The first break out session for this afternoon will include guest speaker Peter Muhlenfeld, Sales and Marketing Manager from Morinville based Champion Petfoods Ltd.

Peter will discuss the challenges their company went through as their Orijen and ACANA petfood products reached new markets into over 40 countries. Find out how Peter and his team expanded their network and product offerings into these new and exciting markets.

The second break out session will feature two members of Alberta Agriculture and Rural Development’s International Markets Division, Claire Citeau and Damian Coneghan.

Claire is the Trade Development Officer for the United States and she will discuss a current program that is underway involving Alberta based processors and retailers in the mid-Western states and the success they have had this past year.

Damian is Trade Director for the European Union and will discuss an upcoming export market seminar series and other projects that maybe in the works to assist companies looking to export into the European Union.

Damian Coneghan, BA Adv., BA Hon., MA
Trade Director, European Union
International Marketing Division
Ministry of Agriculture and Rural Development

Damian has two undergraduate degrees, a master’s degree in international political economy, and a diploma in international trade. He was awarded several Gold Scholarships for academic excellence. Damian worked in a number of industries as an editor, analyst, and manager prior to joining the International Marketing Division in August 2007 as EU Trade Director. Originally from Regina, Damian has lived in Montreal, Toronto, Tokyo, and Calgary.

Peter Muhlenfeld, Sales and Marketing Manager, Champion Petfoods

As Sales and Marketing Manager at Champion Petfoods, Peter is responsible for overseeing the Company's sales and marketing activities both in Canada and overseas. Along with a small but highly dedicated Sales and Marketing staff, Peter is also responsible for product development at Champion.

After graduating from the University of Alberta with a degree in economics, Peter went on to work in Economic Development for the province of Alberta before spending a few years as a junior member of an Edmonton Management Consulting firm – a valuable experience that enabled Peter to spend a couple of years working in South Korea before returning to Canada in the late 1990s to develop new markets for the newly constructed pet food factory.

Making the most of his international experiences, Peter was soon able to develop export markets for the company and within a few years Champion was exporting pet food to more than 40 countries and export sales accounted for over 60% of total revenues.

In May, 2003 Champion’s export sales came to a crashing halt as Canada’s first case of home-grown BSE was discovered and export markets closed their borders to Canadian pet foods.

Taking on the additional responsibility for domestic sales and markets in 2004, and fresh from the BSE-related border closures, Peter set out to shift the company’s marketing focus away from overseas markets by developing a reputation for Champion’s brands in the Canadian Pet Specialty market.

With a newly minted mission of making “Canada’s Best Pet Foods”, Champion’s sales and marketing team repositioned its ACANA line and in 2006 launched ORIJEN in what is widely viewed as one of Canada’s best pet food introductions. By 2007, the company’s ORIJEN brand had achieved national distribution in Canada and posted the fastest growth of any pet food in its category.

In 2008 the company’s sales are set to quadruple over pre-BSE sales with Canadian sales of ORIJEN and ACANA brands accounting for about 60% of total revenue, and while export sales continue to post strong growth, they account for just over 30% of total sales.

Peter is also a former Chairman of the Food Beverage Canada Association and board member of Albert Food Processors’ Association. He also sits on several advisory boards including the Forum for International Trade Training (FITT) and the Agri-Food Industry Advisory Group.

In 2007 Champion Petfoods was awarded an AAPEX Award for Outstanding Teamwork (Gold Recipient) from Alberta Agriculture and Food, and the company also received the 2007 Alberta Premier’s Award of Excellence (Gold) and the 2007 Growing Alberta Leadership Award for Economic Development. Champion also received the 2007 Ag-Industry Development & Diversification “Friend Award” for their work with Alberta Agriculture and Food.