Canadian Grocer June/July 2024

STAR WOMEN in grocery

Senior Vice President, Human Resources

MELANIE LEBEL

CONGRATULATIONS MELANIE!

Danone Canada is proud to recognize Melanie’s dedication. She leads with heart and truly champions our values and leadership behaviours at Danone. She has played a key role in building our purpose-driven culture, leading tangible actions in engagement and DE&I and overall making Danone Canada a great place to work where people strive to make an impact!

A sincere congratulations to all the winners and nominees for your contributions to our industry!

Departments

our exceptional Star Women in Grocery winners

years later, Summerhill Market is still going strong

7 Front Desk 9 The Buzz 83 New on Shelf PEOPLE

12 Family affair How three siblings broke into the plant-based meal business

IDEAS

15 Online shoppers give new tech a pass A new study looks at what Canadians want (and don’t want) from their e-commerce experience

17 Global Grocery News and ideas from the world of food retail

19 Shelving self-checkout Why grocers are abandoning this in-store tech

COLUMNS

21 Wired for distracted eating Ipsos’s Jenny Thompson examines the snacking patterns of the connected generation

FRESH

73 Make your produce pop! How to get fruit and veggie sales blooming

AISLES

75 Drink it in! The beverage landscape is poppin’ with activity, but could it burst?

79 Hungry for innovation The need for more interesting halal products is real

81 Jackfruit: Four things to know It’s more than a meat alternative!

EXPRESS LANE

84 On guard Advisor Sumit Bhatia on how to deal with cyberattacks

Our annual Star Women issue. Photography by Mike Ford, hair and makeup by Vanessa Baudner

BRAND MANAGEMENT

SVP, GROCERY & CONVENIENCE CANADA Sandra Parente (416) 271-4706 - sparente@ensembleiq.com

PUBLISHER Vanessa Peters vpeters@ensembleiq.com

EDITORIAL

EDITOR-IN-CHIEF Shellee Fitzgerald sfitzgerald@ensembleiq.com

MANAGING EDITOR Kristin Laird klaird@ensembleiq.com

DIGITAL EDITOR Jillian Morgan jmorgan@ensembleiq.com

ADVERTISING SALES & BUSINESS

NATIONAL ACCOUNT MANAGER Katherine Frederick (647) 287-3714 - kfrederick@ensembleiq.com

ACCOUNT MANAGER Karishma Rajani (437) 225-1385 - krajani@ensembleiq.com

SALES CO-ORDINATOR Juan Chacon jchacon@ensembleiq.com

DESIGN/PRODUCTION/MARKETING

CREATIVE DIRECTOR Nancy Peterman npeterman@ensembleiq.com

ART DIRECTOR Jackie Shipley jshipley@ensembleiq.com

SENIOR PRODUCTION DIRECTOR Michael Kimpton mkimpton@ensembleiq.com

MARKETING MANAGER Jakob Wodnicki jwodnicki@ensembleiq.com

EDITORIAL ADVISORY BOARD

BONNIE BIROLLO SOBEYS; RAY HEPWORTH , METRO; KEN KEELOR , CALGARY CO-OP; BRENDA KIRK PATTISON FOOD GROUP; CHRISTY MCMULLEN SUMMERHILL MARKET; GIANCARLO TRIMARCHI VINCE’S MARKET

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MAKING THEIR MARK

For weeks now, I’ve had the privilege of learning about some of the Canadian grocery industry’s most impressive women, whether in person, through email exchanges or through the interviews we’ve compiled for this issue.

These women, our 2024 Star Women in Grocery winners, touch all parts of the business from supply chain, store ops, plant management, HR, marketing, sales—you name it. Day in and day out, they’re contributing to the industry in countless ways. Not only are they helping their organizations thrive and grow, but they’re also paying it forward and supporting their colleagues through mentorship and coaching, as well as their communities through volunteer work and pitching in to help those in need when things like forest fires and floods wreak havoc. Undeniably, the grocery industry is better for their efforts.

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Of course, it’s important to note that this year’s winners are achieving their success amid real workforce challenges. The most recent research on women in the workplace, from the likes of McKinsey and Deloitte, finds that working women continue to grapple with things like representation, wage gaps, stress, flexible work arrangements, work/life balance and household responsibilities.

Against this reality, we couldn’t be more thrilled to shine a light on the remarkable women in this industry with

our 13th edition of the Star Women in Grocery Awards. This year, from a record number of nominations, 60 women were selected as winners across three categories. Starting on page 27, you can read all about their proudest moments, important career lessons, why they love the grocery business, and plenty of fun facts, too.

We invite you to join us in cheering on this year’s winners when we celebrate them at the Star Women in Grocery Awards ceremony in Toronto on Sept. 26. (For info and tickets visit starwomen.ca.) We hope to see you there! CG

Behind the scenes as we prepared for our Star Women cover shoot

Congratulations to the 2024 Star Women!

Thank you for the leadership, passion and vision you bring to the Canadian Grocery and Retail Industry.

The Buzz

Clockwise from left: No Frills introduces a small-format concept in downtown Toronto, Pattison Food Group transitions more Buy-Low Foods banners to Save-On-Foods, Longo’s opens in Mississauga’s Meadowvale neighbourhood and Eataly continues to grow in Toronto

The latest news in the grocery

Loblaw’s discount chain NO FRILLS opened its first small-format store (15,000 square feet) in downtown Toronto at the corner of King and Shaw, offering what the banner says is a “great selection of grocery, full produce and meat” as well as locally sourced products to “meet the preferences of the community.”

PATTISON FOOD GROUP has converted Buy-Low Foods locations in Langdon and Didsbury, Alta. as well as its store in Vancouver’s Kingsgate Mall to its Save-On-Foods banner. The grocery company has transitioned several of its food retail stores in recent months to the Save-On banner, including stores in Blackfalds and Athabasca, Alta. and Warman and Tisdale, Sask.

Ontario grocer LONGO’S has opened its 39th location—it’s fifth store in Mississauga. Located in the city’s Meadowvale neighbourhood, the new store offers a selection of fresh produce and meat, sustainably sourced seafood, a market-style bakery and deli, Starbucks, ready-to-go meals and a sushi and poke bar.

T&T SUPERMARKET is opening a new store in Burnaby, B.C. next summer at Gilmore Place. At 55,000 square feet, the new store will feature produce, live seafood, an on-site bakery and in-store prepared foods, and will serve up street foods such as popcorn chicken, sticky rice wraps and Chinese crepes. The Loblawowned Asian grocery chain has also announced it has secured a space to open its second store in Washington state.

CALGARY CO-OP has broken ground on a retail complex in Cochrane, Alta., just outside of Calgary, that spans six acres. Once completed, in summer 2025, the site will house a 41,000-sq.-ft. food store and other Calgary Co-op retail offerings, including a Wine Spirits Beer store, a Cannabis location, a gas station, car wash and convenience store.

A new EATALY is coming to downtown Toronto. The Italian marketplace is moving into a space previously occupied by Nordstrom in the CF Toronto Eaton Centre in the city’s downtown core next year. Meanwhile, Eataly recently opened its third Toronto location at CF Shops at Don Mills. Spanning nearly 10,000 square feet, it features a restaurant, quick-service counters as well as a retail footprint with a range of local products.

HEALTHY PLANET has opened a new store at Cedarbrae Mall in Scarborough, Ont., replacing a location that was just across the street. The retailer says the new, spacious layout offers a greater selection of products, including fresh organic produce, natural grocery items, dietary supplements, sports nutrition and more.

OPENINGS

PEOPLE

Saputo has announced a transition plan for its current president and CEO Lino Saputo. Saputo will move into the role of executive chair of the board on Aug. 9, the day of the Montreal-based dairy processor’s annual general meeting. Carl Colizza, the company’s current president and chief operating officer for North America, will step into the CEO role.

Following what High Liner Foods calls “an extensive global search,” the Nova Scotia-based company has appointed Darryl Bergman as chief financial officer, effective July 22. Bergman brings more than 25 years of executive-level financial experience to the role. He most recently served as chief financial officer of Clearwater Seafoods.

Lactalis Canada has appointed Aamir Asgarali as its vice-president of ingredients and exports (I & E). Asgarali joined Lactalis in 2016 and previously served as its director, commercial and trade. After an extended transition plan, Asgarali will replace Janice Cox, who plans to retire in summer 2025 after 30 years at the company.

Tim Lute has been named vice-president of customer and commercial leadership organization at Conagra Brands Canada. Most recently, Lute led the company’s commercial strategy, insights and transformation team. Prior to joining Conagra in 2022, Lute held executive roles at Sapsucker and Coca-Cola Canada.

Eric Bentz, executive vice-president of global marketing at Jamieson Wellness, is adding managing director for Canada to his existing role. In addition to his current global marketing leadership responsibilities, Bentz will now manage Jamieson’s business in Canada.

The Canadian Health Food Association has hired Scott Sulz as director of business development. He brings more than 25 years of experience in natural and organic retail and distribution sales to the role. Previously, Sulz spent 14 years at UNFI, followed by stints at CCW, Left Coast Naturals and, most recently, Chocxo Chocolatier.

GENERATION NEXTCALL FOR NOMINATIONS

We want to hear about the grocery industry’s rising stars! If you know someone working in grocery (retailer, distributor or supplier) under the age of 40 who is innovative, excels at what they do and is showing a commitment to the grocery industry, nominate them for the 2024 Generation Next Awards. If you’re that awesome, you can nominate yourself, too! Winners will be featured at our GroceryConnex event in November and in Canadian Grocer’s December/January issue. Nominations close Sept. 13.

AWARDS/RECOGNITION

The Food Association of Canada has announced that Eileen MacDonald, CEO and president, GS1 Canada; John Pigott, CEO, Club Coffee and Morrison Lamothe; and Karl Vokey, senior vice-president, national sourcing and own brands (retired), Sobeys are the recipients of the 2024 Golden Pencil Award. Presented since 1957, the Golden Pencil Award recognizes individuals who have made a significant and worthwhile contribution to improving the Canadian food industry as well as their communities. MacDonald, Pigott and Vokey will be presented with their awards at the Golden Pencil Awards ceremony, part of Canadian Grocer’s GroceryConnex conference in Toronto on November 25.

As part of its recent STORE 2024 Conference, the Retail Council of Canada revealed the winners of its Excellence in Retailing Awards during a gala held in Toronto in late May. Winners from the grocery industry include: Metro (e-commerce experience); Walmart Canada (health, safety and wellness); Farm Boy (in-store experience and design); and Pattison Food Group (retail marketing).

Tim Lute

Scott Sulz

Aamir Asgarali

Lino Saputo

Eric Bentz

Eileen MacDonald

John Pigott

Karl Vokey

People

FAMILY AFFAIR

They couldn’t find Asian-inspired meals that were plant-based, so these three siblings created their own

By Andrea Yu • Photography by Tanya Goehring

L to R: Hanaca Yamada, Mayumi Bae, Tak Yamada

In 2015 , siblings Mayumi Bae, Tak Yamada and Hanaca Yamada lost their father to Alzheimer’s disease. That difficult experience caused them to rethink their relationship with food. “We revisited the way we feed our bodies and our families,” Mayumi explains. Mayumi experimented with going vegan, but found flavourful food options were slim. “I couldn’t find tasty Asian-inspired meals that were plantbased anywhere in Vancouver at that time,” she says.

That’s when Mayumi—a die-hard foodie with a background in sales, marketing, food and hospitality—came up with the idea of starting a café in North Vancouver that would serve ramen, rice bowls, mochi cakes and other Asian-inspired dishes. Mayumi, at the time a stayat-home mother and carer for her father until he passed, shared the café idea with her siblings, who joined her in the venture. While Mayumi went in full time, her two siblings worked part time, keeping their main gigs: Tak as a high school teacher and Hanaca as a flight attendant.

They named their new restaurant The Workshop Vegetarian Café, and it was an instant success. “We quickly developed an amazing customer base,” Mayumi recalls. By 2017, Tak quit his job to go all-in on the café with Mayumi. In the summer of 2019, the siblings made their first foray into consumer packaged goods, encouraged by requests from customers who wanted to enjoy the café’s meals at home. “We just took our recipes and started packaging them frozen,” Mayumi explains, adding that they first sold the packaged meals at the café.

Not long after, a buyer from a nearby Stong’s Market (Northwoods location) asked to stock their frozen products: four broths (spicy tan, carrot-ginger, udon and potato-leek), plus two organic noodles: ramen and udon. Despite their no-frills packaging, the meals sold well and more stores came on board.

When COVID hit, Hanaca stopped working as a flight attendant and started working in the café full time, helping to grow the packaged meal-kit business even further. Shortly afterwards, seeing the potential for increased demand, the siblings built a production facility next to their café, which helped them scale up their business. They also branded their products as The Plant Based Workshop, while upgrading their packaging, too.

The new packaging and production space gave The Plant Based Workshop significant room to grow. By the end of 2021, the siblings’ products were sold in close to 100 independent stores in the Vancouver area. In 2022, they partnered with a distribution company to increase their reach even further. That led to two significant milestones: their first buyer out-of-province: Spud in Alberta, plus their first major grocer: six Whole Foods Market stores in British Columbia. “Whole Foods was huge,” Mayumi recalls. “It’s somewhere that I’ve been shopping for a good part of my life, so to see it on shelf was a really proud moment.”

Last year, the trio expanded their business further east, landing in 24 Fortinos stores in Ontario. They also launched into foodservice, selling their products at universities such as The University of British Columbia (UBC), Simon Fraser University and British Columbia Institute of Technology. In 2023, the siblings also began working on a new shelf-stable product line called Noods, a plant-based ramen kit that included dehydrated noodles and a concentrated liquid broth. Noods would be made with no preservatives or MSG and could be cooked in four minutes. “When we first approached this project, many mentioned that this couldn’t be accomplished,” Tak says. The team did extensive research and partnered with UBC to use a dehydration technology, resulting in a slurp-able, restaurant-quality noodle texture.

Their shelf-stable noodles and broth bases, plus chocolate and matcha mochi cake mixes, launched in early 2024. “They’re bouncy, cushiony and chewy,” Mayumi says of the mochi cakes. The Plant Based Workshop will continue to push out its shelf-stable line this year, using store demos led by Hanaca. “When [customers] take that first sip of our ramen and broth, they’re usually like: ‘Wow, I would have never expected this to be plant-based.’ It’s a really proud moment for me,” Hanaca says.

The siblings also have their sights set on the export market and plan to continue growing their foodservice arm, too. Looking back, Mayumi thinks her father would be honoured to see how he inspired his children to start a successful operation. “To have an opportunity to be in business with family, seeing how much closer it brought us together, I think he would be super proud of us.” CG

30 seconds with …

HANACA, TAK AND MAYUMI OF THE PLANT BASED WORKSHOP

What do you like best about your job?

MAYUMI: I love the passion that exudes in the food industry. Everybody is so passionate about what they do and what they’re creating.

TAK: The growth. In starting up the café, I learned how to do plumbing, electrical work, accounting and bookkeeping. Every day requires you to do something different.

What has been your best day in the business?

HANACA: The best days are when I get great feedback from people who have tasted our products and I get them to purchase our products with their hard-earned dollars.

What about your worst day in the business?

MAYUMI: Getting “noes” from retailers or customers, in general, can be crushing. I’ve definitely learned valuable lessons about resilience, problem-solving and the importance of perseverance in the face of adversity.

What are your favourite products from the lineup?

TAK: For me, it’s the frozen potatoleek broth. My daughters love it so much. When I make it for them, they’re like: “Daddy, you’re the best chef ever!”. But, they don’t know it’s from the store.

What do you like to do in your spare time?

MAYUMI: I love trail running as a stress release. I love hiking with Marty, my husband, and my kids.

Co

g s o 2024 om d s om

ONLINE SHOPPERS GIVE NEW TECH A PASS

Grocers miGht be drawn to shiny new things in e-commerce, but shoppers aren’t so dazzled. A new study by Capterra found two-thirds (67%) of Canadians are not interested in using new retail technologies to shop online, compared to a global average of 42%. The 2024 Elusive Online Consumer Survey found those who are willing to adopt new tech tools are most interested in QR codes (14%). That’s followed by facial recognition or other biometric recognition, artificial intelligence (AI)-driven recommendations and AI chatbots—all at 7%. Just 4% are interested in using the Metaverse to make purchases.

There’s not much enthusiasm for social commerce either. The survey found most online shopping journeys begin on search engines (55%), followed by retailer websites (43%) and department store websites (35%). Just 13% of shoppers typically start their e-commerce journeys on social media and only 8% end up buying products there. According to Capterra, that latter finding suggests people don’t view social media as a compelling place to buy. It’s not all negative, though: 42% of survey respondents have looked up information about a

product in response to an ad on social media in the past year.

Where brands can’t go wrong is price. When buying new products, 59% of consumers said the lowest price was in their top considerations. In addition, 51% said discounts or promotions were one of the most important factors and 47% factored in brand trust. When it comes to repeat customers, 78% cite price as the top driver for remaining loyal to a brand, followed by product quality (75%). While the top purchase drivers are no surprise, Capterra recommends brands double down on price and quality. “Shoppers will switch to a brand if it can offer lower costs and/or better quality,” the company said on its website. “And they will stay with that brand for the same reasons.”

On the loyalty front, grocers are the shining stars in the retail industry. More than three-quarters (76%) of Canadian consumers said they’re a member of a grocery retailer’s loyalty program. No other business type has a higher market penetration than 35%, with mass merchandisers at 35%; restaurants at 30%; clothing, shoes and accessories at 23%; and beauty and personal care at 21%. —Rebecca

Harris

ONLINE SHOPPING HABITS

As a leader in agriculture and food processing, Canada is well-positioned to help feed the world’s growing population. But as demand rises, so too will the carbon footprint of Canada’s agriculture sector, which currently creates 8.1% of the country’s total greenhouse gas emissions (GHGs). While Canada is already ahead in sustainable food production, the pressure is on the entire value chain – from farmers to food processors to grocers – to create a net-zero food system.

