Event Details
Virtual
May 28, 2025
11am – 12pm
Session Description
You have a great product and are excited to share it with customers, but how do you know what to sell it for? Products need to be priced right to deliver a return and maximize the sales opportunity, while providing customers with a fair value.
Join Peter Chapman of SKUFood to hear about defining your value proposition, outlining your process for figuring out your pricing, and getting feedback from customers. This session's focus is vendors at Farmers Markets, though any small food or beverage business can benefit from these insights.
Speaker Details
Peter Chapman, SKUFood
Peter Chapman not only understands the food industry, he has a passion for seeing others succeed in this business. His in-depth knowledge of the retail landscape and consumers has helped many food producers and processors. His valuable insights will help you navigate the marketplace more effectively and get your items on the shelf and into the shopping cart.
Peter's experience includes the entire supply chain and retail merchandising. Starting at store level, he learned the importance of listening to consumers and the challenges of implementing strategies at retail. He went on to Canada's largest food retailer, Loblaw's, for nearly twenty years. Expanding his knowledge working in various departments, including merchandising, marketing and advertising.
In 2007, Peter started a company to provide customized services to producers, processors and retailers across Canada. SKUFood works directly with producers and processors to help them understand their customers, the retailers. Peter is the author of A la cart, a supplier's guide to retailers' priorities, he is the president of Food and Beverage Atlantic in 2024 and he was the national president of the Canadian Association of Professional Speakers in 2021. He has provided food industry insights to Canadian Grocer, The Globe & Mail, Maclean's magazine, Canada AM and he writes a monthly column in the Grower.
Moderator
Karolyn Aucoin, Communications and Social Media Officer, Perennia
Registration
Registration is required.
Cost: Free
Questions?
Karolyn Aucoin
kaucoin@perennia.ca