Ryan Mallany (Kruger Products) Alexandra Leclerc (Metro) Marc-André Vézina (Keurig Dr Pepper Canada) Prashant Lad (Longo’s)
BOTTOM ROW Rob Mikulec (Empire Company Limited) Diya Sawhney (Walmart Canada) Yvonne Chan-Caguiat (Sofina Foods)
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WHAT LIES AHEAD?
‘Tis The season for crystal ball gazing, when experts forecast the trends that will shape the grocery landscape in the year to come. In recent months, these predictions have run the gamut from the logical (a growing appetite for protein) to the intriguing (sea moss as an ingredient to watch), but which trends will wither and which will have legs, remains to be seen.
One prediction widely agreed upon, however, is 2025 will be tough. At our recent GroceryConnex conference, leaders spoke of the rough road ahead as they grapple with the rising cost of doing business, persistent inflation and still struggling consumers. In his presentation, NIQ’s Carman Allison said 42% of Canadian consumers report being worse off financially than they were a year ago thanks to forces such as living costs, an economic slowdown and job insecurity. As a result, 2025, he said, would be one of “conscious consumption” and retailers will have to ensure they’re delivering value, strategically (read more on page 13).
To further get a handle on what’s ahead, we speak with Chris Li, analyst at Desjardins Securities (page 74) about where discount is headed and how competition in the grocery sector will evolve. We also ask some of grocery’s top leaders to tell us what they see as the biggest opportunity for their business in 2025. (See what they had to say on page 15.)
And as you may have guessed from our cover, in this issue we are celebrating the future leaders of the grocery industry, our 2024 Generation Next winners. From a record number of nominations, we narrowed down this year’s winners to 33 truly talented individuals. In roles
ranging from store managers to marketing and tech pros, sustainability champions, sales stars and more, the 2024 Generation Next winners are making their mark, taking on challenges, seizing opportunities and helping build a stronger grocery industry. Turn to page 27 to meet all this year’s winners.
Finally, on behalf of the Canadian Grocer team, we wish you a happy, healthy holiday season. See you in the New Year! CG
Ontario-based LONGO’S celebrated a milestone in November—the opening of its 40th store. Located in Kitchener, the 38,000-sq.-ft. store offers alcohol (beer, wine and ready-to-drink), a hot food bar, Bento Sushi Bar, rotisserie and stone oven pizza. Services include bakery, floral, deli, meat, catering and seafood.
T&T SUPERMARKET opened its first U.S. location. The 76,000-sq.-ft. store in Bellevue, Wash., is the largest Asian supermarket in the state and, in addition to fresh produce, live seafood, an in-store bakery, kitchen and beauty items, offers more than 200 private-label products. Meanwhile, north of the border, T&T has opened a second store in Quebec and its first in the Montérégie region.
COSTCO WHOLESALE CANADA cut the ribbon on its first warehouse in Brantford, Ont. and its first location in the province to feature an in-store sushi department. In addition to familiar bulk items Costco is known for, the new store sells a range of beer, wine, champagne and ready-todrink alcoholic beverages.
North Vancouver is home to FRESH ST. MARKET ’s eighth store. Located at 150 Esplanade West, the new store features a hot-meal self-service bar and carving station, a seating area for customers and the banner’s first-ever Burrito Bar. Other offerings reflect the local community, including the Garden of Lo Lo (Lower Lonsdale), Shipyards Housewares and the Esplanade Deli.
At 76,000 square feet, T&T’s first U.S. location in Bellevue, Wash. is the largest Asian supermarket in the state. It offers fresh produce, live seafood and more
and
the
the
STONG’S MARKET and its Stems floral shop are set to open within Lark Group’s Health and Technology District in downtown Surrey, B.C. in the first quarter of 2025. The new store will offer national brands, local suppliers, hot meals, an Edibles deli, fresh produce and more. Next door, Stems will focus on fresh flowers, succulents and giftware.
HEALTHY PLANET continues to grow. The retailer has opened its third location in Ottawa, bringing its store count in Ontario to 37. The store features a range of health and wellness products, including organic produce and foods, vitamins, supplements, natural beauty products, sports nutrition and more.
Healthy Planet’s third store in Ottawa— and its 37th in Ontario—offers health and wellness products, including organic groceries and supplements
Located in North Vancouver, Fresh St. Market’s newest store has been designed to reflect the surrounding community and landmarks
Costco in Brantford, Ont. is the retailer’s first warehouse to include a sushi department. It also also offers a range of alcoholic beverages
Longo’s execs
local dignitaries were on hand to celebrate
opening of
grocery chain’s 38,000-sq.-ft. store in Kitchener, Ont.— its 40th location
Dave Dusangh has been appointed regional president for North America at Mars to oversee the Ben’s Original, Seeds of Change and Tasty Bite brands. Dusangh joined Mars Pet Nutrition Canada in 2011 and in 2016 moved on to lead Mars Food & Nutrition Canada. Most recently, Dusangh served as the regional general manager for Mars Food & Nutrition Europe.
Agropur named Jean-François Dubé as its new senior vice-president, operations. Dubé joined Agropur in 2017. He most recently served as vice-president, strategic initiatives and organizational transformation.
Bel Group Canada made two senior-level appointments. Denis Michaud and Anne-Laure Coussot have joined the company as vice-president of sales and vice-president of the growth fruit category, respectively. Michaud brings more than 20 years of experience in the Canadian food industry, working at such companies as McCain Foods and Weston Foods. Coussot spent 20 years with Mondelēz in both France and Canada.
Metro promoted Andrew Bridges to director, category management and merchandising planning, Metro Grocery. Bridges joined Metro’s Food Basics discount division in 2009 as a category administrator and took on roles of increasing responsibility, including his most recent position as senior category manager, pricing and merchandising. In his new role, Bridges will lead all planning processes, including promotional planning, pricing strategy, merchandising standards and planning, as well as planogram and layout development.
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 2024 are: Greco’s Fresh Markets–Oak Ridges, Richmond Hill, Ont. (small surface category); Village Food Markets, Sooke, B.C. (medium surface); and Save-On-Foods Sunwood, Coquitlam, B.C. (large surface). The awards recognize retail excellence in areas such as customer service, store layout, merchandising, creativity and community involvement.
Canadian Grocer won 2024 Eddie Awards in two categories:
Full issue, B2B Retail: December 2023/January 2024 issue
Series of Articles, B2B, Food & Beverage: Generation Next Thinking
And, our ongoing “People who you need to know” series earned an honourable mention in the Magazine Section, B2B category.
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How Vancouver’s Asha Wheeldon has found success serving up tasty African and Caribbean fare
By Andrea Yu Photography by Lucas Finlay
rowing up in Isiolo, a small town in Kenya, Asha Wheeldon developed an affinity for East African cuisine. “A lot of where I identify [with] food and community is really embedded in my culture,” she explains. Wheeldon immigrated to Canada at the age of 11, settling in Toronto, where she was exposed to Caribbean eats. “When I was introduced to Trinidadian, Jamaican and Bajan food, there was such a linear alignment with East African flavours,” she says. “There’s a clear story path of how we season our foods, and the process of cooking is so familiar.”
Wheeldon’s career in tech brought her from Toronto to Vancouver in 2015; it was here she used food as a way to build a community. She recalls lovingly preparing East African stews and curries, rice pilau, chapati and ugali—a polenta-like dough—for new friends and guests. “I believe food is a vehicle to connection,” Wheeldon says.
At the same time, Wheeldon was experimenting with plant-based eating and found a lack of East African and Caribbean foods available in Vancouver. A year later, while on maternity leave from her job as a tech sales product developer, Wheeldon began envisioning a food business offering plant-based East African and Caribbean dishes. By 2017, she had taken an entrepreneurship course at the British Columbia Institute of Technology to research African and Caribbean communities and the demand for plant-based foods. “These communities are growing,” Wheeldon says.
As a new parent, Wheeldon also saw the utility of easy meal solutions. So, in 2018, she launched her food business, selling jarred stews such as sukuma wiki made of sautéed collard greens, and a portobello mushroom and black-eyed pea curry at farmers markets in Vancouver. “People were really excited,” she says. “They loved the idea of the heat-and-eat convenience, but also that the meals were very flavourful.” Wheeldon named the company Kula Foods, noting kula means “eat” in the Swahili language.
When COVID hit in 2020, Wheeldon shifted her business to selling online. The next step of Kula’s growth was experimenting with vegan soy proteins. “I wanted to create a barbecue option,” Wheeldon explains, which led her to develop vegan ribs and a barbecue chicken meal alongside no-sugar barbecue sauces and
pili pili, a spicy East African sauce. “We needed a sauce for our proteins, and we eventually ended up creating it from scratch because we couldn’t find anything on the market that would be suitable, with low or no sugar added, but also tasted good,” she says.
By the end of 2021, Wheeldon had pivoted from stews to focus on vegan protein meals and partnered with local online grocery retailers including Vegan Supply and Spud to sell her products. With that came another pivot, from jars to recyclable bags to package her products. “The jars were too heavy in a freezer,” Wheeldon explains. “We could not scale that.”
Wheeldon also began making progress getting her products on the shelves of major grocery stores, but it took her many years and several “noes” along the way, with buyers telling her the product was too niche. But, Wheeldon persevered and, by mid-2022, landed her frozen meals in eight IGA stores in British Columbia. Another major win came in 2023, when Kula Foods launched in 12 Whole Foods Market locations across Canada. “When I was testing out the stews, I would shop at Whole Foods,” she recalls. “I remember manifesting this idea that my products will be on the shelves at Whole Foods. It was such an important milestone for us.”
Also in 2023, came two new plantbased meal products: G.O.A.T. curry and ginger beef. Then, in late 2024, another grocery chain—Loblaw-owned Fortinos—began stocking the company’s sauces in all its Ontario stores. Kula Foods has plans to venture even further afield in 2025, launching at an upscale grocery chain in California. And soon, Wheeldon says Kula Foods will be introducing new products. “We have a functional seasoning line that speaks to East African and Caribbean flavours that also is infused with mycelium,” she explains.
Kula Foods is currently available in 100 grocery stores. Wheeldon says that number will jump to 300 by the summer of 2025. For Wheeldon, growing Kula Foods isn’t just about a business succeeding, it’s about representation. “As a Black woman, being able to provide a product that is culturally relevant to myself, it’s very powerful,” she explains. “These opportunities are not always necessarily available. I love being able to bring that joy and access to larger communities and people that either resonates with them or introduces them to a new flavour.” CG
ASHA WHEELDON
What do you love the best about your job?
The people. I think it’s hearing from someone who’s been looking for plant-based options, and you’re offering that. It really excites me.
What has been the best day in your business?
When we got our B Corp certification in 2024. It was a lot of effort. Anyone who’s gone through a B Corp certification knows it’s no joke. It’s not just about offsetting; our financials are audited to see if they match up with our impact. As such a small company, it really validated our business.
What’s your favourite product from your lineup?
I consume our pili pili sauce every day. I carry it everywhere with me. If something is missing a little flavour, I will add it in there.
What do you like to do when you’re not working?
I am a mom of two, so I enjoy having time with my kids. And I love dancing. Latin, African and Caribbean dance or anything that’s connected to drumming, like African-style drumming, will get me moving.
What is your favourite food?
My favourite dish is a Kenyan staple called ugali and sukuma wiki. Ugali is similar to polenta, it’s corn-based dough cooked into a porridge-like consistency. The sukuma wiki is sauteed collard greens. Then you pop some chilies in there and some lime or lemon. If I had to eat one meal for the rest of my life, that would be it.
ENHANCE YOUR STORE’S OFFERINGS
with exceptional European cheeses from France and Austria. With a longer shelf life, rich and diverse flavors, these cheeses are the perfect fit for any cheeseboard and a valuable addition to local favorites.
Emmental (FRANCE)
Raclette (AUSTRIA)
Camembert (FRANCE)
Mountain Cheese (AUSTRIA)
Emmental (AUSTRIA)
Mimolette (FRANCE)
European cheeses combine superb taste and tradition
Dairy industry experts Siobhán Kane, Marketing Project Manager for the CNIEL, and Julia Goeschelbauer, Head of Export Marketing for AMA-Marketing, explain why European cheeses from France and Austria are gaining appeal among Canadian palates.
What sets European cheeses apart?
Exceptional quality stemming from centuries of deep-rooted tradition and dedicated craftmanship, as well as stringent quality standards.
How do terrain, climate and tradition influence cheese-making, particularly in Austria and France?
The fertile grasslands and varied altitudes across Europe provide the perfect environment for raising livestock, which produces rich, flavourful milk for European cheeses. France produces more than 1,200 varieties of cheese, and each region’s unique characteristics influence the profile of its cheeses. Similarly in Austria, Alpine pastures and varying altitudes create rich, diverse grasses for grazing, resulting in distinct cheese flavours. Coupled with traditional methods passed down through generations, these factors ensure that European cheeses are not just a product for consuming, but a cultural experience that reflects the land and history behind each variety.
Why should Canadian grocers carry cheeses from Austria and France?
They offer rich and diverse flavour profiles, from mild and creamy to bold and complex. Austrian alpine cheeses bring a robust, herbaceous taste from mountain pastures, while French cheeses range from creamy and delicate to sharp and complex. Adding these varieties in-store means customers can get an authentic taste of Europe with products that not only deliver on flavour, but also carry a strong cultural narrative, appealing to both everyday consumers and culinary enthusiasts. Plus, these cheeses typically have a longer shelf life, making them a practical choice for retailers and consumers alike.
What are lesser-known French and Austrian cheeses for Canadian seeking unique flavours, and what do they pair well with?
Comté, from the Jura region, is one of France’s most beloved cheeses with a nutty, slightly fruity flavour that becomes more complex with age. It pairs well with Chardonnay or a light Burgundy, as well as with fresh apples, walnuts and a crusty baguette. Bleu d’Auvergne is a blue cheese from the Auvergne region in France, with grassy notes and a creamy tanginess that goes with medium-bodied red wines as well as pears and candied nuts.
From Austria, Bergkäse (Mountain Cheese) has a rich, nutty and spicy taste that intensifies with age and pairs with hearty red wines, crusty bread and cured meats. Emmentaler’s mild, nutty flavour with a hint of sweetness goes with crisp white wines, apples or as a perfect melting cheese for fondue.
In what way are European cheese producers focusing on sustainable practices?
Our cheese producers focus on traditional, minimally processed methods, using high-quality milk. They have also implemented eco-friendly practices, such as reducing waste, using renewable energy, and supporting biodiversity in pasturelands.
What can grocers do to educate consumers about European cheeses?
Creating visually appealing cheese counters that highlight the origin, flavour profiles and production methods of each cheese will spark consumer curiosity. Hosting cheese tasting events also allows them to sample different varieties, learn about their unique characteristics, and discover what they pair best with. Providing signage or brochures that detail suggested pairings and storage tips can further enhance consumer understanding. Additionally, training staff to be knowledgeable about the cheeses they sell can create a more personalized shopping experience.
For more information, please contact:
Julia Goeschelbauer, Head of Export Marketing, AMA-Marketing (Organization that promotes and ensures the quality of Austrian agricultural food products): julia. goeschelbauer@amainfo.at
in recenT years, Canadians have faced unprecedented inflation (2022), struggled with the cost-of-living crisis (2023), and navigated ongoing economic uncertainty (2024). With a rough road still ahead, 2025 will be the year of “conscious consumption,” when Canadians direct their spending to what matters most. This insight comes from NIQ’s Carman Allison, presenting at Canadian Grocer’s recent GroceryConnex conference.
Allison, NIQ’s vice-president of global thought leadership, delved into Canadian consumer mindsets. According to a recent NIQ survey, 42% of Canadians report being worse off financially than a year ago. Rising living costs, economic slowdown, and job insecurity or loss are contributing to this shift. Canadians are also less optimistic about their financial position compared to the global average. “The increased cost of living is still plaguing [Canadian] consumers,” said Allison.
The impact is most felt at the grocery store. According to NIQ’s 2024 Mid-Year Consumer Outlook report, rising food prices are Canadians’ top concern (45%), far outpacing concerns about increased housing costs (18%), increased utilities (14%) and rising interest rates (13%).
While inflation has eased (currently around 2%), it continues to affect consumer spending power. “One thing I get asked a lot is, now that inflation is ‘normalized,’ is volume [in CPG] going to return to a positive?” said Allison, adding there is both good and bad news. While dollar growth has slowed (3% year-to-date in 2024 compared to 5% in 2023), volume is no longer in decline (+1% compared to -1% in 2023). “The good news is we are starting to see volumetric growth … but it’s still lagging population growth,” he said.
According to Allison, value matters most to consumers, and this demand for value continues to fuel overall CPG growth. Key consumer behaviours driving this trend include buying on promotion, buying private label and shopping at discount retailers. While conventional grocery still has the lion’s share of the market, the grocery discount channel increased its share of trade by 8%, while conventional grocery’s share declined by 1%.
“The concept of value is changing—it’s almost table stakes now,” Allison said. While promotional activity may be the way for CPGs to win over consumers, Allison advised doing it in a strategic and profitable way. —Rebecca Harris
Ideas ON THE RISE
New report forecasts food prices to climb 3% to 5% in 2025
By Rebecca Harris
GROCERY BILLS ARE set to take another jump next year. Canada’s Food Price Report 2025 forecasts food prices will increase between 3% to 5%. This means the average family of four will fork over $16,833.67 on food, an increase of $801.56 compared to 2024. By category, the predicted price increase is highest in meat (4% to 6%), followed by vegetables and restaurants (both at 3% to 5%). Fruit and seafood are on the lower end (1% to 3% each). The report, now in its 15th year, was published by Dalhousie University, University of Guelph, The University of British Columbia and University of Saskatchewan.
