BUILDING VISIONARY
CEO WRAP UP
Thank you to everyone who joined us for FHCP’s 2024 CEO & Executive Leadership Conference at the beautiful White Oaks Conference Resort & Spa. Whether you were a first-time attendee or a returning participant, your presence, energy, and engagement made this event an extraordinary success.
This year’s theme, “No Boundaries, New Horizons: Building Visionary Leaders” challenged us to reimagine what’s possible. Over the course of two days, we explored how bold leaders break away from the status quo, disrupt norms, and chart new paths for the future. The picturesque setting of Niagara-onthe-Lake provided the ideal retreat to step back, reflect, and consider innovative ways to shape our evolving industry.
The conference featured an outstanding lineup of thought leaders, entrepreneurs, analysts, and industry experts who equipped us with fresh insights and practical strategies. From trailblazers in innovation to data-driven analysts, we learned how to push beyond limitations and guide our teams toward success in this ever-changing world. These speakers inspired us to look past boundaries and embrace the opportunities that come with change.
In addition to inspiring content, we enjoyed exceptional culinary experiences thanks to McCormick Canada and meaningful
networking opportunities that are hallmarks of this event. These moments allowed us to recharge, connect with peers, and build relationships that will drive collaboration beyond the conference.
I hope you left this conference feeling invigorated, inspired, and prepared to lead your teams through the challenges and opportunities that lie ahead. Change may be constant, but with the right mindset, we can embrace it, break new ground, and shape a bright future for our industry.
Thank you for being part of this journey of leadership without boundaries. Let’s continue challenging norms and creating new possibilities together. I look forward to welcoming you next year at the 2025 CEO & Executive Leadership Conference on October 16–17, 2025
Until then,
Michael Graydon CEO, FOOD, HEALTH & CONSUMER PRODUCTS OF CANADA
BOARD DINNER
After a day of productive meetings, the FHCP Board of Directors gathered in the Barrel Cellar at Peller Estates Winery for a relaxed and memorable evening focused on connection and conversation. Nestled beneath the vineyard, the venue’s warm candlelit setting, surrounded by barrels of aging wines, created the perfect atmosphere for participants to unwind, catch up with old friends, and meet new colleagues.
The evening began with a selection of tasting stations featuring a thoughtfully curated menu by renowned Executive Chef Jason Parsons. Each station offered attendees the opportunity to explore diverse flavours, perfectly paired with Peller Estates’ finest vintages, inviting participants to mingle, share experiences, and deepen connections over shared culinary moments.
This gathering was more than just a dinner; it provided a rare and valuable space for board members to engage informally, exchange insights, and build relationships beyond the pressures of formal meetings. Whether reconnecting with familiar faces or forming new connections, the relaxed environment ensured that conversations flowed naturally, setting a positive tone for the conference ahead. Events like these exemplify FHCP’s commitment to fostering relationships and collaboration across the industry, creating bonds that extend well beyond the conference itself.
“COMMUNICATIONS IS LIKE AN ICEBERG – ALL OF THE IMPORTANT INFORMATION
LIES BENEATH THE SURFACE.”
SPEAKER
JOHNNY CUPCAKES
Award Winning Entrepreneur & Brand Hysteria Expert
attendees with a powerful framework for elevating their leadership skills. Drawing on field-tested techniques grounded in science, as well as her experiences as an undercover police officer, she demonstrated how leaders can master communication, foster collaboration, and negotiate with precision. Participants gained insights into strategies for increasing their chances of closing deals while building a culture of trust that boosts productivity, creativity, and organizational happiness—without requiring additional resources.
Pamela’s talk also emphasized the importance of maintaining a commanding executive presence, especially in times of uncertainty. She illustrated how fear and doubt can be transformed into valuable insights, empowering leaders to approach challenges with confidence. Attendees left the session equipped with practical tools to harness the power of tactical influence and elevate their leadership to new heights.
PAMELA BARNUM
Expert on Resiliency & Workplace Wellness
KEYNOTE SPEAKER
DAVID FRUM
Deputy Chief Economist, CIBC World Markets
“FROM AI TO RENEWABLE ENERGY TO ROBOTICS AND ADVANCES IN HEALTHCARE, WE ARE IN A GOLDEN AGE. BE SURE TO EMBRACE IT.”
