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InternationalInternational Food and Food and Agribusiness Agribusine
Management Association
19th Annual World Forum and Symposium
Global Challenges
Local Solutions
Budapest, Hungary
June 20 - 23, 2009
“Meeting Food System Challenges Through
Innovation and Entrepreneurship”
Hyatt Regency • Monterey, California, USA
June 14 - 17, 2008
IAMA Business Office
PO Box 14145 • College Station, TX 77841-4145 • USA • Tel: 1-979-845-2118 • Fax: 1-979-862-1487 • iama@tamu.edu • www.ifama.org PRESIDENT’S MESSAGE
Dear Friends of IAMA, Ladies and Gentlemen,
We are living in a globalized society. Cities on every continent are becoming more and more alike. Multinational companies are present everywhere with similar
strategies and products. Although trade has become more liberal, economic developments in one part of the world immediately impact the other. Still, nations and
regions have their own economic conditions and social and cultural traditions which include food products and gastronomy. IAMA is a Worldwide Association which
embraces new opportunities to learn, appreciate and promote regional specialties.
Our industry is facing many challenges among every sector of the global agri-agro food system. The theme of this world congress is “Global Challenges - Local
Solutions.” Your Hungarian hosts have collaborated with organizations from Slovakia, Czech Republic and Poland and we’d like to present our economic solutions,
successes, and business strategies while sharing our rich cultural and gastronomic traditions.
IAMA’s is pleased to partner with the Food and Agriculture Organization of the United Nations (FAO) to once again, host a simultaneous workshop. Please see the
program description for this informative two-day workshop on Agribusiness and Agro-industries: Development in Central and Eastern Europe.
We would like to extend a warm welcome and invite you to come and share innovative solutions from your region of the world. We offer an outstanding program
combined with good food, music, entertainment and beautiful landscapes. Come and enjoy yourself, make new friends, and experience Budapest at the 19th Annual
World Forum and Symposium, June 20-23, 2009!
Lászlό Vajda, Ministry of Agriculture and Rural Development, IAMA President, HU
SYMPOSIUM SESSIONS
SATURDAY AND SUNDAY, JUNE 20 - 21 III. Customer Orientation and Marketing Student Case Competition
Ch: Gregory A. Baker, Santa Clara University, USA This year’s Symposium will appeal to a wide 1. Customer Orientation in the Food System
Ch: Imola Pallo-Kiserdi, Ministry of Agriculture, HUvariety of research and practice interests. Papers Ch: Agnes Szegedy-Fricz, Ministry of Agriculture, HU
feature timely topics centered on local solutions to
Thirteen teams will compete in the Competition global issues in the food and fiber system. 2. Value-Added Food Marketing through
representing universities from the Netherlands, Consumer Studies
Australia, Belgium, Canada, France, Hungary New The following workshops including the Case Ch: Zoltan Lakner, Budapest Corvinus University, HU
Zealand, South Africa, England, USA.Conference, Student Case Competition, Discussion
Sessions, Task Group Meetings and the FAO Work- 3. Consumer Acceptance and Branding of Food Products
Task Group Meetings & shop will be conducted in parallel sessions: Ch: Andras Seboek, Campden & Chorleywood, HU
Discussion Sessions
I. Food Chain Approach 4. Agricultural Management and Consumer Protection
1. Biofuels Session Ch: Doyle Baker, FAO, IT
2. Metropolitian Agriculture1. Food Chain Management
3. Sustainability in Agri-Food Chain Ch: Jacques Trienekens, Wageningen University, NL IV. Food Quality and Safety
4. Food Dynamics and Innovation
5. Market Oriented Strategies to Revitalize Albania’s 2. Excellence in Food Chain 1. Food Labelling and Nutrition Information for
Agricultural Industry Ch: Francis Declerck, Essec Business School, FR Consumers
6. Benefits of Rural Research and Development Ch: Pal Molnar. University Szeged, HU
Investment3. Innovation in the Food Chain
Ch: Frances Fortuin, Wageningen University, NL 2. Quality Management Systems in Agriculture FAO Workshop
and Food Industry
4. Supply Chain Management and Chain Economics Ch: Zoltan Erdoes, HNC for EOQ, HU Agribusiness and Agro-industries
Ch: Christian Fischer, Massey University, NZ Development in Central and Eastern
3. Environmental Challenges and Rural Development Europe
II. Agribusiness Strategies Ch: John Karlik, University of California, USA
Workshop Organizers:
1. New Chain Strategies for Development of 4. Food Security, Bioenergy and Sustainable Doyle Baker, FAO, Italy
Farmer’s Entrepreneurship Development Carlos da Silva FAO, Italy
Ch: Woody Maijers, InHolland University, NL Ch: Bernardo Pacheco de Carvalho, Stejpan Tanic, FAO, Hungary
University of Lisbon, PT
2. Financial Risk Management in the Food System Significant changes have occurred in the agrifood
Ch: Francesco Braga, University Guelph, CA V. Recent Developments in Biofuels chains and related market relations throughout
Central and Eastern Europe during the last decades.