“A net-zero food system is intended to balance emissions that are produced through agricultural production with emissions that can be sequestered through sustainable practices,” explains Nathan Steeghs, national climate lead, sustainability & climate, at Deloitte Canada. “Ultimately, it’s about reducing the carbon intensity of the agricultural products we produce and the food we eat.”

ere is a sense of urgency, too, as ambitious climate commitments have been set by both the Canadian government and major food-industry players. “Many grocery retailers, for example, have set science-based targets that require them to cut emissions in their supply chain by as early as 2030,” says Steeghs.

But in the race to net-zero, a big hurdle stands in the way: In Canada, there is no uniform measurement, reporting and veri cation (MRV) approach for GHG reductions and removals. In Deloitte’s view, Canada needs a standardized approach to increase the adoption and measurement of climate-smart practices, as well as to build consumer trust. Taking the lead in this area, Deloitte

TO BREAK BARRIERS TO NET ZERO, GROCERS CAN TURN TO A NEW MEASUREMENT SYSTEM

Deloitte has developed an open-source framework to measure, report and verify emissions across the agri-food sector.

developed an open-source framework to measure, report and verify emissions.

As part of the initiative, Deloitte engaged key players across the value chain, including growers, food companies, retailers, government, industry associations and NGOs. at process – and Deloitte’s proposed solutions – are detailed in its new report, Growing a net-zero food system.

“We worked together to de ne an approach that could be standardized, achievable and scalable,” Steeghs explains. “What we’re driving toward is more trust and transparency and an approach that is grounded in science.”

For retailers, food manufacturers and others, the new system can help accelerate their sustainability goals at a fraction of the cost and e ort. “Deloitte has an opportunity to invest once and then share that investment across multiple clients, as opposed to each client having to make their own investments in bespoke solutions,” says Erick Vandeweghe, managing partner of Operate services at Deloitte Canada, which helps organizations design, build and manage their operations end-to-end.

In implementing ESG and climate-smart practices, organizations not only need new systems for measurement and reporting, but new ways of maintaining compliance with regulations and demonstrating progress to various stakeholders. With Deloitte’s 179 years of history across all functions – from accounting and tax to technology and talent – the company has the experience and expertise to bring all the needed capabilities together.

“Climate change is a shared issue, and so, there is not a lot of competitive advantage to organizations going their own way,” says Vandeweghe. “Our solutions reduce the burden of investment, as well as the outlays of scarce talent and resources that organizations require to meet their sustainability goals.”

To learn more about Deloitte Operate, visit deloitte.ca/operate

Walmart adds drone delivery to app

Earlier this year, Walmart in the United States announced it was “reaching new heights” with a major expansion of its drone delivery service, making it available for up to 75% of the Dallas Fort-Worth (DFW) population, (one of the largest metropolitan areas in the country—encompassing more than 30 towns and municipalities). As a next step, the retail giant says in June it will start integrating the delivery service into its mobile app (previously, customers had to order through apps run by its drone service providers Wing or Zipline), creating a more seamless experience for its DFW shoppers and marking the “next evolution of Walmart’s investment in drone delivery technology.” The retailer has been trialling drone delivery since 2021 and says it has completed more than 30,000 deliveries.

ALBERT HEIJN’S PACKATHON

To improve its private-label packaging, Dutch retailer Albert Heijn recently staged its second “packathon.” The grocer asked customers to submit their gripes about its own-brand packaging and from hundreds of online entries, five customers (who had problems with the packaging of dishwashing liquid, soft fruit, citrus, rice and pasta sauce) were invited to join a team of packaging experts, suppliers and Albert Heijn employees at the live packathon to come up with solutions. Ideas were pitched to a jury that assessed the proposed concepts on ease of use, sustainability and feasibility. The winning concept was an easier-to-use package for rice that the grocer is exploring, so the packaging can “find its way to shelves as quickly as possible.”

GLOBAL GROCERY News and ideas from the world of food retail

MINI WOOLIES PROGRAM EXPANDS

In Australia, Woolworths (affectionately known as Woolies) is continuing to help students with disabilities gain job-ready skills. With its Mini Woolies program, in partnership with Japanese tech company Fujitsu, the grocer has converted a school classroom in Port Macquarie, New South Wales, to simulate a supermarket complete with baskets for fresh food, shelving for groceries, signage and cash registers. Woolworths says the site will provide “an accessible and safe learning space” for students to get hands-on experience with checkout processes, receiving and handling stock and communicating with customers. The grocer operates about 60 Mini Woolies programs across Australia and New Zealand.

Using tech to make the grocery store more accessible

Carrefour Belgium is turning to tech to improve the shopping experience for visually impaired customers. In its hypermarket in Auderghem, near Brussels, the retailer has introduced a system combining two technologies—Virtuoz and NaviLens—to help visually impaired customers “shop independently and without obstacles.” Virtuoz is a tactile, audible board placed at the front of the store that customers can use to familiarize themselves with the store’s layout, while NaviLens uses smart QR codes that can be detected up to 20 meters away and within three milliseconds via an app, guiding visually impaired customers quickly and safely through the aisles. The QR codes also provide instant information on more than 1,700 products in the store. Of the initiative, Carrefour Belgium says it’s “setting a new standard in accessibility and inclusivity.”

Sainsbury’s makes Corrie debut

U.K. grocer Sainsbury’s is about to set up shop in an unusual location—the fictional community of Weatherfield, the setting of iconic TV soap Coronation Street. Thanks to an expanded sponsorship deal between the grocer and British broadcaster ITV, fans of the longrunning show will see a Sainsbury’s shopfront on screen starting in July. It’s not the first time the show has featured real-life businesses on its sets—Costa Coffee and Hays Travel have had storefronts as well as grocer Co-op, which Sainsbury’s is replacing. The sponsorship agreement is expected to run until 2026, according to media reports.

CONGRATULATIONS TO OUR WINNER ANDREA PARETE

“Building relationships and fostering a culture of collaboration are keys to our success at UNFI”

- ANDREA PARETE

ANDREA’S ACCOMPLISHMENTS INCLUDE:

• UNFI Canada’s Circle of Excellence Award Winner 2019 for outstanding performance and contributions to the business

• Long-term customer relationship building that yielded significant growth opportunities

• Leading her team to many successes with her resilience, adaptability, and strong emotional intelligence.

Congratulations to all Star Women in Grocery winners and thank you for making our industry a better place.

Partner with UNFI Canada and Benefit

SHELVING SELFCHECKOUT

Retailers are ditching the technology due to shrink and customer dissatisfaction

By Chris Daniels

IS IT THE BEGINNING of the end for self-checkout?

In the United States, Walmart has removed self-checkout lanes at six locations, owing, in part, to losses from theft, including items such as fruit and vegetables being scanned with codes for cheaper produce. Safeway has also shut down self-checkout at several locations in the San Francisco Bay area due to theft.

According to research from Grabango, an artificial intelligence-based retail tech startup in Berkley, Calif., self-checkout machines “are a significant driver of shrink, with losses amounting to 3.5% of sales—or more than 16 times more loss than traditional cashiers.”

Its research calculated that 6.7% of self-checkout transactions had at least some amount of partial shrink, as opposed to 0.32% with cashiers. “Partial shrink is the most common and costly form of shoplifting, where a shopper pays for some of their purchase, but not the full amount,” notes the study. “For example, a shopper might have three cans of soda but only scan two of them or might type in a code for a lower-priced item.”

Meanwhile, a Giant Tiger in Stratford,

Ont., recently scrapped self-checkout kiosks for a different reason. “The biggest complaint you have from everybody is, ‘You don’t pay me to work here,’” franchisee Scott Savage told CBC in April of his customers having to scan and bag their own groceries. “They would line up at my regular registers.”

FROM SELF-CHECKOUT, TO CHECKOUT-FREE

Grabango believes it has the solution to what ails the self-checkout experience for both shoppers and grocers.

The company’s checkout-free technology uses computer vision-based cameras and sensors mounted on the ceiling to monitor shoppers as they walk through the store and records the items they pick up along the way.

Though self-checkout machines “increase transaction capacity and save on labour costs, they cause other issues and costs. They are hard to use, which means needing staff to help customers,” says Grabango founder and CEO Will Glaser.

“And while some customers like them, many people don’t. And so, if you install too many self-checkout kiosks, you end up alienating those shoppers who resent

doing the checkout work themselves,” he adds. “The other hidden cost is shrink.”

In April, German discount grocer Aldi launched Grabango’s checkout-free technology at one of its existing, full-size Chicago-area stores. (The announcement was made approximately two weeks after Amazon said it was removing its “Just Walk Out” technology from its grocery stores and would instead focus on the use of its smart carts.)

Grabango has also partnered with Circle K on checkout-free technology in the United States, but has yet to employ the tech in Canada. “It’s a market we are eager to get into, because Canadians don’t like waiting in line either,” notes Glaser.

SMART SHOPPING CARTS GET A PUSH

Could smart shopping carts be the Holy Grail? Caper AI, which was acquired by Instacart for US$350 million in October 2021, has been piloting its “Caper Cart” solution with Empire-owned Sobeys at select locations.

A Caper Cart has sensors that detect the items placed inside it without having to be scanned or weighed, and customers “check out” by paying directly on the cart’s terminal rather than lining up.

“Sobeys was one of Caper Cart’s early adopters, and we’ve been proud to partner with them for the past few years,” says Ahmed Beshry, co-founder of Caper and senior director of business development at Instacart.

In addition to streamlining checkout, a Caper Cart also gamifies the shopping experience with a coupon wheel. “This allows customers to spin the wheel for a chance to win discounts and dollars off right before checkout,” says Beshry. “We see many opportunities to continue gamifying the experience in the future as we partner with CPGs.”

In turn, giving CPG brands a new way to advertise can unlock a new revenue stream for grocers and entice new shoppers. “Store managers tell us the gamified elements are attracting new customers to their stores,” says Beshry.

As well, he says most customers choose to login to their grocer’s loyalty program at the start of their shop with a Caper Cart—and, in doing so, can be served with personalized offers. “For example, for a customer who typically shops a $70 basket, a grocer could offer a personalized deal of $5 off if they spend $100.” CG

ATUL

Marie-Andrée Hotte

Sr Customer Development Manager - Quebec

Marie-Andrée manages Tree of Life brands at all major accounts in Quebec. She builds strong promotional plans with her accounts & is responsible for achieving growth in all categories year over year. She is constantly looking for better ways to perform and shares with her team consistently. She is eager to help her entire team to succeed.

She is resilient, intelligent, and inspiring. She is the definition of the word ‘involved’. Giving back to her community is very important. She is the Quebec representative for Tree of Life’s Canada Cares committee, she oversees the Quebec social committee, and she is also part of the Quebec Women in Food committee. Above everything else, she is the proud mother of two beautiful young ladies, Alexia and Brianna.

Her experience and enthusiasm are contagious in the at Tree of Life; she is a true leader. Her involvement in the Quebec food industry is appreciated by everybody including the manufacturers, retailers, and brokers. If there is a new market project in the company, she is always ready to help. She also participated in our humanitarian serving Program. She travelled to Guatemala last year & had a life changing experience helping build houses there.

Pour tout ce que tu es, nous sommes fiers de toi, fiers que tu fasses partie de notre équipe, et nous sommes tous fiers de travailler avec toi et te considérer comme une amie.

Sincere congratulations to Marie-Andrée Hotte and all of the 2024 winners.

Wired for distracted eating

How grocers can reconnect with digitally savvy gen Zs through better-for-you snacking

Indulgence isn’t going anywhere, we’re human. However, there’s an opportunity to support evolving needs among gen Z by allowing betterfor-you options to coexist with indulgence

technoloGy’s pervasive inFluence on our lives today is undeniable. When it comes to food and beverage choices, almost one-third of Canadians turn to technology for information and guidance. This trend is even more pronounced among gen Z (aged 12 to 27), with more than half relying on websites and social media platforms such as TikTok and Instagram to guide daily choices.

While we can admit the list of benefits is long—connecting with consumers at point-of-purchase, providing reviews, recipe inspiration and off-premise ordering capabilities, to name a few—there is, perhaps, another side of the story that requires our attention.

FROM MINDFUL BITES TO MINDLESS CONSUMPTION

Gen Z are among the most prolific snackers, especially those aged 20 to 27 years, who favour afternoon and evening snacks. We’ve noticed, however, a profound shift in the way these consumers are engaging with technology while snacking. In less than a decade, a generation has significantly shifted away from mindfully eating, talking and socializing to engaging with their mobile devices or playing video games. While peak pandemic periods accelerated this behaviour, the slow shift began after the introduction of the smartphone.

This kind of distracted eating and drinking has consequences for how much and what we consume, our willingness to prepare food in general, and connects to the healthfulness of our eating patterns. Relative to their mindfully connected counterparts, gen Zs who engage with technology while snacking are more likely to be classified as obese and report a health condition such as headaches/migraines, diabetes and gastrointestinal problems.

A “BETTER-FOR-YOU” OPPORTUNITY

While gen Zs are generally most often consuming traditional snacking categories (fruit, chocolate, potato chips, cheese, yogurt, etc.), those who engage in digitally distracted snacking lean towards ultra-processed foods. Consequently, they are less likely to consume fruits, vegetables and other “healthier” snacking categories relative to their mindfully connected peers who prioritize real-life social interactions while snacking.

In general, when we look at holistic health segments at snacking occasions, gen Z tends to prioritize nutrient nourishment. However, among digitally distracted gen-Z snackers, there is notable growth in prioritizing emotional well-being, which has gained momentum since the pandemic. They are seeking options that offer added nutritional and metabolic benefits, including both functional and emotional health drivers such as mental harmony, premium/ quality ingredients and less processed options. This presents an opportunity for retailers to capitalize on the movement towards better-for-you snacking by offering products that cater to these evolving needs.

The concept of better-for-you, however, is not only synonymous with healthy, whole foods. In fact, the fastest-growing snack foods among gen Z that meet better-for-you needs include chocolate, nuts and seeds, snack mix/trail mix, popcorn and crackers. For commercial beverages consumed at snacking occasions, this includes smoothies, iced tea, energy and sports drinks. This tells us that convenient indulgent categories play a role in meeting betterfor-you needs with opportunity for growth.

TECH-ENABLED WELLNESS

Indulgence isn’t going anywhere, we’re human. However, there’s an opportunity to support evolving needs among gen Z by allowing better-for-you options to coexist with indulgence—whether it’s “renovating” existing product lines that align with the demand for cleaner ingredient decks, or through innovative snacking products that support functional and emotional health requirements.

Retailers can leverage technology to enhance the snacking experience, providing gen Z with the information they need to make informed choices. This could involve interactive displays that highlight the nutritional value of different snacks or personalized recommendations based on dietary preferences. Can we encourage a digitally distracted generation to put down their devices through more mindful snacking? It may be a tall order, but for the physical and mental well-being of future generations, it might be the most worthwhile investment we make. CG

Jenny Thompson is a director with Ipsos Canada supporting the FIVE service, a daily diary tracking what individuals ate and drank yesterday across all categories, brands, occasions and venues. Jenny.Thompson@ipsos.com

Marie-Josee Gervais is an accomplished sales professional with more than 25 years of progressive experience spanning across Field Sales, Corporate Sales, and Food Service. At Lactalis Canada, MJ was instrumental in securing new business, partnership, and contracts in a very competitive environment. She has very strong and deep relationships with her team and customers. And, given the specialized demands and requirements of this industry, particularly in today’s context, MJ is pioneering the future standards for achieving greatness and success in business.

Marie-Josee Gervais

WHAT’S NEW

NEW PRODUCTS IN GROCERY

Raising the Zanzibar

Zanzibar Spice BBQ Marinade is a convenient way for anyone to add a fresh, high quality, and exotic burst of flavour to any dish in the comfort of their own kitchen. It gives easy access to the Indian and East African fusion cuisine of Tanzania. Simply pour onto meats, fish, or poultry. Perfect for marinating, BBQ, and soups. Aki’s is a woman-owned SQF certified company with family recipes made in Ontario, Canada for 38 years. Reach out at info@akisfinefoods.com for more information.

Fava-bulous

Exträaz, Exträaz !

New from Hāagen-Daz these ice cream bars include Indulgent key lime ice cream in a decadent white chocolatey coating filled with crunchy graham pieces coming together for a delicious treat. Each box contains three individually wrapped 72mL bars. Since 1960, Häagen-Daz has been committed to taking high quality, responsibly sourced ingredients and transforming them into extraordinary ice cream. Proudly crafted in Canada, they use 100% Canadian dairy and no artificial colours or flavours in their ice cream, and all Häagen-Daz ice cream bar cartons are 100% recyclable and made from 100% recycled paperboard.

Introducing Soy Free Tofu, the first premium plant-based protein made entirely from Canadian Fava Beans. Packed with 64g of protein per pack, it has the taste, texture, and versatility of a traditional soy tofu. Perfect for air frying, stir-frying, panfrying, dipping in sauce, or even creating desserts, this tofu is designed to become a new kitchen staple.

Congratulations to Cynthia

Shanks, Head of Corporate Affairs

and Sustainability at Keurig Dr Pepper Canada, on receiving the prestigious Star Women in Grocery Award!

Over her 12-year tenure, Cynthia has been instrumental in making sustainability a cornerstone of our Canadian business unit. From leading the transition of our packaging to more sustainable formats to cultivating strong relationships with various organizations and coffee cooperatives, Cynthia embodies the essence of leadership and responsible innovation.

Our team is grateful to have a superwoman like Cynthia with us and wishes to extend heartfelt congratulations to all the 2024 winners!

WHAT’S NEW

NEW PRODUCTS IN GROCERY

Caffè, Your Way

Introducing the new Lavazza Caffè Decaffeinato ground coffee brick, a naturally decaffeinated blend Canadians can enjoy at any time of day. Caffè Decaffeinato is a smooth medium roast with the balanced flavour of dried fruit, crafted by the masters of coffee blending to preserve the signature taste of Classico blend. Recommended for French press, moka pot, and drip coffee preparations.