& Political Commentator, Staff Writer, The Atlantic
Jacob Shapiro’s session provided a clear-eyed examination of today’s geopolitical landscape, urging participants to confront the world as it is, not as they might wish it to be. With extensive experience in geopolitical analysis through his roles at Cognitive Investments and Perch Perspectives, Jacob reframed the conversation around volatility, showing it not only as a risk
He explored critical global trends such as deglobalization, the reshaping of trade through near-shoring, and transformations in energy markets—all underpinned by the rise of a multipolar world. Jacob highlighted how these shifts are influencing global power dynamics, with special attention to the evolving U.S.China relationship and Europe’s ongoing energy challenges.
His expertise in providing strategic insights to multinational companies and governments lent depth to his analysis, helping participants understand the real-world impact of these transitions on industries like energy, technology, and trade.
Throughout the session, Jacob equipped attendees with actionable strategies to navigate these uncertainties. His focus on pragmatic foresight allowed participants to identify hidden opportunities, positioning their organizations for longterm competitiveness in an increasingly unpredictable global environment. Attendees left with a heightened awareness of how to leverage geopolitical shifts, ensuring their decisions align with emerging realities rather than outdated expectations.
JACOB SHAPIRO
BENJAMIN TAL
Social
Expert on Resiliency & Workplace Wellness
JOHNNY CUPCAKES
Award Winning Entrepreneur & Brand Hysteria Expert
“HOPE IS A STRATEGY. IT’S NOT BELLS AND RAINBOWS; IT’S A REMINDER THAT WE CAN NAVIGATE THROUGH THE DARK PARTS OF OUR DAY, OUR WEEK, OUR LIVES.”
KEYNOTE SPEAKER BENJAMIN
TAL
Deputy Chief Economist, CIBC World Markets
DAVID FRUM
Social
& Political Commentator, Staff Writer, The Atlantic
DR. ROBYNE HANLEY-DAFOE
Expert on Resiliency & Workplace Wellness
EVERYDAY RESILIENCY IN EVER-CHANGING TIMES
Dr. Robyne Hanley-Dafoe’s session offered participants an engaging and transformative exploration of how resilience can empower individuals in both personal and professional contexts. Drawing on her theory of her personal experiences—ranging from overcoming significant life challenges to thriving as a psychology professor and author—Dr. Robyne shared actionable tools and strategies that resonated deeply with the audience.
With her characteristic blend of storytelling, research-backed insights, and humour, she guided attendees through practical techniques for managing stress and preventing burnout. The session emphasized the importance of understanding that
“knowing” better doesn’t always translate into “doing” better, a concept that Dr. Robyne frequently addresses in her work on sustainable wellness practices. Participants learned how to activate the five pillars of resilience, fostering emotional and physical well-being even in turbulent times.
JOHNNY CUPCAKES
Award Winning Entrepreneur & Brand Hysteria Expert
This session provided more than inspiration; it left attendees with immediately applicable practices for building resilience and maintaining high performance without sacrificing mental health—an essential takeaway in today’s fast-paced environment. Dr. Robyne’s practical wisdom, combined with her approachable delivery, ensured that participants felt equipped to face future challenges with renewed confidence and insight.
Her insights, reflected in her bestselling books Calm Within the Storm and Stress Wisely, continue to offer guidance on harnessing stress as an ally rather than an adversary, helping individuals move from potential to realization in both work and life settings.
DR. ROBYNE HANLEY-DAFOE
“IN LIFE THERE ARE MOMENTS YOU WILL FAIL. MASTER THE ART OF THE RESTART AND YOU WILL NOT LOSE MOMENTUM.”
Manley Feinberg delivered a powerful session on leadership under pressure, sharing insights from both his time as a senior executive at Build-A-Bear and his experiences as an expert mountain climber. Drawing from his personal journey and his trademark Vertical Lessons, Manley equipped attendees with Exponential Commitment —a mindset that combines unwavering determination with the focus needed to overcome obstacles and achieve breakthroughs
Manley emphasized that leadership requires not just 99% effort, but 100% commitment—an exponential shift that can drive significant results. He used his experiences scaling
mountains and scaling a retail empire to illustrate how leaders can cultivate momentum by staying focused on critical goals, fostering collaboration, and guiding teams through uncertainty. His framework encourages leaders to embrace challenges as defining moments that build resilience and inspire growth.
