Go2MarketEdge 2025 In-Person Agenda

All session times in PST. Dates, times, and locations subject to change. 

Tue, Aug 5 | Wed, Aug 6 | Thu, Aug 7

Tuesday, August 5

3:00 PM - 4:00 PM

SHACK 15

Check-In & The Edge Lab

Location: SHACK 15

Welcome to Go2MarketEdge! Check-In, pick up your badge, and get ready for some great things ahead.

Then step into The Edge Lab—your front-row seat to the future of go-to-market technology. This hands-on showcase features cutting-edge tools, platforms, and AI-powered solutions built to accelerate innovation, streamline execution, and transform how foodservice manufacturers engage with their customers. Explore, interact, and get inspired by what’s next.

8/5/2025 3:00:00 PM

4:00 PM - 4:15 PM

Welcome Remarks

Location: SHACK 15

Welcome to San Francisco! Kick off Go2MarketEdge with an energizing introduction to the future of go-to-market strategy. We’ll set the stage for 2.5 days of bold ideas, immersive experiences, and practical insights at the intersection of food-away-from-home, AI, and go-to-market innovation. Get ready to challenge assumptions, expand your mindset, and connect with leaders shaping what’s next. 

8/5/2025 4:00:00 PM

4:15 PM - 5:15 PM

Marketing in the Age of AI

Speaker: Jon Miller, Co-Founder, Marketo, entrepreneur, industry thought leader  
Location: SHACK 15

The B2B marketing playbook is no longer working. Generating pipeline is harder than ever. Understand why things have changed and how technology is playing a key role in the future of marketing -- but will not fully replace creative thinkers. If tech can take care of the 'ING,' that frees up people to focus on the 'MARKET.'  

8/5/2025 4:15:00 PM

5:15 PM - 5:30 PM

The AI Dream Challenge Kickoff: What Would You Build?

Speaker: Mike Schwartz, SVP, Chief Engagement & Innovation Officer, IFMA The Food Away from Home Association 
Location:
 SHACK 15

What if the biggest pain points in your day could solve themselves?

In this session, we’re introducing a brand new challenge, built to turn your real-world needs into real-time solutions.

Part 1: What if your next big presentation could build itself?
Submit a real brief - something with a time crunch that you need to present to a client, internal team, or partner—and within 24 hours, our team will turn it into a polished, insight-driven deck using generative AI.

Part 2: What’s a daily frustration that could disappear if the right solution existed?
Tell us your idea for a “dream product”—a tool or workflow that would make your job easier or your business smarter. We’ll choose one idea and bring it to life within 48 hours, giving you a glimpse of what’s possible when strategy moves at speed in the hands of generative AI.

From the practical to the imaginative, this is your chance to solve what slows you down—and shape the future while you’re at it.

8/5/2025 5:15:00 PM

5:30 PM - 7:00 PM

AI After Hours: Cocktails & Connections

Location: SHACK 15

Unwind, connect, and toast to what’s next. Join fellow attendees from the worlds of AI, marketing, technology, and foodservice for a lively evening of cocktails and conversation. Whether you're catching up with colleagues or meeting new faces, this relaxed reception is the perfect way to build your network and share a drink with the innovators shaping the future.

8/5/2025 5:30:00 PM

Wednesday, August 6

7:30 AM - 8:00 AM

UCSF Mission Bay

Breakfast and Check-In

Location: UCSF Mission Bay

Check-In and pick up your badge, staff members will be on hand to assist you with any questions.  

8/6/2025 7:30:00 AM

8:00 AM - 8:35 AM

How to Leverage AI to Be Productive and Efficient

Location: UCSF Mission Bay

AI isn’t just a buzzword—it’s a powerful tool that’s transforming the way we work. In this practical, eye-opening session, discover how to harness artificial intelligence to boost your productivity, streamline repetitive tasks, and make smarter, faster decisions.   

8/6/2025 8:00:00 AM

8:35 AM - 9:00 AM

Event to Ecosystem: Building the AI Marketing Supply Chain

Speaker: Morgan Miles, Director of Sales, Enterprise, Kaltura
Location:
UCSF Mission Bay

Today’s marketing isn’t about one campaign or one event — it’s about creating systems that scale with AI. In this session, we’ll explore how AI-powered video turns every digital experience into a reusable, measurable, and continuously evolving asset, building a marketing supply chain that keeps delivering long after the campaign ends.

