Voice of Business Blog

Guest post from Greater Rochester Chamber member Kendra Breen, Account Director at The Martin Group

The Greater Rochester market is rich not only with food and beverage companies, but also farms and manufacturers supporting everything from beer gardens to garbage plates.

Regional numbers report over 300 food and bev companies in the region, with household names like Constellation, Barilla, and Wegmans leading the way. More than 5,000 farms support these and other hospitality-geared operations; and every week, Rochester’s Public Market hosts upwards of 50,000 shoppers. Add this to the area’s restaurant scene, tailgating culture, and regular rounds of Genesee, and you have a region dependent on—and proud of—its food and beverage foundation.

This was certainly top of mind as our team at The Martin Group made one of our essential food and beverage-related stops of the season: to Niagara University’s annual Food Industry Center of Excellence Summit.

This year’s edition provided another engaging day of delicious food, industry camaraderie, and thought leaders sharing cutting-edge insights and industry breakthroughs across keynote addresses and panel discussions.

With an established event theme of “Built to Thrive: Next is Now,” our team was able to take in tips and trade secrets from some of the brightest minds shaping the industry; gain a greater understanding of some of the significant innovations set to alter the future of food; and envision how our work could either be adjusted or augmented by these exciting developments.

In the event’s aftermath, we were left thinking about takeaways not only pertinent to Rochester, but to the food and beverage industry across Western New York and beyond.

Here are a few that stood out to us, as well as why each could be so meaningful across a changing industry landscape:

Takeaway #1: Strategy for artificial intelligence use is key. 

The details: Yes, AI capabilities seem to be changing by the day. So many possibilities exist with this technology, especially in the food and beverage industry. But according to presentations provided throughout our day at NU, deciding which specific AI agent to use shouldn’t be a chief concern. The chief priority for businesses should be to figure out how AI can fit into their overarching strategy and workflow, and help aid their goals.

Activating AI use in and of itself shouldn’t be the goal; understanding how it can meet their needs should come first.

Takeaway #2: Think like your customers dream.

The details: Shifting back to humans, Mary Purk—co-founder of the AI at Wharton Research Center—touched on how many consumers are used to getting their food and beverage recommendations through the likes of personalities like Martha Stewart or Joanna Gaines. This is how they’re connecting to products and tastes—through people and examples and application.

This certainly brings technology back into the equation, but it reiterates that people still sell your services, not AI agents or algorithms.

Takeaway #3: Young shoppers are using products to signal identity.

The details: Shoppers have always liked telling a little about themselves through their tastes and retail choices. Today’s young shoppers are no different—and if they’re using products to signal their ever-evolving identity, it makes brand messaging that much more important. Brands need to be developing their products and their messaging beyond just what the product is and why it should be purchased. Instead, they need to be considering how the product fits into people’s lives, the identity, and the overall vibe of their target consumer—and creating marketing strategies around that.

Simply put, it changes the traditional marketing approach from marketing why something is great to marketing to what the product actually means to the buyer.

Takeaway #4: Bundles are making mealtime easier.

The details: Good news for those of us juggling work, family, and dubious time management: Grocery stores are increasingly packaging everything needed for a complete meal or recipe and selling it together, whether it's breakfast, dinner, or a specialty cocktail. It's a smart move that takes the guesswork out of mealtime and makes the shopping trip that much simpler. Bundles tap into the growing demand for convenience: fewer decisions, less planning, and a clear path from cart to table.

Could this reshape how food and bev purveyors think about merchandising? Check your favorite Flower City grocery stores and brands, because it certainly seems headed that way.

To learn more about The Martin Group and their work in food and beverage, click here.