What’s on the Menu for the Future? A Slice into Foodservice Trends and How We Should Prepare for Tomorrow’s Consumers’ Appetite

Ronnie L. De La Cruz

Friday, September 29th

11:00 a.m. – 12:00 p.m.

Location: Elliot/Drayton/Heyward


Foodservice Workshop

Mr. De La Cruz provides industry talks, consulting, expert witness, and training services for the breadth of the Fresh Produce supply and distribution channel through to retail and foodservice market segments. The hallmark of Mr. De La Cruz’ work is highly customized consulting targeted at a client’s specific needs and timelines. Mr. De La Cruz is also well known for his interactive and motivational speaking and training style geared at imparting “Real-world know-how” to his audience & trainees.

Areas Of Expertise:

Consulting – Mr. De La Cruz works with the full range of the supply channel from seed companies looking at bringing new varieties to market, to grower/shippers, wholesalers, retailers, and foodservice distributors on a range of issues from post-harvest technology, quality and handling, to sales and marketing restructure and strategies – all the way to consumers. Mr. De La Cruz works with companies in helping to assess new business venture opportunities and strategic business partnerships and acquisitions. He also guides companies with the development of long-term strategic plans, or in assisting in the implementation of new go-to-market strategies.

Expert Witness – Mr. De La Cruz provides expert witness testimony for cases involving fresh produce, or impacting the fresh produce or adjacent industries including service, technology, etc. providers. This includes expert opinions, review and comment on opposing counsel briefs, supplemental reports, motions to exclude testimony, preparation calls and meetings, deposition and trial testimony, as required by the case.

Training – Mr. De La Cruz provides extensive training to both U.S. and foreign grower/shipper organizations on product standardization, and sales and marketing techniques. Mr. De La Cruz also works with large retail chains in helping them capitalize on consumer trends and competitive differentiation strategies within their market areas. Mr. De La Cruz also provides training on the latest sales and merchandising techniques for the retail produce department, as well as shrink reduction strategies. Mr. De La Cruz also works extensively within the Foodservice sector, training Distributor sales reps on how to increase their fresh produce sales. Additionally, he works with Chain Restaurant groups, school foodservice and healthcare on proper purchasing, receiving and handling techniques to reduce fresh produce related shrink and increase the quality of produce served to their guests and students.