Connect Brand Management

What Connect Brand Management does

Connect Brand Management (CBM) is a privately held, family-owned Canadian business management consultancy headquartered in Aurora, Ontario, that specializes in product representation, brand management, and sales for natural and organic CPG brands. Founded in 2006 and led by President & Owner JP Bichay and CFO & Owner Franca Bichay, the firm operates as an outsourced Canadian sales and merchandising arm for international and domestic natural-organic brands that lack the in-country infrastructure to access national retail. CBM delivers a bundled set of services — new product launches, full account management, distributor setup, planogram execution, merchandising, HQ representation, monthly reporting, corporate presentations, and marketing support — through a team that includes directors for mass-market and growth/retail channels, national and provincial key account managers, merchandisers, and a brand & BD function.

The firm represents approximately 27 partner brands spanning gluten-free products (Aidans, Susie's Sans Gluten), specialty foods (Camino, Fody, Forno De Minas, Chiara Cucina, Skotidakis, OG Ghee), beverages (Bone BrewHouse, Clever Mocktails, Nanashake, Vahdam Tea, Sober Carpenter), supplements (Goli Nutrition), snacks (Simply 7, Jack and Annies, Sana, Eatable), pet products (PawPlus), and natural baby/personal care (Naty). Distribution is exclusively Canadian, covering mass, grocery, and specialty/natural retail channels on a coast-to-coast basis. The company does not operate a proprietary technology platform; its offering is delivered through a service-based, relationship-driven model in which account managers, merchandisers, and operations staff execute retail programs on behalf of brand partners.

CBM monetizes through commission-based brand representation agreements and professional services fees, with no public pricing. GTM is top-of-funnel through industry events — most notably CHFA NOW (Toronto 2026, Vancouver 2027) and the UNFI Innovation Showcase 2027 — supplemented by direct outreach to national retail accounts. There are no disclosed funding rounds, no institutional investors, no parent company, and no M&A activity; the firm remains independently owned by the Bichay family and operates with a headcount in the 11–50 range.

Name

Connect Brand Management

Legal name

Connect Brand Management

Website

https://connectbrandmanagement.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Connect Brand Management is a family-owned Canadian consultancy, founded 2006 in Aurora, Ontario, that provides outsourced brand management, sales representation, and merchandising for ~27 natural and organic CPG brands seeking Canadian retail distribution across mass, grocery, and specialty channels.

Ownership category

akta.pro rank

Product category

Brand Management and Sales Representation Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYMPAAAAAC

Brand Campaign & Integrated Communications Agencies

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Advertising Agencies (Full-Service/Creative)

Keywords

• Brand management services
• Sales representation
• Retail account management
• Natural CPG brands
• Merchandising services

Headquarters

HQ city

Aurora

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Brand Management and Sales Representation: Connect Brand Management generates revenue by representing natural and organic brands across Canada, acting as their sales and brand management partner. The company earns commissions or fees for services including retail account management, merchandising, distributor setup, and marketing support. Their revenue model is commission-based representation for the brands they represent in the Canadian market.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Connect Brand Management is a brand management and sales representation firm that represents natural and organic CPG brands across Canada. The company provides end-to-end services including new product launches, full account management, planogram execution, merchandising, distributor setup, HQ representation, corporate presentations, monthly reporting, and marketing support, acting as an in-market extension of each brand partner's team.

Product overview

Connect Brand Management (CBM) is a brand management and sales representation company that serves as a strategic partner for natural and organic brands seeking to enter or expand in the Canadian market. Rather than a unified software product, CBM provides a portfolio of professional services including new product launches, monthly reporting, HQ representation, planogram execution, merchandising, full account management, distributor setup, corporate presentations, and marketing support. The company represents 28 partner brands across various categories including gluten-free products, supplements, beverages (mocktails, tea, non-alcoholic beer), snacks, pet products, and eco-friendly goods. Services are delivered through a team-based approach with specialized roles in key accounts, retail growth, operations, and brand development, operating primarily from Aurora, Ontario.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Management & Sales Representation

Named customers27 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

29 partnerships are on record, tiered core and minor.

