The main goal for the project is to successfully launch a novel food product utilizing upcycled coffee fruit, engaging with online audiences through digital marketing, and establishing a sales strategy to engage with retail/health stores in Canada.

This will involve several different steps for the learners, including:

- Understanding the properties and benefits of upcycled coffee fruit as a food ingredient.

- Analyzing and understanding the Canadian food market and consumer preferences.

- Developing a marketing strategy to engage online audiences through digital platforms.

- Creating a sales strategy to engage with retail and health stores in Canada.

- Designing and implementing a product launch plan.

By the end of the project, learners should complete the following tasks:

- A comprehensive report on the properties and benefits of upcycled coffee fruit as a food ingredient.

- A digital marketing strategy including content creation, social media engagement, and online advertising.

- A sales strategy targeting retail and health stores in Canada, including distribution and promotion plans.

- A product launch plan outlining key milestones, timelines, and promotional activities.

- An analysis of the Canadian food market and consumer preferences related to innovative food products.

Final deliverables should include:

- All source materials used for research and strategy development.

- A detailed written report explaining the launch plan and strategies.

- A presentation outlining the key findings and recommendations.

1 All company resources for successful completion of the project including access to accounts, data and learning resources

2 Mentorship and guidance from the management team through phone, email and Zoom meetings through weekly/bi-weekly or monthly sessions as required.