  • Why marketing must shift from one-off campaigns to intelligent, orchestrated experiences
  • How AI automates personalization, activation, and first-party data across the content lifecycle
  • A live demo of Kaltura’s AI marketing flywheel — from engagement to repurposing to insight
  

 

8/6/2025 8:35:00 AM

9:00 AM - 9:30 AM

Innovation vs. Revenue in Foodservice



Speakers: Fleur Veldhoven, VP of Marketing - Culinary, Nestlé Professional Solutions; Melissa Muldowney, Global Marketing Director, Savoury Taste, Kerry; moderated by Mike Schwartz, SVP, Chief Engagement & Innovation Officer, IFMA The Food Away from Home Association
Location:
UCSF Mission Bay

For foodservice manufacturers, the push for bold innovation is matched only by the pressure to deliver results. So how can marketers create breakthrough ideas that operators will actually buy—and how can AI help make it happen?

This session explores how top manufacturers use AI to predict demand, identify whitespace, and craft messaging that sells. You’ll learn how to align marketing with culinary, sales, and supply chain to ensure new product ideas don’t just launch—they land.

8/6/2025 9:00:00 AM

9:30 AM - 10:30 AM

Shuttle and Break

Attendees will take shuttles to the next location — Instacart's HQ.

8/6/2025 9:30:00 AM

10:30 AM - 10:50 AM

Cart to Contract: How B2C Ad Innovation is Reshaping B2B

Speaker: Ali Miller, Vice President of Product, Ads, Instacart
Location: Instacart HQ

What happens when the precision, personalization, and speed of B2C advertising enter the B2B space? In this session, Ali Miller, Instacart’s VP of Ads, shares how advancements in retail media, shopper insights, and AI are redefining how brands drive results. Discover how the tactics used to influence everyday consumers are being reimagined to target operators, distributors, and decision-makers—unlocking new growth channels for manufacturers.  

8/6/2025 10:30:00 AM

10:50 AM - 11:25 AM

Instacart HQ

Fireside: Why Marketing-Led Growth Wins

Speakers: Laura Jones, Chief Marketing Officer, Instacart; moderated by Phil Kafarakis, President & CEO, IFMA The Food Away from Home Assocation
Location: Instacart HQ

In a world of exploding tech stacks and shrinking attention spans, the brands that win aren’t just data-driven—they’re story-led, customer-obsessed, and powered by marketing from the inside out.

This fireside chat brings together bold marketing leaders from inside and outside foodservice to explore how AI is transforming marketing into a true growth engine. You’ll hear how companies are using AI to focus on strategy, storytelling, and segmentation—freeing up teams to lead, not just support.  

8/6/2025 10:50:00 AM

11:25 AM - 12:00 PM

AI Forecasting: Transforming Go-to-Market in Food & Beverage

Speakers: Megan Lynberg, Senior Vice President, Sales, Datassential

Location: Instacart HQ

Discover how AI-powered demand forecasting is revolutionizing sales and marketing in foodservice. Learn how integrating diverse data sources enables brands to predict trends and align sales strategies with real-time market signals. See how you can anticipate shifts before they happen and leave with actionable frameworks to modernize your go-to-market planning.  

8/6/2025 11:25:00 AM

12:00 PM - 1:00 PM

Lunch and Caper Cart Demo

Location: Instacart HQ

We’re bringing the future of grocery shopping to the office! Stop by for a hands-on demo of Instacart’s Caper Cart — our AI-powered smart cart that lets you scan, bag, and pay as you shop. Experience the tech that’s transforming the in-store experience and see innovation in action at Instacart HQ.

8/6/2025 12:00:00 PM

1:00 PM - 1:45 PM

Operator Based Marketing the ABM of Foodservice

Speakers: Mani Kulasooriya, Co-Founder & CEO, Cut+Dry; Hans Schatz, EVP, Cut+Dry 
Location: 
Instacart HQ

In the ever-evolving foodservice landscape, traditional broad-based marketing no longer delivers the precision or impact required to break through with today's busy operators. Enter Operator-Based Marketing—the foodservice industry's answer to Account-Based Marketing (ABM). This session explores how forward-thinking manufacturers are adopting hyper-targeted, operator-centric marketing strategies to build stronger relationships, accelerate the sales cycle, and drive deeper engagement across key segments.  

