Follow IFBC on Twitter

Premier Sponsors

Organic Valley

Oregon Wine



NW Pears




Travel Oregon


Cabot Cheese




Safest Choice Eggs



Kettle Brand Potato Chips



US Potato Board

Nuvia Cafe

For Sponsorship Opportunities please contact
Reno Walsh

Event Sponsors

Oregons Washington County

Bob's Red Mill

whole foods

Stone Buhr

Omar Niode

Made in Nature



Macaroni Grill



Veggie Grill

The Original

Urban Farmer


Lavishmint Vodka






what's the scoop?

random order

Smokehouse 21

Food Wishes



say media

Harvard Common Press

Ridiculously Efficient


Vida Vegan Con

Northwest Stir


House Spirits

Elite Sponsor


Friday August 24, 2012

12:00 -1:30
12:30 -1:00
Book Fair & Registration
Organic Valley Grilled Cheese Lunch
Enjoy 3 kinds of grilled cheese sandwiches, organic
smoothies, and farm fresh apples! Meet Penelope Jagessar
(award-winning documentarian) and Carly Harrill
(Strategic Partnerships Director) from Healthy Child Healthy World.
1:40 - 2:00 Conference Welcome
2:00 - 2:45 Keynote: Bruce Seidel, CEO of
Electus' YouTube Food Channel,
2:45 - 4:15

Live Blogging with Travel Oregon

In this fun session, you will have the opportunity to taste, review, and blog or Tweet a delicious variety of Oregon food and beverage products. Each brand will have five minutes to serve you their product, give a short explanation, and answer questions while you blog or Tweet about the product live. After five minutes, a new brand will move to your table to do it all over again!

4:30 - 5:45 Sessions and Workshops
  • Topic 1: Gluten-Free Living: Great Changes to Enhance Your Healing, Health and Recipes! Led by Dr. Jean Layton from The Gluten-Free Doctor.
  • Topic 2: Building Community Online and Offline. Led by Keren Brown of Foodportunity.
    Learn to foster the best relationships online and off. In this session, Keren will discuss: How do you take networking to the next level? How do you make use of all these relationships? Where can you find more readers? How can you think outside of the box?  How do you foster relationships in blogging and create opportunities?
  • Topic 3: How Bloggers, PR Pros and Brands Can Best Work Together. Lisa Hill (PR), Cheryl Sternman Rule (author/blogger), Carrie Welch (PR, Little Green Pickle), Lisa Golden Schroeder (photographer/stylist/blogger) and Heather Jones (Heather Jones Consulting) .
    Partnerships between bloggers and PR pros can be a complicated dance. How can you as a blogger suss out suitable partnerships, and when (and how) should you say no? What do PR pros seek in blogging partners? This session will focus on the shifting dynamics in this space and will empower bloggers to choose their partners wisely.
  • Topic 4: Mixology for Dummies: How to Mix Cocktails at Home That Will Make Your Bar Tending Friends Take Notice. Led by Warren Bobrow.
  • Topic 5: Sweet and Spicy, Salty and Cheesy: A Wine Pairing Adventure: Wine guru Jameson Fink will take you on a tasting journey with wines from dry to sweet, light to bold to find out what works (and what doesn't) with some basic flavors. 
  • Topic 6: Niche Blogging: The ladies of Vida Vegan explore the methods and reasoning behind niche blogging--vegan, gluten-free, kosher, they’re not for everyone! As a niche blogger, how do you define your focus? How do you handle the extra pressure of writing for those outside your niche? Is your blog part of a mission? How do you develop a sense of community among like-minded bloggers?
5:45 - 7:00 A Food and Wine Reception
hosted by Oregon's Washington County
7:00 - 9:00 A Taste of Oregon and Gourmet Fair
Enjoy sampling a variety of gourmet goods
from producers, nibble on cuisine prepared
by some of Portland's best chefs and
restaurants, all while discovering goodies
in our Gift Suite. Here's a taste of who will
be there

Saturday August 25, 2012

7:00 - 9:00 Breakfast Buffet brought to you
by the
National Pork Board
8:00 - 8:50 Pork: Responsible, Ethical Farming.
An age-old institution restores public
trust as it leads the way in modern farming
9:00 - 12:00 Technology Workshops

During this period engaging speaker will guide you in the world of technology. Each 1-hour 20-minute session will be given twice, so you’ll have the opportunity to sit in on two. Session 1 is from 9am-10:20am, Session 2 is from 10:30-11:50. Sessions will include the following topics:

  1. SEO for Recipe and Food Blogs (now at 10:30am ONLY!)
    Content is King, but structure is Queen. In this session, Rand Fishkin, CEO & Founder of, will cover common search engine issues, how to make your blog more findable, and more! (*Due to an unfortunate schedule change Rand will only be available for the second session at 10:30. We apologize!)
  2. Creating Supercharged Content to Drive Traffic and Build Your Brand.
    We know that SEO and keyword research are important for building traffic, but many bloggers aren't quite sure how to apply these practices to everyday writing. In this interactive session, Marissa Brassfield will show you how to create traffic-driving content that won't sacrifice the spirit of your blog. She'll cover how to craft sizzling, SEO-friendly titles that stand out in RSS readers and social media streams, share content repackaging strategies to breathe life into old blog posts, and help you navigate the murky waters of listicles and linkbait.
  3. E-Book Publishing
    In this exciting session, industry leaders will shine a light on the world of digital publishing. They'll take you on a deep dive in content creation (on both the publishing house and self-publishing side); e-book sales/marketing, distribution, and monetization; and what the overall landscape looks like for cookbooks, cookbook publishing, and recipe content. Join Martha Holmberg (journalist and cookbook author) as she moderates a panel with Judith Dern (, Adam Salomone (Harvard Common Press), and Amy Worley (VP of Marketing at Andrews McMeel Publishing).
  4. It’s not selling out, it’s getting paid: the evolution of food publication monetization. Moderated by Sarah Stringfellow (SAY Media), featuring Gabi Moskowitz (BrokeAss Gourmet) and Tori Avey of (The Shiksa in the Kitchen).
    So you love food. You love the Web. You love writing articles about, taking pictures of and generating discussion around food and everything delicious. Problem is, this hobby is turning into an obsession turning into a part time job, and it’s time to help pay to get that grub on the table. Enter monetization. Join Sarah Stringfellow (SAY Media) as she moderates a panel with Gabi Moskowitz (BrokeAss Gourmet) and Tori Avey (The Shiksa in the Kitchen) who will discuss how you can utilize your own excellent content to have it start paying for itself. Covering everything from custom content to brand building to perfect partnerships, Sarah and the panel will help you understand how best to engage your audience while making the most of your financial opportunities.
  5. Stress-free Syndication: Content Marketing and Distribution. Presented by Bill Flitter, Founder & CEO of
    If you wrote a blog and no one read it, did you write a blog? In this session Bill Flitter, co-founder of, will explore ways to create a successful content distribution program that leverages the fragmented markets that exist online. With a myriad of new services, features and social media channels, it is a daunting task to update every platform and distribute the content that you create. Your audiences, friends and followers are fragmented across the Web, and often, messages get lost in the constant real-time stream. How can you get the most impact out of your content online without it getting lost? How can you publish your content without having to manually update across the Web?
  6. Break Out of Your Recipe Routine: Where to Discover New Meals to Blog About
    As a Food Blogger, your recipes need to consistently stand out among the crowded world of food blogging. Whether you're just starting out, have been blogging for a while, or you've been hitting a road block lately, Alexa Malott from and Currin Berdine from StumbleUpon will give you practical tips on how to keep the ideas coming, write with a seasonal calendar and your unique voice in mind, find inspiration in the unusual, and more!
12:00 - 1:30 Lunch and Presentation by
Ninja Cooking System
1:45 - 4:45 Writing Workshops

During this period engaging authors and editors will guide you in the world of food writing. Each 1-hour 20-minute session will be given twice, so you’ll have the opportunity to sit in on two. Sessions will include the following topics:

  1. Writing and Selling a Winning Book Proposal
    In the competitive marketplace of cookbook publishing, a tightly written and compelling book proposal is the link that sells a book idea. What does a winning book proposal look like? What are the components of the proposal? And how does one get the proposal in the hands of a discerning cookbook editor. In this session, award-winning cookbook author Diane Morgan explains the fundamentals and gives you all the tools for writing cookbook proposals that get noticed.
  2. The Insider’s Guide to Recipe Writing and Development
    Writing and developing original recipes is an inventive process spanning from your initial inspiration to final publication. But how do you make the jump from “adapted from” and “inspired by” to a totally unique culinary creation? The answer lies in the fundamentals of effective recipe creation, which includes every element from mastering the art of headnotes and striving for stylistic consistency, to embracing the importance of cross-testing while deciphering the six essential components of every recipe. Attend this session, led by Kelly Senyei, for the ultimate insider’s guide to finding success in the worlds of recipe writing and development. 
  3. Hungry for Words: The Devil is in the Details, God is in the Framework
    Writing is about more than words. Great food writing often comes down to the ability to describe magnificient details, but what a reader never gets there? Any writing, no matter the medium, requires certain building blocks: a great lead, a solid middle and an end that quench a reader's literary thirst are key.You'll take part in a series of innovative exercises, and leave armed with a series of "workouts" to strengthen and flex your culinary writing muscles. Led by best-selling author and writing coach Kathleen Flinn.
  4. Bloggers as Cookbook Authors: What Do Publishers Want?
    More and more, bloggers are getting their start online with the intention of turning their online content into a cookbook. But, more often than not, bloggers don’t know what publishers are looking for, or even where to begin. Join Adam Salomone, Associate Publisher of The Harvard Common Press, as he talks about the process of sourcing, evaluating and working with bloggers from the publisher’s perspective. He’ll delve into questions about how to distill your online presence into a pitch and proposal, how bloggers can work with agents and publishers to maximize their impact, and what publishers look to when deciding whether or not a blogger is a “fit” in their publishing program. Along the way, attendees will explore issues around branding and vision for their blog, how that fits into a holistic approach (both online and off) to their content endeavors, and what questions they should ask before embarking on any publishing process.

