39TH Annual Snack Food Association
EXECUTIVE LEADERSHIP FORUM
September 20-22, 2015
The Greenbrier
White Sulphur Springs, West Virginia
CFA Convenience Foods Association®
Be a part of
the tradition.
CONNECT. REFLECT. PREPARE.
SFA’s 39th Annual Executive Leadership Forum begins on Sunday,
September 20, with a reception and dinner outside on Kate’s Mountain.
The educational offerings begin Monday, September 21, with David Schmidt,
President and CEO, IFIC, presenting an overview of the 2015 IFIC Foundation
Food & Health Survey. Learn which topics are resonating with your customers
in this era of consumer confusion and how well they can filter through the
noise. Next, a retailer panel with Chris Coborn, President and CEO, Coborn’s
Inc., and Trent Brookshire, Senior Vice President and Division Manager,
Brookshire Grocery Co., will talk about the direction of their businesses
in the snack category.
On Tuesday, September 22, we’ll hear from Lisa Walsh, Senior Vice
President of Sales, PepsiCo, and Board Member of NEW (Network of
Executive Women), and Chair Marketing and Communications, who will
discuss NEW’s mission to attract, retain, and advance women in the retail
and consumer products industry. Next is Jonathan Perelman, Vice
President, BuzzFeed Motion Pictures, who will address how to create
shareable, social content and offer insights into how to maximize its reach
and impact. The morning will close with Laura Ingraham, #1 Woman in
Political Radio, adoption advocate, and cancer survivor, who will talk about
how we miss the signs of trouble (political, economic, cultural) in our daily
lives and the solutions for tackling them, in her substantive, passionate,
hilarious, and always thought-provoking presentation.
Both Monday and Tuesday afternoon will offer recreational networking
opportunities, including the annual golf tournament, fishing, hiking,
off-roading, skeet shooting, gambling instruction and much more.
The Greenbrier is an award-winning resort
located in White Sulphur Springs, West Virginia.
As a National Historic landmark, The Greenbrier’s
classic architecture, exquisite interior design,
carefully sculpted landscape, impeccable service,
and outstanding amenities have hosted distinguished
guests from around the world since 1778.
Combining graciousness of the past with exceptional
comforts of today, a new era of elegance awaits
you at The Greenbrier.
keynote speakers
2015 EXECUTIVE LEADERSHIP FORUM
Jonathan Perelman
Vice President, BuzzFeed Motion Pictures
Former Global Lead for Industry Relations, Google
TUESDAY September 22 9:30 – 10:30 am
GROWING YOUR BUSINESS WITH SHAREABLE CONTENT
Perelman believes that “content is king but distribution is queen—and she
wears the pants.” Pulling from his extensive experience at two of the world’s
most successful and influential brands, he shows audiences how to tell their
story in a genuine, authentic, and meaningful way that generates word of mouth
marketing at the Internet scale. With great energy and stage presence, he breaks
down the tactics and mindset that propelled Buzzfeed from a small blog to a
cultural phenomenon read by millions of people worldwide (including the
President of the United States). Perelman not only addresses how to create
shareable, social content but also offers insights into how to maximize its reach
and impact.
Laura Ingraham
#1 Woman in Political Radio, Adoption Advocate
and Cancer Survivor
TUESDAY September 22 10:45 – 11:45 am
WASHINGTON VERSUS THE PEOPLE: HOW TO GET THE
GOVERNMENT WE DESERVE
Can the country really thrive and remain the envy of the world when our
public continues to be so fed up with both political parties? Why is confidence
in our elected leaders at a record low? How can we the people get the
leadership we truly deserve? We are often so busy with our daily lives that
we miss signs of trouble—political, economic, and cultural—and the
solutions for tackling them. These are some of the questions Laura Ingraham
tackles in her substantive, passionate, hilarious, and always thoughtprovoking speeches to business, academic, and issues-oriented audiences
across America.
meet the retailers
2015 EXECUTIVE LEADERSHIP FORUM
MONDAY September 21 9:45 – 11:45 am
Chris Coborn
President and CEO, Coborn’s, Inc.
Coborn’s is an employee-owned company that includes 120+ retail locations
throughout the Midwest with new stores on the way. With more than 7,500
employee owners, it strives to be the best place to work and the best place to
shop! Coborn’s, Inc. has grown from one store opened by Chester Coborn in
1921 to an operation with numerous retail locations today.
