Join Hayden Thomson as he hosts The Pack Heavy Podcast, a must-listen show for business owners and operators competing in the CPG and food processing industries. Featuring insightful interviews with industry leaders and special guests, this podcast shares valuable knowledge on the challenges, failures and successful strategies that have shaped their businesses. Whether you’re a seasoned entrepreneur or just starting out, tune in weekly to help prioritize what matters most and take your business to the next level.
Episodes
Monday May 01, 2023
Monday May 01, 2023
Join me as I sit down with Mitch for an insightful discussion on his entrepreneurial journey in building Libra from scratch. We explored some thought-provoking questions such as the fundamental differences between being an entrepreneur versus considering oneself a business person, and why the skill of selling is often overlooked in formal education settings.
Mitch gave us plenty of insight into some of the challenges, triumphs and pivotal moments that have shaped Libra’s success, securing funding and staying true to one's vision.
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Libra, a division of Upstreet Craft Brewing (located in Charlottetown, PEI) is on a mission to provide a refreshing and balanced alternative in the beverage industry. Mitch and the team have created a range of non-alcoholic craft beers that offer the taste and experience of traditional craft brews without the alcohol. With a lineup that includes a Pale Ale, IPA, Pilsner, Stout, Cherry Sour and limited edition releases, Libra has garnered rave reviews and won two World Beer Awards. Available nationwide through online and in-store retailers, Libra allows their consumers to make mindful choices and find balance in their lives with their exceptional non-alcoholic craft beer options.
Use the promo code "LIBRA10" to get a one off 10% discount at the checkout.
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Find Libra here:
- Web: https://drinklibra.ca/
- IG: @drinklibra
- Email: mitch@upstreetcraftbrewing.com
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👉 Check out this episode & leave a rating & review on the following platforms:
- Spotify: https://spoti.fi/3Fb2hC3
- Apple: https://apple.co/3uyFrzC
- Amazon: https://bit.ly/3Fxz99C
- Podbean: https://bit.ly/3hbBPAn
👉 Follow the podcast on LinkedIn here
👉 Follow me on LinkedIn here
👉 Instagram here
👉 Please support this podcast by checking out our show sponsor FoodPak
👉 If you have any questions or feedback I would love to hear from you hayden@thepackheavypodcast.com
Tuesday Apr 18, 2023
Tuesday Apr 18, 2023
In this episode I sit down with Austin Calladine, co-founder and CMO at Saskatchewan based, Cookie manufacturer Sweet Nutrition.
Austin shares his experiences in growing his business, including some specific challenges faced and how the duo overcame them. He also discusses the biggest win his business has achieved so far, as well as the strategies used to build a loyal customer base and retain those customers. Additionally, Austin shares insights on pivoting a business strategy and offers advice to other CPG business owners in the natural wellness space who may be facing similar challenges.
Use the promo code "podcast" to get 20% off their products when shopping on their website.
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Sweet Nutrition was co-founded by Austin Calladine and Casey Parker in 2018 and is located in Saskatchewan, Canada. Their mission is to provide a healthier version of all the sweets, treats, and snacks that people love and crave on a daily basis without any negative effects on their body or conscience. Through their innovative approach, Sweet Nutrition has gained a loyal customer base and is making waves in the natural wellness space. Customers can find Sweet Nutrition's full range of products on their website at sweetnutrition.ca, as well as in many retail partners across Canada, including health food stores, fitness centers, and grocery stores.
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Find Sweet Nutrition here:
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👉 Check out this episode & leave a rating & review on the following platforms:
- Spotify: https://spoti.fi/3Fb2hC3
- Apple: https://apple.co/3uyFrzC
- Amazon: https://bit.ly/3Fxz99C
- Podbean: https://bit.ly/3hbBPAn
👉 Follow the podcast on LinkedIn here
👉 Follow me on LinkedIn here
👉 Instagram here
👉 Please support this podcast by checking out our show sponsor FoodPak
👉 If you have any questions or feedback I would love to hear from you hayden@thepackheavypodcast.com
Tuesday Apr 04, 2023
Tuesday Apr 04, 2023
Join us as we uncover best practices for leveraging trade shows for market research, lead generation and sales strategies. Don't miss this timely and relevant conversation!
Episode highlights:
- Leveraging Trade Shows for Market Research: Discover how trade shows can be used to gather feedback on products and marketing strategies, and gain market insights.
- Trade Shows as a Powerful Marketing Channel: Compare the effectiveness of trade shows to other marketing channels for generating leads in the CPG industry.
