How to pitch your food product to Canadian grocery retailers

To get a food or beverage product onto Canadian grocery shelves, you need to show retailers how it can increase category sales or profitability. Once your product and packaging are retail-ready, the next step is earning a retailer’s commitment to list it. A focused pitch—supported by credible sales forecasts, pricing and a marketing plan—can help you make the case.

How to get a grocery retailer’s attention

Retailers make room for products that can grow category sales or improve profitability. They are less likely to list an item that simply matches the performance of the product it would replace. Innovation can open the door, but it must translate into measurable value for the retailer and its customers. It’s about how the product will perform in their store and what you will do to ensure success.

Getting a category manager’s attention can be difficult. These retail buyers select and manage thousands of products in a highly competitive environment. Lead with a concise story that explains the customer need your product meets, how it differs from other options and how it can grow the category. Keep operational details brief unless they demonstrate your ability to supply the product reliably.

What to include in your retailer pitch

Once you have a retailer’s attention, a virtual or in-person meeting is your best opportunity to make the case for your product. Arrive prepared to cover four points:

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