DOBSON — Michael A. Moore, chief marketing officer for Lowes Foods, will be the keynote speaker at the fourth annual Southeastern United Grape and Wine Symposium hosted by Surry Community College Nov. 5, at the Shelton-Badgett North Carolina Center for Viticulture & Enology on the college’s Dobson campus.
The symposium’s focus this year is “Brand Building in the Southeast.” Moore will lead a presentation titled, “Rebranding – Crayons or Connections?” He will speak on how today’s fast paced, consumer driven markets constantly challenge marketers to maintain a strong brand image. Market shifts are so strong at times that they require winemakers to go down the one-way street of rebranding. Some brands have done so with tremendous success, but others have faced large barriers and have failed to do so effectively. The discussion will focus on the importance of rebranding through a retailer’s lens, informed from deep customer insights and connecting those insights into a whole new brand experience.
Moore is a transformational executive who offers a unique combination of retail, marketing services, and consumer products expertise. A 28-year industry veteran, Moore has established a reputation for successfully leading large and complex businesses. Moore and the Lowes Foods team are leading a complete rebranding effort for Lowes Foods, including in-store experience innovation, product development, new multi-channel advertising, grassroots marketing, guest insights and analytics, personalization, and strategic partnership development. Moore is also accountable for the eCommerce business and is leading a complete rebrand for the platform, which will enable a consistent Omni channel brand experience for the Lowes Foods guest.
Prior to joining Lowes Foods as chief marketing officer, Moore served as the chief marketing officer at SUPERVALU, which was the third largest grocery retailer in the United States. After SUPERVALU, Michael served as chief strategy officer for LoyaltyOne (an Alliance Data company), which specializes in loyalty marketing and retail analytics. Moore began his career at Procter and Gamble, and during his 24-year career with P&G, he held executive roles within customer business development, marketing strategy and planning, and global beauty care.
This annual symposium is a technical conference and trade show, which unites grape growers and winemakers from across the southeastern United States in a collaborative effort to support and expand the North Carolina and regional wine industry. Speakers from across the country, who are experts in their field of the wine and grape industry, are asked to come and share their ideas on key issues specific to the southeast.
Joseph Geller, viticulture instructor at Surry Community College, said, “The primary focus of the symposium is to support our local wine industry and transform the southeast into a premier grape and wine region. All successful wine regions have one universal underlying theme — education. The importance of education and the dissemination of knowledge relates directly to the fruit and wine quality of a particular growing region.”
He added, “Our symposium offers the chance to unite as a group with the common goal of improving the quality of our region through a focus on best practices within the wine and grape industry.”
In addition to keynote speaker Moore, the program also includes renowned speaker Markus Keller, professor of Viticulture at Washington State University. Keller literally wrote the book on the science of the grapevine and will discuss the optimization of grape ripening in the vineyard. Industry professionals from Nomacorc, Enartis Vinquiry, and Wright Global Graphic Solutions will be on hand, as well as leading educators in viticulture and enology from such colleges as University of Georgia, the University of Tennessee, Virginia Tech, and Appalachian State University.
The symposium is being sponsored by media partner, Wines & Vines magazine, the North American wine industry’s oldest and largest publication and industry directory, which merged with Practical Winery Vineyard, the publisher of technical journals. Other event sponsors are Lowes Foods, Bahco, Nomacorc, Wright Global Graphics, Enartis Vinquiry, Bucher Vaslin, Carolina Wine Supply, Electrostatic Spraying Systems, Scott Laboratories, Summit Wine Solutions, and Syngenta.
As a part of the symposium, the Grand Wine Tasting on Nov. 5 at 5 p.m. will highlight wines of the Southeast complemented by heavy hors d’oeuvres. The Grand Wine Tasting is open to the public for a non-conference rate of $25. The entire conference registration is $100 and includes the Grand Wine Tasting. Participants can register for the entire symposium or the Grand Wine Tasting at http://symposium.surry.edu/.