Each year, the province of Nova Scotia gifts a Christmas tree to Boston. The tradition underscores the strong bond between both regions, making Boston a logical choice for the initial global expansion of Canadian food businesses. On November 30th, Branchfood, Invest Nova Scotia, and Taste of Nova Scotia hosted “Doing Business in Boston,” an executive workshop for ambitious, export-ready Nova Scotian consumer product entrepreneurs eyeing expansion into New England.

The workshop kicked off with remarks from the Nova Scotian Minister of Agriculture Greg Morrow, who spoke about the exciting potential for the expansion of food businesses into Boston, a gateway market to the eastern seaboard. Boston’s population is highly educated and sustainability-focused, a demographic that Minister Morrow noted would be an excellent fit for the companies present. The participants spanned a diverse spectrum, ranging from a gourmet cookie company to artisanal craft distillers: Benjamin Bridge, Christmas Tree Council of Nova Scotia, Country Magic, Food and Beverage Atlantic, Hill’s Jamaican Sauces, Made with Local, Millen Farms, Muwin Estate Wines, The Nova Scotian Cookie Company, Peace by Chocolate, Shivani's Kitchen, Still Fired Distilleries and Steinhart Distillery. 

The “Doing Business in Boston” workshop was led by industry expert Kevin Mannering, Partner and Chief Product Officer at Rodeo CPG. With over a decade of experience building successful go-to-market strategies for leading consumer product brands, Kevin is an authority on data-driven approaches to optimizing product-market alignment, distribution, pricing strategies, and promotional endeavors. Mastering each of these topics is key for companies expanding to the Boston market.

Boston is home to a wide range of conventional and natural retailers as well as regional and national distributors, each with distinct consumer bases and product assortments. “Doing Business in Boston” explored the various retailers and communicated proven strategies for international CPG companies to succeed in the marketplace and compete with existing players. Understanding the nuances between Roche Brothers and Market Basket, two prominent retailers in the region for example, is fundamental for any aspiring brand looking to differentiate itself in Boston's competitive landscape. 

A useful product developed by the Rodeo CPG team is Pitchable. This proprietary and dynamic sales management tool creates integrated lead generation in the independent retailer channel, and can help brands find new leads and set prices – though the process is just as much an art as a science. There are a multitude of factors that can help a brand finalize its pricing, like deductions from distributor’s payments or a product’s landed cost of goods sold. Throughout the workshop, Kevin discussed these key aspects of pricing, providing emerging entrepreneurs with exclusive insights into all aspects of launching a product in a new market, all while underscoring the tools, databases, and online resources available. 

When asked about the biggest mistake that emerging brands make, Kevin emphasized founders shying away from collaborating with experts, often due to the perceived financial investment. Engaging with experts is paramount, particularly when planning for new market entry. Experts not only provide essential guidance, strategic insights, and invaluable connections crucial for risk mitigation but also play a pivotal role in charting a course for regional scaling, starting with the New England market and potentially extending to the national market.

Boston’s market is unique, and although it offers endless opportunities for international business expansion, having a thoughtful go-to-market strategy is crucial for the success of any brand in the region. As Nova Scotia's gift to Boston symbolizes a lasting bond, Branchfood’s “Doing Business in Boston” workshop stands as a testament to fostering enduring partnerships and nurturing growth opportunities across regions, guiding ambitious entrepreneurs toward a fruitful future.

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