With Chris Coborn as President and CEO, last year’s revenue was $1.2 billion.
The company operates three primary retail formats: Coborn’s, Cash Wise, and
Save-A-Lot. It has stores in six states, including Minnesota, Wisconsin, Iowa,
Illinois, South Dakota, and North Dakota. Coborn’s prides itself on its corporate
citizenship and emphasizes the importance of giving
back to the communities it serves by tailoring its
support to meet each community’s specific needs.
Trent Brookshire
Senior Vice President and Division Manager,
Brookshire Grocery Company
Brookshire Grocery Company has a rich history dating back to 1928. The
company is committed to putting people first and providing the best for its
customers and employees—approximately 13,000 people known as “partners.”
Brookshire Grocery Company operates a chain of grocery stores in Texas,
Louisiana, and Arkansas. Trent Brookshire, Senior Vice
President and Division Manager, is responsible for all
aspects of operations in four districts. Trent is involved
in developing strategic plans for the overall direction.
keynote speakers
2015 EXECUTIVE LEADERSHIP FORUM
David B. Schmidt
President & CEO, International Food Information
Council (IFIC) and Foundation
MONDAY September 21 8:30 – 9:30 am
CONSUMER TRENDS IN FOOD AND HEALTH
With food conversations increasingly featured in social and mainstream media,
Dave will provide an overview of the 2015 IFIC Foundation Food &
Health Survey, the 10th edition of this annual survey, which examines
US consumer attitudes toward food safety, nutrition, technology, and
International
other topics. Learn which topics are resonating with your customers
Food
in this era of consumer confusion and how well they can filter through Information
Council
the noise.
Lisa Walsh
Senior Vice President of Sales, PepsiCo.
Board of Director & Chair Marketing and Communications,
Network of Executive Women (NEW)
TUESDAY September 22 8:30 – 9:20 am
HELP CREATE A BETTER WORKPLACE FOR ALL
As a NEW (Network of Executive Women) Board Member and Marketing Chair,
Lisa will discuss NEW’s movement for workplace change. Gain an understanding
of NEW’s vision and mission, and how you can leverage NEW’s learning programs
to advance women’s leadership, build your business and create a better
workplace through transformation.
YOU WILL WALK AWAY FROM THIS SESSION WITH—
• An understanding of the mission and
accomplishments of NEW
• The importance of educating industry leaders
about the benefits of gender diversity
• Actions to take to achieve the benefits of
attracting, retaining, and advancing women
distinguished
sponsors
2015 EXECUTIVE LEADERSHIP FORUM
A.C. Horn Manufacturing
Kliklok-Woodman
Baptista’s Bakery, Inc.
Land O’Lakes Global Dairy Products
BluePrint Automation
LifeSpice Ingredients
Bryce Corporation
Overwraps Packaging, Inc.
Carolina Ingredients
Packaging Corporation of America
C-P Flexible Packaging
Printpack
Evans Food Group Ltd.
Rudolph Foods Company
Fuchs North America
Savor Seasonings
Heat and Control, Inc.
Shearer’s Foods LLC
Kerry, Inc.
tna north america, inc
by invitation only
SnackPAC Reception
SFA’S POLITICAL ACTION COMMITTEE FUNDRAISER
Sunday, September 20
|
6:00 – 7:00 pm
|
North Parlor
DISTINGUISHED GUEST
Elizabeth Avery
Vice President, Global Public Policy and Federal
Government Affairs of PepsiCo.
$300 Couple
|
$200 Single
|
Resort Casual Attire
program schedule
2015 EXECUTIVE LEADERSHIP FORUM
SATURDAY September 19
6:00 – 9:30 pm
Chairman’s Reception/Dinner
Vineyard Room
(Invitation Only)
SUNDAY September 20
7:30 – 8:30 am
Executive Committee Meeting
Washington Room
(Invitation Only)
8:45 – 11:00 am
Board of Directors Meeting
Chesapeake Bay & Terrace
(Invitation Only)
12:00 – 7:30 pm
Registration Opens
Chesapeake Bay Room
6:00 – 7:00 pm
SnackPAC Reception
North Parlor
7:00 – 10:00 pm
Opening Reception/Dinner
Kate’s Mountain
OPTIONAL ACTIVITY
12:15 – 2:00 pm
Bunker Tour with Lunch
MONDAY September 21
7:30 – 8:00 am
Plated Breakfast
Chesapeake Ballroom
8:00 – 8:15 am
Welcome
Chesapeake Ballroom
Lisa Stern Committee Chair
8:15 – 8:30 am
SFA Overview
Tom Dempsey CEO
8:30 – 9:30 am
David B. Schmidt
President & CEO, International Food
Information Council (IFIC) and Foundation
9:30 – 9:45 am
Break
9:45 – 11:45 am
Retailer Panel
Chris Coborn, Coborns, Inc.
