SmartMarketing will travel to New Orleans in 2008 with a parade of innovative ideas, significant trends and consumer insights that will bolster your marketing savvy and boost your knowledge of today's customers. With a renewed focus on dairy, SmartMarketing will lead you to the future of successful dairy marketing with a back-to-basics approach demonstrating how to make new innovative techniques work for you. Each session is designed to help you reach your ultimate goal: boosting sales and profits.

Our outstanding line-up of speakers will outline how you can take advantage of current lifestyle trends to become leaders of your own dairy marketing parade of excellence.

Register today to discover two information-packed days that will inspire you with big ideas and provide real value for your marketing plans.

The Dairy Industry's Only Marketing Meeting!
SmartMarketing is the only professional development experience that provides comprehensive solutions to the most pressing issues facing dairy marketers. Our impressive line-up of speakers will help you stay ahead of the trends that are affecting the food industry. The sessions will help you synthesize trends and view your business with a fresh focus. You'll hear up-to-date case studies, best practices, innovative strategies and practical tactics that you can use immediately in your product marketing plans.

We know your time is valuable. That's why we've jam-packed each day with more high-powered presentations and insightful sessions than ever before.

SmartMarketing provides unparalleled opportunities for cultivating dairy marketing contacts. You won't want to miss the exceptional social events, inspiring innovation sessions or the Achieving Excellence Award Ceremony.

