C.B. Powell

C.B. PowellFull Service Canadian Consumer Packaged Goods Since 1945

C.B. Powell

We manage and market leading brands spanning multiple categories and classes of trade from coast to coast. We've launched some and we've re-staged others. We have built brands into category leaders, something we are proud of.

A team of experienced and focused, senior business managers supported by solid strategic business processes and sales insight. We manage fewer businesses with more applied resources.

Our knowledge of the unique Canadian market encompasses everything from sales and marketing to logistics, distribution and trade spend management.

Think of us as an extension of your organization, your Canadian Division. We are driven by one goal: your brand's success in the Canadian market.

Canadian Overview

Canada is a massive country with an amazingly diverse population. The mosaic nature of our country makes it an attractive export market for goods from many countries. With our global clients we position ourselves as their Canadian division. We work tirelessly to bring new products and expand existing products into the Canadian market through the right channels with the right messaging.

“B&G Foods and CB Powell have been in business together for many years. We highly value our relationship with CB Powell and continue to trust them with more and more of our business. Their leadership and management team has extensive experience in Canada and has provided a consistent level of sales execution across all customers in this market. I look forward to continuing to drive results with the help of Tim, Colin and their team.”

- Mark Nerland, Director of Sales - Canada, B&G Foods

  1. Consumer test your product and brand) with Canadian consumers Regardless of how aligned Canadian consumers might be to those in your home market there are still real differences.
  2. Find capable in-market partners You will require skilled and focused local resources to manage a diverse, dynamic and competitively complex Canadian market.
  3. Invest in a Plan and Plan to Invest There is no product sufficiently good and distinct to sell itself.

Canadian CPG SalesCovering all Channels

We understand every consumer packaged good sales channel in Canada. We can help your product achieve complete coverage in the Canadian market with sound strategy and execution. Whether your goal is for your brand to take the nation by storm or to stimulate a select group of dedicated consumers we can help you thrive.

“We have an efficient mix of in-house and partnered sales capabilities that provides professional coverage coast to coast. All channels, all facets of professional selling – Head Office to store level.”

- Mike Purewal, Director of Sales

CPG Sales

  1. Sales Channels We can help sell your brand through all channels. Head offices, retailers and the trade.
  2. Sales Strategy Having a sound sales strategy sets your brand up for success in the Canadian market.
  3. Sales Execution We can help with sales execution in determining pricing, inventory coverage, distribution and more.

Canadian CPG MarketingRelating to 33 million unique individuals

We believe so strongly in marketing that it’s more than simply a service offering, it’s a fundamental pillar of our success. We offer true marketing. Consumer and trade. No one knows the Canadian CPG space better than us. We offer full service marketing from in-store and on-shelf through to digital and social media.

“Our team of experienced marketers are hands on experts on the realities of the market place. Strategic with a high level of understanding and interaction with sales and retail partners.”

- Stan Atkinson, Director of Business Development

True CPG Marketing

  1. Experience Combined, our Business Management Team has over 120 years of practical knowledge and experience in the industry.
  2. Dedicated Management We believe that a system of dedicated, focused, one on one management between our core businesses and our business managers should outweigh simply building a roster of clients for growth.
  3. Speaking the Language Canada is a bilingual nation and a cultural mosaic. We speak to consumers in the language they speak, in the tone they speak on the channels they use to communicate.

Administration and ReportingTrade Fund Management and Reports

Your dollars are important. The competitive nature of our industry requires a firm handle on managing spend to make sure it works hard for you. Our state of the art trade fund management system supported by highly trained and experienced staff allows you stay on top of your trade fund dollars and performance.

“The great thing about C.B. Powell is that they treat our money like it was their own. Through their trade fund management system and professional staff we always know where we stand with our expenditures, budget and how our dollars are performing for us.”

- Cheryl Berry - Hormel Foods Corporation

Breakdown

  1. Deduction Management We manage the deduction and adjustment process. We employ a state of the art trade fund management system to control the entire process and ensure accuracy. We provide monthly reports that tracks trade spend against budget and highlights variances to pursue sales growth opportunity.
  2. Product Management GS1 Compliant – fully operational on Product Specification and Listing requirements.

Canadian CPG LogisticsMoving goods across the world’s 2nd largest country

Getting things from coast to coast can be difficult. We manage inventories in warehouses in Toronto and Calgary with consolidated scheduled shipments to all regions and direct to key customers. Our warehouse network provides national product distribution. We have the ability to be Vendor of Record for Direct Shipments or Importer of Record for CFIA.

“We are your turnkey solution to access the Canadian Packaged Goods market. The right product, in the right quantity at the right time.”

- Don Hoggard, Director of Logistics

By consolidating all principals’ orders for freight and handling we’re tremendously cost efficient. We make it easy and convenient for our customers to buy products and turn inventory quickly with our combined minimum case order level.

  1. Electronic Order Management Over 80% of our volume is handled electronically, with the latest software versions of EDI and Web based protocols.
  2. Invoice Management Invoicing is centralized at our Head Office. We assume 100% of the A/R credit risk and A/R collections.
  3. Reporting Management Customized Sales, Inventory and Forecast reports are available through the GEN WEB system.

Market Research & Consumer InsightsUnderstanding how your product fits in Canada

The Canadian Consumer Packaged Goods industry is rich with consumer insight and market research. In order to give your products the best start on the road to success we believe in fully understanding the market and your target consumer is the first step when expanding or re-launching products or brands in Canada. We use a variety of Nielsen and Shopper Marketing data in combination with digital tools to fully understand the market.

“Understanding consumer’s needs and creating and delivering consumer value are critical to building a successful brand.”

- Alex Powell, Director of New Business Development

Market Research

Market research is seen by participants as an opportunity to disclose their experiences and attitudes to an understanding audience who can speak their language; a language that is often too opaque or lacking in context for clients. This positions market research as an information gatekeeper, a translator, and communicator for clients; and a middleman through which to gain access to the lives of everyday people.

- Josephine Hansom, GfK NOP

Powell EdgeTMBringing new brands into Canadian mainstream markets

Bringing new brands into Canadian mainstream markets Canada is a country that welcomes innovation in the grocery market. We’re quick to embrace new products and food and dietary trends. Powell EdgeTM seeks new and innovative brands looking to thrive in the Canadian market. Powell EdgeTM works to identify these businesses and explore new channels of distribution and strategic customer bases.

“In the theme of C.B. Powell’s methodologies, this team will provide the same level of focus and attention we have for our principals whose brands are already significant in the Canadian market.”

- Colin Glaysher, Executive Vice President, C.B. Powell

PowellEdgeTM Process

  1. Electronic Order Management Over 80% of our volume is handled electronically, with the latest software versions of EDI and Web based protocols.
  2. Invoice Management Invoicing is centralized at our Head Office. We assume 100% of the A/R credit risk and A/R collections.
  3. Deduction Management We manage the deduction and adjustment process.
  4. Reporting Management Customized Sales, Inventory and Forecast reports are available through the GEN WEB system.
  5. Product Management GS1 Compliant – fully operational on Product Specification and Listing requirements.

Contact UsLooking for CPG Help in Canada?

Vendor Application

We’re looking for brands that fit our philosophy and approach to the Canadian market. Are you willing to invest in consumer and market research for a new product launch in Canada? Need help with a relaunch of an existing product in market? Fill out our Vendor Application Form and we will contact you.

Brands that C.B. Powell Manages













Contact Card

M 2475 Skymark Avenue, Unit #1
Mississauga, Ontario, Canada
L4W 4Y6
P (905) 625-4000
F (905) 625-9413

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