Canadian agriculture and food industries are always evolving.  With  consumers’ changing food preferences and media consumption, technological progress and uncertainty with trade relations, how are these two industries doing? What are the most important trends to watch? How are ag marketers adapting to these changing preferences? Do plan to attend this unique event.

Cost to attend:  $95.00 plus GST (lunch included)

Schedule of Events

8:30AM – 9:00AM Registration

9:00AM – 9:15AM Welcome message

9:15AM – 10:15AM An overview of Canadian and Québec agriculture
The Canadian agricultural sector continues to show economic growth. Vincent Giard will present an overview showing how Canadian and Québec agriculture are similar and what makes Québec agriculture unique.

Vincent Giard, P.Ag., MBA
Vice-President, Quebec Operations
Farm Credit Canada
Vincent Giard holds a Bachelor of Science degree in Agrology from Campus Macdonald of McGill University and a Master of Business Administration (MBA) from HEC Montreal, in finance and marketing. Vincent has been with Farm Credit Canada (FCC) for 28 years. He has held senior positions of increasing responsibility, including eight years as Vice-President of Operations for Quebec and one year at corporate office in Regina, Saskatchewan, as Vice-President of Credit. In his current role, he is in charge of Quebec Operations and is a member of the FCC Senior Leadership Team. He is particularly interested in economic issues related to agriculture and the agri-food value chain, the strategic market positioning of companies as well as corporate leadership.

10:15AM – 10:30AM Coffee break

10:30AM – 11:30AM Trends in the food industry
The food processing industry has annual sales of $28 billion in Québec. While consumers’ food preferences are changing and the provincial government set ambitious target for this industry, find out how  the food processign industry is responding to these trends.

Sylvie Cloutier
President - Chief Executive Officer
Conseil de la transformation alimentaire du Québec (Québec Food Processing Council)
Since 2010, Sylvie Cloutier has been the President – Chief Executive Officer of the Quebec Food Processing Council (CTAQ). Ms. Cloutier first held the position of Vice-President, Communications and Public Affairs at CTAQ from 2003 to 2010. Before joining CTAQ, she was Vice-President of Communications for the Canadian Council of Grocery Distributors (CCDA) and Executive Director of the Canadian Grand Prix New Product Awards from 1999 to 2003. She is also involved on many boards.

11:30AM – 1:00PM Lunch

1:00PM – 2:30PM Marketing Professionals Panel Discussion
Year in and year out, the specialized federations invest close to $60million  in promotion and advertising. Strawberries, raspberries, apples, maple products, pork, poultry, eggs, veal, milk, potatoes, blueberries, lamb, honey, rabbit, vegetables and grains, the whole plate is well represented.

The secret ingredient that makes advertising work, for agriculture in Quebec, will be revealed (in part) by an expert panel of marketing professionals at the Best of CAMA conference.  How are these marketers addressing both consumers and farmers? How did social media change their approach? What trends in communication do they see?

Panelists

Julie Gélinas Marketing Director Les Producteurs de lait du Québec (Quebec Dairy Milk Producers Federation)

Nathalie Langlois Director of Promotion, Innovation, and Market Development Fédération des producteurs acéricoles du Québec (Maple Syrup Producers Federation)

Danielle Vaillant Marketing Director Éleveurs de porcs du Québec (Quebec Pork Producers Federation)

Moderator: Luc Gagnon Internet and advertising consultant CyberCréation.net