In this session, Manley provided attendees with actionable tools to stay committed, maintain momentum, and inspire their teams to push beyond perceived limits. Participants left with a clear understanding of how to manage chaos, execute their vision, and empower others—ensuring they are prepared to reach their next summit, both professionally and personally.
MANLEY FEINBERG
Expert on Resiliency & Workplace Wellness
JOHNNY CUPCAKES
Award Winning Entrepreneur & Brand Hysteria Expert
“THAT’S
THE CHALLENGE OF MISINFORMATION. PEOPLE’S DESIRE TO BELIEVE WILL ALWAYS TRUMP TRUTH.”
KEYNOTE SPEAKER
DAVID FRUM
Social & Political Commentator, Staff Writer, The Atlantic
NAVIGATING POLITICAL CROSSROADS: A FIRESIDE CHAT WITH DAVID FRUM AND FHCP CEO MICHAEL GRAYDON
amid growing American protectionism. Both the Trump and Biden administrations have introduced policies that favour domestic industries, posing challenges for Canada’s tradereliant economy. David highlighted how upcoming reviews of CUSMA will further complicate cross-border economic dynamics and suggested that Canadian leaders adopt a strategic approach to navigate these shifts effectively.
In the broader discussion, David and Michael examined global trends, including the growing influence of conservative movements, and geopolitical shifts, such as deglobalization and the focus on near-shoring production. These changes are reshaping not only North American politics but also global trade and business strategies.
In a timely and insightful discussion, renowned political commentator David Frum joined FHCP CEO Michael Graydon to explore the shifting political landscapes in both the U.S. and Canada. With the U.S. presidential election in full swing and Canada preparing for a potential federal election, the conversation addressed critical issues shaping voter priorities, such as trade, economic pressures, and the rising cost of living.
David provided nuanced insights into how U.S. policies— regardless of the election outcome—could impact Canadian businesses. He discussed the uncertain future of the CanadaUnited States-Mexico Agreement (CUSMA), emphasizing the need for Canada to proactively safeguard its trade interests
JOHNNY
Award Winning Entrepreneur & Brand Hysteria Expert
The conversation concluded on a hopeful note, with both speakers reflecting on the strengths and resilience of the U.S. and Canada. They underscored the importance of strategic cooperation between the two countries, emphasizing that maintaining strong economic and political ties will be essential for navigating the uncertainties ahead.
This informal chat offered participants valuable insights into managing the complex interplay between politics and business, equipping leaders with the foresight needed to thrive amid these political crossroads. As David noted, “Hoping for the best while preparing for the worst” remains a critical strategy for both nations in this turbulent era.
DAVID FRUM
BENJAMIN TAL Deputy Chief Economist, CIBC World Markets
DAVID FRUM
CUPCAKES
BENJAMIN TAL
Deputy Chief Economist, CIBC World Markets DAVID FRUM Social & Political Commentator, Staff Writer, The Atlantic
“I DON’T SELL MERCHANDISE; I SELL MEMORIES. MERCHANDISE IS JUST THE BYPRODUCT.”
KEYNOTE SPEAKER
JOHNNY CUPCAKES
JOHNNY ‘CUPCAKES’ EARLE
BUILDING BRAND HYSTERIA
Award Winning Entrepreneur & Brand Hysteria Expert
Johnny Earle, better known as Johnny Cupcakes, captivated attendees with his presentation on creating cult-like brand loyalty through experiential branding and storytelling. As the founder of a t-shirt brand disguised as a bakery, Johnny shared how his unconventional approach—like displaying shirts in refrigerators and staging elaborate pop-up events—has sparked brand obsession. This loyalty goes beyond purchases: some fans line up for hours to buy limited-edition releases, while others take their devotion
Johnny’s talk emphasized the power of surprise and delight, using the art of details to create memorable customer experiences. He demonstrated how these techniques foster not just transactions
but deep emotional connections with customers, making them lifelong advocates. His brand has collaborated with giants like The Simpsons, Power Rangers, and Nickelodeon, further amplifying its reach and appeal. The key takeaway was that memorable experiences—even quirky, playful ones—drive word-of-mouth and organic brand growth more effectively than traditional marketing campaigns.
