Member since February 2022
She began speaking in 2009—sharing her story with high school students and HOSA–Future Health Professionals chapters about the difficulty of receiving a rare diagnosis, and the difference compassion makes in medicine. Fifteen years later, she brings that same story to C-suite audiences, showing leaders what happens when the people who depend on their information don't get it.
Amy delivers keynotes, interactive workshops, and breakout sessions for corporate, industry, and conference audiences, and appears as a guest in fireside chats and panel conversations.
Tagline: Remove the confusion. Revenue follows.
My overall passion is to ensure people can buy food anywhere—grocery stores, ballparks, theme parks—without fear of illness from food sensitivities or allergies.
That passion serves both sides of the transaction. Consumers deserve food they can trust. Companies that deliver it earn trust, loyalty, and lifetime value. Transparency isn't just protection—it's the most profitable thing an organization can do.
Remove the confusion. Revenue follows.
My best story comes from the Utah Wellness Conference, where I spoke at a wellness event alongside a lineup of mostly M.D.s.
At the end of my presentation, during the Q&A, a woman raised her hand. She thanked me—not for what I'd told her to eat, but for what I hadn't done: I never told anyone in the audience what to eat.
Instead, I gave them knowledge to make the best decisions for themselves. She told me that most speakers she'd encountered over the years used tactics that shamed her appearance rather than giving her facts. My session opened her eyes. It helped her finally start connecting what she was eating to the health complaints she'd been chasing.
That moment is the whole philosophy of my work. At the end of the day, my speaking is about education, not prescription. I would rather you understand exactly what you're ingesting and decide it's right for you—than eat blindly, not knowing the risks certain ingredients carry for your body.
That's why I call my framework the Hidden Consumer Framework. People aren't looking to be managed or shamed or sold to. Give them honest information, respect their intelligence, and let them decide. They remember who did.
It all began with a Coffee Cup.
On a November morning in 2008, she reached for her morning coffee—and watched her hands fail her. The cup hit the kitchen floor and shattered. It was the morning the life she had planned ended, and a search for answers began.
The search had actually started four years earlier. In December 2004, a fall on the ice damaged her wrist—and triggered a four-year odyssey through thirteen doctors before she received a name for her pain: Complex Regional Pain Syndrome, Type I. Weeks later, temporary paralysis set in. It would take a second rare diagnosis—Wartenberg's Migratory Neuropathy Syndrome, in 2012—to explain what the paralysis had been all along. In 2013, a new medical thread emerged: severe food allergies, including a corn allergy so severe that grocery stores became off-limits. Her family relocated across the country so she could buy from certified organic farmers year-round.
Thirteen doctors. Nearly a decade. Every answer arrived late—because the information existed, but no one connected it for her.
Then Amy noticed the pattern. Missing information had nearly cost her health, her mobility, and her career. And she recognized it from her professional life too: as a retail leader, she had watched revenue transform—turning a failing store from $400K to $8.5M in two years—when she replaced manipulation with information. The principle was the same everywhere. Whether it's a patient denied a diagnosis, an employee confused about what's in the break-room "health" snack, or a customer betrayed by a label—the gap between what's presented and what's true is where trust, health, and revenue quietly die.
That revelation became the Hidden Consumer Framework™ and her book, The Hidden Consumer: Uncovering the Power of Health-Conscious Buyers. Today, Amy speaks, consults, and coaches on one idea: give people complete, honest information—and watch what happens to their health, their loyalty, and their revenue.
She knows, personally, what it costs when organizations get it wrong. That's why she's spent her career making sure they know what it's worth when they get it right.
Keynote
In November 2008, Amy Graves lost the use of her arms overnight. Her doctors said she'd never work again. Six months later, she put two student audiences to sleep with her first-ever talks—and went home to wonder what was left of her life.
Her answer was the strangest one available: she joined a renaissance festival.
Armed with a created character, improv classes, and a laugh she'd spent a lifetime quieting down, Amy walked onto the festival grounds terrified of being seen—and walked out as "Lady Giggles," the cast member whose laughter was audible from the parking lots. Along the way she learned to turn her body's worst moments into stage business, to build a self before believing in one, and to offer the loudest thing about herself as a gift to every empty stage she sat in front of.
