Canadian Grocer December 2023

HOW TO FIRE UP FROZEN FOOD SALES

THE RULES OF EMPLOYEE ENGAGEMENT

FOOD PRICE REPORT WHAT’S IN STORE FOR 2024?

DECEMBER 2023 • JANUARY 2024

GENERATION NEXT MEET THE INDUSTRY’S RISING STARS! Top Row: Hussain Bandali (Walmart Canada); Jeff Robertson (Bimbo Canada); Courtney Robertson (Federated Co-Op) Bottom Row: Nick Derkach (Metro); Maral Cheleyeva (Loblaw); Rameez Gulam (Unilever Canada). Check inside for all 27 winners!

WE KNOW HOW TO STAY’

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Contents

Dec. 2023/Jan. 2024 || Volume 137 - Number 8

10

61

Departments

TOP, FROM LEFT: SHUTTERSTOCK/MENTALMIND, PEOPLE COLUMN PORTRAIT: TANYA GOEHRING LENTILS: SHUTTERSTOCK/PUKAO

52

5 Front Desk 7 The Buzz 63 New on Shelf

23 Tech talk

Big names in the industry took to the stage at GroceryConnex to talk AI, automation and more

PEOPLE

10 A blossoming business

Blume’s Karen Danudjaja left a job in corporate real estate to create a superfood latte company IDEAS

Features Meet Canadian Grocer’s 2023 Generation Next winners!

52 Rules of engagement

How grocers can boost

HOW TO FIRE UP FROZEN FOOD SALES

29 Seizing the AI opportunity

NielsenIQ’s Carman Allison on how to get back to real growth

THE RULES OF EMPLOYEE ENGAGEMENT

57 The big chill

A Q&A with Loblaw’s Jonathan Carroll

What’s hot in the frozen food aisle

Grocery leaders share the biggest opportunities for 2024

20 Taking a hike FOOD PRICE REPORT - WHAT’S IN STORE FOR 2024?

DECEMBER 2023 • JANUARY 2024

Why this social media platform is ripe with opportunities for grocers

On the cover 2023 Generation Next winners Photography by Mike Ford

GENERATION NEXT MEET THE INDUSTRY’S RISING STARS! Top Row: Hussain Bandali (Walmart Canada); Jeff Robertson (Bimbo Canada); Courtney Robertson (Federated Co-Op) Bottom Row: Nick Derkach (Metro); Maral Cheleyeva (Loblaw); Rameez Gulam (Unilever Canada). Check inside for all 27 winners!

60 What’s brewing?

A look at how Canadians’ coffee habits are evolving

61 Lentils: Four things to know

New report forecasts food prices to rise 2.5% to 4.5% in 2024

21 The TikTok effect

Mintel’s Joel Gregoire on using artificial intelligence to elevate the shopper experience AISLES

16 Food waste warrior

17 The big question

enthusiasm and dedication in their workforce

See photos from this year’s sold-out GroceryConnex conference COLUMN

15 Driving growth in a down market

31 Rising on up

24 A banner day for grocery

Get the lowdown on these protein-packed legumes EXPRESS LANE

64 A taste of things to come

Kantar’s Amar Singh on the challenges and opportunities that lie ahead

December 2023/January 2024 || CANADIAN GROCER 3

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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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CELEBRATING THE NEXT GENERATION OF LEADERS Retail leaders took to the stage at our GroceryConnex conference in November, to talk ab out s ome of the big challenges and opportunities that grocers are facing today and will likely be contending with for years to come. Building the next generation of leaders was a hot topic of discussion.

Gonzalo Gebara, Walmart Canada’s president and CEO, said at his company, investment in the next generation of leaders was something being done “across the board.” He spoke of the company’s recent launch of the Live Better U education program, a $50-million commitment covering books and course fees to ensure employees are equipped with the skills needed for the future. “It’s the ability that we give our associates to pursue a career in different areas [of the business].

They can upskill themselves and maybe do more technical work in the future,” said Gebara. As we continue to evolve our processes and our stores, that’s going to be needed.” (Read more on how grocers are creating meaningful career paths for employees on page 52.)

Indeed, grocery depends on a steady flow of talented individuals to take on the future and ensure the sustainability and growth of the industry. In this issue,

we are delighted to introduce you to 27 dynamic young leaders that are stepping up and making their mark—our Generation Next winners of 2023! (Turn to page 31 to meet them all.) From store managers to sales and technology pros, innovative entrepreneurs and up-and-coming leaders tasked with improving the store experience, this year’s crop of winners are a truly impressive bunch. In their hands, the future of grocery looks very bright.

On behalf of the Canadian Grocer team, we wish you happy holidays. See you next year! CG

Shellee Fitzgerald Editor-in-Chief

sfitzgerald@ensembleiq.com

CANADIAN GROCER WINS AT THE FOLIO: EDDIE & OZZIE AWARDS! We won in two categories: Best

Magazine Section B2B for PEOPLE, who you need to know and Best Series of Articles, B2B for our Generation Next Thinking series. The awards recognize editorial excellence.

December 2023/January 2024 || CANADIAN GROCER 5

Get cooking with Windsor this winter

The Buzz

The latest news in the grocery biz Giant Tiger continues to grow.

The discount retailer opened its second store in Saint John, N.B. at 88 Consumers Drive in early November

Adonis Mediterranean Market, the Metro-owned Middle Eastern grocer, is setting up shop in London, Ont. in summer 2025

OPENINGS

After several months of construction and a $12-million investment, Metro’s discount banner SUPER C opened its 106th store in Buckingham, Que. on Nov. 30. The new 35,000-sq.-ft. store offers a wide assortment of fresh products and groceries the company says have been “adapted to local demand.” The store also features a wide variety of fresh meats, organic and natural products, a selection of craft beers and microbrews, as well as Première Moisson products.

Though an opening date has yet to be announced, LONGO’S says it will cut the ribbon on a new store in Mississauga, Ont.—the grocer’s fifth location in the city. Located at the intersection of Winston Churchill Boulevard and Argentia Road, the store will include the full assortment of departments, products and services the Empire-owned chain is known for.

METRO, GIANT TIGER, COSTCO WHOLESALE CANADA

COSTCO WHOLESALE CANADA opened its 21st warehouse in the Greater Toronto Area at 2260 Islington Avenue in early November. At more than 160,000 square feet, the new location features an on-site bakery, fresh meat, an expansive produce area, rotisserie chicken section and a large food court. The warehouse also offers 12 checkout registers, nine self-checkout stations, 1,200 shopping carts and 1,200 parking spots.

ADONIS MEDITERRANEAN MARKET is headed to London, Ont. in summer 2025. The Metro-owned Middle Eastern grocer will open a 45,000-sq.-ft. location in the newest phase of the Westwood Power Centre (developed by Southside Group), located at Wonderland Road South and Bradley Avenue. There are currently 15 Adonis locations in Ontario and Quebec.

In early November, GIANT TIGER opened a second store in Saint John, N.B. The 16,675-sq.-ft. location at 88

Located in Buckingham, Que., Metro’s newest Super C store offers a wide assortment of fresh meat, organics and natural products Costco Wholesale Canada opened a warehouse in the Greater Toronto Area in early November, featuring an expansive produce area, large food court and more

Consumers Drive offers the discount retailer’s usual fare in addition to its private-label brand, Giant Tiger Marché, across food, household goods and personal care categories.

EATALY debuted its second Toronto location in November—a 25,000-sq.-ft. space at Cadillac Fairview Sherway Gardens mall—and announced plans for a third location in 2024 at CF Shops at Don Mills in Toronto.

News to share? Tell us about your openings, comings and goings, etc. by dropping a line to sfitzgerald@ensembleiq.com December 2023/January 2024 || CANADIAN GROCER 7

Patrick Bui

Pedro Navio

Hajime Fujita

John Freitas

Mitchell Scott

Michelle Broom

Dollarama has appointed Patrick Bui as its chief financial officer. Bui brings 20 years of experience as a finance professional to the role, having previously worked at RBC Capital Markets and Morgan Stanley as an investment banker and advisor on growth strategies and financing for companies operating in various sectors of the economy. Bui most recently served as CFO with Canadian airline operator Transat A.T. Kraft Heinz has named Pedro Navio executive vice-president and president, North America. Having joined Kraft Heinz in 2017, Navio currently serves as president of taste, meals and away from home in North America. Prior to Kraft Heinz, he spent more than 15 years at Red Bull, most recently as CEO of Latin America. Navio starts his new role at the beginning of fiscal 2024.

Plant-based and dairy-free food maker Daiya has appointed Hajime Fujita to the role of chief executive officer. Fujita brings more than 17 years of experience in business and financial planning throughout the United States and the Asia-Pacific region. He was most recently vice-president, business planning with Daiya’s parent company Otsuka Pharmaceuticals. Fujita was a key player in Otsuka’s acquisition of Daiya in 2017.

He served as Daiya’s director, financial planning and analysis from 2018 to 2021.

Okanagan Specialty Fruits (OSF) has named John Freitas vice-president of sales and development. In his new role, Freitas is tasked with driving the company’s sales and business development strategies, fostering new partnerships and expanding the reach of the Arctic apple varieties. Freitas most recently served as head of foodservice for AeroFarms.

Following the resignation of Lejjy Gafour, Cult Food Science Corp. has tapped Mitchell Scott to fill the chief executive officer role. As co-founder of plant-based food company The Very Good Butchers, Scott brings more than eight years of experience in the plant-based and cultivated food sectors to his new role.

Michelle Broom is returning to her role as president of the Ontario Produce Marketing Association, a position she previously held from 2018 to 2022. She will lead the organization as it searches for a new president. Broom replaces Stephen Reid, who stepped into the role in February 2022.

8 CANADIAN GROCER || December 2023/January 2024

RETIREMENT

Mark McCurdy, vice-president of retail operations and brand strategy at Georgia Main Food Group, has retired. McCurdy began his career with parent company H.Y. Louie Co. Limited in 2002, working in the company’s advertising division. Since then, he has held several roles including director of advertising and marketing.

In 2013, he was promoted to general manager of advertising and marketing and appointed to the executive committee. Three years later, in 2016, he was tapped for his latest position.

AWARDS/RECOGNITION

The Canadian Federation of Independent Grocers (CFIG) handed out its INDEPENDENT GROCER OF THE YEAR AWARDS at a gala in Toronto in late October. The National Gold Award winners for 2023 are: 1. Denninger’s, Burlington, Ont. (small surface category); 2. Country Grocer Royal Oak, Victoria, B.C. (medium surface); and 3. Longo’s Stouffville, Ont. (large surface). The awards recognize retail excellence in areas such as customer service, store layout, merchandising, creativity and community involvement.

1

2

3

The 2023 Golden Pencil winners were honoured at a special ceremony during Canadian Grocer’s GroceryConnex conference in November. Pictured here: Susan Niczowski, president and founder, Summer Fresh Salads and Jamie Nelson, chief operating officer, Pattison Food Group. The Food Industry Association of Canada has been presenting the awards, which recognize lifetime contributions to the grocery industry, since 1957.

CFIG, GOLDMEDIA.CA, GEORGIA MAIN FOOD GROUP

PEOPLE

People

Who you need to know

A BLOSSOMING BUSINESS

How Karen Danudjaja combined her love of coffee shop drinks with wellness to create a superfood latte company, Blume

By Andrea Yu Photography by Tanya Goehring 10 CANADIAN GROCER || December 2023/January 2024

IN

2013, Karen Danudjaja graduated from The University of British Columbia’s commerce program and started her first full-time job in commercial real estate. Danudjaja’s role had her visiting cafés often for meetings over coffee. “I loved coffee shops, but everything was super caffeinated, based in syrups and full of sugar,” she recalls.

At the same time, Danudjaja was getting more interested in wellness, exploring superfoods and supplements.

However, she found the supplement aisles difficult to navigate. “I wasn’t feeling represented in that space,” she says.

“It was really inaccessible. You kind of have to be an expert or a nutritionist to understand ‘why should I take maca?’ or what moringa is and what it’s good for.”

Eventually Danudjaja came up with the idea of combining her favourite hot beverage flavours (such as pumpkin spice and salted caramel) with organic ingredients and the benefits of superfoods to concoct a guilt-free, powdered drink blend.

By 2017, while still in her commercial real estate job, Danudjaja had launched Blume’s first product—a turmeric latte blend—selling it at a smoothie shop that she often passed by on her way to work.

“It was super scrappy,” she recalls. “We made them in a commissary kitchen, using hand-labelled bags that we bought off of Uline [a packaging company].”

Less than a year later, Danudjaja quit her real estate job to go all-in on Blume.

“I had always wanted to do something entrepreneurial,” she explains. “I loved connecting with other business owners and founders and hearing what customers were saying. All of my brain space and free time was dedicated to Blume.”

At this point, Danudjaja had expanded Blume’s reach to about 50 small retailers, mostly in British Columbia with a handful in Ontario. But when the pandemic hit in 2020, Danudjaja launched Blume’s website and started selling direct-to-consumer, which saw the company’s sales grow by 300%. “People were thinking of health in a totally different way,” says Danudjaja of the pandemic. “We were shopping online and looking for comforting things.”

Blume’s growth was also thanks to the loyal customer base that Danudjaja had steadily established. “We have a really close-knit community of supporters,” she explains. “People who are customers of Blume are really long-term customers

that try all our different flavours.”

The year 2020 was a huge one for Blume in several other areas, too. Danudjaja made the move from a commercial kitchen to a co-packer and also launched new flavours: Matcha Coconut Blend and Blue Lavender Blend. With the company growing, she was able to make her first full-time hire who, to this day, works for the company on everything from customer service to logistics and innovation.

By the end of 2020, Blume had grown to a team of four full-time employees. But it wasn’t until 2022 that Danudjaja began targeting larger grocery retailers. Her first was Whole Foods Market, where Blume launched nationwide into 14 locations.

“They had said ‘no’ to the product a couple of times, so at first it was very discouraging,” Danudjaja recalls. “But when we finally got the ‘yes’ from Whole Foods, we were so excited.”

Next was Loblaws (in May 2023) and another nationwide launch that saw Blume available in 400 stores. “The first time I saw my products at Loblaws with my parents was a really special moment,” explains Danudjaja. “It’s a grocery store they shop at regularly and all of a sudden, Blume was on shelves there.”

Selling in grocery stores was a move that came out of Blume’s community— customers wanted the product to be more accessible so they didn’t have to wait for it to be shipped. “We do a ton of surveys, customer interviews and phone calls,” says Danudjaja. “We’re always listening and that’s what’s been key to our success.”

By the end of this year, Blume will be available in more than 4,000 stores across Canada and the United States, including a recent fall launch in Target.

Next year, Danudjaja says she will continue to grow and expand Blume’s reach in North America. “We’ll be launching a new product line in the new year, as well as adding additional flavours to the [current] lineup,” she says.

Looking back at her journey, Danudjaja recognizes the risks she took to start her own business. But she’s grateful for the support she has had along the way from her dedicated customer base—and her parents, too. “I was quitting my stable job to sell latte powders,” she says. “I’m sure my parents were scared for me. I was scared, too, but they were extremely supportive. Every time they buy a product, they tell their friends and they’re extremely proud. I’m very lucky to have their support.” CG

30 seconds with …

KAREN DANUDJAJA What do you like best about your job?

No two days are the same.

There’s so much variation in the work I do, and lots of problem-solving, which I love.

What has been your best day in the business?

Seeing my products at Loblaws for the first time with my parents.

It really was this super special moment to see their reaction.

They were very proud and excited for me. We caught it on video and it went semi-viral on TikTok.

What’s the best career advice you’ve received?

Just to start. When I talk to new entrepreneurs, I think one thing that holds you back is thinking it has to be perfect. Blume has shifted, morphed shapes, adapted and pivoted over the last five years. As long as you’re true to your values, your business plan changes all the time. I think it’s more important to get started and to learn and grow with it than it is to be perfect.

What is your favourite product from your lineup?

The Rose London Fog Blend. I make it with almond milk and I often add honey or maple syrup.

I usually have it in the afternoon.

What do you like to do when you’re not working?

I love to hike. I live in North Vancouver so we have access to some amazing hiking, like the trails in Lynn Valley. I also really love to cook. I don’t have a favourite cuisine; I always make different things, so I’m rarely cooking the same thing twice.

December 2023/January 2024 || CANADIAN GROCER 11

The Taste of a New Era

Powered by differentiated brands including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg’s Rice Krispies Treats®, RXBAR®, Eggo®, Kashi®, Nutri-Grain®, and more, Kellanova’s vision is to become the world’s best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people.

Learn more at Kellanova.ca ®

Q&A with Tony Chow, President, Kellanova Tell us about Kellanova?

Kellanova is a global snacks-led powerhouse with a worldclass portfolio of differentiated brands and a legacy stretching back more than 100 years. Kellanova stewards a portfolio of iconic, world-class brands, including Pringles, Cheez-It, PopTarts, Kellogg’s Rice Krispies Squares Bars, Nutri-Grain, Kashi, RXBAR, Eggo, and more.

Kellanova also has a global footprint, operating in more than 180 markets around the world including right here in Canada, and a long history of introducing and growing new products while building consumer loyalty through exciting marketing campaigns and smart expansion strategies.

What is the strategic vision for Kellanova Canada?

As a standalone company, Kellanova Canada (formerly Kellogg Canada) is in a strong position to unlock our full potential in this market. We’re entering this new era with bold ambition and an innovative strategic company vision to Differentiate, Drive and Deliver. This starts with pursuing differentiation in everything we do, while driving us to continuously improve, and find more efficient and effective ways of working. We’re also focused on delivering on our commitments to employees, our suppliers, our customers, our communities, and our consumers. Our foundation is solid, our trajectory is clear, and we are ready to drive market leading growth.

How will you bring it to life?

We compete in categories with brands that are highly differentiated which is a great place to start. We will continue developing a strong pipeline of innovations by going beyond new flavour offerings and into new platforms, like Cheez-It Snap’d, Pringles Snack Stax and Kashi Fruit Layered Bars. We’re attracting and engaging consumers in fresh and dynamic ways while delivering more of what they want. We’re taking strides to ensure that our products are available wherever our consumers shop. We’re also equipping our salespeople with cutting edge tools and technology, and we’re unleashing the power of data and analytics to supercharge insights, productivity and competitive advantage. And, more importantly, we’re striving to attract and retain the best people in the industry and create the kind of culture that will propel Kellanova Canada well into the future.

How will Kellanova Canada continue its Better Days Promise?

Building on the incredible 100-year legacy of Kellogg Company, the Better Days Promise is our commitment to advancing sustainable and equitable access to food by addressing the intersection of wellbeing, hunger, sustainability, and equity, diversity and inclusion. Kellanova’s renewed and improved Better Days Promise will enable us to continue to fulfill this purpose and make an even greater impact across those four key areas. In doing so, we’ll create better days for 4 billion people globally including here in Canada by the end of 2030, in line with the United Nations’ Sustainable Development Goals (SDGs).

How is Kellanova Canada investing in and supporting its employees?

We know our business is powered by the competitive advantage of our passionate, talented, and dedicated people.

