Featured EventSales & Marketing Symposium

Wednesday, May 14, 2025
This Symposium brings together senior sales and marketing professionals in FHCP member companies to discuss best strategies, unique innovations, trends and insights from industry leaders and key influencers to help drive creative and bold ideas.


 Start Date - End Date

Wednesday, May 14, 2025

 Start Time - End Time

8:30 AM - 4:10 PM

Early Bird Discount Deadline

Monday, March 03, 2025

Registration Deadline

Monday, May 12, 2025



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The marketplace is evolving faster than ever, and staying ahead means adapting, innovating, and leading with confidence.

Join FHCP for a dynamic Sales & Marketing Symposium, where top industry experts will share key strategies to help you navigate today's shifting business landscape. From market trends to leadership strategies, this event is designed to equip you with knowledge and tools needed to drive success.

Last year’s symposium was a sell-out - don’t miss your chance to be part of this must-attend event! Stay tuned for more details and secure your spot early.

 

 

 

  

 

 



 

 


Unlocking Brand Potential: Thriving in Canada


What does it take for a brand to truly thrive in today’s Canadian market? In this high-impact session, Sandra Sanderson, Chief Marketing Officer at Empire Company Limited and Sobeys Inc., will share how Empire has moved from brand sameness to creating sharp brand edges that clearly differentiate each of its banners.

Discover how Empire is leveraging the powerful connection between family, food, and sports to stand out from the competition, while also deepening engagement with communities through purpose-driven programs.

Gain insights into the power of the Scene+ loyalty program, and how personalization and gamification is being leveraged to connect with customers – plus a look at Empire Media+, the launch of a new retail media business that is fueled by Scene+ first party data.

 

 

 

 

Canada's Economic Crossroads: What's Ahead in 2025?

From shifting global tariffs to the implications of a new federal government, 2025 is shaping up to be another eventful year for Canada’s economy. With questions surrounding the Bank of Canada's path forward, interest rate cuts, and inflationary pressures, businesses are navigating an increasingly complex landscape. Add to that changes to immigration policy and ongoing volatility in the Canadian dollar, and the road ahead becomes even more challenging. Leslie Preston, Managing Director & Senior Economist at TD Bank, returns to share her latest insights on where the Canadian economy is headed - and what it all means for business leaders looking to plan ahead. 



 

The Future of the Grocery Code of Conduct: Insights from the newly appointed Adjudicator

With the Grocery Code of Conduct in effect shortly, what’s next for the industry? Karen Proud, the newly appointed President and Adjudicator of the Office of the Grocery Sector Code of Conduct, takes the stage to share exclusive insights on where we stand, industry readiness, and what businesses must do to navigate compliance successfully. Gain firsthand knowledge from the leader at the forefront of shaping fair and transparent grocery sector practices in Canada. 

 

 

 

From Scarcity to Precarity: Consumer Behaviour and Preferences Today

Today’s consumer is navigating a world defined by instability, where the shift from a scarcity mindset to one of precarity is transforming how choices are made. Price and preference no longer dominate—emotion, identity, and uncertainty now play leading roles

Beliefs, values, and even national pride are woven into everyday purchasing decisions. Economic unease is fueling a turn toward patriotism and nationalism, pulling consumers away from purely rational, cost-based thinking. To truly understand the modern consumer is to grasp how personal and political forces are reshaping behaviour—and why connection now demands more than just competitive pricing.
 


Session info coming soon...


  



Session info coming soon... 

 

 

 SPONSORSHIP OPPORTUNITIES

 

 

 

 


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Registration Fees

Price Description Amount
Standard Member Rate $699.00
Standard Registration Rate for Table of 6 $2699.00

Golf Registration Fees

  Early Bird Rate - Table of 6
  Early Bird Rate - Table of 6 for Traci Wildish (McCormick Canada)
  Table for 6

Speakers

Carman Allison
VP, Business Development, Canada, NielsenIQ
Carman Allison is NielsenIQ's vice president of business development for Canada. Carman constant-ly has his finger on the pulse of the CPG marketplace, and manufacturers and retailers rely on him to provide insights and solutions they need to make strategic business decisions. He has over 35 years of experience consulting on consumer and retail trends and is a key-note speaker at industry confer-ences as well as being featured in numerous trade and news media such as his monthly 'It Figures' column in Grocery Business. 
Errol Cerit
Executive Vice President, Industry, Public Affairs & Membership Development, Food, Health & Consumer Products of Canada

Errol is the Executive Vice President of Food, Health & Consumer Products of Canada (FHCP) the national trade association representing Canada’s food, health, and consumer goods manufacturers. 

Errol has been with FHCP for 10 years and currently leads FHCP’s Industry , Public Affairs and Membership Development efforts, focusing on providing members with critical insights on the Canadian grocery trade environment and working with members on industry initiatives that enable companies to reduce costs and improve service to their customers.  

Prior to joining FHCP, Errol spent 13 years at Loblaw in various progressive roles in Engineering, Supply Chain, Merchandising, and Retail Operations. Errol also worked for Bombardier’s Aerospace division, and led a boutique consulting firm focusing on distribution and network efficiencies. 

Errol is a professional engineer and has an Industrial Engineering degree from the University of Toronto. 

 

Ivan Joseph
Award-Winning Performance Coach | Leadership and Cultural Transformation Expert,

An award-winning coach, prominent educator, and accomplished leader, Dr. Ivan Joseph has spent his career leading cultural transformation and building cohesive teams. His research has focused on understanding how self-confidence drives performance and now, as an internationally renowned speaker, he shares this knowledge to help leaders cultivate inclusive, high-performing workplace cultures. Dynamic and engaging, Joseph always leaves audiences with a memorable experience that adds value long after the presentation ends.