Trent Brookshire,
Brookshire Grocery Company
OPTIONAL ACTIVITIES
12:15 – 5:30 pm
Golf Tournament
The Meadows Course
2:00 – 3:30 pm
Hike the Cohosh Trail
2:00 – 4:00 pm
Winning Wardrobes and Wonderful Wine
6:45 – 11:00 pm
Lewisburg Dine-Around
program schedule
2015 EXECUTIVE LEADERSHIP FORUM
TUESDAY September 22
7:45 – 8:30 am
Buffet Breakfast
Chesapeake Ballroom
8:30 – 9:20 am
Breakfast with Lisa Walsh
Senior Vice President of Sales, PepsiCo.
Board of Director and Chair Marketing
and Communications, Network of
Executive Women (NEW)
9:20 – 9:30 am
Break
9:30 – 10:30 am
Jonathan Perelman
Vice President, Buzzfeed Motion Pictures
Former Global Lead for Industry Relations,
Google
10:30 – 10:45 am
Break
10:45 am – 11:45 am
Laura Ingraham
#1 Woman in Political Radio, Adoption Advocate and Cancer Survivor
OPTIONAL ACTIVITIES
1:30 – 5:00 pm
1:30 – 4:00 pm
2:00 – 5:00 pm
2:00 – 4:00 pm
Fly Fishing on Howard’s Creek
Gun Club – Skeet & Trap
Off-Roading
Gambling Instruction
7:00 – 11:00 pm
“Come Fly with Me” Closing Reception/
Dinner with Amazing Entertainment
Crystal Room/Chesapeake Ballroom
Black Tie Optional or Dark Suit
Evening Attire
optional activities
2015 EXECUTIVE LEADERSHIP FORUM
SUNDAY September 20
12:15 – 2:00 pm
Bunker Tour with Lunch
During the height of the Cold War, the U.S. Government built a relocation
facility for Congress at The Greenbrier, and today the resort offers tours
of this once top-secret bunker. Built in conjunction with an above ground
addition to the hotel, the West Virginia Wing, the Bunker now offers a
fascinating reminder of The Greenbrier’s unforgettable history. Each tour
lasts approximately 75 minutes. Guests should check in at the Trellis Lobby
no later than 15 minutes prior to the tour. No cameras, electronic equipment
or cell phones are permitted on tour. $90
MONDAY September 21
12:15 – 5:30 pm
Golf Tournament
The Meadows Course, originally designed by Alexander H. Findlay,
was dramatically upgraded in 1999 to become a serious test of skill and
precision. Most guests agree that The Meadows offers the best photographic
opportunities of the three courses with its panoramic views of the surrounding
mountains. The course shares a massive double green on the 18th hole with
The Greenbrier course and is a true test of skill. Many regional and state
championships are contested on it annually. Plan to meet in the front lobby of
the hotel for a prompt 12:15 pm departure. $250 per person/$90 club rental
2:00 – 3:30 pm
Hiking the Cohosh Trail
The best way to experience the true beauty of the Allegheny Mountains is by
hiking the Cohosh Trail. The entire walk, starting and finishing at the fitness
center, is 3.25 miles and takes roughly an hour to an hour and 15 minutes.