Food Price Report 2024 predicted an overall price increase of 2.5% to 4.5%. According to the researchers, the current rate for food price increases is within the predicted range at 2.8%.
“I’m a little concerned—[the price increase is] higher than last year,” says Sylvain Charlebois, professor in food distribution policy and senior director of the Agri-Food Analytics Lab at Dalhousie University. “We’re seeing some headwinds for the industry and obviously for consumers as well.”
On a macroeconomic level, geopolitical risks, climate change, currencies and the trade environment are named as key variables shaping next year’s projected food prices. “There is some uncertainty around trade and our economy and how it’s perceived worldwide. That is going to impact the dollar,” says Charlebois.
In addition, interest rates will likely go down. “And when interest rates go down, the dollar is likely going to weaken versus the greenback, which will impact our grocers’ ability to import cheaper products,” says Charlebois, noting Canada imports $34 billion worth of food every year. “Notwithstanding the fact that we may be dealing with tariffs—which we address in the report—[food imports] could get very expensive.”
To cope with ever-rising food prices, Canadians will continue to try to stretch their dollars at the grocery store. The Food Price Report 2025 highlights findings from Dalhousie University’s Canadian Food Sentiment Index, which found nearly half of respondents (48.2%) are looking for more sales and discounts.
In addition, 30.5% are using more coupons, 24.9% are shopping at cheaper stores, 22% are buying fewer non-essential food items, and 21.6% are switching to cheaper brands. At the same time, record numbers of Canadians are relying on food banks. Food Banks Canada recorded more than two million visits to food banks in March 2024—a 90% increase compared to 2019.
“We can clearly see consumers are under tremendous financial pressure, and that pressure is going to continue for a while,” says Charlebois. “Everything is more expensive. When they show up at the grocery store, they’re showing up with less disposable income.”
ANTICIPATED CHANGES TO FOOD PRICES IN 2025
WHAT ARE THE BIGGEST OPPORTUNITIES YOU EXPECT IN 2025?
Patrick Denninger CEO
DENNINGER’S
“The opening of beer and wine sales in Ontario will be a big opportunity for us. Grocers now have the unique opportunity to showcase the perfect pairings through visual merchandising and a focus on educating customers throughout the store. We further expect in-store tastings and events to remain a growing opportunity to drive consumer traffic and build basket size—reaching a step above the expected customer service and truly creating a great food experience.”
Deb Craven President LONGO’S
“Our biggest opportunity is ensuring we continue to provide our guests with the very best shopping experience. We work hard to consistently deliver on our family standards for freshness, service [and] value, and by offering unique and differentiated Longo’s products. We focus on building strong connections with team members, guests and partners, and are so excited to be expanding into four new communities. Our upcoming growth enables us to share our passion for excellence with new families, fostering lasting loyalty and community engagement.”
Jamie Nelson Chief operating officer PATTISON FOOD GROUP
“As the grocery landscape rapidly evolves, we see the need for more innovation than ever before. Retailers, suppliers and producers have a tremendous opportunity in front of them to drive new sales with innovative and exciting products. It’s critical that we are giving our customers what they want from their grocery store and capturing their attention while they’re in store or shopping online. By leveraging trends and staying ahead of the curve, there is great opportunity to grow sales and deliver more to our customers.”
Gonzalo Gebara President and CEO WALMART CANADA
“On the heels of celebrating our 30 years in Canada, we are heading into 2025 with energy and excitement to serve Canadians better every day. We will continue to offer value, convenience and great products— and strive to be more relevant for Canadians than ever before. We will continue to modernize our stores for an improved customer experience, provide more products through e-commerce and make these deliveries faster, expand our global foods offering to better serve our diverse communities, and attract bigger name brands to our marketplace. Through this, we’ll maintain our commitment to everyday low prices.”
Brian Bradley President STONG’S MARKET
“With continued mergers and acquisitions, the larger chains will continue to grow and increase market share. This provides many competitive advantages, but also creates a gap when it comes to serving a local customer base. This is where smaller chains and independents can make a real difference by tailoring the shopping experience to the specific neighbourhood in which they operate. Catering to the local markets we serve, and keeping our focus on supporting our local communities, will help to enhance the customer experience.”
FORGING CONNECTIONS
EXECUTIVES FROM ACROSS the industry turned out at the Fairmont Royal York in Toronto on Nov. 25 for GroceryConnex—a full day of presentations, discussions, networking and awards.
The sold-out event featured leaders from Loblaw, Walmart, Metro and NIQ focusing on a range of hot topics, including artificial intelligence and the role it can play in improving the shopping experience and streamlining operations. Speakers also provided insights on what’s needed to develop the next generation of leaders, inflation and its impact on consumer spending and the rising popularity of discount grocery.
Canadian Grocer also recognized 33 of the industry’s rising stars (under 40!) with the 2024 Generation Next Awards (read more on page 2 7), and capping off the day was the Food Industry Association of Canada’s Golden Pencil Awards ceremony.
WHAT’S NEW
NEW PRODUCTS IN GROCERY
Silk Nextmilk
The future of plant-based is here with Silk Nextmilk Regular in a shelf stable format. Made from a delicious blend of oat, coconut, and soy this new product can be used everywhere like milk - add a dash to coffee, bake it, pour it over cereal or simply enjoy a refreshing glass. Consumers can keep the pantry stocked with this creamy beverage that’s ready to go anytime.
Eco Compostable Wood Utensils
Organic Smoothie Pucks
A fresh smoothie is ready in a single easy step thanks to these organic smoothie pucks from Life Smart.
An ecological alternative to traditional disposable plastic utensils, this set of compostable birch wood utensils consists of eight knives, eight forks, and eight spoons.
BRICKS, CLICKS, ANALYTICS AND MORE
From artificial intelligence to inflation, shifting shopper habits and data analytics, the grocery industry is rife with both challenges and opportunities. At Canadian Grocer’s GroceryConnex conference in Toronto in November, speakers shared insights on these and other topics. Here’s what they had to say:
“Historically, data has been pretty siloed. We’re starting to get to a place where our data is mature enough that we can use those beads [of information] to really understand sales patterns and trends and place more parameters into sales forecasting models so you can become hyperlocal in your projections—and it doesn’t require an army of analysts.”
“We have to think of the compound effect of year after year inflation. We also have to keep in mind that consumers are balancing their budgets more than ever, because not only have grocery prices risen, the price of a lot of other things has risen, as well.”
— CARMAN ALLISON, vice-president of global thought leadership, NIQ
“We know today that nearly three-quarters of consumers trust companies less than they did a year ago. We’re seeing this erosion of trust across all industries … it is imperative in this world of technology, every time you introduce new technology, to actually ask this question: ‘How do I build trust?’ Because I’m seeing companies introduce new technology and it’s actually further promoting trust.”
—AMBER MAC, technology expert, bestselling author, and TV/radio host
“We’ve got to get prices down and find efficiencies in the back of house, which we continue to do. I don’t think the economy is going to get much better anytime soon, affordability is definitely going to be an issue … In our conventional business, it’s going to be a tough slog to make sure we’re providing value.”
—FRANK GAMBIOLI, president market/superstore division, Loblaw Companies Limited
“The worker of the future is going to be a tech-driven worker. Everything today is tech driven and, particularly in the grocery sector, we have something extraordinary. We have a lot of complexity and tech is about fixing problems. We have a very complicated supply chain that reaches across the world … We have a ton of data on consumers and what they buy every day, we have loyalty programs. So, it’s an interesting way to sell the industry to people coming out of university.”
— FRÉDÉRIC LEGAULT, vice-president and chief information officer, Metro
WHAT’S NEW
NEW PRODUCTS IN GROCERY
Hazelnut Latte Oat Based Creamer
Introducing Silk Oat Hazelnut Dairy-Free. Canadians can now add a rich, nutty splash to their coffee to brighten up their day. Who doesn’t love a little oat goodness with a zing of hazelnut flavour? Time to perk up any coffee with an oh-so-creamy swirl of this plantbased, non-GMO creamer.
Strong Roots Thai Green Veggie Curry
Winner of GIC’s 2024 Top 10 in Grocery Award for Best Home Meal Replacement. NEW Strong Roots Thai Green Veggie Curry is a tasty, healthy, and convenient frozen plant-based meal. Made with vegetables in a savory curry sauce and served with jasmine rice, it delivers tasty Thai flavours with a gentle kick.
Charcuterie Grazing Tray
Increase your sales with this convenient offering for your customers. Available now, Piller’s new Charcuterie Grazing Tray features dry cured salami, olive oil & sea salt crackers, white cheddar cheese, and cornichons. A craveable mix of flavours and textures, perfect for effortless entertaining or on-the-go snacking.
Here’s to the holidays!
From old traditions to new, a look at how newcomers
celebrate special occasions
The impacT of immigration on businesses in Canada cannot be overstated. Its influence on the country’s composition is vast, impacting the food, drink and retail industries.
Christmas, and the broader holiday season, are critical to retailers’ success. Indeed, all holidays make a difference. With Canada’s population becoming more culturally diverse, it’s reasonable to ask whether the focus should shift, in some respect, to reflect the celebrations of newer Canadians, who Mintel defines as those who have lived in Canada for less than 10 years.
The reality is, like all Canadians, most newcomers celebrate or participate in many “traditionally Canadian” holidays, with New Year’s Eve and Christmas
CELEBRATION NATION
Participation in holidays by newer Canadians
being the most popular, according to Mintel Report Canada, Marketing to Newer Canadians, 2024. Even holidays such as Thanksgiving and Victoria Day are celebrated by most new Canadians.
Many new Canadians also celebrate or participate in international cultural holidays, such as Eid al-Fitr, Chinese New Year and Diwali, according to the report. These findings highlight the importance of a broader range of celebrations that might have been overlooked in the past.
Helping new Canadians make holidays their own
Beyond the holidays that new Canadians mark, it’s worth looking at how they are likely to celebrate these occasions. For those new to the country, the concepts of community and family are evolving. New Canadians are significantly more likely to spend time with friends during celebrations than established Canadians. While many new Canadians also spend time with family, it is not to the same extent as those who have been in the country longer.
Gatherings over holidays occur universally, but the nature of these gatherings is distinct. For new Canadians, connecting with friends is more important, presenting opportunities to encourage them to create their own holiday traditions.
Holidays as a means to promote identity
For newcomers, connecting with traditional Canadian culture is a gradual process. Those who have lived in Canada for less than five years often feel more connected to their home culture. As their stay in Canada lengthens, however, they become more likely to connect with Canadian culture, which speaks to the notion of dual identities that many newcomers experience. It involves finding a balance between honouring customs from their home countries and embracing practices common in their adopted home.
Companies can engage with new Canadians by celebrating this dual identity. For example, they could explore ways to celebrate Canada Day or Victoria Day with influences from their home cultures, or integrate Canadian elements into cultural holidays such as Chinese New Year, Eid al-Fitr and Diwali. This dual identity sets them apart from both established Canadians and individuals in their home countries.
As immigration continues to drive Canada’s population, connecting with new Canadians during the holidays will become increasingly important. Traditions are deeply rooted, but there is room for change. Retailers and other companies that embrace these shifts will be better positioned to engage with an evolving demographic landscape
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.
84%
70%
55%
Telling the story of Verified Canadian Pork™
Verified Canadian Pork™ (VCP) is built on the foundation of Canada’s on-farm national standards for food safety, animal care, and traceability combined with Canada’s world-class meat inspection system through HACCP-approved processing facilities.
by Susan Evans
Canada is the only country in North America that has implemented a mandatory national swine identification and traceability system. Like all Canadian pork, Verified Canadian Pork™ is raised without added growth hormones.
The VCP story is an important one to share with your customers. According to research, customers want to know more about the food they buy. A survey* conducted by Leger for Canada Pork noted that respondents said it’s important to see transparent information about sustainable practices used by pork producers (70%). This includes information about certifications, labels, and traceability systems. And it is interesting to note that more than half (55%) of those consuming Canadian pork consider farming practices when purchasing pork products. The top considerations include feed and nutrition.
Canada Pork has created a user-friendly brochure to answer these questions. The multi-panel brochure is easy for retailers to display and share with their customers.
“We wanted to create a resource that told the story of Canadian pork and demonstrated the care that pork producers and the pork industry take in delivering premium quality and craftsmanship in every box of
Canadian pork,” said Jeremy Yim, National Director of Marketing for Canada Pork. “We know customers are interested in this information, and we want to make it easy for retailers to share the story with their customers.”
The colourful brochure includes information points on sustainability, feed and the Canadian Pork Excellence platform covering food safety, animal care and traceability. It also highlights nutrition, meat inspection and facts about no added growth hormones.
“Canadian pork farmers and processors are recognized in Canada and around the world for producing premium-quality pork,” said Yim. “We are excited to provide this resource to retailers so that they can share this sought-after information with their customers.”
The brochures are available to retailers free-of-charge and can be ordered by contacting Yim at yim@canadapork.com or download at verifiedcanadianpork.com/demand-building/
*Leger Research Canada Pork Usage & Attitude Study, 2023
THE LEADERS
LESSONS FROM THE TOP DINO
BIANCO, CHIEF EXECUTIVE OFFICER, KRUGER PRODUCTS
“THE WORST PIECE OF ADVICE I EVER GOT WAS ‘DON’T MAKE BUSINESS PERSONAL!’ THAT WAS SUCH A COLD RESPONSE, BECAUSE BUSINESS IS PERSONAL FOR ME. I POUR MYSELF INTO IT. MAYBE IT’S NOT GOOD FOR MY HEALTH, BUT IT IS GOOD FOR ME AS A LEADER” – DINO BIANCO
How did you get your start in the business?
When I graduated in finance, I was working for Christie Brown as a sales rep. I loved the job and they asked me to join full time and I thought, you know what, I’ve got to go do my CPA because if I don’t do it now, I’ll never do it. I ended up doing my CPA [while at PricewaterhouseCoopers] and, long story short, I joined Kraft—later became president of Kraft—and then Kraft bought Christie Brown and people I had worked with when I was 22 were still there. An interesting journey!
What is your leadership story?
I can’t tell my leadership story without telling my personal story. First off, being the oldest son of an immigrant family, the need to explore and be independent and figure things out myself came early. The second piece was I played competitive sports, so that was very shaping in terms of leadership and team roles and working hard. And then the third piece that shaped me was my mother passed away at a young age, and so I had to grow up quickly and it helped me mature and [develop] a sense of responsibility. All those things, and then growing up poor, I realized if I was going to get out of this, I had to do it myself. I had to control my future.
By Shellee Fitzgerald • Photography Mike Ford
And the characteristic that I think shaped the leader I am is curiosity. They say curiosity killed the cat but for me, curiosity created the CEO. It’s wanting to know how things work, why they work, why people do what they do, why they don’t do what they’re supposed to do, why decisions get made, why the politics get involved, why do we look at the short term, not long term? It was always about the why and trying to figure it all out. This drove me to embark on cross-functional
moves through my career. I was a finance guy and then I really had curiosity to learn how the business worked—I moved into sales and then I moved into marketing and strategy and then, ultimately, became the president. But, it was really this capability-building in my career, driven by curiosity and learning, that prepared me to continue to take on roles later in my career.
How do you stay inspired and continue to grow as a leader?
Doing things for a purpose, whether the purpose is to turn around a company or to bring more inclusion in our company, removing barriers or leaving the Earth in a better place. And for me, that gives me excitement—innovation and new things. And then, ultimately, it’s about the people and the team. I get motivated by working with smart, energized, great people, even if we’re failing or succeeding, just to be surrounded by people that care, that want to do better, that care about each other. And, you know, to teach and learn— you’ve got to bring both those pieces into your toolbox. That’s what motivates me and I’m 38 years into it, and still going.
What is the biggest risk you took in your career and what did you learn from it?
Moving from the cocky finance guy who knew everything to sales where I was the dumbest guy in the room. I really didn’t know [about sales] and so I had to learn a lot about selling, which was so important. But I did a bunch of crossfunctional moves and every one made me very uncomfortable, but every one made me more curious, more willing to learn and understand and listen better. And I learned something along the way I wasn’t expecting, besides learning the technical sides of those roles, I learned how organizations work and I learned how people come together or become dysfunctional. That really helped me as I became president and now CEO.
Have you had a mentor that has made a positive impact on your career?
I never had a formal mentor. I treated mentors like a buffet table; I would pick and choose the great traits of different [leaders] I observed. And sometimes, I learned more from things I didn’t like than from things I liked. I remember thinking, ‘I don’t want to be like him. Boy, how did he react to that situation? He just killed the culture, killed the energy in the room.’
How do you approach making difficult decisions?
The worst piece of advice I ever got was ‘don’t make business personal!’ That was such a cold response, because business is personal for me. I pour myself into it. Maybe it’s not good for my health, but it is good for me as a leader. I take success and failure personally. I take people’s reactions and responses and sensitivities personally; I take failure personally. And for me, that helps me internalize the difficult situation, and once I get through it analytically—if we have to close a factory or lay off people—I understand it’s the right decision. And then on the emotional front, I generally put myself in the position of who I’m speaking to. I try to understand the human impact of that decision, not just on a person but the culture of the department or the geography or whatever it may be.
What is one lesson you wish you’d learned earlier in your career? And what advice do you have for up-and-coming leaders?
When you’re young, you think your job is to learn, develop and maybe be involved in small decisions; you underestimate your ability to make an impact. And you think more senior people don’t want to hear from you because you’re only three years out of school, what do you know? Now, as a leader, I look at the young people coming in and I want them hitting the road running. I want them to teach me. As Steve Jobs said, ‘it doesn’t make sense to hire smart people and tell them what to do; we hire smart people so they can tell us what to do,’ and I feel the same way. I want great people who can tell me about AI, about sustainability and saving the planet. To tell me about diversity, equity and inclusion, social media— some of these things I didn’t grow up with; I want this generation to tell me. So, don’t underestimate the ability you have to make an impact and contribute to an organization.
