Annual Farm to City Expo

The Farm to City Expo is an annual half day forum supporting local purchasing in the food service industry. When you attend the Farm to City Expo you can discover how buying locally can improve your bottom line. 2018 Registration Coming Soon!

Here's What Happened at the 2017 Forum:

The Power of Branding 'Local'

Tuesday, March 7, 12:00pm - 2:30pm
Room 1C04

Join the New York State Department of Agriculture and Markets to learn how to increase the value of your brand by building “local” into your identity.

“Local” is the hottest buzzword in food right now. In 2016, a National Restaurant Association survey indicated 68% of consumers are more likely to visit a restaurant serving locally-sourced items, and a 2015 A.T. Kearney survey of over 1,000 U.S. consumers found nearly 80% were willing to pay over 10% more for local foods. In response, up to 92% percent of restaurateurs say they plan to add a locally-sourced item to their menus within the year. As demand steadily increases for locally-grown and sourced foods, it’s of value to the restaurant and foodservice industry to integrate these foods into menus and elevate this in branding. 

Our panels will offer insights from industry experts on why building brand value is important. Walk away with invaluable knowledge on how to shape a fabulous brand and increase your bottom line when you make ‘local’ stand out.

Farm to City Expo 2017 co-sponsors include:

Schedule of Events: 

Opening Remarks

Melissa Autilio Fleishut
President and CEO
New York State 
Restaurant Association

Richard A. Ball
Commissioner, New York
State Department of
Agriculture and Markets

Linda LaViolette
Special Assistant, New York
State Department of
Agriculture and Markets   

Dr. Miguel Gómez 
Associate Professor,
Dyson School,
Cornell University

The Power and Value of Brand



Marianne Klimchuk
Professor and Associate
Chairperson of the
Department, Packaging
Design, Fashion
Institute of Technology

Sandra Krasovec
Professor, Packaging
Design, Fashion
Institute of Technology




Moderated by:
Jill Kaplan
VP & Publisher,

Crain's New York Business


The Benefits in Branding Your Menu 'Local'



Lela Chapman
Sales and Partnership
Greenmarket Co.

Rick Stein
Vice President of
Fresh Foods, Food
Marketing Institute




Moderated by:
Jenna Liut
Host of Eating Matters,

Heritage Radio Network


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