Our purpose is to provide “a place at the table for all” and that starts with our workplace. We know that it takes a diverse mix of skills, experiences, and insights for us to do more, do it better, and achieve it faster than anyone else. We help employees unleash their full potential by encouraging everyone to bring their full self to work and providing opportunities to spark innovation and build capabilities. We champion our people as they develop, and we open doors as they advance. We challenge each other to push beyond what’s expected, we learn together when we face setbacks, and we celebrate our wins.

Why do you think Kellanova is a top employer?

Kellanova is regularly recognized with some of the most prestigious workplace awards such as Canada’s Top Employer, World’s Most Ethical Company, Diversity Top 50 company, Most Reputable Company, because we are committed to investing in our employees and fostering an innovative, agile, and performance-driven culture powered by the collaborative, inclusive spirit that we have long been known for. Our values unite us as one team and set us apart from the competition.

We employ some of the best and most passionate people, and we are committed to nourishing employee wellbeing by supporting their total health – physical, emotional, social, and financial. This includes launching innovative initiatives from learning and development, to total rewards, to employee volunteering so we can make a positive difference in the lives of our team members, consumers, customers and communities.

How do you feel about the future?

I’m extremely excited about the new Kellanova and our journey ahead as we build the next chapter of our 117-year legacy. We are a bold and ambitious company laser focused on driving growth in exciting expandable consumption categories. We also have a new and diverse leadership team ready to steward the company with a fresh outlook, all of whom have been change agents in the transformation of the company. I can’t wait to unleash the full potential of our passionate people and differentiated brands in Canada, and I’m thrilled to enter this new era with our incredible group. The future never looked brighter.

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Ideas

RETAILERS || SUPPLIERS || SHOPPERS || INSIGHTS

CONSUMER BEHAVIOUR

SHUTTERSTOCK/MAXX-STUDIO

DRIVING GROWTH IN A DOWN MARKET IT LOOKS LIKE a good news story: CPG sales in 2023 are trending upwards at +5.7%. But, the figure is fuelled by higher prices—not volume. “If we look at it from a dollar perspective, we’re actually not doing too bad,” NielsenIQ’s Carman Allison, told attendees at Canadian Grocer’s recent GroceryConnex conference. “But if you pull back and look at volume metrics, that’s where we’re seeing a lot of concern right now. Growth is starting to slow in our industry.” Volume growth is down 1% and lags national population growth (+2.9%).

In his presentation, “Value versus volume: Getting back to real growth,” the vice-president of thought leadership, North America, said though inflation has come down, there’s still an “inflationary ball and chain” dragging consumers around. In a recent NielsenIQ survey, 37% of Canadians said they’re in a worse financial position this year versus last year, with 87% saying they’re worse off due to increased costs of living. To ease the strain, Canadians are reducing non-essential CPG purchases (32%) and shifting to larger sizes (33%). They’re also changing food habits by eating leftovers (82%); avoiding food waste (41%); and eating less (20%)—all contributing to volume sales decline.

The million-dollar question for grocers and CPG companies is: how to grow in a declining market? Allison laid out four ways: PROMOTE WITH PURPOSE: As more promotions move to price-cuts,

38% of promotions aren’t breaking even. “This is an area where we basically can pull back a little bit on promotions, really scrutinize and look for ways to be more profitable on promotions overall,” said Allison.

MAXIMIZE ASSORTMENT: Both conventional and discount retailers are cutting assortment, which may be the wrong choice. Nearly 40% of consumers will buy elsewhere if they can’t find the products they’re looking for. “If you don’t have the right assortment … you’re potentially going to lose the sale,” Allison said. “We need to be more strategic with assortment, because assortment is your differentiator.”

INNOVATE TO STAY RELEVANT: While product innovation may be on the back burner, “this is the time when we need to come forward with innovation,” Allison said. He noted that manufacturers that had increased innovation in 2022 were 1.8 times more likely to grow overall sales than those with stagnant or declining innovation.

REACH CONSUMERS WHERE THEY ARE: The consumer wallet continues to evolve, with 48% of shoppers buying both in store and online. Online sales are gaining momentum and now represent 3.2% of CPG sales in grocer/drug/mass channels. “We need to have strategies that are focused on a balance of online and in-store strategies,” said Allison. —Rebecca Harris

December 2023/January 2024 || CANADIAN GROCER 15

Ideas

TAKING THE LEAD:

Loblaw’s Jonathan Carroll on overseeing the company’s food waste reduction efforts

By Chris Daniels

J O NAT H A N C A R RO L L h a s been with Loblaw Companies Limited for 15 years, and he is currently SVP of operations for Real Canadian Superstore.

In addition to this role, Carroll is leading a project that is significant not only for the entire company, but also for communities, suppliers, consumers and the planet: food waste reduction.

Here, Carroll, who is also the chair of Loblaw’s Food Waste Reduction Committee, talks about taking the lead on food waste. The interview has been edited for clarity and length.

Tell us about the goal behind Loblaw’s food waste reduction efforts.

As a company, our goal is to send zero food waste to landfill by 2030. This goal extends to our full enterprise, including franchise and associate-owned store operations, as well as our supply chain.

What is a change the company has made towards this goal?

We have long-standing partnerships with organizations like Food Banks Canada, Food Banks of Quebec and Second Harvest to help with our giving efforts.

We have increased our support for food recovery programs across Canada, working with more partners in our communities to ensure edible food is donated to people in need. We’re also forming innovative partnerships with organizations such as Flashfood and Loop Resource.

And lastly, we partner with ZooShare, a biogas company in the Greater Toronto Area that transforms oil and other inedible products from our stores into electricity for the grid. To make the most of our partnerships, we leverage their expertise to implement effective food waste diversion strategies.

What did this project need to get right from the start?

We have four areas of focus: engage and inspire our colleagues; data and reporting; drive donations; and supply chain.

To engage and inspire our employees, we wanted to make them active participants in our mission to inspire them to take a personal interest in reducing food waste in their community. To do this, we organized live training and education sessions with our donation partners Second Harvest, Food Banks Canada and Food Banks of Quebec. In 2023, we also created an e-learning module to educate colleagues on in-store practices, including donation best practices and our various food waste diversion programs. We also knew that data and reporting would be paramount to our success. We established a tracking system to help us monitor and report our progress. The data can help us identify what’s working and what needs improvement. This includes a food waste dashboard to help us track scrapping diversion and disposal rates at each store. To drive donations, in 2022, 100%

16 CANADIAN GROCER || December 2023/January 2024

of our eligible stores and distribution centres were matched with a local food bank or food recovery agency. When it comes to supply chain, we knew we needed to reduce excess inventory. That’s why we’ve adopted an advanced inventory management ecosystem to enhance forecasting accuracy, improve visibility and reduce lead times from vendors to customers.

What achievements has Loblaw reached so far?

In 2022, we donated more than 6.8 million kilograms of food to our [donation] partners. We leveraged new methods to not only reduce food waste, but also created additional revenue streams with Flashfood, which is live in more than 720 of our stores. Since launching in 2019, our partnership with Flashfood has diverted more than 40 million pounds of potential food waste and saved Canadians over $110 million on their grocery bills. In 2022, with Loop Resource, about 100 participating stores nationwide sent 17.7 million kilograms of food not fit for human consumption to more than 2,100 farms for animal feed and compost.

What does it take to get a big project from start to finish and achieve all the steps in between?

Hands-on involvement at each step of the process is important. It means individuals and teams from various departments and areas of expertise actively engage in every phase of the project. You’re not just relying on one group’s expertise—you’re drawing on the strengths and insights of your entire retail family.

In our new Taking the Lead series, Canadian Grocer is speaking to leaders from across the industry about a specific project or initiative they’re leading. Have a pitch? Send it to jmorgan@ensembleiq.com

TOP RIGHT: SHUTTERSTOCK/JASMINKAM, JONATHAN CARROLL, LOBLAW

FOOD WASTE WARRIOR

Ideas THE BIG QUESTION

WHAT ARE THE BIGGEST OPPORTUNITIES YOU EXPECT IN 2024?

Gary Sorenson

President and COO

GEORGIA MAIN FOOD GROUP

“Consumers will continue to be focused on their health and wellness. At Fresh St. Market and IGA, we will continue to seek out new and innovative health-conscious brands and offer the freshest produce, food and goods in our stores. For 2024, we will be offering even more fresh local products, natural and plant-based foods. Products that are gluten free, vegan and organic are highlighted throughout our stores alongside healthy recipe ideas. We will also provide healthy eating tips on our websites and on social media.”

Anthony Longo

Chief executive officer LONGO’S

“Demonstrating increased value to our guests is an area of opportunity. Whether through promotional offers, our Thank You Rewards loyalty program or our diverse range of Longo’s private-brand products, we are dedicated to delivering quality and value.

Our commitment to providing guests with budget-friendly meal planning and inspiring recipes empowers them to savour exceptional dining experiences with good value, at home or on the go. Our guests’ needs are at the forefront of our mission and prioritizing value-driven initiatives will help us get there.”

Brenda Kirk

Senior vice-president, merchandising

PATTISON FOOD GROUP

“The exciting thing about the grocery industry is how dynamic it is, and with continuous change comes opportunity.

Less disposable income in the consumer’s pocket, along with the threat of a recession, has prioritized consumer demand for value.

The big opportunity here is to reshape the value equation to ensure the customer gets the best value for their dollar. Helping the customer stretch their dollar and put dinner on the table for their family has become an important opportunity for both retailers and consumers.”

Joe D’Addario

Emma Race

CEO

NATURE’S EMPORIUM

Senior director of sustainability & social impact

“I see 2024 ushering in a multitude of opportunities.

Sustainability will continue to be a driving force—consumers are increasingly conscious of their environmental impact, and this is reflected in their purchasing decisions. Technological advancements are reshaping the retail landscape, and next year we anticipate leveraging emerging technologies to enhance customer experience both in-store and online. Lastly, the steady consumer shift towards health and wellness shows no signs of slowing down.

We expect to see a surge in demand for organic, natural and locally-sourced products. ”

“As we continue to prioritize our commitment to fighting climate change, we are constantly seeking ways to enhance our environmental sustainability practices. This next year holds great promise for our business as we embark on our strategy to reduce our Scope 3 emissions.

This work is crucial in our journey towards achieving net zero by 2050, as these indirect emissions account for nearly 97% of our carbon footprint. It is imperative that we collaborate with and support our vendors across the value chain to create opportunities to eliminate these emissions.”

LOBLAW

December 2023/January 2024 || CANADIAN GROCER 17

86% OF CANADIANS

KNOW THIS LOGO

IMI, April 2022

Here’s what

THIS LOGO STANDS FOR This logo represents a commitment to high standards in Canadian milk production. It stands for the sustainable practices that’ll help us reach Net Zero greenhouse gas emissions by 2050. It’s indicative of the way we care for our animals each and every day, and the dedication of Canadian dairy farmers to their communities.

APPLY

NOW

Ideas

TAKING A HIKE

New report forecasts food prices to rise 2.5% to 4.5% in 2024

ANTICIPATED CHANGES TO FOOD PRICES IN 2024

BAKERY 5% TO 7%

DAIRY 1% TO 3%

VEGETABLES 5% TO 7%

MEAT 5% TO 7%

FRUIT 1% TO 3%

RESTAURANTS 3% TO 5%

OTHER 2% TO 4%

SEAFOOD 3% TO 5%

THE FORECAST IS IN: Food prices will increase 2.5% to 4.5% in 2024. For a family of four, that adds up to a $16,297.20 grocery bill for the year, up $701.79 compared to 2023, according to the 14th edition of Canada’s Food Price Report from Dalhousie University, the University of Guelph, The University of British Columbia and the University of Saskatchewan.

By category, Canadians will feel the biggest pinch in bakery, meat and vegetables, where price increases are set to rise 5% to 7% each. Prices in dairy and fruit are both forecast to increase 1% to 3%, and seafood is expected to rise 3% to 5%. The researchers say the factors driving rising food prices include geopolitical conflicts, inflation and energy costs, among others.

“It’s starting to ease a bit. We’re already seeing that, and we’re going to see that through the end of this year,” says Janet Music, research co-ordinator at Agri-food Analytics Lab at Dalhousie University. “There are categories that are higher than others—bakery, for example, is dependent on grain, so we’re still seeing residual effects from the war in Ukraine.” Meanwhile, vegetables are energy-dependent and meat is dependent on both energy and grain. While other categories are stabilizing, Music says, “the problem is it’s slowing, but it’s still high.”

The ever-rising cost of food comes as Canadians face financial strains, including higher costs of living, rising interest rates and an increase in household debt, according to the report. And as prices soar and many Canadians struggle to put food on the table, trust in grocers is eroding.

The report notes there were widespread concerns about corporate behaviour, with allegations of profiteering by Canada’s major grocery chains frequently reported in the media and the subject of government attention. However, the Food Price Report points to Bank of Canada data indicating that retailers’ measured markups grew after COVID19, but the markup was inflationary. In 2022, when inflation was at its peak, “the growth in markups was nearly zero or in fact negative,” states the report.

The researchers believe the new grocery code of conduct will help stabilize prices, among other benefits such as promoting and enhancing innovation.

20 CANADIAN GROCER || December 2023/January 2024

TOTAL INCREASE IN FOOD PRICES 2.5% TO 4.5%

SHUTTERSTOCK

By Rebecca Harris

Ideas

THE TIKTOK EFFECT

On a platform where food is “huge,” what’s the opportunity for grocers?

By Shellee Fitzgerald AS A SOCIAL MEDIA platform, TikTok is a phenomenon, capturing the imagination and eyeballs of people around the globe with its user-created short-form videos. Statista reports that in 2022, it was the most downloaded mobile app worldwide and counted about 1.7 billion users.

Why should grocers care? Food is huge on TikTok; according to the company, it’s among the platform’s top five content categories (out of 58) with engagement continuing to rise. We recently spoke with Nik Djukic-Walker, head of partnerships and performance media at TikTok Canada, about why the platform’s content resonates with users and how grocers can use it to win customers. The interview has been edited for length and clarity.

TIKTOK CANADA

TikTok is known for its viral food trends—#GirlDinner and #FetaCheese pasta are two that come to mind.

Why do you think these captured the imagination of the platform’s users?

I think it’s just a function of the platform, where it’s straight entertainment … there’s literally a trend picking up every few weeks. #FetaCheese pasta started as a simple dinner recipe on TikTok and more and more people then started contributing to it, creating their own versions and spinning it; soon [feta] was an addition to grocery baskets everywhere.

People come to the platform to learn and they [come to learn] how to make the next great viral recipe. Food is huge on the platform—engagement on our platform is on fire when it comes to all things food and grocery. When you look at #ItsCorn, #CharcuterieBoard, #PancakeCereal, #ChoppedSandwich and #FruitRollUpIceCream, these are really interesting trends that just come out of the creativity of people on the platform.

#GirlDinner, for instance, started with a simple thing like an assortment of pretty much anything you could find in your pantry to create a “girl dinner.” Fast forward to now, it’s ended up as a menu item at restaurants. That’s the power of trends on the platform. We’re not social media, we’re entertainment.

How can grocery retailers tap into these trends and engage users?

I think for us it all boils down to being authentic. So, grocers can respond by understanding the shopper behaviours and addressing key concerns people are sharing on the platform; for instance, the cost of groceries or conveniences like home delivery or value additions, like sustainably-sourced ingredients. I think it’s crucial that brands remain transparent and show up authentically to connect with communities. So, #FoodTok or #GroceryHaul or #ShopWithMe, they’re not just hashtags that are popular on the platform, think of them as entire communities of people that brands can connect with. This can be done through creator partnerships, or by exploring tools … we have a suite of solutions that grocers can tap into, to really [seize upon] the trends.

Can you share some examples of how grocers have been effective on TikTok?

I’ll talk about two. They’re Canadian, so the first one really was the success story with Voilà by Sobeys. This was a big deal.

They really crushed it with their Trending 2 Table campaign; they leveraged that #FoodTok community to deliver trending recipes to table. So, users watched a video, they were then driven to a pre-populated cart on Voila.ca, but what [Sobeys] did was really interesting because they closed that loop. When the orders were

delivered by Voilà, their CRM auto-triggered a follow-up with a link back to that TikTok recipe, which encouraged people to get cooking. And then Loblaws, that was another success story and [the campaign] was something very easy and turnkey to do. They looked to our platform and the community of shoppers to simply drive awareness and consideration for their PC Optimum Points Days event.

Anything else?

It’s an exciting time for grocers. It’s an exciting time for retail media. And we are excited to build a framework where we can extend the reach of retail networks. For instance, for flyer content on TikTok, we recently introduced carousel ads that dynamically pull catalogue content and create an instant page with featured content. We’re saying there is also a place here for flyer content on TikTok, especially when we think about [people] hunting for deals and things.

We are also screaming towards a world with no [internet] cookies. So, a lot of platforms now are starting to talk about what does that world look like? What are those conversations? How do we leverage server-to-server to really help take your marketing budgets further, and really reach audiences where they want to be found? We’ve also recently launched our “out of phone” initiative. So, we’ve partnered with another company to bring TikTok content to digital out-of-home boards; it’s connecting the offline to the online world, and really making an interesting experience that can be found in the real world, not just on your phone.

December 2023/January 2024 || CANADIAN GROCER 21

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TECH

Ideas

TALK

GOLDMEDIA.CA

“What a data-rich business we’re in. Trouble is, are we using it? Are we maximizing it?

Let me make another statement about data that is important to all of us: There’s good data, there’s bad data and obsolete data— and you’ve got it all. And if AI is learning from the good, the bad and the obsolete, you’re not going to like what AI does for you. So, one of the things that’s powerful in our data-rich environment is to make sure we’re doing a little auditing of our data to get rid of the bad, to maybe make the obsolete invisible—but keep it for historical purposes—so that I’m really dealing with the right data.”

—DANIEL BURRUS, global futurist, strategic advisor

“In the stores, some of those robots and equipment are going to help us serve our customers better. They’re going to enable our associates to perform tasks in a much easier way so that we can take better care of our customers when they show up in the stores—product availability, picking for online orders, being able to make sure our front-end operation is more streamlined and that our customers can choose whether they want to use a self-checkout or a traditional checkout.”

—GONZALO GEBARA, president & CEO, Walmart Canada

At Canadian Grocer’s GroceryConnex conference in November, industry leaders shared insights on topics including shopper habits, loyalty and employee retention, all underscored by the theme of technology.

From automation to personalization and applications of artificial intelligence (AI), here are some highlights from what they shared:

“I’ve come to the conclusion in my 47 years [working in the grocery business that] when it comes to technology, believe about 10% of what you’re told, 15% of what you see, walk softly and carry a big stick. As you get into the technology, you have to take your time. You have to make sure that it’s the right thing for you.”

—DARRELL JONES, president, Pattison Food Group

“TikTok is this place unlike anywhere else on the internet, where brands have the opportunity to not only speak to their audiences, but really engage in dialogue and become authentic friends with them. And that’s a lot like dating.

