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gary gonzalez
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“Functional Future” Session Focused on Strategies for Functional Food and Beverage Marketing

Jeff Hilton, BrandHive co-founder and chief marketing officer, will lead an educational session on the “functional future” of foods and beverages at Engredea as part of Natural Products Expo West 2014.

Hilton’s presentation, “Functional Future: Trends in Functional Food and Beverage Marketing” will open Engredea’s Saturday educational program on March 8, 2014 at 9:00 a.m. at the Anaheim Marriott. The session aims to educate and inform participants on emerging business and marketing strategies of importance in the functional sector, focusing on consumer products sold at retail.

“The sales-growth rate in the functional foods marketplace continues to outpace that of traditional foods and beverages, presenting manufacturers and retailers with a tremendous opportunity to tap into a lucrative market that continues to gain momentum,” said Hilton. “However, involvement in the functional market also entails a high degree of uncertainty and risk because products often live or die by their brand positioning, packaging and promotion.”

Co-located alongside Natural Products Expo West and the NEXT Innovation Summit, Engredea showcases new ingredients, technologies, applications and services for healthy foods-and-beverages, dietary supplement/bioactive and nutricosmetic markets. Hilton’s presentation will be part of the educational sessions aimed at retailers, distributors, health practitioners, manufacturers and suppliers.