3. Market Orientation and Enterpreneurship Ch: Jozsef Popp, Research Institute for In spite of very different transition patterns and
Ch: Onno Omta, Wageningen University, NL Agricultural Economics, Budapest, HU political, demographic, climatic and geographical
conditions, agribusiness and agro-industries in
VI. Case Conference4. Agrifood Strategies the region are currently challenged by the need
Ch: Gabor Szabo, University Szeged, HU Ch: Mary L. Shelman Harvard Agribusiness to comply with the European Union and the World
Program, USA Trade Organization regulations, in order to access
Ch: Woody Maijers, InHolland University, NL broader and more diversified markets.�������� ������������ ����������� ��������� ������������ ���������� �� ����
FORUM SESSIONS
Bridge Session: Agribusiness food quality, safety issues, and innovations in new is necessary to unite an array of stakeholders which
Education in Past, Present, and Future product development. A synopsis of the Central and include agriculture, food processing, the supply
Eastern European solutions as possible answers and ingredient industry, retail, catering, consumers
Ch: Mary Shelman, Director, Agribusiness Program, to global challenges within the agri-food chain, and academia. This session discusses the ongoing
Harvard Business School, USA will be presented by a senior World Bank expert. commitment of stakeholders to maintain consumer
Gábor Szabó, Csaba Forgács, and Csaba Székely The audience is invited to contribute by sharing health and well-being.
Professors, Hungarian University of Agriculture, HU experiences from various regions in the world and to
Pankaj Kumar, Professor and Chairman, 4:15PM – 5:45PM discuss the reasons why and how global challenges
Indian Instute of Mangement, India Regional Products in the Global Arena: lead to different local solutions.
Marcos F. Neves, President, Holding INOVA, Connecting People with the Origin of
Professor of Strategy at FEARP, BR Food11:15AM – 12:45PM
Joydeep Bose, President and Global Head, How Visegrad-4 Countries are
Human Resources, Olam International, SG Ch: Francesco Braga, Associate Professor, Responding to Global Challenges
University of Guelph, CA
Since IAMA’s creation nearly 20 years ago, the state Arnoud-Jan Bijsterveld, Professor, Ch: Jan van Roekel, Partner, Synnovia, Netherlands
of agribusiness education has evolved in University of Tilburg, NLTomás Kreutzer, Director, Federation of
response to a rapidly changing global marketplace. Edith Klauser, Head of Section in Ministry of Food and Drink Industries, CZ
Numerous courses of general and specialized Agriculture, ATGyörgy Raskó, President, Csopak Holding, HU
studies, ranging from undergraduate, to Executive Sookja Yoon, Director, Traditional Korean Gerd Bockenhoff, General Manager,
Education programs have been created to meet the Food, KR Rabobank, PL
needs of local and international stakeholders. This András Seboek, Executive, Campden & Igor Mancel, Director, Association of the Wine
session will provide an overview of agribusiness Chorleywood, HUProducing Company, Slovak Republic
education programs in four geographical areas that
are at distinct points in their evolution as producers Many of today’s healthiest eating trends bear a The entry of Central European countries into
and consumers of agricultural and food products, strong resemblance to yesterday. Local farms the European Union dramatically changed the
as well as a forward-looking perspective on human offering nutritious, peak-of-season produce; slow-competitive position of agri-business and the food
capital needs from a leading global employer of cooked dinners foster leisurely family meals; and an industry in this region. Although these countries
agribusiness managers. Lessons from this survey emphasis on minimally processed foods. This trend prepared themselves intensively for the change, the
can provide guidance to businesses and educational is naturally leading to regional and local solutions. reality has produced varied results. CEO’s from
institutions to ensure that world-class human capital Europe possesses a patrimony of agricultural Visegrad-4 countries representing Poland, Czech
is available to meet the challenges and needs ahead products and foodstuffs based on tradition and Republic, Slovak Republic and Hungary will share
iin the next 20 years. regional specialities. The protection of geographical their knowledge of this transition and how they
indication is one important tool in rural development overcame barriers to solve problems. Learn how
and rural sustainability. But how can sustainable they adapted new strategies to become and remain WELCOME
businesses be developed with respect to the triple competitive. What are the essential elements? Do
MONDAY, JUNE 22 P: People, Planet and Profit? Representatives from local solutions to global challenges differ significantly
8:30AM – 9:00AM different regions will discuss new developments from each other? Are solutions in one country more
Welcome & Fellow Awards Ceremony and regional solutions for sustainable business effective than another, and why?
