Year-Long Competition Gives OAC Student Hands-On Experience in Agri-Food Marketing

There’s no better way to learn business than by putting it into practice.

In U of G’s Food and Agricultural Business (BComm-FAB) major, students gain a unique blend of business training from the Lang School of Business and Economics as well as agri-food expertise from the Ontario Agricultural College - brought to life through hands-on learning experiences.

For FAB student, Sophia Trothen, one of those experiences came through her involvement with the Canadian Agri-Marketing Association (CAMA), a student competition that challenges teams to develop and pitch innovative agri-food products.

“Our team works together to pitch a new consumer or producer-facing food product that is not on the market yet,” says Sophia. “The product we create must also support Canadian agriculture by providing a clear producer benefit.”

As part of the year-long entrepreneurial-focused competition, Sophia and her teammates travelling across North America to pitch, refine and present their product idea. Their team had great feedback from CAMA’s judging panel, placing 1st in Canada for the Student Marketing Case Competition.

Her team’s created a new food product, called “NORRA,” a gummy supplement, made from haskap berries grown in Canada’s cold climate. It’s exactly the kind of idea that blends science, business strategy and consumer insight.

“Two NORRA gummies have the same amount of antioxidants as half a pint of blueberries and provides anti-inflammatory benefits to support muscle and joint pain and cognitive health,” says Sophia.

The team also had the opportunity to pitch NORRA at the National Agri-Marketing Association (NAMA) competition in St. Louis.

“CAMA helped refine my organization, teamwork, and public speaking skills,” says Sophia. “As someone without an agriculture background, it was also a great way to learn more about the industry from students and our faculty advisor, Mike Von Massow.”

For Sophia, CAMA also helped clarify her career goals.

“Through CAMA, I’ve learned so much about what goes into a strong marketing plan,” she says. “I really enjoy the planning and development of our product and coming up with creative marketing initiatives. I hope to work in agri-food marketing one day promoting new unique food products.”

Beyond the competition itself, the experience built lasting memories.

“The best part of CAMA is travelling to compete with our team,” says Sophia. “It’s amazing to see how far we come from our initial product idea to the final presentation.”

For students considering their next step, her story shows how programs like the Food and Agricultural Business major can turn that curiosity into a meaningful career in one of the world’s most essential industries.

“As someone who grew up in Toronto, I’ve always been interested in where my food comes from,” says Sophia. “When I toured U of G in Grade 12, I fell in love with the campus—and after talking to a FAB student, I was sold!