Our Company




Our name says it all: from concept to shelf, we provide best-in-class food technology services to support your business’ innovation and growth.


Since 2004, we’ve been guiding small- to medium-sized food brands through all stages of developing, launching, selling, and scaling their products.

It’s easy to get overwhelmed by the multitude of steps involved in creating a saleable product that is safe, compliant, and profitable. We can guide you through all that.

Whether you need help filling in knowledge gaps, or whether you’re simply too busy to handle all the moving pieces on your own, Concept To Shelf is here for you and your team – we’re just an email, phone call, or text away.

Our knowledge, competence, and 25+ years of combined industry experience are what make us the go-to experts for launching food products in North America. We are laser-focused on delivering the highest quality services at unbeatable rates. Concept To Shelf’s reputation as a leader in the food tech industry is founded on our team’s reliability and the consistent results we deliver when it comes to advising our clients and handling any challenges they encounter.

We implement our values of hard work, collaboration, and creative problem-solving to help you achieve your goals. We also work with a number of reputable partners to ensure that your product’s evolution is seamless and straightforward.

Concept to Shelf has a proven track record. In 2009, we demonstrated the breadth of our applicable skills by launching our very own brand of frozen foods into the Canadian market. Cookin' Greens carries a full range of first-to-market flash frozen dark leafy greens, and it's a brand that continues to thrive nationally.

The successful realization of this frozen product concept earned Toby the prized title of "Product Innovator of the Year" by Food In Canada in 2010.



Not hitting your above-the-line targeted profit margins? Formula too expensive? Looking for innovative cost-saving opportunities? 

We will help your bottom-line!


New formula not hitting your desired sensory targets? Looking for a ‘fresher; more authentic’ flavour profile?

We will make it taste better!


Getting complaints from customers about your lengthy ingredient list? Need to clean up your ingredient list?

We will help you shorten it!


Want to know what your competitors are really up to? Need help executing a competitive evaluation or sensory cutting session?

We will plan it for you!


Need help wowing a customer with an innovative presentation?

We will help you plan and execute a high-five-worthy presentation!


CFIA is scary – right? Doesn’t have to be.

We will assist with collecting and organizing documentation from internal and external groups that will meet CFIA standards!


Too many balls in the air? Projects getting ‘stuck’? Missing deadlines? It’s all about process!

We will create an efficient and scalable process with you!


Toby Davidson

Founder & General Manager

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Toby is a true foodie entrepreneur. From a young age, she was primed for a successful career in the food industry thanks to her family's deep roots in the Canadian retail grocery industry. Equipped with a business degree from Ryerson University, she spent the first 10 years of her career climbing up the ranks at Loblaw Companies to the position of Product Manager. 

By 2003, she needed a new challenge for herself, and that's when she took the leap into entrepreneurialism and founded Concept to Shelf.


Toby thrives on finding solutions where others get stuck. She has a remarkable talent for generating ideas and developing strategies that are grounded in her profound understanding of consumer preferences. Her passion centres around innovation; conceptualizing new product ideas that translate into multi-million-dollar sustainable CPG products. 

Gaby Marroccoli

Senior Food Scientist

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Gaby is a creative and passionate scientist. With a Bachelor of Science in Food and Nutrition, she began her career developing products for retail companies such as Costco, Loblaws, Walmart, and many others.

After crossing paths with Toby at events and on overlapping projects for many years, Gaby decided to leave the corporate world and join the Concept to Shelf team in 2019. Today, her vision for strategic product development is fundamental to the success of the products she helps to create.

Gaby's technical expertise is unparalleled in the industry. Balancing novel experimentation with regulation and compliance, she excels in analytical thinking and building positive consumer experiences through the products she works on. She thrives on innovating in the field of food science and technology.

Mike Feraco

Production Artist

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Mike joined Concept to Shelf in 2001. He is the ‘go-to-guy’ for a variety of creative professional services including graphic design, production design, photography, and videography. 

Mike was a key pillar in the development of the Cookin’ Greens brand. He has won many awards for his photography and videography.

Natalie Maurice

In-Store Demo Brand Ambassador & Customer Service Liaison

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Natalie joined Concept to Shelf in 2009 when she met Toby at a live Cookin’ Greens in-store demo. A passion for health and wellness, Natalie holds a Certificate in Holistic Nutrition from The Institute of Holistic Nutrition, 10+ years experience as a knowledgeable and energetic in-store brand ambassador for Cookin’ Greens and a variety of other emerging food brands. In addition to her in-store activation responsibilities, Natalie provides valuable marketing and customer service support.