AGENDA

DAY ONE — Wednesday, March 12, 2008
8:00 – 9:00 am	Pre-Conference Session for Milk Marketers Don't miss out on important MilkPEP fluid milk marketing programs for 2008 that will help you sell more milk. Learn about upcoming programs for white milk focused on The Campaign for Healthy Weight and about flavored milk promotions like the Halloween Feature Incentive program. Speakers: Julie Buric, Vice President Marketing, MilkPEP Colin Kennedy, Vice President, Draft
9:00 – 10:30 am	Dairy and School Food Service 101 Trying to Make Sense of the Caloric Standards for Schools Alliance for a Healthier Generation, the IOM report, Senator Harkin's School Nutrition Bill; it can be difficult to make sense of the varying recommendations for nutritional standards in schools. This session will help you better understand the current initiatives to provide new guidelines to our nation's school food service. Moderator: Cary Frye, Vice President, Regulatory and Scientific Affairs, International Dairy Foods Association Speakers: Laura Hatch, Industry Associate Director, Alliance for a Healthier Generation Christy Manso, School Beverages Manager, Alliance for a Healthier Generation Kate Wilson, President Elect, School Nutrition Association
10:30 – 11:00 am	Dairy and School Food Service 102 What do Schools Want? Now that you have gained a better understanding regarding the proposed guidelines and pending legislation for school food service, what should you do? How do you keep, expand or add your products to the school lunch line? How do you know which guidelines to follow? Here's a how-to on approaching and expanding dairy sales in schools. Speaker: Doug Adams, President, Prime Consulting Group
11:00 – 11:15am	Refreshment Break
11:15 – 11:45 am	Dairy and School Food Service: Recess Just how tasty will the new, lower-calorie flavor formulations be? You'll be the judge during this session as you taste-test many of the new products that have been designed to meet the recommended school foodservice guidelines.
12:00 – 1:30 pm	El Almuerzo Mexicano con Colegas (Group Luncheon) Dine with fellow marketers on traditional Mexican fare as we explore the exploding opportunities for marketing to Hispanic and other Spanish-speaking demographic groups in the United States. Speaker: Victor Zaborsky, Director, Marketing, MilkPEP
1:30 – 2:15 pm	Hispanic Market Opportunities for Dairy DMI will present findings from the 2007 DMI Hispanic Marketing Report and share insights on dairy's position in the food category. You'll gain a better understanding of Hispanic consumer attitudes, practices and behavior in the market and learn what the overall implications are for dairy consumption. Speaker: Jill McDonough, Hispanic Platform Leader, Dairy Management Inc.
2:15 – 3:15 pm	Labeling Claims Hot Topics This session will provide the latest information on recent changes and proposed changes to labeling regulations. Whether is rBST-free milk or milk from cloned cows; this session will help you understand the restrictions on claims. Speaker: Cary Frye, Vice President, Regulatory Affairs, International Dairy Foods Association
3:15 – 3:30 pm	Refreshment Break
3:30 – 4:15 pm	Being a Better Buyer of Market Research Market research has a well-defined and accepted role for most companies today. It provides insight for the development of new products and campaigns as well as to evaluate the success of marketing programs. This session will introduce you to the best practices of market research execution and help you evaluate your research plans to help you provide more insightful strategic direction. As well as the does and don't of the newest surge of "do it yourself" online research. Speakers: Wendy Goldman Scherer, President, Scherer Cybrarian Services Andrew Scherer, Managing Partner, Scherer Cybrarian Services
4:15 – 5:00pm	Kids and Tweens: The Next Big Thing In 2007 US companies spent nearly $17 billion marketing to kids and tweens and advertisers are still looking to spend more to reach this audience. They are a growing demographic that text on their cell phones, socialize on the internet and play baseball on their Wii. Multi-tasking with multiple media is nothing new for this generation of consumers. How learn how to market best to this new tech savy generation. Speaker: Alison Bryant, Senior Research Director, Nickelodeon/MTV Networks Kids & Family Group
5:00 pm	Salute to Innovation Welcome Reception Greet old friends and meet new ones as we kick-off SmartMarketing with a salute to innovation. Browse through the Hall of Innovation, or take a look at the entries to this year's Achieving Excellence Marketing Awards. Great new marketing ideas, delicious food and lively conversation will provide the perfect setting for an evening of networking and relaxing.
DAY TWO — Thursday, March 13, 2008
8:30 – 9:15 am	Sustainability and Dairy Part I: Understanding the Consumer Perspective This session will explain sustainability and reveal how consumers perceive the issue by examining research that reveals a cultural shift in consumer awareness and acceptance of business practices relating to sustainability. Specifically, consumer perception of perceived risks from air, water, sun and food vectors affects personal behavior as well as larger notions of what are sustainable and environmental practices, products and services. The presentation will offer guidelines for effectively marketing and communicating sustainability efforts to dairy customers. Speaker: Kate Peringer, Marketing Communications Manager, The Hartman Group
9:15 – 10:00 am	Sustainability and Dairy: Part II: The Dos and Don'ts of Marketing Sustainability As interest in sustainability increases, more and more companies are attempting to market themselves or their products as being green. Some are doing so properly; others are pushing the limits and are putting their companies and brands at risk of legal or consumer credibility problems. On January 8, 2008 the Federal Trade Commission held a public workshop to examine, among other things, green marketing practices, and in the future the FTC may issue revised marketing guidelines. Legitimacy is critical, but many models and metrics lack a proper context, one model, the Social Footprint Model, are garnering attention and could be the model of the future. Attend this session to learn about the model and some examples of how to properly support and lead an effort on becoming sustainable and marketing that to consumers effectively. Speaker: Mark W. McElroy, Executive Director, The Center for Sustainable Innovation
10:00 – 10:15 am	Refreshment Break
10:15 – 11:00 am	Sustainability and Dairy: Part III: Marketing Sustainable Products You've heard the phrases- "Going Green", "Sustainability" now hear real life examples of how companies are tapping into consumers' interest in "green" products by enhancing the eco-friendliness of their products and packaging. Translating green into consumer marketing opportunities is one of the hottest issues of the decade, is it easy to do? Speakers: Bill Horner, President & CEO, Naturally Iowa Inc. Wade Groetsch, President, Blue Lake Citrus Products, Inc.
11:00 – 11:45 am	Concurrent Session A: What's Your Score? The average consumer heading into the grocery store is faced with an array of labeling claims to be the best health choice such as low fat, fortified or antioxidants. So over the past year manufacturers and retailers developed their own rating systems for food. Learn how the various systems work and how dairy products fare. Speaker: Clay Hough, Senior Group Vice President and General Counsel, International Dairy Foods Association Panelists: Heather Paquette, Marketing Manager, Strategic Initiatives, Hannaford Bros. Co. Dr. Greg Miller, Executive Vice President, Product Innovation, Dairy Management Inc.
	Concurrent Session B: Uncovering Insights on Hispanic Shopping Behavior Hispanic purchasing power is projected to increase 9% each year and will be at least $1.2 trillion by 2010. To win at the shelf, it is vital for the Dairy Industry to understand what is driving growth in this consumer segment - not an easy task when considering the complexity of the Hispanic population in terms of acculturation, language preference, and attitudes. Based on survey and purchasing data collected by IRI on Hispanic consumers, this presentation will help Dairy marketers discover the shopping patterns and preferences of a multifaceted segment that is growing six times faster than the general population. The session will address how acculturation impacts shopping and purchasing behaviors, what the top influencers of Hispanic purchasing behavior are, and which retail channels Hispanics prefer to shop in. Speaker: Staci Covkin, Senior Vice President, IRI Consumer & Shopper Insights
11:45 am – 1:30 pm	The Achieving Excellence Marketing Awards Luncheon Join us as we honor the dairy industry's most accomplished marketers at this year's presentation of the prestigious Achieving Excellence Marketing Awards. We'll take a close look at the most creative and effective marketing programs from some of the industry's sharpest minds. Work will be featured by winners in each award category, covering a broad range of products and service categories, including cheese, cultured dairy, fluid milk, frozen novelties, ice cream, ingredients, processing, and packaging and distribution services. You'll be entertained and enlightened by an exciting multi-media presentation. All entries will be on display during the conference, but the winning entries won't be identified until the awards are presented at this special luncheon celebration. The awards contest is co-sponsored by the International Dairy Foods Association and Dairy Foods magazine. Presenters: Connie Tipton, President and CEO, International Dairy Foods Association Clay Hough, Senior Group Vice President and General Counsel, International Dairy Foods Association Amy Vodraska, Associate Publisher, Dairy Foods
1:30 – 2:15 pm	Global Beverage Trends: What is Dairy's Role? This session will outline the position of fluid dairy within commercial beverage market worldwide with a special focus on trends in North, Central and South America. It will examine the latest global consumer trend to health and wellness. You will leave this session with a better understanding of dairy's part in this global health phenomenon, as well as, what competing beverages are doing to gain their share of the market? Speaker: Rob Shuttleworth, Deputy Chairman, Canadean Limited: The Global Beverage Research Specialists
2:15 pm	Adjourn