When it comes to dating, you don’t just match on Tinder and then buy a house together, not in this economy. If only it were that easy. What you have to do is make that match. You build a relationship and then you get to the point where you become loyal to one another and you fight for each other. You really care about one another, and that really is the equation that you should be looking at when you’re trying to build a relationship with your audiences.”

—DAVE KIM, head of industry for retail, TikTok Canada

“We’re getting towards the end of a significant expansion in our distribution centre, and we’ll be putting automation in for the first time. Our team members in the distribution centre have tough jobs. The environment can be challenging in super cold, refrigerated areas … so finding tools that will help those team members do the job they want to do and be able to make sure we have goods on shelf in the best quality we can … and making sure the team has a fair shot at doing that every single day. That’s going to be a big step in automation for us.”

—DEB CRAVEN, president, Longo’s December 2023/January 2024 || CANADIAN GROCER 23

EXECUTIVES FROM ACROSS the industry turned out at the Fairmont Royal York Hotel in Toronto on Nov. 20 for GroceryConnex—a full day of presentations, discussions, networking and awards.

With the theme of “Evolving Retail,” the event focused on a range of topics including the burgeoning opportunities the “right” data provides (and the pitfalls of “bad” or “obsolete” data), the top applications of artificial intelligence and the state of vendor relations.

Against a backdrop of an economic downturn and personal financial strain, NielsenIQ’s Carman Allison outlined the ways in which Canadian consumers are shifting their shopping habits, describing them as “pressured,” “calculated” and “resilient.”(Read more on page 15.)

In the retail leadership panel, Walmart Canada’s Gonzalo Gebara, Pattison Food Group’s Darrell Jones and Longo’s Deb Craven discussed the importance of fostering talent, rebuilding trust with consumers and supply partners, automation and customer service.

Canadian Grocer also recognized 27 of the industry’s rising stars with the 2023 Generation Next Awards (read more on page 31), and capping off the day was the Food Industry Association of Canada’s Golden Pencil Awards, which this year honoured Jamie Nelson (Pattison Food Group) and Susan Niczowski (Summer Fresh Salads). CG

24 CANADIAN GROCER || December 2023/January 2024

GOLDMEDIA.CA

A BANNER DAY FOR GROCERY

Ideas

December 2023/January 2024 || CANADIAN GROCER 25

EUROPE: THE HOME OF GREAT CHEESE

Century-old cheesemaking traditions garner impeccable taste and quality it comes to exquisite, palate-pleasing cheeses accessible to retail customers, the European offering stands strong. As the cradle of fine cheesemaking, Europe is home to thousands of producers and exports the world’s most iconic cheeses across the globe.

When

Be it the diversity of France’s 1,200 cheese varieties, or the unique tastes of Austria’s Alpine offerings, cheese producers in Europe have been leveraging centuries of cheesemaking experience to bring today’s consumers a wide choice of superior products.

Camembert, Brie, Comté, PDO, Beaufort, PDO and Fourme d’Ambert, PDO (CNIEL is the cow’s milk inter-branch organisation.) are cheese varieties known the world over, that evoke France’s rich dairy history. Every cheese reflects the natural environment where it was produced, resulting in a breadth of textures, colours, tastes and sizes.

(French cheeses are available from 1.5 ounces to 150 pounds.)

In Austria, mountainous pastures create the perfect backdrop for raising cattle essential in producing the region’s hard, semi-soft and soft cheeses. These cheeses are produced primarily by small, family-owned businesses dedicated to their craft. The skills of these dairy farmers and cheesemakers, guided by the knowledge and experience passed down over generations, is what gives Austrian Alpine cheeses their unique flavour. With a wide spectrum of over 400 cheese varieties, flavours can be soft and mild, or sharp and robust.

When consuming cheeses from France and Austria, consumers can count on stringent standards in place, recognized by the European Union (EU), to guarantee authenticity of place, quality and

cheesemaking techniques. The Protected Designation of Origin (PDO) label on many European cheeses signifies that the cheese is made only within a limited geographical region by skilled local producers who use specific ingredients and time-honoured traditions.

The EU’s comprehensive laws around agricultural products also contribute to making European cheeses so unique. Sustainable farming practices and strict standards for animal feed and farm and dairy hygiene mean quality is never compromised. Many dairy animals in the EU graze almost solely on grass, which results in higher Omega-3 fatty acids in their milk and subsequently the delicious cheese produced from it.

These cheeses, which are protected by PDO standards, preserve the traditional know-how and cultural heritage of rural areas, while also providing a source income and employment for their inhabitants,” says Charles Duque, Managing Director of CNIEL | The French Dairy Board, Americas.

SPECIAL PROMOTIONAL FEATURE IN CANADIAN GROCER | DECEMBER 2023/JANUARY 2024

FUNDED BY THE EUROPEAN UNION. VIEWS AND OPINIONS EXPRESSED ARE HOWEVER THOSE OF THE AUTHOR(S) ONLY AND DO NOT NECESSARILY REFLECT THOSE OF THE EUROPEAN UNION OR THE EUROPEAN RESEARCH EXECUTIVE AGENCY (REA). NEITHER THE EUROPEAN UNION NOR THE GRANTING AUTHORIT Y CAN BE HELD RESPONSIBLE FOR THEM.

FOR EUROPEAN CHEESES, aging is optimal

European cheeses are perfectly ready to eat because they are ripened to optimal maturity. Ripening isn’t just about aging either.

As European cheesemakers over the centuries have discovered, cheese needs to be aged in the right conditions using best practices—exposure to mold, controlled temperatures and proper humidity—to ensure that the cheese’s unique characteristics and flavour profiles can prevail.

With European cheeses, aging adds great value too. In fact, many places in Europe have been converted into ripening cellars producing some of the most valued cheeses in the world. Fort des Rousses in France’s Jura region is one example where thousands of Comté, PDO cheese are aged every year. Austria’s Vorarlberg Mountain Cheese, PDO is known for its fine tangy taste developed over a ripening period of at least six months, and aged cheeses such as Mimolette are low in lactose so they are compatible for people with digestive disorders.

BRINGING GREAT TASTE to Canadians

Canadians love their cheese with an average yearly consumption of 13 kg of cheese per person. As the market for natural cheeses grows, more and more Canadians are discovering the versality of European cheeses, be it for entertaining or for comforting family dinners at home. Millennials in particular are looking for more global food experiences and are willing to pay a premium for sustainable, quality products. Cooking at home more often has increased the demand for comfort and pleasure foods that European cheeses can provide.

“According to industry insiders, the demand for these exquisite cheeses is on the rise, driven by the expanding selection available to Canadian consumers. This includes an influx of delectable cheese imports from the European Union, enriching the Canadian culinary scene with more delectable options for cooking and crafting delicious recipes.” Duque says.

With their diversity of flavours and textures, European cheeses can provide the perfect complement to a meal or the starring role on a charcuterie board. They also make ideal pairings in sweet and savoury dishes. Available in many convenient sizes, European cheeses are great for snacking on the go too.

While specialty shops offering premium cheeses are popping up across Canada, grocers are also responding to the growing demand for, and subsequent import of, European cheeses to differentiate themselves from competitors and offer their customers more options. In expanding their cheese shelves with competitively priced, quality products, they’re enticing grocery shoppers to expand their palates too.

Be sure to add European Cheeses to your in-store offering!

FOR MORE INFORMATION, PLEASE CONTACT: Charles Duque, Managing Director, Americas, CNIEL | The French Dairy Board, C: +1 646 645 0220, cduque@cniel.com Julia Goeschelbauer, Head of Export Marketing, Agrarmarkt Austria Marketing GesmbH, m: +43 664 829 3147, julia.goeschelbauer@amainfo.at

SPECIAL PROMOTIONAL FEATURE IN CANADIAN GROCER | DECEMBER 2023/JANUARY 2024

FUNDED BY THE EUROPEAN UNION. VIEWS AND OPINIONS EXPRESSED ARE HOWEVER THOSE OF THE AUTHOR(S) ONLY AND DO NOT NECESSARILY REFLECT THOSE OF THE EUROPEAN UNION OR THE EUROPEAN RESEARCH EXECUTIVE AGENCY (REA). NEITHER THE EUROPEAN UNION NOR THE GRANTING AUTHORIT Y CAN BE HELD RESPONSIBLE FOR THEM.

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FOOD BYTES || Joel Gregoire

Seizing the AI opportunity

Embracing artificial intelligence can elevate the shopper experience and open up new opportunities The pandemic amplified the growth of online grocery shopping as shown by the nearly one-third of shoppers who make at least some purchases in this manner. This shift has enabled a deeper integration between tech and shopping behaviours, leading to profound implications for interactions both online and in the store with consumers.

Saving time is the main reason consumers shop online and this seemingly obvious, yet important, rationale can also apply to in-store experiences, with self-checkout aisles being a clear example. However, this is just the beginning, as advancements in

HOW CONSUMERS THINK ABOUT TECHNOLOGY WHEN GROCERY SHOPPING “Do you agree or disagree with each of the following statements?”

63%

37% I regularly use self-checkout at grocery stores*

49%

37%

51%

63%

I’d be interested in using artificial intelligence to find discounts on groceries

I’d be interested in using artificial intelligence to make my grocery trips quicker

Agree

generative artificial intelligence (AI) open up the potential to supply more tailored experiences to meet individual needs at lightning-fast speeds.

Our research shows that half of shoppers are interested in using AI to find discounts. There is no reason for its impact on shopping to end there. Generative AI enables a level of customization that was, until recently, unfathomable. For example, instantly creating shopping lists that cater to a near-unlimited range of specific needs, including addressing different dietary considerations. In this respect, retailers that invest in AI can elevate their banners beyond being a place to buy products and also position themselves as an advisor to consumers, helping meet their needs.

AI also holds the potential to introduce shoppers to ideas they might not have otherwise considered.

For instance, an often-referenced use case is to query generative AI about meal suggestions across a range of criteria. This includes meeting specific dietary needs, providing suggestions for special occasions or just asking for ideas on what to make for dinner on any given night.

With many open to the idea of using AI for guidance when it comes to what they buy, the opportunity for grocery stores is to further integrate this into the shopping experiences they provide. For instance, can the foods and ingredient recommendations be easier to find in the store? Can retailers provide an optimal pathway for consumers when shopping for recommended foods to make their trips quicker? Can stores use AI to predict future areas of demand based on inquiries in both the near and long-term?

Another consideration is how AI might affect impulse purchases. Will instantly available customized shopping lists based on specific needs take some of the exploration out of grocery shopping? It’s hard to say, but it doesn’t have to. Clever and considered merchandising will always be important when it comes to in-store shopping. As the saying goes, “eye appeal is buy appeal” and no matter how far technology advances, this axiom will likely hold.

Furthermore, it’s important to consider the role generative AI can have in providing shoppers with ideas they might not have otherwise considered, potentially revealing new areas of opportunity.

If anything, the events of this decade thus far have clarified the importance of embracing new ways of operating. Generative AI has the potential to be the next iteration in how technology interacts with shopping habits, and the retailers that embrace it can reap the rewards. CG

Disagree

SOURCE: KANTAR PROFILES/MINTEL, JULY 2023 BASE: 1,939 INTERNET USERS AGED 18+ WHO ARE RESPONSIBLE FOR GROCERY SHOPPING IN THE HOUSEHOLD, * 1,919 INTERNET USERS AGED 18+ WHO HAVE SHOPPED FOR GROCERIES IN-STORE IN THE PAST MONTH

Joel Gregoire is associate director, food & drink at Mintel, the world’s leading market intelligence agency. Based in Toronto, Joel researches and writes reports on Canada’s food and drink industry. @JoelDGregoire

December 2023/January 2024 || CANADIAN GROCER 29

K GE D C EAM NI ED IN C MM NI Y At Kruger Products, we are guided by our mission: “Making everyday life more comfortable” – for our colleagues, customers, consumers and communities.

For our communities, comfort with Kruger Products comes from our high-quality household tissue paper products that are part of the Canadian consumer’s everyday life, as well as from the purposeful programs like the Cashmere Collection and Kruger Big Assist supporting those in need.

At Kruger Products, our team is inspired to make an impact.

Expect to do something great.

Visit: krugerproducts.ca/careers for more information.

EXCL

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© 2023 ® Registered Trademarks and TM Trademarks of Kruger Products Inc. ®’ Registered trademark of Kimberly-Clark Worldwide, Inc., used under licence.

Generation Next

risıng on

To meet the challenges and opportunities that lie ahead, the grocery industry needs a pipeline of dynamic young leaders.

Lucky for us, the industry is brimming with bright, young talent. Want proof? Check out our 2023 Generation Next winners.

These 27 rising stars—all under age 40— are making their mark across all areas of the business from store operations to sales to sustainability and more—and they’re just getting started! Turn the page to meet the up-and-coming leaders who are helping redefine grocery.

By Chris Daniels, Rebecca Harris, Danny Kucharsky, Rosalind Stefanac and Andrea Yu

December 2023/January 2024 || CANADIAN GROCER 31

Congratulations Ryan Scanzano BUSINESS DEVELOPMENT MANAGER

Please join us in congratulating Ryan Scanzano on his Canadian Grocer’s 2023 Generation Next award win. We’re thrilled that you’ve been recognized for your commitment to innovation and strong leadership in the Canadian Grocery industry.

Well done from all of us at Kruger Products!

© 2023 Kruger Products Inc. ® Registered Trademarks and TM Trademarks Kruger Products Inc. ®’ Registered trademark of Kimberly-Clark Worldwide, Inc., used under licence.

CONGRATULATIONS CHANTELLE SCOLA One of this year’s winners of the GenNext award.

Chantelle’s accomplishments with UNFI canada: OVERCOMING CHALLENGES Chantelle’s calm leadership during COVID-19 and during the B.C. Flood showcased her ability to navigate challenges and ensure a steady food supply.

CHAMPIONING COLLABORATION Chantelle’s collaborative efforts within UNFI earned her the Circle of Excellence award. She is an inspirational leader for her team and a mentor for all seeking her help and guidance.

COMMUNITY INVOLVEMENT Chantelle is an active community member donating monthly time to food banks and women’s shelters in her area.

Congratulations to Chantelle & to all other GenNext 2023 Winners!

Generation Next PHILIPPE ARCHAMBAULT

VP, Revenue Management and Category Management A. LASSONDE Only nine months after joining A. Lassonde in December 2021 as a revenue management director, Philippe Archambault was promoted to vice-president of revenue management and category management, overseeing 24 colleagues.

“Lassonde has been

growing really fast over the past couple of years, so they hired me to bring a higher standard in revenue management to the toolbox for the key accounts,” Archambault explains.

He has succeeded in democratizing that toolbox, giving his team access to vital financial and market data that improves their decision-making capabilities.

Archambault joined Lassonde after seven years at Labatt. Among his accomplishments at that

company was work on a pilot test to revamp CoucheTard’s cold room where most beer is sold, a move that led to category growth and an improved shopping experience for consumers.

In the food industry, “every decision we make has an impact for the millions of Canadians who shop daily.

That motivates me to make sure we do everything with the highest standards.”

Archambault hopes to grow in his current role and learn more about supply chain

and production. In the longterm, “I see myself leading an even larger team.”

NIEKO ARNINI

Manager, Human Resources Canada CONAGRA BRANDS CANADA Nieko Arnini’s career in the grocery industry began right after graduating from York University, when she joined Loblaw Companies Limited as an HR project co-ordinator.

She has since acquired experience in multiple disciplines within HR business partnering such as analytics, banking and retail, which she brought with her to Conagra Brands after joining the company in November 2022.

Despite her short tenure, Arnini has established trust among her colleagues. “With every interaction, I listen and show up as my authentic self,” Arnini explains. “That is key in building trust with your business partners in the early stages, and the rest will follow over time.” Arnini’s communication skills have also bolstered her credibility within the company. “It’s important to know when to speak up and when to listen and absorb,” she says.

Arnini’s journey at Conagra isn’t an independent one. As the head of her company’s culture board and an executive sponsor of the diversity and inclusion council, Arnini spearheads volunteer opportunities to foster connections with the community and a sense of belonging among employees. “Building a strong culture is an important part of any organization,” she explains.

“I am proud to be leading a group that shows passion and commitment towards building that at Conagra.”

JULIA BALDARO

Senior Brand Manager, Snacks Business GENERAL MILLS

The increasing responsibility Julia Baldaro has earned at General Mills is impressive when you consider she only turned 26 this year. She ascended to her current role in September, when promoted for a second time since joining the food company in 2019.

One of her biggest achievements? Having spearheaded a holistic margin management review. “We were trying to fix processes that had been in place for decades,” she explains. “It required working with team members

across North America.” The result of her hard work has led to cost-savings for the company in the short term of more than $4.6 million, and in the long term of more than $30 million.

She has enjoyed problemsolving since childhood.

“I’ve always loved jigsaw puzzles, crosswords, escape rooms—all that,” says Baldaro, who earned a bachelor of commerce at Queen’s University in Kingston, Ont. Her impact at General Mills extends to DEI (diversity, equity and inclusion). Baldaro co-created the Canadian chapter of Betty’s Family, General Mills’ global LGBTIQA+ employee resource group for helping employees be better allies.

“Many people have come to us [who have] a child coming out and [are] in need of resources,” she says adding, they “tell us how thankful they are for this group.”

December 2023/January 2024 || CANADIAN GROCER 33

Unilever Canada is pleased to congratulate

Rameez Gulam Head of Ice Cream Canada on receiving a

2023 Generation Next Award, recognizing his leadership, passion for people and commitment to the grocery industry.

Unilever Canada congratulates all of the

CANADIAN GROCER GENERATION NEXT AWARD WINNERS

Generation Next HUSSAIN BANDALI

Senior Director, Store Layout & Experience WALMART CANADA

Since joining Walmart 12 years ago, Hussain Bandali continues to demonstrate his prowess in developing and executing highimpact initiatives at the retail giant.

As a buyer, he launched the Blackweb electronics brand in Canada, which then rolled out across Walmart International in South Africa, England and the United States. He also executed a new merchandising strategy that helped popularize several key grocery categories.

Bandali was responsible for developing three prototype stores in Ontario that are now the basis of Walmart remodels across the country, with 130 remodel completions expected by the end of the fiscal year. In leading the store space and design teams, he is currently helping ensure Walmart stores are built and renovated to support the evolving needs of Canadian customers well into the future.

“In 2019, I was fortunate enough to be part of the Walmart International program where I lived and worked in China and was able to immerse myself in all things digital,” he says, noting that this was a great opportunity to see first-hand how innovative retail can be. “Now we’re working on using digital to solve key customer problems,” says Bandali.

MARAL CHELEYEVA

Senior Manager, Analytical & Data Platforms LOBLAW COMPANIES LIMITED

In only three years at Loblaw, 29-year-old Maral Cheleyeva has already made a huge impact in leveraging technology to improve operations and shopper experience. In recognizing that data is power, she created a real-time dashboard that converts customer information

ALLISON BENNER

Senior Manager, Communications, Learning & Development LONGO’S

Allison Benner says being part of an organization that “walks the talk” when it comes to putting team members first, has enabled her to roll out various initiatives that are helping Longo’s staff feel more connected and valued.

