Category Management

• Through market analysis, we’ll become your category experts
• We will utilize all resources available from syndicated data to retailer specific POS systems to:
  • Develop a thorough understanding of the brand positioning within the space
  • Evaluate key opportunities for growth and innovation
  • Identify key performance drivers/drags and critical actions
• Lastly, we turn these insights into results, while positioning ourselves as category advisors with our retail partners

Trade Spend Management

• The Canadian Retail Landscape can be complex and Trade Spend management is no exception. We have the experience and expertise to make it easy for your brand.
• CSL continues to build an extensive catalogue of Trade Spend classifications according to the evolving demands of retailers.
• We work hand in hand with our sales partners to plan Trade Spend productively and produce maximum ROI for our clients.
• Annual Trade Spend is planned down to customer level with constant reviews to ensure tracking against budget and to identify any course corrections required.

Logistics/Warehousing

• Canada is a vast country, and our distribution network covers every kilometer of it.
• Our dedicated Logistics team will proactively assess ongoing efficiencies for your best route to market.
• Through our network of strategic partners, we can provide seamless distribution solutions from your door right to retail.
• We have two primary warehousing facilities: Delta, BC (West) and Mississauga, ON (East). Both are fully certified and have in-depth experience working with consumer-packaged goods.
• CSL continues to leverage our consolidated volumes to provide the best value across all our distribution partners.

Marketing Services

• With so many marketing vehicles available today, we make sure the ones used for your Brand speaks to the right demographic of Canadians.
• Working in collaboration with your Marketing team, we can provide fact-based recommendations on marketing strategies and tools proven to work in the Canadian market.
• From traditional media ads to digital and ecommerce content, our team will lead in the development and execution of your marketing strategy from concept to completion.
• Our network of Canada’s top advertising and marketing agencies will support us through all aspects of the development and execution of marketing initiatives including:
  • Packaging Compliance
  • Design/Creative
  • Re-packers
  • Point of Sale Printers/Suppliers

Forecasting/Inventory Management

• We recognize the importance of service-level in maintaining a successful and positive relationship with our retail partners.
• Analyzing all factors from logistical lead-times to global transportation climate, CSL will maintain sufficient on-hand inventory to service our customers.
• Starting with Annual Planning sessions, we work with our teams to factor all lifts to velocities at the customer level. This includes historical baseline, distribution gains, new store growth, promotional lifts, innovation, etc.
• Regular engagement with our clients is scheduled to review forecasts vs production capacity so we can proactively plan based on supply.
• Fill Rate improvements are a fundamental way to optimize bottom-line.

Order Desk/Customer Service

• Communication is vital to the day-to-day operations at CSL. We have our experienced Customer Service Team members working to make sure communications are accurate and timely.
• Our Customer Service Team is connected to effectively communicate with all stake holders from clients to logistics, managing any issue that comes our way.
• With a clear understanding of customer requirements, we make the order management process easy, and drive fill-rate improvements for your Brand.

Sales Management

• Through our sister organizations, Concord National and Indigo Natural Products Management, we provide best in class retail coverage and execution across Canada to support your Brand’s growth.
• Our streamlined approach connects you with a central CSL contact. Your dedicated support person will manage communication to our more than 140 sales team members nationally.
• Our sales partners have developed deep-rooted retail relationships. From C-Suite to store level, we have connections and allies that ensure excellence in retail execution.
• As part of our Sales Management model, we provide access to more than 30 distributor partners that actively support in the distribution to our regional retailer chains and independents.
• Through our expertise, we’ll build the optimal network for coverage that is centralized to your single point of contact at CSL.

ZIP Firestarters

Introducing New Customers/Opportunities to Drive Growth

CSL developed a very close relationship with Standard Brands (the ZIP Brand owner) and partnered with them to leverage Nielsen and customer research data with a view to getting a first-ever listing at Costco – a massive opportunity for any Brand.

In 2021, joint planning between the ZIP Brand Owners and CSL secured two listings at Costco East with a Twin Zip Firestarter pack and a Triple Zip Grills pack, developing a close working relationship with the Account in the process.

In addition, listings at Canadian Tire have driven the Account to #1 within the portfolio. Sales are up the region of 80% year over year, and Canadian Tire is now stocking all 10 Zip SKUs across two different categories.  At Home Hardware, CSL spotted a massive opportunity to launch Two and Three-Hour Zip Fire Logs as an exclusive, replacing the competition and becoming the #1 Fire Log across the Home Hardware dealer network.

