Jeff Larson co-founded Concept Food Group in 1994, after spending four years as the VP of Eastern Canadian Sales at Centennial Food Corporation. Concept Food Group outsourced and procured unique food products that were sold under private label to top Canadian retailers. In 1995, Jeff spearheaded the negotiation for sale of CFG to Cott Corporation which rolled into Destination Products International. At DPI, as the Executive Vice President of Sale and Marketing, while setting up and administering DPI's logistics and distribution system, Jeff was able to increase sales from $7 million to over $90 million, at the same time increasing DPI's 1 US customer to over 22 US customers. 6 years ago, Jeff founded Innovative Food Group, where he is able to utilize his previous knowledge and experience in the industry to provide hands on entrepreneurial expertise for a wide variety of clients.