Our mission is to provide
best-in-class food technology
services cost effectively.

 

We Are Your “311”.

We care about your success.

We help ensure your products are safe,
sustainable, scalable and… yes, profitable.

Concept To Shelf’s branding says it all. From concept to shelf we offer cost-effective consultative services to support your innovation, product development and food labelling compliance needs.

 

Since 2004, Concept To Shelf has supported a variety of national brands in copywriting to the development, launch and management of multi-sku’ed products.

 

Product Development is broad and includes a variety of steps within the process to achieve saleable products that are safe, compliant and profitable.

 

Sometimes you are just too busy, too close to your business or simply experiencing knowledge gaps within your immediate in-house human resource tool-box. Concept To Shelf is here for you and your team – we are an email, phone call or text away. Our “311” is 311@concepttoshelf.com.

 

Your questions will be responded to in the most cost-effective manner – we will strive to resolve your questions and challenges as quickly as possible. This could mean an hour on the phone or a week on-site but it will be the shortest most effective solutions-based route.

Not hitting your above the line targeted profit margins?  Formula too expense? Looking for innovative cost savings opportunities?

We will help your bottom-line!

 

New formula not hitting your desired sensory targets? Looking for a ‘fresher-more authentic’ flavour profile?

We will make it taste better!

 

Getting customer’s comments about your lengthy ingredient list on social media? Need to clean up your ingredient list?

We will find a way to shorten it!

 

Do you really know what your competitors are up to? Need help executing a competitive evaluation or sensory cutting session?

We will plan it for you!

 

When is the last time your presented innovation to a strategic customer? Need help with preparing the presentation? Executing the presentation?  The outcomes should be a big HIGH FIVE after your meeting in the parking lot!

We will ensure the HIGH-FIVE is as high as it can be!

 

CFIA is scary – right? Doesn’t have to be.

We will assist with collecting and organizing documentation from internal and external groups that will meet CFIA standards!

 

Too many balls in the air?  Projects getting ‘stuck’…Missing deadlines…it’s all about process!

We will create an efficient and scalable process with you.

About Toby

A blend of corporate and uber-entrepreneur, Toby has committed her career to the food industry. Armed with deep family roots in the Canadian retail grocery industry, a business degree from Ryerson University and a variety of innovative milestones has led Toby to where she is today.

 

Benefiting from over ten years in various positions while at Loblaw Companies, from Category Manager to Product Manager, Toby has been responsible for developing strategy and products across a variety of food and non-food portfolios, often valued at over $300,000,000 in sales.

 

In 2003, Toby took the entrepreneurial leap and founded Concept To Shelf which continues to be a thriving boutique management consulting firm based in Toronto, Ontario. Along with her team of talented industry associates, together they service a variety of small business clients in the North American Market.

 

Toby’s passion and strengths clearly center around innovation, conceptualizing new product ideas that translate into a multi-million-dollar sustainable CPG product. A proven track record that awarded her the designation of PRODUCT INNOVATOR OF THE YEAR in 2010 by Food In Canada.

 

Taking the entrepreneurial journey one step further, in essence “putting their money where their mouth is”, Concept To Shelf bundled up all it’s experience and further demonstrated its breadth of applicable skills by launching its own brand of frozen foods into the Canadian market.

 

In 2009, Concept To Shelf launched Cookin’ Greens, a full range of first-to-market flash frozen dark leafy greens which continues to thrive nationally. A successful CBS Dragon’s Den pitch further validates Toby’s abilities to stick-handle her passion and knowledge under stressful conditions – camera’s rolling on national television.

 

When not assisting food industry entrepreneurs, hunting for new product trends and gobbling up food industry knowledge, Toby enjoys spending time with her family and friends, supporting animal rescue groups, travelling and attending live music events mostly along the Jersey Shore.

 

 

 

About Gabrielle (AKA Gaby or the “Jam Queen”)

More than just a lab coat, Gaby’s vision for strategic product development is fundamental to the success of the products she helps to create. From bringing a product idea to fruition, to coaching on formula and production requirements, to investing time and patience to build relationships with customers and understand consumer needs and expectations; to consulting on product use and marketing messages; Gaby’s wealth of knowledge supports CTS and its’ members with their product development needs.

 

Balancing innovation with regulation and compliance, Gaby has worked with both private and public companies across Canada and the United States. Energetic and well connected in the food industry, Gaby is known for finding solutions and breaking down roadblocks to catalyze success on behalf of her partners as a champion for quality, positive customer experiences and enhancing company reputations.

 

With a Bachelor of Science in Food and Nutrition, Gaby’s career has deep roots in the Greater Toronto Area developing many products for large and small retail customers such as Costco, Loblaws, Sobeys, Walmart and many more. Gaby pairs technical expertise with her understanding of the deeply competitive landscape of the retail industry and is well informed of consumer needs, consumption, purchasing trends, and the need for constant innovation to excel and stay relevant.

 

Gaby lives with her husband in the beautiful Niagara Wine region, Ontario. She enjoys all things outdoors from camping to gardening and as one might suspect, leverages her expertise in the kitchen to become quite well known in all of her social circles for some of the best baked goods of all time.

 

Toby and Gaby combined have MANY years of direct industry experience in the Canadian market. They have met all the retailers; they developed products across most traditional retail grocery categories including frozen, dairy/non-dairy, shelf stable snacks, beverages, shelf stable soups, sauces, spreads, deli, bakery, seafood & fruit-based products to name a few.

 

 

About Natalie

Natalie Maurice joined Concept to Shelf in 2009 when she met Toby during a live Cookin’ Greens in-store demo at The Kitchen Table in the infamous Forest Hill Village. A passion for health and wellness Natalie holds a Certificate in Holistic Nutrition from The Institute of Holistic Nutrition, 10+ years experience as a knowledgeable and energetic instore brand ambassador for Cookin’ Greens and a variety of other emerging food brands. In addition to her in-store activation responsibilities, Natalie is our in-house social media guru managing all social platforms and is on the front lines responding to customer inquiries. Natalie is a breath of fresh air and we are so happy to have her as part of our team!

 

You can contact Natalie directly to inquire about Concept To Shelf Instore Demo Programs in the GTA.

 

 

About Mike

Mike Feraco joined Concept to Shelf back in 2003. Our stable ‘go-to-guy’ for a variety of creative professional services including graphic design, production design, photography, videography and always a supportive shoulder to lean on..

Mike’s passion is photography and videography. Mike was a key pillar in the development of the Cookin’ Greens brand. Mike has won many awards for his work. We are so pleased to have Mike on our team for so many …decades!

 

You can contact Mike directly to inquiry more about his services and how they can support your needs.