Canadian Grocer June 2025

WORKFORCE TRENDS TO

LESSONS ON LEADERSHIP • GETTING LOUD WITH LOCAL MERCHANDISING

FRONT COVER (L - R) NATHALIE LEFEBVRE (METRO); LISA BEAUSOLEIL (NESTLÉ CANADA); MELISSA CHATTEN (PILLER’S FINE FOODS); PAMELA WONG (LOBLAW); ALLISON BOMAN (LONGO’S)

THIS PAGE (L - R) ROBIN TAYLOR (UNILEVER CANADA); SHELLY WATSON (WALMART CANADA); AVIE LEANG-LORENZO (SOBEYS); LEANNE CLAERBOUT (GENERAL MILLS CANADA) CHECK INSIDE FOR ALL OUR 2025 WINNERS

CORE MODULES NOW AVAILABLE

The Certified Canadian Beef Training Program (CCBTP) is designed to improve the knowledge and understanding of beef for meat clerks who are already employed in a retail setting.

How Does the Certified Canadian Beef Training Program (CCBTP) Benefit the Retailer?

• Serving as an accessible, in-house training platform.

• Delivering practical, on-the-job training for current meat department employees.

• Providing video-based content, ideal for visual learners.

• Reducing the need for your organization to develop training materials, which can be costly.

Module 2: Good Retail Practices

Module 1: Canadian Beef Advantage

Module 4: The Supply Chain: Producing Cattle

Module 3: Safety & Protective Equipment

Evaluation & Testing

Scan here to explore the CCBTP’s core modules.

Module 5: Customer Sales Techniques

Meat cutting skills component is in addition to the core modules

Are you a larger retailer in Canada that sells fresh Canadian beef?

Do you want your staff to have access to beef cutting videos customized to your specifications?

If so, please contact us to schedule a meeting to discuss this potential partnership opportunity!

Your establishment would receive customized “how-to” videos for your most common Canadian beef cuts, to help ensure confident and consistent cutting and merchandising by your meat department staff.

Learn More

Canada Beef is the national industry association that promotes beef on behalf of Canadian cattle producers. To learn more about the Certified Canadian Beef Training Program please contact: Shelby VanSickle svansickle@canadabeef.ca

STRIP LOIN

OREO

Heinz Pickle Ketchup

SOUR PATCH KIDS

Terrabrae™

FRESH

77 Selling summer’s bounty Grocers need to get loud about local this season

10 Raw ambition Meet three women on a mission to create clean, tasty snacks

IDEAS

15 Oh, Canada! A look at how some of the country’s grocers are putting patriotism on display

17 Made-in-Canada momentum New NIQ research shows how trade tensions are reshaping shopper behaviour

COLUMN

AISLES

79 Making the grade Back-to-school trends that can help boost sales

83 Guava: Four things to know Meet nature’s ultimate summer fruit fusion

84 Innovation nation Investor Arlene Dickinson on Canada’s readiness to compete

20 Balancing value and loyalty in uncertain times Jenny Thompson of Ipsos on how retailers can win in the face of tariffs and shifting shopper habits

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GROUP PUBLISHER/SVP,

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EDITORIAL

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

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ADVERTISING SALES & BUSINESS

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DESIGN/PRODUCTION/MARKETING

CREATIVE DIRECTOR Nancy Peterman npeterman@ensembleiq.com

ART DIRECTOR Jackie Shipley jshipley@ensembleiq.com

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MARKETING MANAGER Jakob Wodnicki jwodnicki@ensembleiq.com

EDITORIAL ADVISORY BOARD

RAY HEPWORTH , METRO

BRENDA KIRK , PATTISON FOOD GROUP

CHRISTY MCMULLEN , SUMMERHILL MARKET

GIANCARLO TRIMARCHI VINCE’S MARKET

SUBSCRIPTION SERVICES

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CORPORATE OFFICERS

CHIEF EXECUTIVE OFFICER Jennifer Litterick

CHIEF FINANCIAL OFFICER Jane Volland

CHIEF OPERATING OFFICER Derek Estey

CHIEF PEOPLE OFFICER Ann Jadown

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Contents Copyright © 2025 by EnsembleIQ, may not be reprinted without permission. Canadian Grocer receives unsolicited materials (including letters to the editor, press releases, promotional items and images) from time to time. Canadian Grocer, its affiliates and assignees may use, reproduce, publish, republish, distribute, store and archive such submissions in whole or in part in any form or medium whatsoever, without compensation of any sort. ISSN# 0008-3704 PM 42940023 Canadian Grocer is Published by Stagnito Partners Canada Inc., 2300 Yonge Street, Suite 2900, Toronto, ON M4P 1E4. Printed in Canada

LEADING LADIES

It’s one of my favourite times of the year, when Canadian Grocer salutes the outstanding women working in the industry through our Star Women in Grocery Awards. Each year, as our team prepares our coverage of the awards, we are in awe of the passion, commitment and deep talent of the women working all across grocery—at retail, at CPG companies, associations and more. This year’s winners are “Top Notch” leaders that are helping to move the industry forward in myriad ways. (Turn to page 25 to meet this year’s winners.)

Since 2012, we have recognized hundreds of women with these awards, some of whom are legends in the industry. With that in mind, we thought it was high-time to introduce a new distinction—the Star Women in Grocery Icon Award. Starting this year, this award will recognize one woman annually who is widely admired for her leadership and contributions to the Canadian grocery industry. We’re sure you’ll agree that Diane J. Brisebois, our inaugural “Icon” award winner, is truly worthy of the honour. (Read more about Diane on page 27.)

In this issue, we also bring you the story of three innovative women entrepreneurs behind Toronto food company Rawcology. See how the trio (two sisters and a sister-in-law) are finding success with their lineup of cleaner, healthier snacks. And we catch up with UNFI Canada president Stacey Kravitz (incidentally, a 2012

Star Women in Grocery winner), who generously shares her leadership story and the lessons she’s learned along the way in the latest instalment of our The Leaders series (starting on page 22)

And we’ve got more to celebrate! With Canada Day just around the corner—an occasion sure to be even more important this year—we talk to NIQ Canada’s managing director Mike Ljubicic on how Canadian shoppers are exerting their patriotism through their shopping behaviours (page 17) . We also check in with grocers around the country to see how they’re gearing up to mark the holiday (page 15) with special Canada Day events, contests and promotions.

Happy reading!

Shellee Fitzgerald Editor-in-Chief sfitzgerald@ensembleiq.com

Canadian Grocer struck Gold again at the 2025 National Magazine Awards: B2B in Toronto in June. We won the top prize for “Shoppers Speak Up” (Best Special Report) and for All Systems Go (Best Cover). We also scored honourable mentions for “People, who you need to know” (Best Regularly Featured Department) and “Generation Next Thinking” (Best Series of Articles). The Awards recognize editorial excellence. To read our award-winning content visit canadiangrocer.com

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

CONGRATULATES Carmen Fortino ON

RECEIVING

THE LIFETIME ACHIEVEMENT AWARD

2025 CANADIAN GRAND PRIX

This well-deserved award represents Carmen’s leadership and customerfirst focus, which over the last 11 years, have turned the Metro and Food Basics banners into destinations known for fresh products and great value. He played a key role in the planning and execution of METRO’s nearly billion-dollar investment to modernize our supply chain, ensuring we deliver the freshest, highest quality products efficiently for years to come.

Carmen, congratulations from your METRO family on your lifetime achievement.

The Buzz

OPENINGS

WALMART CANADA has opened what it’s calling a “compact” superstore in Mississauga, Ont.’s Port Credit neighbourhood. Located at 515 Lakeshore Road East, the 94,000-sq.-ft. space boasts a hot kitchen with ready-to-eat meals, fresh produce, health and beauty, general merchandise and more.

It’s been a busy spring for PATTISON FOOD GROUP (PFG). The company recently converted its Buy-Low Foods location at Kings Crossing in Burnaby, B.C. and a Nesters Market in the City of Vancouver to its PriceSmart Foods banner. PFG also converted its False Creek Urban Fare in Vancouver to a Save-On-Foods, and its Buy-Low Foods in Nanaimo, B.C. reopened after renovations and a rebrand.

Loblaw continues to expand the footprint of its discount banner NO FRILLS, this time with the opening of a store in Pincher Creek, Alta. that offers fresh produce, a wide selection of everyday essentials as well as club-size items.

