How Can Food and Beverage Businesses determine the right price point for their products to balance profitability, market expectations and consumer demand?
A lot has changed in the Canadian food and beverage industry in a short period of time. Canada’s biggest trading partner has adopted an America first strategy. The ongoing threat of tariffs can impact input costs and market opportunities. This environment is a challenge, but it is also an opportunity for Food and Beverage Manitoba members. There is a route to the shelf as consumers want to buy Canadian products and retailers want to put them on their shelves.
Produced in Canada is also no guarantee of success. These businesses need to have the ability to communicate their value proposition, so retailers want it on the shelf and consumers will put it in the shopping cart.
This is the biggest shift we have seen in the market. With the right processes in place for sales, marketing, distribution and pricing processors can capitalize on the opportunity. Join Peter Chapman from SKUFood to build the foundation you need to deliver sales and take advantage of the demand for Canadian products.
This 2 part, virtual series focuses on how to successfully market your products, get them onto store shelves and into shoppers carts.
Zoom links will be provided.
Session 1 Wednesday May 6th 8:30-10:30 virtual (2 hours)
Description:
Pricing/discounting
Finding the right price for products is one integral component of a successful food and beverage business. You need to cover the costs of promotion and distribution, especially if you are trying to grow and enter new markets. You also have to understand the market to determine the price that consumers will buy. We will use two methods to help participants find the right price.
We have trained consumers to look for discounts. If you are entering a new market or trying to grow market share where you are, discounting can be an effective tactic. We will review a method of forecasting the impact of discounts so processors can plan for this investment.
Building the right price for their business to deliver a profit and cover the costs they have including promotion and distribution.
Understand the category to determine the right price for your product so it will deliver the sales you need. We will work back from the retail price to determine what the market will pay.
Use both methods to determine the right price to operate the business and succeed in the market.
Use baseline sales and X factor to forecast the impact of discounting on the business.
Session 2 Wednesday May 13th 8:30-10:30 virtual (2 hours)
2) Building a promotion plan/pitching products
Description
Every food and beverage business needs a plan to promote products. We will explore trade spend and marketing spend and provide participants with a process to build their own plan.
Every time you want to grow with a new customer or a new market you need to pitch your products. We will help you build a pitch deck that will get their attention and give you the best chance to get your product on the shelf.
There are many opportunities to invest with customers to grow sales. We will review the options and help participants understand what is most effective for them.
Food and beverage processors need to communicate directly with consumers to create awareness and increase demand. We will discuss the different tactics and how they can implement these.
Every consumer packaged good needs a promotion plan. We will share the process we use to build a 12 month plan.
A product pitch is an opportunity to show your customer how your product fits in their store. We will share our pitch deck formula so participants can build their own effective presentation.
In 2007, Peter founded SKUFood, a company offering tailored services to producers, processors, and retailers across Canada. He is the author of "A la cart: A supplier’s guide to retailers’ priorities" and served as the national president of the Canadian Association of Professional Speakers in 2021. Peter has contributed insights to publications like Canadian Grocer, The Globe & Mail, and Maclean's magazine, and he writes a monthly column in the Grower.
Session 1 - May 6, 2026 8:30-10:30 am
Session 2 - May13, 2026 8:30 - 10:30 am
Special funding:
Members = both sessions, one price = $100 plus GST
Non-Members = both sessions, one price = $200 plus GST
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