Throughout his 25-year career in academia, Joseph has served as vice-president and director at four North American universities. While serving as a professor and coach at Graceland University, Joseph developed the soccer program from the ground up, leading both the men’s and women’s teams to #1 national rankings. He also guided the men’s team to win their first national championship in Graceland’s history — in just five years. In recognition, he was named the National Association of Intercollegiate Athletics’ National Coach of the Year.


Joseph then spent a decade as Director of Athletics at Toronto Metropolitan University (TMU), where he helped lead his department — and the university — to national prominence. Among his many accomplishments at TMU, Joseph spearheaded the landmark $100M renovation of the historic Maple Leaf Gardens; created a culture of belonging, spirit, and pride across the university’s diverse urban campus; and inspired student-athletes to break records in their athletic, academic, and community service accomplishments. Under his leadership, TMU teams won the first provincial and national championships in the university’s history.


In addition to student athletes, Joseph has coached World Champions and Olympians. His TEDx Talk “The Skill of Self-Confidence” has more than 28 million views and Forbes named it one of the “10 Best TED Talks About the Meaning of Life”. Joseph is also the bestselling author of You Got This: Mastering the Skill of Self-Confidence.

Joseph has a BA in physical education and health, a masters in higher education administration, and a PhD in sports psychology. 

Leslie Preston
Managing Director & Senior Economist l TD Economics, TD Bank Group

Leslie Preston has over fifteen years’ experience as an economist, and has been with TD Economics since 2011. In her current role as a Managing Director and Senior Economist, she leads a team of economists to provide economic analysis and forecasts to TD clients and stakeholders. The team delivers on a wide scope of research, covering the U.S., Canadian, and global economies. She regularly speaks about the economic outlook to various internal and external audiences, and provides economic commentary to the media.

Leslie holds a Masters of Arts degree in economics from the University of Toronto and a bachelor’s degree in economics from Queen’s University. 

Karen Proud
President and Adjudicator, Office of the Grocery Sector Code of Conduct

Karen Proud is the President and Adjudicator of the Office of the Grocery Sector Code of Conduct (OGSCC), where she oversees the implementation and enforcement of the Code, ensuring fairness, transparency, and accountability across Canada’s grocery supply chain.

With over 20 years of executive leadership experience, she previously served as President & CEO of Fertilizer Canada, Chief Operating Officer at Food, Health & Consumer Products Canada, President of Consumer Health Products Canada and Vice President of Federal Government Relations at the Retail Council of Canada.

Her expertise in policy development, compliance & enforcement, and stakeholder collaboration was honed during her ten-year tenure at Health Canada, where she led several legislative and regulatory initiatives. A skilled negotiator and spokesperson, she has worked extensively with government, industry, and the media to advocate for fair and competitive markets.

Karen currently serves on the board of Rubicon Organics and is a former board member of the Canola Council of Canada, Nutrients for Life, and the Global Self-Care Federation. She holds a Bachelor of Applied Science in Environmental & Public Health from Toronto Metropolitan University.
 

Sandra Sanderson
Chief Marketing Officer, Empire Company Limited and Sobeys Inc.

Sandra Sanderson is Chief Marketing Officer of Empire Company Limited and Sobeys Inc. She is accountable for brand strategies across a broad portfolio of banners, as well as integrated marketing, the Scene+ loyalty programming, private label marketing, sponsorships, community investments, marketing technology, consumer insights, and Empire’s in-house creative studio.

Ms. Sanderson launched her career in consumer packaged goods at P&G, Kraft, and Coca-Cola and later became the General Manager of Brand Marketing at Canada Post, and Senior Vice President of Marketing at Universal Studios. Transitioning into the retail sector, Ms. Sanderson held the roles of SVP Marketing at Shoppers Drug Mart and Chief Marketing & Quality Officer at Walmart Canada. Her professional journey even extended into the United States, where she served as SVP Marketing at White House Black Market.

Ms. Sanderson currently serves on the boards of both Special Olympics and Scene+. Furthermore, she has played an active role in fostering the marketing community, and has previously served on the Board of Directors for the Canadian Marketing Association and as the Chair of the Retail Council of Canada’s Senior Retail Marketing Committee.

In 2023, she was inducted into the Marketing Hall of Legends and received the CMA’s Marketer of the Year award in 2020. She also received the Marketer of the Year award in 2012 and 2021 for her work at Shoppers Drug Mart and Empire, respectively. Additionally, she was honoured with the Star Women in Grocery Award in 2015.

Ms. Sanderson holds an Honours Business Administration degree from the Ivey Business School at Western University.

Eddie Sheppard
Vice President, Insights, Abacus Data

Eddie brings a rare mix of behavioural science expertise and analytical precision to help clients uncover insights that go beyond the obvious. With a PhD in Social Psychology from the University of Calgary and over 15 years of experience in market research across the country in various sectors – from government and real estate to retail and finance – he specializes in turning complex human behaviour into clear, actionable strategies. Eddie also spent nearly a decade as an Adjunct Assistant Professor at Mount Allison University and the University of Calgary, teaching advanced analytics, research methods, consumer psychology, and interpersonal relations. He brings deep academic grounding together with real-world impact to help clients enhance their decision making. 

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Location Information

Mississauga Convention Centre
75 Derry Road West
Mississauga, ON L5W 1G3

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