Recognizing and acting on these opportunities continue to drive Zip Brand performance, exceeding budget in each of the last three years.

Filippo Berio – Category Analytics/Fact-based Selling

In 2018 Sobeys Inc., the #2 grocery retailer in Canada, made the decision to reduce their selection of Cooking Oils in their stores Nationally. Olive Oils, a subset of the Cooking Oils category, was impacted by the rationalization. Filippo Berio, a leading premium Olive Oil brand in the Canadian market, was a casualty of the changes despite the brand’s leadership in their stores.

Throughout the following three years, CSL continued to monitor the Olive Oil category performance within Sobeys/Safeway banners and the analysis showed that the Retailer was not keeping pace with the Olive Oil category growth.

CSL leveraged its 20+ years in the Olive Oil category expertise to present creative alternatives to help ‘bring back’ the category to Sobeys/Safeway consumers. Quantitative and qualitative proprietary consumer research, along with retailer and market data (Nielsen) were used to build the fact-based presentations.

Three years later our perseverance, focus on fact-based consumer and market data, category expertise, and customer connectivity and trust, resulted in the re-listing of Filippo Berio in all Sobeys/Safeway stores Nationally once again.

GimMe – Innovation Driving Profitability

When GimMe Health Foods came to CSL in the Fall of 2016, they were struggling with their profitability in Canada, and were in a dogfight with two competitors to achieve leadership in the growing Seaweed Snack market.

In a market dominated by single unit listings at low price points, it was challenging to convince Retailers to allocate the space required to accommodate multiple brands on their shelves. So when GimMe launched two multi-pack SKU’s, Retailers were even more reluctant to make room for items that required 3 times the shelf space.

Over the next four years, CSL worked to build case studies to convince Retailers that the multi-packs would deliver a superior return on their shelf space. Retailers that added the multi-packs to their sets could be shown to generate higher overall sales and penny profits. At the same time, as distribution was built, we were increasing the prominence of the category and attracting new consumers. Not only did this strategy grow category sales, we established GimMe as the clear #1 brand, with growth of close to 250% since the launch of the multi-packs. Today, with 4 multi-packs in the portfolio, this format represents 60% of GimMe’s sales and the brand continues to achieve double-digit growth.

Tony has been in the food industry since 1982. His experience has been varied over the last 30 plus years including senior sales and consumer marketing positions in multi-national food companies. Tony’s leadership and expertise in building brands and teams will be most valuable at CSL as the company continues to expand and grow across Canada.

In his spare time, Tony enjoys making music as a drummer and guitarist, tennis, golf and most importantly, spending time with his family.

Nash has over 15 years experience in CPG/manufacturing/banking sectors. His passion for building brands and people has seen him work on many different global brands across 13 different countries with a top multinational company.

In his spare time, you will find Nash either running or hanging out with his family and friends.

John’s passion for food has progressively led him through a +15 year journey in the CPG industry. His experience has exposed him to international and domestic markets, excelling in sales and marketing roles through to leadership positions. The organizations John has worked in has been just as diverse as the positions, being involved with national distributors, brokers and manufacturers in Canada. The “golden rule” is his life’s motto resulting in lifelong relationships with both clients and customers alike.

On a personal level, John and his wife are raising three lovely children. His passions include travelling, fitness and of course, food!

Andrew comes with a wide array of sales and marketing experience spanning over 25 years in the CPG space. His comprehensive background at Tier 1 CPG organizations has also involved exposure to international markets including US and UK regions. Andrew has celebrated 10 years at CSL and continues to be an asset to our clients.

Interests include spoiling his two dogs, enjoying walks with them at the local beaches. He also loves getting out on hi motorbike in the summer months, cruising the local roads.

Brendan has nearly 35 years of combined packaged goods and agency experience, including VP Marketing at Earth’s Own/Happy Planet. Brendan has also represented many of Canada’s favourite brands including Sun-Rype; Silver Hills Bakery through his time at a marketing agency. His diverse background gives him a unique perspective when it comes to advertising, promotions, and communications – all critical components for Building Brands.

During his time off, Brendan spends time enjoying hockey, golf, fitness, and hiking.