Metro’s Quebec-based discount banner SUPER C has opened a 25,000-sq.-ft. store in Montreal—its 114th location in the province and its 16th in the city. Representing an investment of $8.3 million, the new store offers fresh fruits and vegetables, meats prepared on-site by butchers, major national and private-label brands, and a range of organic and natural products. The company also unveiled a new 34,000-sq.-ft. Food Basics in Ingersoll, Ont. The store is the 148th Food Basics in Ontario and Metro plans to open four more this year.

to share? Tell us about your openings,

The Retail Council of Canada (RCC) has named Kim Furlong its next president and CEO. Furlong, who will take on the role in September, succeeds longtime leader Diane J. Brisebois, who is retiring. Furlong brings two decades of experience at the intersection of government, industry and advocacy to the role, including as a VP of government affairs at RCC 16 years ago.

Lesley Conway is the new head of Walmart Connect. Conway will oversee Walmart’s retail media advertising platform and is responsible for strategic direction, operations and growth projects in Canada. Recently, she was CEO of media agency Mindshare Canada.

Bimbo Canada has appointed Mike Bascom as its new VP of marketing. Bascom most recently held senior leadership roles at Labatt Breweries of Canada.

At Conagra Brands Canada, Reid Fenwick has moved from senior commercial strategy manager to director of sales for Empire, Dollarama and Giant Tiger.

AWARDS/RECOGNITION

The Retail Council of Canada recognized Metro’s Carmen Fortino with the 2025 Canadian Grand Prix Lifetime Achievement Award at an awards gala on June 4. Fortino joined Metro in 2014 as SVP and Metro Ontario division head. Two years later, he was named EVP, Metro Ontario Division head, before adding national supply chain operations to his responsibilities in 2019. Since 2022, he has led both national supply chain and procurement for Metro.

Lesley Conway

Kim Furlong

Reid Fenwick

Mike Bascom

Walmart Canada’s new “compact” superstore in Mississauga, Ont. is 94,000 square feet

Carmen Fortino

Fresh produce and club-size items are among the highlights at the new No Frills store in Pincher Creek, Alta.

The opening of a new 34,000-sq.-ft. location in Ingersoll, Ont. brings Food Basics’ store count in the province to 148

People

Who you need to know

RAW AMBITION

How three Toronto entrepreneurs are on a quest to make the cleanest, most delicious snacks out there

By Andrea Yu • Photography by Christie Vuong

Left to right: Laura Powadiuk, Megan Loach Tomulka, Tara Tomulka

IN

2015, tara tomulka was burned out from her career in corporate communications. She quit her job and decided to study holistic nutrition, which sparked her interest in raw foods. That led her to develop the first raw vegan food course and vegetarian culinary arts courses at Toronto’s George Brown College, along with hosting culinary workshops, blogging and sharing recipes under the name Rawcology. But, she wanted to have a greater impact and thought of developing a line of consumer packaged foods. “Nutrition can be life-changing,” Tara explains. “I was inspired to create healthier snacks without inflammatory canola oil and sunflower seed oils, which are in every packaged food product these days, or white sugar that is so detrimental to our health.”

Soon afterwards, Tara got her family involved in her burgeoning business. Her sister, Laura Powadiuk, was already helping Tara organize her workshops. Then, in 2016, as Tara began developing her first product line, Laura, a former mortgage agent, joined Rawcology full time. Megan Loach Tomulka, Tara’s friend and sister-in-law, started pitching in while on maternity leave in 2017. Eventually, she decided to leave her position as an assistant buyer and merchandising manager at Hudson’s Bay to join Rawcology.

Tara began experimenting with a line of coconut chips flavoured with her favourite vegan dip recipes such as smoky cheese and ranch. “They tasted like a healthier version of Doritos,” Tara explains. She took advantage of her connections at George Brown College to use its food innovation and research studio to develop a lineup of four shelf-stable coconut chip flavours. By the summer of 2017, Tara launched Rawcology’s first products at a handful of small, independent grocery stores in Toronto.

The trio’s first big win came in January 2018, when Rawcology began selling its four flavours of coconut chips in 300 Bulk Barn stores nationally. Inspired by the goal of being zero-waste and making use of coconut crumbs leftover from the chip production, Tara developed the company’s next product line: a nutfree, grain-free, low-sugar granola with

sprouted sunflower and pumpkin seeds and, of course, coconut flakes.

They entered their first major grocery store in the summer of 2019 as part of Sobeys’ local program, making their way into 78 locations in Ontario. A year later, Rawcology launched in nine Whole Foods Market stores just as COVID lockdowns began. It was a challenging time for the company, which relied heavily on in-store demos, but Laura came up with a solution. “We started calling all the stores and sending them 100 free sample bags for people to try,” she explains. “That was very successful, especially for Whole Foods. It was to keep the momentum going and keep people trying the product.”

In 2021, another new Rawcology product hit the shelves—oat clusters, which would later be rebranded as granola snack bites. That same year, Rawcology began selling in about 180 Loblaws stores in Eastern Canada. The following year was one of major growth for the company. Rawcology made its U.S. debut in Sprouts Farmers Market, a chain spanning 24 states and more than 440 stores. The products also launched into 15 Costco warehouses in Eastern Canada and most recently (in November) at 93 Metro stores in Ontario. Looking ahead, the entrepreneurs plan to expand their reach into 38 Costco warehouses in Western Canada, where a larger format of their grainfree blueberry granola will be sold. And later this year, Rawcology plans to launch a product line of kids’ protein snack bites.

These days, the company employs about 15 staff members—mostly in its production facility in suburban Toronto—in addition to the three sisters, who are all partners in the business. Tara is responsible for operations, finance and recipe development; Laura manages the production facility; and Megan is the CMO and head of sales. All three say they have no regrets about leaving their former careers behind, especially the company’s founder and CEO, Tara. “My old role didn’t have meaning or purpose,” she explains. “I felt like I needed to have something that I was tied to and passionate about, and that is really what helped set me on the path of wanting to become an entrepreneur.” CG

30 seconds with … TARA,

LAURA

AND MEGAN

What do you like best about your job?

TARA: It’s that constant problem-solving and seeing how multiple different parts come together. When you do anything new for the first time, there is anxiety, but then when you come out on the other side, it’s pretty amazing to look back and see what we were able to accomplish and achieve.

What was your best day in the business?

LAURA: Since we’re a zero-waste facility, we take all of our crumbs that are still good and edible and we donate them to food banks. We made a big donation to the Salvation Army recently and got a really nice letter from them thanking us. I like that we’re able to help people in need in our own community who might not be able to afford to buy healthier items.

If you weren’t in the food business, what would you be doing?

MEGAN: Once you get the entrepreneur bug, it’s in you. Maybe I would work on a great beauty product or something in the creative arts. And I’d want to invest in other female-founded businesses that are doing great things.

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

TARA: Progress over perfection. It’s a hard one, since I still struggle with perfectionism. But, I think the biggest thing is just getting started. It doesn’t have to be perfect. You can launch something, get feedback and change along the way.

What’s your favourite product from your lineup?

LAURA: The blueberry and peach granolas.

TARA: The blueberry and strawberry granolas.

MEGAN: Those are my favourites, too, but my kids’ favourite is the chocolate granola snack bites.

Congratulations Gary Wade

We are proud to announce that Gary Wade, President of Unilever Canada and CEO of Beauty & Wellbeing, North America, will receive the 2025 Canadian Grand Prix Lifetime Achievement Award for his exceptional leadership.

Over 30 years with Unilever, Gary has driven growth, expanded market share, and strengthened the brand presence in Canada, demonstrating a commitment to sustainability, innovation, and consumer well-being.

Thank you for your leadership, Gary!

- Unilever Canada

2025 STAR WOMEN IN

GROCERY AWARD

Grocers from across the country are putting homegrown products front and centre like never before and, as Canada Day approaches, this renewed focus carries even greater significance. From in-store events to special promotions and contests, patriotism is on full display.

SAVE-ON-FOODS

LOCAL CELEBRATIONS, NATIONAL PRIDE

With 188 locations across Manitoba, Saskatchewan, Alberta, British Columbia and the Yukon, Save-On-Foods is embracing Canada Day in a big, yet local, way with each store planning its own event and activities to cater to the communities they serve. Some stores will mark the occasion with barbecues and cakes, while others will host larger, community-wide events with sliced watermelon.

