Episode 408: Dr. Russell Zwanka
Sep 02, 2026
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Summary:
In this episode of The Produce Moms Podcast, Lori Taylor sits down with Dr. Russell Zwanka, Director of the Food Marketing Program and Associate Professor of Marketing at Western Michigan University, to explore the world of food marketing and the many career opportunities available across the food industry.
Dr. Z shares his journey from working in food retail and merchandising to becoming an educator focused on preparing the next generation of food industry leaders. He explains what food marketing really means and how marketing, sales, merchandising, category management, supply chain, procurement, and consumer behavior all work together to move food from producers and manufacturers to grocery store shelves and ultimately to consumers.
Lori and Dr. Z discuss the importance of understanding a brand’s differentiator, building consumer trust, and creating meaningful connections between food products and the people who purchase them. They also explore the unique opportunities for fresh produce as consumers increasingly prioritize health and wellness, as well as the importance of food safety and transparency in building confidence throughout the food system.
The conversation also highlights Western Michigan University’s hands-on approach to food marketing education. Dr. Z explains how internships, industry conferences, real-world experiences, and partnerships with major retailers and CPG companies help students prepare for successful careers in the food industry. He also shares the impressive 100% job placement rate among graduates of the food marketing program.
Looking toward the future, Lori and Dr. Z discuss the growing role of artificial intelligence, agentic AI, and technology in grocery retail and category management. They explore how AI could change the way consumers discover products and how food companies will need to adapt to an increasingly technology-driven marketplace.
Whether you’re a food industry professional, college student, retailer, marketer, farmer, produce professional, or simply interested in the future of food, this episode offers an insightful look at the people, education, technology, and innovation shaping America’s food system.
Takeaways:
- Food marketing is much more than advertising and encompasses marketing, sales, merchandising, category management, supply chain, procurement, and consumer behavior.
- Food marketing professionals play an important role in connecting producers, manufacturers, retailers, and consumers.
- Dr. Russell Zwanka brings extensive food industry and retail experience to his role at Western Michigan University.
- Western Michigan University’s Food Marketing Program focuses heavily on experiential learning and preparing students for real-world careers.
- Understanding a brand’s differentiator is essential to standing out in a competitive food marketplace.
- The Four Ps of Marketing—product, price, place, and promotion—remain important tools for food marketers.
- Competing solely on price can make it difficult for brands to create lasting consumer loyalty.
- Successful brands work to build consumer trust, confidence, preference, and ultimately brand advocacy.
- Fresh produce has a significant opportunity to connect with consumers as interest in health and wellness continues to grow.
- Food safety and transparency are essential to maintaining consumer confidence in the food system.
- The food industry offers career opportunities across marketing, sales, retail, merchandising, category management, supply chain, procurement, and more.
- Western Michigan University requires students in its food marketing program to complete an internship before graduation.
- Hands-on industry experience helps students better understand the many career paths available within the food industry.
- Western Michigan University’s Food Marketing Program has achieved a 100% job placement rate for its graduates.
- Category management helps retailers and food companies understand consumer behavior, product performance, and how products contribute to the success of a category.
- Continuing education opportunities include online category management certification and an MBA with a food marketing focus.
- Artificial intelligence and agentic AI are creating new opportunities and challenges for food marketers and grocery retailers.
- The future of grocery shopping could involve AI systems helping consumers discover, compare, and select food products.
- Food companies will need accurate and complete product information as technology becomes increasingly involved in product discovery.
- The future of the food industry depends on developing the next generation of talented and passionate food industry leaders.
- There are tremendous opportunities for people interested in food, agriculture, business, health, wellness, technology, retail, and consumer behavior.
Chapters:
00:00 – Welcome & Meeting Dr. Russell Zwanka
01:42 – Dr. Z’s Journey Into Food Marketing
03:35 – Inside Western Michigan University’s Food Marketing Program
06:19 – What Is Food Marketing?
09:21 – Food Marketing, Food Safety & Consumer Confidence
11:21 – The Four Ps of Marketing & Finding Your Differentiator
13:19 – Creating Value in Food Marketing
15:46 – Building Brand Trust & Brand Advocacy
17:21 – The Future of Fresh Produce & Health Marketing
18:10 – Food Industry Careers & 100% Job Placement
19:31 – Why Internships Matter in Food Marketing Education
21:37 – Career Opportunities Across the Food Industry
25:28 – Category Management Certification & Continuing Education
26:21 – AI, Agentic AI & the Future of Grocery Retail
27:20 – MBA Opportunities in Food Marketing
28:07 – The Western Michigan University Food Marketing Conference
34:24 – The Future of the Food Industry
37:11 – Developing the Next Generation of Food Industry Leaders
Resources:
Website: Western Michigan University Food Marketing Program
Food Marketing Conference: Western Michigan University Food Marketing Conference
Instagram:
@rzwanka888
@HCOB
@westernmichu
