Go2MarketEdge 2025 In-Person Agenda

Welcome Remarks

Location: SHACK 15 - The Gallery

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 Challenge Kickoff: What Would You Build?

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

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.

AI Meets GTM: How Global Brands Win in Local Markets

Innovation vs. Revenue in Foodservice

Speakers: Fleur Veldhoven, VP of Marketing - Culinary, Nestlé Professional Solutions; Amy Devitt, Senior Activation Marketing Manager, Kerry; moderated by Mike Schwartz, SVP, Chief Engagement & Innovation Officer, IFMA The Food Away from Home Association
Location: UCSF Mission Bay - Fisher Banquet Room

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.

Cart to Contract: How B2C Ad Innovation is Reshaping B2B

Speaker: Ali Miller, Vice President of Product, Ads, Instacart
Location: Instacart HQ - Cafe, 11th floor

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.  

Beyond the Tech Stack: Building a Culture of GTM Innovation

Speakers: Mitin Rathod, Global Customer Success Director, Sensient Flavors & Extracts; Tess Sansbury, VP, Marketing & CSI, dsm-firmenich; moderated by Jacques Botbol, CRO, Tastewise
Location: Instacart HQ - Cafe, 11th floor

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.  

Operator Based Marketing the ABM of Foodservice

Speakers: Mani Kulasooriya, Co-Founder & CEO, Cut+Dry; Hans Schatz, EVP, Cut+Dry 
Location: Instacart HQ - Cafe, 11th floor

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 - Cafe, 11th floor

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.  

AI Dream Challenge: Presentation Showcase

Speaker: Michael Bortinger, Director of Marketing and Partnerships, Tastewise
Location: Instacart HQ - Cafe, 11th floor

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. 

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. 

Operator Intelligence: How AI is Reshaping the Front Lines

Speaker: Dan Henroid, Director, Nutrition & Food Services, UCSF Health
Location: UCSF Mission Bay - Fisher Banquet Room

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 - Fisher Banquet Room

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.

Break

Location: UCSF Mission Bay
  

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 - Fisher Banquet Room

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.   

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 - Fisher Banquet Room

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.

Peer Share: What I'm Taking Back

Location: UCSF Mission Bay - Fisher Banquet Room

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 - Fisher Banquet Room

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