IFFI Academy Industrial Marketing 8-11 September 2020

Executive program: Transforming Markets, Enabling Sales

Many industrial Marketing and Sales Executives in food rely more on their ‘training on the job’ experiences than on their studies. To boost the commercial skills of Marketing and Sales Executives, the B2B food industry often turns to expensive training institutions or develops ‘in house’ training programs.

‘In-industry program’

“An Executive Program on Industrial Marketing & Sales for the food processing industry, coming from 10 years of IFFI masterclasses. Top class!” according to Ruud Peerbooms, chairman IFFI board & VP Food at Corbion

Ingredients For Food Innovators (IFFI), a business network for food ingredients manufacturers, has decided to develop this ‘in industry’ executive program together with leading professors, top consultants and industry experts. Marketing and Sales Executives in the B2B food environment will be equipped with insights and skills to create and capture value to its full potential.

Dates and location

The dates for the executive program ‘Transforming Markets, Enabling Sales’ are:

  • 3-day module Industrial Sales
    Tuesday, 28th of January 2020, introductory dinner meeting
    Wednesday until Friday, 29th – 31st of January 2020, 3 full day sessions
  • 3-day module Industrial Marketing
    Tuesday, 8th of September 2020, introductory dinner meeting
    Wednesday until Friday, 9th – 11th of September 2020, 3 full day sessions

Location for the Industrial Marketing programme:

De Baak Seaside in Noordwijk

Address: Koningin Astrid Boulevard 23, 2202 BJ Noordwijk

Hotel rooms cost around € 125,00 per night, including breakfast, excluding city tax and have to be paid for upon departure.

Challenging program

In the course of the executive program ‘Transforming Markets, Enabling Sales’ you will learn how to develop smart marketing and sales strategies and to apply them within your own business. It is all about delivering results, updating and upgrading your marketing and sales plans by training and upgrading your set of skills.

In two 3-days modules, one on Industrial Marketing and one on Industrial Sales, you will be introduced to strategic marketing methods like customer insights, value creation and value pricing. And you will become familiar with sales leadership and behavior, value selling, strategizing big deals and strategic negotiations.

For a detailed program please download the IFFI_Academy_digital_brochure

Profile of the participants

This executive program is developed for Marketing and Sales Executives in a B2B food environment. They work in the international food processing industry, f.e. food ingredients, food packaging or food equipment. They are challenged by the top of their organizations to bring marketing and sales disciplines to a higher level, as individuals or team managers.

Profile of trainers and industry experts

The 3-hour sessions are facilitated by carefully selected, recommended professors and consultants who are acknowledged by the industry and experienced in providing industry proven concepts, methods and practices.

Introduction of lecturers
Tom de Ruyck, Managing Partner at Insites Consulting

Tom is an expert in understanding and collaborating with consumers, creating consumer-centric-thinking organizations & preparing organizations and their employees for a future full of technological change, societal challenges and tremendous business opportunities.

Henry Robben, Professor Marketing Nyenrode Business University

Henry applies the outcome of his extensive research on strategic marketing, innovation management and new product development into businesses in industrial environments. Customer insights and centricity as a starting point for a high value, new business perspective.

Rudy Moenaert, Professor Strategic Marketing TIAS School

Professor Rudy Moenaert, leading professor in the field of industrial marketing will provide us with the latest insides from the academic world and best cases from the industry. How to differentiate your market matching the key strengths of your company enabling you to to create sustainable value?

Arjen Brasz, Senior Director at Simon-Kucher & Partners

‘Price is what you pay, value is what you get’. Arjen is a seasoned pricing specialist, experienced in developing and implementing dynamic and value pricing strategies, tactics and techniques in B2B environments

Heino Hovingh, Senior Consultant Hovingh & Partners

‘Growth is good, but it needs to be measurable’. Heino is as consultant – trainer personally taking care of the sales effectiveness of companies across the globe. Personally involved as leading consultant in negotiation, account management excellence for international sales improvement programs.

In powerful 1-hour sessions industry experts from the food industry share their insights and experiences on adjacent topics and real-time business cases. These ‘industry insiders’ are active in commercial disciplines representing companies further up-and-down the food value chain.

Introduction of industry experts
Bas Smit, Global Vice President Marketing at Barry Callebaut Group

Inspiring marketeer who previously worked in the FMCG domain and now applies consumer centric thinking in the business-to-business environment of food ingredients. How to use consumer centric thinking and provide value to your customers, from outside-in to co-create and innovate?
Flemming Morth, Head of Center of Innovation at Swinkels Family Brewers

Experienced marketeer and innovator, who previously worked in the food ingredients domain. Now leading innovation and new business development for Royal Swinkels Family Brewers.
How to shape customer beliefs and behavior in favor of your products by applying behavioral sciences to marketing?
Marc den Hartog, Executive Vice President Innovation Platforms at Corbion

A true industrial marketeer who has fulfilled different commercial and strategic roles in the food ingredients industry, currently leading the food and non-food innovation strategy of Corbion. How to match future market developments with a well balanced innovation portfolio in food?
Rob Ham, Director Corporate Procurement at FrieslandCampina

A procurement leader who is experienced in optimizing procurement processes within the food ingredients domain. Value based buying, how to turn a procurement organization from cost driven to value driven and how to align current and future suppliers?
Director Purchasing at FMCG Food producer, invitation pending

A procurement expert, working in a final responsibility role for a FMCG food company. Cost buying versus value selling, what is excellent sales leadership and how can this contribute to a long term customer/supplier relationship?
Rein Veldhuis, owner Veldhuis Retail Advies and former Sr. European Sourcing manager at Ahold

A seasoned procurement manager, experienced in sourcing food products across all kind of categories in retail. Formerly working for Ahold, now independent procurement consultant. How to provide value to the retail on one hand and secure future business with food producers on the other?


Participation in the executive program ‘Transforming Markets, Enabling Sales’ includes:

  • company intake by the program manager;
  • 6 days + 4 evening sessions, full catering and centrally located in The Netherlands;
  • networking with fellow Industrial Marketing and Sales Executives;
  • coaching sessions by leading professors, top consultants and industry experts.

Participation fees are:

  • 3-day module Industrial Marketing: € 2.450,- excl. VAT
  • 3-day module Industrial Sales: € 2.450,- excl. VAT

Information and registration

Do you wish to sign up? Do you have questions? Do you want personal advise? Do you need more information?

Contact Halbe Vogel: +31 (0)6-21700102 | halbe@vogelvlucht.eu

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