Her role in developing and executing a comprehensive communications strategy is not only enabling better employee engagement, but is fostering a more collaborative corporate culture as well.

Her current role in facilitating allyship training is helping cultivate a more inclusive environment, too.

“I took the online training and converted it into a PowerPoint presentation that had more retail application and could better fit within a manager’s physical workflow,” says Benner. “We’ve also moved

collected in-store and online into valuable insights that can be leveraged to improve decisions around dayto-day store operations, peak season plans and promotional offers.

Cheleyeva and her team also developed an innovative tool that allows Loblaw’s entire loyalty business to monitor vast amounts of data in real-time across complex systems. “Instead of working in silos, we created a single pane of glass to bring all that information into one place,”

our town halls virtually to accommodate those who can’t attend in person.”

Beyond the boardroom, Benner brought Longo’s merchant and service awards online during the pandemic, making them more interactive and fun.

Drawing from the popular U.S. docuseries Humans of New York, she recently introduced a “Filling Your Basket” initiative that profiles Longo’s executives so employees can get to know the people behind their titles. “It’s about humanizing the executives and giving employees a better way to connect,” she says.

she says, noting that this enables an end-to-end view of the customer experience and a better perspective on how to improve it.

With previous jobs in finance, accounting and communications, Cheleyeva thrives on the fast pace of the grocery retail environment and the satisfaction of solving complex issues through technology. “In IT, there is always a new challenge and that keeps me passionate about what I do every day,” she says.

December 2023/January 2024 || CANADIAN GROCER 35

Congratulations to our 2023 Grocery Connex Generation Next Award Winner

Julie van Wyck As the Head of Corporate Strategy & Development, Julie’s exceptional leadership and collaboration in driving numerous key initiatives across our business has been instrumental to Empire’s success.

Her dedication to the Canadian grocery industry and her remarkable commitment to our community serves as an inspiration to all of us at Empire.

Generation Next RAMZI COTRAN

Senior Key Account Manager MARS WRIGLEY

Ramzi Cotran’s love and passion for the Mars brand dates to his childhood, when his grandmother always had Mars chocolate bars tucked away at home or in her purse, ready to brighten his day.

He joined Mars Wrigley in May 2022, after stints at Reckitt Benckiser, where he introduced innovative

product bundles online, and Kraft Heinz Canada, where he launched products in the refrigerated salad dressing portfolio that reinvigorated the category and led to increased market share.

Cotran says his current role mirrors events from his childhood in Switzerland, where Friday nights were rich in problem-solving while playing board games and completing 1,000-piece puzzles with his siblings.

“Now, I navigate through intricate business challenges,

NATALIE DEJONG

Senior Brand Manager, Fine Cheese LACTALIS CANADA

As senior brand manager of Lactalis Canada’s fine cheese portfolio, Natalie DeJong says her responsibility for ensuring the company presents consumers with the right offerings in the right formats is even more important in today’s challenging economic environment.

DeJong, who focuses on everything from brand strategy and communications to budgeting and long-term planning, notes that “in inflationary times, people may not be taking as many vacations, but they tend to try and create special moments at home, and the brands I work on are really able to elevate those moments.”

Over the last two years, DeJong has worked on a Balderson brand renovation that included expanding the portfolio outside of cheddar and Gouda, new packaging design and positioning, and a relaunch of Galbani fresh mozzarella in a variety of package sizes. Though the overall deli cheese segment is flat, Lactalis Canada brands are up in tonnage and dollars this year. “It’s a phenomenal accomplishment,” she says.

DeJong would love to continue her career in marketing, managing larger and more complex brands in the fast-paced CPG industry. “The brands I’ve worked on bring joy to so many Canadians.”

each day being like a puzzle where the objective is to develop strategies that resonate deeply with our consumers.”

He’s been instrumental in revitalizing the chewing gum category at Mars Wrigley to pre-pandemic levels, and has played a role in enhancing customer satisfaction through additional in-store displays, signage and placement.

Cotran envisions a career at Mars Wrigley where continuous learning,

NICK DERKACH

Manager, Labour Management

METRO ONTARIO

Like many young, bright minds in the sector, Nick Derkach got his start in grocery with a high school job. Hired by Ultra Food and Drug (now Metro) in Dundas, Ont., he continued his employment while earning a bachelor of engineering and master of engineering design at McMaster University.

He expected his degree would take him elsewhere, but he became a full-time grocery clerk after university and then assistant store manager, while participating in projects such as the rollout of a new cash register system. Derkach moved into labour management in 2016 and since 2018 has overseen the department for the Metro banner in Ontario.

Putting his engineering education to use, Derkach helped conceive and implement a science-based approach to optimizing

personal growth and infinite possibilities can be intertwined with his CPG journey.

labour allocation for every department in a store.

“Prior to my role, labour allocation was about looking at sales and staffing from the previous year without really understanding where improvements could be made,” explains Derkach. He conducted time studies on tasks across the company’s departments, leading to the creation of Metro’s labour planner. The tool has boosted employee productivity by 32% over seven years.

“Metro has allowed me to grow within the company,” says Derkach. “My goal is to keep progressing.”

December 2023/January 2024 || CANADIAN GROCER 37

IS PROUD to recognize Tatiana Njensi and Nick Derkach Their leadership, innovation and commitment to the grocery industry have earned them a well-deserved Canadian Grocer’s Generation Next Award.

Tatiana Njensi

Senior Manager, DC Automation and Continuous Improvement

Nick Derkach

Manager, Labour Management, Metro

winning n o s n io t la congratu ward 2023.

A GenNext

Congratulations to all the 2023 Generation Next Award winners! tor les Direc ulain, Sa o P in b o R the entire team at KIND Health Snacks is thrilled and extends huge congratulations to Robin Poulain on her well-earned Generation Next Award. your leadership and contributions are invaluable to all of us at KIND Canada. congratulations Robin!

Thank you for your leadership, innovation and commitment to Canada's grocery industry.

Generation Next GARIMA DUA

Sourcing Manager – Primary Packaging

CASEY ELEUSINIOTIS

MAPLE LEAF FOODS

Garima Dua didn’t just find a career at Maple Leaf Foods—she found herself.

Upon graduating from the University of Waterloo with a degree in chemical engineering, “I selfidentified as an introvert,” says Dua. Then, in 2016, she landed a spot in Maple Leaf Foods’ Leadership Track Graduate Program and spent a year in Saskatoon in the role of production team lead. “As I was learning how to best lead people, I was learning about myself and realized I’m anything but an introvert,” she says. “That was a big ‘a-ha’ moment.”

Embracing her true extrovert nature, she has built strong partnerships with packaging suppliers, helping bring new products and packaging concepts to market in support of Maple Leaf’s sustainability endeavours.

She also became the fastest certified “Six Sigma Black Belt” in the company’s history, leading four crossfunctional improvement projects in manufacturing to completion in less than 24 months. Those projects delivered more than $2 million in savings and significant waste elimination.

But Dua isn’t limiting her future at Maple Leaf Foods to positions on the manufacturing side. She’d also like to work in other parts of the business. “With learning and agility, skills can be developed, so functions I’ve never worked in before, like sales, I’m eager to try.”

EMILIE ENGERDAHL

Content Manager

CALGARY CO-OP

In the two years since joining Calgary Co-op, Emilie Engerdahl has made a big impact. For instance, she played an instrumental role in the implementation and launch of Calgary Co-op’s new app and bonus cash rewards program, which was part of the retail organization’s significant digital transformation and modernized membership program.

Engerdahl also led the

Chief Development Officer JONLUCA NEAL

Casey Eleusiniotis co-founded Jonluca Enterprises in 2010 when he was just 24, and over the next decade grew it from a distributor of organic ice cream in the Toronto area to a national player with a 200-page catalogue of better-for-you products.

With a 77,000-sq.-ft. tri-temperature facility in Vaughan, Ont., a facility in Burnaby, B.C. as well as a 16-truck fleet, the company was servicing more than 2,500 retailers across Canada by 2020. Earlier this year, Eleusiniotis merged his business with Neal Brothers Foods to create Jonluca Neal, the country’s largest, family-owned natural food distributor that boasts some 145 employees.

Often, mergers tend to be undertaken to realize

implementation of a new CRM environment, as well as the redesign and relaunch of Calgary Co-op’s corporate websites, reflecting the retail co-operative’s rebrand and providing members with an improved website experience. She also manages day-to-day content for Calgary Co-op’s food, fuel, liquor, cannabis and pharmacy businesses, ensuring the content and recipes inspire members and deliver results.

As a digital native, Engerdahl thrives on challenging the status quo. “What inspires me is

cost-savings through employee layoffs, but not here. “We knew the strength of putting our distribution together would be huge and allow us to invest,” says Eleusiniotis. “In fact, we just hired more people!”

Eleusiniotis has always taken a peoplefirst approach to entrepreneurship. On succeeding when so many startups fail, he says, “we made friends and worked alongside people, listening and learning in earnest.”

finding creative efficiencies and ways to deliver an exceptional experience that’s different from what we’ve previously done,” she says, adding that the collaborative mentality of Calgary Co-op is another inspiration. “We collectively have our sights set on where we’re headed … and to be given the runway to try new things, experiment and innovate has been amazing.”

Engerdahl plans to continue expanding in the digital space, enhancing her skills and bringing forward new digital trends and ideas for the grocery sector.

December 2023/January 2024 || CANADIAN GROCER 39

CONGRATULATIONS PHILIPPE ARCHAMBAULT VICE-PRESIDENT, REVENUE MANAGEMENT & CATEGORY MANAGEMENT

A.Lassonde is proud to recognize Philippe for his leadership, passion, and commitment to the grocery industry.

CONGRATULATIONS RAMZI COTRAN

Senior Customer Development Leader On his GenNext Award, recognizing his leadership, passion and dedication to the grocery industry

Congratulations to Philippe and all the Canadian Grocer GenNext winners!

Generation Next RAMEEZ GULAM

Head of Ice Cream

UNILEVER CANADA

When it came to successfully launching Unilever’s Ice Cream Now digital platform in Canada—which allows customers to order ice cream with their grocery or meal delivery or through a delivery app—Rameez Gulam was just the person for the job. Having served roles in supply chain, customer development and strategy development since joining

Unilever Canada in 2009, Gulam has end-to-end experience at the company.

Now equipped with a wealth of knowledge, Gulam is quick and eager to share his learnings with interns, students and new employees to Unilever Canada. “I love the energy, passion and fresh new ideas [they] bring to Unilever,” he explains. “Whether it’s engaging in case studies, industry projects, networking events or grocery and consumer goods nights at

LEILA KESHAVJEE

Founder & CEO HAPPY POPS

Leila Keshavjee grew up in the food industry—her father has a distribution company and would take her to trade shows around the globe—but it wasn’t a career she envisioned for herself. That changed while she was at university studying kinesiology and recognized a gap in the market: healthy, tasty frozen treats. After graduating in 2016, Keshavjee founded Happy Pops, a brand of all-natural ice pops.

With her commitment to health and focus on diverse consumer preferences, Keshavjee has developed and launched more than 40 Happy Pops flavours and spearheaded the creation of a non-dairy fudge pop and creamsicle aimed at vegans and lactose-intolerant consumers. A recent innovation is all-natural, dairy-free and nut-free kulfis.

Starting out at farmers markets and corporate events, Happy Pops are now sold in stores across Canada.

Keshavjee’s focus on safe treats has led to partnerships with Canada’s Wonderland, Ripley’s Aquarium and Toronto Zoo. Last summer, Happy Pops collaborated with Sesame Street to bring two exclusive flavours—Elmo Berry and Big Bird Orange—to Canada’s Wonderland. A partnership with Mattel is currently in the works.

“What’s really helped us is collaboration and I think collaborations are so key,” says Keshavjee. “It’s been a way to gain market share, work with brands that align with our values, and do unique things.”

partner universities and colleges, the experiences are always rewarding.”

As Gulam progresses along his career path, he says coaching others will always play an important role in his work. “I would like to continue to mentor students, interns and young professionals entering our field so that they can gain exposure to how dynamic and exciting the future of consumer goods and grocery retail is in Canada.”

PAOLO LEONE

Store Manager

LONGO’S, SOUTHEAST OAKVILLE In working his way from produce clerk to store manager, Paolo Leone has demonstrated his passion for the grocery business and the people who work within it. When, at the age of 26, he had the opportunity to step in during the extended absence of his store manager, his financial acumen and leadership potential shone through.

For a year, he managed the busy location, while simultaneously keeping his assistant manager and produce department duties.

What sets Leone apart even more is his ability to develop potential in others.

As a mentor in the company’s Department Manager Training (DMT) program, Leone provides his mentees with practical opportunities

to apply their learning while supporting them throughout the process.

His open-door policy, genuine concern for his team’s well-being, and willingness to lend a helping hand have fostered a sense of unity and trust. “It goes back to when I started and how having a great mentor expedited my growth,” say Leone. “When I see someone up-and-coming who has a passion for the business or their particular department, I take it very seriously.”

December 2023/January 2024 || CANADIAN GROCER 41

Congratulations

to Mark Salhany and Brooke Nelson-St Dennis on their Generation Next Awards.

Mark Salhany

Brooke Nelson-St Dennis

Store Manager, Save-On-Foods Walden

Store Manager, Save-On-Foods Brocklehurst

Congratulations to all of this year’s Generation Next Award winners!

Congratulations to Natalie DeJong for her strategic leadership, positive collaboration and entrepreneurial approach.

Lactalis Canada extends congratulations to all the Canadian Grocer Gen Next winners!

Senior Brand Manager, Fine Cheese

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

All trademarks are owned or used under license by Lactalis Canada, Toronto, ON M9C 5J1. © Lactalis Canada, 2023. All rights reserved.

Generation Next NICOLE LIN

Senior Data Scientist

LOBLAW COMPANIES LIMITED

Nicole Lin grew up in a traditional Chinese environment where, she says, women were expected to be quiet and obedient. When she realized her aptitude for computer programming—and the dominance of males in this area of study—her mission became clear: to challenge the status quo. Since moving to Canada in 2016, she has made good on that vow by building a successful career in computer sciences.

Lin joined Loblaw in 2019, where she has been using her skills to target complex questions. Case in point, she developed the grocer’s first promotion optimization tool, which leverages data, machine learning and business strategies to predict inflation and market trends. Based on these predictions, Loblaw can balance offering reasonable prices for shoppers while maintaining a profit acceptable to the company’s shareholders. “In using technology, I would like to close the gap between academia and industry so we can make better decisions,” she says.

Lin also advocates for helping other women succeed in STEM fields by leading career growth sessions as part of Loblaw’s Women in Technology group and mentoring data scientists and co-op students.

BROOKE NELSON-ST DENNIS

Store Manager

SAVE-ON-FOODS, BROCKLEHURST When Brooke Nelson-St Dennis moved to Save-OnFoods’ Brocklehurst location in Kamloops, B.C., she knew the store could be making a stronger first impression.

“I believe the entrance reflects how much a manager cares about their store and customers,” she says. Additional

merchandising space was created for buggy starters, skid drops and impulse sales items. Natural foods were given an improved spotlight.

The “team effort” led to a sales increase this year of almost 12% versus 2022.

Nelson St-Dennis, who was previously the store manager at Save-On-Foods Lansdowne in Kamloops, first joined the Pattison Food Group-owned chain in her native Powell River, B.C. back in 2008.

“Success is an attitude,” is the motto Nelson-St Dennis lives by. “I am a firm believer

SAVITH MIRANDA

Associate Director, Sobeys – National KRAFT HEINZ CANADA

Savith Miranda counts himself as fortunate to have worked in multiple roles at Kraft Heinz Canada since joining in 2005—from customer service and project management to his current position of sales director for the company’s product portfolio at Sobeys.

Miranda is proud of the role he played in moving Kraft Heinz’s entire Sobeys team to Halifax in 2018 to build upon its strong relationship with the grocer. The partnership has strengthened through

his work on sponsorship programs with Sobeys for events such as the 2022 Winter Olympics. “Now, we’re trying to build a bigger and better program for 2024 for the Summer Olympics,” he says.

Miranda also executed a first-ever partnership with Grocery Foundation Atlantic, in which Kraft Heinz donated $1 from every tin of Maxwell House coffee sold at Sobeys. The effort raised just under $64,000 for the children’s charity.

A couple years ago, Miranda joined the Canadian Armed Forces Reserves, “something I’ve always wanted to do and I’m passionate about.” Kraft Heinz has been immensely supportive, allowing him leave to do his training.

In the future, Miranda would like to take on international assignments at Kraft Heinz, “to see how different areas of the world operate, so I can be a better leader in the future.”

that your attitude sets the tone for everything,” she says. “And if you believe you can make it happen, you will make it happen.”

A Canadian Grocer 2023 Star Women in Grocery Award winner, Nelson-St Dennis was also recognized with a 2022 Leadership Excellence Award from Pattison and recently became co-lead of the company’s DEI initiatives, taking the reins from Julie Dickson Olmstead.

“I feel at my best when I am able to support my peers,” she says.

December 2023/January 2024 || CANADIAN GROCER 43

3 9/16”W X 5”H

Hailey, congratulations on your Generation Next 2023 Award!

CONGRATULATIONS to the 2023 GenNext Award Recipients!

Hailey Vasyliw, Senior Omni Merchant, Commercial Bread

An outstanding young leader who demonstrates passion and commitment in helping Canadians save money and live better.

GenNext_ads_Print_3.5625x5.indd 2

C ng

J li B l S

Allison Benner

Paolo Leone

Senior Manager, Communications, Learning & Development

Store Manager, Southeast Oakville

Thank you for your exceptional leadership, commitment, and passion for the grocery industry. You truly demonstrate Longo’s values and vision every day.

12/1/23 9:36 AM

l i ns

A big congratulations to Courtney Robertson on being a 2023 Generation Next winner!

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n G n YO U R G E N E R A L I LL S FA I LY I S I N R E D I LY PRO U D OF YO U A N D A LL OF YO U R A H I E V E EN TS .

Courtney Robertson Manager, Business Systems Planning & Design

Courtney is an experienced Business Analyst who is skilled in customer service strategy, program development, project management, process improvement, data analysis and marketing strategy. Courtney is committed to excellence, continual learning and sharing of knowledge, while focusing on the people side of change. What makes her stand out the most, and why she is so well respected by her peers, is her courage to challenge the status quo and seek out opportunities to make things more efficient.

Courtney has a Bachelor of Commerce with Honours focused in Marketing from Edwards School of Business, and she has worked at Federated Co-operatives Limited for over 10 years.

WWW.FOOD.CRS CO-OP and design trademark are registered trademarks of Federated Co-operatives Ltd., Saskatoon S7K 3M9.

®

Generation Next TATIANA NJENSI

Senior Manager, DC Automation & Continuous Improvement METRO

Tatiana Njensi says her latest assignment at Metro is the biggest of her career.

She’s leading the transition to the grocer’s automated distribution centre (DC) in Terrebonne, Que., which opened in November.

“It’s a once-in-a-lifetime project,” Njensi says of the

600,000-sq.-ft. facility, which cost about $420 million to build.

