Canadian Value Chain Network - Collaborate to Compete

Workshop Modules

MODULE 1
An Introduction to the Value Chain Concept

The first part in a series of workshops to teach farm groups, entrepreneurs, food processors, brand managers, and business development teams in the food supply chain to identify and create successful strategies and solutions in their respective business environments.

Participants will:
1. Understand Value Chains: what they are, why they make sense, the risks and rewards
2. Be able to identify the key capability developments required to succeed
3. Discover how to profit from partnerships and collaboration
4. Learn about and use practical tools to identify and develop “Win-Win” strategies
5. Learn how to identify customers and deliver exceptional customer value

MODULE 2
Value Chain Development Planning

Module 2 is designed to support prospective and operational Value Chains by putting into practice the concepts, tools and strategies identified in Module 1.

Participants will:
1. Develop a deeper understanding of the Value Chain concept
2. Exercise their planning and development skills
3. Learn about the requirements and resources required to facilitate successful development
4. Identify potential issues and explore alternative approaches
5. Develop an outline for their specific product, service, or Value Chain concept

MODULE 3
Market Intelligence: Gathering & Planning For New Product Introductions

Module 3 will teach participants how to identify market opportunities and create successful “product positioning.”

Participants will:
1. Learn how to develop a market intelligence profile, by determining what information is relevant to design a product and get it into a select market
2. Assess the value of using market intelligence gathering activities for a specific product category
3. Identify cost-effective means, both basic and complex, to develop market intelligence
4. Practice using the newly-learned concepts and tools to develop and plan the introduction of new products
5. Develop a market intelligence plan specific to their product

MODULE 4
Partnering & Collaboration: How to Approach Retailers

Understanding the strategic challenges facing food retailers will help participants understand how to establish partnerships with the retail and food service market.

Participants will:
1. Learn to identify appropriate retailers and their salient characteristics
2. Study a profile of the current retail market environment
3. Study case examples to learn how to successfully approach retailers
4. Develop a suitable approach to a selected retailer
5. Be part of a compelling team presentation to a retailer

MODULE 5
Understanding Category Management

Module 5 will review differences in real action plans and analysis from Canada, the USA, Asia and the UK. Participants will learn about “category management” and will develop a fresh food marketing plan to present to retailers.

Participants will learn:
1. Category review techniques, including product overview and store level analysis
2. Category evolution and objectives
3. Category benchmarks for monitoring performance
4. Category execution, including product and packaging examples, marketing, promotions planning, and price and margin management

MODULE 6
Product Development: Are You Market-Ready?

Module 6 is designed to ensure that those with new ideas or in the throes of developing or repositioning products or services know the steps to market readiness.

Participants will:
1. Evaluate their current position in the overall product development process
2. Review project development requirements and product and market readiness checklists
3. Review typical trade arrangements and the requirements of brokers, distributors, retailers and food service suppliers
4. Learn how to maintain success and avoid failure in trade relationships
5. Learn practicalities of getting products on and off the shelf
6. Review case studies of merchandising strategies, principles and practices
7. Learn survival tactics for the fast moving world of consumer goods

MODULE 7
Going to Market in the Canadian Foodservice Industry

Module 7 will acquaint participants with the fundamentals of the Canadian foodservice industry. Foodservice covers anywhere where food is prepared and served, including restaurants, accommodation facilities, attractions and institutions. Compared to retail food, foodservice is a unique industry with significant variance in needs and structure between the various foodservice sectors.

The session will include interactive exercises to emphasize key learning.

Participants will learn:
1. The most up to date information on the scope and scale of the Canadian Foodservice Industry
2. The key trends influencing Canada’s foodservice industry
3. What foodservice operators are looking for from suppliers
4. How to take a product to market in foodservice

MODULE 8
Developing Value Chains in the Canadian Foodservice Industry

Module 8 will teach participants how to develop value chains in the foodservice industry. The session will include instruction and participation in a real-life case study.

Participants will learn:
1. The nature and elements of successful foodservice value chains
2. The challenges that foodservice operators face and how value chains can solve those challenges
3. Best practices in foodservice value chains
4. Implementation and fine tuning techniques to develop and implement successful foodservice value chains

Workshop Facilitators

Terry Ackerman

A graduate of the University of Victoria, Terry Ackerman was born and raised in Western Canada and currently lives in Guelph, Ontario.

Terry has held senior marketing and management positions in multinational corporations, private companies and cooperatives. Marketing and branding training was acquired at companies such as Levi Straus, Converse (Nike), Saputo and in working with brands such as Organic Meadow, Levi, Converse, Puma, Black & Decker, Champion, Buoy-o-Boy, Quaker, Pepsi, and Kellogg’s.