The trail would be considered moderate in difficulty. There is one fairly steep
climb that is only a quarter of a mile in length. Total elevation change would be
roughly between 400 and 500 feet. The trail is a packed dirt terrain. Please plan
to meet at the North Entrance of the Hotel for a prompt 2:00 pm departure. $55
2:00 – 4:00 pm
Winning Wardrobes and Wonderful Wine
Relax with a glass of wonderful wine and experience revitalization by creating
a winning wardrobe with the professionals from the Greenbrier. Discover new
ideas and inventive ways with clothing, accessories, and makeup. From color
selection to line and design, you will be inspired to put your best foot forward
for fall and winter. This event will be held in the Colonial Lounge, which is
located on the first level of the hotel, directly across from Colonial Hall. $150
6:45 – 11:00 pm
Lewisburg Dine-Around
Tucked away in the hills of the Greenbrier Valley, this picture-perfect main
street offers the finest southern hospitality and award-winning restaurants,
all in a historic setting. Come see for yourself why Lewisburg has been named
one of a dozen distinctive destinations by the National Trust for Historic
Preservation, recognized as a Top Southern Mountain Town in America, and
most recently voted America’s Coolest Small Town by Frommer’s Budget
Travel Magazine. So bring your appetite as we sample what some of the local
restaurants have to offer. $175
TUESDAY September 22
1:30 – 5:00 pm
Fly Fishing (20 People Maximum)
West Virginia’s famed Greenbrier resort is home to a top-drawer trout fishing
stream, little known to many anglers. Howard’s Creek flows through the
Greenbrier property right below the resort’s main lodge and offers 1.5 miles
of guided fly fishing. Howard’s Creek is a quality trout stream. It stretches 80
feet across and hosts a large population of holdover rainbows and browns, plus
some wild rainbows. Price includes boxed lunch, waders, rods and gratuity.
Please plan to meet at Kate’s Mountain Outfitters, located near the North
Entrance of the Hotel, prompt 1:15 pm departure. $300 per person
optional activities
2015 EXECUTIVE LEADERSHIP FORUM
1:30 – 4:00 pm
Gun Club – Skeet and Trap
Since The Greenbrier Gun Club’s inception in 1913, skeet and trap have
been popular pastimes. Located atop Kate’s Mountain, the Gun Club’s current
offerings include four combination trap and skeet fields and a 10-station
sporting clays course. The sporting clays course challenges shooters of all
skill levels. This event includes an introduction to Sporting Clays, Trap and
Skeet with a one hour overview of gun safety and shooting techniques, as
well as 25 clays and 25 Trap and Skeet target rounds. Shotgun, shells, safety
equipment and vest included. Attendees will take a shuttle promptly at 1:15 pm
from the front entrance of the hotel to get to the Gun Club. $225 per person
2:00 – 5:00 pm
Off-Roading (16 People Maximum)
Get behind the wheel of the most extreme UTV and Jeep on the planet
and explore the majestic mountains of West Virginia like never before. Our
highly-trained Off Road Adventure guides will lead and instruct you and up to
one passenger in a specialized Can Am Maverick through The Greenbrier’s
private 10,000-acre mountain preserve. The group will take turns in the UTV
and Jeep and learn basic and advanced techniques of off-road driving. The
terrain will vary from modest unpaved roads to some of the most extreme on
the East Coast. The thirty-mile course has rocks, ruts, creek crossings, steep
hills, and gulleys. Plan to meet at Kate’s Mountain Outfitters near the North
Entrance of the hotel for a prompt 2:00 pm departure. $300 per person
2:00 – 4:00 p.m.
Gambling instruction
Described as Monte Carlo meets Gone with the Wind, the Casino Club at
The Greenbrier combines high-roller thrills and high-class style to create
an unforgettable Greenbrier gaming experience. Learn the game of blackjack;
roulette, the most popular casino table game in the world; and craps, easily
the most intimidating game in the casino. This crash course will show you
the basics while having great time. And, of course, drinks are on us!
$25 per person
general
information
2015 EXECUTIVE LEADERSHIP FORUM
THE GREENBRIER
300 West Main Street | White Sulphur Springs, WV 24986-2498
PHONE 304.536.1110 | DEDICATED RESERVATION NUMBER 844.245.3180
HOTEL RESERVATIONS
Please call 844.245.3180 to reserve your Superior Guest room and mention
the SFA Executive Leadership Forum to get the negotiated group rate of $319/
night, inclusive of the resort fee. This negotiated rate will be available until
Friday, August 21, 2015 or until the room block is full, whichever comes first.