How do you define success as a leader?
Obviously, there’s a scorecard of the P&L and the results and that is very important and it drives the energy of the organization. That’s one, but the real one, and I can reflect on it now having a career in this industry for a long time, is the impact you have on people. I can’t remember my results from 10 years ago, but I can remember the VP of marketing I had who is now CMO of
a big organization, and I had some role in that. I’ve always believed the biggest job of leaders is to create other leaders, and I feel very blessed to have been able to impact people from so many different areas of the business and watch them succeed. CG
This interview has been edited for length and clarity.
FAST FOUR
1 YOUR FIRST JOB?
At 14 years old I was a dishwasher. It taught me a lot. I’d be in the back working and I’d hear all the people having fun on the other side of the wall and I said, ‘one day I want to be on the other side of the wall.’
2 HOW DO YOU TURN OFF WORK?
I don’t think I turn it off, but I turn it down. And for me, I enjoy music. I enjoy working out. I enjoy going up to my cottage and fishing or hearing the loons or getting on a boat. Those things and spending time with my family and not talking about the business, purposely.
3
IF YOU WEREN’T IN THE CPG INDUSTRY, YOU’D BE …
I’d be in the sports and entertainment business. I’ve always enjoyed it as a fan. There’s just so much going on there, and it’s one of the few live things people can still enjoy.
4 FUN FACT ABOUT YOU?
I’m an audiophile and have a very extensive and varied music library.
Expect to Do Something Great at Kruger Products.
At Kruger Products, our mission is to make everyday life more comfortable — and that begins with our employees. What’s more, we’re proud to be home to winners of Canadian Grocer GenNext Awards for the past 5 consecutive years!
As leaders in our industry with a long history of excellence, we’re proud to foster an environment where people are proud to come to work and bring their greatness every day. We ensure that all our team members have opportunities to innovate, face exciting new challenges, and grow within their careers.
Our team members play an important role in driving innovation behind our leading brands such as Cashmere®, Purex®, SpongeTowels®, Scotties®’, and Bonterra®. With ten manufacturing facilities across North America as well as our corporate headquarters and regional field sales, our teams are inspired to make an impact for our consumers, customers and in our communities.
Visit krugerproducts.ca/careers
With roles running the gamut from sales, sustainability, marketing, tech and operations, this year’s crop of Generation Next winners is truly a cut above. These 33 rising stars— nominated by their colleagues and selected by Canadian Grocer’s editors—are already making their mark at their organizations, bringing energy, innovation, leadership and commitment to all they do. For the last 14 years, Canadian Grocer has been recognizing the industry’s up-and-coming talent, under age 40, and we are delighted to introduce you to the class of 2024.
By Chris Daniels, Danny Kucharsky, Carol Neshevich and Rosalind Stefanac
DAVID ALEXANDER
VICE-PRESIDENT, SNACKS AND MEAL SOLUTIONS
MAPLE LEAF FOODS
His journey from digital marketing to supply chain and then category marketing is testament to David Alexander’s versatility and commitment. He has spearheaded transformative changes across the company and is a founding member of Maple Leaf Pride & Allies, an employee resource group that fosters inclusivity. Under his
leadership, the group has introduced transgender programming, support for parents of LGBTQIA+ youth and expanded genderaffirming care.
In 2023, Alexander improved the customer fill-rate at Maple Leaf Foods by 15%, enhancing the company’s working capital by some $5 million and more than doubling customer satisfaction ratings in the supply chain. He also takes great pride in mentoring the next generation of leaders within his team.
TANVEER AZMAT
STORE
MANAGER
FOOD BASICS #895 BRAMPTON, ONT. (METRO)
Starting as a part-time clerk at Food Basics 21 years ago, Tanveer Azmat has enjoyed learning all aspects of the grocery business. In managing several stores in highly ethnic regions and competitive markets over the last eight years, he has demonstrated a knack for leadership and adaptability, increasing sales and improving customer satisfaction by homing in on the right kinds of products for each store’s community. Azmat’s current store finished 7% over budget and doubled sales of ethnic products this year.
As Food Basics West Division Store Manager of the Year for 2024, Azmat admits to having high standards for himself, even early in his career. “When I first started working, I would complete tasks and always ask my supervisor what to do next,” he says.
“By fostering a culture of continuous improvement, encouraging open feedback and providing the tools for professional growth, I’ve been able to build a high-performing team that consistently exceeds expectations,” he says.
Currently, his focus is on consumer-driven innovation, growing the core business and simplifying internal processes to better align with external priorities.
“Another key aspiration ... is to continue championing the values of inclusivity and sustainability in our marketing efforts.”
GABRIEL BOULANGER
“They would challenge me with new situations and departments, and I exceeded expectations.”
A strong advocate for training and mentoring, Azmat enjoys helping young employees and new assistant store managers grow and succeed. “When they move up in the organization, that’s a proud moment for me, too,” he says.
Gabriel Boulanger started his career as a rep in convenience stores for Unilever Canada’s out-ofhome ice cream business. He now leads strategy and planning for the company’s ice cream business.
“There’s never a dull moment. It’s super dynamic,” Boulanger says of a role that includes making decisions on
everything from promotions to budgets.
Boulanger says his strengths include the ability to adapt to different situations and to deal with multiple stakeholders. “Always having different tasks to do and different meetings to deal with is super motivating. I’m learning every day.”
He’s a big fan of thinking outside the box, and in a previous role was instrumental in launching a limited line of Canadianthemed ice creams, with flavours such as Nanaimo bar and butter tart.
Boulanger is always eager to expand his business scope and, for the first time this year, served as a master of ceremonies at a company-wide event. “Every time you have an opportunity to show up and make a difference, embrace the opportunity!”
DANNY BRANNAGAN CHIEF EXECUTIVE OFFICER
GOODNESS ME!
NATURAL FOOD
MARKET
In less than a year of joining Goodness Me!, CEO Danny Brannagan has initiated innovative processes at the Ontario-based grocery chain that are already reaping benefits. In addition to facilitating the grocer’s development of better data governance using automation and artificial intelligence, he mentors new and emerging leaders using a flat organizational philosophy. “This means people at all levels of the company feel safe and comfortable voicing their concerns, and we’re constantly looking for feedback across the board on what we can do better,” he says.
Brannagan credits his accounting background and former experience in health care for providing him with the problemsolving tools needed to find new, sustainable solutions for the business. Since joining Goodness Me!, he has facilitated a complete overhaul of advertising and promotion practices, overseeing negotiations with more than 900 brands and a process redesign that saved hundreds of hours of labour per week. As a former athlete, he values the connection between quality foods and improved health, so the company’s mantra of “discovering the power of food” is one he is truly passionate about.
MITCH CORNELIUS
MANAGER, INDEPENDENT BUSINESS OPERATIONS
FEDERATED CO-OPERATIVES LIMITED
With a passion for the grocery sector that dates back to working at his family’s independent grocery store as a kid, Mitch Cornelius has been demonstrating his leadership acumen since joining Federated Co-operatives six years ago. In the last five years, his leadership and dedication have contributed to a 30%
Armed with an MBA from Queen’s University and several years of experience in brand marketing, Yvonne Chan-Caguiat joined Sofina Foods in 2015 as a brand manager and quickly climbed the ranks to become vice-president, marketing at the company in 2023.
“I am responsible for enhancing and elevating Sofina’s presence and reputation in the marketplace by driving
growth on both our national branded and customer branded portfolios,” she says. “It involves leading an incredible team of marketers and working alongside a talented group of cross-functional teams to develop and execute short-, medium- and long-term strategies.”
Her focus on innovation has led to multiple marketing victories for Sofina, including successful portfolio rebrands, line extensions and launching into white space areas—all astutely leveraging market trends, data analytics and consumer research insights.
“What I love the most about this industry is that it is dynamic and always changing. Every day sparks a new challenge,” says Chan-Caguiat. “I’m empowered to make decisions that drive progress, and seeing the positive impact of my efforts is really motivating.”
increase in sales for his business unit.
Always looking for ways wholesalers and retailers can better service the needs of their communities, Cornelius has been instrumental in executing strategies for improved relations and service to Indigenous communities. Through his efforts, for example, a partnership was established between the Bear Clan Patrol—a community-based solution to crime prevention in Winnipeg—and a local, independent grocer that
resulted in some $750,000 in provided support. Similar initiatives have provided essential food, fuel and home goods to underserved populations. “[This award] is a validation that the work we are doing collectively matters,” says Cornelius.
When he’s not driving engagement and forging partnerships, Cornelius enjoys sharing knowledge and inspiring others.
“Leadership and the ability to help others grow and support that growth is really what drives me,” he says.
Eddie Correa Prashant Lad
EDDIE CORREA
STORE MANAGER LONGO’S, LEASIDE
Eddie Correa was tapped in July 2023 to manage Longo’s highest-volume location at Leaside in Toronto following a stint managing the Ontario chain’s smallest and lowestgrossing store. Correa was awarded the plum spot after showing exceptional entrepreneurship at the latter, a location smack dab in Toronto’s downtown core at Bay and Dundas Streets.
In the aftermath of pandemic lockdowns and restrictions, Correa hired and
AMANDA D’HALLUIN
DIRECTOR,
TRADE MARKETING, YOGURT AND CULTURED DIVISION
LACTALIS CANADA
In its latest year-to-date results, Lactalis Canada’s yogurt revenues were showing double-digit growth and the highest sales volume per shelf space in the category.
Amanda d’Halluin, director of trade marketing in the category—a role she was promoted to in 2023—can take some of the credit for
that growth. She engineered a proactive approach to category management, implementing checklists for sales and marketing and decreasing stock shortages. “We broke sales records and shared best practices to our Lactalis family globally,” says d’Halluin. She is also the architect of Lactalis’s now five-person privatelabel group. “I started it as a side project in 2015, while in an analyst support role,” she recalls. “I was by my lonesome, but it was a great opportunity to build something from scratch.” Her advice for those early in their careers? Find a place where you can be yourself. “What empowered my authenticity was having managers and leaders that invested the time to develop and advocate for me,” says d’Halluin, who has been with Lactalis since 2014. “The right manager and team environment is what can make the difference in your success that will push you from good to great.”
Generation Next
trained new department managers, re-engaged existing team members and promoted the catering service to surrounding businesses. “The store thrived on prepared foods and so I personally handed out business cards,” he says. His efforts increased sales and reduced shrink.
At the Leaside store, located in a neighbourhood in Toronto’s northeast, Correa has achieved a 91% leadership effectiveness score from his direct reports, significantly higher than the
company average. “Eddie treats the team like family,” notes a colleague. “He shows his appreciation by having team member appreciation lunches. It’s the little things that matter.”
Correa, who earned his bachelor of business administration from the University of GuelphHumber, also makes his mark at the corporate level. “I always try and get involved with crossfunctional groups and company initiatives where I can be of value.”
MARK DEMMONS CUSTOMER TEAM SALES DIRECTOR MCCORMICK CANADA
After working in supply chain at companies such as Target, Weston Foods and Canadian Tire, Mark Demmons joined McCormick Canada in 2015. A year later, he seized an opportunity to take on a sales role, inspired by a mentor’s insight that the ability to tell a story with data —a key skill in supply chain—is equally valuable in sales.
Now, as customer team sales director, Demmons has brought these functions together in overseeing 54% of McCormick’s consumer products business, including major accounts such as Walmart, Metro and Sobeys.
“I’ve created a sales-supply chain model where the two functions, which aren’t known for getting along, collaborate and hold each other accountable,” he says. “The setup has been a competitive advantage for us.” Demmons has also fostered cross-functional skills within his team, mentoring many members to leadership promotions.
Outside of work, he runs a basketball drop-in centre aimed at helping youth stay off the streets. His guiding belief?
“What we do to support [the] community is an important part of how we live life.”
RACHEL DOWNEY
MANAGER, STRATEGIC PROJECTS – NO FRILLS
LOBLAW COMPANIES LIMITED
While pursuing her degree in urban planning from the University of Waterloo, Rachel Downey got her start at Loblaw as a summer student in 2015, working in the grocer’s real estate group. She returned to Loblaw in 2018 for a co-op position, where her impressive performance led to a full-time gig—and by
2022, she had joined the No Frills team.
Promoted to manager of strategic projects for No Frills in 2024, Downey’s current role blends store operations, merchandising, as well as store design and development. “My main responsibilities are managing the numerous new stores No Frills is opening or converting—24 by the end of 2024!—along with renovations and strategic projects within No Frills stores,” she explains.
Downey says her greatest achievements, so far, include the multiple new No Frills locations she’s played a part in opening, along with a new process “to effectively and efficiently open and convert new stores at an accelerated pace this year,” she explains. “It’s a proud feeling to see what once was an empty space come to life with programs and products catering to the needs of the community.”
JONATHAN DUFRESNE
BUSINESS DEVELOPMENT MANAGER CONAGRA BRANDS CANADA
When he applied for a temporary job replacing a territory manager at H.J. Heinz more than a decade ago, Jonathan Dufresne didn’t know it would shape the trajectory of his career. “I saw it as an opportunity to learn about a new industry for a fixed period,” he says. “But, 14 years later, I’m still in CPG and I’m very grateful to have had the chance to contribute to great companies, including H.J. Heinz, Kraft, Mondelēz, Boréale and, now, Conagra Brands.”
At Conagra, Dufresne is currently business development manager for the frozen portfolio for Metro. “As demographics are evolving and suppliers are changing, I have a unique opportunity to collaborate and innovate with retailers to evolve the frozen category,” he says.
For example, when a key player recently exited several frozen categories in Canada, leaving a significant gap in the market, Dufresne took the opportunity to reshape the frozen aisle with Metro, improving profitability for everyone involved. “I thrive when new situations emerge that require innovative thinking and collaboration to obtain a mutually beneficial solution for consumers, retailers and suppliers.”
ALLYSON FENTON
SENIOR MANAGER, COSTCO INNOVATION BIMBO CANADA
Allyson Fenton is the firstever marketer at Bimbo Canada to lead innovations for Costco Canada.
“We created the role for myself to solely be focused on Costco, to give it the energy it deserved,” says Fenton, who has been senior manager, Costco innovation since 2021.
By introducing products and innovations and keeping older products fresh through promotions or new packaging, Bimbo has achieved double-digit, year-over-year sales growth at Costco. “We’ve had great success with Costco, but Costco itself has done really well. It’s a win-win.”
Since beginning her career at Bimbo in 2007, Fenton has helped launch more than 50 products, including the 2013 introduction of
Dempster’s/POM Garden
Vegetable bread, the first bread in Canada to provide half a serving of vegetables per slice. The product greatly outperformed initial projections and has expanded to other formats. Fenton sees herself continuing in the marketing world. “I’m very interested in general consumer behaviour—why we make the decisions that we do and how we as marketers can influence in a positive way.”
Congratulations to Allyson Fenton
on receiving a 2024 Generation Next Award ! Allyson’s talent for anticipating consumer trends combined with her strategic insights into customer strategies, has been instrumental in fueling our growth and innovation.
This recognition speaks to her drive to lead meaningful change in our industry and her impact inspires us all. Congratulations, Allyson—you’re an invaluable part of our team, and we’re so proud of all you bring to Bimbo Canada.
Jonathan Dufresne
Business Development Manager
Congratulations on your GenNext Award. Thank you for the energy, solution-oriented mindset, collaboration, and drive for results that you bring to our team everyday.
We also extend our congratulations to all of this year’s Generation Next Award winners!
BRITTANY FORD DIRECTOR, SALES CARLTON CARDS
Brittany Ford studied science in university, but soon realized she preferred working with people over lab rats—so she pivoted to a career in sales. After early jobs in retail store management, followed by account management, Ford joined Carlton Cards in 2016 as an account executive.
“It quickly became clear
COLIN FRENKE
that Carlton Cards was an excellent fit for me,” she says.
Eight years later, Ford is now director of sales at Carlton, overseeing a portion of the national accounts team that manages the day-to-day business with retail partners, as well as a portion of Carlton’s field management organization, which looks after the in-store retail execution of the business.
Ford is proud of many of her accomplishments over the years, but is
STRATEGIC DEMAND LEADER MARS FOOD AND NUTRITION NORTH AMERICA
Colin Frenke has been in the consumer packaged goods world since leaving university, receiving promotion after promotion over the years.
He spent nearly a decade with Procter & Gamble (P&G), progressing from sales rep to category management, sales strategy and sales director positions. Highlights there included the launch of P&G’s Amazon.ca business, and a partnership with Well.ca to open a first-ever virtual store with QR codes. “It was leading edge at the time,” Frenke says.
Now, as strategic demand leader at Mars Food and Nutrition, Frenke is responsible for the company’s go-to-market operations, strategic revenue management and category management for North America with about 15 associates at five sites in the United States and Canada.
Frenke has helped transform how Mars analyzes, manages and goes to market, while also developing a highperformance team culture.
especially proud of her leadership role in two major projects that expanded the availability of Carlton Cards across Canada. “These projects brought together multi-functional teams and showcased the value of individual areas of expertise in tandem with the importance of collaboration,” says Ford. “It was invigorating to witness the teamwork and camaraderie that developed with each project milestone.”
JENNICA FUDGE MANAGER, MARKETING PLANNING AND PROJECTS FARM BOY
During his career, he has led more than 100 associates, and takes pride in seeing them grow. “What really excites me the most is finding opportunities for people within my organization to not only succeed, but to flourish.”