Senior corporate responsibilities have included marketing, finance, sales, distribution, research & development, production, purchasing, customer service, sourcing, strategic and operations planning, product licensing and international corporate reorganization.

Retail experience in the food industry includes developing and implementing successful broker, distributor and private label programs with national and regional retailers such as Loblaw’s, Wal-Mart, Sobeys, Metro, Safeway, IGA, Overwaitea and Whole Foods. Distributor programs were also developed for hundreds of independent food operations across Canada.

Terry has helped develop and launch and market over 200 consumer and 10 industrial products and managed distributers in 22 countries. Recently he was responsible for helping to build the Organic Meadow brand of organic dairy products into the largest and most profitable organic dairy brand in Canada. Over the past few months he has worked with companies such as Nestle, Kellogg’s, Mars, Rich’s, General Mills and Pepsi-Qtg. in both Canada and the United States.

Richard Broadwith

Richard is an experienced consultant, business analyst, strategist, market research specialist, and partner with BCI Marketing Partners Inc in Guelph Ontario. Richard has been responsible for developing and undertaking a comprehensive range of market research, economic analysis and strategy development studies for private and public sector clients in agriculture, agribusiness, and the food industry both in Canada and abroad.

Product, market and business opportunity and strategy assessments have included both local, European, and Southeast Asian and global assignments for food and agribusiness products and services.

More recently Richard has used his knowledge and focused his attention on assisting local and regional clients identify, create and capture value in the food supply chain including work for the Ontario Berry Growers Association and two root vegetable suppliers in Ontario. In this regard Richard has been instrumental in initiating and developing a range of collaborative innovation projects and has partnered with Michael O’Keefe in developing and delivering a series of workshops for the Saskatchewan Value Chain Initiative.

Bill Dover, B.A., M.B.A., ISHC
Dover Hospitality Consulting Inc.

Bill Dover is president of Dover Hospitality consulting, Inc., a consulting organization that specializes in the hospitality and agri-food industries both domestically and internationally. Services provided include: marketing, litigation support, strategic planning, concept development and hospitality operations.

Prior to starting his own consulting business in May 1992, Bill was Vice-Chairman of General Mills Restaurants, Canada.

Bill graduated from the Hotel, Resort and Restaurant Administration Program at Ryerson Polytechnical Institute in Toronto in 1962. He later obtained a B.A. from York University and an M.B.A. from Simon Fraser University.

Bill is on the Board of Directors of the International Society of Hospitality Consultants, an international group that selects its members from leading consultants who had demonstrated their integrity and are qualified by their experience, training and knowledge to develop and express sound judgment on hospitality industry issues.

Bill is a Past Chairman of the Canadian Restaurant and Foodservices Association and Past Chairman of the Canadian Hospitality Foundation. He is also a Past International Director of the National Restaurant Association in the United States.

Bill has served on the faculty of ESSEC in Paris, France where he taught Food and Beverage Strategy on their MBA in International Hospitality Management. This program is a joint venture between ESSEC and Cornell University.

Geoff Wilson, B. Comm., CFE
Geoff Wilson & Associates Inc.

Geoff Wilson is President of Geoff Wilson & Associates Inc., a consulting firm specializing in strategy support in the foodservice industry – analysis, design and implementation.

Geoff Wilson received a Bachelor of Commerce Degree in Hotel and Food Administration from the University of Guelph in 1976. He was designated as a Credentialed Food Executive (CFE) by the Canadian Association of Foodservice Professionals in 1990 and received his Diamond Level certification in 2004.

Prior to forming Geoff Wilson & Associates Inc. in October 1999, Geoff was in charge of foodservice consulting for two major professional services firms – KPMG from 1998 to 1999 and Price Waterhouse/Laventhol & Horwath from 1989 to 1994. He has many years of operations and marketing experience in the foodservice industry, spanning restaurants, institutional foodservices, resorts, and trade and convention facilities.

Since 1989, Geoff was provided professional advice to organizations throughout the foodservice chain – foodservice operators, distributors and manufacturers and related parties. He has undertaken numerous assignments for clients in the commercial foodservice, institutional foodservice and attractions industries. He has also managed a number of large multi-disciplinary studies in for several government agencies.

Geoff is a founding member of fsSTRATEGY, an alliance of senior foodservice consulting professionals that focus on foodservice strategy from “farm gate to plate”.

Geoff has been an active member of the Canadian Association of Foodservice Professionals (Toronto Branch) since 1981 and held the position of Vice-President with that organization’s national Board of Directors for three years. He chaired the CAFP’s Challenges for Champions Top Management Nigh Gala Dinner in 2003. He is a member of the Canadian Restaurant and Foodservices Association.

