Donald
Teuma-Castelletti
BRISTOL Nov. 23, 2017
The vice-president and co-founder of a freeze-dried food company was brought to the Coronation Hall last Thursday, where he spoke on building a successful product in the modern age of business.
Put on by the SADC as a part of their focus on agri-business this year, Guy DuBuc spoke to seven people about building his brand, Happy Yak, into more than just another food item on grocery store shelves.
DuBuc ran through many tips on growing a successful brand, highlighting the need to use selective phrasing and innovative marketing, while standing 100 per cent behind the product.
“A spoon in your mouth is worth a million dollars,” said DuBuc.

This means, for him, providing full customer service, from start to finish – and he couldn’t stress that enough for the group. DuBuc provided many instances, from avoiding certain suppliers that provided subpar quality meat to passing off shipping errors as bonuses to customers and winning tasting bets with strangers at conventions, as simple things that may cost a bit, but will pay off in many other ways.
DuBuc also stressed the importance of branding products and applying carefully chosen mission statements, while attaching a lifestyle image to the product. By focusing on simple products and packaging, hiding nothing behind hard-to-pronounce ingredients or smaller serving suggestions, while appealing to an active, outdoors lifestyle, the meals grew in popularity.
Rather than let Happy Yak become another brand on the shelf, undercut to provide the largest profit margin, it was decided that the company would sell their meals solely online.
Soon, the business grew and name recognition came into play, and he was forced to begin working with retailers – but it was on his terms. Though he had set out to stay independent and sell online, he realized that not working with retailers would shut Happy Yak out of a huge portion of the market.
Beyond branding, DuBuc spoke highly to thinking before acting, including examining the business’ core values, the approach to clients (including suppliers, end users and employees), all the potential markets and the competition. He especially stressed the importance of maintaining happy employees by optimizing profits rather than maximizing them. Paying employees a livable wage, he said, will provide greater pride in their work, which leads to them sharing positive feedback with friends and family.
“It’s the same thing with customers,” he said. “One bad experience will spread further than one good story, especially online.”
DuBuc shared his career history with the group, highlighting that he hasn’t just fit into one role his entire life. After managing a Harry Rosen store in Montreal for many years, he drifted into investment advising from 2002 through to 2012. It was in 2012 that he began Happy Yak with his business partner and president of the company, Christine Chénard, starting as an online-only brand.
Brittany Morin, a business advisor from the SADC, said that they brought DuBuc in as a speaker because local clients had shared an interest in exploring the potential for food transformation, rather than traditional food production.
“I think what he brings [to attendees] is looking at your products and selling big,” said Morin, of locals applying his tips to their business.