Never afraid of hard work or seeking better ways of doing things, Jennica Fudge has championed EDI—or Electronic Data Interchange—the sharing of resources, documents and other pertinent information. EDI is credited for improving the flow of communications and knowledge between marketing and category teams as well as Farm Boy’s agency partners. The result? Better content in flyers and
online platforms. Weekly in-store demonstrations have also increased shopper consideration of Farm Boy. Leveraging her agency background in production and design prior to joining Farm Boy in 2018, Fudge streamlined agency collaboration by having all outside partners on the same call for meetings. She also proactively shares product finds with category managers. “As a close collaborator with our category teams, I’ve had the opportunity to suggest various types of products that align with our commitment to offering fresh, high-quality options to our customers,” explains Fudge. “It’s exciting to see how some of those ideas have been reflected in our stores.”
Nicole Koveos Director, Restaurant
FÉLIX-ANTOINE HAMEL
BUSINESS DEVELOPMENT MANAGER, WALMART
DANONE CANADA
For driving double-digit growth year after year, Danone Canada named Félix-Antoine Hamel its 2023 Business Development Manager of the Year for Canada. He has also been a finalist for the internal award over the years.
Hamel now manages the Walmart business, one of Danone’s largest accounts, working to reach growth targets and maintain profitability for the food company based in Quebec, while helping the big-box retailer achieve its own objectives.
In almost nine years at Danone, Hamel has had six roles, including working as a supply chain customer solutions manager for Danone’s business with several major grocers.
“As someone who is super social and involved at the office, I was brought into the supply chain to really bridge the silos” and improve collaboration between the supply chain and sales divisions, says Hamel.
Having had multiple roles at Danone “is a big achievement and shows how I was able to overperform year after year and bring people together toward a common goal,” Hamel says. “Walking the talk and believing in what you’re selling is super important and a big part of the motivation I have at Danone.”
KOHOUT MANAGER, SALES STRATEGY AND OPERATIONS UNFI CANADA
In under two years with UNFI Canada, Anastasia Kohout has had an outsized impact. By spearheading the adoption of advanced sales tools and serving as the primary liaison for virtual communications to the sales team, Kohout contributed significantly to UNFI Canada surpassing its fiscal year sales target for the period ending Aug. 3, 2024. A testament to her strategic
leadership, this achievement also aligns with her personal commitment to improving access to quality food. “I grew up in Canada but was born in the Ukraine, and have heard many stories from my family about their struggles to access food.”
With a small team of three in the sales strategy and operations department, Kohout’s communication skills have helped galvanize UNFI Canada’s national sales teams of more than 100 associates. “I try to get messaging down to a few key digestible points because a lot of [the sales associates] are in and out of stores and don’t have a lot of time,” she says. Kohout also participates in UNFI Canada’s ESG Committee, which partners with local community organizations to engage associates in volunteer programs, food donations and employee appreciation events.
NICOLE KOVEOS DIRECTOR, RESTAURANT PATTISON FOOD GROUP
Shortly before graduating high school, Nicole Koveos was in a serious car accident. As a result, she decided to take a year off school before continuing to nursing studies. During this hiatus, she was looking for a part-time job and noticed a Save-On-Foods was opening near her house. She applied and got a job in
the deli department. “Fast forward 20 years and I’m now the restaurant director for Pattison Food Group, and I’ve never looked back,” says Koveos.
Over the course of two decades with the company, Koveos has worked her way up from deli clerk to store manager to restaurant director, and she’s achieved some impressive accolades— including a 2019 Going the Extra Mile Award from Save-On-Foods, a Canadian
Grocer Star Women in Grocery Award in 2022 and, in 2023, the store she managed, Save-On-Foods Lynn Valley, was honoured with two awards at CFIG’s Canadian Independent Grocer of the Year Awards.
“Every day I get to collaborate and connect with amazing people,” says Koveos, when asked why she loves her job. “I especially enjoy mentoring others and helping them reach their personal and career goals.”
Alexandra Leclerc and Tanveer Azmat is proud to recognize
Their leadership, innovation and commitment to the grocery industry have earned them a well-deserved Canadian Grocer’s Generation Next Award.
CONGRATULATIONS ANASTASIA KOHOUT
Anastasia embodies UNFI Canada’s values every day by sharing her ideas on how to make our industry better, by building trust through her honesty, and by inspiring collaboration to hit our shared goals.
Anastasia’s dedication and spirit are paving the way for a better food future.
Congratulations, Anastasia, and to all this year’s GenNext winners!
PRASHANT LAD
SENIOR MANAGER, FINANCIAL PLANNING AND ANALYSIS LONGO’S
Financial planning is a tough gig in this sector. Putting forth a solid financial recommendation requires balancing competing priorities and considering diverse perspectives, all while keeping the end user—the shopper—top of mind. But, Prashant Lad earns ample praise from peers, senior
leaders, store department managers and distribution centre team members for his people-first approach.
“The collaboration with different functions is what I love most about my job,” he says. Working alongside the vice-president of supply chain, Lad developed financial models, business cases and analysis to support the doubling of Longo’s distribution centre. He is also on a committee to reduce shrink by more than 20%.
ALEXANDRA LECLERC
MANAGER, CORPORATE RESPONSIBILITY AND RESPONSIBLE PROCUREMENT METRO
Alexandra Leclerc’s path to the grocery industry was not a typical one. After earning a master’s in wildlife and habitat management, specializing in St. Lawrence whales, she completed multiple at-sea missions for Fisheries and Oceans Canada before joining Metro in 2017 as a sustainable fisheries and aquaculture specialist based in Montreal.
“There are no whales in Montreal, but I was really happy to be working in a field related to the oceans,” says Leclerc, adding the job made her feel like “a real vector for change in society.”
She quickly began making a strong impact on Metro’s sustainability practices, and her role soon expanded to include other responsible sourcing priorities. Then, in 2024, she was promoted to manager, corporate responsibility and responsible procurement.
Now 38, Lad reflects on the importance of mentorship. “I wish from day one I had been open to putting my hand up and saying, ‘I want to develop in this area. Could I be paired with somebody who’s an expert at this?’” says Lad, who started at Longo’s in 2014 and returned in 2020 after an almost four-year stint with PepsiCo. “My advice for young people? Take a more head-on approach to mentorship and coaching.”
SHINGLY LEE VICE-PRESIDENT, MARKETING GURU ENERGY
Leclerc now oversees all of Metro’s responsible procurement programs, running the gamut from sustainable fisheries to human rights to animal welfare and responsible cosmetics. “And I provide the strategic vision needed to ensure the evolution of Metro’s corporate responsibility approach and its integration into the company’s business plan,” she says, adding, “I am determined to contribute to positive and lasting change.”
Throughout her career in CPG, Shingly Lee has made a mark in leading innovation, rebrands and expansions.
Lee got her start at Kraft Heinz in brand management and was instrumental in the launch of Philadelphia Bold Whipped Cream Cheese. “We were able to align with market trends—consumers were gravitating to bold, spicy flavours—and drive market share growth in a category that was stagnant
for several years,” she says. She also spearheaded Alpha Foods’ Canadian expansion and, for Vega, successfully rebranded the No. 1 plant-based protein powder in Canada. Later, she decided to bring her expertise to smaller brands that have powerful ideas, but are often under-resourced. “These brands are pushing for healthier products, more sustainable practices, meaningful connections with their communities and consumers, and to make a real mark on the world,” she says. “I wanted to help them reach their full potential.”
Lee joined Guru this year and is working to expand the brand in the United States and in Canada outside Quebec. “I like the power of brands to shape culture, connect people and make a lasting impact on consumers’ lives,” she says.
Congratulations Corporate Sustainability Manager
Ryan Mallany
Let’s give a big round of applause to Ryan Mallany for being honoured as one of Canadian Grocer’s 2024 GenNext Award recipients! We are delighted to celebrate your dedication to the grocery industry and your pivotal role in advancing our sustainability strategy. Congratulations from everyone at Kruger Products!
Rob Mikulec Jennica Fudge Director Category Merchandising-Fresh, Sobeys Inc. Manager of Planning and Projects, Farm Boy
JAKE
MACDOUGALL ASSOCIATE DIRECTOR, SOBEYS - NATIONAL KRAFT HEINZ CANADA
After graduating from Wilfrid Laurier University with an economics and business degree, Jake MacDougall found himself working at Nielsen as a market analyst in 2013. “My time at Nielsen truly jump-started my career and passion for the CPG industry,” he says.
MacDougall joined Kraft Heinz in 2018, where he’s held various roles in sales and strategic planning. He’s currently a sales director responsible for the Sobeys relationship. “My team and I are focused on continuing to build on our partnership with Sobeys, delivering our financial metrics and, ultimately, providing the best possible experience for the consumer,” he says.
products that answer consumers’ emotional and functional needs.
MacDougall’s success at work stems from his passion for his job, the industry and Kraft Heinz itself. “I really enjoy how dynamic and ever-changing the job and the industry are,” he says. “And working for Kraft Heinz, we have such an important role within all of the communities we service, whether it be programs like Kraft Hockeyville or our partnership with Food Banks Canada. These programs have such a positive impact in our communities, it really makes you proud to be part of it.”
MARILINE MAILHOT
DIRECTOR,
MARKETING, INNOVATION AND PRODUCT
DEVELOPMENT
– ICE CREAM
RYAN MALLANY
CORPORATE SUSTAINABILITY
MANAGER
KRUGER PRODUCTS
With a robust network of internal colleagues and connections across the wider grocery sector, Ryan Mallany has advanced Kruger Products’ sustainability strategy. Acting as a vital bridge between head office and Kruger’s 10 North American manufacturing plants, Mallany influences others to integrate the strategy into business plans, earning
company-wide buy-in on sustainability goals.
Of the company’s emphasis on collaborative progress, he explains, “We have a long-term vision, or guiding light, and involve everyone in the journey with incremental steps.”
Since joining Kruger in 2022, Mallany has delivered many company firsts, including third-party verification of greenhouse gas emissions, a CDP (Carbon Disclosure Project) survey with Kruger’s highest-ever scores and a Product Carbon Footprint
AGROPUR COOPERATIVE
During her 14-year career, Mariline Mailhot has been involved in the launch of more than 150 products in Canada, an achievement in which she rightfully takes pride.
“I’m really passionate about food in general and in having more options for Canadian consumers,” she says, adding that it’s important to launch
Mailhot is particularly proud of the 2019 launch of Natrel Mochi, an ice cream treat wrapped in sweet rice dough and, in 2023, the launch of ice cream bites wrapped in cookie dough. Products such as these bring new shoppers into the frozen aisle by meeting their needs and generating value for them, she says.
Aside from spearheading product launches, “I really like to empower my people and get them to unleash their full potential,” says Mailhot, who leads an 11-member team. “It’s very motivating to make sure I’m seeing their superpowers” so they can bring value to the organization.
Mailhot is on the board of Canadian Food Innovation Network and says Canada has the talent to be a global leader in the food and beverage industry.
analysis for the Bonterra paper products brand. Mallany is also steering a shift to 20% post-consumer recycled plastic packaging for the company’s branded portfolio and developing employee sustainability training modules.
Inspired by his grandparents’ community cleanup efforts, Mallany brings extensive experience from other industries including automotive, and participates in industry sustainability committees such as that of Food Health and Consumer Products of
Canada. “I am looking to grow, learn and increase my influence in the sustainability world,” he says.
CONGRATULATIONS FÉLIX-ANTOINE!
Danone Canada is proud to recognize Félix-Antoine’s leadership, passion and dedication to the grocery industry. Known for his exceptional ability to inspire, he consistently delivers outstanding results and positively influences colleagues with his solution-oriented mindset. A dedicated team player, he excels in cross-functional collaboration, leading teams towards common goals. Félix-Antoine embodies Danone’s focus on serving consumers, customers, and communities.
FÉLIX-ANTOINE HAMEL
Business
A sincere congratulations to all the winners!
Unilever Canada is pleased to congratulate Gabriel Boulanger on receiving a 2024 Generation Next Award, recognizing his drive, passion for the industry and leadership of teams.
Unilever Canada congratulates all of the CANADIAN GROCER GENERATION NEXT AWARD WINNERS.
Development Manager, Walmart Danone Canada
ROBERT MIKULEC
NATIONAL MERCHANDISING DIRECTOR, MEAT EMPIRE COMPANY LIMITED
As national merchandising director for meat at Empire/ Sobeys, Robert Mikulec loves “being in tune with the industry’s rhythm and pulse.” His job includes setting the strategic vision for the meat department, guiding his team in developing promotional plans and forecasting, as well as building strong partnerships with suppliers.
Simrat Parhar’s career began at No Frills, where she spent 12 years mastering front-end operations through roles such as cashier, front-end manager and bookkeeper. This ignited her passion for operations and innovation leading her to join Loblaw Technology and Analytics five years ago, where she now heads the implementation of electronic shelf labels (ESLs) across
“While I do my best to forecast trends, the grocery landscape is dynamic and can shift unexpectedly,” explains Mikulec. “Being adaptable, building flexible plans and staying connected to these shifts make this role both challenging and exciting.”
With an MBA from Western’s Ivey Business School and a background in consulting, Mikulec has held several different roles since joining Sobeys in 2015, with countless successes. One of his proudest achievements came when he was national
merchandising director for seafood. “With our sustainability team and an NGO, I launched a comprehensive seafood supply chain tracking system for our seafood suppliers,” he says. This allowed Sobeys to improve transparency in its seafood sourcing practices.
“I’m deeply inspired by making decisions that are truly sustainable for future generations,” he says. “The ability to make real, lasting change is what drives me every day.”
MELISSA PASQUARELLI ASSOCIATE STORE TEAM LEADER WHOLE FOODS MARKET, BURNABY, B.C.
Loblaw’s store network.
“It’s a project I’m really proud of, as I know how painful I used to find it dealing with paper labels and now it’s all digital and accurate for the customer,” explains Parhar. Implementing ESLs in more than 800 stores has significantly improved operational efficiency, customer satisfaction and resulted in the removal of more than 530,000 weekly paper labels.
As a woman of colour, Parhar says promoting awareness around diversity, equity and inclusion (DEI) is especially close to her heart. She plays a key role in creating weekly newsletters and presentations for townhalls to educate colleagues on specific DEI topics. “The more people know where others are coming from, it helps to pave the way,” she says.
Since moving from Whole Foods Market in the United States to British Columbia, Montreal-born Melissa Pasquarelli has demonstrated exceptional operational and leadership skills. As someone who likes “the chaotic world that is retail,” she is thriving as an associate store team (AST) leader with 173 staff. In fact, she is often lauded for her calm and deliberate approach to any issues that arise.
Pasquarelli enjoys connecting with team members and helping educate them on products, vendors and all the partnerships that make up the Whole Foods community. She organizes the grocer’s Culture Day, which promotes inclusivity and runs events to connect ASTs with local suppliers.
On top of her efforts in-store, she is a big advocate for giving back. Pasquarelli has developed strong relationships with charities such as Food Match and Heart Tattoo Society, which support marginalized individuals. “For me, it really is about the people, culture and community and I’ve had so many opportunities to lean into that at Whole Foods.”
Congratulations Melissa Pasquarelli
McCormick Canada is proud to celebrate for his Generation Next Award
MARK DEMMONS
Recognizing not only his impressive track record of results, but also his commitment to leading and developing others while making significant contributions to his community.
Congratulations Mark!
Whole Foods Market Canada would like to congratulate Melissa and all the winners of the 2024 Generation Next Awards!
For her leadership and passion to our team members, community, and commitment to excellence in the grocery industry. Congratulations on receiving the 2024 GenNext Award! Mitch Cornelius Manager Independent Business Operations
Your dedication to the success of independent grocery operators and their communities truly sets you apart. We are proud to see your hard work, passion and commitment recognized. Thank you for helping us shape a bright future for the grocery industry!
Marc-André Vézina RECIPIENT OF THE 2024 AWARD CONGRATULATIONS
MICHAEL
PERES MERCHANT, GLOBAL FOODS, FLORAL AND BULK WALMART CANADA
When Michael Peres moved from Loblaw to Walmart in February 2022, he expanded his expertise from pasta and other dry grocery goods to global foods, floral and bulk (nuts and seeds). “The global foods category is probably my biggest,” he says. And it’s been rapidly growing, fuelled, in part, by his role in trialling scalable concepts in merchandising that serve new Canadians seeking tastes of home.
Peres is also applauded internally for his teamoriented approach and maintaining a positive attitude on both good and challenging days, which has helped him build lasting relationships in the industry. “That’s really important because the industry is super, super small,” says Peres. “When I moved into the fresh side of grocery at Walmart, I never anticipated collaborating as much as I do with many of the same people that I used to at Loblaws.”
Where might he take his career next? “I enjoy dealing with our fresh vendors—the relationships aren’t strictly transactional, as the business is their livelihood. And so, I’d love to challenge myself with some bigger, higherimpact categories, like in fruits or vegetables.”
FEDERICO RIVERA PRESIDENT RANA MEAL SOLUTIONS CANADA
Since joining Rana Meal Solutions in 2020, Federico Rivera has been key to revolutionizing the refrigerated pasta category in Canada. He has led the launch of groundbreaking products—a premium lasagna that drastically reduces preparation time from 1.5 hours to eight minutes—and introduced unique recipes tailored to Canadians’ regional tastes.
DIYA SAWHNEY
DIRECTOR OF MERCHANDISINGBAKERY &
COMMERCIAL
BREAD WALMART CANADA
Diya Sawhney has proven she’s right on the mark when it comes to addressing customer trends. Since joining Walmart’s bakery and bread division a year ago, she has dynamically expanded product options resulting in higher in-store traffic and sales.
Some of these innovative products have included a
new gluten-free line, Global Foods Bakery line and Promise Bread (with whole grains and less sugar) as part of the “Better For You” brand of bread options.
“Promise has actually grown the business by over 300%, and now we’re looking for the next stage of opportunity, which would be in sweet goods,” she says. “We always want to stay ahead of the curve.”