8/6/2025 1:00:00 PM

1:45 PM - 2:30 PM

Beyond the Tech Stack: Building a Culture of GTM Innovation



Speakers: Mitin Rathod, Global Customer Success Director, Sensient Flavors & Extracts; moderated by Jacques Botbol, CRO, Tastewise
Location:
Instacart HQ

Adopting AI is more than buying tools—it’s about shifting mindset, talent, and process. Hear from GTM leaders who are embedding experimentation and AI-thinking into their team culture.  

8/6/2025 1:45:00 PM

2:30 PM - 3:00 PM

The Edge Lab

Location: Instacart HQ

Step into The Edge Lab—your front-row seat to the future of go-to-market technology. This hands-on showcase features cutting-edge tools, platforms, and AI-powered solutions built to accelerate innovation, streamline execution, and transform how foodservice manufacturers engage with their customers. Explore, interact, and get inspired by what’s next.  

8/6/2025 2:30:00 PM

3:00 PM - 3:40 PM

Applied AI @ McDonald’s Global HQ

Speaker: Nickhil Tekwani, Manager, Gen AI/ML Engineering, McDonald's
Location: 
Instacart HQ

8/6/2025 3:00:00 PM

3:40 PM - 4:30 PM

AI Dream Challenge: Presentation Showcase

Speaker: Michael Bortinger, Director of Marketing and Partnerships, Tastewise

Location: 
Instacart HQ

24 hours ago, we asked attendees to send us a real presentation brief—something they need to deliver to a client, internal stakeholder, or partner. Now, we’re revealing what happened next.

In this session, we’ll walk through a complete, insight-driven presentation built from one of those submissions—transformed in a single day using generative AI. You’ll see how we approached the challenge, what data we prioritized, and how to turn a business need into a compelling, ready-to-share deck in record time -- without sacrificing speed or strategy. 

8/6/2025 3:40:00 PM

4:30 PM - 5:00 PM

Shuttle to Reception

Attendees will take shuttles to the reception location.  

8/6/2025 4:30:00 PM

5:00 PM - 7:00 PM

Rooftop Reception - Cavaña

Location: South Lounge and Terrace at LUMA Hotel - 17th Floor
 
Cap off an exciting day of inspiration and innovation with a rooftop happy hour reception. 

8/6/2025 5:00:00 PM

Thursday, August 7

8:00 AM - 9:00 AM

UCSF Mission Bay

Breakfast & The Edge Lab

Location: UCSF Mission Bay

Step into The Edge Lab—your front-row seat to the future of go-to-market technology. This hands-on showcase features cutting-edge tools, platforms, and AI-powered solutions built to accelerate innovation, streamline execution, and transform how foodservice manufacturers engage with their customers. Explore, interact, and get inspired by what’s next.  

8/7/2025 8:00:00 AM

9:00 AM - 9:35 AM

Operator Intelligence: How AI is Reshaping the Front Lines

Speaker: Dan Henroid, Director, Nutrition & Food Services, UCSF Health
Location: 
UCSF Mission Bay

From personalized menus to predictive labor planning, foodservice operators are rapidly adopting AI to optimize operations, enhance customer experiences, and make smarter, faster decisions. In this session, you’ll hear how leading operators are using AI to tackle real-world challenges—from streamlining back-of-house tasks to driving traffic with precision marketing. Gain a window into what’s working, what’s coming next, and how manufacturers can better align with the evolving needs of AI-powered operators.  

8/7/2025 9:00:00 AM

9:35 AM - 9:55 AM

Automating Enterprise Workflows using AI with Gumloop

Speaker: Max Brodeur-UrbasCo-Founder and CEO, Gumloop
Location: UCSF Mission Bay

Learn how Instacart automated hundreds of internal workflows using Gumloop, an AI workflow automation platform. Non-technical employees were able to build their own tools to automate parts of their jobs so they can focus on the work that matters. 

8/7/2025 9:35:00 AM

9:55 AM - 10:15 AM

AI You Didn’t Know You Needed with Gong

Speaker: John Wilke, Director, Solutions Marketing, Gong
Location:
UCSF Mission Bay

Generating revenue and taking products to market is more complex than ever. The Gong Revenue AI Platform is the leading AI software solution that global enterprises trust to drive productivity, predictability, and growth. In this exclusive demo, Gong unveils the latest cutting-edge AI capabilities, including specialized revenue agents. Join this session to take your first step toward turning every customer interaction into insight and action.

