Cedar Valley Selections is a family-owned manufacturing company based in Windsor, Ontario, known for its authentic fattoush salad dressing and pita chips. Founded by Ameen Fadel, at the age of 16 in Lakeshore, Ontario, Cedar Valley began with the creation of Canada’s first bottled Fattoush salad dressing. With a small grant from Ameen’s school board and his mom’s signature recipe, he had all he needed to begin his venture. Fast forward to 2022, Cedar Valley’s line of salad dressings and pita chips are sold in major retailers across Canada such as Sobeys, Whole Foods Market, and Amazon. Today, the company has rapidly grown to distribute products to over 1,200 stores across Canada.
Project Summary
Cedar Valley Selections partnered with Fanshawe’s Centre for Research and Innovation (CRI) to enhance production capabilities, optimize efficiency and develop a strategic pricing plan to support its expanding market presence.
The Challenge
As Cedar Valley Selections experienced a surge in demand for its products, particularly after gaining shelf space in major retailers like Sobey’s and Whole Foods, the company faced significant pressure to scale up its production. Moving into a 5,000-square-foot facility and automating some packaging and labeling processes was not enough to keep pace with market demands. The Fadels needed expert guidance to improve production flow, increase efficiencies, reduce labor costs and refine their pricing strategy to sustain growth and profitability.
Working with someone with experience and understanding in the consumer-packaged goods industry was invaluable.
The Solution
Fanshawe’s Centre for Research and Innovation (CRI) provided Cedar Valley Selections with targeted advice and support over three months. CRI advisors conducted process mapping and capacity assessments, identifying key areas where production flow could be improved. These recommendations enabled Cedar Valley to streamline operations and enhance efficiency, leading to reduced labour costs. Additionally, an analysis of the cost of goods sold and profit margins facilitated a more effective pricing strategy, strengthening the company's negotiation position with suppliers. This collaboration not only improved operational capabilities but also positioned Cedar Valley for further expansion. By the end of 2023, Cedar Valley Selections added Costco to its list of customers, planned a move to a 12,000-square-foot facility, and gained national recognition by appearing on CBC’s Dragons’ Den. Surria Fadel praised CRI’s assistance, highlighting the value of working with experienced professionals in the consumer-packaged goods industry.
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