Sawhney is also helping Walmart partner with small- and medium-sized
manufacturers to get more unique and localized products into stores. In turn, her leadership is providing smaller suppliers (sometimes new immigrants themselves) with direction, scale and opportunities to grow.
On top of introducing new bread innovations, Sawhney is leading the implementation of new processes and technologies that are improving bakery operations, reducing waste and maximizing production efficiency.
Under his guidance, the company’s revenue skyrocketed, and Rana expanded into almost every major and independent retailer in Canada.
Beyond reaching exceptional business metrics, Rivera was instrumental in establishing the company’s partnership with Second Harvest food rescue organization. Rana Canada has donated products worth more than $1 million to help families in need since March 2023. “What keeps me passionate about my work is the opportunity to innovate and positively impact our community,” he says. “I believe food has the power to bring people together and I’m committed to ensuring our products deliver the highest quality and convenience.”
Armando Tenias is helping Nestlé Canada develop grocery e-commerce as a major growth driver for the food company.
Tenias manages Nestlé’s e-commerce business and is establishing ways in which the company can meet consumers where they are.
“By having that higher level of partnership with our retailers, we can better serve the needs of our shoppers.”
Tenias has found ways to improve efficiency at the company, including the implementation of a digitally generated image technology that works on templates and eliminates manual work.
“When you have a large portfolio like we do, over 900 different items with different shapes and forms, it’s really important to find a solution
that can help you to work on those products so you can push them through to retailers,” he says.
To ensure the technology he’s introducing works company-wide, Tenias created a training plan for marketing and sales staff.
“I want to be an enabler for Canadian industry in terms of innovation and digitization and to modernize the grocery industry in Canada.”
MARC-ANDRÉ VÉZINA
SENIOR DIRECTOR, SALES, EASTERN REGION KEURIG DR PEPPER CANADA
Marc-André Vézina was plunged into an unprecedented challenge when he was general manager of Van Houtte Coffee Services at Keurig Dr Pepper Canada (KDP) during the pandemic.
With office workers sent home, sales dropped substantially. So Vézina pivoted to place more focus on essential areas such as healthcare and distribution that were not as hard hit by COVID. And despite major drops in volume, “we were very careful to not let people go.” He leveraged staff to work on improving efficiencies.
“Leading an organization that was highly impacted by COVID and bringing it back to a strong growth pattern was [something] I was proud of. It was very challenging, but it was good to see the rebound,” he says.
Vézina, who has been working at KDP for almost 12 years, was recently promoted to senior director of sales, Eastern region, with responsibilities for major grocery banners, convenience and gas channels. Says Vézina: “It’s super dynamic. There’s no boring day when you work in the grocery, retail and beverage industry.”
MICHELLE ZHENG
SENIOR MANAGER OF EXPERIENCE DESIGN LOBLAW COMPANIES LIMITED
Improving the user experience is what Michelle Zheng enjoys most about her role at Loblaw. With a degree in industrial design and a passion for technology, she has a vision to transform the whole grocery and pharmacy experience—and is well on her way to making it happen.
Zheng and her team recently completed a
redesign of the outdated self-checkout at Shoppers Drug Mart to make it more user-friendly and distinctly branded (including testing with visually impaired individuals), resulting in a 5% increase in customer satisfaction scores.
“I’m really focused on process optimization and making the technology work for people and not against them,” explains Zheng. To that end, she is now working on developing in-store tools for department managers and others that will help reduce tedious tasks and make it easier for them to do their jobs.
Zheng is also focused on making things easier for fellow colleagues by leading an employee resource group, Parent and Caregiver Network, that is helping change perceptions about parental leave and promoting gender equality in the workplace. CG
Kruger Products’
Canadians crown Chavah Lindsay as this year’s winning
designer
2024 Cashmere Collection Show
Kruger Products hosted its annual Cashmere Collection fashion show Wednesday (Oct. 30), raising more than $5 million for the Cancer Society and Quebec Breast Cancer Foundation over its 21 years of support.
The 2024 collection’s theme, “Bloom,” represented the strength, courage and hope of breast cancer survivors.
For the first time, the Cashmere Collection held a live vote for the public’s favourite design, with Chavah Lindsay crowned as the winner. Lindsay’s design was a tribute to her mother and her journey through cancer. For every vote, Kruger Products donated $1 to the breast cancer cause, up to a maximum of $50,000. Canadians were also invited to support the cause by purchasing specially marked packages of Cashmere or Purex Bathroom Tissue during the month of October. For every purchase, Kruger Products donated $1 to the breast cancer cause (up to a maximum of $100,000).
The event, held at the Evergreen Brick Works in Toronto, was hosted by etalk’s Lainey Lui and Traci Melchor, with the live stream taking over billboards in Yonge-Dundas Square for the first time. “We are deeply grateful to all Canadians for their unwavering support of the 2024 Cashmere Collection, and we were thrilled to bring more of the country into the experience this year with our first-ever live vote,” said Susan Irving, CMO of Kruger Products, in a release. “On behalf of Kruger Products, I’d like to congratulate our winner and all the designers for a successful show and for another year of stunning creations. Your inspiring work continues to help fuel our community’s passion in supporting breast cancer awareness and we look forward to bringing everyone together again next year.”
“We’re very ambitious. We don’t stand still or rest on our laurels.”
Diverse offerings, timeless values, and a bold vision for the future
This year, Aurora Importing is celebrating 70 years of bringing a taste of the Mediterranean to Canadian kitchens. It’s been a journey of bold moves, big ideas, and a knack for spotting what’s next—and, of course, an enduring passion for delicious food.
Back in 1952, Nunzio Tumino arrived in Canada from Sicily with little more than a suitcase filled with hopes for a better life for himself and his family. He started with the basics: washing dishes, hauling dirt, shovelling stones. Teaming up with his wife Maria and her family, Nunzio was then able to open Tumino’s Supermarket in Toronto’s west end. It wasn’t just any grocery store—it was a community meeting place for Italian immigrants craving a slice of home—a place where traditions and flavours bridged oceans and generations.
When life gives you chestnuts. . .
After unexpectedly being saddled with 400 large bags of chestnuts from Italy, Nunzio had to find a solution. After he managed to sell them all to other stores, he hatched a plan to start an import business called Aurora Importing. The name, inspired by the “Aurora
borealis,” was fitting. He chose Aurora (“dawn” in Latin) to reflect the new beginning for him and his family. It was also a new dawn for ethnic food importation, which was very underdeveloped in Canada at the time. Seven decades later, that spirit of new possibilities still fuels Aurora’s journey. What began as one family’s pursuit of opportunity in a new land has evolved into a forward-thinking company advancing the import food industry for today’s savvy consumers.
heritage meets innovation
“We’re very much a new company in a lot of ways,” says Aurora President Joe Moscato, who took on that role in 2023. “We’re very ambitious. We don’t stand still or rest on our laurels. Our ownership gives us the freedom to grow and pursue opportunities, and it’s really coming to fruition at this point.”
Since its acquisition by owner Joe Pulla in 2015, Aurora has expanded its focus from traditional Italian imports to new product lines and markets. While the company remains deeply rooted in its original mission of bringing high-quality Italian products to Canada, it has grown its own brands, Aurora and Allessia, and is exploring opportunities in emerging categories, and expanding into food service channels as well as mass, drug and club stores.
“We’re evolving beyond our traditional core and embracing the future, while staying true to the legacy that Nunzio and our predecessors built,” says Moscato.
“Our core will always be rooted in Italian and Mediterranean products; however, we are leveraging our platform and expertise to adapt to evolving consumer preferences, embrace emerging trends all the while increasing our national presence.”
Built for the future
In recent years, Aurora has invested in its infrastructure to support its ambitions. Since 2020, the company has operated from its headquarters in North York, Ont., alongside a state-of-the-art, 150,000-squarefoot automated warehouse, which opened in 2019. A second office in Montreal supports its operations, with nearly 100 employees between the two locations.
“We went from a 40,000-square-foot warehouse to this expansive facility that is focused on efficiency and that has set the stage for the next chapter of Aurora,” says Moscato. “We’ve grown tremendously—in fact, we’ve nearly outgrown our new warehouse already! It’s a great problem to have.”
Cherished partnerships
What began with a surplus of chestnuts has grown into a diverse and expansive portfolio. Today, Aurora’s catalog spans about 3,000 mostly Mediterranean food products, including oils, pasta, tomatoes, coffee, cookies, condiments, risotto and confectionery. Aurora also plays a large role in importing seasonal favourites like panettone and colomba, and is the exclusive importer of Fiasconaro, an artisan panettone brand from Sicily, and offers a selection of specialty products co-branded with Dolce&Gabbana.
Alongside the company’s Aurora and Allessia brands are a lineup of cherished heritage brands that Aurora has long championed. Many of these brands, such as Loacker wafers, illy caffè, Vicenzi, Ponti, and Bialetti, boast histories stretching back decades—or even centuries.
“We’re proud of these longstanding relationships,” says Moscato. “We have been a partner with Loacker, the leading wafer brand globally, for more than 35 years. In parallel, we are fostering newer partnerships, such as with Rodolfi, established in Parma, Italy with over 125 years of expertise in cultivating Italian tomatoes. These enduring and emerging relationships are expanding as we recognize and seize opportunities within the Canadian market.”
european influenCe
Aurora’s strategy has always been about cultivating partnerships with top-quality brands while keeping pace with fresh, diversified offerings. From the start, the company has excelled at anticipating consumer needs and introducing innovative products to meet those needs. With today’s savvy and demanding consumer, that kind of flexibility isn’t just smart, it’s essential.
To stay ahead of the curve, Aurora looks to Europe, attending annual food fairs and monitoring emerging trends.
Moscato states, “Europe typically leads the way within the food industry. Our goal is to understand the latest trends, discover emerging products, consumer preferences, and we endeavour to take these learnings to introduce innovation to the Canadian market.”
Beloved Brands aurora and allessia
That forward-thinking approach extends to the company’s cherished Aurora and Allessia brands, which make up about 50% of the company’s total volume. The Aurora brand embodies everyday essentials, offering high-quality,
value-driven products sourced from across Europe (Italy, Spain, Greece, Portugal), the Americas, and locally within Canada.
“The Aurora brand is the heart of our business—it’s core to who we are,” says Moscato.
“Our recent initiatives in packaging, product innovation, and brand revitalization constitute essential components of our growth strategy. Although Aurora is recognized for its genuine Italian offerings, it also serves as a fundamental ingredient source for every kitchen, providing quality ingredients at approachable prices.”
Meanwhile, the Allessia brand offers high-end products with sophisticated packaging, featuring items like La Bomba Hot Antipasto Spread, San Marzano Tomatoes, Sicilian Cherry Tomato Sauce, and Piquillo Bruschetta topping, among many others. Designed with today’s discerning consumer in mind, Allessia’s clean, quality ingredients reflect Aurora’s commitment to keeping pace with the demands of today’s home chefs. As part of the company’s 70th anniversary, Allessia is getting a brand makeover to better reflect its key attributes: quality and authenticity.
The company has also expanded into health-conscious products, such as gluten-free pasta, non-GMO and organic items, while diversifying into ethnic foods to meet Canada’s multicultural culinary landscape.
fresh new horizons
The company’s ambitions fueled its expansion into Western Canada, a pillar of the company’s distribution growth strategy. The West is also
key to new product growth opportunities on the horizon, particularly in fresh categories like cheeses and meats.
“Our sister company Edoko Food Importers in Port Coquitlam, B.C., has deep knowledge in the cheese market,” says Moscato.
“We are tapping into years of expertise within this specialized segment by our West team while leveraging the strong, historic relationships we have established over the years. There is significant loyalty and backing from our customer base for this initiative. We believe there is room for authentic, quality, specialty items within the market.”
A community connection
Keeping Aurora’s legacy of community and good food alive, in early 2020, Aurora launched a Cash-and-Carry outlet store, adjacent to it North York warehouse, which has since evolved into a community hub for food lovers. Echoing the welcoming spirit of Tumino’s original grocery store, the outlet invites locals to sample espresso, connect with their community over their mutual love of food, discover Aurora products, and explore imported brands and gift sets.
into the future
ances on MasterChef Canada, Chef Pino brings his dynamic energy to sharing recipes and culinary tips and providing fresh takes on Mediterranean classics. He engages younger audiences, not only on the Aurora website but across its social channels like Instagram and TikTok.
and honor the significant contributions of Italian immigrants to business, food, culture, and beyond. This year, we are particularly excited to celebrate this important milestone.”
Delighting customers
From honoring its heritage to embracing new opportunities, Aurora Importing is poised to bring exceptional food and innovative ideas to the world for another 70 years—and beyond.
A milestone yeAr
Aurora has enhanced its digital presence with a revamped website and the tagline, “Great food has no borders.” The site features an online shop where customers can purchase their favourite products, alongside dynamic new content from Chef Pino Di Cerbo, Aurora’s Head Chef. Known for his appear-
In 2025, Aurora celebrates its 70th anniversary with a special commemorative logo featured on flagship products and a 360-degree campaign spanning instore promotions, TV, print, online media—and a consumer contest offering a grand prize trip to Italy.
There will be several events planned in collaboration with our partners,” says Moscato. “We are planning a major celebration in
“Our young team is energetic, motivated, full of ideas and ready to carry this legacy forward,” says Moscato. “We are proud to be a family-owned business, a characteristic that will remain constant. Our strong foundation, established by our founder and upheld by the Pulla family, is a testament to our undying commitment to our consumers. Additionally, we cherish the enduring relationships we have cultivated with our partners and independent retailers, and we always recognize and cherish the value of these relationships.”
In the end, he says, Aurora’s mission is simple yet profound: to delight consumers.
“We offer a variety of products including pasta, oils, tomatoes, and other delectable food items. We regard the trust of our consumers as a significant responsibility, and we are dedicated to providing them with something exceptional each day,” says Moscato.
“Our objective is to craft unforgettable experiences centered around food, and there is no endeavor more rewarding, particularly for those of us who possess a genuine passion for this pursuit.”
Grounded in tradition and passion for good food, Aurora Importing is a company forever driven by fresh ideas, ready to meet the dawn of new opportunities.
CFO Peter Dichio and President Joe Moscato
DESIGNING TOMORROW’S SUPERMARKET
From sustainability to storytelling, innovative store design is reshaping the grocery shopping experience
By Rebecca Harris
SUPERMARKET DESIGN HAS come a long way from the days of narrow aisles, harsh lighting and drab colour palettes, when stores were designed for function rather than aesthetics. However, changing customer expectations and increased competition in the omnichannel world means conventional grocers need to elevate their physical spaces now more than ever.
With more shopping happening online, for example, the focus for many retailers is on efficiently fulfilling orders, “which is kind of impersonal and disengaged from the store,” notes April Matthews, retail designer at King Retail Solutions (KRS).
“To balance that, retailers are trying to make being in stores a more interesting experience,” she adds. “So, the decor is getting nicer and they’re creating a more personalized and entertaining experience. They want customers to feel it was worth the effort of getting off their phones and getting out of their cars and being in the store.”
There’s an opportunity for retailers to level up their store designs to ensure they resonate with today’s choice-filled shoppers. Here’s a look at supermarket design trends from home and abroad that can draw customers in and keep them coming back.
GROCERY RETAIL AS HOSPITALITY
One trend that’s gaining traction is the shift towards hospitality-inspired store design. While convenience and efficiency are still important, there’s an opportunity to create environments that invite customers to linger.
“Zones that are customer facing will become more experiential. For instance, more stores will have cafés that give customers a place to sit and enjoy a coffee, gelato, or even beer or wine,” says Seth Maddox, creative director at KRS. “Offering these types of experiences will continue to hold true because grocers have to elevate the in-store shopping experience.”
A prime example of this shift is L’OCA Quality Market, which opened a flagship store in Sherwood Park, near Edmonton earlier this year. The specialty store, designed by KRS, combines a full grocery assortment with two restaurants, freshly roasted coffee, wood-fired pizza, an expansive deli and more. The store also features a demonstration kitchen for cooking classes and seasonal events. “The entire concept was built around the idea of inviting people in—not just to shop for groceries, but to enjoy a variety of food and beverage experiences,” says Maddox.
Adds Matthews: “They thought of grocery as hospitality rather than retail, and they’re really trying to connect with people and make it a personal experience.”
Italian Centre Shop takes a similar approach, embedding a community-focused environment into the design of all five of its Alberta locations. “Our stores are all gathering places,” says Anthony De Santis, the grocer’s director of operations and business development. “We have cafés in all our stores, so everyone gathers, has coffee together and shops. We try to give everybody a cultural experience.”
Design elements throughout Italian Centre Shop locations further enhance the European-inspired atmosphere. The Sherwood Park store, for example, has shelving that mimics Roman aqueducts, as well as cathedral-style wall fixtures and flooring from Italy. And since Sherwood Park is a sports-loving community, that theme is woven into details such as soccer-inspired tiles and bocce ball court-inspired aisle signs.
With each store, the retailer aims to capture the spirit of the community, “but it’s always Italian and European themed,” says De Santis. “We’ve heard it many times when people are sitting
In terms of in-store graphics, less is more and food products are front and centre at EDEKA’s Store of the Future concept in Germany
in our cafés, ‘I close my eyes and I feel I’m in a café in Rome.’”
Bernhard Heiden, chief strategy officer, Schweitzer and creative director, Interstore, based in Northern Italy, is observing the hospitality trend in Europe and North America. “In Europe, everybody wants to sit in a supermarket; the French and Irish supermarket companies, in particular, learned to incorporate gastronomy,” he says. “Hospitality is becoming more important, and stores have more of a food court feeling … It’s no longer a boring supermarket. It’s hospitality and community with a big fresh component.”