This is a story about the improv rule that outlived the faire: yes, and. Yes, the paralysis happened—and here's what we build from it. Yes, the rejection was cruel—and here's the next scene. Told with the candor of someone who's lived every minute of it (and still performs with forearm crutches on every stage she's ever feared), Amy's keynote is about building a life that says yes to the scene you're in—especially the scenes you never auditioned for.
Signature Talk
What a $400K-to-$8.5M retail turnaround teaches about the Hidden Consumer economy
Your marketing dashboard says you're winning. Your bank account says otherwise.
In this signature keynote, Amy Graves delivers the Hidden Consumer Framework™—her registered, trademarked methodology built from 20+ years in retail operations, food industry consulting, and corporate wellness. Audiences leave with a framework that ties marketing transparency to measurable revenue—and the math to prove it.
The talk centers on the fastest-growing purchasing demographic most brands don't know exists: the Hidden Consumer. Health-driven, label-reading, research-backed buyers who spend more, stay longer, and refer wider—when you earn it. They're also the first to deselect a brand that misleads them, and they bring their communities with them on the way out.
Amy's proof is personal and professional. She turned a failing Ann Taylor Loft from $400,000 to $8.5 million in two years—no new product, no renovation, no added ad spend—by replacing manipulation with information. And her Transparency Score framework has since been applied to national food and beverage brands, revealing a measurable pattern: the widest gap between marketing claims and product reality sits in exactly the brands losing their highest-value customers.
Audience takeaways:
Built for audiences who suspect their metrics don't match their reality—and want the numbers, not the platitudes.
For audiences who want the story behind the framework—the decade that forged it—see Amy's keynote,: "Labeled: What the Label Doesn't Say"
Formats:45-minute keynote + 15-minute Q&A · 25-minute breakout ("Score Your Brand Live") · 60-minute interactive workshop ("The Transparency Audit Workshop")
Why stressed employees reach for sugar—and what organizations can actually do about it
Your wellness program tells employees to eat better. Their brains are begging them not to. That's not a discipline problem—it's a neurological loop, and until leaders understand it, wellness budgets keep funding interventions that don't work.
In this interactive session, Amy Graves unpacks the sugar loop: how pain, stress, and exhaustion trigger the brain's survival mode, how the brain responds by demanding the fastest dopamine available, and why willpower—a conscious effort—is structurally incapable of beating a subconscious command for long. Something gives. Usually, it's the person.
Then the session turns to the environment layer: engineered foods hiding in workplace cafeterias, vending machines, and "healthy" snack drawers—products designed to slot perfectly into the loop while marketing themselves as wellness. Participants learn to read ingredient labels the way the Hidden Consumer does, spotting the hidden sugars and undisclosed additives in foods their workplace trusts.
Participants learn:
This is education, not prescription. Amy doesn't tell audiences what to eat—she shows them what's actually in the food in front of them and lets them decide. That distinction is why her sessions generate the questions, the stories, and the change that top-down wellness programs don't.
Audience: HR leaders, benefits directors, corporate wellness programmers, healthcare administrators, and executives connecting workforce health to performance and retention.
This session is the wellness track of the Hidden Consumer Framework™. For the full marketing and revenue economics, see Amy's signature talk, The Transparency Dividend*. Want a shorter, gamified version for concurrent tracks? It's also available as the breakout *Decode the Label*.*
Formats: 60–90 minute interactive workshop · 25–45 minute breakout ("Decode the Label", featuring Amy's ingredient-label game)
A hands-on session where your team finds the gap between what you claim and what you sell—before it costs you
Somewhere on your website right now is a claim your product can't fully support. Your customers have probably already found it. This working session is where your team finds it first.
In this interactive workshop, Amy Graves teaches the Transparency Score—her five-dimension audit for measuring the gap between what a brand says and what it actually sells—and then puts it in participants' hands. Working with a real asset (a homepage, a campaign, a product page, a pitch deck), attendees score themselves against the same framework Amy has applied to national food and beverage brands, identify their three biggest leaks, and calculate what the gap is costing them in lifetime value.
