Alex Ririe, Director at award-winning strategic and creative brand consultancy The Collaborators, will be presenting a session entitled Understanding and Influencing Your Customers at this year's edition of the Fair. The presentation will reveal exactly how to apply emotional intelligence principles for business success, using real-world examples and practical tips. 

Speciality & Fine Food Fair sat down with Alex to learn more about the topic and to hear some of her predictions for the future of food & drink. 

How do you feel about being part of the Fair’s seminar programme this year?

I’m excited. I really enjoy Speciality because it’s full of so many businesses and brands that have real heart and soul. 

What do you think might be some of the main talking points/themes of your session?

The concept of emotional intelligence or EQ is well established from a people perspective but it’s far less common when it’s applied to businesses and brands. That in itself is really interesting because it feels quite untapped, yet it can inspire a genuine competitive advantage. For most marketeers or business owners, understanding how to connect with people and get them to buy into a product or service is the holy grail! I certainly don’t have all the answers but I do have some helpful tips and insight about how we make purchase decisions and why selling things on quality and value won’t always cut it. 

Why is it important to discuss this topic?

These are tough times for businesses and consumers. People are increasingly stressed-out, worried about money, too busy and cynical… smaller businesses and brands need to find ways to cut through all the noise and compete with big brands with big marketing budgets. I believe that empathy and emotion are a really good way to do this.  

We’re celebrating our 25th anniversary this year – do you have any predictions for the next 25 years in the speciality & fine food industry?

I see a niche but growing trend in people rejecting mass consumerism, big business and unsustainable global practices. They’re seeking out local, values-led businesses that contribute positively to our society, our health and our planet. I hope that this trend is massively amplified in the next 25 years and we all learn to value the work and effort that goes into producing good quality food.