Welcome to Cal Poly
Dairy Products Technology Center



Farm to Shelf Success: Sales and Marketing Essentials for Dairy Brands

In the rapidly evolving dairy market of 2024, success requires a blend of time-tested wisdom and cutting-edge strategies. This comprehensive one-day workshop is designed to equip you with practical, actionable insights for navigating today's competitive landscape.

Course Overview

This course cuts through the noise of generic marketing advice to deliver strategies specifically tailored for the dairy industry. You'll learn how to leverage the latest in digital marketing, e-commerce, and consumer behavior while grounding your approach in solid industry fundamentals.

What You'll Gain

By the end of this intensive workshop, you'll have:

  • A clear roadmap for developing an effective marketing and sales plan
  • Insights into succeeding in the current CPG dairy landscape
  • Strategies for leveraging data and AI in your marketing efforts
  • Skills to create engaging social media content for today's consumers
  • Practical tools and techniques you can apply immediately

Course Highlights

  • Real-world case study: Follow an actual dairy product's journey from concept to shelf
  • Hands-on learning: Develop a content strategy and create social media content
  • Expert-led sessions: Benefit from decades of combined industry experience
  • Comprehensive resources: Receive a 10-page activity guide with exercises and templates
  • Industry guest speakers: Gain insights from professionals in key dairy market sectors

Guest Speakers

  • Cheryl Vinnedge: Insights on succeeding in the foodservice sector
  • Chase Pennington: Strategies for farmers market success and direct consumer engagement

Who Should Attend

This course is valuable for:

  • Students aspiring to enter the dairy industry
  • Local farmers looking to expand their market reach
  • Established dairy brands aiming to refresh their marketing approach

Join us at the Cal Poly campus for a day of focused learning and networking. You'll leave with a toolkit of strategies and a network of industry connections to support your growth in the dairy market.

Space is limited to ensure an optimal learning experience. Reserve your spot today.

Your Instructors

Felice Thorpe

With over two decades in the artisanal food industry, Felice brings extensive experience from key positions at O Olive Oil, Point Reyes Farmstead Cheese, and Chefs Warehouse. As the former President of the California Artisan Cheese Guild and a Good Food Awards judge, she offers deep insights into sales, marketing, and distribution. In 2021, Felice launched Felice Foods, working directly with brands to drive growth and innovation.

Meg Faibisch

Meg combines her Cal Poly San Luis Obispo education in Agricultural Business with significant digital marketing expertise. Her experience includes roles as Digital Marketing Manager at Belcampo Meat Co. and consultant for various food startups. Specializing in e-commerce strategies and DTC marketing for CPG brands, Meg has consistently improved customer engagement and driven growth for online food businesses. As the founder of Aioli, an AI consultancy for food businesses, she brings cutting-edge marketing technologies to traditional food industry practices.

Together, Felice and Meg offer a unique blend of established industry knowledge and innovative digital strategies, ensuring you learn from professionals with proven success in navigating real-world challenges.