Workshop Modules MODULE 1 An Introduction to the Value Chain Concept The first part in a series of workshops to teach farm groups, entrepreneurs, food processors, brand managers, and business development teams in the food supply chain to identify and create successful strategies and solutions in their respective business environments. Participants will: 1. Understand Value Chains: what they are, why they make sense, the risks and rewards 2. Be able to identify the key capability developments required to succeed 3. Discover how to profit from partnerships and collaboration 4. Learn about and use practical tools to identify and develop “Win-Win” strategies 5. Learn how to identify customers and deliver exceptional customer value MODULE 2 Value Chain Development Planning Module 2 is designed to support prospective and operational Value Chains by putting into practice the concepts, tools and strategies identified in Module 1. Participants will: 1. Develop a deeper understanding of the Value Chain concept 2. Exercise their planning and development skills 3. Learn about the requirements and resources required to facilitate successful development 4. Identify potential issues and explore alternative approaches 5. Develop an outline for their specific product, service, or Value Chain concept MODULE 3 Market Intelligence: Gathering & Planning For New Product Introductions Module 3 will teach participants how to identify market opportunities and create successful “product positioning.” Participants will: 1. Learn how to develop a market intelligence profile, by determining what information is relevant to design a product and get it into a select market 2. Assess the value of using market intelligence gathering activities for a specific product category 3. Identify cost-effective means, both basic and complex, to develop market intelligence 4. Practice using the newly-learned concepts and tools to develop and plan the introduction of new products 5. Develop a market intelligence plan specific to their product MODULE 4 Partnering & Collaboration: How to Approach Retailers Understanding the strategic challenges facing food retailers will help participants understand how to establish partnerships with the retail and food service market. Participants will: 1. Learn to identify appropriate retailers and their salient characteristics 2. Study a profile of the current retail market environment 3. Study case examples to learn how to successfully approach retailers 4. Develop a suitable approach to a selected retailer 5. Be part of a compelling team presentation to a retailer MODULE 5 Understanding Category Management Module 5 will review differences in real action plans and analysis from Canada, the USA, Asia and the UK. Participants will learn about “category management” and will develop a fresh food marketing plan to present to retailers. Participants will learn: 1. Category review techniques, including product overview and store level analysis 2. Category evolution and objectives 3. Category benchmarks for monitoring performance 4. Category execution, including product and packaging examples, marketing, promotions planning, and price and margin management MODULE 6 Product Development: Are You Market-Ready? Module 6 is designed to ensure that those with new ideas or in the throes of developing or repositioning products or services know the steps to market readiness. Participants will: 1. Evaluate their current position in the overall product development process 2. Review project development requirements and product and market readiness checklists 3. Review typical trade arrangements and the requirements of brokers, distributors, retailers and food service suppliers 4. Learn how to maintain success and avoid failure in trade relationships 5. Learn practicalities of getting products on and off the shelf 6. Review case studies of merchandising strategies, principles and practices 7. Learn survival tactics for the fast moving world of consumer goods MODULE 7 Going to Market in the Canadian Foodservice Industry Module 7 will acquaint participants with the fundamentals of the Canadian foodservice industry. Foodservice covers anywhere where food is prepared and served, including restaurants, accommodation facilities, attractions and institutions. Compared to retail food, foodservice is a unique industry with significant variance in needs and structure between the various foodservice sectors. The session will include interactive exercises to emphasize key learning. Participants will learn: 1. The most up to date information on the scope and scale of the Canadian Foodservice Industry 2. The key trends influencing Canada’s foodservice industry 3. What foodservice operators are looking for from suppliers 4. How to take a product to market in foodservice MODULE 8 Developing Value Chains in the Canadian Foodservice Industry Module 8 will teach participants how to develop value chains in the foodservice industry. The session will include instruction and participation in a real-life case study. Participants will learn: 1. The nature and elements of successful foodservice value chains 2. The challenges that foodservice operators face and how value chains can solve those challenges 3. Best practices in foodservice value chains 4. Implementation and fine tuning techniques to develop and implement successful foodservice value chains Workshop Facilitators Terry Ackerman A graduate of the University of Victoria, Terry Ackerman was born and raised in Western Canada and currently lives in Guelph, Ontario. Terry has held senior marketing and management positions in multinational corporations, private companies and cooperatives. Marketing and branding training was acquired at companies such as Levi Straus, Converse (Nike), Saputo and in working