8/7/2025 9:55:00 AM

10:15 AM - 10:45 AM

How Gaming Is Turning Play Into Purchase for Food & Beverage

Speaker: Nathan Lindberg, Head of US Brand Partnerships, Overwolf
Location: UCSF Mission Bay

8/7/2025 10:15:00 AM

10:45 AM - 11:00 AM

Break

Location: UCSF Mission Bay
  

8/7/2025 10:45:00 AM

11:00 AM - 11:35 AM

AI Smash: End of the Quarter Ponder

Speaker: Alon Chen, CEO and Co-Founder, Tastewise
Location: 
UCSF Mission Bay

Go-to-market used to move at the speed of a quarterly plan. Consumers never did.

Now, food and beverage execution can finally keep pace—and leadership looks different. Less pressure to be perfect, more room to move, test, and decide in real time.

In this keynote, Tastewise CEO Alon Chen explores what happens when fast becomes the default—and how F&B leaders can turn that shift into their advantage.

8/7/2025 11:00:00 AM

11:35 AM - 12:00 PM

The Big Reveal: A New Era Begins


Speakers: Mike Schwartz, SVP, Chief Engagement & Innovation Officer, IFMA The Food Away from Home Association; Jacques Botbol, CRO, Tastewise
Location: 
UCSF Mission Bay

We’ve spent the program exploring what’s next—now it’s time to show you what’s new. Be the first to witness the unveiling of a game-changing product designed to help foodservice manufacturers win in the age of AI, tech, and transformation. You’ve imagined what’s possible—now see what’s real.   

8/7/2025 11:35:00 AM

12:00 PM - 1:00 PM

Lunch

Location: UCSF Mission Bay

Refuel for the final afternoon of exciting content.  

8/7/2025 12:00:00 PM

1:00 PM - 1:30 PM

From Discovery to Delivery: Growing Your Food Brand

Speaker: Simeon Duong, Director of Product, DoorDash; moderated by Alon Chen, CEO, Tastewise
Location: UCSF Mission Bay

Through evolving consumer habits, operator needs, and AI-powered tools, DoorDash is shaping the future of foodservice and helping food brands grow from discovery to delivery. Join us for a conversation that explores the biggest shifts reshaping the industry and the technologies powering this transformation.

8/7/2025 1:00:00 PM

1:30 PM - 2:15 PM

Closing Keynote: Courageous Marketing

Speaker: Udi Ledergor, Chief Evangelist, Gong; #1 Bestseller in Marketing & Sales
Location: UCSF Mission Bay

Creativity and risk-taking aren’t just nice to have—they’re essential for survival. Udi Ledergor, a five-time marketing leader, reveals how courage and creativity can build iconic brands, connect with audiences, and drive measurable results. With expertise in B2B marketing, Udi will share how to leverage technology and punch above your weight.

Udi’s new book, Courageous Marketing, uncovers why so much marketing today feels generic and forgettable—and shows you how to make it bold, engaging, and impossible to ignore.   

8/7/2025 1:30:00 PM

2:15 PM - 2:40 PM

Peer Share: What I'm Taking Back

Location: UCSF Mission Bay

Gather with fellow attendees for small-group roundtables focused on reflection and action. Discuss key takeaways, share ideas sparked during the program, and explore how you’ll bring new technologies, strategies, and inspiration back to your teams. This is your space to connect, collaborate, and turn insight into impact.   

8/7/2025 2:15:00 PM

2:40 PM - 2:55 PM

Showcase: From Ask to Asset, Revealing Dream Presentation

Speaker: Sam Newman, Director of Enterprise Accounts, Tastewise

Location: UCSF Mission Bay

48 hours ago, we asked: What’s a tool, platform, or workflow you wish existed—something that would make your job easier or your business smarter?

You answered. And now, we’re sharing how those ideas have come to life. 

In this session, we’ll explore what AI can actually look like in the world of foodservice GTM in this live demonstration, where you’ll get a behind-the-scenes look at how we translated one real-world pain point into a working prototype with the full power of generative AI in just 48 hours. Get ready to see what’s possible when industry expertise meets rapid innovation -- and how AI can be your partner in driving business growth. 

8/7/2025 2:40:00 PM

2:55 PM - 3:00 PM

Closing Remarks

Location: UCSF Mission Bay

Wrap up your immersive experience and gear up for the virtual program

8/7/2025 2:55:00 PM