The transition, which will take several months, is complex because older DCs are being moved into the new DC. Njensi is co-ordinating between several departments to ensure a smooth and successful transition.

Njensi has been involved in the project since its start, from making the business case for Metro’s

first automated DC in the province to working on its design and operational requirements. “I like having problems to solve,” she says. “It brings me a lot of excitement to have to deal with such a complex project.”

Njensi would eventually like to take her distribution network knowledge to store level at Metro. “I have expertise on the distribution side; my goal is to acquire more expertise at the store operations level.”

ROBIN POULAIN

Director of National Sales KIND CANADA

Kind Canada’s business is set to exceed all 2023 targets. Robin Poulain deserves a lot of the credit, having last year led the team in winning a big new discount retailer as well as taking two major brokermanaged mass and grocery clients in-house.

As a result, Kind is on track to double those businesses. In Poulain, the company also has its first director-level talent working with those clients and developing strategic growth plans.

Although it might be scary to challenge the status quo, “progress over perfection” is Poulain’s motto.

“Change can help get you to a better place, even if you might not get there tomorrow. We celebrate shortterm wins for long-term gain.”

Having joined Kind in 2018, after making a name for herself at Irving Consumer Products and Ferrero, Poulain also leads all-hands-on deck quarterly team field days and champions Kind’s internal recognition program, Kindos.

“One of my favourite quotes is from Maya Angelou: ‘People will forget what you said, people will forget what you did, but people will never forget how you made them feel,’” says Poulain. “That motivates how I want to lead every day.”

COURTNEY ROBERTSON

Food Business Systems Planning & Design Manager FEDERATED COOPERATIVES LIMITED

During her career at Federated Co-op, Courtney Robertson has excelled in finding efficiencies, preparing colleagues for change, launching services and developing best practices.

Within the food department, Robertson created an intranet that gives employees access to training and communications to perform their jobs better.

She also worked on the online grocery ordering platform

Shop.crs, which has higher than average e-commerce penetration in the markets where it has launched.

Robertson also developed a guide documenting best practices in pricing after noticing that people didn’t understand how supplier costs, retail costs and suggested retail price fit together. The standardized pricing guide shows employees how to price items, set costs and calculate margins more efficiently.

In her current role as food business systems planning and design manager, Robertson is working on a product information management solution that will centralize product data to make it easier for retailers and customers to know what to order.

“I like to say I thrive in chaos and can help people calm their worries or calm their anxieties by being able to help them make sense of a complex situation,” she says.

As for the future, “I don’t have a roadmap. I’m open to something that is exciting.”

December 2023/January 2024 || CANADIAN GROCER 45

Nieko Arnini Congratulations on your GenNext Award recognizing your leadership and commitment to building a winning culture and developing our employees.

¨

© 2023 Marques Conagra Canada Inc. © 2023 Conagra Brands Canada Inc. All Rights Reserved.

Congratulations to

Jeff Robertson, Director, Environmental Sustainability, on your welldeserved recognition as one of Canadian Grocer’s Generation Next Award winners!

Thank you for your continued leadership, passion and dedication to fostering a sustainable future for our company and the grocery industry. We are extremely proud that you are a member of the Bimbo Canada family.

Congratulations to all the 2023 Generation Next Award winners.

MD

Generation Next JEFF ROBERTSON

MARK SALHANY

Director, Environment and Sustainability

Store Manager

Since joining Bimbo Canada in March 2021, Jeff Robertson has helped implement more than 100 sustainability initiatives, identifying opportunities to reduce water, electricity and natural gas use, and food waste within the company’s 17 plants. “We now have more Energy Star Certified industrial facilities than any company in Canada, in any industry,” he explains.

Robertson uses a tailored approach to achieve greater uptake of sustainability initiatives, helping Bimbo Canada get closer to its goal of achieving net zero carbon by 2050. “If I’m talking to a numbers person, I talk about how reducing our energy use can save the business money and reduce our carbon taxes,” Robertson says. “If I’m talking to someone who’s invested in our social impact work, I speak to our community investment programs, the social justice aspect of climate change and how our emissions truly have a global impact.”

His passion for the environment is what fuels Robertson forward in his work. “At Bimbo Canada, you’ll often hear the phrase ‘no one is coming’, meaning it’s up to us,” he says. “That’s how I feel about climate change and that’s a big source of motivation for me.”

While in high school, Mark Salhany was hired as a grocery clerk, tasked with stocking shelves at a SaveOn-Foods in Langley, B.C. He’s never looked back, progressing through the grocery chain’s ranks as an assistant operations manager/supervisor, merchandising manager and assistant store manager.

Six years ago, Salhany was promoted to the role of store manager at Save-OnFoods’ Walden location in Calgary. Helping grow the business in what is a newer market for the company, “has been a highlight of my career,” he says.

Leading the store during the pandemic was a “humbling experience” and an accomplishment, which involved ensuring the safety of more than 100 team members and making the

BIMBO CANADA

RYAN SCANZANO

Business Development Manager KRUGER PRODUCTS

Since joining Kruger shortly after graduating from the University of Guelph in commerce, leadership and organizational management in 2014, Ryan Scanzano has handled accounts including Metro Ontario, Food Basics, Rabba and Longo’s.

As a senior account rep, he doubled the business of his portfolio in two years with an attentive, personable and

solutions-oriented mindset.

Likewise, relationships he has cultivated on larger accounts—Metro Ontario and Food Basics—in his current role as business development manager have flourished. That resulted in Kruger, for instance, being the first non-food vendor to participate in Metro Ontario’s e-comm program.

“While we recommend and work on promotional campaigns, it’s toilet tissue at the end of the day, and retailers want to put a face to the name,” says Scanzano, whose desire for human

SAVE-ON-FOODS, WALDEN

best decisions for customers, Salhany adds.

His store has seen an almost 6% sales increase this year, despite the challenges of inflation and supply chain disruptions.

“Working with my team and seeing them succeed in their roles and achieving their career aspirations inspires me to continuously push for greater things within my store,” says Salhany. He’d like to eventually have a senior management position at Save-On-Foods, “where I’ll have an impact on the future of the company.”

connection is reflected in bottom-line business results.

Scanzano also works collaboratively with team members to tackle challenges, a skill he started developing in his youth playing competitive hockey and other team sports.

“Sports and business have something in common: adversity, and that creates lessons in resiliency, keeping positive and remembering the big picture.”

As for his future goals, “I’d like to handle a national account–that’s what I am working toward.”

December 2023/January 2024 || CANADIAN GROCER 47

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Innovative thinking is how Chantelle Scola navigated supply chain disruptions during COVID-19 and the 2021 British Columbia floods.

She led the procurement team to come up with solutions such as rerouting trucks through the United States to re-enter Canada.

“The successful execution of these strategic measures mitigated shorts of essential

products to our customers,” Scola explains.

She applies that same innovation to her sustainability efforts at UNFI Canada, which have helped the company reduce its food waste production by more than 50%. Scola also inspires others to give back to the community by co-ordinating a holiday volunteer initiative through UNFI Canada, assembling hundreds of holiday hampers for women’s shelters and food banks filled with essential products the company carries. “We

JULIE VAN WYCK

Chief of Staff & Head of Corporate Strategy & Development SOBEYS

Julie van Wyck’s stellar track record as a management consultant in the consumer packaged goods and retail industries made her a prime candidate to support Empire’s CEO Michael Medline as chief of staff. Since joining the company in 2022, van Wyck has played an essential role in advancing corporate strategy, while helping drive critical business key performance indicators. She was also instrumental in preparing the CEO to testify before a parliamentary committee in Canada’s House of Commons on grocery inflation.

In working with senior executives across the organization, van Wyck also plays a vital role in identifying, assessing and supporting opportunities for business growth. Her vision is a driving factor behind the development of the company’s corporate venture strategy, including the creation of a robust governance structure, dedicated internal champions and a discerning approach to investment opportunities.

“Retail is fast-moving and tangible,” she says. “When I came to Sobeys, it was motivating knowing that what we’re doing is helping feed families every day.”

Despite her busy schedule, van Wyck is committed to mentoring others in the organization to foster the growth of emerging business leaders.

encourage and solicit the involvement of others within our organization to join us in spreading the warmth of the season through acts of kindness and generosity,” Scola says.

Her efforts haven’t gone unnoticed. Scola has twice been a recipient of UNFI’s annual Circle of Excellence, recognizing individuals who have gone above and beyond that year. “[The award] serves as a powerful affirmation of my contributions and a stepping-stone in my career progression,” Scola explains.

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Hailey Vasyliw started her career at Walmart Canada in a finance role, supporting health and wellness, but quickly realized her real passion lay in developing strategies and driving business decisions that would have a big impact. “What I love about the merchandising side of the business is getting to see programs come to life,” says Vasyliw, who has spent eight years in the fresh foods side of Walmart. “It’s all about understanding the customer and figuring out where the opportunities are.”

To that end, she has done wonders in enhancing Walmart’s commercial bread offering. In addition to managing the entire assortment of packaged breads at more than 400 Walmart locations, she

played a critical role in relaunching its private-label offering. In moving from a single bread supplier to multiple, she helped Walmart maintain a competitive advantage while enabling promotions for customers.

She also partnered with Walmart supplier Bimbo in a ”give back” program that donated meals to Canadians during tough economic times.

“I really enjoy working somewhere where I can push the envelope and make changes across the industry,” says Vasyliw. CG

December 2023/January 2024 || CANADIAN GROCER 49

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RULES OF Stressed employees, high turnover rates, quiet quitters.

How grocers can boost enthusiasm and dedication in their workforce

By Rebecca Harris

IF YOU ASK employees what’s on their minds, there’s a good chance they’re mulling a run for the exits.

According to Gallup’s State of the Global Workplace: 2023 Report, 51% of workers globally are watching for or actively seeking a new job, and stress rates are at historic highs. In the U.S. retail sector, the “quit rate” for employees is more than 70% higher than in other sectors, according to McKinsey & Co. And in a survey by employee communications platform Nudge, 37% of Canadian retail workers said they want to quit their jobs.

The stats may not come as a shock to grocers, who have long struggled to attract and retain staff. But, employees’ current state of discontent points

52 CANADIAN GROCER || December 2023/January 2024

to the need for an even greater focus on employee engagement. It’s a critical aspect of retention that can also lead to higher productivity, less absenteeism and better customer experiences.

“We used to always say the customer comes first, which was a lie,” says Kevin Graff, president and founder of Graff Retail, a firm that provides sales and leadership training for retailers. “The reality is staff come first because if the staff aren’t happy, how well do we think the customer experience is going?”

On the frontlines, Graff says the challenge for grocers is how to make their store a great work experience that’s more than just another shift. “If the store environment sucks, do you really want to go to work? No,” Graff says. “If the quality of the relationships that you have with your teammates and, specifically, your bosses is not very good, do you want to go to work? No.” However, if it’s a great work experience—and this applies to both the frontline and head office—“you’re probably going to be engaged, work harder and stay [with your employer] longer,” Graff says.

In fact, when Gallup asked “quiet quitters”—employees who do the bare minimum just to hang on to their jobs—what they would change about their workplace to make it better, 41% said engagement or culture. That ranks above pay and benefits (28%) and well-being (16%). Gallup also puts a price on low engagement, estimating it costs the global economy US$8.8 trillion, or 9% of global GDP. With so much at stake—and no end in sight to the country’s labour crunch— retailers should double down on helping employees feel more connected at work.

Here’s a look at some new as well as triedand-true rules of engagement.

SHUTTERSTOCK/MENTALMIND

ENGAGEMENT

1

Employee engagement

HIRE REALLY GREAT MANAGERS

“I know this sounds screamingly obvious, but quality of management [is key],” says Stephen Friedman, adjunct professor of organizational studies at Schulich School of Business, York University. “So much engagement begins with attention to hiring the best managers that you can and spending time revamping the recruitment process.”

These days, employees want bosses who are down-to-earth and relatable, Friedman explains, “people who are willing to show themselves and who they are in an effort to create relationships and rapport with the people who work for them.” He suggests retailers conduct better interviews for both frontline and corporate management positions, advising they should spend more time and energy “ensuring there’s [a] fit in terms of their personality, sociability and likelihood that they’re going to be approachable, humble and vulnerable.”

Graff notes that one truism in the work world is people don’t quit companies, they quit bosses. While an employer could be viewed as a “cold, inanimate corporate being,” it’s bad bosses and poor relationships that can force people out the door. His suggestion is to do away with the hierarchy and lead from a more human perspective. “You’re not a manager dealing with an employee. You’re a human being talking to another human being,” he says.

The approach rings true for high-end Toronto grocer Summerhill Market. “Our key to successful employee engagement is taking a human-centred approach,” says co-owner Christy McMullen. “We genuinely want what’s best for our employees, whether it is career stability and growth at Summerhill Market or [if] their stay with us is only a short part of their career journey. We have excellent managers who care about their employees and maintain open communication with them in a very transparent way, which our employees seem to really appreciate.”

2

LEVEL UP YOUR REWARDS AND RECOGNITION PROGRAM

Employees want to be seen—it’s only human. And recognition is a great way to boost engagement and retain talent. A recent study by Gallup and Workhuman found that employees who receive great recognition are 20 times as likely to be engaged as those who receive poor recognition. What’s more, when employees have “thriving well-being” and “the best recognition experiences possible,” they are less likely to be actively looking for new job opportunities.

At the store level, Graff’s advice to managers is this: “Your store is open probably 363 days a year. You need a war chest of ideas for rewards and recognition.” He

also has what he calls the 90/10 rule for managers when they’re giving feedback: 90% of what they say should be positive and supportive and 10% should be corrective. When managers start “catching employees” doing all the right things— from helping someone at the self-checkout to building a great display—“you create this phenomenally positive, encouraging environment,” Graff says.

Schulich’s Friedman says retailers should consider constructing a program that includes not just recognition from the boss, but from peers, customers and suppliers. “When it’s all about impressing the boss, or the boss thinks I did good, those get a little tired,” he says. “I like the idea of being able to say ‘this colleague helped me out a lot this week.’”

Ontario-based grocer Longo’s has a recognition platform that covers the entire organization—from the stores to the distribution centre to the commissary to the support centre (or corporate headquarters). Liz Volk, the company’s chief

human resources officer, says all operating units use the platform religiously.

“We’ve got engaged leaders who take that tool very seriously and they go in and do on-the-spot recognition, which in some cases is tied to points for team members,” Volk explains. “It also gives us the ability to see what really good behaviours look like across the business … It’s nice because you get to see what happens in store XYZ or you get to see that somebody did something great in the HR function.”

Carol Leaman is co-founder and CEO of frontline enablement solutions provider Axonify (Longo’s is a client). One trend she’s observed is recognition and rewards are being used for frontline workers, which wasn’t historically the case. “Giving shout-outs, publicly recognizing [people] and instituting rewards programs is now happening,” Leaman says. “We’re starting to see how the frontline hourly paid associate is treated converging with how [a retailer] would historically have treated their corporate salaried workforce.”

December 2023/January 2024 || CANADIAN GROCER 53

Employee engagement

3

OFFER FLEXIBILITY ON ALL FRONTS

By all accounts, the future of work is flexible. For desk-based employees, that usually means the option to work remotely or in a hybrid environment, and with a flexible schedule. Now, the flexibility tide is reaching the frontlines. According to the 2022 Gartner Frontline Worker Experience Reinvented Survey, 58% of organizations that employ frontline workers have invested in improving their employee experience, with another 33% intending to do so in the next 12 months.

Gartner notes that as organizations look to offer more flexibility for their frontline workforce, employees are looking for control and stability over their work schedule and paid leave. Frontline workers are also looking for other types of flexibility, such as what they work on, who they work with and the amount they work.

For many grocers, this requires a mindset shift. For example, Schulich’s Friedman advises retailers to start thinking

4

CLEAR A PATH FOR ADVANCEMENT

For grocery retailers, career pathing— another critical engagement tool—doesn’t necessarily mean advancing people up the ranks. “Don’t forget the lattice— it’s not just the ladder,” says Schulich’s Friedman. “In other words, there’s only so far someone can move up. But, you can enhance people’s motivation and have them think about their career in a different way—not just by moving them up, but by moving them across. Sometimes people will be just as excited by a change in the way they work without a change in a job title or salary.”

For frontline staff, Axonify’s Leaman says historically there wasn’t a lot of investment in career and skills development. Many organizations just expected

about offering alternative hours for frontline workers. “In other words, not necessarily having eight-hour shifts, but allowing people to co-ordinate and customize shifts in a way you haven’t in the past,” he explains.

For instance, consider the single mom with kids at home at certain times of the day or, perhaps, someone who is a caregiver for their elderly parents or someone who has a disability and is unable to work for long stretches of time. “Why aren’t people able to do a two-hour shift?” asks Friedman. “If you really want to broaden your employment pool, maybe it’s worthwhile reaching out to people who can’t work an eight-hour day, who could be just as good employees.”

Longo’s has been taking a hard look at work-life balance, trying to figure out what it means and what the company can do differently. Recently, Longo’s began piloting a four-day work week in its stores. Volk says it’s early days, but it’s one example where the company heard team members “loud and clear” about a different approach so people can manage their home lives and work lives. In its support centre, Longo’s has shifted to a hybrid model, with employees working from home and in the office throughout the week.

Another aspect of flexibility at Longo’s

is how employees across the organization get paid. “We actually have the ability to pay on demand now,” Volk says. “We work with our provider and people can work a shift and get that paid into their bank account immediately.”

At Summerhill Market, McMullen says the company strives to balance the business needs and accommodating employees whenever possible. For example, “we try to offer set schedules so employees can plan for their time off in advance,” she explains. “We also have a ‘disconnecting from work’ policy that encourages employees to fully disengage from work during their time off. For those working on holidays, we try our best to make this time at work memorable with special activities, lunches and by offering additional time off in the future.”

employees to quit in three to six months, and so they were reluctant to spend money on encouraging them to grow and develop in the organization. That’s changing. “We’re seeing more consistency in [employers] putting that lens on those workers because the cost of turnover is enormous,” she says. “If you can keep somebody around for the long term, it’s so much better for your organization all the way around.”

At Summerhill Market, McMullen says the company is very invested in employees’ personal and professional growth and development. “We offer several opportunities for employees to be cross-trained in multiple departments, to learn new functions or incorporate new technology in their roles and to organically engage in mentorship programs with some of our senior leaders,” she says. The company also prioritizes promoting and growing its internal team and has had many employees successfully transfer to new roles and areas of the business, McMullen adds.

It’s a similar story at Longo’s, where

team members can be cross-trained in different departments at stores and in the support centre. For example, a cashier trained in guest services at the front-end might express an interest in working in the bakery or becoming a cake decorator, and they can be trained for more technical roles. “We make sure people are having good career conversations about what they want to be doing and how they can get exposure to different areas of the business,” Volk says. “It doesn’t always result in promotional opportunities, but it certainly does result in more exposures and building your skill sets.”

