Marketing Wellness

Session Track: Consumer Lifestyles & Demographics
Date: Thursday, March 29, 2012; 9:15 – 10:15 a.m.

Session Description:

Food is an essential part of our lives, and consumer interest in foods and beverages that promote health is thriving. This session will address new research findings from the International Food Information Council’s Functional Foods/Foods for Health Survey which demonstrates consumers’ interest in functional foods, and the barriers that prevent consumption. The session also will explore the increased buying power of several emerging audiences. Children and pre-teens, moms, and Millennials are rapidly expanding segments that demand resonant product attributes and customized brand messages. By understanding these three burgeoning and influential markets, formulators and marketers can develop and deliver healthy foods and beverages to these underserved audiences.

Speaker Information:

Jeff Hilton, M.S.A., Co-Founder & Partner, Integrated Marketing GroupJeff Hilton
Jeff Hilton is partner and co-founder of Integrated Marketing Group (IMG), a marketing and branding agency servicing a national and international clientele. Jeff has been recognized by Advertising Age as one of America’s Top 100 Marketers and has more than 28 years of broad-based business experience, including 18 years spent within the natural health products industry with leading companies such as Nature’s Way and Nutraceutical Corporation. Jeff has also worked at several major national agencies, where he guided the marketing efforts of numerous recognized consumer brands including Continental Airlines, Mrs. Field’s Cookies and Major League Baseball. He was recently awarded the Personal Service Award from Nutrition Business Journal (NBJ) in recognition for his ongoing outreach efforts including editorial contributions, pro-bono work, webinars and speaking engagements within the healthy lifestyles industry.


Elizabeth Rahavi, R.D., Associate Director, Health and Wellness, International Food Information Council
Elizabeth B. Rahavi, RD, specializes in providing science-based communications about nutrition, health and wellness. She has extensive knowledge in consumer understanding of nutrition and food safety and serves as the Associate Director, Health and Wellness at the International Food Information Council (IFIC). Elizabeth is responsible for monitoring and tracking media trends on nutrition issues, developing communication materials and promotion plans, and facilitating IFIC’s outreach to opinion leaders. She has authored numerous papers on consumer understanding of food and health, and serves as a media spokesperson for IFIC. Elizabeth is an active member of the American Dietetic Association, Food and Culinary Professionals and Dietitians in Business Communications practice groups. She received her Bachelors degree in Dietetics & Institutional Administration from Texas Woman’s University, and completed her internship with Sodexho.