Participants leave with:
The method is substance, not artifacts: a listed ingredient isn't disclosure, a linked study isn't evidence, a badge isn't proof. Teams that score themselves in this session routinely knock five points off their first estimate by the end—learning what "honest" actually means when the room starts pushing back.
Why this session is different: it isn't a lecture about transparency. It's a working audit of your materials, done in the room, with the math attached. Participants don't leave inspired—they leave with a number and a plan.
Audience: Marketing leadership, brand and product teams, food and beverage companies, and any organization whose customers can read a label.
This is the working-session version of Amy's signature keynote: "The Transparency Dividend*—the same framework, applied to your assets instead of presented from the stage. Shorter, gamified versions for concurrent tracks are available as the breakout *Score Your Brand Live*.*
Formats: 60–90 minute interactive workshop · 25–45 minute breakout ("Score Your Brand Live", where the room scores a famous brand together)
Requirements: Tables preferred; participants should bring or have access to one real marketing asset. Worksheets, scoring guides, and the LTV Leak Estimator are provided.
The room scores a famous brand on transparency—together—and finds out why it's losing its best customers
How did a billion-dollar beverage brand score 15 out of 50 on transparency? Not by breaking laws—by hiding its ingredient list behind imagery, marketing "zero sugar" on products sweetened with hidden sugars, and asking customers to trust claims they can't verify.
In this fast, gamified session, the audience becomes the audit team. Amy Graves presents a well-known national brand and walks the room through the Transparency Score—her five-dimension framework for measuring the gap between what a brand says and what it sells. Attendees score each dimension themselves, votes are cast, and the room's verdict is revealed against Amy's published audit. Then the twist: the same framework, pointed at everyone's marketing, including yours.
Half networking event, half live investigation—this is the session people argue about in the hallway afterward.
Attendees take away:
This is the condensed version of Amy's signature keynote: The Transparency Dividend—the headline economics in a rapid-fire format. If you want the full framework, the business case, and the 90-day action plan, book the keynote. If you want the hands-on version applied to your own assets—with pair-share scoring and a fix plan—it's available as the full workshop: The Transparency Audit Workshop*.
Format:25–45 minutes · ideal for concurrent conference tracks
A team competition where the "healthy" snack never survives
Think you can spot hidden sugar? Your team has twenty minutes, a lineup of the top-selling "health" products in America, and one goal: find what the label isn't telling you.
In this high-energy session, Amy Graves turns label literacy into a game. Teams examine real products—the yogurt with more sugar than a soda, the "simple" snack with fourteen ingredients, the "natural" one hiding three different names for sweetener—and race to decode what's actually inside before the reveal. Along the way, Amy supplies the science: why these ingredients are there, what they do to energy and focus, and why the food industry engineers products this way.
No shaming. No prescriptions. Just the information the label was hoping you'd skip—and the skills to read any label in ten seconds flat.
Attendees take away:
This session is the gamified gateway to Amy's wellness workshop: ,Feed the People You're Trying to Retain*—the same science, expanded into a full 60–90 minute session on food, energy, and workforce performance. Leaders who want the business and revenue case behind the same framework will find it in Amy's signature keynote,**The Transparency Dividend*.*
Format: 25–45 minutes · team-based · works in any room with chairs Perfect for: wellness conference tracks, general conference programs, and any agenda that needs an energy jolt between sit-and-listen sessions.
Amy Graves in conversation—unscripted, unhurried, and armed with better questions than the moderator thinks
The best fireside chats look effortless and fall apart without architecture. Amy's don't—because she arrives with a Conversation Guide: pre-built story beats and follow-up threads that let the conversation breathe while still landing the framework underneath.
Expect the questions everyone asks, answered the way no one else does: How does a store go from $400,000 to $8.5 million without touching ads or inventory? What is it like to be allergic to the modern food supply—and to become the consumer your own framework describes? How does a billion-dollar brand score 15 out of 50 on transparency while staying perfectly legal? And the one every leader quietly wants answered: what is the gap between what we say and what we actually sell costing us right now?
