AnaMaria Friede has deep experience in the world of food. She currently leads a team that drives the purchasing strategy and execution for Breakfast, Baking, Meals, Household Essentials, Baby and Pet Categories. She strives to deliver a positive impact on the world. She has a passion for broadening the selection of high quality products, building deeper relationships with supplier communities around the world and advancing environmental stewardship initiatives. Since joining Whole Foods Market in 2004, AnaMaria has led supply chain process improvement projects and has advanced quality standards for Canned Seafood and Household cleaners categories. AnaMaria was recently recognized with the Whole Foods Market’s 2021 All Star Award in recognition for excellence in leadership. Before joining Whole Foods Market, AnaMaria worked for Ahold USA in several merchandising roles. She holds a B.S. in Business Administration from C.E.S.A in Bogota Colombia, where was born and raised. She also has an MBA from Canisius College in Buffalo, NY and currently lives in Austin, TX with her husband and two children.

Johnny is a Sr. Business Development Manager at 301inc, General Mills’ Venture Capital arm. Prior to joining 301inc, he was a Brand Manager on a number of General Mills’ platforms, including Progresso Soup, Pillsbury, Cereal, and Snacking. Before his time at General Mills, he was a Project Manager in a construction firm by day and a breaking dancing instructor by night. Johnny holds an MBA from UVA’s Darden School of Business and a Bachelor’s in Mechanical Engineering from Duke University.

Danielle is the founder and CEO of NuttZo, which has a well-deserved reputation as one of the most innovative brands in the natural food movement. Its product line ranges from multi-nut and seed butters to suit every palate (including keto, paleo and vegan palates), to a five-seed butter called Tahini Fusion, to superfood-rich snack bars for stellar on-the-go nutrition. When she launched Nuttzo in 2008, Danielle also co-founded Project Left Behind (PLB), a non-profit whose mission is to help orphaned and disadvantaged children in Peru. PLB is supported by every sale of NuttZo products.

Heidi Traore has been a passionate member of the US natural products industry since the late 1980s and currently serves as supplier relationship development manager for National Co+op Grocers (NCG), a business services and purchasing co-op with $2.5 billion in annual sales serving 148 US retail food co-op members. An established sales and marketing professional, Heidi worked with NCG’s category management team on solidifying a fact based business approach through targeted bi-annual business planning events that have enhanced business relationships and created efficiencies for her organization and its partners. Under her leadership, NCG promotional program revenue grew 69% over a four-year period. Through collaborations within cooperative supply chains, Heidi has been instrumental in bringing exclusive products produced by co-ops or made with cooperatively sourced ingredients to market at retail food co-ops. Most recently she is working to establish a supplier diversity system that will seek to diversify NCG’s supply chain.

Bryan currently works on the future of food and technology leading Hormel Foods venturing and incubator unit. He has 20+ years of food industry experience in brand management, new business development, and sales strategy.

Carol is the Editor of NOSH, BevNet’s media property focusing on Natural, Healthy, Sustainable and Organic food products. Carol previously worked and consulted for several consumer goods companies, many within the food space. She also was on the marketing team for Whole Foods Market in the North Atlantic region. Prior to focusing on the food industry, Carol worked at several tech companies, including HubSpot, and served as a consumer researcher at AMP Agency. A graduate of Brandeis University in Journalism, Cultural Anthropology and Theater Arts, Carol is passionate about the food, agriculture and beverage industries.