The Masterclass Sales & Marketing: Winning in Other Canadian & Export Markets is designed to help Atlantic Canadian food and beverage companies strengthen their sales strategy and successfully expand into markets across Canada and beyond.

Through this interactive program, participants will work directly on their business strategy with guidance from experienced industry experts. The Masterclass focuses on practical tools, real-world insights, and actionable strategies that can be applied immediately to your business.

A custom designed and written business case will be used to help dive into decision making, with a focus on strategy and business growth.

This 6-week virtual program combines expert instruction, group discussion, and one-on-one coaching.

Format

• 6 weeks of training
• One 4-hour virtual session per week
• Interactive group sessions and case studies
• Individual coaching sessions with facilitators
• Limited number of companies to ensure personalized support

What You Will Learn

Participants will develop the strategies and tools needed to succeed in new markets across Canada and beyond, including:

• Market analysis and identifying the right opportunities
• Building compelling value propositions for retailers and consumers
• Trade marketing and getting products on retail shelves
• Consumer marketing strategies that drive sales
• Managing distributors, brokers, and other channel partners
• Pricing strategies and sales planning for sustainable growth

Why Participate

Participants will gain:

• Practical tools and templates
• Industry insights from experienced facilitators
• Peer learning with other food and beverage companies
• A clear roadmap to grow sales in other Canadian or export markets

Who Should Attend?

This Masterclass is ideal for Atlantic Canadian food and beverage processors who:

• Are preparing to expand outside Atlantic Canada
• Already sell in other Canadian or export markets and want to grow further
• Want to strengthen their sales and marketing strategy
• Are looking to build stronger relationships with retailers and distributors

Cost

$500 for FBA Members | $750 for Non-Members (Typically valued at $4,865!)

Space is limited! You must apply for this program prior to being invited to register, to access the application - click here.

From past participants:

"I took the opportunity to attend Food Beverage Atlantic’s Masterclass and it has given me great insights for building on our Marketing and Sales Plans. This was an eye-opening experience for me, I had no idea that the food supply industry is vast and complex! The instructors were helpful, knowledgeable professionals with years of success under their belt. They put together a great workshop full of useful tools to get your business off on the right foot. I highly recommend FBA’s Masterclass whether you're new or an experienced entrepreneur looking at taking things up a notch in this competitive food and beverage landscape.”  
- Cherrie Moreault, G.E. Barbour

“This course uses a highly relevant case study to showcase the common issues that small food and beverage businesses are experience when expanding. The highly experienced leadership team brings invaluable insight into the industry. The course material helps F&B businesses to think beyond its passions to the practical. This helps leaders to think beyond how to make a great product to how to sell a great product well. This course should be mandatory to F&B businesses looking to expand and make a name for themselves as a great brand.” 
- Adam Bose, Java Blend Coffee

About The Facilitators:

This session is offered in collaboration with our delivery partner, SKUFood.

Our food and beverage industry is complex. Consumers are changing and retailers are more 
demanding than ever. The SKUFood difference is we have experience on both sides of the desk. 
Peter Chapman worked with Loblaw for close to 20 years and understands how retailers think. 
Susan Sipos interacts with the large retailers now and understands how to work with them and 
build relationships.

SKUFood develops strategies with suppliers in the food industry to set them apart, grow sales and 
deliver a bottom line. We have specialized and unique food industry experience, including but not 
limited to business & strategic planning, the retail environment, sales & marketing, online training, 
new product launches and getting items listed. Peter has also delivered conference keynotes and 
workshops for the private sector, agri-food businesses, industry associations and government 
agencies.

Norm Purdy holds a BSc. and an MBA in marketing, is a certified change management practitioner and a lean sigma black belt. Norm has over 25 year’s experience in marketing and sales with companies like McCain Foods, Crosby Molasses, Bens Bakery, and JD Irving. Norm brings a fresh approach to thinking about sales and marketing as processes that add value for customers and consumers. This process thinking enables managers and owners make better decisions about how they improve their organizations’ capabilities. 

Peter Chapman's extensive experience includes product development, building relationships throughout the supply chain and retail merchandising. Starting at the store level, he learned the importance of listening to the consumer and the challenges of implementing strategies at retail. He went on to Canada’s largest food retailer, Loblaw’s, for nearly twenty years, expanding his knowledge working in various departments, including merchandising, marketing, advertising and real estate.  In 2007, Peter started a company to provide customized services to producers, processors and retailers across Canada and in the U.S. who want to increase their sales and profits. 

Alan Archibald has held executive leadership positions in various facets of the food industry. Currently he leads Archibald Analytics Inc. a consulting practice that helps F&B companies design and execute viable “go to market” strategies. Previously Alan was CEO of Lochiel Enterprises Ltd where he guided St Mary’s River Smokehouses for 12 years as Atlantic Canada’s largest Atlantic salmon smoking operation focused on the grocery segment. Prior to St. Mary’s, he worked at Clearwater Fine Foods Inc for 11 years in a variety of roles including Director of Marketing and New Product Development, and later Managing Director of North American Sales.

Susan Sipos is an accomplished Account Manager in the food and beverage industry, with a proven track record of delivering results and cultivating strong customer and client relationships. In 2014 she joined the Nova Agri team where she plays a pivotal role in managing sales of fresh produce commodities, accounts receivable, and freight operations with major industry players such as Sobeys, Costco, Sysco, Coleman's, and Pete's Frootique. She actively supports the Strawberry Channel Management Team, guiding weekly meetings during peak production and driving the development of sales and forecasting reports ensures the integrity of master sales data.

Space is limited! You must apply for this program prior to being invited to register, to access the application - click here.

In partnership with: