The foodservice industry is expected to have its fourth straight year of growth, reaching sales in excess of $660 billion, according to the NRA Industry Forecast. The results of this growth are seen every day in headlines—the pressure for innovation, mergers and acquisitions, the struggle for talent recruitment and retention. These forces are what Women’s Foodservice Forum (WFF), a leadership development organization, attributes to its unprecedented demand and what provides the basis of its latest campaign.

“Too often we hear from industry leaders that the only thing holding them back is a lack of talent who are ready to take on challenges and drive the organization forward,” says WFF president and CEO Fritzi Woods. “The industry is more dynamic than ever and it requires organizations to have leaders at every level equipped to make sound decisions quickly.”

This year, WFF will reach more than 22,000 foodservice industry professionals with its content, programming, and events, a telling increase from the 14 women who founded the organization in 1989. In addition, employees and executives of more than 1,000 companies participate in WFF programs each year.

WFF features two such people in its latest campaign. President of Kraft Foods North American Foodservice Fred Paglia and Kellogg Company marketing director Min Jung Tavella were tapped to share how WFF has benefited them and their organization. Campaign elements include testimonial videos, print ads, and digital content. The campaign can be seen in foodservice trade publications, online, as well as at WFF and foodservice industry events.

“In the past few years we’ve been able to shift our messaging from why diverse leadership matters to how organizations achieve it, which is a great thing,” Woods says. “Featuring real members in our campaign allows us to demonstrate the tangible benefits our organization provides.”