Wellness Managers play a vital role in guiding customers through an increasingly complex wellness landscape, translating evolving trends, demystifying product claims, and delivering personalized, trusted recommendations that build lasting relationships.
At this year’s INFRA Annual Conference, taking place July 13–16 in St. Paul, MN, we’ve curated a lineup of sessions designed to support Wellness Managers. Hear directly from brands making a difference, learn how to maneuver industry trends, and expand upon the wellness knowledge you bring to the store floor.
Explore a couple of our top picks below!
Women-Led Mushrooms, Direct Trade, and Regenerative Farming in Practice
When: July 14, 3:00pm to 4:00pm
Speakers: Jme Bonfiglio (WholeSun Wellness)
In this session, Jme Bonfiglio, founder and CEO of WholeSun Wellness, shares her experience building a woman-led, vertically integrated mushroom company that operates as a global supplier, contract manufacturer, and retail brand. She speaks candidly about navigating the mushroom industry from all three angles—B2B supply, manufacturing, and consumer retail—while staying anchored in values of transparency, equity, and sustainability.
Jme also unpacks what direct trade looks like in real life: how relationships are structured with farms and partners, how pricing and risk are shared, and how a direct-trade model can better support independent retailers and the customers they serve.
Finally, attendees are guided through real-world examples of regenerative, low-waste mushroom farming practices being implemented across global operations—from substrate choices and energy considerations to upcycling byproducts—along with how WholeSun Wellness is developing internal standards to move farms toward a zero-waste future.
Key takeaways include:
- What it looks like to be a woman-owned manufacturer, supplier, and retail brand in a male-dominated, supply-chain-heavy category.
- A clear, practical definition of direct trade, including the key questions retailers can ask to better evaluate supplier integrity.
- Real-world examples of regenerative mushroom farming, and how zero-waste thinking can be built into operations from day one.
- How a values-driven, woman-led supply chain can create better stories, better margins, and deeper trust on the retail floor.
The Independent Advantage: Winning on Every Shelf with The Good Collective
When: July 14, 4:15pm – 5:15pm
Speaker: Sarah Super (INFRA)
Carrying The Good Collective is a powerful way to differentiate your store and build lasting customer loyalty. This exclusive brand is purpose-built to help INFRA Members win through strong core categories and ongoing innovation. Join Wellness Strategist Sarah Super for a session on how to maximize this strategic advantage in your own market. We’ll celebrate the 2025 innovations already making an impact on shelves, share details on the next wave of 2026 arrivals, and discuss our strategic vision for the brand’s growth in 2027 and beyond.
This isn't just a product showcase—it’s a roadmap for your success. We’ll discuss the specific updates INFRA is rolling out to support you, from enhanced member education to turnkey marketing assets. You’ll walk away with actionable pricing strategies and merchandising tips to ensure you’re maximizing your shelf presence and providing unique value your customers can’t find anywhere else.
We can’t wait to welcome you to St. Paul this July for 4 days of learning, connection, and fun. See the full schedule and register for the 2026 INFRA Annual conference here!
With any questions about this year’s conference, please reach out to Hannah Peper at hpeper@infretailers.com.