On Ice, Ice Baby

A Coffee Shop Drink at Home

Introducing International Delight Cold Foam, a brand-new innovation that brings a creamy texture to hot or iced coffee while adding a sweet and shippable foam topper. This smooth and creamy coffee enhancer effortlessly adds foam straight into a cup. Consumers can shake the can well, remove the cap, turn upside down and press the nozzle sideways to add cold foam to their favourite cup of coffee. A coffee shop drink at home in seconds is now possible with the new International Delight Cold Foam.

The very first family-size range of refreshing beverages in grocery stores, Del Monte ON ICE is now available across Canada in three delicious flavours: Peach & Lychee, Strawberry & Dragon Fruit and Tropical. Brimming with natural flavours and colours, the more ice, the more consumers will relish sweet and fruity flavours all at once.

Star Women in Grocery

Introducing Canadian Grocer’s 2024 Star Women in Grocery winners

By Chris Daniels, Shellee Fitzgerald, Rebecca Harris, Danny Kucharsky and Kristin Laird

Whether through their work in sales, marketing, supply chain, tech or store operations (and countless other roles)—women are contributing to the success of this country’s grocery industry every single day. And for 13 years now, Canadian Grocer has been celebrating these efforts with our Star Women in Grocery Awards. Nominated by colleagues and selected by Canadian Grocer’s editorial team, this year’s group of winners (60 in all) are a truly talented, passionate bunch. Turn the page to see this year’s Star Women in Grocery–we can’t wait for you to meet them!

The following Q&As have been edited for length and clarity. For extended versions of the Star Women Q&As visit CanadianGrocer.com

CONGRATULATIONS

to Sara Abe, Vice President of Commercial Capabilities and Marketing, Gay Lea Foods! Thank you for your leadership, commitment to our dairy farmers’ co-operative, and contribution to the grocery industry.

Gay Lea Foods would like to congratulate and applaud all the winners of the Star Women in Grocery Awards!

SENIOR level stars

SARA ABE VP, Commercial Capabilities & Marketing

Gay Lea Foods Co-operative

What has been a highlight of your career? I’ve had the good fortune to work with exceptional leaders across a number of industries and the lessons I’ve learned have helped to shape my own leadership style. The real highlight of my career has been the opportunity to pay those lessons forward. Coaching and leading talented and motivated people is extremely fulfilling and continues to be a highlight for me.

How would you describe your leadership style? I believe it’s important to develop core principles and values that drive my philosophy —values like integrity and open communication, along with a willingness to grow and adapt have always been at my core. I believe in empowering and supporting my team to expect and achieve excellence in their work. Lastly, I am committed to cultivating the growth of the people I lead.

How have you attracted talent to Gay Lea? Gay Lea Foods is a Canadian farmer-owned co-operative, so our work is inherently purpose-driven. Success isn’t measured solely by financial performance. We also measure ourselves on how we contribute to a thriving Canadian dairy industry and how we enrich the communities where our members and employees live and work. We have a responsibility to balance our focus on people, profit and planet. It’s an exciting time for Gay Lea Foods— there is a dynamic and empowering leadership team and an ambitious strategy to carry our co-operative into the future. That means everyone who works here today gets to play a meaningful role in shaping the future of Gay Lea Foods.

DENISE ALVES VP, Sales Strategy Group Bel Canada

How did you get your start in the food business? I started my career at [market measurement firm] Nielsen, where I had the opportunity to work for over five years with major food companies such as Unilever, Danone and other local food manufacturers. My role involved assisting these companies in understanding their markets and identifying opportunities to gain market share. This experience was highly rewarding, as I had the chance to engage with a range of food manufacturers, each with their own unique challenges. This role was instrumental in shaping my career development within the food manufacturing industry.

What is a career challenge you’ve faced? An impactful challenge in my career was the move from my native country Brazil to Montreal in 2003. The language barrier was my main obstacle, as I had to adjust to working in English, while simultaneously learning French. Thankfully, I encountered amazing managers and colleagues who warmly welcomed and included me. It was not easy at times, but despite the language challenge, I felt empowered as I continued to learn.

How do you like to spend your time outside of work? I like cooking and having dinner with my family and friends. With my family, we have our traditional Saturday night dinner with candles, classical music and playing games. This ritual has been part of our family since my two teens were little. I hope they will continue this tradition with their own kids. I also find painting and crafting to be a great way to relax. The process of creating art is genuinely rewarding.

RUPA BAHRI Canadian Business Unit General Manager Haleon Canada

What are some career highlights?

My six years as general manager of our Canadian business has been an absolute career highlight for me. It has been such a wonderful learning experience and no two days have been the same. When I started in this role in 2018, the business was half the size. Since then, we have completed a joint venture with another large consumer healthcare company. I’ve led through the integration of the Canadian divisions of these two businesses, and then through the separation of the combined business, resulting in an independent entity listed on the London and New York Stock Exchanges in 2022. What a journey!

How would you describe your leadership style? I aspire to be a leader who is inspirational, authentic and results-oriented. I find it important to be agile, and often adjust my style to the circumstance at hand. It’s important to know when to be the decision maker and when to support and empower others to make a decision. This agility as a leader is a skill I’ve focused on building over the years and continues to help me on my leadership journey.

What is your best quality and how does it help you in your role?

I’ve been told my “superpower” is connecting dots and, luckily, in my role that helps quite a bit. Over my career, I have spent time in both strategic and operational roles, and that combination allows me to guide my leadership team and organization in setting strategic goals, while also knowing how to get things done to achieve them.

KAREN BAKER VP, ManufacturingCheese and Ingredients Agropur Cooperative

How did you get your start in the CPG business? I started my career in aerospace. My roles were mainly in operations and I took the opportunity to be in charge of several plants by joining Agropur five and a half years ago. I was attracted by a couple of things. When you have an idea for a product, you can really see it fast on the shelves—way faster than aerospace. The level of innovation is also exciting, as we want to be ahead of customer needs and be able to put products they don’t know they will like on their plate. It’s a bit different from aerospace.

How would you describe your leadership style? I try to inspire my team by giving them the vision—where we want to go—and I remain available to them. I share my experience; I like to exchange with my team and not take a top-down approach—that’s not my style. I really want to understand their reality, their aspirations and guide them in developing themselves as better leaders. My direct team is a team of plant directors, so you can imagine that everybody has dozens of people under them, so it has a positive ripple effect.

What do you like most about your job? The products that we make in my plants are eaten daily by different people in Canada and even outside Canada, so I find it extremely rewarding to be part of that supply chain.

is proud to recognize five of its team members for their leadership, innovation, dedication, and contribution to the grocery industry.

SENIOR level stars

JODY FITZPATRICK

VP Integrated Supply Chain

Sobeys

What is the biggest challenge you have faced in your career? Every year in supply chain, we rise to the occasion and deal with extreme situations. Things like extreme weather events and labour disruptions happen frequently; it has become a necessity to have flexibility and diversity within your supply chain to deal with these situations. As a female leader in supply chain, that role means more to me now as I’ve progressed through my career. In the majority of my career, I did not have the luxury of being around other females in the distribution and transportation field. I consider myself very lucky to have had some amazing male leaders and mentors that guided and encouraged me in the early days, when I was trying to balance having children and raising a young family in a job that is global and 24/7.

What career advice would you give your younger self? Never apologize for wanting to win and be the best! Competition is awesome, exciting and healthy. It’s important to learn how to harness that and use it as fuel. As leaders, we have to set the bar high and never apologize for it. I love leading our teams through that journey and achieving great things together.

What is a fun fact about you? I’m a hockey mom with two teenage boys. I think I’ve been at every rink in York region and the GTA [Greater Toronto Area] over the last 10 years. And I’m loving every minute of it.

MARIE-JOSEE GERVAIS VP - Foodservice and Distributor Sales Lactalis Canada

How did you get your start in the CPG business? It was a pure stroke of luck when a friend informed me of a great opportunity at Parmalat Canada (now Lactalis Canada). Coming from the retail fashion world, I was excited to dive into something entirely different and I’ve never looked back.

What’s the biggest challenge faced in your career? Right after joining Lactalis Canada’s foodservice team, a plant closure was impacting the production and supply of our products to customers. As a newbie to the foodservice division, I had to quickly learn a new market, adapt to new ways of working in a business that was unfamiliar, build customer relationships and manage a new team while facing these challenges. While I was literally learning something new every day, it was truly because of the people who surrounded me that we were able to overcome the challenges and have a successful outcome.

What’s the best advice you’ve received? “Do not try to become somebody else, stay true to yourself and be authentic.”

How would you describe your leadership style? I am solutionsdriven and can handle crises by engaging in the expertise and support of others. I am genuinely interested in what they have to say and naturally find ways to develop others. I place great importance on teamwork and ensuring individual input is integrated into the team’s action plan. Teamwork is crucial in achieving results.

BARB GRANT VP, Marketing Lassonde Snacks

How did you get your start in the grocery business? I started my career on the advertising side of the business, working for two different agencies in Vancouver. During that time, I worked on a range of packaged goods accounts including Nabob Coffee, Armstrong Cheese, Silver Hills Bakery and SunRype Products. I went client side with SunRype and moved to the sunny Okanagan, where I have been part of an amazing team and brand that is very near and dear to my heart.

What keeps you passionate about your work? The energy and passion of the people and partners I have worked with over the years is what keeps me energized.

How would you describe your leadership style? I take a collaborative and spirited leadership approach to tackling the challenges and celebrating the wins with the many incredible teams I have been fortunate to work with.

How do you like to spend your time outside of work? Kelowna has been a wonderful place to work, live and raise a family, which has certainly been the other passion in my life. And we have spent a great deal of time with family and friends in the beautiful Okanagan Valley— hiking, boating and skiing. I love to travel abroad and have experienced a number of wonderful countries and will continue to do so for many years to come!

AMANDA KNAUFF VP Sales – Retail Canada/ Northeast U.S.A. Taylor Farms

How did you get your start in the CPG business? My exposure to the grocery business began with my father working for Cadbury. I would present his latest launches to my elementary school for show and tells and I learned how to negotiate candy for trades at lunch hour. In university, I picked up a part-time job merchandising for CPG companies that led to a full-time role with Nestlé in sales, calling on the convenience and gas channel. Over the past 13 years, I’ve had the privilege of embarking on a diverse and enriching career journey spanning nine distinct roles across renowned companies such as Nestlé, Kraft Heinz and now on the produce side with Taylor Farms.

What is the best career advice you’ve received? One specific piece of advice I received is eliminating the phrase “I think” from my communications and presentations whenever feasible. It seemed I was using it as a crutch to protect my ideas or fill in gaps during nervous moments in a presentation. As a woman paving her way, I was glad to have someone help me step into my confidence and open me up to receive critical feedback.

Anything else you’d like to add?

We just celebrated one year of launching the Women’s Produce Network that fellow industry friend Leah Hardy and I kickstarted to strengthen and champion females in our industry. It’s been one of the most rewarding points of my career to date and we are just getting started in driving change forward.

T e: eg r , u er, e n n ng e er

F r ur e c n , n n v ve p r , n e er h p r he e er en r x n he n u r .

Kimberly’s trailblazing leadership style embodies an unwavering passion and a deep understanding of the consumer, shopper, and customer’s mindset. Her commitment serves as the bedrock for sustainable, long-term growth and strategic partnerships within the industry. She deftly blends speed, agility, and creativity, that consistently achieves success that benefits consumers, customers, and the communities in which she serves.

Kimberly’s authentic style resonates with purpose, shaping the future of our industry. Her dedication to developing and empowering people and teams sets a powerful example. May your journey continue to inspire others and the people you encounter on your path of continued success.

SENIOR level stars

CAROLINE LAROCQUE

VP Logistics and Distribution, Quebec Metro

How did you get your start in the grocery business? By chance, I ventured into the grocery business 25 years ago when I seized an opportunity in logistics at Metro. From the very beginning, I realized it was a fast-paced industry and knew immediately it was the right fit for me. The speed, dynamism and the constant challenges aligned with my energy and drive. It’s a field that keeps you on your toes, and that dynamic environment is incredibly motivating.

What keeps you passionate about your work? My role allows me to see tangible results on a daily basis, while also contributing to the company’s long-term strategic vision. Witnessing the immediate impact of our efforts and driving long-term strategic initiatives to shape the future of distribution is incredibly fulfilling. Additionally, I thrive on teamwork and collaboration with various departments. The synergy and collective drive are powerful motivators for me.

How do you describe your leadership style? My colleagues would tell you that I challenge both myself and my team constantly. Improvement is rooted in the desire to get better. We’re all in the same boat, and it requires everyone’s collaboration. Ask my team and they’ll say I set ambitious goals, while ensuring they have the necessary resources to achieve them. I’m available, accessible and I provide constructive feedback. When things don’t go as planned, I’m there to offer support and guidance. I take immense pride in watching my team grow.

MÉLANIE LEBEL SVP Human Resources Danone Canada

How did you get your start in the CPG business? I have worked in different industries throughout my career. When I joined Danone in 2016, I found my “work home.” Danone—and the industry—is a consumer-centric, rapid-paced, purpose-led environment that continues to attract exceptionally talented people. This is what excites me about working in CPG.

Biggest career challenge you’ve faced? At the time, it felt like a major hurdle, but in hindsight it was the best experience—early in my professional journey, I took a “step back” on the proverbial careerladder. At such an early stage in my journey, this was a difficult move and, at the time, I was concerned my career would forever be negatively impacted. In fact, it allowed me to concentrate on listening and learning, and building solid foundations for my future roles. It taught me that we must take a longer-term view of our careers ... It allowed me to reach the role I am in now with more impact.

What keeps you motivated at work? I love this question! I genuinely don’t ever get the Sunday-night blues. I tend to stay motivated when I am challenged professionally, always learning and having fun in the process!

What do you like to do when not working? I equally love sitting quietly for hours and reading a book, as I enjoy going out with my husband, having breakfast with friends, paddleboarding with my son or taking road trips with my daughter. I secretly love driving my kids around and singing or chatting in the car with them.

SPIR MARINAKIS VP of Food Safety, Quality Assurance, Technical Services & Sanitation Maple Leaf Foods

What are some of your career highlights? My 20-plus-year career has spanned two great companies: Unilever (foodservice) and Maple Leaf Foods. At Unilever, I was in marketing for several years; I won two Global Innovation Awards in Food Service for Lipton Tea and Soup turnkey solutions. I also created and executed a customer-focused R&D strategy that improved customer insights and speed to market. At Maple Leaf, I facilitated an executive team that did root-cause analysis and recovery initiatives for the Listeria recall of 2008. With my team and colleagues, I set up Maple Leaf’s quality management system and new FSQ [Food Safety and Quality] performance metrics. I revamped and led the implementation of our food safety strategy and roadmap, prioritizing preventive solutions.

What’s the secret to staying with the same company for 20 years and counting? For me, it’s all about forming relationships with the exceptional people I work with daily and those I depend on during challenging periods. The genuine people I’ve worked with over the years who share similar values have been pivotal in my journey with Maple Leaf.

Best career advice you’ve received? “Strong leaders figure things out. They are resilient. They collect the facts, seek advice and get on with it.” This advice serves as a constant reminder to tap into my inner strength, persevere through challenges and seek guidance from those around me.

ASHLEY MELITO VP of Sales Mars Pet Nutrition Canada

How did you get your start in the CPG business? I grew up in Alberta, so a lot of my counterparts after graduation were exploring the oil and gas industry, whereas I was always keeping one eye on the world of CPG. Although I had no experience or prior knowledge of the CPG world, I was incredibly passionate about brands and brand development, as well as motivated by the opportunity to work with products that have a genuine impact on people’s lives. While a lot of the major CPG companies have outstanding recruitment programs, being based in Alberta didn’t offer the same exposure to those recruiters. I always found it funny in my early career hearing my colleagues talk about how they were recruited and hand selected before graduation, while I was out in Edmonton banging down the door and begging large CPGs to hire me.

What is your leadership philosophy? When I think about my philosophy, it’s around being a talent-first leader who truly believes in the power of human connection. My focus is always on the role I play in fostering connections to help make people’s lives a bit better. The strength of what we can achieve together far outweighs that of individual accomplishments.

Best part of your job? It’s a very cliché answer, but it has to be the people. I’ve been so fortunate in my career to have been surrounded by an incredible calibre of people who are not only extremely talented professionally, but interesting in their personal endeavours, too. The people I have around me are constantly raising the bar—it keeps me striving and growing.

Fairouz Ghiati is a Senior Solution Architect, who stands out as a beacon of technology innovation within the grocery industry. Currently at Lactalis Canada she is helping shape and deliver digital transformation initiatives that enables Lactalis to support our customers efficiently and effectively. Her ability to inspire and guide teams towards innovative solutions has been remarkable, addressing complex, challenges with ease.

Follow Lactalis Canada on LinkedIn linkedin.com/company/lactalis-canada/

SENIOR level stars

MARIE-CLAUDE PATTE VP, Retail Sales

PepsiCo Beverages Canada

What are some of your career highlights? The time spent coaching resilient and talented teams is, by far, my greatest accomplishment at PepsiCo. We’re truly in the people business. By investing time in people and helping them achieve their ambitions—from creating career opportunities to building strong customer partnerships—that’s where my greatest success lies.

How would you describe your leadership style? My leadership style is rooted in empathy, inclusion and empowerment. The way I lead is a huge testament to the time many leaders at PepsiCo and in the grocery industry have invested in me. I’m focused on creating a team culture that reinforces a positive and solution-oriented mentality and celebrates bringing your whole self to work.

Tell us about your commitment to people development and why it’s important to you. People development is, bar none, the most critical aspect of what we do as leaders. The success of our business can only be achieved by putting people at the heart of everything we do. It is essential to develop our talent and learn from each other to remain relevant, drive engagement and future-proof our organization. In my role, I’ve been able to be part of developing the next generation of leaders. From our sales analyst network, which is focused on creating a community among our newest employees, to our retail sales membership program, I feel it is important for me to invest in the careers of others like the leaders who did this for me.

SHEANA PYLYPOWICH Head of Customer Development Kraft Heinz Canada

You started as an intern. How have you built a career that has included 12 different roles?

Three things come to mind when I reflect upon my career. 1. Staying curious—asking questions, learning from others and building a good foundation around the business.