Ultimately, Longo’s employee engagement efforts ladder up to a better customer experience. “We want to have a culture—whether you’re working in our support centre, our distribution centres, or our stores—where everybody feels they’re treated well and they feel proud to work here,” Volk says. “That’s going to translate into everybody rallying around and making sure we deliver a good guest experience.” CG

54 CANADIAN GROCER || December 2023/January 2024

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PRODUCTS || STORE OPS || CUSTOMERS || TRENDS

FROZEN FOOD TRENDS

SHUTTERSTOCK, TRONG NGUYEN

THE BIG CHILL From international cuisines to innovative packaging and a rise in healthier options, here’s what’s driving frozen food purchases

By Matt Semansky

The early days of frozen meals call to mind a Rockwell-esque suburban tableau: a family gathered in the living room, hunched over fold-out trays and nibbling on a supper thawed and cooked in the microwave. The classic TV dinner was a concession to convenience, an occasion when quality and freshness could be sacrificed for the sake of a night off from food preparation and some extra time in front of the tube.

Over the years, though, the frozen food category has evolved. Frozen food products are marketing their health benefits, quality and global flavour profiles along with speed and ease of preparation. And brands are designing frozen foods for virtually every cooking appliance. Consumers want convenience as much as ever—but they’re no longer accepting compromise.

“The challenge for frozen meals is to make people feel better about eating frozen, and that comes down to innovation,” says Joel Gregoire, associate director, food and drink at Mintel. “You can either try to sway people by offering better quality products, or you can lean into convenience.”

According to 2023 global research by Innova Market Insights, two in three consumers say they are “looking for simple and convenient ways to ensure my daily nutrients intake.” This, along with Innova’s finding that meat, fish,

December 2023/January 2024 || CANADIAN GROCER 57

© 2023 Schwan’s Consumer Brands, Inc. All rights reserved 1116.

Aisles eggs, ready meals, side dishes and snacks combined for 54% of new frozen product launches in the past year, suggests that consumers are looking for substance along with efficiency.

“People are looking for expanded authentic flavours for meal and snacking options, while still engaging and growing in traditional categories with traditional flavours,” says Chris Roehl, vice-president, international at CJ Schwan’s, whose brand stable of frozen foods includes Red Baron, Bibigo and Pagoda. Consumer interest, he adds, in well-established frozen foods such as pizza remains high.

With that in mind, here are a few of the trends heating up the category.

THE FROZEN GOURMAND Manufacturers are creating frozen foods that go beyond pizza, chicken fingers and hamburger patties. And things have changed even for these classic staples.

An October 2023 report from U.S.based The Food Industry Association (FMI), indicates that 38% of frozen food purchasers consume frozen products daily or every few days, while 66% believe the category offers a broad range of healthy options.

“Consumers are increasingly looking for healthier options in the frozen food aisle,” says Terry Samaroo, director of grocery for Ontario-based chain Nature’s Emporium, adding that plant-based foods have been a beneficiary of this trend. “This includes mainstream foods like empanadas and perogies being developed with plant-based ingredients, marking a notable trend towards healthier, more sustainable eating habits.” Samaroo names Amy’s Kitchen and Gardein as two frozen brands that have excelled in the plant-based space.

But, it’s not as if carnivores are being left behind. Products such as Loblaw’s President’s Choice (PC) Holiday Feast Turkey Stuffing Burgers, which launched this fall, promise a full meal experience— turkey, stuffing and dried cranberries—in a convenient format. PC has also tapped into consumers’ upscale pizza cravings with its Black Label line, emphasizing premium ingredients, hand-tossed crusts and stone-baked preparation in its margherita, diavola and funghi options.

Like PC, Schwan’s Red Baron frozen pizza brand distinguishes itself in the marketplace with elevated quality claims,

including a variety of crust and topping options. But, Roehl notes the brand is mindful of appealing to convenience, citing Red Baron’s line of Deep Dish Pizza Singles, which cooks in just three minutes, as a prime example.

Likewise, Mintel’s Gregoire views gourmet frozen products as additive to the category, rather than replacing tried-and-true products. “There will always be a place for the single-serve, cheap and cheerful options, especially in a time of high inflation,” says Gregoire. “It’s like a tiering of the frozen aisle. You have different products at different price points with different quality expectations.”

PACKAGING POWER Advances in packaging have made a significant impact on both the preparation possibilities and marketing of frozen foods. According to Gregoire, one of the most important developments, particularly for brands positioning themselves as a cut above cheap-and-cheerful, is transparency in the form of clear, vacuum-sealed products. One example that consumers have recently seen more of in freezer aisles is pizza supplied by restaurants such as Toronto’s Pizzeria Libretto.

“This packaging allows the product itself to do the talking,” says Gregoire. “If I’m showing the product, I’m standing behind the quality, and that can help you stand out in the frozen food aisle.”

Gregoire also points out that aligning a product with the appliances used to prepare it, can help brands connect with customers. Packaging that links products to the growing use of air fryers and innovations such as Bertolli’s frozen skillet meals, which includes pasta entrees such as chicken carbonara and Italian sausage and rigatoni, fit this bill.

“Being tied to different appliances can be important for consumers. It helps to build a connection to the food you’re buying,” Gregoire says, adding that retailers can reinforce this connection with in-store demonstrations.

GLOBAL FLAVOURS As with almost every other aisle in the grocery store, the frozen section has evolved along with Canada’s increasingly diverse population to include products inspired by recipes from around the world.

“We’re seeing the frozen aisle evolve to meet the demand of newcomers and

Canadians looking for diverse flavours, which has created a growing pocket of innovation in terms of global cuisines across the frozen category,” says Lynne Strickler, senior director of brand management and commerce marketing, Canada, Conagra Brands.

Among the 30 -plus frozen items Conagra Brands has introduced in recent months are the previously-mentioned Bertolli skillet pastas as well as P.F. Chang’s Home Menu meals.

“Our country’s multicultural landscape provides opportunities to delight people from all backgrounds, so we look into adjusting as necessary based on both local and international data, with the constant objective of satisfying our consumers’ needs and cravings,” she says.

CJ Schwan’s Roehl sees the most significant rise in Asian-inspired recipes, listing products from the Bibigo brand such as steamed dumplings, mandu, mini wontons and fried rice. “Bibigo brings authentic Asian flavour across a variety of segments,” he says. The company’s Pagoda brand is also getting in on the international act, with products such as egg rolls and crab Rangoon.

Gregoire believes part of the attraction of these diverse frozen cuisines is the opportunity to try something new without getting lost in an unfamiliar recipe. “Frozen meals are a great avenue for culinary experimentation,” Gregoire says.

“They’re a great way to try international foods because they overcome intimidation about preparation.”

THE LITTLE TOUCHES While big, bold international flavours and packaging innovation are helping to spur frozen sales, Gregoire says it can be the little things that break the ice with consumers. For example, helping people imagine a product in a real-life situation.

Gregoire identifies McCain’s 9 Minute No Flip Potato Patties as an item that embodies this trend. “If you’ve ever tried to make breakfast in the morning for your family and you’ve got eggs, meat, hash browns and toast going, you have to be like an octopus. You have to work hard to time things right,” he says. “It sounds like a small thing, but remembering to flip your hash browns is an easy thing to forget.”

In other words, innovation can be as simple as devising and communicating a small problem a new product can solve.

December 2023/January 2024 || CANADIAN GROCER 59

What’s brewing?

As times change so, too, are the preferences of Canadian coffee drinkers

By Rosalind Stefanac CANADIANS’ COFFEE HABIT S are changing, in part due to ongoing economic uncertainty but also as a result of significant shifts happening in population demographics, heard attendees at the Coffee Association of Canada’s annual conference in November.

In sharing insights around in-home coffee consumption, conference speakers talked of the predominance of the cost-conscious consumer who continues to cut back on discretionary spending and is willing to shop around for the best deals. “Nearly half of sales in coffee are on promo items,” said Nick Gibson, SMB team, NielsenIQ Canada, noting that private-label coffee is also on the rise. “The shift to essential discounts and in-home is very pronounced.”

Since research also shows not all consumers are feeling current economic challenges in the same way (there has been a substantial increase in expensive coffeemaker purchases post-pandemic, for example), coffee is “still a resilient story,” said Cheryl Hung, vice-president, research at Dig Insights. “There is an emotive side to coffee drinking that we can tap into … it’s about allowing them to feel more positive about the times they are drinking coffee and giving them a break from the uncertainty.”

Citing figures from Dig Insight’s latest study on coffee trends, Hung noted

almost half of consumers (46%) said making coffee at home fits well with their morning routine and 41% said they enjoyed making it. And 19% said making coffee at home was a chance “to relax and get ‘me time.’”

As brewed coffee consumers age out of the market, it’s also the younger cohort that is bolstering coffee trends, especially when it comes to specialty brews. With millennials expected to be the predominant population cohort by 2029, several of the conference speakers noted a critical need for foodservice providers (including grocers) to understand how this group’s beverage preferences differ from their boomer parents.

While household sizes are shrinking, coffee consumption is up 5% in one- to two-person households this year compared to 2020—and among millennials that number jumps to 33%, noted Kathy Perrotta, vice-president market strategy and understanding at Ipsos Canada.

MULTICULTURAL PREFERENCES Perrotta also noted that 32% of millennials come from multicultural backgrounds where specialty coffees dominate and it can take more than four years before they gravitate to Canada’s more traditional brewed variety. “For second-generation multicultural Canadians, in-home and away-from-home consumption is led by

60 CANADIAN GROCER || December 2023/January 2024

specialty, espresso-based coffee,” she said. “And when we think about multicultural [consumers], it’s not a single cohort, so needs have to be assessed by their unique origins.”

Hung from Dig Insights also noted that some people are coming from ethnic cultures where tea is predominant, but they’re still willing to try coffee as they integrate into Canadian society. “It’s powerful to get to know them,” she advised.

In looking at out-of-home coffee consumption, panellists spoke to consumers’ desire for experiences, and the growing shift from traditional to specialty and iced coffees. Rick Brown, president, foodservice, fashion and beauty at Circana noted that iced espresso coffee was the fastest-growing segment in the category.

“It’s not just a summertime thing but year-round,” he said.

Along with the strong growth in cold coffee beverages outside of the home, Hung said it’s here that retailers really need to keep innovating. “From the in-home perspective there is space for traditional coffee, but out of home is where consumers are looking for the next new thing, particularly the gen Zs.” With cold beverages, there is “a much greater canvas” to do highly personalized drinks that appeal to gen Zs, said Thomas Wong, co-founder and president of teahouse franchise Chatime, whose core shoppers are gen Zs. “I’ve seen a lot of traditional ingredients that you might not associate with being in a beverage are now going into beverages (i.e. avocado coffee in Asia) … that’s a harbinger of what’s coming to the coffee industry.”

In talking about better connecting with coffee customers, a panel with representatives from Tim Hortons, Nestlé Canada and Longo’s, spoke to the increased need for customization. “Our app and loyalty program is allowing for more one-on-one connection … it’s that ability through technology to get closer with each guest as individuals,” said Hope Bagozzi, chief marketing officer at Tim Hortons.

Longo’s chief experience officer Alex Green spoke to a variety of coffee experiences in-store to tailor to all guests, including Starbucks kiosks for specialty drinks, traditional coffee retail products and in-house coffee roasting. “We’re spending a lot of time on store design so when [customers] get to the coffee section they’re drawn into the product and the stories on the shelves … we’re also pivoting towards team members creating great experiences for customers.”

GETTY IMAGES, PROBUXTOR

Aisles

SHUTTERSTOCK, PUKAO

1 CHANGING LANES

Saskatoon-based snack maker Three Farmers is looking to evolve the lentilbased snacks category outside the health aisle. “The health aisle can be a great start, but it’s restrictive to reaching the everyday consumer,” says the company’s co-founder and chief brand and innovation officer Elysia Vandenhurk.

“Getting merchandised with endcaps and in aisles with regular snacks would accelerate growth.”

Three Farmers is also having discussions with grocers about merchandising its new product, Crunchy Lentil Toppers, in produce departments alongside dried cranberries and refrigerated salad dressings, rather than with bacon bits, croutons and shelfstable salad dressings in centre store. “The produce section is higher traffic and where shoppers make more impulse purchases,” says Vandenhurk.

Lentils Four things to know

By Chris Daniels

2 LAND OF LENTILS Canada is the world’s leading producer and exporter of lentils, with Saskatchewan growers producing much of the edible podded seed. In 2022, the province was responsible for 45% of the world’s lentil exports and produced 85% of Canada’s lentils. And that same year, according to Statista, farm cash receipts of lentils sold by farmers in Canada amounted to a little more than $1.6 billion, up from nearly $1.5 billion the year prior.

Aisles

4 PROTEIN PUNCH A cousin to chickpeas and soybeans, lentils are high in B vitamins and potassium, but why are they a pulse of popularity?

“Canadians are prioritizing protein,” says Kathy Perrotta, vice-president of market strategy and understanding at Ipsos Canada. And lentils are packed with it. According to the Ipsos FIVE Consumption Tracking Service from August 2023, 53% of Canadians are getting their protein from plant-based sources such as legumes, up from 44.3% a year ago, while “meat substitutes lose share,” says Perrotta.

Women, especially, are a target for lentil consumption. “We don’t absorb protein as well as men and lose muscle mass faster after age 40,” says Healthy Planet’s Walker.

“Women need a lot more protein in their diet.” She also notes the incredible value of lentils over meat. A pasta dish with lentils instead of ground beef costs “about a third of the price,” she estimates. “It’s a really economical way to bolster your diet.”

3 FUN FORMATS While lentils were once “seen as a bit bland [and] old-fashioned,” Monica Walker, head of food and grocery at Healthy Planet Canada, says product innovation has made the legume hip. Red lentil penne pasta from Bioitalia and a lentil mac and vegan cheese from Montreal-based GoGo Quinoa are both winners at Healthy Planet stores. “They’re seeing sales growth,” she says.

Lentils have been around “forever” but, it’s the emerging formats that are grabbing consumers’ attention. Enjoy Life Foods launched lentil chips in Canada about eight years ago and in 2022 added two flavours to the lineup: Dairy Free Cheddar and Salt & Vinegar. “While it took some time to see a shift, we’re now experiencing double-digit growth,” says Courtney Stone, region

manager, Canada at Enjoy Life, which is owned by Mondelēz International. Free from 14 food allergens, Stone says the brand’s lentil chips first gained popularity among consumers affected by food allergies.

The appeal of lentils extends beyond packaged goods to become the star ingredient in some prepared meals. Summerhill Market makes a lentil soup, a lentil sundried tomato salad kit, and two types of lentil shepherd’s pie (one with mashed potatoes and another with sweet potato mash). “They’re super easy to prepare and replace many traditional sources of protein,” says Mari Loewen with the commissary team at the Toronto-area grocer. “Lentils are like tofu–they don’t taste like anything until given life by the flavours they’re cooked in.”

December 2023/January 2024 || CANADIAN GROCER 61

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New on shelf!

Aisles The latest products hitting shelves

1 1 SWISS CHALET CHICKEN STRIPS AND CHICKEN NUGGETS Adding to its growing line of products sold at grocery stores, Swiss Chalet has introduced frozen Chalet-Seasoned Chicken Strips and Chicken Nuggets. Made with white meat and real ingredients and flavoured with the brand’s signature spices, the nuggets and strips are free of artificial flavours, colours and preservatives.

2 WOOLWICH CHEESE POPS Woolwich brand cheese pops are ideal for entertaining—by simply placing the provided pretzel sticks into the creamy, soft Canadian goat cheese balls, your customers have an easy-to-prepare appetizer that’s ready for any party platter. They’re available in three flavours—Zesty Piri Piri & Honey, Wild Blueberry & Honey, and Savoury Bruschetta—and sold in boxes of 12 (four cheese balls per flavour).

2

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3 MCCAIN MEDLEYS McCain Canada has entered the frozen vegetable category with the launch of side dishes featuring blends of lightly seasoned potatoes and vegetables. McCain Medleys are available in two flavours: Italian-style Roasted Potatoes & Veggies, and Roasted Potatoes and Broccoli.

4 PREMIER PROTEIN HIGH PROTEIN CAFÉ LATTE SHAKE New to Canada, this beverage contains 160 calories, one gram of sugar, 30 grams of protein, and 23 vitamins and minerals.

Its makers describe Premier Protein High Protein Café Latte as a ready-to-drink shake that’s smooth and creamy with just enough caffeine to jump-start the day or boost an afternoon.

4

5

5 AMINO BALLS Whether as a post-workout nibble, a snack to satisfy those afternoon hunger pangs or even as a dessert, Amino Balls are a sweet yet healthier treat packed with at least five grams of fibre and eight grams of plant protein per two-piece pack. They’re available in Peanut Butter Chocolate Chip, Caramel Macchiato, Chocolate Chip Cookie Dough, and Caramel. CG December 2023/January 2024 || CANADIAN GROCER 63

Express Lane

A TASTE OF THINGS TO COME

A look at some of the challenges and opportunities grocers might face in 2024

By Kristin Laird

A recent forecast from the Bank of Canada suggests economic growth will remain weak for the rest of the year and into 2024.

How can grocers prepare?

On average, Canadians are spending about 67% of their disposable income on affordable housing. Ideally, it should be around 30% to 35%. So, that’s what grocers should think about. City dwellers are in smaller living spaces [like] condos, and immigrants—who are driving the growth in the country—are renting smaller places, so packaging sizes need to be attuned to this.

Most Canadians are going to be very price sensitive and they’re going to be shopping for a lot of private-label brands.

And private-label brands are going to earn you loyalty. When comparing private-label products across grocery banners, customers are looking for the best value, for products that are perceived to be a better quality, more innovative flavours and better product differentiation.

The pandemic served as an accelerator for online grocery shopping in Canada. Where is e-commerce headed now?

E-commerce is not going away, but the

acceleration we saw during the pandemic, we’re probably not going to see again soon. We saw a massive growth spurt during 2020 to the end of 2021. At one point, you could argue that about 10% of retail was online commerce, but now the number is slipping to about 5% to 7%.

With retailers ramping up their last mile fulfilment capabilities … we’re going to see more penetration and more expansion. The biggest pain point for online [shopping] is price—you pay a premium to buy products—and it’s the time-lapse as well. The future of e-commerce will be 15-minute [delivery] or less.

The biggest growth opportunity for retailers is how to train the grey population to use e-commerce. And this is often ignored. The challenge to grocers, and to retailers in general, is keeping those shoppers in house as long as they can because once that shopper moves to the nursing home, the value to retailers is zero. But, as long as they can stay in their home and they can order, there’s a lot of opportunity for retailers to engage with them. How you empower the aging population to take care of themselves is going to be the game changer and the long-term opportunity, in addition to engaging new immigrants.

How do you do that?

It’s a two-pronged approach. Kantar ran a study a couple of years ago and the big thing across all different ethnic subgroups in Canada is they felt there’s a lack of empathy from retailers and brands. So, how you market your product, how you approach ethnic shoppers, try to converse

64 CANADIAN GROCER || December 2023/January 2024

in their language. For older shoppers, it’s going to be price. We see loyalty program usage, coupon redemption is high amongst older Canadians, but online grocery shopping is lowest amongst boomers. That’s the inconsistency and that solution will drive growth for retailers.