GOING GREEN IN GROCERY
Another growing design trend is the focus on sustainability. Many grocers are looking at how to create more environmentally friendly stores, from building with eco-friendly materials to installing energy-efficient systems.
One international example of the sustainability shift is EDEKA’s Store of the Future, a pilot store that recently opened in Nauen, Germany. Sustainability is integrated into nearly every aspect of construction, design and operations, with Interstore and Schweitzer responsible for EDEKA’s store design and shopfitting. “It’s not 100% sustainable, but everything that is currently possible [in sustainability] is in this store,” says Heiden.
The building, for example, was constructed with sustainable wood and natural insulating materials. Waste heat from the Waterloop refrigeration system is used to heat the store, which Heiden says is not air-conditioned. With Interstore and Schweitzer’s flexible shopfitting systems, nothing is fixed to the floor, which will make it easy for the grocer to continually adapt the space at lower costs and reduced material consumption.
The EDEKA Store of the Future concept was based on “a less is more” philosophy, explains Heiden. “From a signage and graphic standpoint, everything is reduced so only the product is in focus and not the decor and design elements in the store.”
ELEVATING THE FRESH EXPERIENCE
Fresh departments have long been a focal point in grocery stores, but the emphasis on fresh foods continues to gain momentum. Retailers are not only offering a wide range of fresh products, but they’re also designing their stores to spotlight fresh offerings in creative and engaging ways.
“We continue to see the elevation of fresh, with fresh departments being given a lot more prominence, effort and investment,” says Vince Guzzi, managing partner of Watt
International, a retail strategy and design consultancy in Toronto. “For example, in fresh, there are a lot of speciality fixtures—long gone are the days when you just dump apples in a big bin. There is a lot more creativity in terms of how you stage the product to romance it a bit more.”
Guzzi also believes once a consumer decides to shop in store, they arrive with heightened expectations, particularly in the fresh department. “Food shopping, unlike other types of shopping, still involves a very physical, tactile experience,” he says. “I want to see the tomato I’m choosing and not rely on someone in a warehouse to do it for me. Once consumers are in the store, their expectations are, ‘let me learn, let me interact, let me discover.’”
Jean-Pierre Lacroix, founder and president of Toronto-based Shikatani Lacroix Design (SLD), agrees grocers need to think strategically about how to amplify fresh. One way is through expanded home-meal replacement (HMR) sections, which are often strategically placed in the fresh department. “Home-meal replacement is a great strategy, as retailers can gain additional purchasing occasions and increase basket size for customers.”
Beyond HMR, Lacroix points to an IGA Extra location in Saint-Laurent, Que. as a prime example of a forward-thinking fresh department. Since 2017, the store has been selling certified organic produce grown on a rooftop farm using green design and infrastructure solutions. Once harvested, the produce is displayed in the store under the banner “Frais du toit” (fresh from the roof), while a TV provides a live feed from the roof. “We’re seeing fresh being taken to the next level,” says Lacroix.
SETTING THE STAGE FOR FOOD THEATRE
In tandem with the trend of elevating the fresh department is the rise of food theatre, which transforms food shopping into an interactive, engaging experience.
L’OCA Quality Market, for example, has a variety of gourmet food offerings made in house from scratch, and much of the food preparation is on display for customers to see. Through design elements such as distinct food zones and open kitchen areas, shoppers can watch the culinary team at work. “It’s all about food presentation and food theatre, making the shopper feel like they’re not just shopping, but almost collaborating on what they’re putting in their carts,” says Matthews from KRS.
Lacroix gives the example of a supermarket chain his firm is working with in China. The seafood department features a selection of fresh fish swimming around in tanks, including cod, sea bass, lobsters and shrimp, as well as already-butchered fish on ice. “It’s like going to a big aquarium,” says Lacroix.
The experience doesn’t stop there. Customers can select a piece of fish, have it filleted in front of them and then take it to a nearby cooking station, where it’s prepared to order along with noodles or vegetables. “They take fresh to a whole new level that North America doesn’t even come close to,” Lacroix says, noting fish sections are often tucked away in the back corner of stores. His advice to Canadian grocers? “Get serious about fish … There is an opportunity to reinvent the customer journey and create true centres of excellence.”
STORYTELLING BY DESIGN
As the focus on fresh and healthy eating grows, consumer education is increasingly relevant, notes Brian Bettencourt, senior creative directive at Watt International. Grocers, for example, are putting more effort into promoting better eating habits
through the integration of technology. “The digital display component is huge,” he says. “Being able to bring real-time information into the store is important, whether it’s through promotions or personalized messaging based on consumer preferences.”
KRS’s Maddox also emphasizes the role of storytelling in elevating the fresh experience. “You can’t charge [a premium] for an organic apple unless you tell the story behind it, to some extent,” he says. A big part of what KRS helps retail clients do is tell that story, whether it’s through imagery, signage or copy that explains the product’s origins or health benefits. “It’s often about local farms that they’re getting product from or snippets about health and nutrition,” Maddox says.
While the integration of digital signage is a key part of modern store design, creating compelling content is equally important—an opportunity that’s often missed. “We’ve seen the first generation where everybody jumped on the bandwagon and put screens in highly visible areas in their stores. But, they ended up [playing] HGTV because they forgot an important part: the content,” says Guzzi from Watt International. He advises retailers to be purposeful about their content and storytelling, “versus a bright screen that is designed to capture people’s attention.” Beyond signage, layout and product adjacencies also play a role in storytelling. For instance, bringing proteins together with fresh produce and shelf-stable items—along with a digital component—can showcase meal ideas that fit consumers’ lifestyles. “You’re making people’s lives easier and giving them meal ideas for the week,” says Bettencourt. “They’re going to think, ‘you’re really listening to me.’” CG
Fresh
PRODUCE PRESENTATION
FRESHEN UP
Five ways to give your produce department a boost
By Rebecca Harris
A gre At produce section is essential for attracting and retaining customers. Fresh fruits and vegetables contribute to a positive overall shopping experience, but one bad apple can spoil it all. Here are key tactics grocers should consider to help take their produce departments from ordinary to outstanding.
Commit to freshness and quality: Customers shop with their eyes, so quality and freshness are critical to any successful produce department. “The most critical element is the quality of the product; good-looking produce can sell itself,” says Christy McMullen, co-owner of Summerhill Market in Toronto. “We are at the Ontario Food Terminal every day choosing products and making sure they are of the highest quality.”
At The Big Carrot in Toronto, a priority is “freshness that speaks for itself,” says produce manager Vito Morelli. “For
decades, our customers have associated our produce department with vibrant, high-quality, organic options that exceed expectations. We do this by collaborating closely with local and regional organic farms and suppliers to receive small, fresh shipments multiple times a week.”
Clean and cull: Ensuring cleanliness throughout the department is essential, from sweeping debris-prone floors to making sure displays are spotless. “Produce can be messy, and so it is crucial to be extra diligent, checking up on it hourly and doing regular deep cleans of the shelves and area,” says McMullen. Keeping the produce department tidy also involves removing wilted or spoiled items. “For example, trimming bad leaves [from a head of lettuce] can make a big difference—it makes it a ‘wow’ display,” says Greg Palmer, vice-president of trade and marketing development at the
Canadian Produce Marketing Association (CPMA). “It can also entice the customer to buy a new and exciting item, or something they haven’t bought in a while.”
At The Big Carrot, the team regularly conducts rigorous checks in the produce department, says Morelli. “We quickly remove and filter items that don’t meet our high standards.” Many of these items are repurposed to prevent food waste.
Cater to diverse tastes: With Canada’s rising immigration, grocers should stock items that resonate with various cultures. “To be the best in fresh, it’s more important than ever to make sure you’re meeting the demands of new Canadians and the diversity of cultures across the country,” says CPMA president Ron Lemaire. He advises grocers introduce “the right products for the right communities in your region, while still meeting the basic elements of merchandising.”
Talk the TikTok: “Sometimes you need to eat an entire cucumber.” That’s according to social media star Logan Moffitt, whose simple but inventive cucumber recipes went viral on TikTok this year. CPMA’s Palmer suggests grocers pay attention to social media trends to identify potential tie-ins. “How easy would it be to say, ‘Looking to try a new TikTok recipe? Come to our store to buy cucumbers—they’re on sale this week,’” he says.
Engage the community: The produce department can be a gateway to creating connections with the local community. “Our customers have been shopping here for decades, forming personal connections with our long-tenured staff,” says The Big Carrot’s Morelli. “We also host seasonal tastings, recipe demos and workshops where customers can learn more about organic produce by connecting with their neighbours. These events often feel like gatherings of friends rather than store promotions.” CG
The ACTION:
In 2024, we installed solar panels on our grading stations and farms in Southern Ontario.
The GOOD:
We expect to harness enough power to sustain approximately 65 average households every day, reducing our energy consumption up to 26%*
L.H. Gray & Son has grown significantly since its early days, but still maintains a focus on quality, innovation, partnerships and customer service.
L. H. Gray & Son was established in Ridgetown, ON by Bill’s parents Lyle and Ina Gray, as an egg grading station. The company continued to expand, supplying eggs under the Gray Ridge Egg Farms brand, and today is a leader in the Canadian egg industry, with grading stations in Strathroy and Listowel, ON.
By building holdings in several other family-run businesses—including Golden Valley Foods in BC, Sparks Eggs in Alberta, and Perth Country Ingredients and Global Egg Corporation in Ontario—L. H. Gray & Son supplies eggs and specialty egg products to the retail, foodservice and industrial markets.
Canadian Grocer sat down with the executive team at L. H. Gray & Son to find out more about the company’s history, its continued focus on quality and innovation, and the significance of supporting local partners and local community.
A History of Customer Service
What do you think has been the secret to success for L. H. Gray & Son?
Mike Walsh, president: Our team, across all businesses, has worked really hard to build the reputation we have in the industry for on-time delivery and excellent supply. Reliability is everything to us. Disappointing our customers is not an option. Bill lay that foundation early on; it’s now just what we do.
How has the company’s focus changed over the years?
MW: Our focus has always been on eggs, quality, innovation, partnerships and customer service. But there have been changes over the years. In the early years our vision was to provide local grading for egg farmers in Southwestern Ontario. Our partnerships have always been vital to us, with farmers, our team of employees, suppliers, and our customers. All of our business units began as family businesses which have a similar vision and values, including Gray Ridge Eggs in Ontario, Golden Valley Foods and Vanderpol’s Eggs in BC, Sparks Eggs in Alberta, and Global Egg Corporation/EggSolutions in Ontario. Today we’re all things eggs in Canada and beyond, with a focus on innovation. In terms of shell eggs we focus on local grading in the different markets we serve. We’ve expanded into the further processed egg market, both nationally and internationally, as well as the ingredients market through Global Egg Corporation and value-added egg products through the EggSolutions group of companies. We also offer dried eggs with state-of-the-art facilities in BC, Alberta and Ontario. We have three key customer groups: Our local egg producers whose products
Bill Gray, Owner of L.H Gray & Son
Keep growing, keep building and operate as if you will go on forever”
Bill Gray, owner of L. H. Gray & Son.
we bring to market; our retailers, who need a reliable supply of quality eggs for their customers; and the everyday consumer, who want quality local eggs and egg products. As we expanded our further processed products, we have added foodservice providers and food manufacturers—including human food, pet food and agricultural feed—to our customer roster.
What makes products from L. H. Gray unique in the market?
MW: We supply local shell eggs, something that’s important to our customers and consumers as we work toward a more sustainable future. It’s also key to us that all of our business units are integrated in their local communities and support local hiring and initiatives. Innovation is a significant focus for L. H. Gray, in both shell eggs and further processed egg products. From foodservice to food ingredients, we always have and continue to invest in improving our operations and building a team that anticipates where the market is going, and works to give our partners the edge to move into the future.
Sustainability and Community Involvement
How are you making your operations more sustainable?
Scott Brookshaw, executive vice president: We call our sustainability initiatives “taking local action for the greater good.” We are constantly looking at our operations to see where we can boost our sustainability. In 2023 in Ontario we added solar panels to both of our Gray Ridge grading stations, and we are currently on our way to reducing our energy consumption by up to 26 per cent. In fact, we won the Canadian Grocer Sustainability Impact Award for these efforts in 2024. In Alberta this year our business unit Sparks Eggs secured a $500,000 investment from Emission Reduction Alberta through the Circular Economy Challenge. The funding will help Sparks Eggs become one of the first companies in Canada to create value-added pet food and animal feed from inedible dehydrated eggs that would otherwise end up in landfills. The process will divert approximately 500 tonnes of egg waste annually from waste management systems.
How are some ways L. H. Gray connects to communities?
SB: L. H. Gray & Son is a proud supporter of Breakfast Club of Canada, a non-profit that works to ensure kids across the country receive a healthy breakfast before going to class every day. Part
of our support includes our local teams going into the schools in their communities to help with breakfasts. In addition, our affiliate EggSolutions donated 22,180 lbs. of cheese and plain omelettes to the Daily Bread Food Bank in 2024, providing more than 75,000 servings to those in need. We’re proud to see EggSolutions support the community every year and remain committed to making a difference wherever they can.
Product Development and Innovation
Why do eggs continue to be so popular with consumers and retailers?
Sean Mateer, vice president of Sales and Marketing: Eggs offer great versatility, and are a staple in every meal part in every culture. Compared to meat, eggs are an affordable protein, offering high quality and high digestibility. We provide eggs that fit every individual food philosophy, from affordable and functional products such as conventional eggs, to nutrient-enhanced products containing Omega-3, lutein and Vitamin D. Eggs are also convenient and snackable, with products such as omelet bites available in different flavours. Today, consumers are also looking for value, so we’re investing in our capability to produce larger pack sizes like 18- and 30-packs which offer additional value to the consumer while increasing basket size for the retailer.
How have you kept a focus on innovation as the company has grown?
Aaron Kwinter, president, Global Egg Corporation/EggSolutions: On the shell egg side, the innovation isn’t so much from changing the egg—eggs are a basic staple, and consumers are always looking for wholesome, high-quality eggs. Instead innovation comes from how we can build efficiencies in our operations to meet growing egg consumption, due primarily to our growing population. On the further processed egg side, our motto is “Real eggs. Simplified.” Customers are looking for innovative egg products that save them labour. From pasteurized liquid egg and already peeled hard and soft boiled eggs, to heat and eat egg products, it’s all about offering our customers the egg products and ingredients they need to do what they do best.
L. H. Gray & Son is a proud supporter of Breakfast Club of Canada.
90 Years in Canadian Food Processing
Looking Ahead
How is L. H. Gray & Son celebrating its 90th anniversary?
Bill Gray, owner, L.H. Gray & Son: Because L. H. Gray & Son started in Ontario, we will be calling out our 90+ years on our Gray Ridge Egg Farms packaging, our heritage B2C brand. These commemorative packs will hit the market in 2025. In terms of the future, we will continue to focus on telling the L. H. Gray & Son story, our B2B corporate brand which encompasses all of our companies in all sectors, and we will start to talk to our retail customers about it as the brand behind each of our business units. We will also continue to invest in operations and innovation so that we can continue to provide best-in-class service and products to our customers and partners. On the further processed egg part of the business, we call this our “think outside the shell” philosophy.
TIMELINE
90 Years and Counting - A History of L. H. Gray & Son
A number of family-run businesses have joined the L. H. Gray & Son group of companies over the years. Together they supply egg products to the retail, foodservice and industrial sectors.
1934
The L. H. Gray egg grading station is established by Lyle and Ina Gray in Ridgetown, ON.
1950s
Golden Valley Foods is created by Peter Funk and his family in Abbotsford, BC. The Vanderpol family establishes Vanderpol’s Eggs in Abbotsford, BC.
1970s
Kwinter Packers is started by the Kwinter family to supply the Toronto, ON area with value-added liquid egg products. The Gilani family purchases Sparks Eggs in Calgary, AB to provide egg grading services to Alberta farmers.
1980s
Perth County Ingredients, a producer of dried egg products in St. Marys, ON, is acquired by Vanderpol’s Eggs.
1990s
Kwinter Packers becomes the Global Egg Corporation and adds frozen products to its value-added egg offerings
2000s
EggSolutions is created as the innovation arm of Global Egg Corporation.
2010s
Golden Valley Foods and Sparks Eggs join the L. H. Gray family. EggSolutions and Vanderpol’s Eggs merge to form EggSolutions-Vanderpols, continuing to service Western Canada and beyond. Vanderpol’s Eggs and EggSolutions create EggSolutions-EPIC in Alberta for the industrial egg market.
2020s
The new Sparks Eggs state-of-the art egg grading station and egg upcycling facility is built in Calgary, AB.
The Golden Valley Foods grading station in Abbotsford, BC is completely retro-fit with the latest cutting edge grading and packaging equipment.
1. L. H. Gray grading station in Ridgetown, ON.
2. Bill Gray as a boy.
Vanderpol’s first egg company sign, around 1957
Groundbreaking at the new EggSolutions facility. The Perth County Ingredients facility.
The EggSolutions team celebrating a team award.
The Golden Valley delivery truck, around 2015.
The leading edge Sparks Eggs grading station and egg upcycling facility in Calgary, AB.
Aisles
PROTEIN POWER
How companies are meeting the demand for protein-rich products
By Matt Semansky
From boosting metAbolism to supporting muscle development and curbing late-night cravings, there are numerous health reasons why regular protein consumption is important for everyone.
Nevertheless, our relationship to protein is changing. Nourish Food Marketing’s 2025 Trend Report reveals 71% of consumers want to eat more protein. In addition, research from Ipsos Five reports the number of Canadians who identify protein as their most important nutritional consideration has risen 112% since 2015, and 20% since 2020. While it still trails calories, sugar and sodium in terms of health priorities, Ipsos indicates protein is, by far, the fastest growing.