Meanwhile, the retailer’s “The Great Canadian Cookout Challenge” on Facebook and Instagram invites customers to share their Canadian cookout creations using the hashtag #GreatCanadianCookout for the chance to win one of four gift cards.

Rooted in red and white

Save-On-Foods is encouraging customers to shop local in recognition of what it’s calling “Canada D’eh.” The Western grocer’s flyers and marketing materials will highlight province-specific imagery that reflects the personality of each region.

FARM BOY

Celebrating Canada, the Farm Boy way

To celebrate Canada Day this year, Farm Boy is hosting its annual barbecue at its Bronte location in Oakville, Ont., which will include food, activities and entertainment.

HELPING CUSTOMERS SPOT CANADIAN-MADE

Farm Boy is leveraging its marketing channels to make it easier for customers to identify Canadian-made products. This includes enhanced signage featuring “Product of Canada” and “Prepared in Canada” tags for the grocer’s private-label products, as well as Product of Canada endcaps and increased visibility of Canadian products across its flyer, e-newsletter and on social media.

A taste of local

Across all 22 of its food stores, Calgary Co-op is hosting 165 in-store demos featuring products from Best From the West producers as part of its “Taste of Local” summer campaign.

CALGARY CO-OP

SUPPORTING LOCAL: IT’S IN CALGARY CO-OP’S DNA Calgary Co-op has built long-lasting relationships with local producers through its “Best from the West” program. Launched in 2012, the program has supported more than 300 producers and includes more than 2,400 products.

HELPING CUSTOMERS UNDERSTAND “LOCAL”

As interest in Canadian products grows, Calgary Co-op is making it easy for shoppers to identify them by clearly tagging items from its Best from the West program and other Canadian-made products throughout the store. These items are also prominently featured in Calgary Co-op’s flyer and weekly promotional display.

Annemarie Heikenwälder, Managing Director, Pelee

Island Winery

“As Managing Director of Canada’s largest estate winery, I’m honoured to celebrate the success of women in business. You’re not just leading — you’re opening doors for the next generation.”

MADE-IN-CANADA MOMENTUM

New research from NIQ shows how trade tensions are reshaping shopper behaviour— and what it means for retailers and brands

By Rebecca Harris

WITH U.S. TARIFFS and political tensions still an ongoing concern, Canadian consumers are drawing a clear line—in the grocery aisle. New research from NIQ found nearly half of Canadians are taking a stand—from boycotting U.S.-made goods to choosing Canadian products, even when they’re not the easiest or cheapest option.

Here, Mike Ljubicic, managing director at NIQ Canada, shares insights from the research firm’s latest studies—Trade Tensions and the Rise of the Buy Canadian Consumer and Made in Canada: How Are Canadians Responding to U.S. Tariffs?

He discusses how both U.S. and Canadian brands are impacted, what strategies they can adopt and why this isn’t just a passing moment for the maple leaf. This interview has been edited for clarity and length.

How would you characterize the size and scope of shifting consumer behaviours amid the ongoing U.S.-Canada trade tensions?

There are two things: how people say they’re going to react and how they actually react. We heard Canadians say they’re going to avoid or boycott U.S. products, and some said they would depending on the price. At NIQ, we’ve developed a solution that codes products such as “Product of Canada,” “Made in Canada,” “Made in the United States” and “Origin of Canada.” Looking at the last 12 weeks, Product of Canada, which means 98% of the product costs happen in Canada—that’s materials, labour, ingredients, processing—are up 5% in dollars and about 1.2% in volume. When we look at products that are Made in Canada—that is,

BY THE NUMBERS

30% of Canadians say they would be more likely to switch grocery stores if a store made it easier to find Canadian products.

55% of Canadians say they find it easy to identify “Made in Canada” products. However, there’s an opportunity for retailers to do better identifying these products.

32% of Canadians say they will boycott U.S.-made products and refuse to purchase them, regardless of availability or price.

SOURCE: NIQ

That sentiment is stronger in Quebec, where consumers can find products identified by the Aliments du Québec easily.

of Canadians say retailers don’t highlight “Made in Canada” products enough

of Canadians say retailers don’t promote “Made in Canada” products enough

Ideas

51% processed in Canada—they’re down about 2% in dollars and just under 5% in volume. What’s interesting, though, is that stated Made in the United States products are down 8% in dollars and about 8.5% in volume. So, that tells me what people are saying they’re going to do is impacting how they’re behaving in the stores. We are seeing people in the stores checking products and reading labels a bit more. Now, is it as high as I thought it was going to be? Maybe not. But, it is still a sizable chunk, for sure, in terms of volume and dollars.

Given that 55% of Canadians find it easy to identify Made in Canada products, while 45% do not, how can retailers and brands make it easier for consumers to identify Canadian-made goods?

Generally, retailers have done a pretty good job of flagging Made in Canada

products. There are certain departments where it may be tougher to identify; for example, deli and bakery areas. So, those are opportunity areas. In a bakery department, if I’m buying a loaf of bread that’s UPC-coded, it’s easy—I can flip the pack and see where it’s made. But if I’m buying loose buns that are PLU-coded, there’s no indication of which country they’re from. You might assume the flour is from Canada, but you can’t identify the country of origin. It’s been suggested that retailers should have a Canadian section in the store versus a non-Canadian section. That’s logistically tougher to do because of the cost of re-planogramming, and changing everything isn’t easy. But, for the most part, Canadian stores have done a good job. Another consideration is online. It’s very important to make sure that even on your e-commerce sites, Canadian products are flagged properly,

so when people are clicking and buying, they can easily identify them.

Where do you see the “Buy Canadian” movement headed?

I think there’s going to be a certain element that will stick over time … Quebec has done a good job over the last 10 or 15 years elevating the presence of their local brands. We’re starting to see other provinces—especially in the Prairies and the Maritimes—follow suit. People are taking things into their own hands, trying to become more self-sustainable and helping local companies grow. At the same time, larger companies are looking at how they capitalize on this shift and produce more in this country to meet future demand. So, some of this is not going away. It’s just going to layer on to trends that have been building over the last number of years. CG

Celebrating Excellence

Environics Analytics proudly salutes the 2025 Star Women in Grocery Award winners. Your vision and impact are shaping the future of the grocery industry.

From the women of Environics Analytics to the 2025 Star Women in Grocery Award winners: your achievements light the path forward.

environicsanalytics.com

Balancing value and loyalty in uncertain times

Tariffs and consumer habits are shifting, but there’s a way for retailers to win

When we talk about “good value for money,” it requires tapping into a unique set of needs with nuance that varies by format

UNCERTAINTY BREEDS BEHAVIOUR CHANGE

While it’s not news that Canadians have been grappling with financial pressures, recent political developments both at home and south of the border have intensified these challenges. Many of us (54%) continue to adapt our behaviour to mitigate cost-of-living pressures, a four-point increase from last November. This shift manifests in several ways: more home-cooked meals, budget-friendly menu planning and reduced spending on restaurant dining. Lower-income households have made notable behaviour changes since the fall, pulling back on impulse shopping (+7 points), decreasing shopping frequency (+4 points) and comparing prices (+1 point). By adapting to these realities, retailers and brands can position themselves as partners in helping Canadians navigate challenging economic times.

VALUE IS MULTILAYERED

Not surprisingly, the role of value as a driver of food and beverage consumption weighs heavier on Canadians, up +4 points versus November 2024. Lower-income households are increasingly motivated to save money, while higher-income households increasingly seek good value. The multifaceted nature of value involves careful analysis, requiring different strategies for marketing and retail activation. Our Ipsos FIVE data reveals a +4% shift towards discount grocery channels since 2021, indicating Canadians’ growing quest for better deals. Moreover, we’ve observed an uptick in pantry-loading, with a three-point increase in consumers stocking up

on discounted packaged foods since the fall. When we talk about “good value for money,” it requires tapping into a unique set of needs with nuance that varies by format. For packaged food and drink, this translates to satisfying needs around indulgence, brand loyalty, “grazebility” and habitual consumption. Fresh products must deliver on healthfulness, pure and natural ingredients, and authenticity. Frozen items, while traditionally associated with cost-saving, can offer good value by meeting needs for indulgence, reducing food waste and elevating overall experiences. Retailers and brands need to clearly communicate value propositions—price savings, quality, convenience or a combination. By aligning with these evolving value perceptions, retailers can enhance customer loyalty and drive sales in this price-sensitive market.

ELBOWS UP, CANADA?