5:00 - 6:30 Career Fair and Industry Networking

Looking to advance your career in the food world? There are many companies looking to hire and partner with bloggers. Don't miss this opportunity to network with those in the food industry who are looking to work with food bloggers. Make key connections with editors, publishers, PR firms, and food-related businesses, such as:, Harvard Common Press, Jenn-Air, The International Association of Culinary Professionals, Lisa Hill PR (Stone Buhr, Tipu's Chai, Diane Morgan, Moonstruck Chocolate Company), Maxwell PR (Pacific Natural Foods, Travel Oregon, Columbus Foods, Pamela's Products), Little Green Pickle (Organic Valley and Hungry), Northwest Stir, Oxmoor House/Time Home Entertainment, by Glam/Glam Media, Lisa Golden-Schroeder, Sandridge,, Andrews McMeel Publishing, OXOHarvest PR, IZEA, Gruman-Nicoll PR.


7:00 - 9:00 Farm to Table Dinner 
Enjoy an amazing family-style dinner
prepared by Wildwood Restaurant and Bar
with delicious local wines provided by Oregon Wine
9:00           MailChimp After Hours Party!

Sunday August 26, 2012

7:00 - 9:00 Nutiva Organic Vegan Breakfast
8:00 - 8:30 The Search for Real Food
Exploring the role of industrial food, GMOs,
authentic food movement, and how social
media is changing the food industry.
Led by John Roulac founder of Nutiva.
9:00 - 12:00

Photography Workshop:
Food Photography with The New York Times'
Andrew Scrivani and Live Cooking Demo with Chef John
from the video recipe production Food Wishes.
Chef John will be whipping up fabulous dishes for us to photograph
in this 3-hour workshop. Range provided by Jenn-Air; cookware,
knives and tools provided by Anolon Gourmet Cookware, Wüsthof,
OXO, and Ninja Cooking System.

Renowned The New York Times food photographer Andrew Scrivani will open this 3-hour Food Series with the A-Zs of Digital Food Photography. You’ll also enjoy a live cooking demonstration from Chef John of the production Food Wishes. He'll be whipping up five dishes for you to then photograph at numerous stations. Bring your cameras! Thank you, Jenn-Air, OXO, Anolon, Wüsthof, and Ninja Cooking System for your generous support!

12:00 - 12:30 Conference Closing



Amelia's picture

Looks like quite the line-up! May have to make a trip to Portland this summer!

Marie (Food Nouveau)'s picture

Just a note to tell you guys that you should really activate an anti-spam plugin to manage your comments, all those nasty & fake comments don't look too good (or professional) on the conference's site!

Sheri Wetherell's picture

We actually do have a spam filter, Mollom, which does block a significant amount of spam, but unfortunately, there are always those sneaky ones that make it through. We do check daily and delete them - which I'm doing now! :) Spam is a challenge for any site and we apologize.

Who Should Attend

Bloggers, Food Writers & Cookbook Authors

Publishers, Agents & Editors

Food Brand / Restaurant Marketers

Public Relations Professionals


IFBC 2013 Registration
For non-blogger participants: industry, media relations professionals, etc.
Fee: $395

IFBC 2013 Discounted Blogger Registration*
For active bloggers
Fee: $95

*New in 2013! See registration for qualifying details.

Food Bloggers Register here!
Fee: $95 for Food Bloggers, $395 for Non-Bloggers
Including gourmet food and drinks!

Presented By

Subscribe to the IFBC Mailing List

Sign up to get the latest information, news, and updates.
We do not sell or share your information with third parties. Click here to view our privacy policy.