How do you encourage older Canadians to be more engaged with the product and how do you simplify that browsing behaviour for them?

Where does the in-store experience fit in?

When you talk about the shopping experience, there are four main drivers: steering, sensory, stimulation and streamlining.

Steering deals with self-navigation and product availability. Sensory is the touch and feel part of the experience, the theatrics in store. Stimulation is the surprise and delight part of retail and how you make that trip more engaging and inspiring for your shopper and then it’s a digital integration of learning within the store.

Lastly, streamlining is how you leverage your analytics for understanding shopper behaviour. Heat mapping, for instance, allows you to place high-margin products in areas that pop out more to drive growth. To be successful, it’s not enough to have product on the shelves—you need to be disruptive. You see all these curated display boards and pallet displays with information and QR codes. That’s table stakes now in the new age of retailing. CG

FOR MORE Q&A WITH AMAR SINGH VISIT CANADIANGROCER.COM

KANTAR

ONCE AGAIN, the grocery industry is poised for change—from the impacts of an aging population to the rise in multicultural consumers and, of course, inflation. How can grocers prepare? We asked Amar Singh, senior director, retail insights, at Kantar to share his thoughts on this and more. The interview has been edited for length and clarity.

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Apples Avocados Bananas Celery Healthy Snacks Oranges Peppers Pineapples Potatoes Raisins Salad Kits Strawberries Tomatoes

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The force behind fresh Delivering fresh and healthy fruit to your table all year long

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APPLES A

pples are the number-one selling fruit in terms of dollars, according to Nielsen scan data, and continue to be a favourite with Canadians of all ages. Catherine Gipe-Stewart, director of marketing for Superfresh Growers, discusses trends in the category, and highlights some of the company’s recent innovations.

Why are apples so popular with consumers?

Apples are storable, portable, and can be eaten fresh without prep. Kids love apples too! These are some of the biggest driving forces for why apples have stayed at the top of shoppers’ lists for years. Consumer data shows the top apple-purchase drivers are quality, flavour, and price.

What trends are you are seeing in the apple category?

There are a few trends we have seen across North America. Granny Smith sales are strong with rising paleo and keto trends that favour the perception of a tart apple. The Cosmic Crisp apple has grown in popularity and is now available across Canada. Consumers love the taste and that it naturally doesn’t brown, making it ideal for fresh cut entertaining and kids’ lunchboxes. The Honeycrisp apple continues to be consumers’ number-one favourite apple due to its unique texture and fabulous taste, and now represents 30 per cent of the category in dollars.

What recent innovations have you introduced?

In October Superfresh Growers released the industry’s first apple and pear bag made from post-consumer recycled plastic (originating in the U.S.). Superfresh Grow-

CANADIAN GROCER || December 2023/January 2024

ers PCR bag is SGS Global Services certified and FDA food-contact approved. The cost of these bags is similar to a bag made from 100-per-cent virgin plastic, which is truly a win for the consumer, environment, grower, and retailer. This initiative represents one of many efforts by Superfresh Growers to reduce its ecological footprint and conserve resources.

How can grocers boost apple sales in their stores?

Consumer data shows that the top barriers to purchasing are price and quality. Demos that raise awareness of new and diverse flavours can greatly boost apple sales, as consumer education and demo sampling has shown increased intent to purchase. Data from a recent Autumn Glory apple demo showed that 96 per cent of shoppers expressed purchase intent. POS with varietal descriptions and eating/usage suggestions can greatly reduce friction in the shopping experience, and will help guide consumers to the right apple choice. Cross merchandising with seasonal products can also help boost apple sales. For example, focusing on pie making ingredients in November and December, and healthy smoothie and paleo ingredients in the New Year, can inspire sales. In addition, 80 per cent of consumers have indicated that they eat apples as a snack rather than as part of another dish, meaning there is significant opportunity to create incremental sales by expanding usage beyond snacking to increase household penetration and user frequency.

Providing recipes for desserts, appetizers, or sides can also help encourage new uses, and Superfresh Growers has a wealth of recipes to share.

THE FRESH REPORT 2024

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FROM PFFT

PERFECT! HOW TO PICK THEM

IN IN IN PERFECT PERFECT PERFECT

IN IN IN PERFECT RIGH RTIGHT RIGHT PERFECT PERFECT PERFECT PERFECT PERFECT

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AVOCADOS Anytime Is Avotime!

M

iguel Barcenas, head of marketing for Avocados From Mexico, international markets, speaks to the multifaceted appeal of avocados as a nutritious and fun meal or snack, anytime of the day!

How many avocados are consumed in Canada?

From 2014 to 2022, Avocados From Mexico have more than doubled avocado imports to Canada, from around 45,000 tonnes to an extraordinary 104,000 tonnes! As of 2022, per capita avocado consumption in Canada has reached 2.5 kg!

Thanks to high standards of quality and taste, our avocados hold an impressive 95% market share in Canada.

How can consumers be assured of optimal quality?

Avocados From Mexico remains committed to upholding world-class industry standards, ensuring the production of avocados that excel in taste, food safety, and overall quality.

Our producers actively implement sound farming practices in their orchards, participating in Good Agricultural Practices to mitigate potential fruit contamination and address microbiological and chemical residue concerns.

What trends can we expect in 2023/2024?

Some trends which started a few years back will still be true, including healthy eating habits and protein replacements.

Avocados are a superfruit bursting with nutrients.

This green gem is literally the only fruit containing monounsaturated and polyunsaturated fats, otherwise known as "good fats," as well as being an excellent source of fibre, vitamins and minerals. Avocados help in maintaining balanced cholesterol levels, reduce the risk of cardiovascular disease, and enhance the nutrient absorption of other foods.

Aside from the health benefits, avocados are extremely versatile. They’re a perfect match for global cuisine and fusion dishes, plus their creamy texture pairs perfectly in salty and sweet recipes.

What makes Avocados From Mexico so unique?

They originate in the lush land of Mexico, the only place in the world where avocado trees naturally bloom four times a year! This ensures their year-round availability, supported

CANADIAN GROCER || December 2023/January 2024

by an ideal climate, nutrient-rich volcanic soil, and generations of expert cultivation. This results in consistently superior quality, flavor, size, and texture.

To drive more demand, and leverage on our recognizable brand, we launched co-branded price look-up (PLU) stickers, which serve as a stamp of quality for shoppers.

How can grocers better promote avocados?

Encourage the use of PLU stickers to enhance the recognition of high-quality Avocados From Mexico in-store and online.

Also, here are tips for effective displays and merchandising: • Implement daily product rotation, placing hard fruit at the bottom and ripe ones on top.

• Arrange avocado displays according to current produce merchandising standards, ideally next to tomatoes for natural colour breaks.

• Share helpful tips and tricks on avocado selection, ripening, and preparation.

• Highlight the health benefits, focusing on good fats and heart-healthy attributes.

• Emphasize the fruit's versatility, promoting the fact avocados are available year-round.

Avocados From Mexico is eager to collaborate with retailers to introduce innovative merchandising elements.

Let's work together! Visit our website at https://avocadosfrommexico.ca/

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BANANAS With full control of the supply chain and a commitment to sustainability, Dole is a brand grocers and consumers can count on

W

hile one of the most affordable fruits out there, for many grocers bananas are a big revenue generator in the fruit and vegetable aisle – and for good reason. Bil Goldfield at Dole peels back the consumer appetite for bananas and how grocers can maximize sales of the tropical fruit.

What makes bananas such a popular fruit with consumers, especially in today's current economic environment?

The universal appeal and versatility of bananas make them a known comfort food shoppers turn to during times of uncertainty. Whether purchased as a grab-andgo, an ingredient in a smoothie or for baking, bananas appeal to nearly 90% of shoppers and continue to offer the greatest bang for the buck. Under current inflationary conditions, we understand the concerns of consumers and focus on the value of our bananas while emphasizing nutritional benefits of produce in general compared to other foods in the supermarket.

Does Dole offer Fairtrade bananas in Canada? What are the benefits?

Dole offers Fairtrade-certified bananas in various parts of the world, including Canada. This certification indicates bananas produced under specific standards that promote fair labour practices, environmental sustainability and social responsibility. These standards are designed to ensure that banana farmers and workers are paid fair wages, work in safe conditions and have access to various benefits, and Dole is proud to be able to provide these bananas to retail, wholesalers and consumers.

What steps can grocers take to boost banana sales?

First impressions are everything. Retailers can maximize their banana sales by ensuring consistent and attractive full displays, broad varietal offers and two-colour programs. Presenting inspiration to shoppers is another tactic to maximize basket size. It’s also good practice CANADIAN GROCER || December 2023/January 2024

to promote and remind shoppers through signage of the health benefits of bananas and the fact that they are sustainably grown. Offering unexpected ways for shoppers to incorporate bananas into their diet or recipe suggestions at display creates additional incentive to buy a few more fingers. Cross-merchandising and secondary displays like near the cereal aisle or checkout also position bananas for impulse purchases and remind shoppers they’re a great snack option.

What makes Dole’s organic bananas unique?

DOLE® Certified Organic Bananas are produced, shipped and available year-round, with no gaps in supply as Dole controls the entire supply chain. Retailers can be confident knowing that this always-on consistency contributes to the wide appeal and affinity for Dole organic bananas. Shoppers continue to demand transparency and a commitment to environmental and social responsibility from their favourite brands – and many show willingness and excitement to support organizations that make these values a priority.

We’re proud to say that Dole’s credentials as a worldclass organic grower are already firmly established. Dole started its organic banana program 25 years ago, and the learnings derived from our organic production have positively impacted production techniques and contribute to industry best practices, allowing us to continue to deliver consistent top-quality organic fruit.

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Duda Farm Fresh Foods 407-365-2111 DudaFresh.com

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Dandy Fresh Fruits & Vegetables

@Dandy_Fresh

DudaFreshProduce

DandyFreshProduce

DandyFresh

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CELERY

C

onsumers are increasingly choosing celery as an easy on-the-go snack, a nutritious side dish or as a versatile cooking ingredient in a main dish. Duda Farm Fresh Foods, which sells celery under the Dandy brand, looks at trends in the category, as well as some of the benefits of celery consumers should know about.

How has the market for celery performed in the past year, and what do you anticipate for demand in 2024?

Overall celery prices were higher in early 2023 due to challenges with product availability out of the U.S., although by mid-year we were seeing normal supplies and typical pricing. With regards to 2024, we see that celery is becoming increasingly popular as a healthy snack and cooking ingredient.

When is the most popular time of year for celery with Canadians?

The most popular celery eating occasion is the holiday season, including Thanksgiving and Christmas, while Easter, Canada Day and back to school season are also important. Celery purchases spike around National Caesar Day, which is celebrated the Thursday before the Victoria Day long weekend in May. Folks are often looking to enjoy a Caesar around this holiday, in which celery is a main ingredient.

What benefits does celery offer consumers?

Celery offers convenience and portability, and its lowcalorie content and crunchy texture make it an ideal snack choice. And because celery is a 100-per-cent usable product, there is less food waste. Celery is approxiCANADIAN GROCER || December 2023/January 2024

mately 95 per cent water, making it extremely hydrating, and is rich in vitamin K, folate, and vitamin C. It also contains sodium nitrate. When we eat celery, bacteria in our mouth convert the sodium nitrate to sodium nitrite, which is then converted to nitric oxide by bacteria in our gut. Nitric oxide is a vasodilator that reduces blood pressure and improves blood flow throughout the body by relaxing the lining of our arteries. Celery also offers great flavour versatility, and can vary in taste, texture, sweetness, and nutrition. Dandy celery has been developed to be sweeter, crispier and have fewer strings than other celery brands. In fact, Dandy even has three PhDs on staff whose job is to work with Mother Nature to continue making celery taste this good.

Are consumers asking for different packaging choices?

We have seen consumer interest in resealable packaging increase over the past few years. Portable, on-the-go, snack-sized packs are another important part of purchasing for consumers. With everyone seemingly constantly on-the-move, having pre-washed and pre-cut product in small packs that fit in a purse or backpack is key.

What merchandising ideas can help grocers sell more celery?

Cross promotion within retail stores is a great way to increase sales! Placing celery near the refrigerated dips and spreads section, coupled with signage for different ways to snack on celery, has been proven to work.

Coupons that entice consumers to purchase celery along with another items is another way to help grocers sell more celery.

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S WE E T C H A R E N TA I S M E L O N S

AFRESH TAST E O F P A R A D I S E™

PURE-FLAVOR.COM/ORONAI

Tastefully Tropical™ Prized for its sweet, succulent taste, the intensely fragrant Oronai™ Charentais Melon is personal in size with an orange flesh as vibrant as the summer sun.

Live Deliciously®

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HEALTHY SNACKS Delight in Every Bite: The Oronai™ Sweet Charentais Melon

C

anadian produce aisles are about to become a tastefully tropical™ destination with the introduction of Pure Flavor®’s Oronai™ Sweet Charentais Melon. Rich in French heritage, this beloved heirloom variety from the Charente region of France is a testament to the brand's dedication to growing unique, high-quality produce in greenhouses. Already earning praise for its sweet, succulent taste and intensely fragrant aroma, the Oronai™ Sweet Charentais Melon is a small, personal-sized health snack that will mesmerize your senses. Its vibrant orange flesh, as radiant as the summer sun, offers delight in every bite.

What sets Oronai™ Sweet Charentais Melons apart as a must-have for health-conscious snackers?

In a world where snacking can often lead to unhealthy choices, Oronai™ Sweet Charentais Melons offer a delightful alternative packed with great flavor and numerous health benefits. With approximately 25 calories per 100 grams, they are an excellent option for calorie-conscious snackers. Each melon is a personal-sized treasure trove of nutrients — a guilt-free indulgence that’s low in calories but rich in essential vitamins and minerals like Vitamin A and potassium. This makes them an ideal option for snackers of all ages seeking a healthy yet flavorful option to enjoy morning, noon and night.

How can families enjoy the unique flavor and convenience of Oronai™ Sweet Charentais Melons in their busy lifestyles?

With their convenient personal size and floral-infused sweetness, these greenhouse grown melons are a CANADIAN GROCER || December 2023/January 2024

versatile choice for modern families on the go. Whether it's adding a refreshing twist to breakfast, serving as a nutritious snack for children on their way to school, or elevating a gourmet recipe with sophisticated flavor, they fit seamlessly into various eating occasions. The Oronai™ Sweet Charentais Melon boasts a distinctive flavor profile that inspires culinary creativity. Its unique blend of exotic flavor and succulent juiciness makes it an adaptable ingredient for a wide range of dishes, from refreshing fruit salads to innovative, savory meals.

How Does Pure Flavor® Combine Gourmet Taste with Sustainability?

Sustainability is at the heart of Pure Flavor®’s mission, and the Oronai™ Sweet Charentais Melon is a prime example of this commitment. These melons, originally grown in the Charente region of France, benefit from the region's oceanic climate, which is naturally conducive to growing sweet, fragrant fruits. Mirroring this, Pure Flavor® cultivates each melon in climate-controlled greenhouses where conditions are optimized year-round to replicate the region's mild winters and hot, humid summers.

This method ensures not only a consistent, high-quality yield, but also minimizes environmental impact. The indoor growing environment allows for precise control over light, nutrition, and water, ensuring that the melons maintain their sweet flavor throughout the year. This approach embodies Pure Flavor®’s dedication to combining exceptional taste with environmentally responsible practices, offering consumers a slice of paradise that respects the planet.

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Super Sweet.

Unique ly Pink .

The Pink Orange Welcome to your Cara Cara era. They’re pink on the inside and packed with nutrients, like 100% of your daily recommended vitamin C. Say thank you to Mother Nature for their seedless sweetness.

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Sunkist and are registered trademarks of Sunkist Growers Inc., U.S.A. ©2023. Produce of U.S.A.

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ORANGES The citrus staple that’s never out of favour—or flavour

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ith winter, aka ‘citrus season,’ upon us, Cassie Howard, Senior Director of Category Management and Marketing at Sunkist Growers, tells us why Canadians continue to gravitate to the always refreshing oranges from California.

with specialty orange varieties—including Cara oranges and Blood oranges—coming onto the scene in January.

All three orange options are available in grocery stores through til June.

Can you provide information on orange consumption and what Sunkist is doing to keep oranges top of mind?

According to findings from the Goodfood Change of Taste survey, conducted in December 2022 by Angus Reid, 86% of Canadians are willing to spend more on healthier food options. In total, citrus volume in the U.S. was up 2% compared to last year as we finish out the season, and it remains an important part of the consumers’ basket, with volume up more than 5% since 2019.

At Sunkist, we aim for consumers to continuously look to our brand for innovative ways to bring citrus to the table and, more importantly, get our fresh citrus on their grocery lists. Right now, recipe needs are the number one contributing factor to an effective grocery list, so we continue to prioritize in-store education, especially around the unlimited versatility of California oranges and the various ways they can enhance dishes, drinks and even décor during the holiday season and other important occasions.

What orange trends can we expect to see in 2024?

Cara sales have increased in both dollars and volume this year versus last season, with the three-pound bag, the #1 selling pack size, increasing by almost 20% year-over-year.

How many orange types are available to Canadian consumers?

While shoppers are privy to consuming produce yearround, many don’t realize that winter is truly labeled citrus season; it's when California citrus is at its peak and available at their local grocers.

Canada is one of Sunkist’s biggest export markets, and consumers can expect to see beloved California Navel oranges arrive in late November and early December, CANADIAN GROCER || December 2023/January 2024

What can grocers be doing to better promote oranges and their many benefits?

According to a recent survey from Fusion Marketing, 70% of fruit shoppers prefer selecting their own fruit from a display bin. However, not all fruit categories are the same, and we know two-thirds of specialty orange shoppers prefer to buy Blood and Cara oranges in a bag.

Additional information from the Fusion study showed that 64% of shoppers indicated that utilizing eyecatching designs and engaging displays is necessary to educate consumers to influence purchases and to stand out in the produce aisle.

Any specific marketing initiatives you’re working on at Sunkist?

Sunkist’s display bins feature scannable QR codes driving shoppers directly to the recipe portal on Sunkist.com to provide real-time shopping list inspiration. New bin headers and header cards can serve as another educational touchpoint to help retailers promote key varietal information, nutritional benefits, and trending recipes. They can be interchangeable throughout the entire citrus season and support key holidays or milestones in Canadian culture.

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PEPPERS A marketer, distributor and grower, Divine Flavor produces peppers the way nature intended – fresh and flavourful

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ith Divine Flavor, you can turn your pepper offering into a year-round product hero. Michael DuPuis, quality assurance and public relations manager, talks the advantages of the producer's bell peppers and mini peppers, from its year-round production in Mexico to product innovation.

high-quality product, flavour will always be an essential differentiator of our company, but Divine Flavor has also made a commitment to sustainability. Reducing our carbon footprint is the key to longevity and directly aligns with our vision to produce fruits and vegetables the way nature intended – fresh, free of harmful pesticides and always full of flavour.