This pattern is reinforced by Agriculture and Agri-Food Canada, which reports, in 2023, packaged food proteins (animal derived and plant based) totalled a volume sales of 32.4 thousand tonnes. These sales grew at a compound annual growth rate of 2.4% between 2018 and 2023 and are forecast to grow by 2.3% to 33.6 thousand tonnes in the five-year period ending in 2028.
“Our consumers are increasingly aware of the well-documented benefits of protein, such as weight management, muscle building and overall well-being,” says Sandra Cadieux, senior vice-president, strategic business
Aisles
development at Saputo. “As these consumers become more health conscious, there is a greater focus on meeting specific nutritional needs through a high-protein diet.”
Several factors are driving this growth. For one, Canadians are seeking protein from a greater variety of sources, and consuming it throughout the day. In response, food manufacturers are launching protein-forward innovations across several categories and featuring high-protein claims more prominently in their marketing.
“What we see from consumer input is that Canadians are open to getting protein in a wide range of categories,” says Joel Gregoire, associate director, food and drink for Mintel. “It’s not just meat and milk.”
Unlikely sources
Gregoire has seen protein claims pop up in products ranging from cereal to pretzels. That’s in addition to the recent cottage cheese craze (thank you TikTok!) and well-established items such as protein bars. And Ipsos Five research reports that, within the packaged goods sector, those items—along with yogurt and even sliced bread—are among the top categories consumers associate with “a good source of protein.”
“The big takeaway is the variety of categories in which protein is a relatable, credible claim that may not have been top of mind years ago,” Gregoire says.
Logan Chambers, senior director of marketing at PepsiCo Foods Canada, says consumer interest in protein has created an opportunity for the company’s Quaker brand. “Most consumers and families with children are turning to protein in more convenient formats and looking to incorporate its benefits across all facets of their diets, including boosting their usual morning routine,” he says.
Chambers points to several Quaker products that zero in on the desire for protein at breakfast, including Quaker Harvest Crunch Protein Granola Cereal (19 to 20 grams of protein per serving), Quaker Protein Pancake mix (13 grams per serving) and the brand’s instant oatmeal with varying levels of protein depending on the SKU.
Geared towards athletes, Truely Cereal is a high-protein, low-calorie, no sugar added breakfast option available in a
variety of flavours including honey, cocoa and chocolate peanut butter.
Protein is also branching out beyond its traditional place at the centre of mealtimes and is, increasingly, becoming part of Canadians’ snacking experience. Cheese-based snacks, hummus and jerky—both meat and plant-based—are among the products consumers are grabbing for a quick-hit of protein.
On the salty snack food side, specifically, SimplyProtein’s restaurant style tortilla chips—in Sea Salt, Hint of Lime and Hint of Habanero varieties—offer 12 grams of protein per serving.
There are even options for sweettoothed consumers who want a little more substance in their midday treats. Launched this past fall, Protein Candy promises snackers 14 grams of protein per bag and only four grams of sugar, without any artificial colours or flavours. According to Devin Powell, vice-president, retail for Protein Candy, sales in Canada have been strong enough to prompt the company to introduce the product to the U.S. market. “Protein Candy is filling the gap in the market between protein bars and candy to bring the best of both worlds together,” he says.
Gregoire says lifestyle factors, and the simple need to feel full, have as much to do with the popularity of protein-filled snacks as health benefits. “People are busy and have more of a reason for snacking, and they use protein to satiate,” he says, adding that protein can also be linked with keeping up energy levels.
It all adds up to more protein-rich products in more categories than ever before, made to consume at any time of day. As Jenny Longo, vice-president, private brands at Longo’s, puts it: “Protein-forward and healthier snacking options are a trend we’re seeing right now and expect it to grow through the foreseeable future.”
Whole foods and revamped classics
While products such as cereal and candy are expanding the notion of what foods provide a good hit of protein, interest in traditional sources hasn’t waned. Some food manufacturers are putting a higher-protein twist on staple products. One such company is Saputo, whose Dairyland 18g of Protein beverage contains twice as much protein as regular milk.
Saputo’s portfolio of protein-rich milk products also includes Joyya Ultrafiltered Milk, which offers 18 grams of protein per serving, and Milk2Go Sport Pro, which is marketed to serious athletes for muscle recovery and contains up to 38 grams of protein per bottle.
In addition, Saputo is a protein player in the snack space via its Cheese Sticks, Nibblers and Combos products. “Protein is a growing category, and we are actively innovating and launching products to answer the needs of consumers,” says Cadieux.
Even in the world of meat—arguably the first food to come to consumers’ minds when they think of protein—there are signs of innovation. According to the Whole Foods Market Trend Report for 2025, organ meats are having a moment. The report states: “Organ meats are being touted as a superfood providing significant protein, vitamins and minerals, leading shoppers to seek meat blends that combine traditional muscle meat like ground beef with organ meats and making it easier to enjoy the nutritional benefits without having to learn how to prepare liver, kidney or heart.”
Generational effects
Protein is popular with consumers of all ages. PepsiCo’s Chambers cites research from the NNEdPro Global Institute for Food, Nutrition and Health that shows online search interest for the term “high protein” increased 32% in the 12 months leading up to May 2023, with no indication this five-year high will slow down.
But not everyone approaches it the same way. “The way our consumers engage with protein varies significantly across generations,” says Saputo’s Cadieux. “Our gen-Z consumers tend to focus more on sustainability and the impact of diet trends on social media, while our millennial consumers value convenience and health, often opting for protein-rich snacks and meal replacements to fit their busy lifestyles.”
Teresa Spinelli, owner of the Alberta-based independent grocery chain Italian Centre Shop, says gen-X and baby boomer shoppers have slightly different priorities. “Older generations tend to stick with familiar protein sources,” she explains. “I think older demographics are interested in protein for its benefits in maintaining muscle mass to support healthy aging.”
CHOCOLATE AND CARAMEL
Flavoured coffee in capsules compatible with Nespresso* Original machines
*Lavazza is not affiliated with, endorsed or sponsored by Nespresso
IN THE BLACK
Here’s a look at what’s brewing in coffee consumption in Canada
By Rosalind Stefanac
it’s A pArticulArly hot moment for coffee in Canada as consumption is up and coffee’s share of the overall commercial beverage category continues to grow. According to Ipsos Food and Beverage Tracker, excluding water, coffee’s share of the commercial beverage category has grown 14% since 2015, with no signs of slowing. The latest numbers from Statista show revenue from coffee purchased from supermarkets or convenience stores in Canada (not including ready-to-drink coffee beverages) amounted to US$3 billion in 2024 and is expected to grow annually by almost 2%.
While brewed hot coffee makes up the majority of the category at 77%, growth has been more noticeable in cold and specialty coffees, driven by gen Zs and millennials, says Mauricio Yin Vieira, vice-president, market strategy and understanding at Ipsos. These younger populations are drinking a lot less coffee than boomers, he says, but their penchant for coffee beverages from foodservice delivery and ready-to-drink items is growing fast enough for retailers to keep on their radar.
Vieira says gen Zs and millennials are also more motivated by value than older generations who may have more disposable income. “For retailers, I think it’s about finding the balance as you have three generations of consumers looking for different things, so how do you ensure you have everything available in-store,” he says. “And figuring out that value equation for younger cohorts is even more important.”
A quality brew
Darlyn Reyes, senior director, marketing and e-commerce at Zavida Coffee
Company, says she is seeing sales go up in value packs and promos, but on the flip side, consumers don’t want to give up “quality or that luxury in-home experience” either. To that end, Zavida offers 40 coffee flavours of which Hazelnut Vanilla is a best seller and Crème Brûlée the fastest growing. The company also launched its variety pack 24 Days of Coffee Advent Calendar for a second year with Nespresso and Keurig-compatible pods to be enjoyed hot or cold. “It’s this idea of crafting fun and giving them something experiential,” says Reyes.
Given that consumers want variety, Reyes says retailers can introduce them to coffee flavours through demos and promotions. “It’s that liquid to lips strategy … and there is more openness to it now [post-COVID],” she says. “Flavour is such a personal thing and to be able to taste something goes a long way.”
The growing desire for a high-quality coffee experience is also driving consumers to purchase more whole beans for at-home brewing, says Teresa Spinelli, owner of Italian Centre Shop in Alberta, noting sales of espresso beans are rising year over year at the chain’s five locations. “We have grinders beside our coffee beans and most new machines have grinders in them,” she says. “We also see coffee bean sales go up at Christmas as people like to bring them as gifts with wine or a panettone.”
Percolating with purpose
One black cloud over coffee, however, is the fact it has the highest environmental footprint of any beverage—even alcohol. “It’s energy-intensive for us to produce, cultivate and ship … and then consumers buy it and plug in a machine that
consumes power to brew it,” says Serge Picard, owner of Quebec-based coffee importer Café William. “When you add milk or milk substitutes, it’s off the charts in terms of CO2 gases.”
This growing awareness around coffee’s environmental impact is driving consumers to seek eco-friendly packaging and sustainable sourcing practices such as fair trade and organic or shadegrown varieties that help prevent deforestation. “People are asking questions about where their coffee is coming from and that’s why we sell a lot from local roasters where there is that traceability factor,” says Evan Hall, category manager at Ontario’s Goodness Me! Natural Food Market. “Overall, I feel there is a lot more thoughtfulness lately in what people are buying when it comes to coffee.”
Sustainability—coupled with health concerns around caffeine—is also fuelling the development of coffee alternatives made from plants, herbs and grains requiring less water (e.g. chicory, mushrooms, dandelion or barley). According to data from Mintel, the demand for healthier beverages, including coffee alternatives, has been rising steadily.
Yet, companies such as Café William are proving that making efforts now can do wonders to help ensure coffee’s supply chain (which employs millions of people worldwide) can continue more sustainably in the long-term. As one of the largest importers and roasters of organic and fair-trade certified coffee in Canada, Café William implemented the world’s first hydroelectric coffee roaster in January. It also initiated the first cargo sailboat to carry 72,000 kilograms of coffee beans from Colombia to North America, using half the CO2 of its regular cargo ships. CG
Express Lane
SLOW AND STEADY After a year marked by financial insecurity, Canada’s economy could soon turn a corner
By Kristin Laird
THOUGH INFLATION AND interest rates are cooling, many Canadians are still feeling the pinch when it comes to essentials such as food and housing. But there’s reason to be optimistic. We asked Chris Li, industry analyst, consumer staples discretionary at Desjardins Securities to shed light on the current economic landscape, the role of discount banners and how competition in Canada’s grocery industry might evolve. This interview has been edited for clarity and length.
Inflation has slowed and interest rates are falling. Is Canada’s economy on the road to recovery?
That’s a great question. I think so, although, the big unknown is the timing of how long that recovery will take. Given the long duration of the interest rate hikes, the impact that’s had and the time it takes for reductions to filter through to the consumer, it could take a little bit longer to recover than previous economic downturns.
There are glimmers of hope, yet headlines suggest Canadians are still frustrated by the economy. Where is the disconnect? Even though, as you mentioned, inflation is normalizing, on a cumulative basis inflation is still a lot higher than it was two years ago. Unless we get to a situation of deflation, which we’re not expecting, things are still a lot more expensive compared with two years ago. Secondly, is the unemployment picture. While it’s held up generally well throughout the downturn, it’s still a bit uncertain
and we’re starting to see a bit of an uptick in the unemployment rate. And the U.S. election and the implications that could come from that is also having an impact. But, when we talk about the grocery space, the accumulating impact of inflation is still top of mind.
Canada’s major grocery retailers have increased their investment in discount. What’s the role of discount banners? They have a huge role to play. They provide a good sense of relief for consumers who are struggling. And, the last two or three years, we’ve obviously seen a huge wave of population growth from immigration—I think the discount banner has also played a huge role in making sure there’s enough supply to serve a lot of the increase in population.
Is this strategy sustainable? Will the pendulum swing back to conventional?
I have seen a structural shift towards discount, I would say, ever since Walmart came in. Then, after the great financial crisis in 2009, we’ve seen discount as a percentage of grocery gradually increasing. And I think it’s increasing partly because of immigration and partly because of the propensity for consumers to go after value. Those are structural factors that aren’t going away anytime soon. I think discount will continue to grow—not to say conventional is in a decline. There is a place for conventional because, as you know, there are certain advantages that conventional banners provide that discount doesn’t. When the
economy returns, [conventional grocery] will capture some of the lost market share. So, there will be a balanced approach for both.
How do you see competition in Canada’s grocery sector evolving?
Going forward, it should be relatively stable. Even though we’re more consolidated than the U.S., overall it is a very competitive market. The risk of Aldi coming in the foreseeable future is low partly because they still have a lot of white space to grow in the U.S. and supply chain wise, it’s very expensive to expand to Canada. So, I see that as a low risk. Though e-commerce has grown, I don’t see that changing in any significant way anytime soon. I don’t get the sense Amazon is ready to expand their grocery offering beyond the dry products they offer now, so that’s also a low risk. I think it’s going to be more or less the same. Of the big three, I don’t think anyone is looking to grow more than 1%.
What challenges could grocers face in the year ahead?
The challenge for grocers is with the inflation now moderating back to 2% to 3%, there’s less pricing to play with. And in an environment where consumers do stretch their dollars, I think grocers need to continue to come up with ways to keep their tonnage and keep their market share in a low inflation environment . CG
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AVOCADOS
AVOCADOS FROM MEXICO: THE WORLD’S FINEST
Miguel
Barcenas,
head of marketing for Avocados
From Mexico international markets, tells us why this versatile fruit just keeps gaining popularity.
What are the latest avocado trends?
In 2025, we see a growing interest in avocados as a staple in healthy diets, especially in vegan and vegetarian recipes and even natural beauty products. Consumers are increasingly looking for high-quality avocados that are nutrient-dense and used in creative ways—from nourishing bowls and smoothies to lactose-free desserts.
Is avocado consumption rising around the world?
Yes, global avocado consumption continues to rise, especially in developed markets such as North America, Europe and parts of Asia. The United States remains the largest consumer, with Canada being the secondlargest market for Avocados from Mexico worldwide.
What is the best way to wash and store avocados?
We recommend rinsing them under cold water and gently brushing them with a produce brush to remove residue. Ripe avocados can be placed in the refrigerator to extend freshness by a few days. We also advise grocers to store avocados at room temperature in a well-ventilated area, away from direct sunlight, to prevent overripening.
What else can grocers do to promote avocados?
Offer recipe cards, organize tastings, and display nutritional information to help consumers explore the versatility of avocados. Using visual aids that showcase simple, creative recipes can inspire consumers to use avocados in various dishes. Additionally, providing tips on selecting and storing avocados can enhance their shopping experience.
What makes Avocados from Mexico so unique?
Grown in the Michoacán region of Mexico, this is the only place in the world where avocados bloom up to four times per year, thanks to a perfect combination of volcanic soil, abundant sunlight and well-timed rainfall. This results in rich, creamy avocados with a smooth, nutty flavor that’s hard to replicate elsewhere. The rich heritage and expertise of avocado farming here also adds to the quality. Avocados from Mexico are consistently fresh and full of nutrients, making them ideal for a variety of dishes.
Avocados from Mexico continue to invest in all key retail channels so we meet consumers both in-store and throughout their food journey. Through social media and targeted online ads, we aim to inspire Canadians around the versatility of Avocados from Mexico. Working closely with retailers is our top priority so we are always open to new ideas and innovations. Collaborating with industry professionals and partners in Canada allows us to keep innovating and offer fresh solutions to meet evolving consumer needs.
For more information, visit our website at https://avocadosfrommexico.ca/.
Celery is a yearround bestseller—as a nutritious, portable snack and as an ingredient, adding a crunch to salads in warmer weather, and flavour to comfort dishes and soups during the colder months.
Duda Farm Fresh Foods, which sells celery under the Dandy brand, expects 2025 to be another successful year for the category.
Why are consumers choosing celery more often?
CELERY
Celery is becoming increasingly popular as a healthy snack and cooking ingredient. Its convenience, portability, high-fibre content and crunchy texture make it a popular on-the-go snack. It also pairs perfectly with peanut butter, cheese, hummus, and other spreads and dips. Celery can vary in taste, texture, sweetness, and nutrition, making it a versatile addition to dishes. And because celery is a 100-per-cent usable product, there is less food waste.
What trends are you seeing in the category?
Consumers continue to ask for more sizing options, including resealable packaging and snack-sized packs. They’re looking for pre-washed and pre-cut product in small packs that they can fit in their bag and transport easily.
What should consumers know about the health benefits of celery?
Celery is one of the lowest-calorie veggies, but that doesn’t make it any less nutritious. Celery is extremely hydrating because it is approximately 95 per cent
water, and contains nutrients such as vitamin K, folate, and vitamin C. It is a great source of phytonutrient antioxidants that offer anti-inflammatory benefits. Celery also contains sodium nitrate, which is converted to nitric oxide by bacteria in our gut, contributing to reduced blood pressure and improved blood flow throughout the body.
What makes Dandy brand celery unique?
Dandy celery has been developed to be sweeter, crispier and have fewer strings than other celery brands. Dandy even has three PhDs on staff whose job is to work with Mother Nature to continue making celery taste this good! We offer a variety of fresh and fresh-cut celery options to meet the needs of retailers and consumers, whether they’re looking for pre-portioned snacks or something larger to feed the whole family.
When do Canadians buy the most celery, and how can grocers encourage more sales?
Thanksgiving and Christmas are the most popular celery eating occasions, and we also see higher sales around the Super Bowl, Easter, Canada Day and back to school season. Celery purchases spike around National Caesar Day, which is celebrated the Thursday before the Victoria Day long weekend in May, when consumers are enjoying a Caesar with celery. In terms of merchandising, cross promoting is a proven way to increase sales of celery. Try placing celery near the refrigerated dips and spreads section, and add signage that shows different ways to snack on celery.
