» From Recipe to Retail: An Entrepreneur’s Workshop on Strategies for Success in Bringing a Food Product to Market

September 26 -27, 2014
Chapman University

Designed especially for early stage entrepreneurs, this workshop will provide a roadmap on bringing a food product to market.   Participants will learn how to start a food business including developing a winning formulation, finding a manufacturer, negotiating with brokers and distributors, writing an effective business plan, obtaining capital backing, and marketing most effectively to ensure that their product will succeed in the marketplace.

“The single most important thing I did before launching my relish business was to attend the Chapman University workshop. This class gave me all the necessary information  I needed to get up and running. I highly recommend this short course to anybody who is serious about getting into this industry.”

- Jim Brown, owner of Jim Brown’s Relish

  • Agenda
  • Directions and Parking
  • Accommodations
  • Friday, September 26, 2014

    8 a.m. - 8:30 a.m. Registration
    8:30 a.m. - 9 a.m. The Mindset of an Entrepreneur
    9 a.m. - 9:30 a.m. From Recipe to Retail, Success in the Aisle
    9:30  a.m. - 10 a.m. Food Marketplace Trends, Caron Ory, Orange Coast College
    10 a.m. Break
    10:15 a.m. - 11:15 a.m. From Recipe to Formula, Dr. Kathleen Feicht, Asta Research
    11:15 a.m. - noon Keep your Food and Business Safe, Barry Weinstein, B.M. Weinstein & Associates
    Noon - 1 p.m. Lunch
    1 p.m. - 1:45 p.m. Commercial Kitchens and Co-Packers, and Derek Walker, Heidens Foods
    1:45 p.m. - 2:30 p.m. The California Homemade Food Act, Caron Ory, Orange Coast College
    2:30 p.m. Break
    2:45 p.m. - 4 p.m. Claims & Labels: Rules of the Road, Debra Topham, Knowledge Bank
    4 p.m. - 4:30 p.m. Package Design, Laura Missioreck, The Graphic Element
    4:30 - 5:15 p.m. Dialogue with a retail buyer, Dwight Detter, Whole Foods
    5:15 - 6:30 p.m. Networking reception

    Saturday, September 27, 2014

    8:30 a.m. - 10 a.m. Working with Brokers and Distributors, Brand Positioning: Identity and Pricing, Michel Algazi, Food Centricity
    10 - 10:15 a.m Break
    10:15 - 11:45 a.m. Organizing and Funding your Business, Robert Gonsalves, Food Centricity
    11:45 a.m. - 12:45 p.m. Lunch
    12:45 - 1:45 p.m. Launch Your Product, Mike Cancelleri, Positive Energy Beverages
    1:45 - 2:45 p.m. Social media, Dr. Niklas Myhr, Chapman University
    2:45 - 3 p.m. Break
    3 - 4:30 p.m. Growing Your Business, Dr. Carolyn Stephens, Chapman University
    5 p.m. Wrap Up
  • Location

    The workshop will be held in the brand new Launch Labs located on Palm Street.

    Chapman University
    One University Drive
    Chapman University
    Orange, CA 92866

    Campus Map (pdf)

    Travel Information

    Chapman University is in Orange, California, CA 92866. The local airport is Orange County Airport (SNA) which is 11 miles from the university and is a good choice for domestic flights. Convenient shuttle service to Chapman University and hotels in Orange is provided e.g. by supershuttle.com, and taxi service is also available. (An alternative domestic airport is Long Beach Airport LGB, which is 20 miles from Chapman and also has shuttle service to Orange.)

    Los Angeles International Airport (LAX) is 40 miles from Chapman University. There are several shuttle services that provide convenient transportation from LAX to Chapman University and/or the recommended Ayres Inn Hotel in Orange. E.g. advanced booking at shuttletolax.com or supershuttle.com provides even better prices than selecting a shuttle service on arrival.

    For participants who arrive by car, driving directions to Chapman University are found in our interactive campus map.

    From Ayres Inn:

    • Take Chapman Avenue East to traffic circle (Glassell St.)
    • Exit the third exit off the traffic circle (Glassell St. NORTH)
    • Take Glassell St. NORTH to University Drive
    • Turn left on Sycamore Ave.
    • Enter Barerra Parking Structure on left


    Parking permits will be emailed to all registered guests.

    Visitors may park in the Barerra Parking Lot. Be sure to place the permit face-up on your dashboard.

    Parking Map (pdf)

  • Dietary Accommodations

    We are happy to accommodate our guests with vegetarian, vegan, and gluten-free meal options when requested. Please let us know of any dietary restrictions that you have by emailing fostu01@chapman.edu.


    A special conference rate of $99 per night has been arranged for participants of the Food Entrepreneurs Workshop. The conference rate includes complimentary full American breakfast, parking and high speed internet.

    Ayres Inn Orange 
    3737 West Chapman Avenue
    Orange, CA 92868
    (800) 706-4885 or (714) 978-9168

    To reserve a room at the conference rate, please use this Ayres Hotel Reservation site.