Bell peppers and mini peppers are popular year-round, brightening kitchens in colder months. How is Divine Flavor meeting consumer demand?

Both bell peppers and mini peppers have become a produce focal point for grocers. They’re highly versatile for consumers to prepare – as part of a meal or a snack with a favourite dip – and have lots of health benefits. Mexico is critical in meeting Canadian demand for peppers, as this is pinnacle production time, though Mexico now produces the colourful vegetables year-round owing to newer growing regions. Divine Flavor has the ability and infrastructure to tap into these regions, applying our expertise from one growing location to the next to realize successful yearround production for customers.

How can grocers help position peppers as “product hero” at shelf and encourage sales?

A main reason Divine Flavor introduced our “Product Heroes” campaign is to help grocers better market our products to consumers. And the best way to do that is by putting a spotlight on straight-to-the-point health facts. It can be hard to position veggies as exciting. However, think of the impact of a simple yet comprehensive call-out at shelf like, “A bell pepper delivers more than two times the vitamin C of an orange.” That puts one of the many health benefits of peppers in memorable context, creating a better connection between consumers and their purchase.

What better way to market foods that help and protect our immune systems as product heroes?

How is Divine Flavor able to innovate around quality control and sustainability?

Divine Flavor is not only a marketer and distributor – we’re a grower, as well. This vertically integrated approach allows us to have boots on the ground at farm level and get toplevel information quickly, helping us make the right decisions before the season, during the season and after.

This approach to agriculture gives us the advantage of knowing exactly what type of quality we’re producing, have better measurements when it comes to strategic planning and production forecasting, and gives us 100% control of our supply chain.

Given we specialize in unique-tasting,

How are peppers evolving as a produce?

The pepper category is constantly evolving. Agricultural companies that have achieved more consistent production on a yearly basis have turned to perfecting certain varieties – those with more flavour, sizes, more vibrant colours, seedless, and so on. Divine Flavor is also constantly looking at growing peppers more organically and in a way that extends their shelf life. This aligns with our brand promise of growing consistent, flavourful quality products that meet the needs of our customers and their consumers year-round. Having a producer they can rely on is important to them as it is us.

CANADIAN GROCER || December 2023/January 2024

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PINEAPPLES As the international symbol of hospitality, the exotic and delicious pineapple continues to represent a gesture of generosity and warmth. Bil Goldfield at Dole explains why pineapples are not just an indulgence anymore.

Why is pineapple known as the most regal of fruits?

Pineapple is often referred to as the “most regal” due to its historical rarity, exoticism and symbolism of luxury fruit.

Their distinctive appearance, with a crown of spiky leaves and sweet, juicy interior, contributes to their mystique.

Today, pineapples are no longer scarce nor as difficult to grow. Their historical association with affluence has endured but fortunately their price has not.

With multiple servings per fruit, pineapples are a great value for cost-conscious families.

Does Dole offer Fair Trade pineapples in Canada? What are the benefits?

Dole is known for its commitment to sustainability and ethical sourcing, and it's important to note we also offer Fair Trade-certified pineapples across Canada.

By choosing Fair Trade pineapples, customers support sustainable farming practices.

This commitment to Fair Trade not only ensures the high quality of Dole's products but also promotes environmental responsibility, social equity, fair wages for workers, and community development in pineapple-producing regions. This offers a conscious and tasty choice for Canadian consumers.

Pineapple is sometimes thought of as a summer fruit. What makes it great for Canadians year-round?

Pineapple's reputation as a summer fruit is well-deserved, thanks to its refreshing, tropical flavour. However, pineapples are harvested every day, so Canadians can enjoy them year-round. First, pineapple is a nutritional powerhouse, rich in vitamin C, helping to boost the immune system during colder months. It also contains bromelain, an enzyme with anti-inflammatory properties, making it a great

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choice to combat winter ailments and soothe sore throats.

Pineapple is also incredibly versatile in the kitchen. It can be enjoyed fresh, added to fruit salads or blended into smoothies, providing a burst of tropical flavour and vibrance even deep into winter. A star ingredient in a wide range of summer and cold-weather recipes, it gives a sweetness and tanginess to savory dishes. Think skewers with shrimp and pineapple, meat with a pineapple glaze, or grilled chicken or fish served with pineapple salsa. As for desserts, Dole pineapple brightens up cakes, pies and crumbles. Its sweet and slightly tart flavour contrasts beautifully with rich, warm flavours like cinnamon and nutmeg, adding a fun tropical twist to classic winter treats.

Autumn is also an excellent time for sales promotions. Pineapples are traditionally used frequently in family cooking, and Dole encourages retailers to promote their product during the holidays.

How can grocers maximize the appeal of pineapples year-round at shelf?

The best way to catch the eye of shoppers is with large, full displays in high-traffic lanes of the produce department. Promoting the immunity boosting and natural digestive attributes of pineapples with signage and POS greatly improves likelihood of purchase. One of the biggest challenges in marketing pineapples is educating consumers on how to select and enjoy the tropical fruit. Simple in-store cutting demos and sampling events that educate consumers on the correct way to cut a pineapple can help dispel the myth that pineapples are difficult to prepare and enjoy. When sampling is combined with sharing delicious and unique recipes – hundreds can be found on Dole.com, including for appetizers, salads, entrées and desserts – the result can be an impressive spike in pineapple purchases. We often see sales for retailers double or triple as a result.

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POTATOES One potato, two potato, three potato more!

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here’s good reason that potatoes are a grocery staple, no matter the season. Shilo Sammy, Director of Consumer Insights at EarthFresh, shares her insights on potato trends and how to increase grocery basket size.

How many potatoes are consumed in Canada?

Approximately 315,000,000 kilos (694 million pounds) of potatoes have been consumed through the retail channel in Canada year to date.1 This number is down -1.3% vs. the same period last year, which can be attributed to conservative spending in the current inflationary market.

Which potatoes are most popular?

With 78% of consumers2 concerned about the rising prices of essential goods and services, value is top of mind when purchasing potatoes. Ten-pound bags of russets, yellows, reds, and white potatoes offer consumers a budget-friendly option without sacrificing quality.

The growth of baby potatoes indicates that consumers wanting quick meals are turning to this segment for help.

1 Source: Nielsen Canada, YTD November 11th, 2023 2 Source: Numerator OPMA Quarterly Report Q3, 2023

How can consumers be assured of optimal potato quality year-round?

Delivering premium potatoes is at the forefront of EarthFresh’s mission. From the moment seed potatoes are planted to when a consumer cooks their favourite dish, key processes and strategies are deployed to maintain optimal quality: • Planning/Planting: EarthFresh uses proprietary seed varietals that yield well, are less susceptible to typical defects, have delicious flavour and store optimally.

• Growing: We tap into a diverse network of growing

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regions across nine provinces and 38 US states to ensure the best quality product is sourced.

• Transportation/Storage: After harvest, potatoes are stored in high-tech potato storage facilities to extend longevity. The cold chain is carefully monitored along the supply chain to ensure the best shelf life.

• At Store Level: Consumers can look to ensure that retailers are storing potatoes in a cool location with minimal light exposure.

What potato trends can we expect in 2024?

Value & Versatility: Yellow potatoes have experienced significant growth across North America. Value-conscious consumers will continue to turn to this item in either the 10-lb or 5-lb format.

Convenience & Flavor: Convenience and flavour will be the differentiator. EarthFresh’s Fast. Fresh. Gourmet. line of microwavable potatoes and sauce offers consumers a healthy, mess-free, steam-right-in-the-bag option to serve in just six minutes.

Organic: Organic offerings are table stakes to capture the health-conscious consumer. EarthFresh offers retailers a full year-round organic program.

What can grocers do to promote potatoes?

In-store opportunities: • Having the right assortment is key to driving sales. Offer staple items such as russets, reds, yellows, and white potatoes, along with baby and organic potatoes—and value-added items.

• Signage in-store will help consumers find the section easily. Additionally, using signage to highlight usage (e.g., russet potatoes are best for baking, red potatoes for roasting, yellow potatoes for mashing, white for boiling) can increase basket size.

• Secondary displays, particularly on value-added incremental items, can attract new consumers to the potato category or increase the basket size of an existing shopper's.

Digital opportunities: • Online recipe engagement is a significant way to attract consumers at the meal-planning stage (81% of consumers indicated that they use a recipe when cooking potatoes.

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The California Raisin Academy Guide to Springtime Snacks WHETHER FOR SCHOOL, WORK OR SPARE TIME, THERE ARE REASONS CALIFORNIA RAISINS ADD SPRING TO ONE’S STEPS – NO MATTER WHAT THE SEASON! California Raisins can be added to trail mixes, salads, smoothies, yogurt and more, so consumers get more for their money (and you get cross-promotional opportunities)

California Raisins are dried naturally in the sun, with no added sugar, but full of fiber, potassium and iron to sustain you

California Raisins represent a sustainable, reliable fruit grown close to Canada (and available year round)

Whether it’s used as an ingredient that delivers a pop of flavour or an energy snack unto itself, springtime is a perfect time to remind your customers of all the reasons to choose California Raisins.

Get inspired at Californiaraisins.ca raisins.ca

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RAISINS A nutritious and high-value pantry staple

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im Kenny, Vice-President of Marketing, Raisin Administrative Committee, explains why California raisins should be on every grocers’ radar these days.

How popular are raisins in Canada?

Canadians love raisins! According to the latest consumer survey from California Raisin Academy, raisins are the most popular dried fruit purchase with 67% of Canadians buying raisins last year. Two-thirds of Canadians feel that raisins are “one of the most healthy and nutritious foods” or “very healthy/nutritious.” When fresh fruit isn’t available, raisins are a reliable pantry staple that’s both nutritious and delicious.

Why are raisins such a versatile fruit?

It’s primarily due to the transformation they go through during the drying process and their unique combination of taste, texture and nutrition.

As California raisins go through the natural sun-drying process, their natural sugars and flavours are intensified, resulting in a high concentration of flavour. The dehydration process also intensifies the sweetness of the fruit, which make them a great way to add natural, healthy sweetness. As a bonus, they’re packed with nutrients like fiber, vitamins and minerals. Plus, they’re a great alternative to refined sugar in cereals, baked goods and desserts for individuals who are mindful of their sugar consumption. California raisins are also a great option in savoury cooking, and CaliforniaRaisins.ca offers many sweet and savoury recipes for inspiration.

Because of their low moisture content, California raisins also have a long shelf life. Not only is this convenient for storage, it means they can be used in various culinary applications without the need for refrigeration. On their own, they offer a sweet, healthy—and portable—snack option, perfect for kids and adults alike.

What trends can we expect in the coming year?

Health and wellness: As we increasingly prioritize health and wellness while staying mindful of costs, there is a growing demand for natural and nutritious snacks that offer long shelf-life.

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Plant-based/clean label: With the rise of plant-based diets and the demand for clean-label products, California raisins are an ideal fit.

Snacking/convenience: Raisins have long been popular as a convenient and portable snack. The trend of on-thego snacking is likely to continue, and California raisins being non-perishable and easy-to-carry remain a staple in this category.

Reduced sugar/ natural sweeteners: Health-conscious Canadians continue to find ways to reduce added sugars in their diets, and raisins are a perfect way to do so.

Flavor bursts: Raisins absorb flavors well. Chefs soak raisins in a variety of liquids (e.g., rum, wine, vinegar, hot sauce) to add bursts of flavor to their dishes.

What makes California raisins unique?

Our recent study revealed that 58% of Canadians feel California raisins are higher quality than raisins from other countries/regions. As they are processed, they are washed numerous times, which ensures a very clean product.

They’re also completely sun-dried (no use of drying ovens) which is a far more sustainable method. The sun-drying process gives them a unique caramelized taste that is delicious and distinct. California is also the most reliable supplier in dried fruit and has complete traceability.

What could grocers be doing to better promote raisins in their stores and online?

Grocers can remind consumers that raisins are a healthy, naturally sweet and versatile ingredient that offers great value in a time when we are more conscious of our grocery bills.

Grocers can incorporate California raisins in their own in-store baked goods, as well as showcase interesting ways for consumers to incorporate more raisins into their diet with in-store displays, online, and in flyers. The Raisin Administrative Committee of California is always interested in connecting with grocers and retailers on ways to showcase and promote California raisins.

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Flavours too good to share.

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alad kits continue to be extremely popular with consumers for their convenience, versatility and variety. Amanda Knauff, Vice President of Sales – Canada and Northeast United States for Taylor Farms, discusses the ongoing appeal of salad kits, as well as what’s new in the category.

How is the salad kit category performing in Canada, and what products are growing the fastest?

Salad kits continue to be the largest contributor to dollar growth in the Canadian value-added salad category, with $381 million in sales as of spring 2023, representing an $18 million-increase compared to 2022.

Taylor Farms is the number-one salad kit brand in Canada, and has experienced a 38% jump in sales over the past year. Taylor Farms Dill Pickle Chopped Salad Kit is the fastest-growing chopped salad kit in Canada and is ranked number two in overall dollar sales.

What makes salad kits so popular with consumers?

We are on a mission to create healthy lives, and salads kits bring a delicious flavour and convenient way to make a healthier choice. Our salad kits are prepped, cleaned and ready-to-eat either on their own, or with the addition of a protein, vegetables, or toppings. Consumers are also prioritizing flavour, and our salad kits offer a wide range of bold flavours and varieties, with unique toppings and dressings. People are always looking for something new and Taylor Farms creates products that shoppers are so excited about that they “hunt” for them at different retailers.

What innovations has Taylor Farms recently introduced?

We are dedicated to new innovation, and this year we introduced our first plantbased Green Goddess dressing in Taylor Farms Green Goddess Chopped Kit. The kit is vegan, and features green leaf lettuce, red and savoy cabbage, broccoli, carrot, green onion, and vegan butter crouton crumbles. We also launched a Mini Chopped segment this past summer, which are the perfect size for lunch, as a side dish or even a light meal. There are currently five varieties of single-serving Mini Chopped products available in Canada. In terms of packaging innovations, we continue to focus on sustainability, and have seen success this year with our peel and reseal packaging, which is aimed at diverting plastic from landfills. Keep an eye out for new products in the healthy snacking segment next year.

How can retailers encourage more salad kit sales?

Grocery retailers can boost salad kit sales by creating eye-catching displays, and merchandising them in a way that highlights their versatility and flexibility. In addition, we have a Canadian website and email newsletter to inspire shoppers with dishes they can create, as well as helping them locate a retailer that has their favourite salads in stock. Taylor Farms also supports Canadian sales through our social media, with geo-targeted ads, and by working with each retailer’s e-commerce site.

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Trust, Proven, Quality Scan Here to buy Fresh From Florida Products RetailMKT@FDACS.gov

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ho doesn’t love strawberries? This luscious fruit is a top selling fruit for grocers for many reasons. From a healthy breakfast staple to pair with oatmeal, or blended in smoothies, to a classic fruit featured in desserts and savoury dishes, strawberries’ bright colour and sweet flavour have mass appeal. Delicious and nutritious, packed with vitamin C and antioxidants, strawberries continue to be a favourite fruit among consumers. “Fresh From Florida” shares why strawberries are a must-have fruit for Canadian grocers.

What has the market for strawberries been like over the past year, and what do you anticipate in terms of consumer demand for 2024?

Once again, strawberries were Florida’s leading fruit export in 2022 with a production value of $63 million. Increasing three straight years in a row, Florida strawberry exports experienced an annual growth rate of 16 percent. Canada continues to be the leading destination for Florida’s fresh strawberries, and consumer demand for strawberries remains strong.

When is the most popular time of year for strawberries for Canadian consumers?

Winter and early spring months present several opportunities to market Florida strawberries to Canadian consumers. An indulgent treat for special celebrations such as New Year’s Eve and Valentine’s Day, strawberries can be enjoyed with sparkling wine, muddled in craft cocktails or dipped in chocolate. Strawberries can also be marketed to healthconscious consumers looking to incorporate more fresh fruit in their diet and maintain New Year’s resolutions. When sourcing strawberries December through April, grocers depend on Florida growers.

What merchandising ideas can you suggest that will help grocers sell more strawberries?

Featuring the “Fresh From Florida” logo alongside Florida-sourced strawberries in weekly circulars and in-store signage is key to driving sales. Strawberry sampling events have also been very effective at engaging shoppers. The best results come from a multi-faceted approach. This can include a range of promotions from display contests to “Fresh From Florida” point-of-purchase materials and social media campaigns. In addition, “Fresh From Florida” marketing specialists are available to collaborate with grocers on customized promotions and offer retail incentive dollars to partners.

For more information on sourcing Florida products or promotional partnership opportunities, contact the Florida Department of Agriculture and Consumer Services at (850) 617-7333 or RetailMKT@FDACS.gov CANADIAN GROCER || December 2023/January 2024

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TOMATOES N

utrition, value and flavour are just some of the many reasons consumers choose tomatoes. Leona Neill, Director of Marketing and Packaging for Red Sun Farms, discusses performance and demand in the tomato category, innovation and the ongoing appeal of tomatoes.

What changes have you seen in the tomato category, and what sort of demand do you expect in 2024?

In 2023, we have seen a shift from specialty categories to commodities as consumers adjust their budgets due to inflation and cost-of-living expenses. We anticipate that costs will continue to be an area of focus into 2024.

Our team has used this opportunity to identify efficiencies through technology and automation, as well as innovation in better yielding varieties. These changes are big steps, and take time to implement, but they are long-term improvements that will ensure our operations continue to survive in future markets.

What are your most popular tomatoes?

One of our most popular varieties of tomato is our Artisan Series Cherry on the vine. This variety delivers an experience that is unmatched in freshness, while the vibrant flavour and colour are perfect for snacking or enhancing culinary creations.

What should consumers know about tomatoes in terms of nutrition and versatility?

Tomatoes are packed with essential vitamins and minerals, providing a rich source of nutrients for a healthy diet. One notable component found in tomatoes is

lycopene, an antioxidant known for its potent health benefits. Lycopene, among other antioxidants present in tomatoes, contributes to their nutritional value, making them not only a tasty snack but also a valuable source of health-promoting compounds. Snacking varieties like Scarlet Pearls, Cherry Tomatoes on the Vine, and Organic grape tomatoes are a convenient and tasty way to meet consumers “on the go” needs.

What packaging innovations have you introduced?

Sustainability in the packaging area is a key focus for Red Sun Farms. We are working with retailers to identify new technologies that will deliver recyclability and material reductions, all while maintaining product quality and shelf life. Some of our key initiatives include the removal of pigments in all our PET packaging, increasing our PCR and recyclable contents, a reduction of plastic materials in our redesigns, washable labels, and recyclable bags.

There is still more work to be done on our materials, but we are excited to be working towards a greener solution for future generations.

Any tips to help retailers grow their tomato sales?

We believe that the fruit should speak for itself. Transparency and clarity to the produce is the key to communicating freshness and quality to the consumer. While crafting customized in-store merchandising for our retail partners is a possibility, the constrained space in the produce aisle often poses a challenge. Rest assured, our dedicated marketing team is readily available to cater to the unique needs of our customers and offer support whenever necessary.

CANADIAN GROCER || December 2023/January 2024

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