From craft beer to artisanal products, more and more companies are taking a niche approach to business.

Understanding this business model will be at the centre of a panel discussion held at Brock University next week.

Business Matters: Crafting the Brand, being held Wednesday, April 10, is the fifth in a series of panel talks organized by Brock’s Goodman School of Business. Previous Business Matters discussions have focused on women in business, the music industry, corporate social responsibility and innovation.

This year’s panelists will look at what it means to follow a craft or artisanal approach to business, and why it has become a successful business model. They will also discuss the role that factors such as authenticity play.

Panelists will draw on their extensive experience operating their own craft businesses in the food and beverage industry. The event will be moderated by Todd Green, Associate Professor of Marketing at Goodman.

Panelists include:

• Conrad Davies, General Manager at Breakwall Brewing Company
• Geoff Dillon, President of Dillon’s Small Batch Distillers
• Tamara Jensen, Brand Strategist for Form & Affect and proprietor of Dispatch restaurant
• Nadia Senchuk, Co-founder of Leaning Post Wines

This marks the first time Goodman is able to host Business Matters in its own facilities, with the recent completion of the new Goodman School of Business building. The School is excited to welcome the community to Goodman, said Dean Andrew Gaudes.

“The topic is exciting given our region,” he said. “We are having a conversation that is relevant and authentic to who we are and where we are located in the heart of Niagara.”

This is a free community event, however space is limited and people are requested to register online.

Business Matters: Crafting the Brand is supported by the Wilmot Foundation and is part of the D.G. Wilmot leader series.

What: Business Matters presents: Crafting the Brand panel discussion

Who: Panelists and craft business operators Conrad Davies, Geoff Dillon, Tamara Jensen and Nadia Senchuk

When: Wednesday, April 10 from 7 to 8:30 p.m.

Where: Goodman School of Business Atrium, Brock University