Against the backdrop of tariff wars and heightened financial vigilance, the “Elbows Up” movement has gained significant momentum in Canada, championing support of domestic products. But, are Canadians putting money where their mouth is? The answer, as it relates to what we’re eating and drinking, is favourable, yet somewhat mixed. The “Made in Canada” label has long been touted as the top-ranking packaging claim, particularly resonating among the boomer generation. Since the fall of 2024, we have seen sustained growth in importance of this claim, driven by generation Xers (+16 points) and millennials (+10 points), while boomers maintain a steady dedication to the maple leaf. Generation Z, on the other hand, has pulled back on this claim (-5 points) as other priorities come into play that primarily revolve around added functional benefits. While the “buy local” movement continues to gain traction in the media, a notable “say-do gap” exists between consumers’ intentions and their actual consumption behaviours. Interestingly, Ipsos FIVE data reveals that lower- and middle-income households who say they prioritize local food and drink demonstrate a smaller say-do gap compared to their higher-income counterparts. This suggests a stronger commitment to local products, even in the face of financial constraints.

NOW WHAT?

The increased focus on value and cost-saving behaviours demands a strategic approach to pricing, promotions and product offerings. Keeping tabs on shifting consumer preferences and tailoring marketing strategies accordingly will be crucial in this dynamic environment in the months ahead. CG

and venues. Jenny.Thompson@ipsos.com

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

THE LEADERS

LESSONS FROM THE TOP STACEY KRAVITZ, PRESIDENT, UNFI CANADA

“I SURROUND MYSELF WITH PEOPLE WHO CHALLENGE ME, WHO ARE BETTER AT THINGS THAN I AM AND I LEARN FROM THEM. I THINK THAT’S REALLY, REALLY IMPORTANT”

– STACEY KRAVITZ

How did you get your start in the business?

I’ve been in the food business my whole life. I feel like I fell into it. I started working in bakeries, I worked in restaurants through school, and my mom worked for Kraft for 26 years, so I would work at Kraft in the summertime. After graduating from McGill University, I didn’t really know what I wanted to do—I managed restaurants for a while, then my husband and I moved from Montreal to Toronto. I wanted to get into sales and my mom helped get my resume into the right hands at Kraft in Ontario, where I started as a sales rep.

What is your leadership story?

It spans 30 years now across sales, sales strategy, brand strategy and general management—really within two companies, Kraft (later Kraft Heinz) and now at UNFI Canada. After spending two decades at Kraft in progressive roles—pretty much in the sales field—in 2016, it was time for a change. I was offered the position of VP of sales at UNFI, where I eventually took on customer experience and became SVP. And then, right at the start of COVID, I took over as president.

As a leader, I’ve always focused on building strong, people-first teams that deliver results. And I’m deeply involved in the industry, I’ve sat on the boards of CHFA [Canadian Health Food Association] and The Grocery Foundation, and on the board of governors for FHCP [Food, Health & Consumer Products of Canada] and was part of the founding team of the Toronto chapter of Network of Executive Women [now NextUp]. I think it’s so important to give back.

In your mind, what are the qualities a great leader should possess?

By Shellee Fitzgerald • Photography Tobi Asmoucha

Transparency, perspective and care. And care comes in many forms—understanding your people, understanding who you’re working with, [working] for, and believing

in, and being engaged in, what you do. I think if the leader is engaged, then people can follow. And it’s around creating trust, showing up authentically as yourself and making space for others to grow. The best leaders know how to listen deeply to understand the behind of what is needed. And that’s not a trait you see in many leaders, but it’s a trait in leaders that I’ve had the opportunity to work for and that have formed who I am today as a leader.

What are traits you’ve observed in other leaders that you’ve sought to avoid?

Leaders who make it about themselves, who need to be the smartest person in the room and who are not open to feedback. It’s a trap to think you know everything.

As a leader, how do you navigate uncertain times like we’re experiencing right now?

Again, it’s about transparency and perspective. I’ve learned this having taken over my [current] role at the start of COVID. Whether it’s economic shifts or industry disruption like we’re seeing today or internal changes, I want to make sure our people know where they’re going and why they’re going there. And even if we don’t have all the answers, I want them to have confidence we’ll get there and whatever is around the corner is going to be fine. There isn’t an experience, as bad as it might be, that I’ve gone through where the other side hasn’t been rosier in some way; so you learn, you develop, you grow, you make mistakes—those are critical things. If you’re not transparent and you don’t provide perspective, then people don’t know where to go.

How do you continue learning and developing as a leader?

First of all, learning has been a lifelong journey for me. I’m a constant learner. I read, I listen to feedback. I surround myself with people who challenge me, who are better at things than I am and I learn from them. I think that’s really, really important. And I’m about to be certified as an executive coach, which I’m super excited about. I’ve learned so much in this course and it’s helped me grow as a leader. You’re never too far along to continue learning in your career.

What is one lesson you wish you had learned earlier in your career?

That vulnerability is a strength, not a weakness. Early in my career I really

fought to lead, and I know now that being open and real builds stronger teams and stronger outcomes.

What is the biggest risk you’ve taken in your career?

Leaving Kraft, at least at the time, felt like a big risk. I’ve taken a bunch of other leaps of faith over the years, but this one felt like a huge risk. I had 20 years baked into that company; it was part of my soul. Leaving was not easy, but it was time—I had grown to the level I needed to grow and I was ready for something different. Although I was anxious, once I started in a new place, I felt like I had landed well. It was a good learning lesson for me and it gave me the opportunity to lead in a completely different space. And it wasn’t just doing more of the same at a different company—we were in turnaround mode [at UNFI] in Canada. The move pushed me to stretch, it built my confidence and [helped me see] that if I could do that, I could probably do anything.

What has been your most difficult day as a leader? What did you learn from it?

When Kraft was purchased by Heinz, I stayed on for a year and was part of the team that, three months into restructuring, had to let a number of people go. It took me weeks to get over that day. Restructures are always tough, but even when you understand the business rationale, they are deeply personal and that day proved it to me. What I learned was the [importance] of empathy, clarity and care—three words I use a lot—because in those difficult moments, people won’t remember the details, they’ll remember how you made them feel.

How do you approach feedback—both giving and receiving it?

Feedback is a gift, I ask for it often and give it in the moment. But, you deliver it with empathy and clarity. Early in my career I wasn’t very self-aware, and self-awareness and accountability are so important as you’re becoming a leader. I’ll admit, I was really defensive when it came to feedback. I’d stand up for myself in this hard-fought war I was having with I don’t know who, maybe myself. I thought being a strong leader meant having all the answers rather than learning, growing and developing, and I thought I had to do it all myself. That mindset didn’t leave a lot of room for growth. When I was a senior manager

and passed over for promotion, I got some really tough feedback, but it was straightforward, it wasn’t mean, it was “here’s what we think, Stacey...” I hadn’t had that honest direct feedback before and it was hard to take, but owning it changed the trajectory of my career. I honestly think had I not taken that step at that point in my career, I wouldn’t be sitting here today. CG

This interview has been edited for length and clarity.

FAST FOUR

1 YOUR FIRST JOB?

When I was 14, I worked in a bakery/Jewish deli in the West Island of Montreal where I baked bread, served customers and made chopped liver from scratch. It taught me early lessons in work ethic and hospitality.

2

BIGGEST PET PEEVE?

People who dominate the conversation without truly listening. The best leaders listen more than they speak.

3

HOW DO YOU TURN OFF WORK?

My newfound passion is skiing in the winter. Hiking in the summer has always been a passion, as well as winding down by the fire with a nice glass of wine in Niagara-on-the-Lake.

4

PEOPLE WOULD BE SURPRISED TO KNOW … I deferred my acceptance to university and backpacked solo through Europe, Israel and Egypt for a year.

Meet the outstanding women shaping Canada’s grocery industry TOP NOTCH!

By

SINCE 2012, Canadian Grocer has proudly celebrated the remarkable women driving innovation and excellence in the grocery industry through our annual Star Women in Grocery Awards. This year’s winners—60 in all—represent all parts of the country and every facet of the industry, from operations to marketing, sales, supply chain, finance, technology and beyond. These are smart, passionate leaders who have been nominated by colleagues and carefully selected by our editorial team for their achievements.

Over the years, we’ve had the privilege of recognizing hundreds of exceptional women. For 2025, we’re thrilled to introduce a new distinction: the Star Women in Grocery Icon Award. This special honour will be presented annually to one woman widely admired for her leadership and contributions to the Canadian grocery industry. Ready to meet this year’s inspiring winners? Turn the page to discover the Star Women of 2025.

