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

Please visit our 'What's New' page for news and announcements

A Message From Our President: 

It has been a 'once-in-a-hundred' years time the past 8 months. The planet came to a grinding halt to protect every single living being on March 11, 2020. The #1 priority was to keep everyone SAFE. As a planet we listened, stopped and adjusted our day to day, hour to hour routines and behaviors to ensure this #1 priority was maintained and sustainable. 

As I update this message on October 22, 2020, together we are pushing through the expected second Covid-19 surge with many regions shifting back to a modified Stage 2 lockdown to help get the curve flattened. Once again, the key components remain to keep the numbers down are: wear a mask, wash your hands, maintain social/physical distancing. These are MUST DO' exceptions

Schools are now in full operation - modified to accommodate a variety of family and front line-worker needs. A big thank you with deep gratitude to every single front line worker on the planet right now - you are true hero's. 

I want to continue to thank EVERY single person on this planet for continuing to do the right thing, mitigating the inherent risks a global pandemic can pose. As for the environment we continue to give it a much needed break. Ultimately, Mother Nature rules - not the people or the politicians - we must listened to the greater spirits that guide this planet and gave it the utmost depth of our respect day in and day out. 

As Bruce Springsteen says, "At the end of every hard day, people find some reason to believe".



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. 

To learn more about Toby’s career click here.


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.

Jessica Waters

B to B Sales Support Guru 

(Food Broker, Distributor, Retailer Insights)

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Jessica Waters is truly following in her father’s footsteps…who doesn’t know "Truckload" Tony Waters??  Jessica was born to…run her family’s food brokerage business. In 2003 Jessica officially started in a management   role at Tony Waters Agencies (TWA Inc.) and proudly took over the full direction of the company in the role as President in 2011. TWA  Inc. is a Canadian owned, family owned full-service national food brokerage firm with a specialization in the health and wellness sector of the retail food and beverage industry. Jessica is based in beautiful British Columbia adding that critical innovation-centric ‘west-coast vibe’ to Concept to Shelf’s team. How did we meet, well, that’s a long story…a Cookin’ Greens story – East meets West!

Concept To Shelf and TWA are aligned in their commitment to the food industry and a mutual desire to positively impact health oriented food brands and the over-arching landscape of consumption ‘values’ in Canada. Under Jessica’s management, TWA Inc. and her team have continued to build unprecedented growth in sales, expanding the company’s position and product assortment with careful consideration. In partnership with its vendors, TWA Inc. builds bridges between brands, distributors, and retailers across Canada in all classes of trade and a variety of channels. Since 1991, TWA  Inc. has successfully launched category leaders and countless brands by building mutually beneficial long-term relationships that have specifically impacted the Natural and Organic sector of the food industry. Backed by her wonderful team, Jessica is taking over the world one product at a time. Now, with this background, don’t you think she can help YOU sell more product?

Concept To Shelf is proud to have Jessica Waters on board to provide its client's with another ‘pillar-of-knowledge’ directly linked to...sales!

Just have a quick question? No problem... simply book your Express Consult today (*Select “B to B Sales Support” E-calendar) or email us at and let us know what’s on your mind and we will respond as quickly as possible. We will review your specific needs (and budget) and in turn provide a customized quotation for your consideration.

Frank Newman, C.H.R.L. 

Human Resources Specialist 

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Your people make all the difference!  Frank, a Certified Human Resources Leader, has been helping businesses get the best results from their people for over 40 years. His practical, no-nonsense approach and coaching focus has enabled owners and managers to solve their most complex and difficult people issues.  Whether it’s a start-up business or a well-established organization, he develops people solutions that are legally compliant and sensitive to your business culture. He helps clients with staffing issues, recruitment, HR policies and practices, performance management, compensation and benefits as well as sensitive issues such as harassment and conflict resolution disputes.  His clients say that he puts the “Human” back into Human Resources.

Our shared goal is to create a great working environment where your team are fully engaged and committed to your success – and love their jobs while having fun too!  Concept To Shelf is proud to have Frank Newman on board to provide its client's with another ‘pillar-of-knowledge’ directly linked to…people! 

Just have a quick HR question?

No problem... simply book your Express Consult today (*Select“HR Support” E-calendar) or email us at and let us know what’s on your mind and we will respond as quickly as possible. We will review your specific needs (and budget) and in turn provide a customized quotation for your consideration.

Mike Feraco

Photographer, Videographer,

Graphic Designer, JOAT

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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.