Lisa has over 20 years of sales and marketing experience with CPG companies in a wide variety of categories. Lisa has worked in both national and international markets bringing vast expertise across all areas of sales development, brand building, project management and trade marketing.

Lisa is a foodie who loves cooking and entertaining and is developing a keen interest in mixology. She is passionate about travel and spending time with her family and taking her beloved dog, Oskar, on many adventurous hikes.

Jeongmi (people call her Jeong) joined the Concord Sales team in December 2016 after raising her family. She brings over 8 years of administrative skills and 3 years within supply chain to her position. Jeong works for various brands at Concord over the years which allowed her to gain valuable insights into this industry.

Jeong enjoys time with friends and family, walking trails where she sees small plants and hears birds chirping that glorifies their lives. Jeong enjoys hiking where she finds herself small – but a part of nature.

Gabi has been in the distribution industry over 30 years, having worked in both Australia and
Italy. Considered an energetic self starter and team player, she is keen to solve distribution issues tobmake the processes more efficient.

When not working, Gabi can be found cooking, walking her puppy, playing tennis and downhill skiing in Whistler.

Thiago has over 15 years of experience in the CPG/Food Industry where he has played multiple roles from Supply Chain, Customer Service to Sales at Tier 1 organizations. Thiago has a passion for statistical analysis and great analytical skills for problem-solving.  In his spare time, Thiago enjoys playing flute, travelling, cooking with his wife and most import, spending time with his family and friends.

Lynn joined Concord in March of 2001. In her +20 years career, she has progressed through our functional teams, from Customer Service to her current role as Senior Brand Specialist with our Confection category. As you can imagine, Lynn is very popular in the office, especially when a sweet fix is needed.

Lynn enjoys cooking, reading, walks with friends and travelling to Cabo San Lucas. Time with family is always a must for her, which includes her 3 cats.

In July 2021, Tuli joined CSL after completing her academics in Data Analytics (PDD) and Strategic Marketing (MSc.). She has great passion working with our diverse range of brands, understanding consumer trends and utilizing the data to action marketing strategies.

Tuli loves to travel and has enjoyed many adventures in Canada and around the world. Her bucket list is still full of “must visit” destination, which she plans to fulfill with her family. Exploring different cuisines is also a passion both while travelling and locally.

Mike joined CSL in June 2019 after spending nearly two decades working in Auditing and Accounting fields in different industries such as Oil and Gas; Petro chemical, Construction, NFPOs, Property management… back in Iran and Canada. He is fascinated by accounting so much that it pushed him to drop out medical sciences. At CSL he works on AR-Debits which is a unique name in the food industry and works closely with brand managers, specialists and customers regarding disputation. Mike holds a BA in Accounting
and Microbiology.

Mike is Vegan and enjoys creating new tastes when he is cooking. He also loves reading books focusing on Philosophy and Psychology. He also is actively involved in a local organization, The Happy Herd Farm
Sanctuary.

With many years experience working in the Food Industry, Toni joined Concord Sales in 1992 as customer service representative.

Toni has worked on both the Brokerage and Import areas of the business, and is now Customer Service Supervisor and is the key contact for setting up EDI.

Outside of work Toni likes spending time with her family.  She also loves to bake, it is her “happy place”.

Giselle joined Concord in 2019. She brings over 15 years of experience in customer service, sales and marketing.

She loves challenges and solving problems that require her to step out of her comfort zone. Giselle is happiest when working on challenging tasks with the positive and motivated Concord team.

In her spare time, she enjoys going out and exploring nature. She loves travelling, watching movies and reading.  Her two daughters are her greatest inspiration.

Shima joined CSL in August 2021. With her degree in Chemical Engineering where she became interested in the entire food industry.  Shima worked for more than a decade in the chemical industry, mainly for one of the largest speciality chemical companies in the world as Technical Service Assistant.

As a wife and mom, she enjoys spending time with her family as well as swimming, listening to music, travelling, exploring nature, and trying different foods.

Karina joined Concord Sales Ltd. in 2011 as Senior Accountant. She has worked as an auditor for large firms in Canada and South America for almost 15 years, auditing different types of companies in all kinds of industries, gaining a broad accounting and business experience and understanding. Karina loves movies, music and tennis, and her family most of all.