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

Introducing Canadian Grocer’s

Star Women in Grocery Icon

DIANE J. BRISEBOIS

PRESIDENT & CEO, RETAIL COUNCIL OF CANADA

THERE ARE FEW more recognizable advocates for Canadian retail than Diane J. Brisebois.

For more than 30 years, Brisebois has successfully led the Retail Council of Canada (RCC), an organization that represents retailers of all stripes, including grocers. During her tenure, Brisebois is credited with elevating the organization and firmly establishing it as the voice of retail in Canada.

When inducting her into the Canadian Retail Hall of Fame earlier this year, RCC hailed Brisebois for her bold leadership, tireless commitment, as well as her skill in navigating industry upheavals, championing forward-thinking policy and building powerful alliances between retailers, government and communities across the country.

Speaking to Canadian Grocer earlier this year, Brisebois said in addition to being proud of the association’s work advocating for retailers, she is proud of RCC’s work to attract young people to the sector and help them recognize retail as a viable career. She is also proud of the council’s work to bring the industry together to share information and provide best practices to help retailers succeed.

When asked to share the most important leadership lessons she has learned over her distinguished career, Brisebois spoke of the importance of learning from one’s mistakes. “Don’t deny your mistakes or point the finger at someone else. Sit back and think about what happened and what you could have done better, and then share,” she said. “As a leader, your team needs to see that you can, at times, make mistakes. But, most importantly, it’s how you deal with those mistakes and how you bring everyone together to do better the next time. That is key.”

In late January, Brisebois announced she would be retiring from RCC this year, and has confirmed she will exit the association in September. At RCC’s STORE25 conference in June, the long-serving leader took a moment to thank the industry: “All of you have made my job not a job, but just an incredible journey.”

Proudly congratulates

Amélie Lavoie

SENIOR DIRECTOR, HUMAN RESOURCES

For being recognized as one of Canadian Grocer’s Star Women in Grocery!

Building a culture of collaboration and teamwork, which came to life in the development of our new Canadian corporate headquarters, Amélie has been a key driver in enabling our talent to thrive in a high-performance environment.

SENIOR LEVEL STARS

WENDY BAKER

VP, Member Engagement & Events

Food, Health & Consumer Products of Canada

What is your superpower? A relentless focus on member service and striving to elevate every experience. It’s about anticipating needs, creating those memorable moments and ensuring people feel genuinely seen and valued. My team affectionately calls me “Mama Bear” because they know I’ll always have their backs—through the wins and the challenges. Early in my career, I read Maya Angelou’s saying, “People will forget what you said, forget what you did, but will never forget how you made them feel.” That’s a guiding principle for me, whether I’m supporting a member, rallying my team or delivering an event experience. It’s about creating an impact that lingers well beyond the moment.

What excites you about the grocery business? Right now, it’s seeing how the next generation of leaders is engaging with the industry in fresh and impactful ways. They’re bringing new energy and bold ideas to the table, challenging the status quo and embracing emerging technologies to solve complex challenges. It’s a dynamic time.

What are your passions outside of work? Family, faith and nature are my grounding forces. There’s something so peaceful about walking or biking along the lake or through the forest—it reminds me that I’m just one small piece in a much larger world. It’s a humbling and inspiring perspective that helps me recharge and stay grateful for where I am and the people I get to share life with.

LISA BEAUSOLEIL

Business Executive Officer, Nestlé Health Science Nestlé Canada

What’s your approach to leadership? To inspire and align the team around the vision and purpose of the business and how everyone contributes to adding value. I work to understand the needs of team members and how we can, together, productively deliver our business objectives while strengthening our culture. I love to learn and am naturally curious. I ask questions to seek understanding and draw out the diverse perspectives of the team.

What do you like most about your job? I am inspired by the purpose of our business to serve our consumers, patients and customers. I leverage this passion to coach, develop and mentor team members to reach their potential, and leverage the strengths of each team member to work together to deliver our business objectives.

How do you navigate challenging the status quo? I Identify the need for change and provide context to key stakeholders to get their feedback and input to engage them in the process. I spend time to align on what success will look like and engage the stakeholders in ideating and identifying solutions/options to find better outcomes. Focusing on the communication plan and explaining the rationale is key to get buy-in and gaining commitment to what successful outcomes look like.

What do you like to do when you’re not working? I love being outdoors—paddleboarding, skiing, biking, hiking. I am also a foodie and enjoy cooking and exploring new food experiences and global cuisines.

MARIE-EVE BRUNET VP Sales, Quebec & Atlantic I-D Foods Corporation

How did you get your start in the CPG business? I studied teaching before transitioning into business administration. From early on, I knew my true calling was in management. However, it was essential for me to work in an industry that aligned with my values—one where the human element was central and where the work felt meaningful. Being a passionate foodie … made the food industry a perfect fit. After completing my degree, I began as a marketing assistant in the company. During my path at I-D Foods, I have had the privilege of working alongside remarkable individuals who have mentored, inspired and supported my growth. Eighteen years later, I’m proud to still be part of this incredible professional family.

What’s your superpower?

My ability to bring people together. Both in my personal and professional life, I enjoy being surrounded with people, creating links and encouraging collaboration. Interpersonal relationships are essential to my well-being. I don’t like to work alone; I don’t like to be alone. I am enriched by the people around me.

What is a career challenge you’ve faced? My biggest challenge was to build my self-confidence as a young professional, especially working mainly in a second language. I had to accept I wouldn’t know everything, that I’d make mistakes and I wouldn’t always please everyone. Learning to deal with disagreements, to defend my ideas, to evolve despite doubts—all these things pushed me to grow. As I’m demanding of myself, it wasn’t always easy, but it’s what shaped me the most.

CHANTAL BUTLER Chief Marketing Officer Mondelēz Canada

What is a career challenge you’ve faced? One of my biggest challenges was climbing the corporate ladder as a woman and mother in a maledominated industry. Early in my career, I was often the only woman in the room. This meant I had to work harder to prove my credibility, voice my ideas and earn the same level of respect as my male peers. At times, I was even advised to “be more like him.” It wasn’t easy, but I learned to turn these challenges into motivation. Today, I’m proud to be helping shift the culture where I can: mentoring female talent, trailblazing for other women to ensure our voices are heard, advocating for more inclusive decision-making and driving performance through collaboration—my true superpower!

How would you describe your leadership style? My leadership style blends strategic vision with a focus on collaboration and empowerment.

What excites you about the grocery business? What I’ve loved most is the ability to make a real impact on consumers’ everyday lives. There are innovations I helped bring to market that are still on the shelves today! Hearing consumers speak proudly about our brands is deeply fulfilling and reinforces the value of our work. It’s exciting to continuously reinvent, launch compelling campaigns and drive innovation grounded in rich insights around purchasing patterns, preferences and trends. Beyond that, the grocery industry plays a critical role in providing access to affordable, nutritious food. As marketers, we have the opportunity to promote healthy eating, support sustainable practices and contribute to addressing food insecurity.

Senior-Level Star

Nicole Salloum

Vice-President, Administration Service Operations, Farm Boy

Senior-Level Star

Erika DeHass VP Corporate Marketing, Sobeys Inc.

Celebrating Excellence: Congratulations to Our in Grocery Winners!

Senior-Level Star

Avie Leang-Lorenzo VP Merchandising Solutions, Sobeys Inc.

Senior-Level Star

KC Shendelman VP, Marketing , Longo’s

Star Women

Store-Level Star

Shining Star

Shining Star

Amanda Labuckas Director Category Management, Discount Category, Sobeys Inc.

Allison Boman Director, Project Management, Longo’s

Nimfa Dulay Store Manager, Longo’s - Liberty Village

Store-Level Star

Lana Boyechko

Franchisee, FreshCo

Store-Level Star

Kairsti Fraser Store Manager, Safeway

SENIOR LEVEL STARS

JENNIE COLEMAN President Equifruit

What is a career challenge you’ve faced? In my early years with Equifruit, I was often talked down to as if selling Fairtrade bananas was some kind of Girl Guide project that was cute and laudable but impossible to execute in the real world. My business partner Kim Chackal and I just pressed on, not taking no for an answer and looking for those buyers who understood the need for change in the banana industry and were on board with our mission. Equifruit has now been on The Globe and Mail’s list of Canada’s Top Growing Companies for three years running.