• Aidans (Gluten Free)coreChannel Partner/ Reseller/ DistributorAidans is a gluten-free brand represented by Connect Brand Management in the Canadian market. CBM provides sales representation, retail account management, and merchandising support for the brand.
• Bone BrewHousecoreChannel Partner/ Reseller/ DistributorBone BrewHouse is a beverage brand represented by Connect Brand Management in the Canadian market.
• CaminocoreChannel Partner/ Reseller/ DistributorCamino is a brand represented by Connect Brand Management in the Canadian market.
• Chiara CucinacoreChannel Partner/ Reseller/ DistributorChiara Cucina is a pizza brand represented by Connect Brand Management in the Canadian market.
• Clever MocktailscoreChannel Partner/ Reseller/ DistributorClever Mocktails is a non-alcoholic mocktail brand represented by Connect Brand Management in the Canadian market.
• CoppacoreChannel Partner/ Reseller/ DistributorCoppa is a food brand represented by Connect Brand Management in the Canadian market.
• EatablecoreChannel Partner/ Reseller/ DistributorEatable is a food brand represented by Connect Brand Management in the Canadian market.
• Fody FoodscoreChannel Partner/ Reseller/ DistributorFody Foods is a low FODMAP certified food brand represented by Connect Brand Management in the Canadian market.
• Forno De MinascoreChannel Partner/ Reseller/ DistributorForno De Minas is a cheese rolls brand represented by Connect Brand Management in the Canadian market.
• Goli NutritioncoreChannel Partner/ Reseller/ DistributorGoli Nutrition is an apple cider vinegar supplement brand represented by Connect Brand Management in the Canadian market.
• Jack and AnniescoreChannel Partner/ Reseller/ DistributorJack and Annies is a snack brand represented by Connect Brand Management in the Canadian market.
• PawPluscoreChannel Partner/ Reseller/ DistributorPawPlus is a pet products brand represented by Connect Brand Management in the Canadian market.
• Le Pain des FleurscoreChannel Partner/ Reseller/ DistributorLe Pain des Fleurs is a bread brand represented by Connect Brand Management in the Canadian market.
• Marie SharpscoreChannel Partner/ Reseller/ DistributorMarie Sharps is a hot sauce brand represented by Connect Brand Management in the Canadian market.
• NanashakecoreChannel Partner/ Reseller/ DistributorNanashake is a shake brand represented by Connect Brand Management in the Canadian market.
• NatycoreChannel Partner/ Reseller/ DistributorNaty is a natural baby and personal care brand represented by Connect Brand Management in the Canadian market.
• OG Ghee (Vresh Foods)coreChannel Partner/ Reseller/ DistributorOG Ghee by Vresh Foods is a ghee brand represented by Connect Brand Management in the Canadian market.
• Our HomecoreChannel Partner/ Reseller/ DistributorOur Home is a food brand represented by Connect Brand Management in the Canadian market.
• PurelecoreChannel Partner/ Reseller/ DistributorPurele is a plant-based food brand represented by Connect Brand Management in the Canadian market.
• RawesomecoreChannel Partner/ Reseller/ DistributorRawesome is a raw food brand represented by Connect Brand Management in the Canadian market.
• SanacoreChannel Partner/ Reseller/ DistributorSana (Sana's Sweet Life) is a sweet life/snack brand represented by Connect Brand Management in the Canadian market.
• Simply 7 SnackscoreChannel Partner/ Reseller/ DistributorSimply 7 Snacks is a snack brand represented by Connect Brand Management in the Canadian market.
• SkotidakiscoreChannel Partner/ Reseller/ DistributorSkotidakis is a Greek food brand represented by Connect Brand Management in the Canadian market.
• Sober CarpentercoreChannel Partner/ Reseller/ DistributorSober Carpenter is a non-alcoholic beer brand represented by Connect Brand Management in the Canadian market.
• Susie's Sans GlutencoreChannel Partner/ Reseller/ DistributorSusie's Sans Gluten is a gluten-free brand represented by Connect Brand Management in the Canadian market.
• The Cultured Coconut (TCC)coreChannel Partner/ Reseller/ DistributorThe Cultured Coconut (TCC) is a coconut-based food brand represented by Connect Brand Management in the Canadian market.
• Vahdam TeacoreChannel Partner/ Reseller/ DistributorVahdam Tea is a tea brand represented by Connect Brand Management in the Canadian market.
• CHFA (Canadian Health Food Association)coreStrategic or Co-development PartnerConnect Brand Management participates in CHFA NOW events, the premier natural and organic health food trade show in Canada, to connect brand partners with retail buyers.
• UNFIminorStrategic or Co-development PartnerConnect Brand Management participates in the UNFI Innovation Showcase, connecting brand partners with UNFI distribution opportunities in Canada.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Others

• UNFI: Largest natural products distributor in North America and a confirmed CBM partner (UNFI Innovation Showcase); ecosystem participant that helps natural brands reach retail alongside CBM's sales representation services.
• KeHE Distributors: Major North American natural and specialty products distributor that connects brands to retail; sits adjacent to CBM in the value chain (distribution vs. sales representation) and serves many of the same natural and organic brands CBM represents.

Broad incumbents

• Daymon Worldwide: Sales and marketing agency focused on helping brands grow in retail, with strong private-label and emerging-brand capabilities — overlaps with CBM's mission of bringing emerging natural brands to retail through outsourced sales representation.
• Acosta: North American sales and marketing agency serving CPG brands with retail execution, category management, and marketing services — directly comparable business model to CBM but at substantially larger scale and broader category coverage.
• Crossmark: Retail services provider offering sales, merchandising, and marketing solutions to brands and retailers across North America — same core value proposition as CBM (in-market brand representation) but at far greater portfolio scale.
• The Mars Agency: Retail marketing agency providing connected commerce solutions including in-store execution, shopper marketing, and retail media to CPG brands — comparable full-service retail execution capabilities but at national/international scope.
• Advantage Solutions: One of North America's largest retail sales and marketing agencies, providing sales, merchandising, and category management to CPG brands across mass, grocery, and specialty channels — overlapping service lines with CBM at significantly greater scale and geographic breadth.

Direct peers

• Brand Momentum: Canadian brand activation and shopper marketing agency that represents brands in the Canadian market through retail execution, merchandising, and marketing services — directly comparable in size, geography, and service offering to Connect Brand Management.

Regional players

• Purity Life Health Products: Canadian natural health products distributor serving the Canadian market with complementary distribution and brand representation services for natural health and wellness brands — operates in the same Canadian natural products value chain as CBM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/connectbrandma1
• Facebookfacebook.com/ConnectBrandManagement

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Connect Brand Management