2. Being open to feedback—it’s not just taking the feedback, but making sure you learn and grow from it. 3. Embracing change—the more you can be open to change, the more potential you have for opportunity. Some of my best opportunities have come from change, be it company changes or taking on a new role I might not have had my sights set on. Embracing change has been instrumental to my growth at Kraft Heinz.

How would you describe your leadership style? Approachable— built off authenticity with a good mix of delivering results, building culture and developing people.

What has been a career highlight?

Winning this award is a pretty big highlight, but if I had to think of something else, having been promoted into my current role— head of customer development—is a big one. Early in my career, this was one of my first long-term professional goals and to be sitting here now on the sales leadership team is pretty special.

What is the best advice you’ve ever received and what advice do you give? I would say they go hand in hand—have confidence in yourself, you can do hard things. And, learning and making mistakes is all part of the journey.

MICHELLE SAUNDERS VP, Sustainability Food, Health & Consumer Products of Canada

How did you get into the association/sustainability side of the business? My background is in politics. I was a political advisor in the Ontario government in the beginning of my career, working for a number of cabinet ministers and the premier. I lost my job when the government changed at the general election, and I then went on to do government relations in trade associations, always with sustainability on the side of my desk. I’ve been with FHCP for 13 years and spent much of it as a provincial lobbyist. A few years ago, I chose to focus strictly on sustainability because it provided the greatest opportunity to learn and grow.

What is the best advice you’ve received? There’s lots of tidbits I recall regularly and that serve me well: Avoid qualifying language. Allow silence. Stay curious. But, my favourite advice is to not wait to get to the top before you lead.

How do you spend your time outside of work? I volunteer with organizations that support people with disabilities and, specifically, the groups that have and do support my son, who has a rare genetic condition. I’m a single mom, so I don’t get a lot of time to myself, but when I do, I regularly travel to small cities and towns around Ontario for a change of scenery and to check out little art galleries. Inevitably, I end up by the water, listening to the waves lap in.

CYNTHIA SHANKS Head of Sustainability, Communications and Government Affairs Keurig

Dr Pepper Canada

What keeps you motivated at work? I am motivated by my capacity, in my role, to be a change-maker. I can have a positive impact on our business by supporting the reduction of our environmental footprint and that of our products, but also on the communities we operate in through meaningful partnerships that help vulnerable populations in many ways. I feel privileged to have led our sustainability strategy and efforts across Canada since 2012. Through our collaborative approach, both internally and externally, we’ve been able to catalyze positive change on many fronts, from responsible sourcing (Keurig Trading being the biggest purchaser of fairtrade coffee in the world for over a decade now), to helping shape new blue box recycling programs and deposit-return systems in various provinces. I am surrounded by brilliant, inspiring leaders and engaged employees, and that’s my daily boost.

What is your leadership style?

I believe I am a supportive leader— meaning I put my team first and I focus on the growth and well-being of my colleagues with the mindset that we can thrive together. I am leading with empathy and trust. My focus is really to understand the strengths of each team member to make them shine in what they are amazing at, and coach them well so they can achieve their full potential.

Congratulations to our 2024 Star Women in Grocery award winners! We are proud to recognize our team members for their leadership, dedication to teams, and their many contributions to the grocery industry.

Loblaw Companies Limited would like to congratulate all the 2024 winners of Star Women in Grocery.

Vice President, No Frills Operations

Director, Central Pricing Analytics

Moretti

Category Director, Home Meal Replacement/ Fresh Meals

Senior Manager, Store Systems

Senior Manager, Loyalty Insights & Analytics

Lara Diab

Jennifer Teixeira

Stacey O’Neill

Karina Forbes

Rebecca Cocklin

PROUDLY CONGRATULATES

JENNA YEHIA Sales Director

ASHLEY MELITO Vice President of Sales

Pet Nutrition

for their OUTSTANDING leadership, innovation, and significant contributions to the grocery industry.

Congratulations to Jenna, Ashley, and to all winners of the Star Women in Grocery Award!

SENIOR level stars

JENNIFER TEIXEIRA VP of Operations

– Loblaw Companies Limited, Hard Discount, No Frills (Ontario & Atlantic)

Loblaw

What keeps you motivated at work? The opportunity to make a positive impact and the challenge of undertaking new projects keeps me motivated. Developing my team drives me to be a better leader—providing guidance, encouragement and opportunities for growth. Fostering a collaborative environment is the cornerstone of my leadership style, where each team member can thrive, learn and succeed.

What do you like most about your job? I truly love what I do! No two days are the same in operations. The grocery business keeps me on my toes. However, what I love most is working with purpose and my sincere passion for people. We are a people business, and I am in my happy place when I am out in stores talking to customers, franchise owners and their teams.

What is the most challenging aspect of your job? As I reflect on the challenging aspects of my job, I realize it’s me! I can be hard on myself. Striving for excellence is essential; however, I’m learning to balance high standards with compassion to maintain a healthy perspective and well-being.

What is a fun fact about you? I love to read novels, but I can only indulge in them on vacation. Why? Because once I start reading I get so captivated that I lose track of time and end up staying up all night.

NATASHA VANDENHURK CEO and Founder Three Farmers Foods

Tell us about your background and the inspiration behind Three Farmers Foods. I was born and raised in Saskatchewan and grew up in a large farming family. I moved to Saskatoon to study economics at the University of Saskatchewan and ended up staying in the city. But, I always had a desire to run a business and add value to the crops that we grow here in Saskatchewan, essentially moving along the value chain from farming to food manufacturing and production and, ultimately, to the end consumer. That’s where the inspiration for Three Farmers came from—bridging that gap between producer and consumer and adding value with Saskatchewan-grown, minimally processed whole foods.

What’s the biggest professional challenge you’ve ever faced?

Financing a business like this is no easy feat, and I think that’s what makes consumer packaged goods and the grocery landscape exceptionally hard compared to other industries. More volume and more sales don’t necessarily equate to a better bottom line. So, financing and learning how to work with different investor partners was a skill I needed to acquire.

What do you like best about being an entrepreneur? I love the responsibility of setting the direction and the challenge that brings, as well as continual learning. Every day brings a new challenge that I need to step up to and figure out. It’s a big weight, but it’s very rewarding.

TRACI WILDISH VP of Canadian Sales and North American Retail Operations McCormick Canada

What is the best part and, conversely, the most challenging part of your current role? The best part of my role is when someone on my team comes to me to share a great win they just secured. I love seeing people on my team deliver results, overcome barriers, and develop and achieve their career aspirations. The most challenging part has been providing leadership and support while navigating the last few years. As an industry, we have been facing high uncertainty, a challenging macro environment, and evolving consumer and shopper dynamics. I am extremely proud of our team for continuing to build insight-driven plans, adapt to changing trends, overcome obstacles, collaborate with our retail partners and have a growth mindset that has resulted in strengthening our results.

Best career advice received?

The classic sales advice I received early in my career is to deliver your targets, allowing you to continue focusing your time on building and securing future growth rather than looking back and justifying any gaps. This advice has always resonated with me and [is] why I’ve remained a highly results-focused leader (and I’m super competitive). That being said, the best advice I received emphasized the importance of building my network and seeking mentorship and sponsorship. There is so much to learn from others and gain from their support.

SHINING level stars

MELANIE BARLOW Senior Director Industry Relations

GS1 Canada

How did you get your start in the grocery/CPG business? My experience started early on the family farm. With great respect for the men and women who work to feed our nation, I graduated with a degree in agriculture and entered the workforce as an account manager for our local co-operative. GS1 Canada was a perfect fit with the community management acumen I knew so well, but also brought forward a new flavour adding in the grocery/CPG side of the business.

How do you stay motivated at work? I know everyone says this, but I truly love what I do. My work can make a difference. I have had the opportunity to meet so many wonderful people in this tight-knit grocery community and they are outspoken on the importance of having a GS1 ally.

What is your superpower? My team is my superpower! They all have unique skill sets, which allow me to learn from them and shine when it’s my powerhouse skill that is needed. My powerhouse skill, I think, lies in my ability to build lasting relationships and provide valuable assistance to others within the grocery industry.

How do you spend your time outside of work? Once again, back to my family roots and being on the farm. My daughter shares my love of horses, so we spend a lot of time at the stables.

CONGRATULATIONS

to Traci Wildish

for her thoughtful leadership and passion for driving growth within the grocery industry.

McCormick would like to congratulate all the winners of the 2024 Star Women in Grocery.

®

SHINING level stars

GABRIELLE BÉDARD

Plant Manager

Conagra Brands

How did you get your start in the food business? I began my career in the food industry by studying food science at Laval University. Initially, I focused on the quality aspect of food manufacturing. However, I soon discovered my passion for production management and continuous improvement.

What is a career challenge you’ve faced and how did you overcome it? One of the most significant challenges I encountered in my career was the daunting transition to the position of plant manager. The weight of responsibility for the safety and well-being of our 200 employees initially filled me with apprehension; however, with the unwavering support of an incredible team and my commitment driving me forward, I was able to face my fears head-on. By embracing this challenge with courage and determination, I not only conquered my uncertainties, but also discovered a newfound sense of fulfilment in the role. This experience taught me valuable lessons about resilience, leadership and the limitless potential that lies within us when we confront our fears with determination.

What is the best advice you’ve received in your career? The best advice I’ve received in my career is from great leaders who emphasized the importance of key leadership behaviours such as being a good servant leader, challenging the status quo and, most importantly, motivating people by appealing to their emotions.

SARAH BELL

Sales Director, Grocery Lindt & Sprüngli Canada

What do you consider your best quality? Resilience. Being able to overcome challenges personally and professionally, adapt and not give up are the qualities that help me be a more effective leader.

What do you like most about your job? The people I work with. I’m lucky enough to lead a team of people with diverse backgrounds and talents. The best part of my role is experiencing teammates succeed at achieving their potential. And when I can be a coach on that journey, even better!

What changes are you hoping to make in the sector? In terms of my career trajectory, it was when I started my family and had to go on maternity leave. It felt like my potential dropped and my career growth stunted for the five years I was pregnant and going on leave with my two children. I, like many women who go on maternity leave, had my most productive years preparing for this time and then coming back even more focused and able to prioritize, but on paper my career was not reflective of that. I want to be a champion for women, and particularly new mothers, to reach their potential when it comes to their professional aspirations before, during and after pregnancy.

What are you passionate about outside of work? I have two little ones, four and six years old, who take up most of my “free” time. I love being their mom and supporting them as they learn and grow.

ALESSANDRA BISAILLON Director of Marketing and Media Relations Farm Boy

How did you get your start in the grocery business? I began my career in the energy sector. After 15 years of various roles in marketing, category management, sales, strategic planning and retail operations, I transitioned into the grocery industry in 2021. Grocery was a natural fit given the many synergies between the industries, which provided me a solid foundation and understanding of the retail sector.

What keeps you passionate about your work? My team and the opportunity to foster creativity and innovation. When team members feel valued, inspired and appreciated, they become your most valuable brand ambassadors, ready to tackle any challenge together. It is both an honour and a privilege to be part of an organization like Farm Boy, which is committed to serving our customers with an unparalleled shopping experience and also one that fosters deep connections with our communities and partnerships with local organizations.

What is the best career advice you’ve received? The best advice I ever received was from my first boss, who is still my mentor today: “No one will ever remember an individual for the outstanding projects executed or presentations given, but rather how that individual led and made them feel. So, keep putting people first as it will always serve you well.” Since then, I have put people first and led my teams with support, transparency, compassion and empathy.

JENNIFER BULL Director of Quality Walmart Canada

How did you get your start in the grocery business? The first job I ever had was in the grocery business, working at a store. At that time, I did not know I was going to make a career out of it, but it became a great foundation of knowledge as my career progressed. I have now worked at three retailers.

What is the best part of your job? The best part of my job is the people I work with, but also getting to hear directly from customers and what they think of our products. That really feeds the passion for quality.

What is the best advice you’ve received in your career? The best career advice is to trust in yourself. Sometimes we forget how much we know because it has become second nature, so we need to believe in ourselves and what we are capable of.

What is a fun fact about you? I need to keep learning new things, so I started taking tap dance classes this year. I am awful, but it is fun.

How do you like to spend your time outside of work? My job keeps me indoors most of the time, so getting into nature and being active makes me happy.

Anything else you’d like to add? Over the years of my career, I have worked with so many wonderful leaders, team members and peers and they have each helped shape me as a leader. I owe them all thanks for helping me in my career.

Agropur is pleased to recognize Karen Baker for her inclusive leadership.

Congratulations to Danielle Thibedeau

Sr. Director, Digital Commerce, Shopper Marketing and Net Revenue Management on being named a 2024 STAR WOMEN IN GROCERY AWARD WINNER, recognizing her leadership, passion and commitment to our business, our customers and the industry.

Karen Baker

Vice President Manufacturing Cheese and Ingredients, Canada

SHINING level stars

AMANDA CHAMBERS

Director Support Services Sobeys

What intrigues you most about the grocery business? The fast-paced nature of changing trends and the significant impact on consumers. Things are always moving quickly and you must stay fresh and relevant.

Tell us what you like most about your job. I love the people and the ability to influence change. There is a real opportunity to make a difference in people’s lives, from what they eat to how we support [them] during adversity.

What is the biggest challenge you have faced in your career?

I would say working through COVID challenges in the early days, when everyone is looking to you for answers and certainty on a playbook that hasn’t even been written. That period required a completely new mindset and shift in priorities.

How did you overcome it? I ensured every decision was made with integrity and kept our teammates and customers at the forefront. This helped as we faced further business continuity challenges more recently, like weather events that impacted our whole network.

What is the best career advice you have ever received? Listen more than you talk. A mentor of mine used to say, “I see you did the dishes, but did you clean the sink?” For me, this meant understanding the impact of the job you’re doing—making sure we understand the up and downstream impacts and tidying up those loose ends.

CANDICE CHAN Controller, Financial Reporting & Analysis

Metro Ontario

What do you like most about your job? I enjoy interacting with other areas of the business, understanding initiatives being put in place at all levels of the organization (store, merchandising, marketing, etc.) and being able to provide financial guidance into the potential or actual outcome of those initiatives. I think being in the grocery business is something that everyone can relate to—we all buy groceries—and being able to provide input into the ultimate customer experience, even if just through crunching the numbers, is very rewarding.

What is a fun fact about you? I grew up on a dairy farm in a small town in Ontario. This is surprising to most people because I am very far from a “farm girl” in adulthood. I didn’t appreciate the small-town farm lifestyle while growing up, but I can see the values that it created in me: a strong work ethic, resourcefulness and learning to use people’s individual strengths to reach our group goals.

How else do you see yourself contributing to your company and the industry? First and foremost, I am a customer. I am the target market: a mom with a husband and two kids who is balancing work while trying to get a meal on the table before running the kids off to their activities. I believe women need to have a strong voice in all areas of the grocery industry and I will continue to be an advocate for that.

MONICA CHAN-STRAUSS Customer Director, Sales

The J.M. Smucker Co.

How did you get your start in the CPG business? I started in CPG straight out of university. I began as a field sales rep, learning the basics, and have been fortunate enough to work my way up and across different sales, marketing and category strategy roles. Working for both large and small companies has given me exposure to some amazing brands and categories but, more importantly, the opportunity to work with strong leaders, retailers and passionate people.

What keeps you motivated at work? Striving for continuous professional and personal growth is a driving force behind my work and how I choose to show up every day for my team and my family. Whether it’s learning how to become a more effective leader or diving into market data to glean unique insights, I am committed to improvement and strive to lead from where I am. As a woman of visible minority in sales, I recognize the importance of my voice and perspective, particularly in the context of the evolving Canadian demographic in both consumer trends and the labour market. While progress has been made, I believe women and individuals from underrepresented groups still face barriers in the workplace. I am fortunate to work in an environment where everyone’s opinion is encouraged and heard, allowing us to address these barriers and provide opportunities for people to succeed.

Best advice you’ve received? Early on in my career, one of my mentors said, “Your career is a marathon and not a sprint.” I have taken this advice to heart.

JENNY CHIASSON

Brand Experience Canada

Associate Director

General Mills Canada

How did you get your start in the CPG business? CPG almost came as a surprise in my career path since nothing predestined me for it. I did my bachelor’s degree in communication at Université de Montréal and started my career at a non-profit international dance festival and then transitioned into the advertising world. After seven years at Cossette working on the General Motors account, I fell in professional love with a brand-new marketing communications role that was being created at Liberté and decided to go client side. From one “General” to another, I discovered a whole new world in 2012 that combines my passions for media, creativity and food.

What do you like most about your job? The creativity—reinventing classics or starting from scratch, creating campaigns or solving problems. As change is the only constant in our lives, I love that I can approach life and work with a creative mind and that General Mills celebrates it with innovation and leadership.

What do you like to do when not working? I love to play “move the furniture around!” I am passionate about everything real estate, home design and renovations. I can wake up and decide to paint a wall just because I feel like it and my friends and family call me for home staging! But, as a mom of a teenage girl and a very active little boy, I also do a lot of alpine skiing with my family, and [attend] dance competitions. Family is at the centre of my life and I always make sure everyone is happy and well.

Their Light Inspires: Celebrating the Brilliance of

★ Shining Star ★ Amanda Chambers Director, Support Services, Sobeys Inc.

★ Shining Star ★

Shannon Scanga Senior Manager, Quality Assurance & Food Safety, Longo’s

★ Shining Star ★

Alessandra

Bisaillon Director of Marketing and Media Relations, Farm Boy

★ Shining Star ★

Claudine Leblanc Director, Internal Communications, Sobeys Inc.

Our Star Women

★ Store-Level Star ★ Miranda Evans Franchise Operator, FreshCo

★ Senior-Level Star ★

Jodean Fitzpatrick VP, Integrated Supply Chain, Sobeys Inc.

★ Store-Level Star ★ Kim Kwok Store Manager, Safeway

★ Store-Level Star ★ Angela Masellis Store Manager, Longo’s

Bravo Je ica

on your we -deserved recognition!

Jessica Emanuele

Fortinos Franchise Owner

Upper Centennial, Hamilton

From your colleagues at

Congratulations on your Star Women in Grocery Award recognizing your commitment to excellence, culture building, and growth at our Boisbriand production facility.