What is your leadership philosophy? My leadership philosophy is reflected in Equifruit’s statement of values: We espouse compassion, creativity and commitment to change. I try to model these values by sticking to our guiding mantras, such as “don’t work with jerks,” “refuse to be ignored,” and my favourite, “Sí se puede,” which means “We can do it.” Might sound hokey, but these are a constant in the management of our business—providing an ethical framework our team can rely on.

What is your proudest moment? I think I’m living it now! Equifruit has grown beyond what I could have imagined back in 2013 when I bought the company. With growth comes impact: In 2024, Equifruit contributed nearly $1.5 million in Fairtrade premiums to our grower partners and their workers through our sales of Fairtrade bananas, and sometimes I can hardly believe all that was done by our 21-strong team of banana bada$$es.

ERIKA DEHAAS VP, Corporate Marketing Sobeys Inc.

What intrigues you about the grocery business? What intrigues me most is the incredibly fast-paced nature of the business. Consumer habits are constantly evolving and there’s a unique challenge in staying ahead of those shifts, whether it’s responding to seasonal trends, adapting to emerging health and sustainability concerns or leveraging data to better understand purchasing behaviour.

Best career advice you have received? The best career advice I’ve ever received is that you are only as strong as your team. No matter how capable or driven you are individually, true success comes from surrounding yourself with a diverse, collaborative team that complements your skills and brings different strengths to the table. As a leader, it’s about recognizing your own limitations and creating an environment where collective talent, trust and shared vision drive high performance. At the end of the day, you can’t do it on your own—your team’s strength is your strength.

What career advice would you give your younger self? I’d tell my younger self to be curious, not just ambitious. Early in your career, it’s easy to focus on chasing titles, but the most meaningful growth comes from asking questions, seeking different perspectives and staying open to experiences that might not fit a traditional path. I’d also emphasize the importance of relationships. The people you surround yourself with—mentors, peers and teams—can shape your journey as much as any role or company. Invest in those connections, because collaboration and trust are the foundation of growth and leadership.

BRYANA GANONG President and CEO Ganong Bros.

As a fifth-generation leader at Ganong Bros., when did you realize you wanted to continue the family legacy? Growing up in our small community of St. Stephen, N.B., I did not have aspirations to work in the family business. In my early 20s, I began to appreciate both the value of being close to family and the connection the company has in people’s lives. I had worked at Ganong as a summer student but began my full-time career as a marketing assistant. I then moved through many different roles, including marketing, QA, R&D, business development, contract manufacturing and project management, before moving into the role of president and CEO.

Your journey—leading the company while battling breast cancer—is inspiring. Where did you draw your strength from, and what did you learn about yourself including as a leader? While I may be the first female leader of Ganong, I come from a long line of strong women and certainly drew from their examples. I also had incredible support from my husband and family throughout the journey. I am very thankful for early detection, and I focused on maintaining that positive mindset during my treatment. At Ganong, I was very open with our team throughout my journey. They were tremendously supportive and encouraged me in sharing my diagnosis and treatment publicly to remind and encourage other women to take advantage of screening opportunities. I’ve been fortunate to meet women who pursued screening after hearing my story, and the experience really reminded me of the importance and impact of transparency.

AVIE LEANG-LORENZO VP Merchandising Solutions & Business Intelligence Sobeys Inc.

What intrigues you about the grocery business?

We all need to eat. But, the different factors that motivate shoppers to choose one brand or retailer over the other, one flavour over the next, and those unintended consumption occasions, make this industry interesting. There is always something to watch out for; it moves fast and is never boring.

What do you like most about your job? Merchandising solutions and business intelligence, as the team name suggests, deals in actionable information and bringing solutions to merchandising conundrums. While most of the work we do is unseen outside of Empire, we understand how valuable our team is to keeping things going. This is probably the part I like the best—solving puzzles, making what used to be impossible possible and enabling our business to bring strategy to life. I am also fortunate to have an equally (if not more) curious and driven team that I am humbled to be leading—they make every workday an adventure worth taking.

What is a fun fact about you?

I am a secret adrenaline junkie and will go as far as my risk-averse family’s comfort level allows. I was the little girl who wanted to go on the biggest roller coasters before I was tall enough to ride them, that one person in the friend group who was first in line for a bungee jump and, maybe soon, jump off a plane. In a life not led, I think it would be amazing if I were a professional NASCAR driver.

SENIOR LEVEL STARS

NATHALIE LEFEBVRE VP and Controller - Quebec Division Metro

How did you get your start in grocery? I started my career in the grocery industry 30 years ago after obtaining my Chartered Professional Accountant designation. I joined Metro and evolved within the finance department, holding various positions before becoming vice-president and controller of the Quebec division in 2022.

What is your proudest career accomplishment? One of my proudest career accomplishments is my key role in the implementation and development of SAP, a financial management software. Changing software isn’t easy and there can be a lot of resistance to change. I became a “superuser” and lead trainer. Being a reference person with highly developed knowledge enabled me to contribute to a lot of projects and strategic decisions.

How would you describe your leadership style? I demonstrate leadership by example, guiding my team with unwavering dedication. I am proactive, value teamwork and ensure that achieving objectives is always a priority. My approach is marked by integrity, a strong work ethic, good communication, my availability to my team and a focus on results.

How do you spend your time outside of work? I like to spend my time outside work with my family and best friends. I like to go to the spa to recharge my batteries, go for walks and ride my bicycle. I enjoy spending time in nature.

Anything else you’d like to share? Make the most of every moment— time flies. Don’t put off until tomorrow what you can do today.

NICOLE SALLOUM VP, Administration Service Operations Farm Boy

How did you get your start in the grocery business? My path into the grocery industry wasn’t planned but, in many ways, it felt like a return to my roots. I was raised on a beef and grain farm in Alberta, where my parents instilled in us the values of hard work, teamwork and quality. Food wasn’t just our livelihood—it was how we welcomed people, supported our community and lived our values. After spending much of my career in a different industry, I was looking for a change. A friend introduced me to an opportunity at Farm Boy to step into a role in legal and administration. Within three days, I was hooked. The people, the pace and the hard work at Farm Boy all reminded me of life on the farm—it felt familiar, meaningful and deeply fulfilling.

What keeps you motivated at work? The opportunity to drive transformation and help people grow. I’m passionate about creating meaningful impact—whether through mentoring, leading change or improving experiences for customers and teams. Seeing progress and contributing to something bigger than myself is what truly energizes me.

What career advice would you give your younger self? Be brave, bold and go for it. Never shy away from wanting to be the best as a team. This mindset fosters a commitment to excellence. I’m incredibly proud to lead amazing teams of high performers who embody this approach and celebrate wins collectively.

KC SHENDELMAN VP of Marketing Longo’s

What keeps you motivated at work? The opportunity to continually evolve, both personally and organizationally with a team of extremely talented people. While the fundamentals of business leadership and marketing remain, the landscape is shifting rapidly. Staying ahead of emerging trends, optimizing processes and driving measurable impact are essential to long-term success. I am motivated by the challenge of leading through change, developing people, unlocking new opportunities and ensuring our strategy and execution delivers lasting value to the business and the people we serve.

What is the biggest challenge you have faced in your career? How did you overcome it? One of the most defining challenges was recognizing when I was in an environment that didn’t align with my core values. On paper, the role and responsibilities were ideal … but the values and culture felt misaligned. It taught me the difference between surviving in a role and thriving in it. I overcame the challenge by stepping back, reassessing what mattered most to me in a workplace culture, and seeking an organization where collaboration, purpose and integrity weren’t just stated but lived.

What career advice would you give your younger self? Trust the journey and stay actively engaged in shaping it! Sometimes, despite all the planning and preparation, life and career paths take some unexpected twists and turns. The key is to make thoughtful decisions with the best information available at that time, and trust that each experience, even the unplanned ones, add value.

LIETTE VIGNEAULT SVP, Human Capital and Communications Agropur

Best advice you’ve received?

Throughout my career, I’ve received a lot of advice because I strongly believe in learning from the experiences of others. One piece of advice that I received early in my career and that I still use almost every day, both at work and in my personal life, is: “Things are never as good or as bad as they seem. Ask questions and trust your judgment.”

What’s your superpower? I don’t know if it’s a superpower but one thing is for sure, I have a great ability to understand organizational dynamics and to create highperforming teams. Additionally, I am curious and always seek to push transformation further. This combination allows me to navigate complex environments, align diverse talents towards common goals and foster a culture of collaboration and excellence.

