About
I work with early-stage food and CPG brands that are preparing to grow, but want clarity before committing more money to production, packaging, or retail expansion. As the co-founder of Whipdd, a flavoured butter brand now sold in 200+ retail stores across Canada, I’ve spent the last few years working through the realities of scaling a CPG business - manufacturing constraints, distributor margins, retail pricing, promotions, and cash-flow trade-offs. Most founders come in with one specific thing that feels stuck: pricing that works in one channel but not another, unit economics that look fine on paper but fall apart at scale, or retailer conversations that keep circling without moving forward. I focus on short, hands-on advisory projects that tackle one of those bottlenecks at a time. The goal is to reach clear, usable decisions quickly — usually within about 30 days — so founders can move forward with confidence instead of second-guessing. Typical outcomes include clearer pricing across channels, stronger numbers behind buyer and broker conversations, and a better understanding of what actually needs fixing now versus what can wait.
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Preparing your brand for retail is more than a sell sheet. I help founders structure pricing, margins, distributor strategy, and positioning so the business actually works once you land shelf space.
We build a pricing structure that works across distributor margins, retail markups, and trade spend — so your brand doesn’t lose money when it scales.
I help founders prepare for meetings with buyers, brokers, and distributors — including pitch positioning, velocity expectations, and pricing strategy.
A practical working session to troubleshoot challenges across distribution, product positioning, retail expansion, and financial viability.