No slides. No script. Just a practitioner with twenty years of turnarounds, a trademarked framework, and a decade of scar tissue—talking.
What makes a fireside with Amy different:
Ideal for: executive fireside programming, podcast and virtual summit interviews, wellness and food industry conference conversations, closing-session dialogs, and any slot that wants an expert without another lecture.
Curious what the framework sounds like at full length? The keynote version is The Transparency Dividend; the story behind it lives in Labeled: What the Label Doesn't Say*.*
Format:20–40 minutes · moderator provided by the event, or Amy can supply a suggested moderator · Conversation Guide PDF included with booking
This focuses on Amy's book. exclusively. Best for Fireside Chats and Panel Discussions
Who is the Hidden Consumer? A majority of Americans either have a food sensitivity or an allergy. These are people who shop based on ingredients, not calories. This is a discussion around Amy's book "The Hidden Consumer: Uncovering The Power of Health-Conscious Buyers". The knowledge she shares inspires participants to eat. Through learning how ingredients are made, the impact of processed and ultra-processed foods on them and their family, and why ingredients are more important than calories, they gain actionable steps to help them on their next grocery shopping trip.Amy's story draws participants' attention. They ask questions and share their stories and their families struggle with food.
This workshop teaches people how to take a basic SWOT and level it up to a strategy with implementation.
Most people know that SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. But the ability to take this basic formula and level it up to a strategy and implement it, is not as widely known.
Amy is a certified Business Analyst who has used this Advanced SWOT Strategy to turn failing retailers into thriving multi-million dollar businesses.
ADA access doesn't have to cost thousands dollars. There are simple things you can do to create access to those with various levels of disability, such as visual, color blindness, or even mobility.Beyond covering the basics of ADA we will discuss:1. Fonts and Colors considerations2. Marketing from online posts to in-person 3.In-person mobility basics that benefit everyone
Takeaways:
1. Why inclusion matters for ALL
2. Simple fixes to be more accessible
3. Tools to help guide you after the presentation
This presentation will be retired at the end of 2025
In Digital Foundations we cover the basic tech you need if you are just starting your business or have been in business for up to 5 years. Your marketing strategy should start before you open for business but that doesn't happen for most people. The presentation is intended to help you launch or focus your systems if you are already open.
There are 3 simple basics everyone needs to have the best chance of success in business, no matter what the industry. We cover the the 3 basics, why they are needed, and how to use them to launch and grow to your next level. These 3 basics are: A website (services and ecommerce), Client Relationship Management System (CRM), and Social Media Platform.
Takeaways:
1. Why the website is your foundation to online success even with only referral business.
2. Why building a solid operational is key to your business growth.
3. Why a marketing strategy focused only where your ideal client helps reduce stress.
These tools will help you create your marketing strategy to attract and engage your ideal client.
This is a Level One class for beginners or with some knowledge of the topic.
This presentation will be retired at the end of 2025
The number one tool to make your website work for you is understanding your website numbers. These metrics are not random numbers. Your numbers are the representation of people who visit your site. Numbers tell us if you attracted your ideal client. They tell us if people found your message relevant. They also tell us where they became stuck. We will show you how to interpret the data for a new world of marketing possibilities.
We will cover these 3 takeaways:
Attracting the ideal client to your website.
Engaging the ideal client on your website.
CTA Strategy that encourages conversion
For each of these points, we will use GA4 to show what to look for in the metrics.
This works as a presentation or a workshop.
Testimonials
"This is a great workshop for those who want to improve their website in a strategic way. Amy shared information you don’t hear in other webinars and explains ways to use specific metrics to make the essential improvements."
"Practical information to inspire you to know how powerful your company website is as the foundation. Direct business back to you!"
"This person is Amazing. She knows what she’s talking about. Her tips are actionable. I did not feel overwhelmed by the information Very classy the way that you sell yourself. I love you!"