- Aligning Goals and KPIs for Success: Learn how operators and marketing agencies can define success and establish KPIs that align with their marketing goals.
- Promoting Your CPG Brand at Trade Shows: Explore strategies for promoting your brand at trade shows, including pre-show planning, target audience identification and goal setting.
- Capturing and Nurturing Leads: A little on lead qualification, prompt follow-up, and personalized communication.
- Sales and Marketing Collaboration: Explore how sales and marketing can work together at trade shows to maximize results and drive success. Have a game plan, be yourself, and personalize communication for optimal outcomes.
- QA with the audience to finish things off!
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Lindsay is the founder of Piquant Marketing, a Vancouver-based marketing agency established in 2016. Her team of 8 specialize in supporting food brands that prioritize transparency, fair trade, sustainability and animal welfare. Lindsay and the team offer a great range of services, including social media management, branding, design as well as influencer and content marketing.
Lindsay previously featured on episode 32 of this podcast back in 2021 and I’m excited to have her back on the show for you all!
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Find Lindsay and Piquant Marketing here:
- Web: https://www.piquantmarketing.com/
- IG: @piquantmarketing
- TikTok: @piquantmarketing
- Email: lindsay@piquantmarketing.com
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👉 Check out this episode & please leave a rating & review on the following platforms:
- Spotify: https://spoti.fi/3Fb2hC3
- Apple: https://apple.co/3uyFrzC
- Amazon: https://bit.ly/3Fxz99C
- Podbean: https://bit.ly/3hbBPAn
👉 Follow the podcast on LinkedIn here
👉 Follow me on LinkedIn here
👉 Instagram here
👉 Please support this podcast by checking out our show sponsor FoodPak
👉 If you have any questions or feedback I would love to hear from you hayden@thepackheavypodcast.com
Monday Mar 27, 2023
Monday Mar 27, 2023
Episode highlights:
- The inception of Morgan's Harbour as a family business and Brian and Jade's role in taking it over.
- The challenges and opportunities of running a Jamaican patty business, including managing production, navigating the pandemic, staying competitive in a crowded market and adapting to industry changes.
- The early days of sales and how Morgan's Harbour's sales and marketing strategy has evolved over time.
- Hiring challenges, training and creating consistency in production.
- Morgan's Harbour's future plans and ambitions, including expanding the brand, introducing new products, and maintaining quality and tradition.
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Morgan's Harbour, HQ’d in Port Coquitlam, BC is owned and operated by partners Brian Chin and Jade McConnell, who produce authentic Jamaican patties in three delicious flavors using fresh and high-quality ingredients.
As a Jamaican native, Brian has dedicated himself to creating a true patty experience, and along with Jade, their primary goal is to share this comfort food with those seeking a unique culinary experience.
Customers can enjoy the delicious flavors of their patties through various avenues, including curbside pickup fresh from their production room door (delivery is available on Skip the Dishes, Uber Eats, and DoorDash), weekend farmers markets and dozens of retail partners throughout the lower mainland. Additionally, their patties can be conveniently purchased online through Spud.ca and Fresh Prep.
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Find Morgan's Harbour here:
- Web: https://morgansharbour.ca/
- IG: @morgansharbour
- Email: info@morgansharbour.ca
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👉 Check out this episode & leave a rating & review on the following platforms:
- Spotify: https://spoti.fi/3Fb2hC3
- Apple: https://apple.co/3uyFrzC
- Amazon: https://bit.ly/3Fxz99C
- Podbean: https://bit.ly/3hbBPAn
👉 Follow the podcast on LinkedIn here
👉 Follow me on LinkedIn here
👉 Instagram here
👉 Please support this podcast by checking out our show sponsor FoodPak
👉 If you have any questions or feedback I would love to hear from you hayden@thepackheavypodcast.com
Friday Mar 17, 2023
Friday Mar 17, 2023
Episode highlights:
- The startup story of Pulp & Press
- Balancing work and family life as a business leader
- The challenges and opportunities of running a growing business in the health and wellness industry <> Sales, Marketing & Production
- Building a strong team and hiring : Skills Vs Attributes
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Pulp & Press, established in 2014 in London, Ontario, is dedicated to providing their customers, community and fans with a variety of high-quality raw, organic juices, wellness shots and probiotic drinks made from a white tea base. Thanks to their commitment to using only the best ingredients and utilizing HPP technology, their products have a refrigerated shelf life of 180 days. Pulp & Press products can be found in over 1,000 locations across Canada, including select grocery stores, health food stores and fitness studios. Despite their rapid growth, Pulp & Press remains dedicated to their values of health, wellness, and environmental stewardship.