SHINING level stars

REBECCA COCKLIN

Senior Manager Loyalty

Insights

Loblaw

& Analytics

What do you like most about your job? In my role, I have the privilege of owning and driving the PC Optimum program. From initial ideas to tangible loyalty offers in our stores, I witness the transformation first-hand; whether it unfolds over months or just days. It is incredibly rewarding to see customers engage with these offers in real-time and I feel a sense of accomplishment as these ideas come to life. Working alongside talented colleagues from across the enterprise has also provided valuable insights into the scale and scope of our organization.

What career advice would you give your younger self? I would tell my younger self that mistakes are part of the learning process. In my early days at Loblaw, I made some typical mistakes that I’m sure others likely made, too. I was so scared of these mistakes, but my manager taught me the value of not dwelling on them. Instead, it was crucial to focus on how I responded, learned and grew from those experiences. Shifting from a negative mindset to viewing mistakes as opportunities for growth became key in shaping my perspective for the future.

What is a fun fact about you?

For our long-awaited honeymoon, my husband and I are planning on going to southern France. While we eagerly anticipate this trip, we acknowledge our Grade 9 French skills may not be sufficient. Between now and then, we are going to take some French classes together. I am looking forward to travelling outside of North America for the first time!

NATHALIE COUTAYAR Merchandising & Marketing Senior Manager R. Denninger Limited

How did you get your start in the grocery business? As an international business student. In the first year of my master’s in business administration program in Bordeaux, France, I had to do an internship abroad. At this time, I wanted to follow my friends and spend my summer in Barcelona; however, my father—who had a dried fruit business in France—chose to send me to one of his customers in Canada to improve my English. The customer was Denninger’s!

What keeps you passionate about your work? The passion is based on my cultural background. In France, we have a culture of food and pleasure, which to this day animates me. Our industry always has something new to offer or discover—a new product, new trend, new flavours—that keeps the industry interesting. Also, as generic as it sounds, meeting people and connecting with them. Food does bring people together.

What is the best advice you’ve received in your career? I think one of the best pieces of advice I’ve received has been: “lead by example.” My father always said, “If you don’t know how to do it, how can you expect others to do it well?” It’s also one of the traits of the Denninger family.

How do you like to spend your time outside of work? Outside of work, I like to enjoy time with my family and friends with good food and wine. One of my favourite things is travelling and exploring.

LARA DIAB MORETTI Category Director Loblaw

What is the best career advice you’ve received? The best career advice I have received is to embrace opportunities that push me outside of my comfort zone. This advice has impacted my professional growth and development. It has encouraged me to take risks, pursue continuous learning and remain open to new possibilities.

What keeps you passionate about your work? What motivates me at work is the opportunity to learn, grow and innovate. I am driven by the chance to push my boundaries and expand my knowledge. Working with exceptional individuals, exchanging ideas and achieving shared goals fosters a sense of community and purpose that is both motivating and fulfilling. Additionally, coaching and mentoring others is an immensely rewarding aspect of my work. Guiding others to achieve their potential not only enriches their lives, but also strengthens our team and elevates our collective success.

What is a fun fact about you?

I was born in Lebanon and moved to Canada when I was 11. The transition was a significant shift, filled with new challenges and opportunities. Leaving behind my home and familiar surroundings for a new country was scary, but it also opened a world of possibilities. I quickly learned to adapt to the cultural differences, language and new school system. This experience taught me resilience and the importance of embracing change.

KARINA FORBES Senior Manager, Technology Operations Loblaw

What keeps you motivated at work? Firstly, no one day is the same. This is an environment that keeps me excited and allows me to be at my best. Secondly, I’m always learning. I truly believe that if you don’t learn something new in your day, it is not a successful one. It is going into every day knowing it may not be what I expected it to be, but my team and I have an active involvement in making someone’s day better.

What do you like most about your job? I love being able to help people, problem solve and pull teams together to find creative solutions. When my team and our partnering teams succeed, every store across the country has the stage set to provide a positive and seamless customer experience. When technology issues arise, there is no better feeling than being able to assure our store colleagues that their issue is resolved and they can focus on the customer experience, not the technology.

What is the biggest challenge you have faced in your career? My biggest challenge has been finding my voice and trusting that my opinion or ideas matter. I’ve had some amazing leaders and peers who have pushed me to speak up and truly believed in my abilities, letting me run things my way, knowing I will achieve my end goal.

What career advice would you give your younger self? Take the chance, push the boundaries and don’t be afraid of making a mistake.

Calgary Co-op would like to recognize Sage Pullen McIntosh, Communications and Loyalty Director

We value your unwavering dedication to providing outstanding customer experiences, products, and services. Your commitment is truly making a positive difference in our business, among our team members, and within the communities we serve.

Congratulations, Sage, on your Star Women in Grocery Award!

SHINING level stars

FAIROUZ GHIATI

Senior Solutions Architect Lactalis Canada

What is your biggest career achievement? Throughout my career, I’ve led so many ambitious projects and initiatives. Honestly, it’s hard to pick one. Each is a journey and a unique and enriching experience. But, it’s always an honour to celebrate the success and achievement with the team after a great delivery. Currently, I’m helping deliver digital transformation initiatives that enable Lactalis to support our customers efficiently and effectively in our daily interactions, further contributing to our goal of being the easiest CPG company to deal with.

And the biggest challenge? Being a newcomer to Canada! At age 34, I had to reestablish my career. Big roadblocks included: no Canadian experience, beginning to learn English as my fourth language, not having my Moroccan engineering degree recognized and running a low-income household with two young kids under three years old! During this critical period, what helped me was my mother’s advice when I was a teenager: “You can’t jump to the 10th floor, but you can take the stairs.” I set some realistic goals such as learning one word a day, accepting entry position jobs and continuously shaping my career by remaining a lifelong learner.

What most excites you about the future of the sector? The advances in cloud technologies, analytics and AI [artificial intelligence] offer huge opportunities to all industries including grocery. In a fast-moving market, these opportunities offer a competitive edge to enhance operational productivity, business agility and customer satisfaction.

NICOLE HARARI National Director of Sales Ferrero Canada

How did you get your start in the CPG business? I began my career in the consumer-packaged goods industry with Oland Specialty Beer Company, a division of Labatt Breweries. As a territory manager, I handled both on- and off-trade accounts in Eastern Ontario. Since then, I’ve transitioned through a series of progressive roles within the consumer-packaged goods sector, working with Canada Bread, Kraft Heinz and currently Ferrero Canada. Throughout my journey, I’ve had the privilege of collaborating with numerous retailers across Canada, primarily focusing on sales and trade marketing functions.

What is the best advice you’ve received? One of the most impactful pieces of advice I’ve received came from a leader early in my career, who would randomly call us and inquire, “Did you win today?” This advice encouraged me to reflect on my daily performance, whether in small or significant ways, challenging myself to make a positive impact at work or in my personal life. This mindset has been invaluable, as it helps me focus on the positive contributions I’m making and encourages those around me to do the same.

What is your greatest career achievement? Leveraging my career experience and background to become the inaugural co-chair for the Women + Allyship Group at Ferrero North America. This role has allowed me to champion diversity, equity and inclusion initiatives within the organization, fostering an environment where women and allies can thrive and make meaningful contributions.

LEAH HARDY Regional Sales Manager Wonderful Sales

What do you like most about your job? The culture and pace of produce. The industry is everchanging and no two days are the same. On the surface, produce is challenging and highly competitive, but at its core is an underlying sense of understanding and community. I’m fortunate to work with great people every day—from my internal team at Wonderful, to my customers and within the broader industry.

What is a career challenge you’ve faced and how did you overcome it? Having worked across three distinct areas throughout my career, I’ve struggled with impostor syndrome—especially when taking on a new role. Taking advantage of learning resources (courses, training, advice from mentors, etc.) early in the transition process has helped me get up to speed and feel validated and comfortable in the role.

What is the best advice you’ve received in your career?

There are two pieces of advice I consistently reflect on: 1. Growth is uncomfortable. It requires stepping outside of your comfort zone, taking chances and trying new things. 2. Work/life balance is secondary to work/life harmony. The demands of your family/personal life and career will constantly ebb and flow. Learn to ride the waves and prioritize as necessary.

What is a fun fact about you? My all-time favourite movie is Ferris Bueller’s Day Off—“Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”

MARIE-ANDRÉE

HOTTE

Senior Customer Development Manager, Quebec Tree of Life Canada

How did you get your start in the CPG business? I started as a senior commercial manager’s assistant for a broker 22 years ago!

What keeps you motivated at work? The opportunity to learn new things, to discover, to meet and to have the chance to work with so many extraordinary people in the industry. I enjoy seeing the effects of these wonderful collaborations turn into tangible results.

What is the biggest challenge you’ve faced in your career? My greatest challenge has certainly been juggling my career and raising my children. I’ve been fortunate to have bosses who have supported me greatly and have allowed me to thrive in my career without having to sacrifice my other role, which I believe is equally important.

What would you say is your leadership style/philosophy?

My leadership style is a hybrid between participative and delegative. I am surrounded by competent people who know their job and micromanagement is not really my style. I sincerely believe by consulting and discussing with others, we come up with much more effective solutions based on everyone’s knowledge and strengths.

What do you like most about your job? What I appreciate above all is that each new day is unlike any other. I learn, I develop new skills or relationships, I achieve new goals. Basically, every day is filled with new challenges to tackle.

Congratulations to our sustainability champion, Michelle Saun ers!

Your visionary leadership is shaping a sustainable future. Thank you for being a guiding star in our industry!

Congratulations to all the 2024 Star Women in Grocery Award winners!

SHINING level stars

SUE HUDSON Senior Director, Communications & Digital Marketing Burnbrae Farms

What do you like most about your job? I really enjoy working with people, creating content to educate the public about farming, eggs and our products. It’s always changing and evolving, so that keeps it dynamic and interesting. I’m always up to the challenge to answer questions that I’ve never been asked about eggs. Promoting Canadian egg farmers, supporting the retailers and educating consumers on nutritious, affordable and delicious eggs is a top priority. I truly love working with my family, my digital team and our Burnbrae colleagues. We are a big family.

Best advice you’ve received? It is important to advocate for yourself, believe in yourself and stay true to your values. Build lasting and meaningful relationships with your colleagues and in business. Always remember that your reputation is critical to how you are viewed, so it is important to operate with integrity and be someone that can always be trusted.

What is your best quality? I really enjoy storytelling; it is a family trait and an important aspect of what I do day to day. Being honest, transparent and telling your authentic story is important when engaging with consumers. Today, with so many questions about how food is produced, it is important to be where people are looking for information. I also enjoy attending events like the Royal Agricultural Winter Fair and the Calgary Stampede, where people are interested in agriculture and looking to engage with food companies and farmers.

LOUISE JANSEN Director - Commercial Strategy WK Kellogg Canada Corp.

How did you get your start in the grocery/CPG business? I started in CPG with Procter & Gamble more than 20 years ago and was lucky enough to be at the forefront of working on new shopper-focused strategies and building my expertise across both market-level and regional roles. It was an exciting time and an excellent training ground. Since then, I’ve touched strategy and brand communication across different industries, but I find myself gravitating back to the commercial side as it’s so dynamic and fast paced.

How do you stay motivated at work? Continuously learning and taking on new challenges keeps me motivated. As CPG is such a dynamic industry, there’s always a new and diverse challenge to tackle! Staying connected across the organization and building relationships helps to solve problems together and enables team wins, which is very important because, as they say, business is a team sport.

Best career advice you’ve received? Know your strengths, value your strengths and tap into those strengths. Understanding your strengths helps you adapt to new challenges and opportunities.

How do you spend your time outside of work? Time with family and friends, ideally keeping active and being outdoors, which involves different activities during summer and winter. I enjoy planning and taking trips to explore new places or share places I love with my kids. But, all of this also has to fit around being a soccer and hockey mom “taxi” first and foremost.

CLAUDINE LEBLANC Director of Internal Communications Sobeys

What keeps you motivated at work? Helping my team members grow individually, while seeing us becoming stronger as a team inspires and motivates me. We’re constantly learning, adapting and raising our standards. There’s never a dull moment! Working in communications, we have the privilege of collaborating with teams across our organization. Every day is a chance to learn something new about our business, our people and the amazing work we’re doing to deliver value to our customers. The dedication across this business motivates me to continuously strive for excellence in everything we do.

What is the most challenging aspect of your job? What I find most challenging—in a good way—is the need for our team to have a comprehensive understanding of all parts of the business. We’re rapidly gaining knowledge of where the business is at, the issues at play and how our environment is evolving for us to provide the right guidance and add value. Our insights into different teams and their projects allow us to connect the dots between various initiatives, creating a cohesive narrative for our teammates and facilitating better alignment and communication.

What career advice would you give your younger self? Trust your instincts and don’t be afraid to take calculated risks. Don’t wait until you think you have all the answers or feel completely ready before accepting a new challenge. If you have a different perspective than others around the table, trust this might be what the situation needs.

JULIE MASSICOTTE Director, Centralized Marketing Services Metro

What would you say is a highlight of your career, so far? I played a pivotal role in a transformational project within our marketing department: the creation of a new division, Centralized Marketing Services. This division was built from the ground up to provide a comprehensive range of marketing services to all Metro Inc. banners in both Quebec and Ontario. It functions as a media, governance and retail media centre of expertise within the marketing and digital department. I was responsible for building a team, recruiting experts, defining our mission and establishing our operational model to drive efficiencies. This initiative demanded significant crossfunctional collaboration, offering invaluable learning experiences and enabling me to make an impact on the business.

Best career advice you’ve received? Early in my career, I was advised to surround myself with experienced and trustworthy individuals. A strong team not only enhances performance and delivers superior results, but also fosters personal growth and leadership development.

What is a fun fact about you? From a young age, I’ve had a passion for the arts, even winning several prizes for my artwork in my early years. As a young adult, I dedicated part of my time to painting and had the opportunity to sell a few pieces. While raising my three children became my primary focus, I anticipate revisiting my artistic pursuits later in life, as creativity remains a fundamental part of who I am.

Louise Jansen Director, Sales Strategy & RGM

SHINING level stars

STACEY O’NEILL Director, Central Pricing Analytics Loblaw

How did you get your start in the grocery business? I had family members who worked at Loblaw, so when it came time to find my first job that is where I wanted to start! As I continued my education, graduating from Memorial University of Newfoundland with a bachelor of technology, gained work experience and business knowledge, it opened doors and career progressions. Twenty-four years later, I’m still here!

What keeps you passionate about your work? My passion for work is fuelled by the constant evolution of technology. I enjoy exploring new methods, improving efficiencies and encouraging my team’s growth and experimentation.

What is the best advice you’ve received in your career? What really resonated with me was— “People won’t remember what you did, but how you made them feel.” Treating everyone with respect and kindness, assuming positive intent and being trustworthy by keeping your word is vital.

What is your proudest career moment? When I first started in the business, the idea of public speaking was daunting and something I could never imagine doing. Fast forward to today and I find myself comfortable and even volunteering for the opportunity. A highlight for me was participating in a panel interview with industry peers.

What is a fun fact about you? I enjoy crafting and trying out new things, whether it be crocheting, scrapbooking, painting, sewing or beading. I’ve dabbled in it all!

ANDREA OLAVE Director, Human Resources Corporate Kruger Products

How did you start your career in CPG? I began my career in the dynamic world of retail, where I honed my skills and expertise over 15 years. Transitioning into the CPG industry felt like a natural progression, leveraging my extensive experience in retail to excel in HR within the CPG sector.

What do you like most about your job? The diversity it offers. Wearing multiple hats keeps me engaged and challenged. However, what truly fuels my passion is the opportunity to make a positive impact on an individual’s life. Whether it’s fostering confidence or guiding someone through difficult circumstances, being able to support and coach others is incredibly rewarding and is the driving force behind why I do what I do.

What do you consider the biggest challenge in your career?

During the onset of the COVID-19 pandemic, I encountered one of the most formidable challenges as a working parent with a young child. The juggling act of managing both professional responsibilities and childcare was an unforeseen hurdle that demanded creative solutions and unwavering dedication. Every morning, I embarked on the delicate balancing act of fostering an enriching work environment for my colleagues while simultaneously ensuring my 23-month-old daughter remained stimulated and cared for. Surmounting this challenge was not only a testament to my resilience and adaptability, but also a profound achievement in making a positive impact both professionally and personally.

ANDREA PARETE Director, Sales UNFI Canada

How did you get your start in the CPG business? While I was completing my undergraduate at Toronto Metropolitan University, I had my first taste of working in the grocery industry at Summer Fresh Salads. I started as a receptionist and got a taste of sales through helping support the team from time to time and calling on customers to take orders. From here, I was given my first opportunity as an inside sales representative, which was the start of my sales career and my overall love of the food industry.

What is your proudest career moment? My proudest career moment was being recognized for my exceptional performance and contributions as a key account manager and winning UNFI’s Circle of Excellence Award in 2019. It was an amazing experience being acknowledged and celebrated with a memorable reward trip to Miami. Being selected as one of the 2024 Star Women in Grocery winners has quickly climbed to the top of this list!

What keeps you motivated at work? For me, it’s the culture. Not just the culture of collaboration and support, where teamwork is encouraged and there is a genuine interest in employee growth and development, it’s the family-like culture where I’ve developed a special connection with colleagues who are now more like close friends and family, which makes every day at work more enjoyable and fulfilling.

What is your superpower? I’ve recently learned my superpower is resilience. I pride myself in my ability to bounce back from setbacks, adapt to change and keep going, even in the face of adversity.

SAGE PULLEN MCINTOSH Director, Communications & Loyalty Calgary Co-op

How did you get your start in grocery? I got my start in the grocery business when I was in high school as a courtesy clerk at the Calgary Co-op location close to my home. I loved the company values and commitment to exceptional customer experiences and knew I would work for them again someday. Fast forward to 2019, when I accepted the role of manager of communications at Calgary Co-op. I am now currently the director of communications & loyalty and I still hold true to those important values Calgary Co-op instilled in me all those years ago.

