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Developing & Taking a Food Product to Market Part 2 - Creating a CPG brand
In Part 2 of this interactive workshop series, dive into the world of building a scalable and competitive Consumer Packaged Goods (CPG) brand. This session is designed to help emerging food entrepreneurs navigate the transition from concept to growth-ready business. You’ll learn how to define your brand identity, design packaging that captures consumer attention, and position your product effectively in the retail landscape.
We’ll explore key operational elements, including how to scale production, work with co-packers, and build relationships with distributors. You'll also uncover strategies for avoiding common pitfalls that many new CPG brands face when entering the market. Whether you're preparing for your first retail launch or expanding into national distribution, this session will provide the tools and insights needed to move forward with confidence.
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Meet the instructor
Heather Saffer
Heather Saffer is an award-winning entrepreneur, startup advisor, and brand strategist with over 15 years of experience building and scaling consumer brands. She founded and sold Dollop Gourmet, an all-natural frosting company that secured a Shark Tank deal and expanded into 1,000+ retail stores. A Food Network’s Cupcake Wars winner and author of two cookbooks with Simon & Schuster and Sterling Epicure, Heather has helped startups raise over $12 million and refine their brand and growth strategies. She also served as a Co-Founder within General Mills’ G-Works Innovation division and continues to mentor founders through roles with Launch NY and multiple SBDCs.
Patrick Jones - Course author
Visit www.norcalsbdc.org
To sign up for one-on-one advising and no cost training with the NorCal SBDC.
To sign up for one-on-one advising and no cost training with the NorCal SBDC.