with brands such as Organic Meadow, Levi, Converse, Puma, Black & Decker, Champion, Buoy-o-Boy, Quaker, Pepsi, and Kellogg’s. Senior corporate responsibilities have included marketing, finance, sales, distribution, research & development, production, purchasing, customer service, sourcing, strategic and operations planning, product licensing and international corporate reorganization. Retail experience in the food industry includes developing and implementing successful broker, distributor and private label programs with national and regional retailers such as Loblaw’s, Wal-Mart, Sobeys, Metro, Safeway, IGA, Overwaitea and Whole Foods. Distributor programs were also developed for hundreds of independent food operations across Canada. Terry has helped develop and launch and market over 200 consumer and 10 industrial products and managed distributers in 22 countries. Recently he was responsible for helping to build the Organic Meadow brand of organic dairy products into the largest and most profitable organic dairy brand in Canada. Over the past few months he has worked with companies such as Nestle, Kellogg’s, Mars, Rich’s, General Mills and Pepsi-Qtg. in both Canada and the United States. Richard Broadwith Richard is an experienced consultant, business analyst, strategist, market research specialist, and partner with BCI Marketing Partners Inc in Guelph Ontario. Richard has been responsible for developing and undertaking a comprehensive range of market research, economic analysis and strategy development studies for private and public sector clients in agriculture, agribusiness, and the food industry both in Canada and abroad. Product, market and business opportunity and strategy assessments have included both local, European, and Southeast Asian and global assignments for food and agribusiness products and services. More recently Richard has used his knowledge and focused his attention on assisting local and regional clients identify, create and capture value in the food supply chain including work for the Ontario Berry Growers Association and two root vegetable suppliers in Ontario. In this regard Richard has been instrumental in initiating and developing a range of collaborative innovation projects and has partnered with Michael O’Keefe in developing and delivering a series of workshops for the Saskatchewan Value Chain Initiative. Bill Dover, B.A., M.B.A., ISHC Dover Hospitality Consulting Inc. Bill Dover is president of Dover Hospitality consulting, Inc., a consulting organization that specializes in the hospitality and agri-food industries both domestically and internationally. Services provided include: marketing, litigation support, strategic planning, concept development and hospitality operations. Prior to starting his own consulting business in May 1992, Bill was Vice-Chairman of General Mills Restaurants, Canada. Bill graduated from the Hotel, Resort and Restaurant Administration Program at Ryerson Polytechnical Institute in Toronto in 1962. He later obtained a B.A. from York University and an M.B.A. from Simon Fraser University. Bill is on the Board of Directors of the International Society of Hospitality Consultants, an international group that selects its members from leading consultants who had demonstrated their integrity and are qualified by their experience, training and knowledge to develop and express sound judgment on hospitality industry issues. Bill is a Past Chairman of the Canadian Restaurant and Foodservices Association and Past Chairman of the Canadian Hospitality Foundation. He is also a Past International Director of the National Restaurant Association in the United States. Bill has served on the faculty of ESSEC in Paris, France where he taught Food and Beverage Strategy on their MBA in International Hospitality Management. This program is a joint venture between ESSEC and Cornell University. Geoff Wilson, B. Comm., CFE Geoff Wilson & Associates Inc. Geoff Wilson is President of Geoff Wilson & Associates Inc., a consulting firm specializing in strategy support in the foodservice industry – analysis, design and implementation. Geoff Wilson received a Bachelor of Commerce Degree in Hotel and Food Administration from the University of Guelph in 1976. He was designated as a Credentialed Food Executive (CFE) by the Canadian Association of Foodservice Professionals in 1990 and received his Diamond Level certification in 2004. Prior to forming Geoff Wilson & Associates Inc. in October 1999, Geoff was in charge of foodservice consulting for two major professional services firms – KPMG from 1998 to 1999 and Price Waterhouse/Laventhol & Horwath from 1989 to 1994. He has many years of operations and marketing experience in the foodservice industry, spanning restaurants, institutional foodservices, resorts, and trade and convention facilities. Since 1989, Geoff was provided professional advice to organizations throughout the foodservice chain – foodservice operators, distributors and manufacturers and related parties. He has undertaken numerous assignments for clients in the commercial foodservice, institutional foodservice and attractions industries. He has also managed a number of large multi-disciplinary studies in for several government agencies. Geoff is a founding member of fsSTRATEGY, an alliance of senior foodservice consulting professionals that focus on foodservice strategy from “farm gate to plate”. Geoff has been an active member of the Canadian Association of Foodservice Professionals (Toronto Branch) since 1981 and held the position of Vice-President with that organization’s national Board of Directors for three years. He chaired the CAFP’s Challenges for Champions Top Management Nigh Gala Dinner in 2003. He is a member of the Canadian Restaurant and Foodservices Association.