In this session, Johnny encouraged businesses to embrace creativity, focus on small but meaningful details, and cultivate a culture of fun within their teams. He illustrated how turning ordinary products into immersive experiences can yield exponential growth, inspiring leaders to think beyond conventional strategies and craft their own wave of loyalty and brand hysteria. His story is a reminder that passion, combined with out-of-the-box thinking, can disrupt even the most crowded markets.
Through real-world examples and actionable insights, Johnny left attendees energized and equipped to infuse their businesses with excitement and innovation, transforming customers into fans.
JOHNNY ‘CUPCAKES’ EARLE
Expert on Resiliency & Workplace Wellness
“INFLATION IS NOT THE DEVIL, IT’S MERELY THE RATE OF CHANGE.”
KEYNOTE SPEAKER
BENJAMIN TAL
BENJAMIN TAL
Deputy
DAVID FRUM
Social
WHAT KIND OF AN ECONOMY CAN CANADA EXPECT IN 2025?
Chief Economist, CIBC World Markets
& Political Commentator, Staff Writer, The Atlantic
Benjamin Tal, Deputy Chief Economist at CIBC World Markets, returned with his highly anticipated insights, sharing critical predictions about Canada’s economic outlook for 2025. His presentation emphasized the expected interest rate cuts by the Bank of Canada, which could drop to around 2.25%–2.5% by the end of 2025. Benjamin discussed how these cuts might stimulate growth but warned that affordability issues in the housing market will persist, driven by population growth and supply constraints.
Benjamin also explored the impact of AI on employment, highlighting both risks and opportunities. While automation may replace some jobs, he stressed the need for skilled labour to fill
emerging roles, underlining a pressing labour shortage in many sectors. He advised leaders to prepare for a changing workforce by investing in training and talent acquisition strategies.
Additionally, Benjamin’s presentation addressed the complexities of inflation management, predicting more stability in prices but with lingering challenges in energy markets. The combination of shifting global trends and regional constraints will require businesses to adopt agile strategies to stay competitive. Benjamin’s session offered attendees practical insights to navigate these dynamics, ensuring they are well-prepared
JOHNNY CUPCAKES
BENJAMIN TAL
“I LEFT THESE TWO DAYS WITH SO MUCH LEARNING AND GROWTH. THANK YOU FHCP AND THIS COMMUNITY FOR AN ENGAGING AND THOUGHTFUL COUPLE OF DAYS.”
CONFERENCE ATTENDEE
OUR EMCEE
BENJAMIN TAL
Deputy Chief Economist, CIBC World Markets
BILL WILLIAMS
DAVID FRUM
Social & Political Commentator, Staff Writer, The Atlantic
Bill Williams brought his trademark honest, succinct, and energetic style to our event, guiding the proceeding as emcee with the same passion that has defined his three decades of leadership impact. Whether coaching individuals remotely or inspiring large audiences at high-profile summits, Bill’s approach centres on turning challenges into opportunities. His philosophy—redefining every “No” as “Not Yet”—resonated throughout the conference, creating an engaging environment for attendees.
Bill is the President and Principal of The B4 Group Inc., a boutique leadership development firm that provides solutionbased strategies tailored to organizations across private, public,
and non-profit sectors. As a host and brand ambassador for The Art of Leadership Signature Summit and The Art of Leadership Women, he brings extensive experience connecting with leaders to inspire personal growth and organizational change.
Through his expert facilitation, Bill ensured the smooth flow of our conference and helped foster meaningful discussions among industry leaders, setting the tone for an engaging, thought-
JOHNNY CUPCAKES
Award
AWARD OF DISTINCTION
“Liz’s contributions to both Bayer and FHCP exemplify the power of strategic leadership and collaboration. Her ability to foster innovation while building inclusive, high-performing teams has set a standard in the industry. This award not only celebrates her success but also the profound impact she has had as a mentor and role model throughout her career.”
