HTML 4.01 Transitional//EN"> Itinerary
8:00 a.m. Continental Breakfast
Registration
9:00 a.m. Welcome
Iris D. Shaffer
Executive Director, LCMA
9:05 a.m.

Eating Smart, Encouraging Physical Activity:
The McDonald’s Response to America’s Fast-Food Habits

Shelley Rosen, Senior Director, Eat Smart. Be Active., McDonald’s Corporation


Shelley Rosen, Senior Director, McDonald’s Corporation, spent the majority of her career working for leading advertising agencies, building and managing global, multi-national brands. She joined McDonald’s three years ago and spearheaded the first effort in McDonald’s history to define and communicate the McDonald’s Brand Essence to more than 1.5 million employees. Rosen joined the corporate strategy group in 2001 to lead a global, cross-functional team to define the long-term growth strategy for McDonald’s. Currently, she is managing the global strategy initiative Eat Smart. Be Active. She will outline the new program and explain what McDonald’s will be doing in the future to address both low carb and healthy eating.

9:50 a.m.

Marketing Low Carb Products at Retail-Identifying gaps and recognizing opportunities to reach its potential
Ken Shore, Executive Vice President, Blue Chip Marketing and Communications

Since 1999, the number of new low carb products introduced in this country has grown from 2 to 355. In the first seven weeks of 2004 alone, 357 new low carb products were introduced. Distribution is no longer limited to health food stores as nearly every retailer in the country has developed a low carb section and stocks additional low carb products throughout the store. But, has anyone stopped to think about the consumer and the extent to which their needs are being met at retail? An extensive and growing selection of low carb products is only part of the equation. Manufacturers and retailers must realize that if the low carb market is going to reach its full potential, it needs to start by recognizing that the low carb craze is less about losing weight and much more about health and wellness.

10:20 a.m. BREAK
10:40 a.m.

Building and Sustaining the Low-Carb Industry
Matt Wiant, Chief Marketing Officer, Atkins Nutritionals


Lauded by BrandWeek as the 2003 “Marketer of the Year,” Atkins Nutritionals is the low-carb industry’s pioneer and brand leader. Yet, Matt Wiant and his colleagues don’t believe Atkins’ success is predicated on clever marketing. They position the Atkins’ brand as a solution to major health problems, validated by science. Wiant will discuss the Atkins’ strategy for building and sustaining the low-carb industry: the Atkins’ vision for a long-term lifestyle.

11:45 a.m.

Low-Carb Lunch
Luncheon Speaker: Is Low Carb the Next “Light”?
Ken Hehir, Brand Marketing Director, Coors Brewing Company

The beer industry was one of the first to enter the low-carb arena in a big way. Ken Hehir will share learnings from one of the beer industry’s major players, Coors, and explain how his company is approaching the low-carb opportunity. He’ll discuss what Coors has learned from its research as well as lessons from years in the light beer category that apply to marketing low-carb products today. Is low-carb the new light beer? Does it have “staying power”? Learn what’s “golden” in marketing low-carb beer straight from an industry pioneer from Golden, Colorado!

1:00 p.m.

Carb Claims, Labeling and Enforcement: Two Views

Wanda Kelker, Team Leader, Compliance and Enforcement,
Office of Nutritional Products, Labeling & Dietary Supplements
The Food and Drug Administration

Wanda Kelker will articulate the FDA’s current thinking on carb claims, labeling and enforcement issues. Kelker will discuss any findings from the FDA’s on-going Obesity Work Group, pertinent to the carb debate.

Alison Kretser
Director, Nutrition and Science Policy
Grocery Manufacturers Association

Alison Kretser, MS, RD, Director of Nutrition and Scientific Policy, Grocery Manufacturers Association has been spearheading the trade group’s efforts to establish new regulations for carbohydrate nutrient content claims, recently petitioning the FDA. The GMA believes that consumers have been bombarded with inconclusive and contradictory information about carbohydrates and their impact on their health. Kretser will discuss the need for clear and consistent labeling standards as an important reference point for consumers searching for the foods that will help them to achieve their dietary objectives.

2:15 p.m.

Why the Low-Carb Consumer Isn’t Going Away
Lawrence Shiman, Director, Opinion Dynamics

Lawrence Shiman, Director, Opinion Dynamics, believes that there has never been anything quite like the low carb diet craze.   He’s spent years study the habits of American consumers through his work with the national polling firm.  He has worked with many different food related organizations including the Florida Department of Citrus, the National Soft Drink Association, the Produce Marketing Association, the Alaskan Salmon Marketing Institute, the Grocery Manufacturers of America, and the Florida Bureau of Seafood and Aquaculture Marketing. He has also conducted research for several issue campaigns, focusing on such issues as recycling, bottle bills, product labeling, genetically modified foods, and other similar topics.  He will explain why low-carb diets are far more than the typical diet fad, and why they aren't going away any time soon, based on current trends. He’ll also discuss a recent Opinion Dynamics’ survey – one of the largest ever conducted on low-carb lifestyles – which found that 24 million American adults are on low-carb diets and another 44 million will “go low carb” in the next two years.

3:00 p.m. BREAK
3:15 p.m. Identifying the Low-Carb Consumer
Maryellen Molyneaux, President, Natural Marketing Institute

 
Build your understanding of the health motivations, product attribute desires, in-market behaviors, brand and product usage of Low Carb Weight Managers and gain insights into other target groups for low carbohydrate products. See new data, based on findings from NMI’s 2004 Low Carb Weight Manager Report, a study based on nationally projectable research among 3000 US general population households. Join Ms. Molyneaux as she examines their lifestyles and demographics. You won’t want to miss the multiple market opportunities to be explored!
4:00 p.m.

Succeeding in the Long-term:
Strategies for Low-Carb Longevity

Paul Stitt, Founder and President, Natural Ovens Bakery

Paul Stitt, Founder and President, Natural Ovens Bakery is a consultant to the National Cancer Institute and a leading international authority on health and nutrition. He will discuss how the merging of science and taste to provide customers with great-tasting, low-carb products isn’t enough to succeed in the long-run. Manufacturers must focus on the long-term health goals of consumers. Products engineered with the right ingredients to help people lose weight and maintain good health will outlast diet trends. The low-carb trend, can be more than a passing fad, and he’ll discuss long-term strategies for for keeping low carb from becoming a fad that fizzles.

5:00 p.m. ADJOURNMENT




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