Jozsef Graf, Ministry of Agriculture and development and how to connect regional identity
Regional Development, HU and food culture to regional products both in a 2:30PM – 4:00PM
Sandor Csanyi, Pesident and Director General, traditional and innovative way.Food Products for Health and Well-
National Saving Bank (OTP), HU being: Global and Local Developments
Jerry Siebert, IAMA Executive Vice President, USA TUESDAY, JUNE 23
Ch: Pal Molnar, Professor, University Szeged and
8:30AM – 10:00AM9:00AM – 10:30AM President, HNC for EOQ, HU
Tension Between the 4 F’sGlobal Challenges, Local Solutions: Catherine Geslain-Lanéelle, ED, European Food
Food - Fiber - Fuel - FeedTrends in Food and Agribusiness Safety Authority
Antonio Di Giulio, Head of Unit, European
Ch: Hector R. Laurence, President and CEO, Ch: Christopher Peterson, Professor, Commission
McLaren Holdings, AR Michigan State University, USA Joan Prats, Director for Health and Wellness,
Marcos Jank, President, UNICA – Sugar and Hans Jöhr, Corporate Head of Agriculture, Coca-Cola
Ethanol Exporters Association, BR Nestec, CH Yves Rey, Quality Manager, Danone
József Popp, Deputy Director General, Csaba Csáki, Professor,
Agricultural Economics Research Institute, HU Budapest Corvinus University, HU The food industry is supported by an integrated
and strategic body of research in nutrition, food,
Biofuels is a new and rapidly growing agri-industry Globalization has impacted the food and consumer sciences and food chain management
driven by the pursuit for energy independence, agribusiness sector in numerous ways. This to deliver innovative and high-quality food products
high gasoline prices, alternatives to fossil fuel session discusses trends in the agri-food chains for global markets which meet consumer needs
consumption, sustainability and environmental and explains why global challenges logically and expectations. These products together with
concerns. Yet competition for the same natural lead to different local solutions. Panelists present recommended changes in dietary regimes and
resources is creating tension among the food, feed, the latest developments in the world trade of lifestyles are designed to have a positive impact on
fiber, and fuel sectors. This session will provide agricultural and food products, price fluctuations, the overall quality of life. To achieve these goals it
&RUSRUDWH*URXS
BUDAPEST
CONFERENCE TOURS
the most accurate data on supply projections, The Retail Sector plays an extremely important role
comparative costs, new technologies, trading among agriculture, food processing and consumers. Our Hungarian hosts have carefully planned
opportunities and barriers. A team of panelists will Although consumers can be influenced by pricing some thoughtful and truly unique tour
explore the answers to the following questions: What policies, advertising and other marketing tools, the experiences for conference participants. Brief
have we learned from the 2008 financial crisis? Are long-term strategies of supermarkets should focus descriptions of some tours are provided below
biofuels responsible for the increasing food prices? on the real needs and expectations of the consumer. but there are a variety of day trips are also
Is the biofuel industry sacrificing sow land? What By maintaining direct contact with the people, planned around Budapest for guests.
surface of the world is being used for the production the retail sector has a major impact on the whole For detailed information, visit our website.
of biofuels? What percentage of the industry is food value chain. Food quality and safety trust by
EGER AND TOKAJ practicing sustainability? Where are the international consumers are the most important issues which can
June 18 -19 or June 25-26 trade barriers and opportunities? What is the five- be influenced by several measures and methods.
