"Middle America" can be described primarily as a state of mind, values, and experiences rather than a geographic location. It?s the biggest consumer segment of the country for which wine is not a part of the lifestyle or culture. The wine community is continually seeking avenues to reach "middle America" consumers with varying degrees of success. This session brings together experts from different areas of the consumer food industry in an exploration of consumer flavor preferences, from the actual flavors of the product, the packaging of a product, food preferences when dining out and restaurant trends.