About Hartley Berg

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Professional Summary

With over 30 years of experience within natural and organic foods, nutritional supplements and other premium products, I bring a deep understanding of business strategy, sales leadership, and brand development. I have successfully navigated complex regional, national, and global markets, fostering meaningful working relationships with retailers, brokers, distributors, and manufacturers. I have a proven track record of managing strategic partnerships with Canada’s leading retailers and driving brand growth in highly competitive markets.

Key Accomplishments

• Sales & Marketing Broker at LeBeau Excel (10 years): Representing hundreds of retail chains and independents across Alberta, B.C. Interior and Vancouver and brand management for over 70 brands. Regional execution for key accounts, such as Sobeys, Real Canadian, Safeway, Save-On Foods, and Federated Coop affiliates, cultivated and strengthened relationships, driving brand visibility and increasing market penetration. Achieved consistent year-over-year sales growth, surpassing national benchmarks. Develop and execute successful brand strategies, generated new accounts, product listings, launches, and marketing campaigns, driving measurable business results.

• Business & Brand Development for BC Ministry of Agriculture (10 years): Representing over 50 natural product manufacturers across British Columbia, delivering tailored business development, strategic planning, and brand development. Created and executed comprehensive business and marketing plans resulted in significant market expansion and growth for clients. Designed and delivered 8 instructional modules on business management and growth strategies, integral resources for industry leaders. Fostered meaningful relationships, helping businesses optimize operations, scale effectively, and enhance their competitive positioning in the market.

• Business Consultant for the Ministry of Economy of Mexico: Tech-BA (5 years): Representing 18 Mexican-based natural food manufacturers on developing comprehensive business planning, marketing, product development and export strategies, facilitating their successful entry into the Canadian and international markets. Provided expert guidance in market analysis, brand positioning, and export compliance, enhancing the global competitiveness of clients. Supported clients in identifying new business opportunities, driving sustainable growth, and expanding their international presence.

NOTE: To view additional key accomplishments, please view the Client section on this website.

Core Strengths

My approach to business has always been focused on meaningful, consistent sales management, brand development and exceptional customer service. I excel in building long-lasting relationships and possess a deep understanding of sales and marketing metrics. I am highly skilled in executing strategic promotions, measuring their results, and driving business growth across all areas of sales, marketing, and business development.

Personal Motivation & Values

I am deeply passionate about promoting health and well-being for people, animals, and the planet. Working within the natural, organic, and premium product sectors, I find joy in contributing to the growth of brands that offer tangible benefits to both the businesses I represent and the end-consumer.

Key Drivers & Motivation
• Passionate about promoting healthy living through good food choices
• Thrive in fast-paced, highly collaborative environments
• Focused on taking new ideas from concept to execution to drive business growth

Character & Abilities
• Strong bias for action with a results-driven mindset
• Able to successfully manage multiple priorities and deliver on key objectives
• Skilled at influencing others while fostering collaboration both internally and externally
• Exceptional communicator who builds meaningful relationships and inspires action

Knowledge & Skills
• Solid background in business development, sales, and marketing
• Proven track record of consistently driving growth and meeting sales targets
• Analytical with a strong command of strategic data analysis
• Excellent communication, relationship-building, and negotiation abilities
• Highly proficient in Microsoft Office and customer data portals

Professional Experience
• Extensive experience in CPG sales roles
• Expertise in sales and key account management, brand management, and business development
• Worked directly with manufactures and major retail national accounts, such as Loblaw and Sobeys
• Specialized experience in natural and organic categories

Core Activities & Responsibilities
• Develop and execute customer plans to achieve business targets
• Unlock market share growth within my assigned portfolio
• Leverage insights to influence customer category strategies
• Manage and execute annual promotional plans, including trade spend budgets
• Ensure flawless product launches, aligning with retailer timelines and guidelines
• Identify and communicate store-level and brand-specific opportunities

Love what you do and do what you love.

– Hartley Berg