Peter Chapman

Peter Chapman
SkuFood (external website)
Peter Chap­man not only under­stands the food indus­try, he has a pas­sion for see­ing oth­ers suc­ceed in this busi­ness. shar­ing his in-depth knowl­edge of the retail land­scape and con­sumers with food pro­duc­ers and food proces­sors who want to grow their sales. His valu­able insights will help you nav­i­gate the mar­ket­place more effec­tive­ly and get your items on the shelf and into the shop­ping cart of the con­sumer. Peter’s exten­sive expe­ri­ence includes prod­uct devel­op­ment, build­ing rela­tion­ships through­out the sup­ply chain, and retail mer­chan­dis­ing. Start­ing at the store lev­el, he learned the impor­tance of lis­ten­ing to the con­sumer and the chal­lenges of imple­ment­ing strate­gies at retail. He went on to Canada’s largest food retail­er, Loblaw, for near­ly twen­ty years. Expand­ing his knowl­edge work­ing in var­i­ous depart­ments includ­ing mer­chan­dis­ing, mar­ket­ing, adver­tis­ing and real estate. In 2007, Peter start­ed a com­pa­ny to pro­vide cus­tomized ser­vices to pro­duc­ers, proces­sors and retail­ers across Cana­da and in the U.S. who want to increase their sales. Peter works direct­ly with pro­duc­ers and proces­sors to help them under­stand their cus­tomers, the retail­ers. Peter has helped retail­ers improve their mer­chan­dis­ing process­es and the offer­ing to the con­sumer in store. Look for Peter’s book À la cart, a supplier’s guide to retail­ers’ pri­or­i­ties.” The book was writ­ten for sup­pli­ers, to help them bet­ter under­stand where their cus­tomers are focus­ing their efforts. There is a chap­ter devot­ed to each of the retailer’s pri­or­i­ties and sug­ges­tions for how sup­pli­ers can devel­op prod­ucts and pro­grams to sup­port these ini­tia­tives. 1984 – 1988 Mount Alli­son Uni­ver­si­ty B(comm) 1988 – 2007 Loblaw Com­pa­nies Ltd. 2007 – 2016 GPS Busi­ness Solu­tions Ltd 2016-present SKU­Food Inc.


  • Communications
  • Leadership
  • Marketing
  • Sales
  • Strategic Planning
  • Supply Chain


For more information visit ProfitLearn or Training for the Non-Profit Sector

Module 1: Consumers & Customers – Satisfying Both

Understand Consumers

  • Identify food trends
  • Market segmentation
  • Finding information about consumers
  • Defining your target market

Understand customers

  • Explore the eco-system (Direct, online, retail, drug, specialty stores, meal kits, food service, ingredient supplier)
  • Research business priorities of customers
  • Distinguish formats
  • Explore departments
Module 3: Building Relationships with Customers

Getting on the Shelf: Building Relationships with Customers

Store visit virtually

  • Making the most of the opportunity
  • Building relationships at retail
  • Figuring out what works
  • Store tour (videos and photos)

Working with retailers

  • Building a sales plan
  • Explore trade spend (listing fees ads, loyalty, POS, demos)
  • Getting your product listed • How to increase your price
  • Communicating effectively
  • Handling problems and issues
Module 4: Winning in Retail

Channel partners

  • Finding a broker
  • Finding a distributor
  • Working with a broker
  • Working with a distributor
  • Logistics

Considerations to grow your business

  • Co-packing
  • Discuss national brands vs. control label
  • Illustrating great brands and why they are great
  • Packaging
  • Mastering trade shows (in person and virtual)
Module 5: Getting off the Shelf: Consumer Marketing

Branding and differentiation

  • Telling your story
  • Exploring power of claims
  • Defining your Point of Differentiation
  • Assess Buy local and buy Canadian Marketing and selling in a new environment

Mastering virtual customer meetings

  • Sampling remotely
  • Social media
  • Develop your online community
  • Explore marketing spend (social media, mass media, PR)
  • Build a promotion plan