With more than a quarter of a century of marketing and advertising tucked firmly under their belts – Michael, along with his wife and partner Toni, know a thing or two about producing results. They and their team(s) have strategized and rolled out campaigns for many of Canada’s leading brands propelling them to unprecedented performance on regional, national and international stages.
Some call it sales but Michael and Toni call it engagement. After all, does anyone ever really want to be “sold”? Successful sales, in their never too humble opinions, has 0% to do with selling and 100% to do with service. According to Michael and Toni, “what clients want more than anything is to know that you’re more interested in helping them than you are in selling them.”
Please connect with Michael and Toni directly to discuss coaching and consulting services.
Plant-Based Recipe and
Simply put – there is no way that a foodservice business can successfully operate today without a variety of properly prepared, sinfully delicious vegan dishes on the menu. As a certified plant-based chef and vegan cookbook author, (along with maintaining a plant-based diet for over 40 years), Michael has what it takes to create everything from custom vegan recipes to complete vegan menus – and he can train you and your team to do them right each and every time.
Headlines worldwide scream "UK Restaurant Industry Misses Out On Billions By Not Catering To Vegans". Now...of course...you could claim that the UK is different than Canada. And you're right! But I would question that logic when you consider the performance of the Beyond Burger at its recent launch at Canadian A&W locations!
Michael and Toni regularly get calls from producers and manufacturers seeking help getting their “revolutionary” and “much-loved” products on shelf. When asked about the basis for these claims and why these products are going to be the hottest, coolest things to hit retail shelves EVER…the answer typically goes something like “well, we haven’t done any research, or any pricing, or any planning for distribution, or any design work…but, EVERYBODY loves our goodies!” It’s no surprise that almost 75% of new products never make it to retail.
From design to costing to pre-launch fan building to co-manufacturers (if needed) to distribution…and everything in between, Michael and his team(s) know what it takes to successfully launch and market products in the rapidly growing plant-based space.
Workshops, Spokesperson and Brand Representation
In addition to coaching and consulting, Michael, along with his wife and partner Toni are popular speakers, workshop leaders and brand spokespeople for a number of manufacturers, retailers and organizations. In part, these include:
Loblaws – spokesperson (Loblaws Near Me, Summer Produce Campaign)
SoL Cuisine – recipe and product development, marketing consultancy, brand representation, spokesperson
Pusateri’s – recipe and product development, marketing consultancy
TVA – cooking workshop leaders
Pasta Tavola – recipe and product development, marketing consultancy