A team of four W. P. Carey students won the 2016 Produce for Better Health (PBH) Foundation Formula 5 Marketing Competition — a collegiate event offering marketing students the opportunity to influence fruit and vegetable marketing, sales, and consumption in the United States.
“The competition challenges students to develop a comprehensive marketing plan,” says Renee Hughner, associate professor in the Morrison School of Agribusiness. “It requires an understanding of the nuances of agriculture, such as growing and supply chain issues, in addition to having a solid business and marketing foundation — something our students are perfectly suited for.”
From 29 proposals submitted to the competition, the W. P. Carey group was among six finalists selected for presentation at the annual PBH conference. The team included Logan Rohloff (BA Global Agribusiness ’16), Colton Hernandez (BA Global Agribusiness ’16), and seniors Daisy Solis-Alvarez (BA Food Industry Management) and Katherine Sieverding (BS Marketing). Rohloff represented W. P. Carey before judges from organizations such as Campbell Soup Co., Fresh Del Monte Produce Inc., Dole Food Co. Inc., and Sun-Maid Growers of California, as well as an audience of more than 200 industry executives participating in judging via mobile device.
“The competition was a natural ice breaker that gave industry professionals a reason to spark a conversation with students,” Hughner says. “After the presentation, several people commended the solid marketing plan, as well as Logan’s great speaking style.”
Scheduled social opportunities only added value to the experience. “With sponsors like Sunkist Growers, Nestle, Earthbound Farms, and more, the conference draws major players in produce,” says Hughner, “providing a rare opportunity for students to easily, naturally and comfortably mingle with higher-level industry executives.”