A new take on trade shows
Some new ideas for your next opportunity
This week I had the opportunity to attend the Canadian Produce Marketing Association (CPMA) annual trade show. We did work with some growers from NS, NB and PEI. It was a great opportunity to help them get ready and then be there to support where I could at the show. They all have established contacts and reputations so the focus was strengthening the relationships and meeting some new people at their customers. The week got me thinking about trade shows.
We have shared a number of insights about maximizing the opportunity at trade shows. We have talked about the work that should be done before, during and after the show. After being in Toronto this week, we wanted to share some different perspectives you can incorporate into your next investments in trade shows. We have 5 ideas for you to consider.
1. People
Certainly, one of the top objectives at trade shows is to meet people and reinforce the relationships with your existing and potential customers. It is always great to renew these relationships and meet new people.
One opportunity is to take the people objective to the next level. Try to find 5 introductions you can make. Part of my role this week was to introduce some of the growers to new people that might be new customers or others in the industry they can work with. It was rewarding to use the connections I have to see two people and perhaps two businesses come together. If there is a win/win then they will both benefit.
Think about the people you know in your industry and where you can make connections. It was great to see these people talk through how they could work together or where the opportunity could benefit both businesses. It is a bit different from selling what you have but who knows if you can introduce people maybe it will result in a win for your business as well.
2. Packaging with a purpose
One thing that is on most people’s trade show list is packaging. They want to look for something interesting or different. Great objective, but sometimes when something is so broad it is hard to really find what you are looking for.
Determine what the packaging will do for your business. Perhaps you are looking for a package to increase your average unit size to increase sales or you are trying to improve efficiencies with a new packaging option. When you have specific purpose to look for you might find more solutions. You will also have a better chance these solutions will make a real difference in your business.
When you have a specific purpose you can also ask other people to watch for the packaging you need. You can ask them to bring back examples of sustainable or multi-unit packaging, not just interesting packaging.
3. Something unique in the market to see
One of the opportunities we always talk about is getting out to see stores. When you travel to a trade show, you will get into new markets with new stores. We are going to assume you are doing this. We also want you to consider finding something unique in the market.
In Toronto this week we had a chance to take a group of the growers and our Minister of Agriculture, Greg Morrow to the Ontario Food Terminal. It is incredible to see the amount of fresh produce that moves through this market 6 days per week. This was a great chance for us to see something different and learn how the market works. We could also see if there are any opportunities for the growers.
We would not usually have the opportunity to see the market, so it was something unique in Toronto to learn about. I had not been there for many years so it was great to see it again and see how it has changed. When you travel somewhere try to find something unique there you can learn from and perhaps benefit your business.
4. How can you improve your booth
No doubt you put work into your booth and how you will present your business and your products. The best place to look for improvements is not 4 months before the next show. The best place is at the show.
Stand back and take a look. What works and where could you make an improvement or two. Check out other booths to see what they are doing and if there are ideas that might work for you.
As I was walking around CPMA, I did see some booths that might manage the flow of traffic to our growers better than the setup we had. Ours was very good but there might be an opportunity to position the growers differently to give the impression of more traffic and keep potential customers in the space longer.
5. Create something people will talk about
You do want something ‘going on’ that people at the show will talk about and bring them to your booth. This is not new, but this week I heard some people talking about things and it got me thinking.
You have to balance a great idea with your budget and the work to execute any big ideas. You certainly want to accomplish your objectives and not get distracted with the buzz you create. If you can find something that is realistic and reinforces your brand positioning it can be very powerful. At our booth we had the Kilted Chef Alain Bosse creating interesting tasty food with the products produced by our growers.
At CPMA I heard people talking about French fries (from a potato company) and local beer. I also heard people talking about peaches (from a peach company) on ice cream. Both ideas do cost money and need resources focused on them to execute. They also reinforce the products they have and attract people to the booth. Most of them will probably not buy potatoes or peaches, but it creates a buzz and it makes them more memorable.
You do need to make the most of these investments. If you consider these 5 ideas before your next trade show you have a better chance to maximize the return on your investment.
It was great to see so many familiar faces at CPMA. It is also mush appreciated when people mention the weekly newsletter. I got a lot of comments that people watch for it and read it which is so awesome to hear.
Next week I will share some photos and insights from store visits in Toronto.
I do have travel coming up to Toronto, Edmonton and Guelph so if you want to connect or have an event in any of these locations give me a call or send me an email.
Peter
SKUFood Recipes for Success Podcast
In this episode of SKUFood Recipes for Success, we sit down with Cathline James, founder of Wise Bites, a purpose driven snack brand redefining what it means to be truly inclusive in food. Built on the belief that everyone deserves access to safe, nutritious options, Wise Bites has carved out a unique space in the better for you category with products that are free from the top 11 allergens while still delivering on taste and function.
What started as a personal mission has grown into a forward thinking brand focused on long term health, accessibility, and innovation. Wise Bites isn’t just reacting to trends, it’s anticipating them, creating products designed for a more inclusive future of food where functionality and flavour go hand in hand. From early product development to scaling into retail and food service, the brand has stayed rooted in its core purpose: allergen free snacks that make you feel good and taste good.
Cathline shares how seeing what others don’t has shaped her approach to building Wise Bites, from identifying gaps in the market to creating products that meet real, underserved needs. This conversation explores what it takes to lead with purpose while building a scalable business, and how Wise Bites is proving that the future of snacking isn’t just better for you, it’s smarter, more inclusive, and built to last.
If you would like to be a guest send us a note. We are always working on the upcoming episodes.
Food and Beverage Atlantic Supply Chain Showcase
The Supply Chain Showcase is a curated, high-impact marketplace designed to connect Atlantic Canadian food and beverage manufacturers with the suppliers, service providers, and experts they need to scale.
This one-day experience brings processors and solution providers together in a structured format built for meaningful conversations and measurable outcomes. For more information check out the details here:
What are your views on algorithmic pricing?
When we visited the recently renovated Loblaw store in Toronto the electronic shelf labels (ESL) are in place throughout the store. No doubt ESL is a labour saving move and it should increase accuracy between what consumers see on the shelf and what they pay at the cash register.
It also puts retailers in a position to implement forms of dynamic or algorithmic pricing. The simplified definition is they could charge different prices at different times of the day or different prices online vs. in store. I do find it interesting how people get much more focused on food pricing than airlines or Uber. Certainly food and beverage is a much bigger proportion of consumer’s household expenditures but why is it fair for Uber to charge more when there is more demand but grocery stores are supposed to set a price and leave it. If stores offered lower prices between 8 am and 10 am when they are not as busy would it entice people in and smooth out the demand for cashiers and other staff?
The lesson for me is how much the price of groceries is important to people and the lack of trust they have in the large retailers to manage it.
Opportunity with Invest NS
Invest Nova Scotia is recruiting for an Export Development Executive (EDE) position, with a focus on the food and beverage sector. This looks like a great opportunity with Invest Nova Scotia. If you like food and beverage, bringing people together and travel this is very interesting. Good to see the support for the industry.
With the focus on Canadian food and beverage we wanted to share a program we have developed with Alain Bosse, the Kilted Chef. We partner to share insights about Canadian food and beverage at conferences and events. We talk about where products come from, share insights about some hidden gems and of course Chef Alain has great tips for using the products at home. This is designed to be entertaining and engaging. Not just for food industry audiences, it works for everyone.