A trip to Hungary would not be complete without a year forecast for predicting future demand? After short introduction, a panel of high level
trip to the wine country. This two-day tour takes you managers will discuss their positive and negative
to Northern and Eastern Hungary into the heart of 10:45AM – 12:15PM experiences in this field.
Eger and Tokaj wine-region. In Tokaj, 186 working How Governance Policies and
4:00PM – 5:30PM cellars can be found. Visit Sárospatak, the cultural Strategies Affect the Agri-Food Sector
Closing Panel Discussion centre of the region, where one of our most beautiful
Strategies on Local Solutions for Global and historically famous renaissance monuments, the Ch: Mike Cook, Professor, Missouri University,
Challenges castle of Sárospatak can be found at the foot of the GICL, USA
Zemplén Mountains. All Inclusive Price: €200.László Vajda, IAMA President, HU Ch: László Vajda, IAMA President, HU
Marty Reagan, CEO, Ag Processing Inc., USA Paul T. Jasper, President-elect of IAMA, USA
DEBRECEN, HAJDUSZOBOSZLO Reto Battaglia, Battaglia GmbH, Frans van Bijsterveld, Director General,
AND HORTOBAGY Food Safety Systems, CH Rabobank, NL
June 18- 19 or June 25-26Rodrigo Sanchez Mujica, FIRA, MX Johan van Rooyen, CEO, Wine Cellar South Africa, SA
Take a two-day excursion to Eastern Hungary. The
Marcos Fava Neves, President Holding INOVA,
first stop is a trip to the Cora Supermarket in Fót. Future governance policies will have a significant Professor of Strategy at FEARP, BR
After arriving in Debrecen participants will tour the impact on agro food businesses throughout the Jerzy Plewa, Deputy Director General, European
Debrecen University and the Centre for Agricultural entire food chain. Good governance is increasingly Commission, DG Agriculture, BU
Sciences. Then relax in the therapeutic waters of becoming a tool for stakeholders to influence the
Europe’s largest thermal wellness bath complex. SOCIAL EVENTSmanagement of agro food chains and networks.
The famous Hortobagy Puszta provide vistors a The combination of private and public policies can
memorable view and super equstrian show.STUDENT - INDUSTRY RECEPTIONeither create a positive flow, or a time and money
All Inclusive Price: €220.Europa Conference Centre, Roof Gardenconsuming debate. Key questions and issues
Saturday, June 20include: How should CEO’s and board members SZEGED June 24
7:30PM – 9:00PMrespond to governance challenges? How should the Visit the world-famous community which produces
interests of globalizing food networks be balanced A casual-social networking event for student, industry, matchless pick Salami and Szeged Paprika giving
with those of different stakeholders anchored in local government and academic conference participants. the rich flavor to so many Hungarian foods. Szeged
markets? What is the definition of good governance is situated near the southern border of Hungary.
WELCOME RECEPTIONand who will decide on what is right and wrong? Szeged is a cultural and economic center for a
Museum of Hungarian Agriculture Who are the primary recipients of the benefits of thriving university town. All Inclusive Price: €100.
Sunday, June 21good governance; and what should be the future
7:00PM – 9:30PMrole of public and private partners? With many DANUBE BEND TOUR June 24
challenges lying ahead, the historical background A one day program visits Esztergom, the birthplace The evening will feature dinner and a Violin Concert
of private and public partners influence present of the first Hungarian King and residence of the at the Museum of Hungarian Agriculture which is the
and future behavior. In this session the effect Hungarian Cardinal Archbishop (Basilica Treasury). largest agricultural museum in Europe located in the
of governance policies on the strategies of food After a short walk see the picturesque Visegrád, City Park near the Vajdahunyad Castle in Budapest.
companies will be demonstrated through examples we’ll explore the ruins of the old Royal Palace a Best Paper and Student Case Competition Award
by speakers from different continents in the world medieval fortress. Lunch will be at the Renaissance winners will be announced during the reception.
sharing their views on governance. Restaurant. All Inclusive Price: €80.