Best career advice you’ve received? “Fail fast,” which to me means don’t be afraid to try new things, think outside the box and be innovative. If it doesn’t work that is OK; you tried and you learned. Now move on quickly and try something else until you find what works!

What would you say is a career highlight? I would say being part of the team that launched our member exclusive app in September 2023. It was wonderful to see months of planning and innovation come to life and to see so many of our team members and members excited about our new membership program delivered through an app. It is a journey we are still on and are making incredible strides every day.

What is a fun fact about you? I am a former dancer and trained at the National Ballet School. I am also a former journalist and spent 16 years working in radio and television news.

to Tara Berger, Tanya McDonell, Joan McMurray and Jennifer Sellars for their in uence, innovation and outstanding leadership at Pattison Food Group and in the grocery industry.

Berger Nature’s Fare Vernon Store Manager

Save-On-Foods Chilliwack Store Manager

Buy-Low Foods Keremeos Store Manager

Pattison Food Group Managing Director, Business Systems Development & Support

Congratulations to all of the 2024 Star Women in Grocery Award winners.

Tara

Tanya McDonell

Joan McMurray

Jennifer Sellars

ANDREA OLAVE DIREC R C R RA E HUMAN RES URCES SHINING STAR

SHINING level stars

KIMBERLY ROTH

Category Customer Sales Planning Leader

The Clorox Company of Canada

How did you get your start in the CPG business? My earliest jobs were working in sales at my local shopping mall, which provided an in-depth knowledge of consumer behaviours, selling skills and team dynamics. While earning my university degree, I joined P&G’s consumer relations team, working on the frontlines responding to consumers’ needs and learning about the brands and categories, which sparked my desire for a career in CPG. This role built my foundation of a consumer-first methodology, enriched my service background and gave me exposure and opportunity to advance.

What keeps you motivated at work? I stay motivated by always defining where I can offer the most value and then thrusting my energy in that direction. I am fuelled by action and results, and love opportunities to coach, lead efficiencies and design strategies to achieve team aspirations. I always experience such a huge sense of accomplishment when crossing something off my list and aim to be laser-focused on the must-do priorities, but ready to pivot as business needs change. I have discovered that I stay invested and most passionate when I feel supported, challenged and empowered.

Best career advice you’ve received? Be thoughtful about your personal brand and show up consistently. It takes courage to grow in self-awareness and effort to embrace the areas that offer room for reflection and development, just as much as those [areas] where we are exceptional.

SHANNON SCANGA Senior Manager, Quality Assurance & Food Safety Longo’s

What intrigues you about the grocery business? This industry is extremely fast-paced and always evolving. I work best in this type of environment. There are times where you may have to pivot in multiple directions from product recalls to regulatory updates/compliance, to audits/inspections, not to mention jumping in to support store, manufacturing and warehouse operations. Being able to support the business in so many ways, as well as helping to influence the industry to further enhance food safety, is so exciting.

What keeps you motivated at work? Longo’s creates a great space for growth and development to hone your skill sets and learn new ones. They have done a terrific job in creating a family culture, which keeps me motivated as they align with my own personal family values. Working with a team that shares the same values and goals, and achieving those targets together, is rewarding and drives me and my team towards continued success.

What do you like most about your job? As my colleagues can attest, there is never a dull moment in the world of food safety and retail. Part of my role is to work alongside small and local vendors to ensure their food safety program meets our requirements and provide guidance where needed. Seeing positive guest experiences from products made by these vendors is very fulfilling knowing we have made an impact on their success, [while at the same time providing] a great eating experience for our guests.

JENNIFER SELLARS Managing Director, Business Systems Development & Support Pattison Food Group

How did you get your start in the grocery business? I joined the Overwaitea Food Group 22 years ago as a programmer on a project implementing our point-of-sale system. Through that role, I was exposed to retail operations, finance and merchandising, and was introduced to the complexity and challenges of grocery. Further opportunities to be part of other projects and solving interesting problems with driven, positive people kept me hooked.

What is the best advice you’ve received in your career? I have been fortunate to work with many strong, supportive leaders, so it’s hard to choose one piece of advice. The importance of solid decision making is a big one—to make wellinformed, timely decisions—but to never be tied to a bad decision. To make the best decision based on the available information at the time, but adjust quickly as required.

How do you like to spend your time outside of work? Outside of work, I have three boys who are very involved in team sports. I can usually be found cheering them on at a hockey rink, soccer field or somewhere in between! I also love spending time outdoors–hiking, skiing and camping.

What is a fun fact about you?

I have a degree in microbiology and immunology and was planning to work in a health sciences field until I heard about a new program encouraging women to enter computer science at UBC [The University of British Columbia].

DANIELLE THIBEDEAU Director - Digital Commerce, Net Revenue Management & Customer Operations Unilever Canada

You’ve held a variety of roles at Unilever. How have you approached them? I’ve always leaned into new positions with a lot of humility and have had a servant leadership philosophy. This means learning from the experts within the team at every opportunity and taking the time to determine how I can best add value/clear roadblocks for the team to thrive. Stepping into a leadership role in a new area is uncomfortable, but these experiences have been some of the most rewarding of my career, so far.

What do you consider your greatest career achievement, so far? Leading our digital commerce business to new heights through the pandemic. Of course, this was a time when online sales soared as lockdowns ensued, but what made me most proud was watching the resiliency and agility of our team as we navigated through this period both personally and professionally. We established a scrum team to tackle the key challenges that lay ahead of us, from simple tasks like managing availability to demand creation and evolving our portfolio. The strategies we put in place during that period set the business up for future success.

What are you passionate about outside of work? I am a busy mom to two daughters, with a third on the way this August. Our family enjoys getting outside as much as possible, whether it be skiing over the winter months or enjoying time at the cottage in the summer. I also love to travel!

The J.M. Smucker Co. is proud to celebrate Monica Chan-Strauss as a 2024 Star Women in Grocery winner.

Monica lives the values and Basics Beliefs of the J.M. Smucker Co each and every day. She has an unwavering passion for building highly engaged teams that deliver exceptional results for both our company and her customers. Her mentorship of young professionals and advocacy for equality have been a testament to her resonant leadership. We’re very proud to have Monica recognized amongst a very accomplished group of winners for this year’s Star Women in Grocery awards.

Congratulations Monica!

SHINING level stars STORE- level stars

RANA TRINDADE

Senior Sourcing Manager, Corporate, North America

Bimbo Canada

What do you like best about your current role? What I enjoy most about my role in corporate procurement is the opportunity to collaborate with various teams and stakeholders globally. It’s fulfilling to work together towards common goals, leveraging our collective expertise. Additionally, I enjoy the strategic aspect of the role where I can help contribute to long-term planning and decision making to support the company’s objectives.

What is your proudest moment?

My father is a food scientist and my first job in the food industry was working with him at Maple Leaf Foods. I was always proud of him and his work and to have the opportunity to work with him for a short time was incredibly rewarding and something I will always cherish.

What is your best quality? My best quality is relationship building. Building strong relationships is invaluable in any role, especially in procurement, where collaboration and trust are crucial for success. The ability to connect with others, understand their needs and foster positive interactions can make a significant impact on achieving goals and maintaining partnerships.

How do you spend your time outside of work? Family is super important to me. As a mom of a 16-, 14- and seven-year-old, my time outside of work is busy with basketball, dance and taekwondo. I love having my valuable one-onone time with my kids taking them to all their activities. I also love to vacation with my family, garden and bake.

JENNA YEHIA Confectionery Sales Director –Grocery Channel

Mars Wrigley Canada

You started in the pet category. How did you end up working in the grocery channel? It sounds like a bigger change than it was! I began my career as a territory manager selling pet nutrition to independent pet specialty retailers. Working closely with pet-passionate people and spending extensive time in stores across Ontario was a great way to learn the retail industry. As my career in pet progressed, I worked in category, strategy and account management roles with grocery and mass retailers. After a decade in pet nutrition, I wanted to broaden my perspective by learning a new category. Mars gave me the opportunity to lead our grocery business in confectionery. I’ve loved embracing this impulsive, engaging and dynamic category and its crucial role in the grocery industry. While my cats may miss having me in the pet world, my daughters couldn’t be happier with the change!

What is a career challenge you’ve faced? The early days of the pandemic presented challenges for all. I experienced them as a mother of two children under five. Balancing work responsibilities became particularly daunting when schools and daycares closed, stripping away crucial support systems. This experience underscored the importance of a workplace that embraces flexibility, a compassionate and understanding line manager, and a supportive partner equally invested in our children’s well-being. I’m deeply grateful for having access to these vital resources and I’m especially grateful for the teachers and childcare providers who play such an important role in my family’s life.

TARA BERGER Store Manager

Nature’s Fare Markets, Vernon, B.C. Nature’s Fare Markets

How did you get your start in the grocery business? Throughout high school, I worked at Cooper’s Foods in Lake Country, B.C. in both the deli and bakery departments. I had frequented the Nature’s Fare in Kelowna and loved the people and the atmosphere. In 2004, I started my career working in the bistro and on cash. Soon after, I was promoted to bistro manager and then went on to be the corporate bistro manager. In 2018, I took on the role of assistant manager at our Vernon location and by the end of that year, I became the store manager.

What keeps you motivated at work? People. One-hundred per cent, my team and my customers are my motivation every day. We are a community that supports each other, laughs with each other, comforts each other and works hard for each other as we grow ourselves and our business.

Tell us about giving back to the community and why it’s important to you. Being involved in my community has always been a priority for me. We can make such an impact by giving back to those who support us. At Nature’s Fare, it’s one of our core values and I feel as a leader, I have a responsibility to reach out and discover the needs of our community and find a way to meet those needs. Together we are able to find those in need and help in whatever way we can. Over the years, I have sat on the board for the Oyama Community Club and currently hold a spot with the Downtown Vernon Association.

Loblaw

How would you describe your leadership style? I’ve always loved this quote and have made it part of my philosophy: “Train people well enough so they can leave; treat them well enough so they don’t want to.” I make a conscious effort to focus on developing the strengths of every team member. No two employees are the same and I try to unlock their full potential. It’s not always easy, but that’s part of the challenge and satisfaction I get from leading people.

What is your greatest career achievement, so far? I started in the grocery business at a young age. My goal was to make a little money working part time, not realizing that I would make this a career. I became aware very quickly that being in a grocery retail environment is where I wanted to be. I worked hard and learned as much as I could to keep climbing up the ladder, realizing how much opportunity for career growth in this industry there actually was. I wanted to lead a team and took on a department manager position and then progressed to an assistant store manager. At times, I was managing people older than me. It was a challenge, but also an achievement as I was able to gain trust and respect. What I had worked so hard to achieve became a reality when I was given the opportunity to become a franchisee, which I am so thankful and grateful for.

What do you like to do when you’re not working? Right now, I am busy planning my wedding! I am marrying Joe at the end of June. I’m looking forward to continuing my love of travel with him.

JESSICA EMANUELE Franchisee #46, Fortinos

Nicole Harari

National Sales Director, Alternate Channels, Foodservice and New Business MARiE-CLAUDE

Ferrero Canada is proud to celebrate Nicole as a 2024 Star Women in Grocery Award recipient. As a recognized leader within Ferrero and with her business partners, Nicole approaches challenges fiercely and acknowledges wins with humility. Nicole is an inspiration for her tenacity, dedication and commitment to winning in business, but equally for her passion in building teams and developing people. Congratulations Nicole on this well-deserved recognition – we are so proud of you and your many contributions to the industry.

Ferrero would also like to congratulate all 2024 winners.

CONGRATULATiONS MARiE-CLAUDE PATTE

2024 STAR WOMEN iN GROCERY AWARD WiNNER

Marie-Claude Patte stands out as Vice President of Retail Sales for PepsiCo Beverages Canada. With over 25 years of experience, she's led her team to achieve exceptional growth and secure Supplier of the Year designations.

Her strategic initiatives have propelled distribution gains and driven significant portfolio transformations. Notably, Marie-Claude's dedication to People Development is evident through initiatives like the Sales Analyst Network and Retail Sales Mentorship Program, benefiting numerous team members.

Her collaborative approach underscores her commitment to long-term relationships. Marie-Claude's impact extends beyond PepsiCo, positively influencing the entire grocery industry. She is deserving of this award for her outstanding contributions and leadership.

WE ARE PROUD OF YOUR ACCOMPLiSHMENTS AND ARE HONOURED TO HAVE YOU ON OUR TEAM. CONGRATULATiONS!

STORE- level stars

MIRANDA EVANS

Store Owner, Rymal & Upper Gage FreshCo #3815 Sobeys

How did you get your start in the grocery/CPG business? My first job when I was in high school was at my local Commisso’s as a cashier. I never dreamed of it becoming my career; in fact, I graduated from Brock University in sociology with a concentration in criminology. Life had other plans for me, though—I’ve had so many opportunities and built so many incredible relationships that the grocery industry feels like home.

What do you like most about your job? The relationships I’ve built over the years. In this business, I’ve met my husband, my closest friends and so many wonderful people. It brings me so much joy and fulfilment meeting new people both in the store, backstage and in the community. Building strong connections with others brings me so much energy and enthusiasm for the work I do!

What is the biggest challenge you have faced in your career? Leading a team, as a new franchisee, through a global pandemic. From supply chain challenges, labour shortages, teammates getting sick and trying to protect our customers to the best of our ability, it was incredibly challenging. Information and direction was constantly flowing and needed to be communicated quickly to my team of 75-plus employees as well as our customers. It was so important to me not to let our Hamilton community down at such a critical time, while also balancing keeping my family and team safe.

KIMBERLEY KWOK Store Manager, Safeway Sobeys

How did you get your start in the grocery/CPG business? I graduated from the University of Alberta with a bachelor of food business management. I like business and I love food, so I decided to join Safeway as a management trainee. I was born overseas and have always been curious about other cultures, so I thought a grocery store would be a great place to learn about Canadian culture and food.

What is the biggest challenge you have faced in your career? To start my career with my family being overseas was a challenge. Sometimes, on stressful days, I wished my parents were here to lean on. Thankfully, they were never more than a call away.

How did you overcome it? I started cooking my mom and grandma’s recipes to try and make my traditional comfort foods at home. My mother makes a chicken broth that requires soaking and simmering of a whole chicken for hours, and it is an extremely comforting scent that instantly makes me feel at home. Over the years, I also developed a broad circle of friends and peers that have been a great support.

What is the best career advice you have ever received? Be authentic— your team will appreciate the honesty. Also, the suggestion to join Toastmasters to grow my public speaking skills. Toastmasters has strengthened my ability to communicate with confidence and share information effectively. Most importantly, it helps me engage my team each day and in navigating challenging situations.

JULIE LUSTIG Store Team Leader

Whole Foods Market, West Vancouver

Whole Foods Market

How did you get your start in grocery? I got started in the grocery business almost 18 years ago at the Capers [Community Markets] on Robson Street. The store was looking for a customer service manager and although it would be a challenge, I felt it was a good fit from my previous experience. I had management experience in fast food and retail, but this new job would be a big jump in terms of team size and store volume. Not to mention, I would need to learn how to recognize produce items I had never cooked or eaten! As time went on, I gained skills and experience in retailing and merchandising both dry and perishable products. Today, I feel confident stepping into almost any role in the store.

What is the best part of your job?

What I enjoy best about my work are all the amazing people I’ve met and learned from, as well as the variety of tasks and skills I’ve learned over the years. I’ve formed some lifelong friendships, learned so much about food and how our food makes it from farmers and producers to our shelves.

How do you like to spend your time when not working? When not working, I enjoy spending time outdoors skiing, camping and running. I’ve also dabbled in rock climbing and fishing and I’m hoping to do more of both this summer. I enjoy cooking and have recently become a proficient pasta maker.

ANGELA MASELLIS Store Manager Longo’s

How did you get your start in the grocery/CPG business? I started my career at Food City in the bakery department at a young age. I gained experience in different departments over the years and realized I had a passion for the business and wanted to continue progressing. I was promoted to store manager in 2007 and in 2013 I proudly joined the Longo’s family.

What do you like most about your job? I am passionate about supporting people’s development, building relationships and I love new challenges. There is never a dull moment and I enjoy all the aspects of what it takes to operate this business.

What is the biggest challenge you have faced in your career? My biggest challenge was working through COVID. It was a very uncertain time for everyone. I was very fortunate to have such a devoted and hard-working team who worked together to find solutions and ways to overcome the challenges.

What is the best career advice you have ever received? Treat everyone the way you want to be treated. Never limit yourself to what you can accomplish. Don’t be afraid to make mistakes along the way, as long as you learn from them.

What is a fun fact about you? I love spending time cooking with my son, playing with my new kitten and watching reruns of Seinfeld

Congratulations to Juliana Lustig

For her passion and leadership to our team members, community and her commitment to excellence in the grocery industry.

Whole Foods Market Canada would like to congratulate Julie and all the winners of the 2024 Star Women in Grocery Awards!

Spir Marinakis Vice President, Food Safety & Quality Assurance

Maple Leaf Foods congratulates Spir Marinakis for her passionate leadership and dedication to Food Safety. Maple Leaf Foods has a powerful culture based on values, where committed employees are proud to act in the best interest of our consumers, customers, and our communities. Spir exemplifies each of the Leadership Values at Maple Leaf and especially, High Performance, Transparency and Humility.

Congratulations to Spir and to all winners of the Canadian Grocers’ Star Women in Grocery Awards!

STORE- level stars

TANYA MCDONELL Store Manager

Save-On-Foods, Chilliwack, B.C.

Save-On-Foods

How did you get your start in grocery? I was hired as a deli clerk in 2002 while I was in high school. Our work environment in store was so fun! I was told very early into my career that I was going to be a lifer with Save-On-Foods and it was something I laughed off. I quickly realized how much I enjoyed the people, the work and learning about the products. After over five years in the deli, I moved into grocery as an assistant operations manager and learned centre of store while I worked to pursue my goal of store manager.

