Peter Chapman

SKUFood, Speaker, Author, Consultant

How to Include Your Innovation in a Product Pitch

The face to face time you get with your customers is so valuable. You need to make the most of every meeting. We will explore how to make your innovation relevant for your customers.

Getting Value For Your Innovation

We all get excited about innovation. Retailers and consumers are looking for innovative products, ideas and suppliers. The challenge can be getting people to understand the innovation and ultimately include the value in the retail price. We will discuss consumers and how to communicate innovation to them. We will also share insights into communicating innovation to retailers and help them understand the value your products deliver. To earn their space on the shelf, products need to deliver sales. We will include ideas and opportunities for your retail sales plan to ensure you meet or exceed your sales targets.


Peter Chapman not only understands the food industry, he has a passion for seeing others succeed in this business. His in-depth knowledge of the retail landscape and consumers has helped many food producers and processors. His valuable insights will help you navigate the marketplace more effectively and get your items on the shelf and into the shopping cart. Peter’s experience includes the entire supply chain and retail merchandising. Starting at store level, he learned the importance of listening to consumers and the challenges of implementing strategies at retail. He went on to Canada’s largest food retailer, Loblaw’s, for nearly twenty years, expanding his knowledge working in various departments, including merchandising, marketing and advertising. In 2007, Peter started a company to provide customized services to producers, processors and retailers across Canada. SKUFood works directly with producers and processors to help them understand their customers, the retailers. Peter is the author of A la cart, a supplier’s guide to retailers’ priorities, and he was the national president of the Canadian Association of Professional Speakers in 2021. He has provided food industry insights to Canadian Grocer, The Globe & Mail, Maclean’s magazine, Canada AM and he writes a monthly column in the Grower.