"Amy did a fabulous job of putting website priorities top of mind. Engaging, conversational, and great Q&A"
"Healthy grocery list," "what to buy" are common questions I hear. This $97 session gives you the opportunity to take Amy grocery shopping with you. In-person, Video Call, or Phone Call.
Learn More
You've tried diets. You've tried tracking. You've tried cutting everything out. Here's what nobody tells you: you don't need to eliminate your entire pantry.
Learn More
Your label says "stevia leaf extract." Under FDA regulations, that's all you're required to write. But stevia is commonly processed with dextrose—a corn-derived sugar—that doesn't appear on your label, your website, or your marketing materials.
Upgrade Your Skills
What if the food you eat every day—the food you trust to nourish you—is quietly making you sick? Across the country, millions of people struggle with food allergies, hidden sensitivities, chronic illnesses, and ethical food concerns.
Buy Now
This series takes majors brands and evaluates them with The Hidden Consumer Transparency Audit. The evaluation is from the perspective of the consumers and did the brand earn their trust.
Learn MoreMy best story comes from the Utah Wellness Conference, where I spoke at a wellness event alongside a lineup of mostly M.D.s.
At the end of my presentation, during the Q&A, a woman raised her hand. She thanked me—not for what I'd told her to eat, but for what I hadn't done: I never told anyone in the audience what to eat.
Instead, I gave them knowledge to make the best decisions for themselves. She told me that most speakers she'd encountered over the years used tactics that shamed her appearance rather than giving her facts. My session opened her eyes. It helped her finally start connecting what she was eating to the health complaints she'd been chasing.
That moment is the whole philosophy of my work. At the end of the day, my speaking is about education, not prescription. I would rather you understand exactly what you're ingesting and decide it's right for you—than eat blindly, not knowing the risks certain ingredients carry for your body.
That's why I call my framework the Hidden Consumer Framework. People aren't looking to be managed or shamed or sold to. Give them honest information, respect their intelligence, and let them decide. They remember who did.
It all began with a Coffee Cup.
On a November morning in 2008, she reached for her morning coffee—and watched her hands fail her. The cup hit the kitchen floor and shattered. It was the morning the life she had planned ended, and a search for answers began.
The search had actually started four years earlier. In December 2004, a fall on the ice damaged her wrist—and triggered a four-year odyssey through thirteen doctors before she received a name for her pain: Complex Regional Pain Syndrome, Type I. Weeks later, temporary paralysis set in. It would take a second rare diagnosis—Wartenberg's Migratory Neuropathy Syndrome, in 2012—to explain what the paralysis had been all along. In 2013, a new medical thread emerged: severe food allergies, including a corn allergy so severe that grocery stores became off-limits. Her family relocated across the country so she could buy from certified organic farmers year-round.
Thirteen doctors. Nearly a decade. Every answer arrived late—because the information existed, but no one connected it for her.
Then Amy noticed the pattern. Missing information had nearly cost her health, her mobility, and her career. And she recognized it from her professional life too: as a retail leader, she had watched revenue transform—turning a failing store from $400K to $8.5M in two years—when she replaced manipulation with information. The principle was the same everywhere. Whether it's a patient denied a diagnosis, an employee confused about what's in the break-room "health" snack, or a customer betrayed by a label—the gap between what's presented and what's true is where trust, health, and revenue quietly die.
That revelation became the Hidden Consumer Framework™ and her book, The Hidden Consumer: Uncovering the Power of Health-Conscious Buyers. Today, Amy speaks, consults, and coaches on one idea: give people complete, honest information—and watch what happens to their health, their loyalty, and their revenue.
She knows, personally, what it costs when organizations get it wrong. That's why she's spent her career making sure they know what it's worth when they get it right.
Keynote
In November 2008, Amy Graves lost the use of her arms overnight. Her doctors said she'd never work again. Six months later, she put two student audiences to sleep with her first-ever talks—and went home to wonder what was left of her life.
Her answer was the strangest one available: she joined a renaissance festival.
Armed with a created character, improv classes, and a laugh she'd spent a lifetime quieting down, Amy walked onto the festival grounds terrified of being seen—and walked out as "Lady Giggles," the cast member whose laughter was audible from the parking lots. Along the way she learned to turn her body's worst moments into stage business, to build a self before believing in one, and to offer the loudest thing about herself as a gift to every empty stage she sat in front of.