What is your leadership philosophy? There is a motto that has followed me for a long time: “People will not remember you for what you said, but rather for how you made them feel.” I believe my leadership style reflects this belief deeply. I provide every possible opportunity for my team members to develop and feel they can achieve their goals and spread their wings.

What do you like to do when you’re not working? I love engaging in renovation and interior design projects. I’m also an avid skier and a beginner golfer. I cherish both travelling around the world with my husband and spending time with my family, whether at our country home or on my sailboat.

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

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

Senior Director, Support Procurement Operations, National Procurement

Katie Chan Marketing Director, Food Basics

Jennifer Hall

Store Manager, Food Basics #815 Mississauga

Nathalie Lefebvre Vice President and Controller, Québec

Marie-Christine Béla nger

Lyne Nadeau

Store Manager, Super C Sept-Îles, Québec

SHINING LEVEL STARS

ANGIE ARVANITIS

Director of Customer Supply Chain Kruger Products

Proudest career moment? How we handled the COVID crisis. With no warning, the demand for paper products skyrocketed as soon as everything shut down. We had to quickly find new ways to meet customers’ needs, while remaining healthy and safe. I was very proud of my team and the various departments that collaborated and adapted swiftly to ensure our products stayed on store shelves. My ability to find creative solutions and ensure we continued to serve customers is my proudest accomplishment.

What is the best advice you’ve received? “Never stop being a student.” I’ve applied that by seeking out mentors, asking questions and staying curious—whether that’s learning new technologies, understanding consumer trends or developing leadership skills. It’s helped me stay adaptable in a fast-changing industry.

What excites you about the grocery business? How innovation is reshaping the customer experience, whether it’s frictionless checkout, smart carts or AI-driven personalization. Technology is making grocery shopping faster, easier and more tailored to individual needs. Additionally, the software we use has enriched our day-to-day lives and allows us to make decisions more efficiently.

What are you passionate about outside of work? I am passionate about wellness and health. I enjoy staying active with Pilates, cooking healthy meals and pairing them with a nice glass of wine. I love spending time with my family and friends and travelling with them as well.

MARIE-CHRISTINE BÉLANGER

Senior Director, Support Procurement Operations Metro

How did you get your start in the grocery business? I began my career in the food industry in 2005, during my university studies, working in the grocery purchasing department during the summer. Upon my graduation in 2007, with a bachelor’s degree in business administration from HEC Montréal, I got a permanent position as a merchandising assistant for the Metro Quebec banner. Since then, I have continued to hold various positions with increasing responsibilities.

What keeps you passionate about your work? I thrive in highly competitive environments where I can continuously learn and take on new challenges. I like working on multiple diverse projects at the same time and, above all, what fuels my passion every day is the collaboration with others—sharing ideas and solving problems together. Teamwork is essential to me.

Best career advice you’ve received? Be a good listener, don’t be afraid to surround yourself with people that are better than you in an area where you do not have the expertise, and trust yourself!

How do you like to spend time outside of work? I am very active and I practice a lot of sports. I also enjoy cooking and spending time with my family and friends. I like to recharge my batteries by going to the cottage and being surrounded by lakes and mountains.

What is a fun fact about you? I am the happy mother of three children who have as much energy and [enjoy] sporting activities as I do.

MEGAN BENTHAM-CAMPBELL Lead, OMNI Shopper Experience

Kraft Heinz Canada

How did you get your start in the CPG business? I started with Kraft 25 years ago as an in-store merchandiser. It gave me a real appreciation for how much work happens behind the scenes to create a great shopping experience, and it sparked my interest in how brands influence decisions right at the point of purchase.

What is the most challenging aspect of your job? Balancing long-term strategic planning with the need to react quickly to changing priorities—whether it’s retailer demands, shifting shopper behaviour or internal business needs. There is always something urgent competing for attention, and it can be difficult to protect time for thoughtful planning, testing and optimization.

What habits or mindsets have helped you stay resilient? I stay focused on clear objectives and stay closely aligned with cross-functional planning teams so we are all pulling in the same direction. It is a constant juggling act, but it’s what makes my role dynamic and rewarding. I am always learning, adapting and pushing for smarter ways to connect with consumers in real time, while keeping our top-line goals intact.

What is a fun fact about you?

I grew up in Saskatchewan in a hard-working artistic family—my dad is an abstract sculptor and my mom owned an art gallery she started with her business partner. I learned how to mix creativity with grit. I was raised to roll up my sleeves and find beauty in the process. That blend of resourcefulness and creativity still shapes how I approach challenges today.

SAM BHULLAR

Customer Director - Walmart Pet Mars Pet Nutrition Canada

How did you get your start in the CPG business? I started in the CPG business right out of a post-graduate program, where I landed an internship at Mars in its regulatory affairs/R&D department. I was able to turn that internship into a full-time role, which then led to my progressive 16-year career at this incredible organization. In my early career at Mars, I made a cross-functional move into marketing, where I spent many years managing our food brands, and then to customer marketing, e-commerce and, most recently, sales customer management functions in our pet food division.

What is your proudest career moment? My proudest moment at Mars was being recognized as a North American winner and global finalist for the Mars Make the Difference program, which recognizes projects from across the world that have made a significant contribution to our Mars business results with scalable impact into other markets.

What are you passionate about outside of work? Outside of work I am a proud mom of two young daughters, nine and 11. I love spending time with them just doing everyday things and watching them learn and grow. We love travelling to new places and are learning to golf together. Being a role model for them, to help them know they can achieve anything they aspire to, is a significant part of my purpose.

SHINING LEVEL STARS

ALLISON BOMAN

Director, Enterprise Project Management Office Longo’s

What drew you to the grocery industry? I was working in a consulting role with external clients and felt the need for a career change. As a longtime and dedicated Longo’s and Grocery Gateway guest, my love for Longo’s and my desire for a new opportunity led me to explore the Longo’s website. It was serendipitous that an opportunity matching my ideal role was posted at that time. The stars aligned perfectly!

What keeps you passionate about your work? My role offers a unique opportunity to explore various areas of the business. By working on diverse projects and supporting the strategic planning process, I gain exposure to multiple facets of the organization. This constant learning and challenge ignites my passion and drive for my work. The dynamic nature of my role ensures that I’m always growing and adapting, which fuels my enthusiasm and commitment to contributing to the company’s success.

What’s the most valuable career advice you’ve received? Have faith in yourself. Taking on new roles and challenges can be intimidating, but don’t let fear stand in the way of great opportunities. Embrace new projects and roles with confidence. It’s important to ask questions and seek help when needed. Remember, growth often comes from stepping out of your comfort zone and trusting your abilities.

How do you like to spend your time outside of work? I love to travel with my husband and 14-year-old son. We enjoy exploring new cultures, trying diverse cuisines and experiencing how people live in different parts of the world.

HALI BURNESS

Senior Director, Finance Conagra Brands Canada

How did you get your start in the CPG business? My first role in the CPG industry was with Molson Coors, where I worked on the imports business, specifically focusing on the Corona brand. As this was a smaller business unit within the broader Molson Coors portfolio, I had the unique opportunity to gain exposure to the entire business process, not just finance. I collaborated closely with teams across sales, marketing, supply chain, finance, regulatory and recycling. This provided me with a well-rounded understanding of the CPG landscape and equipped me with a strong foundation to contribute to larger business units by appreciating how crossfunctional teams work together.

What is your proudest moment?

I’m proud to be a woman in a leadership role and strive to be intentional in how I show up both as a people leader and a business leader. I aim to lead by example, particularly in demonstrating how to navigate the responsibilities of leadership while balancing the demands of being a working mother. I actively participate in Conagra’s mentoring program and serve as the sponsor of Canada’s Parents in Business Employee Resource Group.

What keeps you passionate about your work? Collaborating with peers toward a shared goal and contributing my expertise to the team is deeply rewarding. I am passionate about helping drive strategic business decisions by leveraging analytics, data and past experiences.

ISABELLE CANTIN

North America Director, Logistics & Warehouse Management Systems Bimbo Canada

What’s your superpower? I bring contagious energy, especially when things are shifting. Change excites me, and I love helping others lean into it and see the opportunity instead of the stress. For me, it’s about embracing transformation and bringing people along with heart and optimism—that’s “The Bimbo Way” in action.

