Policy and Advocacy

Public Health and Wellness

FNCE 2018

450. Consumer Adoption and Demand-Driven Innovation: Nutrition Solutions from Politics to Pantries

Sunday, October 21
3:30 PM - 5:00 PM
CE: 1.5

Session Level 2 - Intermediate

More consumers than ever are paying attention to health news and information. However, they also see a world of options, temptations, and confusion, whether at home, in a restaurant, or in a supermarket. To help consumers navigate this landscape, food and health professionals across all industries must solve the challenge of consumer adoption. This session explores the consumer adoption puzzle from the intersection of information and innovation, using nutrition policy as a backdrop to uncover what drives consumers to adopt new messages and change their demands. Presenters will also review opportunities for food and beverage companies to leverage a demand-driven innovation approach to meet consumers’ changing demands and drive adoption of their messages and products. Knowing the target and activating the right message to that target is critical for successful consumer adoption of information and innovation.

Learning Objectives:

Learning Need Codes:

  • 9020 - Evaluation and application of research
  • 7120 - Marketing
  • 1080 - Legislation, public policy

Jason Pelzel, MPH, RD

Jason Pelzel is an Associate Manager/Innovation Business Partner at The Nielsen Company, consulting with global food and beverage companies to provide market research services guiding their new innovations. His career focuses on the intersection of food, data, and communication. Jason previously worked at FoodMinds, where he helped clients navigate communications, science, and public affairs to meet their business and public health objectives. And prior to that, he led consumer research and nutrition communications initiatives at the International Food Information Council. Jason is a Registered Dietitian, graduating with a BS in Nutritional Sciences from Texas A&M University and MPH from the University of Texas School of Public Health.

Presentation(s):

Send Email for Jason Pelzel

Jason Pelzel, MPH, RD

Jason Pelzel is an Associate Manager/Innovation Business Partner at The Nielsen Company, consulting with global food and beverage companies to provide market research services guiding their new innovations. His career focuses on the intersection of food, data, and communication. Jason previously worked at FoodMinds, where he helped clients navigate communications, science, and public affairs to meet their business and public health objectives. And prior to that, he led consumer research and nutrition communications initiatives at the International Food Information Council. Jason is a Registered Dietitian, graduating with a BS in Nutritional Sciences from Texas A&M University and MPH from the University of Texas School of Public Health.

Presentation(s):

Send Email for Jason Pelzel

Marissa Duswalt Epstein, MBA, RD

Marissa has worked to promote a healthier, nutritious lifestyle for Americans as a dietitian in health care administration, nutrition policy, and public health. Marissa served in The White House as Associate Director of First Lady Michelle Obama’s Let’s Move! initiative to inspire a healthier generation of American families. She led efforts to implement major legislation including the Healthy, Hunger-Free Kids Act and worked with stakeholders across all sectors to promote nutrition initiatives such as MyPlate, The White House Kids’ State Dinner, the DrinkUp water campaign, and The White House Kitchen Garden planting. Currently, Marissa works at Stanford University in a dual appointment to lead the Health Education, Engagement and Promotion department for Stanford Health Care, Stanford’s first digital health education platform to deliver personalized education to patients across the health care system. At the University's Graduate School of Business, she teaches Food, Health, and Nutrition Entrepreneurship. She graduated magna cum laude from The University of Texas and completed her MBA at Stanford’s Graduate School of Business.

Presentation(s):

Send Email for Marissa Duswalt Epstein

Bill Kutcher, MBA

Bill Kutcher is a Vice President at the market research firm, The Nielsen Company. Within Nielsen, its division BASES is a global leader in sales forecasting, initiative optimization, analytics and consulting for new products, leading clients to successful innovation and renovation outcomes. In the Nielsen Innovation Practice, Bill oversees the engagements with several of the world's leading food and beverage clients. He has worked with Nielsen for 20 years, acquiring an in-depth knowledge of consumer data and syndicated data, specifically guiding pre-launch innovation planning and post-launch execution of client's new innitiatives. Bill majored in Marketing at Rutgers College and received his MBA from Rutgers School of Management.

Presentation(s):

Send Email for Bill Kutcher


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