This is a story about the improv rule that outlived the faire: yes, and. Yes, the paralysis happened—and here's what we build from it. Yes, the rejection was cruel—and here's the next scene. Told with the candor of someone who's lived every minute of it (and still performs with forearm crutches on every stage she's ever feared), Amy's keynote is about building a life that says yes to the scene you're in—especially the scenes you never auditioned for.
Signature Talk
What a $400K-to-$8.5M retail turnaround teaches about the Hidden Consumer economy
Your marketing dashboard says you're winning. Your bank account says otherwise.
In this signature keynote, Amy Graves delivers the Hidden Consumer Framework™—her registered, trademarked methodology built from 20+ years in retail operations, food industry consulting, and corporate wellness. Audiences leave with a framework that ties marketing transparency to measurable revenue—and the math to prove it.
The talk centers on the fastest-growing purchasing demographic most brands don't know exists: the Hidden Consumer. Health-driven, label-reading, research-backed buyers who spend more, stay longer, and refer wider—when you earn it. They're also the first to deselect a brand that misleads them, and they bring their communities with them on the way out.
Amy's proof is personal and professional. She turned a failing Ann Taylor Loft from $400,000 to $8.5 million in two years—no new product, no renovation, no added ad spend—by replacing manipulation with information. And her Transparency Score framework has since been applied to national food and beverage brands, revealing a measurable pattern: the widest gap between marketing claims and product reality sits in exactly the brands losing their highest-value customers.
Audience takeaways:
Built for audiences who suspect their metrics don't match their reality—and want the numbers, not the platitudes.
For audiences who want the story behind the framework—the decade that forged it—see Amy's keynote,: "Labeled: What the Label Doesn't Say"
Formats:45-minute keynote + 15-minute Q&A · 25-minute breakout ("Score Your Brand Live") · 60-minute interactive workshop ("The Transparency Audit Workshop")
Why stressed employees reach for sugar—and what organizations can actually do about it
Your wellness program tells employees to eat better. Their brains are begging them not to. That's not a discipline problem—it's a neurological loop, and until leaders understand it, wellness budgets keep funding interventions that don't work.
In this interactive session, Amy Graves unpacks the sugar loop: how pain, stress, and exhaustion trigger the brain's survival mode, how the brain responds by demanding the fastest dopamine available, and why willpower—a conscious effort—is structurally incapable of beating a subconscious command for long. Something gives. Usually, it's the person.
Then the session turns to the environment layer: engineered foods hiding in workplace cafeterias, vending machines, and "healthy" snack drawers—products designed to slot perfectly into the loop while marketing themselves as wellness. Participants learn to read ingredient labels the way the Hidden Consumer does, spotting the hidden sugars and undisclosed additives in foods their workplace trusts.
Participants learn:
This is education, not prescription. Amy doesn't tell audiences what to eat—she shows them what's actually in the food in front of them and lets them decide. That distinction is why her sessions generate the questions, the stories, and the change that top-down wellness programs don't.
Audience: HR leaders, benefits directors, corporate wellness programmers, healthcare administrators, and executives connecting workforce health to performance and retention.
This session is the wellness track of the Hidden Consumer Framework™. For the full marketing and revenue economics, see Amy's signature talk, The Transparency Dividend*. Want a shorter, gamified version for concurrent tracks? It's also available as the breakout *Decode the Label*.*
Formats: 60–90 minute interactive workshop · 25–45 minute breakout ("Decode the Label", featuring Amy's ingredient-label game)
A hands-on session where your team finds the gap between what you claim and what you sell—before it costs you
Somewhere on your website right now is a claim your product can't fully support. Your customers have probably already found it. This working session is where your team finds it first.
In this interactive workshop, Amy Graves teaches the Transparency Score—her five-dimension audit for measuring the gap between what a brand says and what it actually sells—and then puts it in participants' hands. Working with a real asset (a homepage, a campaign, a product page, a pitch deck), attendees score themselves against the same framework Amy has applied to national food and beverage brands, identify their three biggest leaks, and calculate what the gap is costing them in lifetime value.
