At this year’s largest gathering of the food retail industry, FMI 2012, more than 12,000 professionals from 90 countries got together from 30 April to 3 May to discuss latest trends in how to best produce, distribute and market food to North American consumers. While this year the focus was put on the role of mobile applications and cell phones as a way to more actively engage with consumers before and during the purchasing process, dedicated educational sessions about sustainability as a key driver to move the industry forward were also held over the 4 day event to emphasise the role of greening the supply chain.