Trust can make the difference - SKUFood
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Trust can make the difference

How will you build trust?

Selling online provides an opportunity to build trust with the end user. The direct relationship you create when selling online starts with their first interaction with your brand until the product is delivered. During that journey there are a number of opportunities to build trust.

There is a bigger challenge to doing this when selling in retail because you do not have the connection with the consumer. You do not know who picks your product up off the shelf.

Just the same as selling in bricks and mortar, success selling online is not just about making great products to sell, it is about selling the great products you make. To help you do this we have designed a new SKUFood C.A.R.T. process specifically for e-commerce. We have been learning a lot about this channel and invested the time to develop our proven process for this channel.

You can maximize the opportunity when you put the resources and effort into selling your products in a different channel. In the fourth segment of our C.A.R.T. process for e-commerce we ask the question ‘How will you build trust?”

You have several opportunities to build trust

Every interaction with potential and existing consumers is an opportunity to build trust. You know the different touch points from the first time they might see your product on social media until they use your product in their household. You should build a process to meet or exceed their expectations at every step along the way. As you build your process consider the following.

Do what you say you will do

Online consumers are making an investment of their time and their money in your products and your brand. If you offer something make sure it gets to them. Systems are great and they ensure you can scale your business. They also need to be monitored to ensure they are working properly. If you promise to send a recipe, check to ensure people are receiving it. You do not always have to check everyone but random checks to confirm execution will help you build trust.

Make security a priority

When consumers interact and buy online, they are putting their faith in you to protect their privacy. They are trusting you enough to provide an email, a phone number, an address and a credit card number. Cyber security must be a top priority for you. So much great work can be eroded if you have an issue and compromise consumer’s information. This is not simple stuff. There are many components of e-commerce you can build yourself. If you do not have the expertise, make sure you find it to ensure consumers can trust you with their information.


A successful e-commerce business requires you to have resources that are capable and empowered to respond to consumers. There are a number of options such as online chat, reviews, feedback forums etc where you can interact with consumers. Ignoring consumer who interact with you online is not an option. You will learn so much and build trust at the same time.

Take responsibility

There are many components to a successful e-commerce business. As the owner of the brand you have to own every one of them. Likely you cannot do it all so you will have to rely on outside resources. This can include order selection, shipping etc. Consumers hold you accountable. You have to accept that and build a process that will deal with issues. It is likely you will have damaged product arrive at a consumer’s address at some point. Determine in advance how you will handle the situation and sending them to the shipping company will not be acceptable to them. Consider your options in advance, discuss solutions with your suppliers and be prepared. When you handle the negatives properly you can turn them into positives and build trust.

Follow up

One of the best benefits of e-commerce is you have the opportunity to follow up with end users. Ask their opinion and understand their experience with your products. You will build trust when they understand you care and you want to build a long term relationship with them.

This is the last week to review our SKUFood C.A.R.T. e-commerce process. We trust you have learned more about this growing segment of our food industry. There are a lot of opportunities but also a lot of work required to capitalize on the sales that are out there. It is here to stay and whether you embrace it or not, know your competition might be and you need to understand every channel.

If you have any questions or help figuring out how to get your product online or in the virtual shopping cart you can always call me at (902) 489-2900 or send me an email


We are adding more industry updates and interesting ideas to your SKUFood newsletter. Hopefully you have heard me say this before and that it resonated with you in your business.

“Success in this industry is not just about making a great product to sell; it is about selling the great products you make”

Peter Chapman

If you see things happening let us know so we can share them with our community. We also want to hear if you find this helpful and benefits your food and beverage business!

FCC food and beverage mid-year report has valuable information

Managing your business in these challenging times requires access to dependable information. The FCC mid-year report includes some great metrics to measure your business against. Using data from Statistics Canada they report that food and beverage manufacturing sales are up 11.8% YTD thru July. Where does your business compare? Obviously, every category is different and they include a number of them in the report. What a great story to share with your customers that overall the industry is up 11.8%, but your sales with them are up 15%.

Upcycled Food

We know sustainability continues to be a hot topic with consumers and customers. Despite the challenges of the pandemic we see this issue remaining in the news and top of mind. The term upcycled food is in the market more and more. Canadian companies and others from around the world are developing processes to reclaim product that was previously thought of as food waste and turn these raw materials into consumer packaged goods. It is a compelling story to tell.

You can find some examples here and believe it or not we have another product certification to consider! Consumers and customers do look for validation because that gives them peace of mind they are supporting something in line with their values. One more logo for some packages…

FCC creating peer groups for food manufacturers

Applications are being accepted now for these two peer groups with FCC. This is a great opportunity for food processors to solve some problems in their business and learn from peers. Facilitating the conversations will be very interesting and I look forward to sharing some insights as well. If you would like more information call me at (902) 489-2900.

US Export capacity

It has been a privilege to work with the team at Aliment to support businesses from Atlantic Canada build capacity to export to USA. We have 4 webinars planned that are packed with great information from people who know how to do this. The team is from across North America who will be delivering the sessions and I know I am looking forward to learning a lot.

Food & Beverage Atlantic US export capacity Oct 20

Getting it ready, getting it right

Food & Beverage Atlantic US export capacity Nov 3

Sales & marketing basics

When is Peter speaking?

Food & Beverage Atlantic

Sobeys local product program pitches October 18

Agriculture and Agri-Food Canada and Learnsphere

Turning pitches into purchase orders in export markets October 19

Turning pitches into purchase orders in export markets October 26

Turning pitches into purchase orders in export markets November 2

Food & Beverage Atlantic

Selling in Quebec when you aren’t local November 16

Foodpreneur Advantage

Creating your best pitch for national retailers November 23