Viva Fresh’s Keynote Speaker To Address The Multi-Generational Marketplace From The Produce Industry Perspective Using Customized Research
by Viva Fresh Produce Expo
Posted: 2018-02-13 09:13:18 EST

Mission, Texas: Phil Gwoke, generational expert and consultant at Bridgeworks will address consumer perceptions and motivation factors that differ from generation to generation as it relates to the produce industry during Viva Fresh Expo’s Keynote Luncheon on Friday, April 6 at the JW Marriott Hill Country Resort in San Antonio, Texas.  As an internationally recognized speaker, Phil has inspired audiences in 40 different states and four continents reaching over 100,000 people. 

Founded in 1998, BridgeWorks seeks to bridge generational gaps in the marketplace and workplace through research, understanding, and actionable insight.   Clients include CHICK-FIL-A, General Mills, Kraft, Land O’Lakes, Walmart GE, Microsoft and Disney.

“This is a relevant topic that we’re introducing in a unique way because we have asked Bridgworks to develop research on produce purchasing behaviors especially as it relates to health and wellness among diverse generational groups,” stated Dante Galeazzi, President and CEO of the Texas International Produce Association.  “Understanding the foundations of generational perceptions about healthy eating habits and nutrition of fruits and vegetables can translate into tangible and lasting success for not only retailers and foodservice professionals, but for marketers, shippers and producers as well.”

Gwoke will provide a take-a-way in the form of a handout that not only summarizes Bridgworks key findings but provides additional insights the produce industry can use in their merchandising and marketing efforts.  In addition, he’ll address generational differences in the workplace and how produce employers can adapt.

Gwoke is one of BridgeWorks’ resident Gen Xers, and he brings his unique humor, experiences, research, and generational expertise to every keynote, workshop and training session he delivers.  With his down-to-earth, relatable style and dedication to presenting research in a digestible, entertaining way, Phil has become a fast favorite with audiences around the country.  He also maintains strong ties to his local community as a mentor and consultant to young entrepreneurs.

“I am excited to bring 20 years of generational research to the Viva Fresh Produce Expo that will equip attendees with strategies on marketing produce across the generations more effectively and inspire them with insights as to why these shifts are so impactful,” stated Gwoke.  

During the Keynote Luncheon, the annual recipient of Viva Fresh’s annual Healthy Living Award will be announced.  The purpose of the Healthy Living Award is to recognize individuals who are making a difference in educating consumers on the importance of health and nutrition especially when it comes to including more fruits and vegetables in their daily lives.

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About the Viva Fresh Produce Expo

The Viva Fresh Produce Expo was established in 2015 by the Texas International Produce Association (TIPA) to create meaningful networking and educational opportunities for its members while shining a light on the importance of the Lower Rio Grande Valley as an emerging trade corridor and production zone for healthy and nutritious fruits and vegetables available all year long. In just three years, the Viva Fresh Produce Expo has catered to sold out crowds and increased buyer attendance by over 140%. 

Source: Viva Fresh Produce Expo