Sweeteners: The New Conversation

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Martin Concannon is the founder and managing director of Lafayette Associates. He has more than 20 years of experience advising senior executives of leading multinationals in the areas of business strategy, corporate finance, performance measurement, incentive compensation and process improvement. Prior to founding Lafayette Associates, Marty held consultant and management positions with several Chicago-area firms, including strategy boutique firm Marakon Associates, and process consultants Answerthink and Arthur Andersen & Company.

Sara Martens serves as a consultant for the MSR Group’s major consumer products and services companies. She has spent nearly 20 years in marketing and advertising and has worked extensively in branding and strategy development. Sara earned her undergraduate degree in journalism at the University of Nebraska-Lincoln. She is a member of the Marketing Research Association (MRA), Omaha Federation of Advertising and the University of Nebraska-Lincoln Journalism Alumni Association.


Consumers are talking about sweeteners in a new way, and what they have to say may surprise you. If you want to keep up in the marketplace, it’s time to enter a new sweetener conversation – and make sure your formulations speak to consumer needs, and your own.

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