PRESIDENTIAL BANQUET
LAKE BALATON June 24 - 26 2:00PM – 3:30PM Lazar Equestrian Park
An unforgettable three-day excursion through Impact of the Retail Sector on the Monday June 22
Hungary that will allow you to experience the Value Chain 6:30PM – 11:00PM
uniqueness of this remarkable country. Tour the
The equestrian park, established near Gödöllő, is 150-year-old Herend Porcelain Factory, visit Ch: Ross McLaren, former CEO Shaws
located about 35 km from Budapest and features museums, castles, and an agricultural university. Supermarkets, UK
the world champion carriage-riding Lázár brothers. The tour is highlighted with a golf competition in Bernard Guntz, Investment Director,
Guests can take a walk in the Hungarian village Balatonudvardi where novice to advanced golfers AUCHAN Hungary Ltd., HU
yard and become familiar with ancient Hungarian have an opportunity to compete and win beautiful Jose-Maria Cervera, Director General,
domestic livestock breeds grey cattle, long-wooled Herend Porcelain prizes. The trip concludes with a METRO Trade Ltd., HU
sheep, mangalica pig, and the puli dog. The dinner promenade to the peninsula of Tihany, where the Péter Feiner, President, Board of Directors,
program features an equestrian show with folk and Tihany’s Abbey was founded nearly 1000 years ago. SPAR Hungary Trade Ltd., HU
gypsy music. All Inclusive Price: €390.
Eger Tokaj Sarospatak Debrecen Hajduszoboszlo
CONFERENCE REGISTRATION
FAO WORKSHOP REGISTRATION
REGISTRATION - THREE SIMPLE STEPS
The FAO Workshop will be held June 20-21 in the Copenhagen Ballroom. The
registration fee will be $50 for participants who also register for the IAMA1. Go to the IAMA Website (www.ifama.org)
Conference and $250 for the FAO Workshop alone. The registration fee includes:
2. Click on the “2009 Conference Registration” button.
• FAO Workshop sessions
3. Complete the online registration form. • Saturday lunch and networking breaks
REGISTRATION CANCELLATION POLICY
CONFERENCE REGISTRATION A refund of fees will be granted in response to written requests prior to May 1,
The IAMA Forum and Symposium will be held on June 20-23 , 2009 2009. After this date, a $200 cancellation fee will be charged because a number
at the Europa Hotels and Congress Center in Budapest, Hungary. of expenses must be guaranteed by May 1. No refunds for cancellations will be
Professional or student registration fees include: possible after June 1, 2009.
• All conference sessions
• All lunches and networking breaks TRANSPORTATION
• Social events include the Student-Industry Reception, Welcome Budapest has direct flight connections to every major city and hub in Europe and
Reception at the Agricultural Museum and Presidential Banquet world-wide. For detailed travel options including: driving, rail, or air visit:
at the Lazar Equestrian Park. http://www.hungary.com/
SPOUSE/GUEST REGISTRATION FEE INCLUDES
BEFORE MAY 1 AFTER MAY 1• All lunches and networking breaks
• Student-Industry Reception, Welcome Reception Member At the DoorMember Non-Member Non-Member
and the Presidential Banquet $795 $950 IAMA - Professional Fee $895 $1,050 € 800
IAMA - Student Fee $545 $625 $645 $725 € 550CONFERENCE ATTIRE
IAMA - Guest Fee $495 $495 $495 $495 € 380Please dress comfortably in business casual attire.
Budapest’s daily temperatures in June average FAO Workshop w/ IAMA Registration $50 $50 $50 $50 € 40
between 77-86 F or 25-30 C. FAO Workshop Only $250 $250 $250 $250 € 190
Student-Industry Reception Only $50 $50 $50 $50 € 40
SAVE $100 EARLY BIRD SPECIAL Welcome Reception Only $90 $90 $90 $90 € 70
REGISTER BEFORE MAY 1, 2009 Presidential Banquet Only $100 $100 $100 $100 € 75
HOTEL RESERVATIONS & CONFERENCE TOURS
CONFERENCE VENUE May 1, 2009. Cancellations received after May 1, 2009 will not receive a refund
EUROPA HOTELS & CONGRESS CENTER (a fee equal to a two-night hotel deposit will be charged).
H-1021 Budapest, Pálos u. 2.
Tel : (06-1) 391-5100 ALTERNATE HOTELS
Website: http://www.ecc-hunguesthotels.hu/english/index.html A number of alternative hotels choices and registration procedures are provided
on our website.