CUCUMBERS
ACanadian success story, Windset Farms is a grower of high-quality vegetables founded in 1996 by two brothers, John and Steven Newell, in Delta, B.C. Director of Sales Ryan Cherry shares how recent investments in its greenhouses improve sustainability and enable Windset Farms to grow cucumbers year-round.
Like all their vegetables, Windset Farms cucumbers are grown in greenhouses. How does the company’s agricultural management practices ensure a consistently high-quality product year-round?
We’re proud to grow and market more than 2,500 acres of greenhouse vegetable production, supplying fresh and sustainable produce to retailers and food services across North America and Asia.
Sustainability has always been a core value at Windset Farms. Our greenhouses utilize a high-tech water recirculation system that efficiently reuses 98% of our water. We’ve installed state-of-the-art thermal screens that prevent heat loss, resulting in 40% energy savings. Ventilation fans and humidity sensors monitor and control the greenhouse climate while cooling or heating the greenhouses as needed. These innovative systems and practices allow for an optimal growing environment with high yields and exceptional-tasting produce.
Windset Farms recently expanded its Delta operation to 92 acres. 48 acres are dedicated to LED-lit production, making it the largest LED-lit vegetable facility in Western North America. The LED lights allow us to grow tomatoes and cucumbers year-round in British Columbia. Centralized operations in British Columbia, California and Mexico mean that Windset has assured year-round supply of high-quality tomatoes, peppers, cucumbers and specialty items for our customers.
Cucumbers are strong performers in the produce department. What is fueling demand?
It’s been exciting to see the evolution of cucumbers over the years as new varieties have been introduced to the market. Windset Farms first grew Long English Cucumbers, branded “FRESCO®,” an expression used in music to symbolize a sense of freshness or vitality.
Windset Farms now markets four different-sized cucumbers: Fresco® Long English, Fresco®, Mini Cucumbers, Fresco® Cocktail Cucumbers and the smallest, Fresco® Baby Cucumbers. All these varieties have a thin, wax-free skin with no seeds which makes them easy to prepare and digest.
Nutritional benefits of our greenhouse grown cucumbers, include being free of fat, cholesterol and sodium, low in calories and having a good amount of fibre. The variety of available sizes means consumers can easily incorporate these healthy cucumbers into their meals, from slicing in salads or sandwiches, adding a refreshing twist to cocktails or simply enjoying on their own as a healthy snack!
How can grocers maximize cucumber sales?
We’re looking forward to our first winter growing season from our Delta, B.C. expansion, with 48 acres of LED-lit production growing a variety of tomatoes and cucumbers. We’re working closely with retailers on in-store merchandising to support this expansion and maximize sales by highlighting our B.C.-grown produce. It’s about educating consumers on the benefits of greenhouse-grown produce, our sustainable growing practices and the positive impact of centrally located greenhouse facilities, which reduce food miles, reduce food waste, and improve product freshness. Sampling and merchandising displays provide an opportunity to promote directly to consumers who are eager to choose locally grown produce that benefit their families and the environment. At Windset Farms we’re proud to supply our communities with fresh, sustainably grown produce 365 days a year!
As America's oldest farmer-owned citrus cooperative, Sunkist® has become a beloved household name for generations of shoppers. Make Sunkist Navels the centerpiece of your citrus lineup and learn how the power of our 130+ year old legacy can help you capture market share and drive loyalty.
Cassie Howard, Senior Director of Category Management and Marketing at Sunkist Growers, explains why oranges are the ultimate health and flavour boost
What are some current trends in orange consumption?
Healthy eating and skin care remain at the forefront of consumer spending trends. Sunkist citrus offers more than quality and flavour, as the vitamin C in our oranges can help elevate mood, energy levels, skin and gut health.
How can consumers get more orange varieties into their diets?
Infusing water with our Cara oranges adds sweetness and our Blood oranges add a hint of berry flavour to elevate water consumption. Oranges are a great way to stay hydrated and enjoy the benefits of vitamin C. All four of our orange varieties (Navels, Caras, Bloods and Valencia) make a great addition to recipes and are ideal for healthy snacking. Our seedless and easy-to-peel mandarins are sweet and juicy and perfect for lunches, too.
Placing bagged oranges near the register helps with impulse purchases, too.
Our new Sunkist merchandising and point-of-sale (POS) pieces are tailored to support retailers’ individual store goals, engage consumers, and drive the category. Our interactive POS materials are available for every Sunkist orange variety, along with data-driven pack sizes, limited-edition cartons, and interchangeable bin header and header cards that illustrate innovative ways for retailers to integrate citrus during promotional periods. Our signage and display bins also feature a QR code that directs the consumer to our website, which contains nutritional information, as well as recipe ideas to help consumers find new inspiration to add oranges to dishes and beverages.
What are other Sunkist initiatives that grocers should be aware of?
Growth and innovation are always at the forefront. The new Sunkist i3™ program reflects our commitment to investing in technology, innovating with process, and implementing with people—a trifecta that guarantees unmatched citrus quality.
What is the best way for grocers to promote oranges?
Catching consumers’ attention when they walk into a store with primary and secondary displays is ideal. We recommend carrying various bag sizes in addition to bulk to appeal to a range of shopper preferences.
Through the Sunkist i3™ program, Sunkist is transforming how it manages, evaluates, and delivers citrus from the grove to shelves. With this initiative, Sunkist is streamlining the supply chain so retailers can expect continued customer support, consistent quality and sizing—along with the same citrus flavour shoppers have come to expect from a brand that has been a beloved part of households for more than 131 years.
PEPPERS
Nothing brightens up winter – or grocery aisles –quite like this colourful vegetable, especially when it comes from the sustainable and organic farms of Divine Flavor
Michael DuPuis, quality assurance and public relations manager at Divine Flavor, explains why peppers in all their wonderful forms and hues deserve to be a hero in your produce section.
What makes a pepper appealing at shelf and taste so delicious?
As corny as it sounds, coloured bell peppers are like the rainbow of the produce aisle. They’re one of the first things that catch your eye when walking into the section and, while I’m a little biased, we think the flavours of our peppers are as vibrant as the bright colours they reflect. Each bell pepper, whether red, yellow or orange, offers a unique crispiness with spice or sweet notes, bolstering any dish with deliciousness. Naturally, of course, peppers are a flavourful product. But when you also take into consideration the way Divine Flavor grows them – ethically, organically, sustainably and with the best growing practices followed to the letter – the result is a perfect combination: flavour and quality that consumers have come to expect.
Divine Flavor offers a variety of peppers, from sweet mini peppers to green, red and bell peppers and packaged bell peppers. How should grocers approach merchandising these options and position peppers as a “Product Hero”? It’s easier than you think – just keep it simple. We started our Product Heroes campaign for a variety of reasons, including to show consumers and buyers how healthy the produce we grow and sell is to them. The “Hero” element connects our produce to what they do for our bodies. They keep us strong (immune systems, bones and so on), protect us (fighting off viruses and other toxins that enter our bodies) and promote our overall health. Peppers are the hero we need and deserve, giving balance to our life. My recommendation is for retailers to share that story – or tell their own. Have fun with it and show consumers why they need peppers, or any other produce item for that matter.
As a responsible grower, how is Divine Flavor expanding its pepper-growing in Mexico and ensuring sustainability of resources?
People are eating more peppers these days. What is fueling their rising popularity?
Not many people know this (though I think they’re catching on from all the attention peppers are gaining on social media and in marketing efforts), but bell peppers are one of the most vitamin-rich produces out there, especially when it comes to Vitamin C and Vitamin A. One serving of red bell peppers delivers 152 mg of Vitamin C. Orange bell peppers pack 156 mg of Vitamin C and yellow bells contain 341 mg – over 500% of the recommended daily value. While we don’t need to go into too much detail about the numerous benefits of these vitamins, bell peppers are extremely healthy when it comes to supporting a strong immune system.
Great question. Our own farms have been expanding from one growing territory to another. It’s not as straightforward as it sounds. A wealth of experience is needed to understand the different growing regions of Mexico – the soils, the weather, the insects, and how to successfully adopt to new environments, all the good growing practices it takes to be a successful agricultural company. It also takes a lot of financial commitment to make these moves. For us, and all our growing community, it’s important to stay true to our values. We have a six-pillar commitment focused on quality, food safety, social responsibility, traceability, organics and sustainability. These are the foundation of our company, and the licence for us to keep operating in this industry. As long as we are growers, we’ll be committed to this six-pillar philosophy in the produce we grow for customers and consumers.
RAISINS
A NUTRITIOUS AND EVER-VERSATILE FRUIT
Tim Kenny, VicePresident of Marketing at the Raisin Administrative Committee, shares why consumers gravitate to California Raisins no matter what time of year.
Are raisins still popular?
Yes, especially in Canada where raisins are the most popular dried fruit. In fact, Canadians are one of the highest consumers of raisins in the world. Our latest survey results show that seven in 10 Canadians either purchase raisins or products with raisins, and raisin sales are up 7% in Canada this current fiscal year.
How are consumers using raisins these days?
Snacking on raisins continues to be the most popular usage in Canada, followed by use in trail mixes, cereals, as well as in bakery goods such as breads, cookies, bagels and tarts. With a much longer shelf life than fresh fruit, raisins are always ready to use and great for taking on the road too.
Are you seeing new trends in the category?
We’re seeing growth in the rum raisin flavour, both in baked goods and in ice-cream. We’re also seeing the rise of raisins in savoury meals to add natural sweetness to sauces, salads and sides, especially as interest in international cuisines continues to grow. Raisins are being used as flavour boosters too because they can be soaked in
other substances (e.g., wines, spirits, juices) and will retain that flavour as they’re added to meals.
What makes California Raisins unique?
In our survey, Canadians cited the quality of California Raisins as higher than other varieties. That’s not surprising given that California Raisins have the highest quality and safety standards in the world.
I think it’s also the flavour profile that draws people in because California Raisins are naturally sun-dried which creates a caramelized flavour that consumers love. From a food processing standpoint, the consistency of California Raisins is appealing because they can be used right out of the box without any processing or waste.
What can grocers do to promote raisins?
Some retail chains have in-store nutritionists and raisins are a healthy option to talk about. A lot of consumers forget that natural raisins are 100% fruit and filled with fibre and potassium, so there is real benefit in getting sweetness from raisins as opposed to snacks made with refined sugars. I also encourage grocers to display raisins outside of the interior of the store, especially during holiday periods of heavy baking or in January when people are looking to reset their eating habits with healthier choices.
Find more raisin inspiration and nutritional information at CaliforniaRaisins.ca.
SALAD KITS
Salad kits are a staple in consumer’s kitchens around the year, o ering healthy convenience, unique avour, and meal versatility. Amanda Knau , vice president of Sales – Canada for Taylor Farms, discusses why salad kits continue to be so popular with consumers, and what trends she anticipates for 2025.
What has the market been like for salad kits in the past year, and what do you anticipate for 2025?
Salad kits continue to see strong sales in Canada. According to NIQ (National EX NFLD GB + DR +MM, 52 Weeks Ending 11-22024), the salad kits segment is worth $380 million in sales, up by $3.77 million, or one per cent, versus a year ago. Taylor Farms (TF Branded Kits, not including Eat Smart) is the number-one salad kit brand, worth $142.5 million and growing, representing a 33-per-cent increase, or $35 million, versus a year ago.
home. Salad kits with avours inspired by global cuisines, such as Mediterranean and Mexican, are expanding in the market. At Taylor Farms, we are committed to providing the healthy, fresh and quality ingredients that customers have come to expect, with restaurant-inspired recipes that offer maximum convenience. We have over 12 unique salad bases in our system that can include up to six unique vegetables in a blend that best compliments a range of dressings and topping pairings.
Are there any innovations you would like to highlight?
What trends are you seeing in the salad kit market?
We are seeing the consumer be price conscious and shopping on promotion or looking for that value o ering. Convenience is a key factor in this growth, as consumers increasingly look for ways to save time and prep during mealtime. According to Circana, 48 per cent of meal preparers said they need help with ideas for dinner!
What are consumers looking for when choosing salad kits? What makes salad kits from Taylor Farms unique?
Consumers are looking for innovation through exciting and unique avours that bring the restaurant experience
We’re seeing great growth in innovative global avours such as our Taylor Farms Mexican Street Corn, with green leaf lettuce, shredded broccoli and cabbage, carrots, smoked paprika cornbread crumbles, green onion, crispy corn, parmesan, and a creamy elote dressing. It has quickly resonated with consumers to bring excitement to their plate. We’ve also launched a Mini Chopped segment, which includes products that are the perfect size for lunch, as a side dish or even a light meal. In terms of packaging innovations, we continue to focus on sustainability, and have seen success with our peel and reseal packaging, which is aimed at diverting plastic from land ll.
How can retailers better promote salad kits yearround? Do you o er any merchandising support?
Grocery retailers can boost salad kit sales by creating eye-catching displays, and merchandising them in a way that highlights their versatility and exibility. We o er 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 ecommerce site.
STRAWBERRIES
Strawberries are a beloved fruit that hold a special place in the hearts of shoppers and grocers alike. In fact, Canada remains the top destination for Florida strawberries, with consumer interest showing no signs of waning. Whitney Lett, Retail Manager with the Division of Marketing and Development at the Florida Department of Agriculture & Consumer Services, discusses why strawberries continue to perform so well in Canada.
How are strawberries performing in Canada?
Florida’s solid reputation as the leading supplier of strawberries, while achieving a production value of $62.8 million, is unmatched. The Florida strawberry marked a remarkable annual growth rate of 32.2 per cent in the past year, continuing a five year upward trend.
Why do strawberries remain so popular with consumers and retailers?
Known for their vibrant colour and delightful sweetness, strawberries are versatile enough to enhance a range of dishes—from wholesome breakfasts to decadent desserts. Strawberries are so popular in Florida that our state dessert is the Florida Strawberry Shortcake.
What should consumers know about the versatility and health benefits of strawberries? Their nutritional benefits, including high levels of vitamin C and antioxidants, further solidify their status as a favourite fruit. “Fresh From Florida” strawberries are essential
for Canadian grocers looking to cater to their customers’ desires. Healthconscious consumers also seek out strawberries as part of their resolutions to incorporate more fresh fruits into their diets.
How can grocers encourage more strawberries sales yearround?
The winter and early spring months present prime opportunities for marketing “Fresh From Florida” strawberries to Canadian shoppers. These fruits shine during festive occasions such as New Year’s Eve and Valentine’s Day, where they can be paired with sparkling wine, incorporated into craft cocktails or enjoyed as a chocolate-dipped treat. From December to April, Canadian grocers heavily rely on Florida growers to meet the demand of this decadent and versatile fruit. To boost strawberry sales, grocers can utilize the “Fresh From Florida” branding in their weekly ads and in-store promotions. Organizing sampling events have proven to be a successful strategy in engaging customers and encouraging purchases. A comprehensive marketing strategy can include display contests, point-of-purchase materials, and social media campaigns that highlight the quality and freshness of “Fresh From Florida” strawberries. Additionally, “Fresh From Florida” marketing specialists are available to curate promotions and provide retail incentives to grocers.
For further details on sourcing Florida products or exploring promotional partnerships, contact the Florida Department of Agriculture and Consumer Services at (850) 617-7333 or via email at RetailMKT@FDACS.gov.
TOMATOES
T“omatoes are a 365-day item because of their versatility—there’s literally a tomato variety for any occasion or recipe application,” says Harold Paivarinta, vice president of Sales for Red Sun Farms. “Canadian peak consumption has always been late spring through mid summer, but greenhouse product is always in season thanks to lit technology.” Here Paivarinta shares more of his insights on the tomato market, as well as innovations from Red Sun Farms.
What do you anticipate for Canadian market demand in 2025?
Tomatoes remain a staple in Canadian households, so we expect another strong year for Canadian consumption.
The snacking category continues to experience the highest percentage growth. The produce category is all about quality and flavour, so the more flavourful, bite-sized varieties, such as Cherry Tomatoes, Grape Tomatoes, and our very own Sweetpops, are driving this trend. We recently introduced Sweetpops tomatoes to the Canadian market, and this variety is a game changer—get ready for the sweetest snacking tomato you’ve ever tasted!
times when our Canadian production is low, we have the ability to backfill with produce from our farms in the U.S. and Mexico using the same varieties, technologies, and stringent standards.
What can you tell us about sustainability at Red Sun Farms?
Recently our sustainability efforts have focused on mini cucumber packaging, recyclable options for TOV and SURP bags, and advancements in BioPET and mono top-seal packaging. Canada is the North American leader in sustainability metrics so we are always searching the globe, working with our supply partners to keep us in the most sustainable options available.
How can grocers encourage more tomato sales during the winter?
What makes tomatoes from Red Sun Farms so unique?
We’re an exceptional group of like-minded owners, growers, and service professionals, and are unparalleled in the greenhouse industry today. Our vertical integration closes the gap between grower, retailer, and consumer. We’re one of the largest fully integrated high-tech greenhouse companies in North America to own and operate farms in Canada, Mexico, and the U.S. We have the ability to cover most Canadian retailer needs from our artificially lit greenhouses 12 months per year, and in
January is always a tremendous month for sales, but for the balance of the winter availability is at its lowest so it can get tough to heavily promote. Even though we grow 12 months per year, there is still a seasonality to greenhouse production. By March and April, when the new greenhouse season starts up in Canada with the majority of production acreage, consumers can’t wait to begin purchasing local tomatoes again.
What else is new at Red Sun Farms?
We’ve just completed work on an 18.5 acre project that will come online with first harvests in April. We expect construction to begin on a new, state-of-the-art organic facility consisting of almost 30 acres of organic capacity on a 12-month, uninterrupted production cycle. Our new micro-propagation lab should also come online during the first quarter of 2025.