What are some career highlights? In 2022, I opened Save-On-Foods King George Hub, a replacement store in Surrey B.C., which is down the road from our old location. A year later, I opened Urban Fare and then transferred back to Save-OnFoods Chilliwack, my hometown and where I began my career at the Sardis location. Opening new stores has left me with extremely proud memories alongside phenomenal teams that made it all happen. The best day of my career was when our president, Darrell Jones, phoned me while I was the assistant store manager in Fort Nelson in 2016 to tell me I was promoted to store manager. To this day, it’s my career highlight!

What keeps you motivated at work? Walking into work every day, knowing my team and I are working hard to take care of our community, our customers and each other is extremely motivating and rewarding.

JOAN MCMURRAY

Store Manager

Buy-Low Foods, Keremeos, B.C. Buy-Low Foods

Tell us about your background and how you got your start in the grocery business. I started in the grocery business in 1980 (really!) as an accounting clerk for an independent wholesaler in Edmonton. We moved our young family to Keremeos in 1986 after visiting the beautiful valley–river, mountains, orchards and vineyards. I started at this location in 1993 as a cashier, then produce clerk, then deli manager. There isn’t a department I haven’t worked in. I’m a hands-on manager—if my staff needs help, I jump in. Most importantly is the service to our customers; in a small community, they are our neighbours and friends.

What was the biggest challenge you faced as a store manager? There have been many natural disasters impacting our valley. We have had three forest fires in seven years, the 2021 flood that closed the highways for weeks, a rockslide and mudslide. We huddle the management team, decide the worst-case scenario and work backwards to establish next steps. I have a well-used emergency binder in my truck with numbers, notes and lanyards. We co-ordinate with emergency services and have opened the store in the middle of the night to stock a response centre.

Proudest moment? My proudest moment was thanking the team for all their extra effort during the Keremeos Creek wildfire. Three hundred and fifty homes were evacuated just north of Keremeos, including five of my staff. With the first news, we got to work making lunches for those evacuated, helped them find personal care items and fed their pets.

WENDY MCRAE Store Manager Metro Ontario

How did you get your start in the grocery business? I was actively seeking employment by “hitting the pavement” (yes, walking to locations with a resume and a smile) and found myself in a quaint mall where, at the time, a Dominion grocery store stood. I found an employee and without hesitation asked if they were hiring. The employee responded with, “Yes, come back in two hours for an interview.” Fast forward 25 years, that “yes” has led me to such great accomplishments and I have never looked back.

Describe your leadership style or philosophy. My leadership style has always been firm, but fair. I lead a team with clear communication (my husband often says I talk too much and I would agree!), integrity and consistency. I believe transparency is also key when it comes to team development that, in turn, builds trust. My philosophy has always been to lead by example, recognize and develop the success of others and, of course, motivate and inspire your team to continue their own path of achievements.

How do you spend your time outside of work? I love a real-life murder mystery! If you ask my family, they will tell you that I should have been a criminal investigator. I also enjoy the water—if it includes swimming, kayaking or deep-sea exploring, I’m in!

Anything else to add? You are your biggest advocate, so continue to self-develop! Ask questions, take on new responsibilities and challenges, and always communicate your goals and aspirations to your manager.

CHANTAL MONTAMBEAULT

Store Manager, Super C Trois-Rivières Metro

How did you get your start in the grocery business? I started at Super C in 1993 as a cashier. Over the years, I wanted to open my horizons and seek new challenges. I progressed to various positions in customer service, administration and management. In 2017, I was named store manager of Super C Trois-Rivières.

What is the biggest challenge you’ve faced in your career? As I was a mother when I began, I knew how to deal with the work-family balance issue despite having a demanding job with atypical working hours and being in a majority male workplace. I put an enormous amount of pressure on my shoulders to perform and be up to the job. I knew how to maintain a balance despite all the challenges of recent years, like the pandemic and staff shortages.

What is the best advice you have received? Take the time to stop time! Take a break to see things more clearly so you can face daily challenges. Taking this break allows you to make more enlightened and less impulsive decisions.

What do you like to do when not working? On days off, taking walks is my way of escaping and re-energizing myself. I love hiking in nature. Also, given that I work with the public, I sometimes need to be alone with a good book. I also like to spend quality time with my family. CG

STAYING POWER INDEPENDENT

WHY SUMMERHILL MARKET IS STILL THRIVING AFTER 70 YEARS IN THE GROCERY BUSINESS

By Rosalind Stefanac • Photograph by Christie Vuong

THERE IS A BRIGHT, clean and modern esthetic to Summerhill Market’s latest store in Toronto’s west end. It makes for an ideal backdrop for the abundance of fresh ingredients, speciality products and rows upon rows of appetizing prepared meals situated throughout the space. Like each of its other market locations (there are six in total), the gourmet grocer took inspiration from the surrounding neighbourhood and building’s former use in creating this space, which

included installing lamps that are repurposed pulley arms from the previous iron shop.

“We want each store to be completely unique in its look and feel, but our merchandising and product placement to be familiar and consistent across locations,” says Summerhill Market co-owner and president Brad McMullen. All of the grocer’s new stores were designed by Pencil Design and built by Bolt Developments, and each footprint requires a minimum of 50% ancillary

Clockwise from top left: Summerhill Market’s Dundas store; front entrance to the Dundas store; store-brand nuts and snacks at Summerhill’s Dundas store; Summerhill’s store in Aurora, Ont.; outside the grocer’s Rosedale flagship location; Summerhill’s Sherwood store on Mount Pleasant Road

Thank you to our incredible vendors, loyal customers, and cherished friends for being part of our remarkable 70-year journey. Your unwavering support has enabled us to grow, innovate, and continually strive for excellence. We look forward to many more years together. Visit us at summerhillmarket.com.

or backroom space to accommodate storage and staffing requirements. “This enables us to work in a much smaller footprint than what is typical and we are very accustomed to using freight elevators and accessing basements or second floors,” he says.

It is a formula that’s clearly working for Summerhill Market, which is celebrating 70 years of operation in 2024. This latest venture on Dundas Street West marks the culmination of an expansion plan for the grocer that has been in the works for the last five years. On top of five Toronto-based markets and a sixth in Aurora, Ont., Summerhill has a bakery and kitchen commissary where more than 800 freshly prepared items are made daily to ship to its stores.

The company also opened a 750-sq.-ft. event space in 2023, complete with a fully stocked, built-in kitchen, dining area with 25 table settings and a conference spot with a large screen and surround speakers. The grocer offers flower arrangements for any events hosted there and has partnered with JP Fine Foods to provide catering options, too. The space is primarily being used for corporate events and birthday parties, as well as by influencers promoting new products. There are also floral pop-up shops for special occasions such as Mother’s Day.

“Our Summerhill ecosystem is now set as we have the right number of stores to support the commissary … and it’s about balancing it all,” explains Brad. “I feel like we’re just getting started because we’ve levelled up and have proof of concept of a model that is not like other grocery stores.”

From its first location in Toronto’s upscale Rosedale neighbourhood, Summerhill has steadily grown its reputation for providing prepared meals that are far removed from typical home meal replacement fare. In addition to the No. 1-selling chicken pot pie, the markets carry everything from gourmet salads, tempeh bowls and sushi, to turkey dinners and hand-made gnocchi. Wonton soup is another current big hit. “Whereas others will bring [prepared] foods in and finish them off in the grocery store, all of our prepared meals are made from scratch ... and clean labels are really important to us,” says co-owner and vice-president Christy McMullen.

She says the secret to producing great-tasting prepared foods requires a willingness to keep trying and testing new recipes. “We taste everything and if we don’t like it, then we make sure it gets adjusted or taken off the shelf,” says Christy, noting that she

Retail profile

and her team get inspiration for recipes from going out to restaurants, watching cooking shows and scoping out trends on social media. “It’s complicated because, on top of that, you have to make sure [a meal] reheats well and is packaged well ... so there is a lot of testing going on.”

Chefs coming on board appreciate the opportunity to work regular hours in a state-of-the-art facility, says Christy, but sometimes their ideas may not translate into a product that’s feasible at home. “It’s also about being consistent and making sure it tastes the same every time, which is also a challenge,” she says.

“It’s insane the amount of detail that goes into every dish and I could talk for half an hour about all the things we’ve done over the years to make tweaks,” adds Brad. “But, most of our cooks have been with us for a long time, which is key because once we get it right, we can set it and move on.”

The fact Summerhill stores are drawing in a broader range of customers than ever before is testament to more shoppers seeking good-quality prepared foods, says Brad. “I think people used to think our stores were only for high-networth people, but now everyone who cares about nutritious food and services will shop here,” he says. At a time when food prices are under particular scrutiny, Brad says shoppers are realizing it can actually be more economical to buy prepared foods and reduce waste rather than stocking up on bulk deals they can’t get through fast enough. Plus, with six stores in operation now, he says there is more opportunity to be cost-efficient and pass along those savings to the customers.

The team is also keen to keep trying new ideas, even if they don’t always work out. For example, Summerhill launched a line of store-branded apparel in 2023 that has since fizzled out, says Christy. “We also stopped a daily barbecue we were doing at our Rosedale location because it was bringing in too much traffic for the space.”

A FULL FAMILY AFFAIR

Today, Summerhill Market employs 475 people across all its locations and has dedicated category managers tasked with finding the best products at the best price. At its helm, however, it remains a family-run enterprise through and through.

The first and now flagship store was started by Brad and Christy’s grandfather, Frank McMullen, who gave up his day job as

Top, founder Frank McMullen with a bakery truck, and Summerhill Market through the years

a school principal to try his hand at the grocery business in 1954. He opened Summerhill in Rosedale alongside his brother, who was a butcher, eventually taking it over entirely and working there full-time until just before his 89th birthday. Summerhill’s focus on customer service was apparent even in those early days, with Frank ensuring every item in his store was 100% guaranteed and sourcing products for customers when they weren’t readily available.

He encouraged all five of his children and grandchildren to work in the store, but it was his son Bob McMullen who took on the business after earning his degree and gaining some outside experience at Sun Oil. This job involved going to independent service stations to sell products and scope out new locations. “I realized that the most successful gas station operators were the ones who treated their customers like gold, washing their windows and checking their oil for free,” says Bob. He helped apply these same principles at his father’s store to ensure customer service and good quality were always top of mind.

Bob ended up running Summerhill for more than two decades and worked in its stores until 2017. Though he has passed the reins to his children, he still weighs in on the big decisions and was critical in scoping out properties for Summerhill’s expansion sites. Bob says finding the right location at the right size—in a good area with parking—takes tremendous time and perseverance. “I must have driven the area 50 times before finding this location,” he says of the Dundas site.

His son Brad started working at Summerhill Market at the age of 10 and went straight into the family business after university. “I worked in every department and did every job, which helped me understand all aspects of the business,” he says. “I had a lot of ambitions coming in and it took me a while to learn that the grocery business is really difficult and it wasn’t going to be as easy as I thought.”

Daughter Christy, a chartered accountant by trade, worked in the store throughout her childhood, then internationally with KPMG before returning to Summerhill in 2003, where she now manages the financial and human resources aspects of the business. A former chair of the Canadian Federation of Independent Grocers (CFIG), she is also an active industry advocate, earning the Federation’s prestigious Life Member Award in 2023. Christy is now chair of the Ontario Food Terminal.

“I think we bring different dynamics to the business, with different strengths and weaknesses, and I think that helps us support each other,” says Brad. “I am the go-getter and they may caution me on where there may be pitfalls … and as a team we work really great together.”

BEING A GROCER IS NOT FOR THE FAINT OF HEART

That’s not to say it’s been a painless route to 70 years as an independent grocer, cautions Bob. A key bone of contention—and

one the family (and CFIG) has been fighting against the last decade—is an unlevel playing field between independent retailers and chains when it comes to taxes. Bob discovered he was paying $250,000 in property taxes for his Rosedale location, while a nearby grocery chain was paying $80,000 for a site four times the size. With chains getting big breaks on property and parking taxes, he says it’s no surprise so many independents haven’t survived. While pushing for better rates was fruitful and Summerhill’s property taxes have gone down, he says there is still so much work to be done to get independent grocers on level ground with their bigger counterparts.

Another big hurdle for Bob personally was accepting his role as a grocer, where the hours are long and the challenges are daily. “You finish university and all your friends get these high-powered jobs and you’re working in a grocery store,” he says. “Even keeping two stores alive over 60 years was difficult and it’s not until I got Brad and Christy on board that we could really start expanding.”

Now, he says he wishes he had another 50 years to live to see how the business will evolve. “People like what we’re doing and are constantly thanking us for saving them time and aggravation,” he says. “It’s exciting and rewarding when people really appreciate what you do.”

For Christy, a particularly rewarding part of being an independent grocer has been witnessing the team at Summerhill thrive professionally. “Seeing the people I’ve worked with for a long time take on more responsibility, develop and become better businesspeople themselves, is the exciting part for me,” she says. “They’re the next generation taking it forward and I couldn’t be happier.”

Another key benefit of being a smaller grocer is the constant accessibility of management to deal with staff issues as quickly as possible, say the siblings. “Our people know we’re approachable and available and we literally know about issues first,” says Brad. Couple that with the fact employees are encouraged to make decisions and play to their strengths lends itself to nurturing a happier and more productive culture. “Everyone that works here is part of our ecosystem and encouraged to do things that make the business better,” he says.

What’s next for Summerhill Market still remains to be seen. There are no immediate plans for further expansion, but there is “absolutely the potential to open more stores,” says Brad—all while continuing to innovate within the current locations. “I think there is so much potential to do unique and interesting things in food retail, especially when you have the right people in the right place,” he says.

While there are 70-year-old businesses that are certainly bigger, national and multinational corporations, “we’re small and we’re still here,” says Brad. “I think that’s a testament to making the right decisions and doing the right things at the right time.” CG

Bob McMullen

Fresh

PRODUCE MERCHANDISING

THREE WAYS TO MAKE YOUR PRODUCE DEPARTMENT POP

With a mix of creative and old-school merchandising tactics, grocers can get fruit and veggie sales blooming

By Rebecca Harris

FRESH, BRIGHTLY COLOURED

fruits and veggies are a feast for the eyes, and the produce department plays a big role in attracting customers and driving sales. As we head into the bountiful summer and fall seasons, here’s a look at how grocers can entice customers and boost basket sizes.

DISPLAY OF PLENTY

Well-stocked, abundant displays are mission critical. “This is going to sound old school, but stack it high and watch it fly!” says Julie DeJarnatt, vice-president marketing and brand strategy at Chelan Fresh, a produce sales and marketing company based in Chelan, Wash. “The stores that show abundance of variety through multi-apple displays with a little creativity—think baskets of apples and complementary items like apple cider—are the stores that grab market share early.”

Toronto grocer The Sweet Potato also believes in that old-school adage. “If you have a great product at a great price, don’t be afraid to make your display much larger than usual,” says CEO Digs Dorfman. “To do this, you need to keep in mind appropriate handling for each item. So, if the item you’re featuring is tomatoes, make

sure you pile them wide and not deep, or they’ll damage.”

Eye-catching displays are also possible with packaged produce. Last year, Newcastle, Ont.-based Algoma Orchards’ newest apple variety, Snowflake, hit produce aisles in Ontario. The sweet and tangy apples come in a stand-up pouch featuring aesthetically pleasing, white and light blue graphics. “It’s a different colour and it looks a little different on the shelf, and it has really caught people’s eye,” says Kirk Kemp, owner of Algoma Orchards.

PRODUCE 101

For producers and manufacturers, it’s important to educate both retailers and consumers about new-to-them products and ways to prepare fruits and veggies. That’s a focus for Dole Food Company, which is rolling out Dole dragon fruit and five varieties of Dole mangoes to produce departments throughout North America.

“For dragon fruit and mangoes, which are still relatively new to some shoppers, an in-store education program is the best course to encourage product trial,” says Bill Goldfield, director of corporate communications at Dole Food Company in California. To support the mango launch,

the company released recipes (in store and across other channels) offering ways to enjoy the tropical fruit in salads, slaws, dressings, entrees and treats. Dole is also working to educate retailers and consumers about dragon fruit’s unique flavour and health benefits.

The Sweet Potato has a sign called “Check ‘Em Out,” which it uses to feature more unusual produce varieties, says Dorfman. “This past season, for instance, we had organic Ben Yagi sweet potatoes for the first time, which are a lovely and truly unique variety with both white and purple flesh inside.”

PAIRS WELL WITH OTHERS

Cross-merchandising is always in season. That can mean displaying products together to offer convenience or providing inspiration to buy items throughout the store. A salad shopper, for example, could be enticed into the berry category, says Ron Lemaire, president of the Canadian Produce Marketing Association, so grocers should think about visual cues. “It doesn’t have to be dramatic. It can be a simple image of berries in a salad.”

Even salad kits and fresh-cut fruits and vegetables can be cross-merchandised. “Be flexible and creative with cross merchandising—tie these items into seasonal displays where you can,” says Amanda Knauff, vice-president of sales at Taylor Farms, which produces salad kits, vegetable and salad blends, vegetable meal kits, as well as Earthbound Farm products.

“Produce is a great category to boost, and tying in fruit and vegetables [and other items] across different departments helps people to think outside the box when preparing meals,” explains Knauff. CG

PROUD SUPPORTERS OF

Aisles

DRINK IT IN!

Today’s beverage landscape is an array of functions, flavours and formats driven by healthconscious consumers. But, could this boom go bust?

By Matt Semansky

Quenching the thirst of Canadians is no simple feat. From functional ingredients to sugar-free to halal and kosher claims, consumers are asking for more—and less—from their beverages than ever before. For grocers and manufacturers, the sheer number of sports drinks, sparkling waters, kombuchas and sodas hitting the market has added layers of complexity to the category.

According to research firm Innova Market Insights, launches in the cold beverage sphere rose in Canada by an average of 15% between 2019 and 2023. Energy drinks was the fastest-growing subcategory over this period, rising by 95% over the five years, and among soft drinks and sports nutrition beverages, common claims made by new products included boosting immune health, plant-based ingredients and sugar free.

And health isn’t the only factor. During the research period, 66% of launches in the soft drink and sports nutrition categories claimed to be halal and 39% touted kosher bona fides.

