Masterclass Markets 16 & 17 March 2017

Back in the saddle

How to recover from a knockdown?

The IFFI Masterclass Markets, scheduled for 16 & 17 March 2017, is dedicated to new value propositions, (re)gaining customer trust and strategic alliances. We look forward to welcome all members and invitees who are interested in pro-active and reactive strategies to recover from a knockdown resulting in commercial and/or operational losses. Don’t miss the opportunity to share and develop strategic insights with colleagues from the food ingredients industry, facilitated by experts from academies and industry-leading businesses.

Register now to ensure your participation and accommodation.
Registration members / Registration non-members

Image of Landgoed de Salentein

Target Group

Managing directors, commercial directors, (key)account managers, business development and market managers, product managers, marketing and communications professionals.


Thursday, 16 March 2017

Location Landgoed ISVW, Dodeweg 8, 3832 RD Leusden, 033 465 0700
12.00 hrs Registration with lunch buffet
13.00 hrs Module 1a New value propositions in practice
Professor Rudy Moenaert – TiasNimbas Business School
14.30 hrs Break
15.00 hrs Module 1b New value propositions in practice
Professor Rudy Moenaert – TiasNimbas Business School
16.30 hrs Plenary discussion | drinks & fingerfood
17.30 hrs Team activity: Management by horses
20.00 hrs Dinner at Landgoed ISVW

Friday, 17 March 2017

Location Landgoed ISVW, Dodeweg 8, 3832 RD Leusden, 033 465 0700
09.00 hrs Module 2a Customer Trust
Ralph van Hessen – Winkelman & Van Hessen
10.30 hrs Break
11.00 hrs Module 2b Social Selling
Herman Koppe – Nestlé
12.30 hrs Lunch
13.30 hrs Module 3a Strategic Alliances
Hans van Kranenburg – RU
15.00 hrs Break
15.30 hrs Module 3b Brand Alliances
Michel Jansen – Veramente
17.00 hrs Closing of official programme | drinks & snacks

Topics & Guest speakers

Image of Professo Rudy Moenaert New value propositions – Professor Rudy Moenaert, TiasNimbas Business School

“Ask yourself when making value propositions ‘who are my lead customers?’ Their demands are way ahead of the average customer. I can recommend the book of Ron Adner titled ‘The wide lens’. It is a path-breaking perspective on innovation about how we need to move from value propositions to value blueprints”, according to Rudy Moenaert during the IFFI dinner meeting Markets 2016. In this Masterclass Rudy Moenaert will lead the participants in the creation of new value propositions as part of a recovery strategy after a knockdown.


 Image of Ralph van Hessen Customer trust – Ralph van Hessen, WenVH

Since consumers wish more insight in the food production chain and customers require full transparency, it is up to the producers of food ingredients to fulfill the expectations within the entire supply chain. Food producers ask suppliers more and more to join in solving highly complex challenges which cannot be addressed by a single company but only by many. The scope of investments and risks involved is often not that clear and the position of a producer of food ingredients is at stake. What to do when your position is weakening and/or the business with customers is suspended? Regardless who is to be blamed, how can you regain the trust of your customer? Which measures should be taken to get the business ‘back on its feet’? Ralph van Hessen is partner in Winkelman en Van Hessen and experienced in crisis communication and trust issues.


Image of Herman Koppe Social selling – Herman Koppe, Nestlé

“Social selling is a relatively new phenomenon in our industry. Our culinary experts, people who advise chefs from restaurants and institutional kitchens, almost without exception use Twitter to share their passion for food with friends, colleagues and clients. The impact on our target groups is large and is shared by many online, which affects our credibility and positive online presence”, according to Herman Koppe. Herman Koppe is Global CLM Change Management Lead at Nestlé Professional and coordinates the global activities aimed at increasing customer focus. Nestlé Professional addresses the professional (large) consumers with brands such as Nescafe, Maggi and Chef.


Image of Professor Hans van Kranenburg Strategic alliances – Professor Hans van Kranenburg, Radboud University

Markets are moving so quickly that it is very difficult for one company to keep up with all technologies, resources, competencies and information needed to be successful in those markets. Especially after a knockdown in business, strategic alliances offer means for companies to access new markets, expand geographic reach, obtain cutting-edge technology and successfully launch new value propositions relatively fast. But what is the impact of these strategic alliances on your business? Is it a giant leap forward or a future constraint? What defines the success of alliances? Prof. Dr. Hans van Kranenburg is professor Strategic management and Corporate Strategy at the Radboud University. He has published on strategic behaviour of organizations, industry dynamics, alliances and networks, non-market strategies and stakeholder management.


Image of Michel Jansen Brand Alliances – Michel Jansen, Veramente

When a company experiences a lack of consumer trust, it can decide to form a brand alliance with other companies. The brand strategy can be helpful in strengthening the overall position of the food ingredient company and regain consumer trust. When companies integrate two or more brands into one single brand alliance product, the consumer’s perception is that of a completely new product. When do you use the different forms of brand alliances, such as co-branding, ingredient branding, endorsement branding, joint publicity and joint distribution? An insight in brand alignment in the worlds of food and non-food by Michel Jansen. Michel consults (non)profit organizations on brand management.

Team activity

Image of a horse Management by horses
Mirroring with horses is the perfect way to honestly face your weaknesses and your strengths, pure and without condemnation. Take a look at yourself through the eyes of the horse. What does the horse tell you about your communication and behaviour? And what does this mean for your position within a team or company? The horse reflects human behaviour perfectly. Mirroring with horses is a fascinating tool for personal coaching and team building.


Image of Landgoed de Salentein Landgoed ISVW is an extraordinary conference center near Amersfoort. It is located along the A28 and an ideal base for meetings and trainings as well as training with horses in a riding school at walking distance. All catering revenues are used to support the practicing of philosophy for which the International School of Philosophy (Internationale School Voor Wijsbegeerte) was founded nearly 100 years ago.

Address: Landgoed ISVW, Dodeweg 8, 3832 RD Leusden, 033 465 0700

Registration and accommodation

The IFFI Masterclass programme includes dinner and drinks and excludes eventual accommodation costs. Participation costs for non-members are € 950,– including 3 modules, team activity, dinner and lunches, excluding VAT. Participation costs for IFFI colleagues are covered by the membership fee. However, for cancellation of participation after 1st of March we will charge you € 300,–. IFFI can arrange a hotel room for you at Landgoed ISVW, rooms including breakfast will cost € 116,-–).

Please use the online registration forms below to register for one or both days and to request a hotel room. Please note that in case of hotel cancellations later than 7 days in advance of your stay, we are forced to charge you 100%.

Please register before 24 February 2017 by using the registration forms below.

Registration members / Registration non-members

Leave a Reply

Your email address will not be published. Required fields are marked *