Selling a food or beverage product goes way beyond quality and flavour. Before any opportunity to sample, consumers make their initial purchasing decisions based on packaging and their understanding of the brand. Learn how to meet customers where they are and present your brand as a solution to enriching their lives and the lives of their loved ones.
We will do this by exploring:
- Concepts like origin story, brand archetypes and personalities, ideal customer profiles and the competitive landscape
- You will learn how to encapsulate all of this into a positioning statement
- You will see numerous examples of how other successful ethnic brands went to market
- We wrap up with practical examples of how to leverage your marketing to showcase your brand effectively.
Positioning an Ethnic Brand for Mainstream Retail
Introduction to Food Venture Academy
Introduction to Food Venture Academy
Positioning your Ethnic Food Brand
Positioning your Ethnic Food Brand
Congratulations! You've completed the course!
Thank you for joining us!
About the teacher
Kiran Bains
With a career that spans clinical nutrition, consumer packaged goods (CPG) innovation, and entrepreneurial leadership, Kiran Bains brings a unique blend of expertise and real-world experience to the classroom. Starting as a registered dietitian in a clinical setting, Kiran transitioned into the CPG space, successfully developing and launching two food products in retail stores.After stepping away from product production, Kiran co-founded Food Venture Accelerator Inc.—an online accelerator dedicated to helping food and beverage entrepreneurs start, grow, and scale their businesses. Through this venture, Kiran has worked with over 1,500 CPG founders, offering strategic guidance on everything from ideation to innovation and market growth.Today, Kiran manages the Western Accelerator at the Morrissette Institute for Entrepreneurship (Ivey Business School), while continuing to speak at events focused on entrepreneurship, creativity, innovation strategy, and startup education. Outside of work, Kiran enjoys time with her husband and beloved puppy, and continues to fuel entrepreneurial growth through ventures like FoodVentureAccelerator.com and GoCPG.ai.
