Description

FROM MARKET TABLE TO RETAIL SHELF

A 2-Day Education Course for Manitoba Food & Beverage Brands, scaling from Farmers Markets to Traditional Retail and breaking through the $500K Revenue Ceiling. Presented by Phil Chang & Kenny Vannucci  In partnership with Food & Beverage Manitoba 

Course Overview

“From Market Table to Retail Shelf” is a hands-on, two-day education program designed specifically for Manitoba food and beverage brands that have found success at farmers’ markets, pop-ups, and direct-to-consumer channels — and are now ready to make the leap into traditional retail.

Built for brands currently generating under $500,000 in annual revenue, this course provides the practical frameworks, real-world tools, and insider retail knowledge needed to successfully transition into grocery, specialty, and independent retail channels across Manitoba and beyond. 

Developed by This Commerce Life in partnership with Food & Beverage Manitoba, this program draws on decades of combined CPG and retail buying experience to give emerging brands a realistic, no-fluff roadmap for retail readiness and sustainable growth.

Who This Course Is For 

✓ Manitoba-based food and beverage producers currently selling at farmers’ markets, pop-ups, or online

✓ Brands generating under $500,000 in annual revenue looking to scale through retail channels

✓ Founders who have product-market fit with consumers but haven’t yet cracked traditional retail

✓ Food entrepreneurs evaluating whether retail expansion is the right next step for their business

✓ Early-stage packaged food and beverage companies preparing for their first retailer pitch 

✓ FBM members seeking practical, Manitoba-specific guidance on retail entry and growth

Course Format- Duration 2 full days (approximately 6 hours of instruction per day) 

In-person workshop with interactive exercises, group discussions, and live Q&A

Class Size 8–12 participants recommended for optimal engagement (15 max)

Day 1 Focus “Are You Retail Ready?” — Assessment, foundations, and preparation

Day 2 Focus “Getting On Shelf & Growing” — Execution, pitching, and scaling Materials

Participants receive a course workbook with templates, worksheets, and checklists

Learning Objectives:

By the end of this two-day course, participants will be able to:

 • Honestly assess whether their product, brand, and operations are ready for traditional retail

 • Understand the full economics of retail — from landed cost and margin structures to listing fees and trade spend

 • Develop retail-ready packaging, sell sheets, and a compelling buyer pitch

 • Navigate the Manitoba and Canadian retail landscape including independent grocers, regional chains, and national banners

 • Build a realistic, phased market entry plan with appropriate timelines and budgets

 • Choose the right distribution model for their stage of growth

 • Identify and avoid the most common (and costly) mistakes brands make when entering retail

 • Create a 90-day action plan for their retail entry or expansion

Seating is limited in order to provide personalized attention, register early and don't be disappointed.