How to pitch your food product to Canadian grocery retailers

2.5 min read

Key takeaways

Retailers prioritize products that can increase category sales or profitability.
A well-prepared retailer meeting is your best opportunity to demonstrate your product’s value.
Research each retailer and tailor your pitch to its priorities, customers and category goals.

To get a food or beverage product onto Canadian grocery shelves, you need to show retailers how it can increase category sales or profitability. Once your product and packaging are retail-ready, the next step is earning a retailer’s commitment to list it. A focused pitch—supported by credible sales forecasts, pricing and a marketing plan—can help you make the case.

How to get a grocery retailer’s attention

Retailers make room for products that can grow category sales or improve profitability. They are less likely to list an item that simply matches the performance of the product it would replace. Innovation can open the door, but it must translate into measurable value for the retailer and its customers. It’s about how the product will perform in their store and what you will do to ensure success.

Getting a category manager’s attention can be difficult. These retail buyers select and manage thousands of products in a highly competitive environment. Lead with a concise story that explains the customer need your product meets, how it differs from other options and how it can grow the category. Keep operational details brief unless they demonstrate your ability to supply the product reliably.

What to include in your retailer pitch

Once you have a retailer’s attention, a virtual or in-person meeting is your best opportunity to make the case for your product. Arrive prepared to cover four points:

Once you have a retailer’s attention, a virtual or in-person meeting is your best opportunity to make the case for your product.

Your credibility: Show that you, your product and your business can meet the retailer’s expectations and deliver consistently.
Category growth: Explain how your product can increase sales, improve profit or attract new customers to the category.
Sales and costing details: Bring realistic store-level sales forecasts and delivered costs based on the expected volume.
Your sales and marketing plan: Outline how you will create demand, support the launch and participate in the retailer’s promotional programs.

How to research a grocery retailer

Category managers make listing and delisting decisions throughout the year. Before your meeting, learn about the retailer’s strategy, shoppers and category priorities. Review the retailer’s website and stores, use LinkedIn to understand the buyer’s professional background, and speak with suppliers or industry contacts who know the account. Tailor your presentation to the retailer, respect the meeting time and leave room for questions.

Start your research before finalizing the product. Visit stores, study the category and identify the gap your product can fill. The goal is to build a credible, retailer-specific story backed by evidence. For more practical guidance, explore FCC’s guides for food and beverage entrepreneurs and its advice on setting your product up for retail success.

Article by: Peter Chapman

Peter Chapman, founder of SKUFood, is a food industry consultant, speaker and author with extensive retail grocery experience.

Article republished on October 28, 2026

Marketing & Sales