“Canadian drinkers are more conscious about their beverage choices and are continuously assessing the permissibility behind them,” says Jenny Thompson, director, market strategy and understanding at Ipsos Canada.

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While several experts note that interest in benefit-driven beverages comes from all slices of the demographic pie, Thompson says millennials and gen-Z shoppers are driving the trend of what she dubs “label literacy.”

“[Millennials and gen Z] tend to be more proactive when it comes to their health and are over-developed for consuming products that meet a nutritional or metabolic need,” she says.

Whether it’s health or religious observance or other factors guiding a shopper’s beverage selection, it can feel as if retail refrigerators are stocked with products that meet every need. But, is there a downside to having so much choice?

Brad McMullen, co-owner and president of Summerhill Market in Toronto, wonders if a category crash is coming. “I almost feel like it’s oversaturated at this point. I feel like there’s a bit of analysis paralysis because there’s just so many options,” he says. “There’s all these new items and for every item we bring in, we have to de-list one … It’s almost like a survival of the fittest situation at this point because the selection is so high.”

For new products, the battle for shelf space is as competitive as it gets. But, chances are the survivors will be catering to at least one of the following trends.

FUELLED BY FUNCTION

More than ever, Canadian beverage drinkers are after more than just refreshment. Active and health-conscious consumers are seeking products that promise health benefits ranging from immunity to energy to mood regulation.

“‘Better for you’ is the whole guiding principle,” says McMullen.

Thompson from Ipsos agrees, predicting beverage options “that pack added nutritional and metabolic benefits” will continue to grow.

“Based on our data, we’re seeing growth for label claims related to ‘vitamin enriched or fortified,’” Thompson continues. “And anecdotally, the rise in adaptogenic beverages as [they] cross multiple beverage categories—both hot and cold— is one we’ll be keeping our eyes on.”

Indeed, brands such as Daydream Drinks and Rise—sparkling beverages infused with plant and mushroom-derived adaptogens—promise stress management and mood elevation benefits. But, while many shoppers are

discovering the mental and emotional side of their drink choices, immunity enhancement is the in-demand health benefit of the moment.

According to Innova Market Insights, 57% of Canadian soft drink and sports nutrition product launches from 2019 to 2023 claimed immunity benefits.

Prebiotics are also a hot trend, with their potential to regulate digestion and metabolism, blood sugar and calcium absorption. Crazy D’s, Cove Drinks and Thirsty Buddha are among the many beverage producers prominently featuring the prebiotic label on their cans.

ABSENCE MAKES THE HEART GROW FONDER

With all the attention paid to what’s in our drinks these days, it’s worth noting what’s not making it into cans and bottles is almost as important. From sugar to calories to preservatives, consumers are saying yes to products that proudly say no.

Nishat Gupte is CEO of Betty Buzz, a premium sparkling soda brand founded by actress Blake Lively that debuted in Canada at Whole Foods Market and Sobeys in 2024. Gupte says sell-through rates for its products, such as Ginger Beer and Sparkling Grapefruit, have been on par with the company’s U.S. sales and attributes this success to the beverages’ lack of artificial preservatives, colours and sweeteners.

Gupte and his company are encouraged by the response from Canadian customers and will soon introduce two additional flavours: Sparkling Oak Smoked Lemonade and Sparkling Apple Ginger Sour Cherry.

“The category is booming as the desire for healthy, delicious, creative food and beverage options continue to become a priority amongst consumers,” Gupte says.

Even when a drink makes little claim to being healthy, the value of missing ingredients can still be seen. Andrew Drayson, CEO and managing director for DD Beverage & Nutrition, says a focus on natural is what’s guiding the company’s strategy for its Bear n’ Beaver line of premium craft sodas that includes canned Root Beer, Cream Soda and Orange Creamsicle.

“If you look at craft sodas in the supermarket, they’ve got food dyes and high-fructose corn syrup,” Drayson says. “We use cane sugar, which is a premium, but it’s a better taste experience.

“We all know soda’s not super healthy,” he acknowledges, “but it’s a guilty pleasure and we want the consumer to enjoy a quality beverage.”

KOMBUCHA CONTINUES

If any beverage could be said to be the opposite of a guilty pleasure, kombucha might be it. Well established among health-conscious consumers, good-foryou has always been its selling point.

And kombuchas show little sign of losing their popularity in 2024. Brands such as Artizen, from Perth, Ont., whose Orange Turmeric brew launched in February and joined the growing list of drinks that claim to support immune health, continue to innovate.

“Kombucha continues to be incredibly strong, sales-wise,” says Digs Dorfman, CEO of Toronto retailer The Sweet Potato. “I never expected the trend to last as long as it has, but ... Our refrigerated kombucha section seems to grow by a few feet every year.”

THE MASH-UP

With the proliferation of beverage products growing each year, Summerhill’s McMullen wonders whether a new trend is about to emerge—one in which all the other trends merge together.

From kombuchas to flavoured waters, functional sodas, protein shakes and vitamin waters, “a lot of these products, I feel, are starting to cross-pollinate,” he says, citing sparkling teas as an example.

“I think maybe we’ve just run out of ways to make products that are better for you, so [manufacturers] are combining the attributes now to make something new,” says McMullen.

Whether new stones will be turned or existing products will be blended in new ways, for Gupte of Betty Buzz, it’s all about working with grocers to drive product trials and brand awareness.

“We work closely with [retailers] to ensure great in-store visibility, with beautiful displays and key point-of-sale materials.

“However, the proof is in the liquid and, ultimately, we know we are on to something because we see such high conversion rates when we conduct tastings,” he says.

In the competitive category of cold beverages, there’s no shortage of brands chasing Gupte’s proof of concept.

HUNGRY FOR INNOVATION

As the Muslim population in Canada grows, so does the demand for a more expansive selection of halal products

By Matt Semansky

SALIMA JIVRAJ HAS been following the halal food industry in Canada for more than a dozen years. The client services director and multicultural lead for Nourish Food Marketing in Toronto describes steady-but-significant growth that mirrors the doubling of the nation’s Muslim population over the past two decades.

According to 2021 Census data, the Canadian Muslim community now numbers approximately two million, or about 5% of Canada’s total population. Nourish reports the Canadian halal market is worth approximately $1 billion and is growing at a rate of 13% per year.

Jivraj says manufacturers and retailers have steadily improved their offerings over the years. “When we ask Muslim consumers about retailers and manufacturers, their opinion has always been neutral. But it’s tracking up to ‘good’ now.

“That’s a sign that retailers and manufacturers are getting better,” she says.

While Jivraj says “meat is still the fundamental baseline for halal,” serving halal shoppers demands innovation and offerings that cover a range of categories.

SWEET TREATS

Halal confectionery items include Ferrero Rocher’s Fine Hazelnut Chocolates and Nutella spread. And items such as Sweet Marshmallow Co.’s marshmallow treats are made using organic, grass-fed 100% halal beef gelatin in place of pork.

“There are some innovative things I’ve come across and confectionery has been very popular, especially in summertime,” Jivraj says. “People want to do things like

go camping and make s’mores, and [these products] allow people to partake and really connect with things that their colleagues and peers are doing and just be part of that whole Canadian experience.”

Faaez Al-hendi, vice-president of operations at the Kitchener, Ont. grocer Ammar’s Halal Meats, sees evidence of the same trends in his shop. “Halal options of the foods and snacks that many Muslim Canadians grew up around in Canada are much more prevalent,” he says. “Desserts like cakes and gummy candies using halal beef gelatin are more commonly found.”

READY TO EAT, READY TO COOK

Al-hendi says Ammar’s has experienced an increase of approximately 30% in annual revenue compared to 2019, with product innovation being one of the key drivers. And an increased emphasis on health has led to expansion in the frozen and grab-and-go sections of his store. Al-hendi lists products such as hummus, baba ghanouj, stuffed grape leaves and tabbouleh as items his customers tend to grab on the fly, while kibbeh, a bulgurand-meat dish for the grill, is a popular choice from the freezer section.

But, not everything needs to be health-forward for busy halal shoppers. Shalik Amanulla, senior brand manager, Maple Lodge Farms—which operates the Zabiha Halal food brand, says Muslim Canadians are as likely as anyone to prioritize convenience in fast-paced times.

“Muslim Canadians have shared that halal snacking options featuring protein

were lacking,” Amanulla says. “This led to the launch of Zabiha Halal Pizza Pockets, Corn Dogs and Chicken Sticks.

“While these items would not be considered innovative for mainstream consumers, they are new and exciting for halal buyers who have not had access to them in the past,” he says.

Sourabh Malik, vice-president, food at Walmart Canada, echoes this perspective. “As demand increases, we’re also seeing innovation increase,” he says. “One area I’m really excited about is the frozen category, with the opportunity to offer our customers even more ready-to-cook meals that are convenient and high-quality.” Malik cites halal chicken wings and burgers as examples.

KNOW YOUR AUDIENCE

While manufacturers and retailers have made great strides in meeting the needs of halal consumers, Amanulla says there is still room for improvement. “Grocery retailers without dedicated halal sections are potentially missing out on a consumer segment, which tends to have larger households and cooks at home more frequently,” he says.

Ammar’s Al-hendi, for his part, cautions manufacturers and grocers not to ignore the moral dimensions of halal. “When I think about what many Muslim Canadians really value when it comes to their food, it’s brand ethics,” he says. “They want to know that the brand they’re purchasing is willing to go the second mile for them through community involvement and awareness.”

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1 CRACKING THE CODE

4 SWEETER WITH AGE

In many South Asian countries, jackfruit, a cousin to the fig, is a vital source of starch and nutrients including vitamins C and B-complex as well as potassium.

India is the world’s largest producer of jackfruit, followed by Bangladesh. However, 40% of Bangladesh’s output is lost to spoilage because fruiting of most jackfruit trees is a high-yield (about 100 fruits per tree) and short-lived affair from May to mid-June called “Modhu Mash” (honey month) when mango, litchi and pineapple are also in season. In partnership with two agricultural bodies in Bangladesh, the University of Saskatchewan’s Global Institute for Food Security (GIFS) sequenced the genome of a year-round jackfruit tree. “Year-round fruiting would create more even supply, making the yield easier to handle,” says Dr. Andrew Sharpe, Bangabandhu research chair in food security at GIFS. This could help support a commercial supply chain in Bangladesh amid growing global demand for the fruit. Zion Market Research estimates the jackfruit market will surpass US$453 million by 2030, a 35% increase from $327 million in 2022. Canada could see “higher growth,” notes the report, because of the growing vegan population.

Jackfruit Four things to know

By Chris Daniels

2 THE HEAVYWEIGHT

With its yellow flesh found inside a spiky melon-shaped shell, jackfruit is the world’s largest tree-borne fruit, weighing anywhere from 10 pounds to more than 100 pounds, and grows mostly on the tree’s trunk rather than its branches.

3 CLAIM TO FAME

Jackfruit has gained notoriety for its natural, stringy texture before it fully ripens that is reminiscent of shredded meat—it’s a popular substitute for meat in vegan and vegetarian dishes. And, because it lacks a strong flavour profile, jackfruit can easily be adapted to many dishes including curries, stews, tacos and more.

Montreal-based Cha’s Organics, a brand of plantbased and gluten-free foods, sells young jackfruit canned in brine, which can be rinsed, cooked and prepared to look like pulled pork. “It’s the top-selling SKU in our canned fruit line by a wide margin over pineapple, mango and tropical fruit,” says Marise May, co-founder and vice-president of marketing at Cha’s Organics. Loblaws, Sobeys, Metro and Nature’s Emporium carry the product.

Ecoideas, a manufacturer of natural health products based in Newmarket, Ont., offers frozen, pre-prepared jackfruit shreds in three varieties: Plain, Spicy Mexican and Spicy BBQ. Denver-based Jack & Annie’s, which launched at Whole Foods Markets in Canada this past spring, makes frozen, ready-to-cook jackfruit tenders, patties, nuggets, buffalo wings and more.

Nature’s Emporium has found success with a “pulled pork” jackfruit sandwich on its grab-and-go menu. “We sample it in our stores and talk the benefits of this great fruit to consumers,” says Gina Nagel, event co-ordinator and a certified holistic nutritionist at the Ontario chain. “Quickly, it has become one of our most-loved sandwiches for all customers, not just for those who don’t eat meat.”

Jackfruit isn’t a onetrick pony. When the fruit fully ripens, the flesh sweetens and “tastes like a mix of tropical fruits— banana, mango, pineapple, grapefruit, all in one,” says Sharpe from GIFS. “It’s really quite nice.” Lucky Supermarket, an ethnic grocer in Western Canada, imports ripe jackfruit from Mexico between March and July and from Thailand and Vietnam from October to May. “We’ve been carrying it for years,” says Hong Nguyen, general manager at Lucky Supermarket. “When in season, we sell bulk as a whole or in cut pieces.”

Cha’s Organics markets a sweet jackfruit in pineapple juice to be enjoyed straight from the can, in smoothies or desserts and SaveOn-Foods carries Fiesta brand jackfruit ice cream.

The latest products hitting shelves

New on shelf! Aisles

1 DUTCHMAN’S GOLD PURE BEE POLLEN

A healthy addition to smoothies, yogurt or granola, Dutchman’s Gold Pure Bee Pollen has a mild, sweet taste and is packed with vitamins, minerals and amino acids that the company says can help “fuel an active lifestyle.” The product is sold in a convenient, resealable standup pouch that is easy to take on the go.

2 ENJOY!

Lactalis Canada is making a splash in the plant-based beverage arena with the launch of Enjoy!—a line of milk alternatives that offer eight grams of pea protein per 250-millilitre serving. Enjoy! is available in six varieties: Unsweetened Oat, Unsweetened Oat Vanilla, Unsweetened Almond, Unsweetened Almond Vanilla, Unsweetened Hazelnut and Unsweetened Hazelnut & Oat.

3 PURE J.L. KRAFT

Just in time for summer entertaining, Kraft Heinz Canada has launched a line of shelf-stable, premium dressings and marinades made with no artificial preservatives, flavours or colours.

Called Pure J.L. Kraft, the line includes 12 flavours, six of which are new to the salad dressing category, according to the company. Those flavours are Pomegranate Zaatar, Honey & Shallots, Miso Lime Ginger, Moroccan Lemon, Orange Turmeric Poppyseed and Black Garlic & Cracked Pepper.

4 SIMPLYPROTEIN BAKED OAT BARS

Ideal for a grab-and-go breakfast or an afternoon snack, these soft-baked, gluten-free and plant-based oat bars contain 10 grams of protein, at least four grams of fibre and only three grams of sugar. They’re available in boxes of four in either Cinnamon Almond or Roasted Peanut flavours

5 GOODVIBES SHOTS

These portable pick-me-ups are made with all-natural, organic ingredients that are said to provide functional health benefits. Goodvibes Shots are available in three varieties—Sick Day (echinacea, ginger, cayenne); Turmeric Daily (turmeric, ginger, chamomile) and Get Well (elderberry, ginger, hibiscus)—and are sold in 50-millilitre resealable spouted pouches that don’t require refrigeration. CG

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Express Lane

ON GUARD How to cope with the growing threat of cyberattacks

By Kristin Laird

HEADLINES OF HIGH-PROFILE

cyberattacks have become common in recent years. Like a domino effect, these incidents can lead to reputational damage, intellectual property theft, operational disruptions and recovery expenses. Keeping information safe is a growing concern. Canadian Grocer recently spoke to Sumit Bhatia, an executive in residence and advisor with Rogers Cybersecure Catalyst at Toronto Metropolitan University and chief business officer at BHive—a notfor-profit startup incubator founded in collaboration with the City of Brampton to attract international startups—about the biggest threats companies face today and the role generative AI plays for both attackers and defenders. This interview has been edited for clarity and length.

What is the greatest threat to a company’s data security?

In the cybersecurity world, we often say the biggest threat is people. We still have a long way to go to build capacity within the organization to realize this is not just a technology issue. This issue lies with how an organization operates. So, often when we hear about things like a DDoS [Distributed Denial-of-Service] attack or a malware attack or a social engineering attack, at the heart of that is usually an error made by some human who might not have secure passwords or could be clicking on the wrong link, or it could be an insider threat from somebody who’s not happy with the organization. So, there’s lots of different facets to it.

How can companies be proactive rather than reactive?

It starts with building a cybersecurity plan within the organization that is the responsibility of all people and will include training. How do you communicate basic principles to all members of the team so they realize this is something they have to do? I suggest doing it during orientation of new employees with regular training drills like sample phishing attacks so folks are more familiar with how to deal with them. The Canadian Centre for Cyber Security has published the Baseline Cyber Security Controls for Small and Medium Organizations and it’s a great place for businesses to get familiar with things they can do. The good part about the baseline controls is, I would say, about 70% of them are things that can be managed within the organization. They don’t need specialized experts, but it does require building a culture and a practice where they’re constantly doing things like multi-factor authentication, configuring an employee’s personal device that is used to access work, offering VPN connections and antivirus tools. And, of course, that they’re managing access control more effectively so they know who in the organization has access to different parts of the systems.

Do Canadian companies have the staffing expertise they need to work against cyber threats?

We’re seeing a real shortage of cyber talent. And because cyber talent is so

highly specialized, it’s very hard for small and medium companies to retain or hire that talent. But, one way that challenge is being addressed is through the re-skilling and upskilling of their labour forces. We’re also starting to see cybersecurity education not just from the lens of a degree program or a graduate program or a specialized certification … certain core capabilities can be performed by students who come out of a bootcamp program—there’s six-month, three-month and online programs. And depending on the size of the organization, it’s a good opportunity to lean on those programs for recruiting talent at the baseline level.

Is generative AI likely to increase the frequency and severity of cyberattacks?

GenAI’s effect on cybersecurity is quite significant. It has the ability to replicate social engineering at a high level ... So, when you receive an email that’s being generated by a GenAI tool, it can be so close to a human writing it that it’s hard to review. Also, the frequency and volume of the attacks it can generate is quite high. The way it collates data is quite significant. But, I’m cautious of talking about GenAI as just a threat because these tools are also able to combat some of these issues. So, generative AI is also being used in cybersecurity tools to provide security analysts with some incredible strategies and tactics CG

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