Favorable rates have been secured for IAMA participants at the
TOURSEuropa Hotels and Congress Center. The facility has both a three and a four star
A variety of pre/post conference and guest tours are planned which include a hotel located directly on the premises.
mix of culture, museums, agriculture, universities, history, a trip to through the
wine country, and a golf tournament. For full itineraries, pictures, pricing, and to HOTEL EUROPA**** Single €75 ($96 USD). Double €117 ($150 USD).
register visit our website.HUNQUEST HOTEL REGE*** Single €60 ($77 US). Double €97 ($124 USD).
* All rates are calculated per night and include all taxes and breakfast. Hotel and tour reservations are managed directly by the CongressLine. For more
**All transactions are collected in Euros. information visit our website and follow the link to Hotel Reservations and Tours
Hotel Booking Deadline: May 1, 2009. Room rates cannot be guaranteed after at: http://www.ifama.org/dispatch.asp?page=budapest_2009 or contact the
this date. CongressLine directly.
HOTEL CANCELLATION POLICY HOTEL AND TOUR INFORMATION
A refund of fees will be granted in response to written requests prior to May 1, CongressLine Ltd.
2009. All refunds will be processed after the conference. Please send your exact Contact: Sandra Vamos Email: vamos@congressline.hu
bank account details in the written cancellation. A 100% refund will be granted H-1064 Budapest, Révai köz 2.
(minus an administrative fee of 30 Euros) for cancellations received before Phone: +361 429 0146, Fax: +361 429 0147
Website: www.congressline.hu/iamaRecent Participants Include *
INDUSTRY International Food Information Council
Academia Barilla International Grains Council
ADM Russian Federation Ministry of Ag
Alltech National Farm Products Council
Ballantine Produce National Meat Association
BASF New Zealand Trade and Enterprise
BMO Capital Markets Ontario Ministry of Ag and FoodInternational Food and Agribusiness
Cargill The World BankManagement Association
Carrefour United Nations FAO
The Coca-Cola Company USDA/USAID
DANONE World Agricultural ForumIAMA BUSINESS OFFICE
Diamond of California World Bank
Dow AgroSciencesPO Box 14145, College Station, TX 77841-4145 USA
Grocery Manufacturers of America ACADEMICTel: 1-979-845-2118 Fax: 1-979-862-1487
John Deere Programa de Agronegocios y Alimentos, E-Mail: iama@tamu.edu Web: www.ifama.org
Monsanto Company FAUBA, Argentina
National Saving Bank OTP Armenian State Agrarian University
PROGRAM PLANNING COMMITTEE Nestlé Cornell University
Novus International Curtin University of Technology
Lászlό Vajda, IAMA President Pioneer Hi-Bred International ESSEC Business School
Pál Molnár, Forum and Symposium Co-Chair Rabobank Harvard Business School
Jan van Roekel, Forum Co-Chair Rijnconsult/ACE Imperial College London
Francis Declerk, Symposium Co-Chair Ruiz Food Products INHOLLAND University
Woody Maijers, Case Conference Co-Chair Sunkist Kansas State University
Syngenta Kazak State Agrotechnical UniversityMary Shelman, Case Conference Co-Chair
SYSCO Michigan State UniversityImola Kisérdi-Palló Student Case Competition Co-Chair
Unilever Purdue UniversityGregory Baker, Student Case Competition Co-Chair
Royal Agricultural College
GOVERNMENT NON-PROFIT Swedish University of Ag Sciences
STRATEGIC PARTNERS Agricultural Development International Swiss College of Agriculture
APHIS Texas A&M University
Dairy Cooperatives Association The Ohio State University
DLG - German Agricultural Society University of California
GLOBAL GAP University of Helsinki
European Organization for Quality University of Illinois
Farm Foundation University of Nairobi
FIRA Bank of Mexico University of Nebraska-Lincoln
Government of Western Australia University of São Paulo
IFCN Dairy Research Center University of the Free State
Institute of Food and Res. Economics Wageningen University
Inter-American Inst for Ag Cooperation *Abbreviated Participant List
SILVER SPONSORSPLATINUM SPONSORS GOLD SPONSORS
FRIENDS OF IAMA Ross McLaren Jeanne SullivanSiebert Family Trust
F

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