Suzie Yorke

Build Something That Stands Tall Through Time When the CN Tower was built, it was more than just a radio tower. It was a statement. A beacon of innovation that transformed a practical necessity into a symbol of Toronto’s identity. What if we built our companies and brands with the same vision? Not just to solve today’s problems like ‘give me MORE PROTEIN’ … but to become timeless icons. To take what’s functional and turn it into something that is timeless. To inspire pride and identity. All of the world class brands do this. Just like the CN Tower wasn’t merely a structure but a revitalization for a city, our businesses can be more than products or services—they can redefine what it means to stand tall through time. So my question going into the weekend for all of us is … How will you build your legacy? #cultureFIRSTleadership 🎥 … running & exploring Toronto this morning. 👇🏼

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Perhaps a dumb question: Given it’s fairly common for sub-scale Canadian CPG brands to go public on the Canadian stock exchange… Could a sub-scale U.S. CPG brand IPO on the Canadian market? And if so, why don’t more brands doing, say, $25-75M in revenue do this? (considering alternative exit paths have been close to nil since Jan, 2022) Mike Fata - any ideas? #canada #canadianstockexchange

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Did you know that diet-related illnesses are costing Canada a staggering $26 BILLION annually? According to Health Canada (2019), the economic burden of preventable diet-related illnesses is having a profound impact on our healthcare system and economy. As professionals in the food industry, it's our responsibility to educate and empower individuals to make informed food choices that can help reduce this burden. Let's work together to create a healthier Canada, one meal at a time! marinellitrue.com marinellitrue.ca (Find us at Loblaws on Fortinos) #healthcanada #dietrelatedillnesses #healthyeating #wellness #healthcare"

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And that’s a wrap on CHFA Now. Like many other CPG folks, I spend much of my time cranking away behind a computer, so one of my favourite things about industry trade shows is connecting IRL with other CPG friends and letting loose together. But oxytocin spikes aside, here are just a few of the nutrition/better-for-you trends I noticed: 💦 Electrolytes: whether added to drink mixes or collagen, or straight-up electrolyte powders, a focus on hydration was definitely happening. 💪 Protein: numerous leveled up protein powders in the supplement aisle (fermented, increased digestibility etc), loads of meat and faux meat jerky, RTD and powdered bone broth, and snacks + treats with added protein. ☕️ Better coffee + not-coffee: from real coffee with added herbs to coffee substitutes made from botanicals like chicory, dandelion and barley, more joy with less jitters was definitely on the menu (as someone who elevates my morning coffee with chicory and functional herbs, I dig this trend). A few shout outs (all happen to be Canadian products 🇨🇦): Beck's Broth - I was late to the game trying their instant bone broth beverages (coffee, hot chocolate + matcha), but wow. If you’re wondering (as I was), there’s zero bone broth taste - just like adding collagen to your favourite brew. These powders pack 14+ g of protein per serving. I think I found my new way to restore post cold plunging, and I’m excited to experiment with them in both savoury + sweet recipes. Good stuff Beckie Prime Domenique Mastronardi! Nummy Creations - they're instant herbal coffee alternative has great flavour with depth and body, and I love that it dissolves nicely in cold water for easy caffeine-free iced lattes. It comes in a few flavours like caramel and pumpkin spice, but the original is more my jam SeedWise grain-free clusters by Ozery Family Bakery - I discovered these last year but have to give a shout out. Sunflower, pumpkin, flax + chia seeds, zero fillers and perfectly sweet + salty. 7 g protein, 7 g fibre and only 1 g sugar per serving. When I don’t have time to make homemade nibbles, these are my go-to! Legend Water Co. - the water category might be saturated, and I never thought I’d say this about water, but I love this water. It’s alkaline, mineral-rich spring water from the Canadian Rockies. It comes in recyclable cans, not microplastic leaching plastic bottles, and I don’t get that “can taste” that I do with most other canned drinks. Plus, they’re soon releasing a can with a resealable cap - super neat. It tastes amazing, and I don’t know if it’s the minerals, but it actually has a lovely mouthfeel. What trends + faves did you all see? #chfa #tradeshow #cpg #productinnovation Canadian Health Food Association

