Driving Progress in Canadian CPG



Arlene Dickinson, famed Canadian businesswoman, investor, and ‘Dragon’s Den’ star, has introduced the launch of a brand new incubator referred to as Venturepark, which works alongside companies within the consumer-packaged items sector.

Described as “Canada’s most in depth enterprise development ecosystem,” Venturepark is comprised of 5 communities: Enterprise Play, Venturepark Labs, Venturepark Voice, District Ventures Capital, and District Ventures Plus.

Via its expansive ecosystem, Venturepark permits its purchasers to develop and refine their advertising and marketing methods, enhance their programming, search innovation steerage, obtain media amplification, and rather more. At present centered on the Canadian market, Venturepark serves purchasers by its workplaces in Calgary and Toronto.

In gentle of the launch, we spoke with Dickinson to study extra about Venturepark and the way it’s serving to Canadian companies scale, how the pandemic has precipitated client attitudes to alter, and what alternatives exist for companies within the CPG area.

How have you ever seen the CPG area evolve just lately, and the way do these modifications impression the entrepreneurs and companies trying to achieve it immediately?

There are a few issues which have occurred just lately. From a client perspective, individuals have by no means paid extra consideration to their well being and their self. In different phrases, we’re extremely centered on excited about our well being and wellness from a bodily and psychological perspective, and that’s led to a shift in client patterns.

We’re additionally considering extra about what’s taking place relative to the place the merchandise we purchase come from, whether or not it’s shopping for clothes from moral suppliers, native meals that has clear origins, or in any other case simply having a normal understanding of the provision chain and what meaning from a client standpoint.

All of this has helped to open the door for rising manufacturers that don’t essentially fall beneath the multinational umbrella, however are capable of handle this rising client demand. On the identical time, direct-to-consumer manufacturers have additionally been flourishing. Persons are much more aware of the concept of getting items delivered to them, they usually’re buying on-line rather more often than they have been earlier than.

All of those modifications have actually led to an ideal storm, and it’s tremendously impacted how CPG manufacturers market, how they handle innovation, and the way they communicate to their prospects. There’s a transparent efficacy of the worth of products which are being created, and it’s opened up a lot alternative.

Do you count on that these pandemic-fueled shifts within the area are right here to remain?

The pandemic has actually precipitated all of us to pay nearer consideration to how we care for ourselves. I consider we are going to see long-term perspective and worth modifications on account of that, particularly after we take into account the performance of meals, its impression on our well being, and the way it pertains to wellness.

Close to the start of the pandemic, we noticed individuals scrambling to get rest room paper when there have been shortages, and this wasn’t one thing that was on the minds of shoppers previous to that. Now, we’ve been put able the place now we have to ask the place our merchandise come from and what it means after they’re not there. This was equally skilled with key meals merchandise, and it’s precipitated shoppers to assume extra deeply about what’s occurring behind the scenes.

In Canada, now we have entry to so many pure components which are of nice high quality, and now have the processing energy that’s wanted to get these merchandise into the palms of shoppers. After experiencing these provide points, I believe Canadians can be extra centered on creating and shopping for merchandise which are domestically sourced.

What forms of corporations would profit most from Venturepark’s steerage and what ought to they arrive ready with?

We predominantly deal with small and medium-sized companies. Our goal is to supply steerage to rising corporations which are beginning to present traction, and determine how we might truly scale them to achieve a world market. We think about the Canadian market first, after which broaden our focus.

Whereas we may help a model new start-up within the kitchen and the accelerator, we work with companies on funding and advertising and marketing after they’re a bit extra established. We’ve the capability to assist companies of all sizes, however we’re primarily centered on these which are in that earlier stage class.

There are 5 communities that comprise Venturepark—are purchasers capable of choose and select which areas they obtain mentorship in, or do all of them profit from the total bundle?

We like to consider it identical to a park which you can come into on any day and work with any one of many teams that you really want or must. You’ll be able to benefit from the accelerator program, select to work with the funding and advertising and marketing groups, or obtain assist in terms of broadcasting and constructing out a media community.

You choose the place within the park you need to collaborate, however you additionally profit from a well-connected community that may simply transfer from one focus to the subsequent. It’s a really collaborative course of the place wants are assessed on an ongoing foundation.

What can purchasers count on to realize when working with Venturepark?

They will count on to realize a deep understanding of the area by working alongside a companion who will assist them navigate the enterprise terrain of constructing a CPG firm, each nationally and globally.

They profit from working with groups who really perceive the language, metrics, manufacturing and distribution channels, and funding alternatives which are so necessary for these companies. On the identical time, we empower our purchasers to develop into extra well-rounded entrepreneurs who’re higher ready to deal with any challenges that they could face.

Every of our 5 corporations has a deep experience of their very own space and as every one is so linked, we don’t have to fret about continuously having to homogenize everybody. This enables us to streamline a lot of the scaling course of, and construct nice client items corporations collectively.

Picture Credit score: Venturepark



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