Are you ready for the call from the media?
Pursue and be prepared for public relations opportunities
When we were putting the newsletter together last week it looked like there would be a trade deal between Canada and the US. As we all know it fell apart and there is no deal. The finger pointing continues and businesses on both sides of the border are forced to continue to operate in a volatile environment.
I did get a chance to see it first-hand this week as I was at a seafood client when the news broke about the counter tariffs. The challenges these decisions present to industry are huge. In a category like seafood, where fresh seafood has such a short shelf life and the US is a very important market, this would have been devastating. The US customer is not going to pay 25% more and Canadian processors cannot absorb it. The short-term challenge would be fresh fish. The long-term challenges are things like what to do about packaging, should we look for new markets, should we reduce the fish being caught and many more difficult decisions. Not sure how the people in Ottawa did not consider the impact on industry. I understand targeting the Republican Senator in Maine but we need to consider the impact on Canadian business. At least they reversed the decision but it is an example of how challenging all of this is for any sector.
All that to say the Canadian consumer is more interested in Canadian food and beverage than ever before. It is a challenging time but also one with incredible opportunities for Canadian producers and processors. People want more of what you are producing, at home and around the world. To maximize the opportunity, you need to tell your story. Last week we provided a list of opportunities outside the store. Public relations was one of those ideas. We wanted to provide some more ideas and encourage you to pursue this opportunity.
Be prepared
You should have a succinct one page summary of your business that includes why you are in business and some important facts. How many people you employ, what ingredients you buy from Canadian consumers and perhaps some of the challenges you have had to overcome with the tariff situation. Public relations is news so make sure you give them something they need. This is not advertising. You should mention your products and perhaps share a story about the innovation you bring to the market and how it was developed in partnership with a local university or college.
Include relevant contact information and make it easy for them to find you. They have deadlines and their world is very volatile. I can recall being scheduled to do a live interview on CBC Newsworld about food inflation and then the Pope got sick. They cancelled my interview about 10 minutes before we were scheduled to go to their reporter in Rome. That is reality for them. We did re-schedule the interview for later in the week.
Have some good quality photos ready that you can share with them. Make it as easy as possible. Video is great too for television. If you can save them some time and effort you will get much better exposure.
Respect their deadlines
As we mentioned they have to work in a reactionary environment and some stories will bump other stories. Just accept that and work with them when it can happen.
You have to answer when they call. Running a food and beverage business is a challenge and there are always a lot of things to do. If you want to take advantage of public relations you might have to drop a few things to take their call.
When they do request your one page summary and/or photos get it to them right away. If the photos are large files practice using google drive or drop box or some other method pf sharing large files. You do not want to learn when they have a 5pm deadline.
Focus on the news
It is tempting to make this a commercial. If you do they might not use it or of they do they will not call again. Consumers want to know the stories behind Canadian food and beverage. If you are in a category where you are 100% Canadian explain this so the media understand the difference. I see Hostess chips running their ads with Canadian potato farmers and Canadian employees. All true but Pepsi is not a Canadian company.
Yesterday I saw a billboard with this message from Blackfly Beverages. In a category with a lot of US competitors and big companies producing in Canada this tells the story. If you have a David and Goliath story to tell now is the time.
Remember these people are reporters and will be looking for the story. Try to stay away from any challenges you might have with customers as that might appear in the story too.
You need to pursue them
Be proactive and find the right media contacts in your market. Usually, they are not too hard to find because they want people to call them with news. If you get a person they can give you the contact information for the right person.
You might have to contact them a few times and when you do focus on the news. If you have had to change a few things because of tariffs or you are seeing your sales grow because people want Canadian or you even got to the shelf because people want Canadian let them know.
This leads to sale
It is great to do everything we have listed here for you.
It is really great when you are prepared to take advantage of it. As soon as you know if/when something will appear, you need to get inventory into the market. Contact your distributors and customers to let them know. You and your channel partners should be pushing for extra displays so you can both take advantage of the exposure you get.
Put the news clip or article on your website and leverage the exposure for as long as possible.
Challenging times but also big opportunities
Hopefully retailers will get back to showcasing Canadian products and we will not have the ridiculous threat of fines. Yes signage needs to be correct but we cannot waste this incredible opportunity for Canadian food and beverage with threats of fines for the wrong country on a sign.
I do have travel coming up to Toronto, Guelph, Winnipeg and Vancouver 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 explore how a new generation of brands is rethinking hydration through ingredient integrity, format innovation, and clear positioning. As the electrolyte category continues to evolve, standing out requires more than functionality, it demands a differentiated product and a brand consumers can trust.
We dive into what it takes to build a real ingredient electrolyte product, from sourcing directly with farmers to formulation and creating a clean label offering without added sugars, dyes, or artificial flavours. This conversation also unpacks the strategic decision to innovate beyond traditional formats, introducing a freezer based approach that challenges how and where consumers engage with hydration. By combining fruit first ingredients with functional electrolytes, this model highlights how format can become a powerful lever for differentiation in a crowded market, while navigating the real trials and tribulations of building a business from the ground up.
We also explore how brands can scale while staying true to their core product and positioning, particularly outside of traditional beverage aisles. From maintaining quality and consistency to making thoughtful, detail driven decisions at every stage of growth, this episode highlights the discipline required to build something new in an emerging format. It’s a look at how strong foundations and attention to detail can support long term success in a highly competitive category.
If you would like to be a guest send us a note. We are always working on the upcoming episodes.
Changes coming to your bar code
Chapman’s ice cream takes a stand
I am not related to the people who run Chapman’s Ice Cream…often I get asked that question. It was great to see them take a stand and share this with customers and consumers. If you look at the message they shared there was something there for consumers and customers. I am sure they get some positive public relations from this statement.
Government of Canada Strategic Response Fund
Last week we watched an online session from the government fo Canada to explain the details of the strategic response fund to support the national food strategy. Organizations can access $10 million to $50 million per project in federal funding to support transformative investments that enhance domestic food resilience, with up to $350 million available overall.
If you are considering a project with this program, give us a call. We can help you figure out the sales component and what resources you need in place to support the sales as you improve your capacity. This is a great opportunity for Canadian food and beverage.
From the website:
We are seeking organizations with 10 or more employees that are incorporated in Canada and are pursuing commercially viable projects in key industries, such as:
- food and beverage processing
- food-grade packaging and materials
- industrial manufacturing systems
- agricultural inputs and critical food-system components
Applicants must demonstrate:
- support for one or more of the initiative’s areas of focus
- financial capacity to complete the project
- a clear commercialization or operational pathway
- strong economic and strategic benefits to Canada
- Canadian industry participation
- the ability to begin implementation within a few months
Projects will be competitively assessed based on how well they support the National Food Security Strategy’s objectives, including strengthening Canada’s food production and processing capacity, improving supply chains, and creating economic benefits.
Projects must align with one or more of the following strategic investment areas:
- building new domestic capacity
- modernizing existing capacity
- strengthening supporting infrastructure
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.