Forum for Change

WFF’s sustained growth correlates perhaps most strongly with how well it aligns its mission with its programming.

By Patricia B. Dailey, Editor-in-Chief -- Restaurants & Institutions, 5/1/2007

Measuring something—assigning its appropriate worth and value—is most succinctly done with numbers. When attendees talk about Women’s Foodservice Forum’s 18th Annual Leadership Conference, held last month in Orlando, the first call out of many will reference is its sheer size. The first conference, held in 1990, drew about 50 curious, passionate and committed participants. In 2007, advance registrations numbered 3,009—a strong, dynamic figure in its own right but even more impressive when the growth is mapped over time.

All kinds of meaning can be found in the fact that so many want to participate in and experience WFF’s headline event, to feel the power of its mission and vision put into action and to take advantage of its professional and personal growth opportunities.

The foodservice industry employs millions of women and, in its own way, that may be a strong enough reason for the vitality and passion. But the sustained growth correlates perhaps most strongly with how consistently and successfully WFF aligns programming with its mission and brand promise: Elevating Women Leaders.

Comparing WFF’s formalized membership material to verbatim comments from members is the most accurate metric, the real reason that conference attendance surpasses nearly any other industry event.

Who We Are: WFF is the premier leadership development community for collective insights and connections that empower women to envision and achieve their highest potential.

“It’s about personal development, an opportunity to work with phenomenal people. It’s almost like cheating—you get to work with masterminds from other companies who, unless you went to work for them, you would not get to interface with.” —Wendy Beck, Chief Financial Officer, Whataburger

“Edna Morris became a mentor to me. At the second conference, she talked about how she managed her career. Every year since, she has kept up with me. That has made a difference.” —Roz Mallet, President and Chief Operating Officer, Caribou Coffee

What We Do: We engage the foodservice industry to develop leadership talent and ensure career advancement for executive women.

“I can tie my career progress to what I’ve learned through my work with the WFF. When I chaired the 2002 conference, my then-boss said, ‘I never knew what a great leader you are.’ With WFF, you can do things without being held back.” —Sandee Pritchard, Chief People Officer, Donatos Pizza

“It’s about inspiration. I come to conference to be recharged, inspired. I missed conference last year and I could tell; I needed that connection.” —Edna Morris, President, Blue Coral Seafood & Spirits

Where We’re Going: WFF is leading the transformation of the industry by enhancing the industry’s business performance through gender-diverse leadership.

“It’s about taking a step back, having the opportunity to think about leadership—what the important things are in terms of giving my team the things they need to be more effective at helping the company achieve its goals.” —Laurie Burns, President, Bahama Breeeze