Attendees may want to consider reserving a Legacy Cottage, one of the oldest
remaining structures on the property. The Greenbrier’s Legacy Cottages have
been carefully preserved to welcome guests for more than 200 years! There
are a number of bedroom configurations to choose from. The cost is $469/
room per night. For more details, feel free to speak to the reservation operator
when you call.
All rooms are subject to a 9% tax and occupancy fee. The following services
and amenities are included in your room rate: morning coffee service,
afternoon tea, historical Tours, on-property transportation, daily newspaper
delivery, wireless internet connectivity, champagne toast in the Casino Club
each evening, use of the resort fitness center, use of the resort’s indoor and
outdoor pools, local and toll free phone charges, and entertainment provided
daily by the Casino Club’s beverage entertainers.
CANCELLATIONS
Individual reservation cancellation, failure to show or late arrivals will cause
forfeiture of deposit unless cancellation is submitted in writing or by phone
or changes in date are made 72 hours in advance of scheduled arrival
date. There will be no forfeiture of deposit on early departures if stated at
check-in. The deposit will be returned if extenuating circumstances prevail
and a cancellation for a reservation is received by The Greenbrier 72 hours
prior to the arrival date.
GREENBRIER DRESS CODE/ATTIRE
The Greenbrier is very proud of its time-honored traditions and impeccable
standards. They appreciate that their valued guests help to maintain these
traditions. The Greenbrier Dress Code must be adhered to for the greater
enjoyment of all guests. Robes and swimwear may not be worn outside of
guest rooms with the exception of the swimming pools and spa. Locker rooms
are provided at both pools. Children 10 and older are to have attire similar to
that of adults. Tank tops, cut-offs, short shorts, sweatpants, men’s hats and
baseball caps are not permitted at any of the dining venues.
MAIN DINING ROOM
Breakfast and Afternoon Tea: Denim and exercise attire are not permitted.
Resort attire is required (collared sport shirts, sweaters, jackets, dress
slacks and walking shorts). Hats are not allowed to be worn, but bonnets are
always in style for the ladies. Dinner: Ladies and gentlemen in their finest.
Jacket and tie required for men and dresses or evening suits for women.
Men’s hats and baseball caps are not permitted.
LOBBY BAY AND PRIME 44 WEST
Business casual attire. Jackets are suggested for gentlemen. The
restaurant enjoys an upscale and inviting environment. If denim is your attire
preference, please wear well-kept denim in a dark shade. Men’s hats and
baseball caps are not permitted.
THE CASINO CLUB AT THE GREENBRIER (ADULTS ONLY 21+)
Before 7:00 pm: Resort attire is required (collared sport shirts, sweaters,
jackets, dress slacks and walking shorts). If denim is your attire preference,
please wear well-kept denim in a dark shade. After 7:00 pm: No denim.
Business casual attire. Jackets are required for gentlemen; dresses, evening
suits, dress slacks for ladies. Men’s hats and baseball caps are not permitted.
EXECUTIVE LEADERSHIP FORUM ATTIRE
Sunday Welcome Reception and Dinner (will be outdoors): Casual attire,
jeans appropriate, collared shirt. Come prepared for some down home cook’n
and an authentic West Virginia evening. Educational Sessions: Business
casual, (collared sport shirts, sweaters, jackets, khakis, well-kept denim
in dark shade). Tuesday Closing Reception/Dinner: Black tie optional, or
dark suit, 40s style hats, suits and dresses encouraged. A closing dinner and
entertainment not to be missed! We all know America has talent. Come and
experience a night of elegant temptations as you drift away to platters of
food and friendship. COME FLY WITH ME!
TRAVEL
The Greenbrier is located 250 miles from Washington, D.C.; a pleasant
and easy drive. The closest full service airport is in Roanoke, VA (ROA),
one-and-a-half hours from the resort. Other options include Greenbrier Valley
Airport in Lewisburg, WV (LWB), 18 minutes away. Charleston, WV Airport (CRW),
two hours away. The Greenbrier Transportation Department will be happy
to assist you with your transportation needs. Call 304.536.1110 ext. 7259 for
Transportation Services.
forum notes
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save the date
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2016 EXECUTIVE LEADERSHIP FORUM
September 29–October 1, 2016
Boulders Resort & Spa—Curio Collection by Hilton
Carefree, Arizona
1600 Wilson Boulevard • Suite 650 • Arlington, VA 22209