Use the code PACKHEAVY20 for 20% off site-wide at shop.pulpandpress.com
eCommerce Agency: Northern Commerce
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Find Pulp & Press here:
- Web: https://www.pulpandpress.com/
- IG: @pulpandpress
- Devin’s LinkedIn: https://www.linkedin.com/in/devinpowellpp
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👉 Check out this episode & leave a rating & review on the following platforms :
- Spotify: https://spoti.fi/3Fb2hC3
- Apple: https://apple.co/3uyFrzC
- Amazon: https://bit.ly/3Fxz99C
- Podbean: https://bit.ly/3hbBPAn
👉 Follow the podcast on LinkedIn here
👉 Follow me on LinkedIn here
👉 Instagram here
👉 Please support this podcast by checking out our show sponsor FoodPak
👉 If you have any questions or feedback I would love to hear from you hayden@thepackheavypodcast.com
Wednesday Mar 08, 2023
Wednesday Mar 08, 2023
Episode highlights:
- Exploring the current state & pros and cons of our Recycling and Composting Systems, and understanding their current limitations
- The inspiration behind founding and scaling Perk.eco
- Jennifer's personal journey as an entrepreneur and leader in the sustainability space, including lessons learned, successes and failures, and plans for the future
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Perk.eco, founded by Jennifer in July 2020, is a Vancouver-based company that has developed a unique system to recycle or compost 90% of coffee shop waste, including cups, lids, stir sticks, napkins, tea bags, pastry bags, drink containers, PPE, and more. The company offers a pickup/collection service, creating a closed-loop system that diverts waste from landfills and reduces the environmental impact of single-use coffee cups. By providing end-of-life solutions for cafe waste, Perk.eco is actively contributing to a more circular economy and promoting sustainability in the coffee industry.
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Find Perk.eco here:
- Web: https://perk.eco/
- IG: @perk_eco
- Email: jen@perk.eco
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👉 Check out this episode & leave a rating & review on the following platforms :
- Spotify: https://spoti.fi/3Fb2hC3
- Apple: https://apple.co/3uyFrzC
- Amazon: https://bit.ly/3Fxz99C
- Podbean: https://bit.ly/3hbBPAn
👉 Follow the podcast on LinkedIn here
👉 Follow me on LinkedIn here
👉 Instagram here
👉 Please support this podcast by checking out our show sponsor FoodPak
👉 If you have any questions or feedback I would love to hear from you hayden@thepackheavypodcast.com
Monday Feb 27, 2023
Monday Feb 27, 2023
Episode highlights:
- Sheena's journey of starting Made with Local, including the inspiration behind the company's focus on sourcing local ingredients and social responsibility.
- The challenges and rewards of building and iterating on a CPG company & production facility.
- The importance of storytelling and creating a strong brand and community around a company's mission AND ensuring that you're very clear on your “why”.
- Sheena's vision for the future of Made with Local, including plans for new product lines and expanded distribution.
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Founded in 2012 and located in Dartmouth, Nova Scotia - Made with Local started as a simple farmer’s market table that has grown into a thriving CPG company with a growing distribution network across Canada.
The company has gained a loyal following for their commitment to supporting local farmers and producers, reducing food waste and creating a positive impact, verified through their hard earned B-Corp status.
You can find their nourishing bars and granola at Sobeys, Loblaws, Calgary COOP and dozens of amazing indie retailers in Canada wide and online!
Brand & packaging redesign by https://pulpandwire.com/
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Find the Made with Local here:
- Web: https://www.madewithlocal.com/
- IG: @madewithlocal
- Email: sheena@madewithlocal.com
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👉 Check out this episode & leave a rating & review on the following platforms :
- Spotify: https://spoti.fi/3Fb2hC3
- Apple: https://apple.co/3uyFrzC
- Amazon: https://bit.ly/3Fxz99C
- Podbean: https://bit.ly/3hbBPAn
👉 Follow the podcast on LinkedIn here
👉 Follow me on LinkedIn here
👉 Instagram here
👉 Please support this podcast by checking out our show sponsor FoodPak
👉 If you have any questions or feedback I would love to hear from you hayden@thepackheavypodcast.com
Tuesday Feb 21, 2023
Tuesday Feb 21, 2023
Episode highlights:
- The Yoggu! Startup story
- Initial pricing strategy & competitor analysis
- Packaging and labeling
- The plant based market
- Manufacturing & raising capital
- Mentors & advisors
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Founded in 2018 and located in Vancouver, BC - Yoggu! is a company dedicated to creating delicious and nutritious plant-based yogurts. With a passion for healthy living and a commitment to using only the highest quality ingredients, Jade has built Yoggu! into a trusted and respected brand in the local health and wellness space. Her innovative approach to product development, coupled with her expertise in business and entrepreneurship, has helped Yoggu! grow rapidly and become a favorite among health-conscious consumers. Through her work with Yoggu!, Jade is on a mission to make healthy eating more accessible and enjoyable for everyone, and to inspire people to live their best lives.