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Make SmartMarketing the home of your team retreat.
Let IDFA help you set up a meeting for your sales and marketing team. We'll work with you to coordinate additional functions just for you and your team. We guarantee your entire team will find SmartMarketing to be a valuable experience. And we'll even cover the room and AV charge for an afternoon meeting after SmartMarketing adjourns! Contact Shira Pisner for more information at 202-220-35332 or spisner@idfa.org.

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HOTEL AND TRAVEL INFORMATION

Return to the Big Easy with IDFA!
The cultural riches, sensual indulgences and unparalleled service that define the New Orleans experience continue to flourish, as they have for centuries. The birthplace of jazz, home to some of the greatest restaurants (and service) in the world, an oasis of history and charm on the Mississippi, New Orleans is all that and more. Come to SmartMarketing and experience all the Crescent City has to offer!

Hilton New Orleans Riverside
The Hilton New Orleans Riverside hotel is a full-service luxury complex that is virtually a city within itself. After a $66-million renovation project, the hotel offers many new and expanded amenities, including an electronic express check-in area and business center, the River Blends Café "Proudly Serving Starbucks®," and Drago's Seafood Restaurant, a Louisiana local favorite. In addition, the hotel features 34-inch plasma television sets in Kabby's Sports Edition Bar and full-service dining at Le Croissant restaurant.

Please call the Hilton New Orleans Riverside directly for your hotel reservation at (504) 561-0500 to reserve a room today. Refer to SmartMarketing 2008 to receive a special $199 single/double room rate. The deadline to secure a room is February 15, 2008.

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EXHIBIT YOUR PRODUCTS AND SERVICES

For only $1500, your company can exhibit at the industry's only conference for dairy marketing and sales professionals!

Exhibit fee includes:

• Draped six-foot table, guaranteed traffic during Salute to Innovation Reception!
• One complimentary registration
• Listing on the IDFA website
• Listing in the onsite program
• Listing in press release to trade press
• Mailing list of conference attendees

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