Questions & Answers

Posted by Daniel Marabotto on 2016-02-03 13:44:00
Title: Delicious Kicks Salsas expansion
Category: Marketing

I've been selling salsas (Delicious Kicks salsas) in Winnipeg for 5 years,sales are getting better and better even though my salsas are more in the high end market, therefore have a higher price than regular salsa brands. My salsas come in 250 ml. glass jars and sells around $7. Now that we can increase our production capacity and we need to expand to other cities, I was thinking to go to Toronto due to the high population and number of stores,but an customer of mine told me that Toronto is a cut throat place, that most of the food is cheaper than here and would have a very rough time selling my salsa. He recommended that I go to Calgary and even BC. I would really appreciate if any / a lot of you could give me some advice on where to go, any kind of comment or contacts. Thank you all, Daniel Marabotto


District Ventures
2016-02-11 13:31:00

Hi Daniel,

Deciding where to expand your business can be challenging, but with market research, together with strategic insight, you can plan and execute business expansion successfully. You will want to analyze a number of factors.

While market size is a consideration, because you offer a product with a higher price point, you may also want to consider which of these cities has the population that is more likely to purchase a premium salsa. Calgary has the highest wages per employee in Canada for the past 20 years – $69,444 per employee and highest personal income per capita at $56,811 (source: Conference Board of Canada 2014). But you’ll also need to consider the recent slow-down of the resource sector, which has impacted employment and wage growth in the region.

Ultimately, it’s about identifying your target market, and understanding where they live.  Once you know that, you can begin to expand into and target those markets. 

At District Ventures, Arlene’s accelerator for consumer packaged goods companies, we work with entrepreneurs to evaluate new markets and give them access to the resources they need to fuel their growth. We specialize in food products, so it may be worth checking us out at

Congratulations on your success, and best wishes as you continue to grow the business.

The District Ventures Team

Daniel Marabotto
2016-02-11 13:55:00
Followup question:

District Ventures.- Thank you very much for your answer.I'll check out your website and contact you today. Daniel Marabotto