From the Ground Up Conference

Wednesday, May 8, 2024

Hastings Room, PNE, Vancouver

8:30am – 1:00pm

Held the day before the trade show, Good to Grow is pleased to offer free entry (1 complimentary ticket per 10ft x 10ft booth) to the annual From the Ground Up Conference as a value-add for exhibitors participating in the From the Ground Up Trade Show.

This interactive conference provides a space for expanded learning as well as networking among peers and industry experts. With new information and ideas, participants build readiness to help them diversify and access new market channel opportunities and ultimately grow their business.

The first half of the conference includes two sessions with presentations by handpicked experts on market readiness and business development topics followed by open Q&A with the audience. The second half features targeted speed networking sessions where participants engage with ten industry experts.

2024 Conference Agenda

Time Agenda
8:00am – 8:30am Check-in & Morning Refreshments
8:30am – 8:45am Welcome & Opening Remarks
8:45am – 9:45am Session 1: Institutional Food Service – Insights from Across the Value Chain

What does it take to enter in to and succeed in the institutional foodservice market? This session, facilitated by the Ministry of Agriculture and Food’s Feed BC program, will illuminate the path to selling to institutional food service through an opportunity to hear directly from key institutional food service decision makers and their supply chain partners:

Each guest speaker will share insights into their organization’s unique requirements and processes, followed by an open question-and-answer discussion period.

9:45am – 10:30am Session 2: Branding that Connects

Learn from Margherita Porrà, founder and creative director of ARITHMETIC, an award winning graphic design and brand strategy studio with 19 years in the food and beverage industry. Margherita is celebrated for her innate talent in synthesizing the unspoken feeling needs of humans, their behaviours, and market data into an aesthetic harmony, which resonates to create change. ARITHMETIC’s proprietary human-centred branding methodology builds brands that connect on a human level, rich with emotion. Margherita’s presentation will culminate in a question-and-answer period.

10:30am – 11:00am Refreshments & Snacks
11:00am – 1:00pm Speed Networking with Industry Experts

10 experts from across the food and beverage industry will rotate throughout the room, spending 10 minutes at each table speaking with the exhibitors. The experts will have questions for the exhibitors, a handout with key takeaways, and participants will have the opportunity to ask questions. Experts include:

1:00pm Close of Conference

Thank You to our 2024 Conference Sponsors


Funding is provided in part by the governments of Canada and British Columbia though the Sustainable Canadian Agricultural Partnership, a federal-provincial-territorial initiative, and in part by the B.C. Ministry of Agriculture and Food’s Feed BC program.



2024 Conference

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2021 Conference

2020 Conference