Participants leave with:
The method is substance, not artifacts: a listed ingredient isn't disclosure, a linked study isn't evidence, a badge isn't proof. Teams that score themselves in this session routinely knock five points off their first estimate by the end—learning what "honest" actually means when the room starts pushing back.
Why this session is different: it isn't a lecture about transparency. It's a working audit of your materials, done in the room, with the math attached. Participants don't leave inspired—they leave with a number and a plan.
Audience: Marketing leadership, brand and product teams, food and beverage companies, and any organization whose customers can read a label.
This is the working-session version of Amy's signature keynote: "The Transparency Dividend*—the same framework, applied to your assets instead of presented from the stage. Shorter, gamified versions for concurrent tracks are available as the breakout *Score Your Brand Live*.*
Formats: 60–90 minute interactive workshop · 25–45 minute breakout ("Score Your Brand Live", where the room scores a famous brand together)
Requirements: Tables preferred; participants should bring or have access to one real marketing asset. Worksheets, scoring guides, and the LTV Leak Estimator are provided.
The room scores a famous brand on transparency—together—and finds out why it's losing its best customers
How did a billion-dollar beverage brand score 15 out of 50 on transparency? Not by breaking laws—by hiding its ingredient list behind imagery, marketing "zero sugar" on products sweetened with hidden sugars, and asking customers to trust claims they can't verify.
In this fast, gamified session, the audience becomes the audit team. Amy Graves presents a well-known national brand and walks the room through the Transparency Score—her five-dimension framework for measuring the gap between what a brand says and what it sells. Attendees score each dimension themselves, votes are cast, and the room's verdict is revealed against Amy's published audit. Then the twist: the same framework, pointed at everyone's marketing, including yours.
Half networking event, half live investigation—this is the session people argue about in the hallway afterward.
Attendees take away:
This is the condensed version of Amy's signature keynote: The Transparency Dividend—the headline economics in a rapid-fire format. If you want the full framework, the business case, and the 90-day action plan, book the keynote. If you want the hands-on version applied to your own assets—with pair-share scoring and a fix plan—it's available as the full workshop: The Transparency Audit Workshop*.
Format:25–45 minutes · ideal for concurrent conference tracks
A team competition where the "healthy" snack never survives
Think you can spot hidden sugar? Your team has twenty minutes, a lineup of the top-selling "health" products in America, and one goal: find what the label isn't telling you.
In this high-energy session, Amy Graves turns label literacy into a game. Teams examine real products—the yogurt with more sugar than a soda, the "simple" snack with fourteen ingredients, the "natural" one hiding three different names for sweetener—and race to decode what's actually inside before the reveal. Along the way, Amy supplies the science: why these ingredients are there, what they do to energy and focus, and why the food industry engineers products this way.
No shaming. No prescriptions. Just the information the label was hoping you'd skip—and the skills to read any label in ten seconds flat.
Attendees take away:
This session is the gamified gateway to Amy's wellness workshop: ,Feed the People You're Trying to Retain*—the same science, expanded into a full 60–90 minute session on food, energy, and workforce performance. Leaders who want the business and revenue case behind the same framework will find it in Amy's signature keynote,**The Transparency Dividend*.*
Format: 25–45 minutes · team-based · works in any room with chairs Perfect for: wellness conference tracks, general conference programs, and any agenda that needs an energy jolt between sit-and-listen sessions.
Amy Graves in conversation—unscripted, unhurried, and armed with better questions than the moderator thinks
The best fireside chats look effortless and fall apart without architecture. Amy's don't—because she arrives with a Conversation Guide: pre-built story beats and follow-up threads that let the conversation breathe while still landing the framework underneath.
Expect the questions everyone asks, answered the way no one else does: How does a store go from $400,000 to $8.5 million without touching ads or inventory? What is it like to be allergic to the modern food supply—and to become the consumer your own framework describes? How does a billion-dollar brand score 15 out of 50 on transparency while staying perfectly legal? And the one every leader quietly wants answered: what is the gap between what we say and what we actually sell costing us right now?
