one’s own company?

How do vendors interact with foodservice buyers?

How do distributors interact with both operators and vendors?

We have put together an incredible assemblage of talent to help make progress on these important issues.

It is always a great program… look here for the 2011 program and here for 2012… but this year will be truly exceptional. We are proud to unveil the “IDEATION FRESH” Foodservice Forum 2013 program:

…Addressing Menu Planning,
Produce Procurement and Partnerships

It’s one thing to create wonderful menu items featuring fresh fruits and vegetables, but when
it comes to actually putting produce on the plate 365 days a year, it’s another thing entirely!

Thursday, December 12, 2013
New York Hilton Midtown Hotel, New York City


7:00am – 8:00am:  Registration:  
New York Hilton Hotel — 2nd Floor-Gramercy Room

8:00am – 8:30am:  Continental Breakfast
New York Hilton Hotel


8:30am – 8:45am:  Welcome Remarks/Introductions
New York Hilton Hotel
Speaker: Jim Prevor/PRODUCE BUSINESS

New York Hilton Hotel
Description: What is hot in the New York restaurant and foodservice world? Who are the movers and shakers of the latest food trends? Where does FRESH PRODUCE fit in?
Speaker: Chandra Ram/PLATE MAGAZINE

9:30 – 10:15 am:   CHEF DEMO ONE
New York Hilton Hotel
Description: Cooking with Fruit
Chef Kerry Heffernan
(Assisted by culinary school students from ICE,
Le Cordon Bleu and Johnson & Wales)

10:15am – 10:30am
Beverage and Conversation Break
New York Hilton Hotel

10:30am – 11:30pm:   PRODUCE ON THE MENU
New York Hilton Hotel
Description: One of the best known and most quoted menu analysts in the restaurant industry, Nancy Kruse will discuss the challenges and opportunities of featuring produce on menus in both chain restaurants and upscale white tablecloth eateries. Nancy’s presentation will be menu-driven and focus on opportunities for produce sales, especially as these relate to day-parts, meal-parts, breakout performers and overall trends.
Speaker:   Nancy Kruse
President, The Kruse Company

11:30pm – 12:45pm:   DISCUSSION PANEL 1 – Partnerships In Procurement For Chain Restaurants
New York Hilton Hotel
Description: Quality, availability and price have to weigh in as top factors in putting produce on menus in the nation’s chain restaurants. This panel will discuss entire process of developing menus and executing the produce plan for the chains to get the produce on plates for multiple restaurants 365 days a year.
Moderator:  Ellen Koteff, former Editor-In-Chief, Nation’s Restaurant News
Panelists: Rich Dachman, Vice President of Produce, Sysco
Peter Grannis, Director of Produce, Maines Paper & Food Service
Cathy Leffingwell, Director Produce Supply Chain, Brinker Intl
Shelley Oenbrink, Manager Distribution & Logistics, Brinker Intl
Jeremy Leech, Executive Chef, Fresh & Co.
Paulette Satur, Owner, Satur Farms

12:45pm – 1:00 pm:  IDEATION FRESH Menu Challenge
New York Hilton Hotel
Description: Room will be divided into small groups with challenges posed to create menu items that involve produce staples and specialties on 50% of the plate.
Speaker: Jim Prevor/PRODUCE BUSINESS

1:00 pm – 1:45pm:   Ideation Break Out Luncheon
New York Hilton Hotel
Description: Small groups work on ideation of menus based on each challenge presented.

1:45 – 2:15 pm: Presentation of Small Groups/Discussion of Challenges Ahead
New York Hilton Hotel
Description: Each group will report back with their menu creations and then a discussion of the challenges and opportunities will follow. Students from Culinary Schools will lead presentations of menus.
Facilitator: Tim York, Markon

2:15 – 3:00:  CHEF DEMO TWO
New York Hilton Hotel
Description: Cooking with Vegetables
Chef Alain De Coster, International Culinary Center of NY
Assisted by culinary school students from the International Culinary Center, ICE, Le Cordon Bleu and Johnson & Wales)

3:00 pm – 4:15 pm:   DISCUSSION PANEL 2 –
Partnerships In Procurement
For White Tablecloth Restaurants
New York Hilton Hotel
Description: When a restaurant can charge $150 a plate, produce procurement may not seem to be a big obstacle. Need locally grown microgreens in the winter? No problem. A case can be delivered within 24 hours. But is it that simple? This panel of produce distributors and restaurateurs will discuss the pitfalls of produce procurement in the rarified world of fine dining.
Moderator: Caroline Perkins, President, The Foodservice Content Company
Tim York, CEO, Markon
Joel Panagakos, Exec. VP Business Development,  J. Kings
Michael Muzyk, President, Baldor
Ben Pollinger, Executive Chef, Oceana Restaurant
Maricel Presilla, Chef-Owner,
Cucharamama, Zafra, Ultramarinos

4:15pm – 4:30 pm   WRAP UP
New York Hilton Hotel
Speaker: Jim Prevor/PRODUCE BUSINESS


If you want to be part of the solution and if you want to capitalize on the opportunities in front of the foodservice industry, you’ll want to be here.

To register or get additional information let us know here.



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