Go2MarketEdge 2025 In-Person Agenda

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. 

The AI Dream Product Challenge: What Would You Build?

Speaker: Jacques Botbol, CRO, Tastewise

Location: SHACK 15

What’s a challenge you face every day that AI could solve? Now imagine describing your dream solution—and seeing it come to life within 48 hours. As part of Go2MarketEdge, we’re inviting you to pitch your “dream product” idea: a tool, platform, or solution that would make your job easier or your business smarter. Submit an idea, and our team—in partnership with Tastewise— may just build a prototype or concept to bring it to life. The future of foodservice innovation starts with your imagination.  

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.   

Innovation vs. Revenue in Foodservice

Speakers: Fleur Veldhoven, VP of Marketing - Culinary, Nestlé Professional Solutions; Melissa Muldowney, Global Marketing Director, Savoury Taste, Kerry

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.

Fireside: Why Marketing-Led Growth Wins

Speakers: Laura Jones, Chief Marketing Officer, Instacart
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.  

Future of Supply Chain: Smarter, Faster, More Predictive

Location: Instacart HQ

As marketing and innovation accelerate, supply chains must keep pace. In this forward-looking session, industry leaders explore how AI, real-time data, and predictive analytics are transforming the supply chain from a cost center into a competitive advantage. Learn how emerging tools are helping manufacturers anticipate demand, reduce friction, and collaborate more effectively with operators and distributors. If you’re planning tomorrow’s go-to-market strategy, this is your roadmap for making sure your supply chain is ready to deliver.  

Operator Based Marketing the ABM of Foodservice

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.  

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.  

Dream Presentation Challenge Kickoff

Speaker: Jacques Botbol, CRO, Tastewise

Location: Instacart HQ

If you could create one product using AI that would make your job easier or your business stronger—what would it be?

Now’s your chance to submit that idea. Whether it’s a smarter forecasting tool, an automated content engine, or something that doesn’t exist yet, we want to hear it. In partnership with Tastewise, we'll take your top submissions and turn one into a working concept—to be revealed live on Thursday.  

Rooftop Reception

Location: To be Announced

Cap off an exciting day of inspiration and innovation with a rooftop happy hour reception. 

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.  

AI You Didn’t Know You Needed with Gong

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

Think you know everything AI can do for your teams? Think again. In this exclusive demo, Gong unveils its cutting-edge AI capabilities. This session will change how you think about what's possible with AI.

Agentic AI Towards a Data Agnostic World

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

As AI tools become increasingly autonomous—capable of initiating tasks, generating insights, and making real-time decisions—we’re entering a world where the quality and source of data matter less than the ability to act on it intelligently. In this provocative closing session, we’ll explore the rise of Agentic AI—systems that don't just analyze, but act on behalf of marketers. What happens when AI tools can recommend a SKU mix, launch a targeted campaign, or identify whitespace across segments without being confined by internal datasets? How do marketers lead in a world where AI pulls from diverse, external, and even unstructured data to drive action?

Join us for a conversation at the bleeding edge of marketing innovation, where we explore: The shift from reactive to proactive AI in go-to-market strategy The future of decision-making when AI acts as both analyst and operator The risks and opportunities of decoupling from “clean” internal data How to architect teams and systems for this next leap in intelligence This is not just about what AI can do—it's about what you will need to do to lead confidently in a data-agnostic future.   

Lunch

Location: UCSF Mission Bay

Refuel for the final afternoon of exciting content.  

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.   

Closing Remarks

Location: UCSF Mission Bay

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