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CPG Is Constantly Changing - Except When It's Not (part 19 in a series) Why Are 75% of Your Trade Promotion $'s Going to Increased Others' Profitability? Seems crazy, no? Isn't the role of trade promotion in CPG rather simple when you break it down? Isn't it to get consumers to look at your brand, try your brand and keep putting more of your brand in their shopping carts, their cars, their homes and eventually their stomachs. You're spending a lot of $ to do this to, right? Look at the last invoice you sent out and what you got back - most of that difference (deduction) is trade promotion. Now, look at the difference between your list price and your net price on the invoice going out. There might be a 15% difference on a lot of them. Now add the two together - probably well over 25%. What are you getting for this? No, in real results. By retailer. If you're like most, 15% of this 25% you are spending on trade is for OI's. Recognize 15% once a quarter is pretty much 15% on everything - analyze it. What are you getting for it? No, not in 'soft' benefits - this is business. In real extra cases. With details. I'd challenge any brand or broker to challenge this will real facts and feel very confident >90% cannot do this. Next, look at all the fees and other charges that are related to scans, MCB's, etc. It's significant. Probably over 5%. Well, just with that, we're at 75% of your trade promotion budget - that's close to 20% of your gross revenue - you could probably use this for other brand building activities, no? Maybe to get consumers to look at your brand, try your brand and keep putting more of your brand in their shopping carts, their cars, their homes and eventually their stomachs. Seems crazy, huh? Let's develop some objectives, a strategy and a process to address this - quickly and painlessly - before 2025 planning hits. We'd look forward to assisting. __________________________________________________________________________________ For more information visit us at www.schroedercpg.com, contact me at [email protected] or just send me a DM - why wait?

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We went to the Plant-Based Expo yesterday in Vancouver where many plant-based CPG startups look to gain awareness and build loyal customers. Here are some of my initial takeaways: 👉 Sampling is great, take home samples are even better. While I maneuvered my way from booth to booth, stuffing my face with free samples, I can barely remember any of the brand names. So if you're trying to get 'liquid to lips' or 'samples to mouths', people need to remember you. As a CPG owner, you're not there for fun. You're there to win customers. A takeaway sample allows a customer to have a better shot of remembering your name and logo, and more importantly, become a repeat customer. If they don't have a takeaway, there's a really good chance they've already forgotten about you the second they walk away. 👉 Have the right staff working the booths. If you are not outgoing and love people, maybe it would be best to have a more behind-the-scenes role. Friendly, social people work wonders for brand loyalty. We saw a lot of founders working the booth who seemed like they didn't want to be there. No smile, no chat, not asking questions about their product, not trying to build a relationship... I get it, when it's busy, it's not always possible, but there were many occasions when I was the only one there and they didn't seem to try to win me over. 👉 Customers are judging your entire presentation. Your booth, your packaging, your staff, your attire, your posters, your sample sizes... everything should be well thought-out and executed at a high level. I get it - margins are super slim with CPG and running an event is probably stretching your budget. If you can't afford to be there, then don't go. Large samples go a long way. Production value goes a long way. Professionalism goes a long way. 👉 Have an incentive to purchase People LOVE a deal. We noticed the prices were not visibly displayed nor deeply discounted. Have a discount structure that encourages people to increase their order value (e.g. 1 for 10, 2 for 15, 3 for 18).  Is your goal to turn a profit, or to win loyal customers? I think it's better to have a great deal, have people fall in love with your product, and become repeat customers. 👉 Coupons are a cost-effective way to offer samples. You need a way for people to find your product after the expo. Driving DTC sales can be a great way to have brand recall and loyalty. If they don't need or want your sample, no worries, all it cost you was the price of printing a coupon. 👉 Have incentive to collect emails. This is related to the last two points. At this stage, your product is probably not that easy to find in stores. Emails and DTC are a way to build a relationship with your audience and to circumvent getting on store shelves and paying costly fees. We saw giveaways that encouraged visitors to provide their email address and thought that was smart. Did you go to the expo? If so, what were some of your takeaways? #cpg #branding #vancouver

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Over the past 18-24 months, all we have read and heard is how Canadian grocers have increased prices to gouge consumers, and increase profits. Food inflation in Canada has being on par with US. Yet, a report out of the US finds grocers profit margins in 2023 dropped to 1.6%, their lowest level since their were 1% in 2019.

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