MICHAEL GRAYDON, CEO, FOOD, HEALTH & CONSUMER PRODUCTS OF CANADA
ELIZABETH (LIZ) BEEMER
FORMER SENIOR VICE PRESIDENT, GENERAL MANAGER CONSUMER HEALTH
BAYER CANADA
FHCP’s Governance Committee bestows this award to deserving individuals whose achievements and contributions to FHCP and the Canadian food, health, and consumer products manufacturing industry exemplify excellence.
On Thursday, October 17, in front of a crowd of industry peers, friends, and family, FHCP proudly presented the 2024 Award of Distinction to Elizabeth (Liz) Beemer, former Senior Vice President and General Manager of Consumer Health at Bayer Canada. Since taking on her role in 2013, Liz successfully led the Consumer Health division through sustained growth, more than doubling its size and establishing it as a leader in the Canadian healthcare market.
In addition to her achievements at Bayer, Liz served as Vice Chair of FHCP’s Executive Board of Directors, contributing
significantly to advancing industry-wide initiatives and supporting the organization’s strategic mission. Known for building high-performing, customer-centric teams rooted in diversity, equity, and inclusion, her leadership has had a lasting impact on the fast-moving consumer goods (FMCG) sector.
Liz now joins the ranks of distinguished past recipients, including Carol Stewart (2019), Margaret Hudson & Jamie Moody (2022), and Dino Bianco (2023), along with many others, who have been recognized for their significant contributions to business growth, leadership, and industry innovation.
CHEF JURIAAN SNELLEN
M C CORMICK FLAVOR FORECAST
McCormick Canada returned to present the 24th edition of its annual Flavor Forecast, showcasing emerging trends in flavour, from those poised to become mainstream favourites to subtle influences just starting to take shape. This year’s presentation took the form of short highlight videos, culminating with an informative video featuring Executive Corporate Chef Juriaan Snellen, who introduced the year’s most exciting trends and how they were incorporated into the evening’s award dinner menu. Each reflects global cravings and culinary shifts observed across cultures, highlighting how flavours continue to evolve.
McCormick also revealed Tamarind as the 2024 Flavor of the Year Known for its tangy, tart profile, tamarind is increasingly being used to elevate both food and beverages, complementing rich dishes and cutting through heat effortlessly. This seasoning blend reflects McCormick’s commitment to exploring bold flavors with roots in origin cuisines while introducing them in innovative ways.
Day one of the conference concluded with a meal that embodied several forecasted trends, sparking lively discussion among attendees.
“THE MEAL ITSELF WAS TRULY UNFORGETTABLE - I THINK I WILL BE DREAMING ABOUT THAT JUICY TENDER SWEET SALTY DELICIOUS MAIN COURSE FOR THE REST OF MY LIFE!”
CONFERENCE ATTENDEE
NETWORKING
Networking opportunities with industry peers to connect and share best practices continue to draw attendees to our CEO & Executive Leadership Conference year after year. Our networking breaks are where ambition meets mentorship, and where a “hello” can ignite an idea that sets our industry ablaze. Our guests aren’t networking to collect business cards; they’re networking to collect moments of connection that buzz with potential—making our CEO & Executive Leadership Conference a powerhouse of possibility.
NETWORKING
“ FANTASTIC EVENT FOR NETWORKING. I LEFT WITH SO MANY NEW CONTACTS (AND FRIENDS!)”
CONFERENCE ATTENDEE
MEMBERSHIP MANAGEMENT COMMITTEE
TREVOR SQUIRES
GENERAL MANAGER
CANADA & NORTH
AMERICAN FOODSERVICE
McCormick Canada
Committee Chair
MARIA KAROUNIS
GENERAL MANAGER, NUTRITION CANADA
Abbott Laboratories, Co.
SPECIAL THANKS
FHCP’s annual CEO & Executive Leadership Conference is an exclusive, industry event for CEOs and senior executives to engage and connect with peers, build their networks, and learn from leading experts in their fields.
The success of this event is driven by the dedicated members of our Membership Management Committee, whose expertise and commitment to exceptional member value helps to steer the event’s overall framework, ensures its relevance to their industry peers, and provides strategic direction on its theme, content, and speakers.
JENNIFER CARLSON
CEO & CO-FOUNDER
Baby Gourmet Inc.
BRENT FALVO
SVP INTERNATIONAL & GM CANADA
Reynolds Consumer Products Canada Inc.