Brand Design - Chris Williams @ Rucsak
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Find the Yoggu! here:
- Web: https://yoggu.ca/
- IG: @yoggu.foods
- TikTok: @yoggu.foods
- Email: jade@yoggu.ca
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👉 Check out this episode & leave a rating & review on the following platforms :
- Spotify: https://spoti.fi/3Fb2hC3
- Apple: https://apple.co/3uyFrzC
- Amazon: https://bit.ly/3Fxz99C
- Podbean: https://bit.ly/3hbBPAn
👉 Follow the podcast on LinkedIn here
👉 Follow me on LinkedIn here
👉 Instagram here
👉 Please support this podcast by checking out our show sponsor FoodPak
👉 If you have any questions or feedback I would love to hear from you! hayden@thepackheavypodcast.com
Monday Feb 13, 2023
Monday Feb 13, 2023
Highlights from today’s conversation with Nima:
- Lifestyle Design
- Value propositions to focus on
- What’s in a name?
- Focus = growth
- Ecomm | Marketing & FB ads
- Packaging evolution & innovation > Spout Pouches & Single serve Cans
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Founded in 2015 and located in Toronto, Ontario - Broya produces 100% organic and grass fed bone broth in 4 different flavors - all of which are packaged up in stunning flexible spout pouches - and two classics - Beef & Chicken, both of which are presented in somewhat innovative 250ml cans.
With a hyper intentional focus on each step of the supply chain process, all Broya products are made from grass-fed and happily raised animals from local farms - allowing their key Value propositions (local farmers, happy animals, a thriving environment, gut health & immune system support) to really shine through.
Nima and the team are driving the business primarily through their Ecomm platform and several retail locations across Ontario including Whole Foods, Healthy Planet, Sobeys, Fresh City Farms and other healthy independent retail locations.
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Find the Broya here:
- Web: https://broyaliving.com/
- IG: @broyaliving
- Twitter: @nimasoco
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👉 Check out this episode & leave a review on the following platforms :
- Spotify: https://spoti.fi/3Fb2hC3
- Apple: https://apple.co/3uyFrzC
- Amazon: https://bit.ly/3Fxz99C
- Podbean: https://bit.ly/3hbBPAn
👉 Please support this podcast by checking out our show sponsor FoodPak
👉 If you have any questions or feedback I would love to hear from you hayden@thepackheavypodcast.com
Monday Feb 06, 2023
Monday Feb 06, 2023
Highlights from today’s conversation with Crystal:
- Our senses are deeply connected to our emotions & memories
- Technical challenges faced
- Working with manufacturers and co packers
- Searching for and leveraging Trade Marks
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Canadian Candy Nostalgia is an Alberta company dedicated to bringing back sweet memories for Canadians. With two SKUs currently on offer (The Cuban Lunch and Rum & Butter) their chocolates can be found in many retail locations Canada wide including Sobies, IGA, 7-11 and London Drugs stores.
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Find the Cuban Lunch here:
- Web: https://cubanlunch.ca/
- Web: https://www.rumandbutter.com/
- FB: https://www.facebook.com/cubanlunch/
- Email: canadiancandynostalgia@gmail.com
- Canadian IP Office: https://ised-isde.canada.ca/site/canadian-intellectual-property-office/en
- US Patent and TradeMark Office: https://www.uspto.gov/
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👉 Check out this episode & leave a review on the following platforms :
- Spotify: https://spoti.fi/3Fb2hC3
- Apple: https://apple.co/3uyFrzC
- Amazon: https://bit.ly/3Fxz99C
- Podbean: https://bit.ly/3hbBPAn
👉 Please support this podcast by checking out our show sponsor FoodPak
👉 If you have any questions or feedback I would love to hear from you hayden@thepackheavypodcast.com