Canadian suppliers need to promote more
We need to tell people the story
Canadian consumers want Canadian products. This is a great opportunity for Canadian food and beverage businesses. To ensure you capitalize on the opportunity you need to tell your story more often than ever before. Do not assume people will know or remember. Stores are busy places and your competition from south of the border are not interested in giving up sales. They are probably doing more than ever with trade spend and other tactics to deliver the sales retailers are looking for.
Now is the time to be out there even more than ever.
When we talk about investing to drive sales we look at two categories; trade spend and marketing spend. Trade spend is the money you invest with retailers and distributors to drive sales. Examples of trade spend would be flyers, in store specials and over and above dollars for theme ads or off shelf merchandising. Marketing spend is the money you invest talking directly to consumers. Examples of marketing spend would be social media, mass advertising and public relations.
Trade spend to increase awareness and drive sales
Almost every product in the store needs to have some trade spend support. Many consumers make the decision to buy at the shelf. Trade spend is one tactic you can use to stand out on the shelf. ‘Signage sells’ was a phrase we said many times when I was at Loblaw. It is true consumers are more likely to notice the products with the signs.
If you have just enhanced the message on your packaging about being from Canada perhaps it is the right time to invest in a flyer spot or in-store special (save cycle at Sobeys or Roll backs at Walmart) to get some attention. Consumers are more willing to switch and if you can capture their attention with a save .50 sign, they are more likely to notice your product and your ‘Canadian story’.
One other form of trade spend you might consider would be in store demos. Some retailers charge for you to do demos and others will encourage you to do your own. Many have heard me say I am not a fan of demos, but right now if it gives you the opportunity to tell your story while a person tries the product then you might get a better return on the investment.
Many retailers are including Canadian, regional or provincial themes in their flyers. You will probably have to offer some discount to be included.
Marketing spend to increase awareness and drive sales
There are many opportunities for you to invest and talk directly to consumers. The most obvious one, which almost every product pursues, is social media. It is popular because the barriers to entry are low. That also means it is a very crowded space, and you need to do an exceptional job to stand out and get your efforts to translate into sales. There is no doubt you should be telling your ‘Canadian story’ on social media. Just do not assume it will be viewed by every consumer and generate huge volume.
In your social media, reinforce why producing in Canada is good for the consumer. Perhaps you have ingredients that are Canadian or developed your process here. You have Canadian people who work in your business. Take the different elements of your business and break them into different posts. Let consumers know where they can find your products which makes your customer happy too.
Point of sale (POS) material can reinforce your story at the point of purchase. Not every retailer will let you put up signage but given the fact they are all focused on helping consumers understand Canadian products your chances are as good as ever. Earlier we said signage sells and you do not always have to discount the product to get a sign.
Public relations is another form of marketing spend. You can be proactive about public relations. They usually do want some form of news, but you can also tell your story. Perhaps you are expanding your facility or hiring new people. They want to know and will give you a chance to share some of the Canadian components of your products. You might have to invest in some people who have the connections to get your story out there.
Mass media (television, radio and newspaper) can be effective. We think of them as being ‘older’ forms of communication, but they can be very effective. Some still reach a lot of people. Perhaps you partner with some other suppliers to offset some costs.
Consumer shows are a place where you can tell your story and sell some product. These shows usually have a defined target market which allows you to select the shows that offer the best potential for your products. Take the time to invest in some signage that reinforces the Canadian components of your story.
Trade Shows are opportunities too
It might be time to update your trade show materials to reinforce your Canadian story. This is valuable for domestic and export markets. Canadian retailers want Canadian products but do not under estimate the power of Canada in international markets. With the threat of tariffs and other issues, international markets are also looking to distance themselves from some U.S products.
It does cost money to promote your products. You always want to approach it like an investment-what is the return on the investment you are making? Now, given the demand from customers and consumers you might get the best return on your investment.
Peter
SKUFood Recipes for Success Podcast
In this episode of Recipes for Success, we dive into the powerful role of data in the fresh food industry with Mike Mauti, at Execulytics Consulting. With over 25 years of experience in Canadian retail—most notably in senior leadership at Loblaw—Mike brings a wealth of knowledge on how analytics, execution, and strategy intersect to drive measurable success in the grocery sector.
Mike shares how Execulytics helps fresh food suppliers, producers, and brands make smarter, faster decisions through tools like The Produce Report: Canada, Produce DNA, and Efficient Consumer Surveys. His work bridges the gap between what consumers want and how retailers deliver, offering clients a strategic edge rooted in real data, not guesswork.
We also explore his career journey, including two decades at Loblaw where he led major teams and operations across merchandising, workforce management, and retail strategy. Now, as a respected voice in the industry and a contributor to the Canadian Produce Marketing Association and Vineland Stakeholder Advisory Council, Mike is helping shape the future of fresh retail in Canada.
If you’re in the food business and looking to improve your market positioning, understand your customers better, or navigate retail relationships with more confidence, this episode is packed with actionable insights.
Listen and subscribe wherever you get your podcasts.
If you would like to be a guest send us a note. We are always working on the upcoming episodes.
Categories are changing
There is a lot changing on the shelf. It is more important than ever to be in stores watching pricing, promotions and other changes. We are not used to shifts this big in volume. This article refers to declines in orange juice. Consumers are probably buying some other shelf stable juice or water. Chances are they are drinking something to replace the orange juice. Proactive suppliers are in the stores to understand what is happening in their category and reacting to the changes.
Excited to be participating in the FCC Food and Beverage Summit in Saskatoon in September. The FCC team have put together a great agenda. If you are food producer or processor on the prairies this is a great day to get some great insights and keep moving your business forward.
It's back!
Back by popular demand, the FCC Food and Beverage summit is your chance to see what's new, get inspired and gain valuable insights to take your food and beverage business to the next level. Learn from industry experts, network with other entrepreneurs and make connections to expand your market and grow your business.
We're thrilled to present and exciting lineup of speakers, along with complementary booths for food and beverage processors to showcase and demo their exceptional products. Curious who is showcasing this year?
Meet our vendors
It's all happening in our backyard. Bigger skies. Bigger ideas. Bigger opportunities. Everything is bigger on the prairies!
Last year sold out quick- register early.
Tuesday, September 23
Prairieland Park, Saskatoon
Where is Peter speaking?
I do have travel coming up to Toronto, Saskatoon, and Fredericton so if you want to connect or have an event in any of these locations give me a call or send me an email.