No slides. No script. Just a practitioner with twenty years of turnarounds, a trademarked framework, and a decade of scar tissue—talking.
What makes a fireside with Amy different:
Ideal for: executive fireside programming, podcast and virtual summit interviews, wellness and food industry conference conversations, closing-session dialogs, and any slot that wants an expert without another lecture.
Curious what the framework sounds like at full length? The keynote version is The Transparency Dividend; the story behind it lives in Labeled: What the Label Doesn't Say*.*
Format:20–40 minutes · moderator provided by the event, or Amy can supply a suggested moderator · Conversation Guide PDF included with booking
This focuses on Amy's book. exclusively. Best for Fireside Chats and Panel Discussions
Who is the Hidden Consumer? A majority of Americans either have a food sensitivity or an allergy. These are people who shop based on ingredients, not calories. This is a discussion around Amy's book "The Hidden Consumer: Uncovering The Power of Health-Conscious Buyers". The knowledge she shares inspires participants to eat. Through learning how ingredients are made, the impact of processed and ultra-processed foods on them and their family, and why ingredients are more important than calories, they gain actionable steps to help them on their next grocery shopping trip.Amy's story draws participants' attention. They ask questions and share their stories and their families struggle with food.
This workshop teaches people how to take a basic SWOT and level it up to a strategy with implementation.
Most people know that SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. But the ability to take this basic formula and level it up to a strategy and implement it, is not as widely known.
Amy is a certified Business Analyst who has used this Advanced SWOT Strategy to turn failing retailers into thriving multi-million dollar businesses.
ADA access doesn't have to cost thousands dollars. There are simple things you can do to create access to those with various levels of disability, such as visual, color blindness, or even mobility.Beyond covering the basics of ADA we will discuss:1. Fonts and Colors considerations2. Marketing from online posts to in-person 3.In-person mobility basics that benefit everyone
Takeaways:
1. Why inclusion matters for ALL
2. Simple fixes to be more accessible
3. Tools to help guide you after the presentation
This presentation will be retired at the end of 2025
In Digital Foundations we cover the basic tech you need if you are just starting your business or have been in business for up to 5 years. Your marketing strategy should start before you open for business but that doesn't happen for most people. The presentation is intended to help you launch or focus your systems if you are already open.
There are 3 simple basics everyone needs to have the best chance of success in business, no matter what the industry. We cover the the 3 basics, why they are needed, and how to use them to launch and grow to your next level. These 3 basics are: A website (services and ecommerce), Client Relationship Management System (CRM), and Social Media Platform.
Takeaways:
1. Why the website is your foundation to online success even with only referral business.
2. Why building a solid operational is key to your business growth.
3. Why a marketing strategy focused only where your ideal client helps reduce stress.
These tools will help you create your marketing strategy to attract and engage your ideal client.
This is a Level One class for beginners or with some knowledge of the topic.
This presentation will be retired at the end of 2025
The number one tool to make your website work for you is understanding your website numbers. These metrics are not random numbers. Your numbers are the representation of people who visit your site. Numbers tell us if you attracted your ideal client. They tell us if people found your message relevant. They also tell us where they became stuck. We will show you how to interpret the data for a new world of marketing possibilities.
We will cover these 3 takeaways:
Attracting the ideal client to your website.
Engaging the ideal client on your website.
CTA Strategy that encourages conversion
For each of these points, we will use GA4 to show what to look for in the metrics.
This works as a presentation or a workshop.
Testimonials
"This is a great workshop for those who want to improve their website in a strategic way. Amy shared information you don’t hear in other webinars and explains ways to use specific metrics to make the essential improvements."
"Practical information to inspire you to know how powerful your company website is as the foundation. Direct business back to you!"
"This person is Amazing. She knows what she’s talking about. Her tips are actionable. I did not feel overwhelmed by the information Very classy the way that you sell yourself. I love you!"
"Amy did a fabulous job of putting website priorities top of mind. Engaging, conversational, and great Q&A"
