C.B. Powell
C.B. Powell Ltd. - Brand Success Since 1945


We’re as Good as our Brands

Click on any one of the brands we manage to learn about how C.B. Powell has increased their Canadian presence.


Principal Name:
Product Line:
With C.B. Powell:
Business Manager:

Hormel Foods
SPAM Luncheon Meat
Craig Inch


When the first blue and yellow cans came off the production line in 1937, the world was forever changed. No one would have guessed back then, but the revolutionary new product became a war hero, a pop culture icon and an American institution.


Over the years, the SPAM® Family of Products has made itself known around the world, winning over the hearts of soldiers, world leaders, chefs, kids and parents alike. In fact, Gracie Allen, Dwight Eisenhower, Margaret Thatcher and Monty Python all have sung praises of the SPAM® Brand.


From the first can to the seven billionth, SPAM® products have remained a versatile, high-quality and great-tasting meal-time favorite. They have also changed to meet the needs of an ever-changing marketplace. The SPAM® Family of Products appeals to the varied tastes and lifestyles of people around the world.


Accomplishments & Milestones

Retail business has grown 46% over the past 8 years

Launched SPAM Oven Roasted Turkey in 2001

Launched SPAM 60% Less Sodium in 2006

Launched SPAM Garlic in 2011

SPAM achieved #1 dollar share of category in October 2008 and we continue to strengthen our leadership position of the category

Monty Python’s SPAMALOT event in Toronto 2006

– SPAMMOBILE sampling

– Breakfast Television feature

– Charitable donation to Food bank

– Vancouver event in 2007

Annual Chinese New Year activities

– Chinese newspaper recipe features

– Sampling events in retail stores

– Pallet display activities in key retailers


Principal Name:
Product Line:
With C.B. Powell:
Business Manager:

Hormel Foods
Launched into Canada in 1997 by C.B. Powell

Craig Inch


Just one taste and you’ll fall in love with Stagg® Classique® chili. It’s made with juicy beef, succulent red tomatoes, mouth-watering jalapeno peppers and zesty onions. The result is a chili so loaded with good things, it has taste you can actually see. A convenient heat-and-serve product, Stagg® chili comes in an easy-open can to offer a fast meal solution with a rich and hearty taste. No wonder it’s beloved by chili-lovers everywhere.


Clement Hirsch established Stagg Foods in 1956 as Rocking K Foods. The company first manufactured its products in Sante Fe Springs, Calif. and then moved production to Hillsboro, Ore. In 1980, the company’s name was changed to Stagg Foods and in Oct. 1996, Hormel Foods acquired Stagg Foods.


Accomplishments & Milestones

STAGG Chili is the dominant brand in the category with in excess of 55% dollar share of the market

Introduced STAGG Microwavable Bowls in 2007

Canadian chili market has grown from $6.1 million in 1997 to $20.1 million at the end of 2011

Ran “STAGG Chili Ski Watch” consumer & trade program from 2004 – 2007

– Consumer sampling & prizing events at ski hills across Canada

– Trade partnership featuring 30/30 radio spots (combined STAGG Chili and key retailer radio commercials)

– Full page ads and PR features in Ski Canada Magazine

STAGG Chili Official Chili of the Toronto Argonauts 2008 – 2010

– Product sampling & prizing events at all home games

– In stadium advertising

– On field advertising featured on TSN


Principal Name:
Product Line:
With C.B. Powell:
Business Manager:

Typhoo Tea Company
Typhoo Tea / London Fruit & Herb Tea / Ridgways Organic Teas
Chuck Corrigan


Typhoo Tea Limited has a long and rich heritage, stretching back to 1903 when Birmingham UK grocer John Sumner developed and sold a blend of tea in his shop. John’s sister, Mary, was the inspiration behind the product development, as she highly regarded teas as a cure for indigestion.


Over the years, the Typhoo business has developed from being the first brand to sell ready packaged tea, to being a leading tea business that now offers products in every sector of the tea market. Typhoo continues to be a leading brand in the Home U.K. market, and is now successfully marketed at retail across Canada


Accomplishments & Milestones

Currently achieving double digit sales increases in a flat to declining black tea market

Positioned Typhoo brand favourably against leading competitive brand via fact based benefit selling

Developed new packaging graphics for Typhoo Decaf to communicate key benefit & point of difference versus competitive products

London Fruit & Herb Tea has attained rotations at Costco East for 4 consecutive years

Ridgways Organic Teas favourably positioned against competitive items

Blue Diamond

Principal Name:
Product Line:
With C.B. Powell:
Business Manager:

Blue Diamond Growers
Blue Diamond Almonds
Launched into Canada in 1987 by C.B. Powell

Chuck Corrigan


Headquartered in Sacramento, California, Blue Diamond® Growers is the world’s largest almond processing and marketing company. Founded in 1910, the 102 year-old cooperative is owned by half of the state’s almond growers who produce over 80 percent of the world almond supply. Blue Diamond®, the world’s leading almond brand, continues to build markets and create new products, new uses, and new opportunities for global consumers.

Accomplishments & Milestones

Launched Blue Diamond Bold flavours in 2005

Awarded healthy snack of choice’ for 2 Canadian airlines in 2008/2010

Have successfully promoted the unique ’Peanut Free’ claim for Blue Diamond Almonds

Attained favoured promotional status with major retailers

More Brands

We manage a lot of brands. We’re working towards putting together more case studies for our other brands. In the meantime, here are some of the other fantastic brands that we manage.

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