CITY OF TORONTO

How to Start a Food Business Seminar Presentation

Presentation by:

Michael Wolfson, Food and Beverage Sector Specialist City of Toronto Economic Development

Importance of the Food Sector to Toronto’s Economy

Food Industry is Canada’s second largest manufacturing sector.Over $16 Billion of Sales in Toronto alone.Directly employs over 50,000 people who would not readily find employment elsewhere.12% of the Industrial Workforce. Growth of more than 5% per annum.

‘Toronto's unsung heroes are its food processors, the Number 2 manufacturing category behind the auto sector, because they have helped stabilize factory output,’ Theriault of the Conference Board of Canada. Toronto Star Oct. 7, 2005.

• There are 6 major Automotive manufacturers in Ontario.

• 450 auto parts manufacturers.• There are 135,000 workers in Automotive

manufacturing in Ontario.

There are more than 3,000 food processing establishments in Ontario. The majority being SME.There are 114,000 jobs in just the food processing sector in Ontario.The spill over affect of this industry in retailing and foodservice adds another 500,000 jobs.

The GTA Food Processing Cluster

Farmers

Consumers

Food Processors

Traditional Model

Food Processors

Farmers

Consumers

A New Way of Thinking!!!!

Corporate Logo and Branding

Spend a great deal of time and thought on this!!!

Do not pigeon hole your company with what you are currently doing.

Create an image that will work with all your products.

Feelings and Imagery are the keys. Don’t be descriptive!!!!!!!!!!!!

Branding

S W O T Analysis

Strengths: Personal Strengths Strength of Product ( Hook )Weaknesses: Personal Weaknesses Is my product a me tooo!!Opportunities: What are the trends? What publications do you read? www.bakersjournal.com www.specialtyfoodnews.com www.foodincanada.com

Threats: Focus???????? Financial Burdens?????

USP not UPS

A pasta sauce by any other name may be just a pasta sauce!!

Channels of DistributionChannels of Distribution

Product Developer

Broker

Distributor

Retailer

Co-packer or Manufacturer

Cost $1.00

50% $2.00

30% $2.85

10% $3.17

25% $4.23

35 % $6.51

Labeling and Packaging Your Products

www.inspection.gc.ca/english/fssa/labeti/guide/toce.shtml

Produce a small run of your product.Contact a label company and have them register you for a UPC Code.Nutritional Information can be done for as little as $200.00 per item. These are mandatory.

Important Websites

www.omaf.gov.on.ca

www.agr.gc.ca

www.toronto.ca/business

www.enterprisetoronto.com

http://www.pushfoodforward.com/kitchens

Toronto Food Business Incubator

TFBI Client Graduate

Hemant TallurCEO, Eat-In Foods Inc.

Shipping to grocery stores including 6-pack size to Costco Wholesale Corporation

THANK YOU

Michael WolfsonCity of Toronto Economic Development

Food & Beverage Sector Specialist5100 Yonge St. Main Floor

Toronto, OntarioM2N 5V7

Phone: 416-392-3830Email: mwolfso@toronto.ca

www.toronto.ca/invest-in-toronto/food.htm