STEPHANIE HAVERSTICK
SVP, HEAD OF OPERATIONS CANADA
Vita Health Products Inc.
MICHAEL LINES
PRESIDENT & CEO
Wellness Natural Inc.
JERRY MANCINI
PRESIDENT & GENERAL MANAGER CANADA
Dole Foods of Canada Ltd.
PRESIDENT
Seaford Pharmaceuticals Inc.
ISABELLE MARQUART
EXECUTIVE DIRECTOR, GENERAL MANAGER CANADA
S.C. Johnson and Son, Limited
SIMON
SMALL
GENERAL MANAGER, THE AMERICAS
The Jordans and Ryvita Company
“I LEFT THESE TWO DAYS WITH SO MUCH LEARNING AND GROWTH.
THANK YOU FHCP AND THIS COMMUNITY FOR AN ENGAGING AND THOUGHTFUL COUPLE OF DAYS.”
CONFERENCE ATTENDEE
“I TRULY COULD NOT ASK FOR A MORE ENRICHING LEARNING EXPERIENCE, BOTH PERSONALLY AND PROFESSIONALLY.”
CONFERENCE ATTENDEE
It’s time to expect more.
Thank you to our customers, partners and employees. You’ve helped keep shelves stocked, families fed and the supply chain moving through it all.
Together, we can help every supply network be more sustainable, more efficient and more resilient. Now and for the future.
Expect more with CHEP.
“
AMAZING AFTERNOON AND INCREDIBLY INSPIRING!”
CONFERENCE ATTENDEE
“WHAT A GREAT COUPLE OF DAYS OF NETWORKING AND WONDERFUL SPEAKERS.”
CONFERENCE ATTENDEE
“ONE OF THE BEST EVENTS I HAVE EVER ATTENDED!”
CONFERENCE ATTENDEE
With the CPG industry in constant motion, push your boundaries and face the future with confidence.
“ THE EVENT WAS PACKED WITH AMAZING SPEAKERS WHO DELIVERED INSIGHTFUL AND INSPIRING PRESENTATIONS. I CERTAINLY LEFT THE CONFERENCE FEELING ENGAGED AND MOTIVATED TO APPLY WHAT I LEARNED.”
Keeping you ahead of industry trends
With unmatched industry expertise and market insight, McCarthy Tétrault’s Band 1 Chambers-ranked National Retail and Consumer Markets Group helps clients navigate risks and opportunities within the industry. From navigating complex acquisitions to developing successful market strategies, to managing disruption and high stakes crises, we ensure our clients are well-positioned for long-term success.
Our deep-rooted knowledge and global business experience mean we offer strategic, practical and industry-focused advice on significant mandates across all sectors –Consumer Products, Food, Beverage & Agribusiness, Franchise & Distribution, Hospitality, Luxury and Retail.
FOR MORE INFORMATION ON OUR RETAIL AND CONSUMER MARKETS, PLEASE CONTACT:
Christopher Hubbard Partner, Consumer Products Sector Lead chubbard@mccarthy.ca
Chrystelle Chevalier-Gagnon Partner, Retail and Consumer Markets Industry Group Co-Leader cchevaliergagnon@mccarthy.ca
Plomp Partner, Retail and Consumer Markets Industry Group Co-Leader dplomp@mccarthy.ca
McCarthy Tétrault LLP
Donovan
“I’M NOT USUALLY A PERSON WHO IS EVER AT A LOSS FOR WORDS, BUT AFTER ATTENDING THE CONFERENCE THIS WEEK, I FIND MYSELF UNABLE TO ARTICULATE JUST HOW OUTSTANDING THIS EXPERIENCE WAS.”
CONFERENCE ATTENDEE
“ SUCH AN INSPIRING CONFERENCE. GRATEFUL TO HAVE BEEN THERE AND TO BE IN THE COMPANY OF SO MANY INCREDIBLE PEOPLE.”
CONFERENCE ATTENDEE
“ BEST GROUP OF SPEAKERS YET. THE DIFFERENT TOPICS EACH OF THEM COVERED WAS NICE TO SEE.”
CONFERENCE ATTENDEE
JOHNNY CUPCAKES
JOHNNY CUPCAKES