Best advice you’ve received? Don’t wait for life to happen to you, go after what you want and put your full energy behind it. That advice shapes how I show up every day—in work and life. It’s also why I believe so strongly in empowering others to take initiative. We all have the potential to shape our future when we act with purpose.

What do you like most about your job? I thrive on change—no two days are the same in grocery! I love working with different people, solving problems together and being part of a team that makes things happen. Helping others succeed is what keeps me going, because when we grow together, we grow the business, too.

What are you passionate about outside of work? I recharge by being outside—rivers, animals, plants, all of it. And I try to soak up every little moment with my family. It reminds me what really matters and helps me show up with more energy and clarity at work. That balance is part of how I stay grounded and lead with integrity.

KATIE CHAN Director of marketing, Food Basics Metro

What is the biggest challenge you have faced in your career? Early in my career, I was asked to step into a senior manager role immediately for someone who went on sudden medical leave. With no transition period and an urgent business need to address, I was faced with one of the most challenging moments of my career. Despite having limited knowledge in that area and little time to prepare, I had to lead a team to deliver on a critical business objective under a tight deadline. It was a demanding experience that pushed me out of my comfort zone, but also helped me grow significantly as a leader.

How did you overcome it?

The team met the business objectives thanks to our resilience, strong teamwork and shared determination to find solutions. Through trial and error, we continuously tested the system and stayed agile in our approach. By leveraging our connections with sister organizations, we gained valuable insights that helped us overcome the urgency of the situation. It was a true testament to the power of collaboration and adaptability.

What is the best career advice you have received? Your reputation is your personal brand—it reflects the core values and work attitude you bring to everything you do. Once you recognize your output carries your name, you naturally begin to approach your work with greater consistency and intention. The way you show up—reliable, thoughtful and committed—shapes how others perceive and engage with you.

SHINING LEVEL STARS

MELISSA CHATTEN Director of Retail Sales Piller’s Fine Foods

What is your proudest career moment? One of them was making the transition from marketing into sales leadership, specifically, being named director of sales [in late 2024]. Not just because of the title, but because of what it represented: trust, growth and the ability to bring two worlds together. Having started in marketing, I brought a deep understanding of brand and customer insights, and I used that to bridge gaps between departments and create more cohesive strategies. Leading a team through change, aligning them around a shared vision and seeing real results come from that collaboration has been incredibly fulfilling.

What do you like most about your job? The people. I’ve been very fortunate to have opportunities to learn and grow within an organization filled with dedicated individuals. I’ve spent my entire career with Piller’s and it’s because of the people.

How do you bring out the best in team members? By empowering them with trust and autonomy and boosting their confidence and performance. I prioritize open and honest communication to ensure everyone feels valued and heard.

What is a fun fact about you? I have a passion for travel and have visited 20 countries, so far. Even with three small children (ages six, four and one), we continue our adventures together. Last summer, we took a memorable family trip exploring the United Kingdom and France. We are already looking forward to our next adventure!

AMANA CHOUDRY

Digital Marketing Specialist

Carlton Cards

What does a typical day look like for you and how do you prioritize your time? A typical day for me involves brainstorming and implementing different promotions and digital opportunities to engage our customers and attract new ones to our brand. I also oversee the execution of promotional materials, monitor ongoing digital campaigns, and develop reviews and action plans accordingly. Staying organized and prioritizing tasks helps me manage my time effectively to keep up with the dynamic nature of the industry.

What keeps you motivated at work? Staying motivated at work is effortless when you’re in an environment that values teamwork, open communication and support. That every opinion and insight is encouraged and valued not only fosters a sense of belonging, but also motivates me to give my best in every situation. Additionally, the variety in my role and the autonomy it offers keeps things fresh and exciting, driving me to tackle challenges head-on.

What career advice would you give your younger self? “Don’t let uncertainty hold you back.” It’s OK not to have all the answers immediately, and it’s essential to remember that every day presents a chance to learn and grow. Project confidence, even when unsure, and trust your ability to navigate challenges with determination and perseverance.

What is a fun fact about you? I have a passion for architecture and enjoy creating 3D renders and models of innovative buildings and unique spatial environments.

LEANNE CLAERBOUT Director of Sales General Mills Canada

How did you get your start in the CPG business? I got my start in the CPG industry right out of university. I was recruited from Wilfrid Laurier University through an on-campus posting for General Mills and began my career as a sales representative in southwestern Ontario. The rest is history!

What’s your superpower? My superpower is a strong sense of integrity paired with a genuine passion for developing and supporting my team. Helping others grow and advance in their careers— and seeing them succeed—is both inspiring and deeply rewarding.

Proudest career moment? One of my proudest moments was being promoted to director of sales—a role I intentionally put on hold while my children were younger. When the time was right, I updated my development plan and actively pursued the next step in my career. I want others to know it’s possible to prioritize both family and professional growth; you don’t have to sacrifice one for the other. Throughout my journey, I also embraced opportunities to broaden my experience, recognizing that growth doesn’t always mean moving up—it can mean moving across, too.

What is a fun fact about you?

I spent more than 15 years as a volunteer with Guelph Ringette, coaching or assistant coaching my two daughters’ teams from the time they were five until they turned 19. As an assistant coach, I had the privilege of representing Ontario at the Canadian Ringette Nationals twice and attended three more National Championships as a supportive and enthusiastic parent.

CHRISTINA D’ANGELO Category Business Manager Mars Food & Nutrition

How did you get your start in the CPG business? I began my career in the energy sector at OPG [Ontario Power Generation], working with the project management/ communications team. After a few years, I decided to make the shift to CPG as it was closer to my specialty and is an industry I am passionate about. I was hired by P&G as a marketing specialist and from there have been lucky to work with some of the top CPG companies in Canada, including Kraft, and now Mars for 10 years across a variety of roles (marketing/brand, sales, strategy, digital).

Proudest career achievement, so far? At the beginning of my career, my goal was to follow the typical CPG marketing path. However, I’ve been lucky to have a diverse journey that I believe has only strengthened my skillset and my personal brand. By focusing career moves on the learning experience, not the title, I have found myself in roles that were completely outside of my comfort zone but truly challenged me. Ultimately, this has made me a stronger and more well-rounded individual both personally and professionally.

What is a fun fact about you?

Halfway through my career, I decided to go back to school and get my teaching degree. Although my intent was always to come back to CPG, I wanted to learn something new that I believed would strengthen my skillset in a different way. Getting my teaching degree has allowed me to become a better manager, coach, presenter and engager/influencer.

Integrated Media & eCommerce Lead

Congrats to Krizia Znidarcic

For your passion, curiosity & leadership in the Connected Commerce space for the betterment of Clorox and the industry.

Krizia’s impact has been nothing short of transformative. From operationalizing data-driven frameworks that fuel market share growth to fostering a culture of curiosity and collaboration, she has redefined what it means to lead in a connected commerce environment. Her ability to blend strategic foresight with executional excellence has not only delivered outstanding results but also positioned Clorox as a digital leader in the grocery space.

Her innovative leadership and unwavering commitment to excellence has not only driven growth, but paved the way for all members of the broader organization to understand their roles in a connected commerce environment. We are proud to celebrate Krizia’s achievements and the lasting mark she continues to make on our business and the industry.

SHINING LEVEL STARS

KARRIE FOX

Food Operations Manager

Calgary Co-op

Proudest career accomplishment?

I recently led the successful launch of an app designed for both members and staff, achieving a 97% staff adoption rate and onboarding nearly 175,000 users. I oversaw a cross-functional team at all levels of the organization— collaborating to develop and implement training materials, standard operating procedures and store-level execution strategies across all lines of business. Key to our success was a strong focus on team engagement and generating excitement around the app for both staff and members. As a result of our efforts, our strategies and learnings have now been adopted by one of our subsidiary companies. This initiative challenged me to expand my skillset, refine my leadership capabilities and manage change at a large scale—skills I look forward to building on in future projects.

How would you describe your leadership style? I’m an enthusiastic go-getter; relentless when it comes to getting things done. I’m constantly focused on the team— how we grow, develop and rise together. I believe learning is a twoway street; we all have something to teach and something to learn.

Anything else you’d like to share?

I’ve come to realize that some of the most meaningful accomplishments don’t come with awards or recognition. They happen in the quiet, unexpected moments—when someone reaches out to say you changed their life, improved their work or simply listened when they needed it most. So much of what we do in this role isn’t about money or titles—it’s about impact. And often those intangible contributions are the most valuable of all.

AMANDA GALANTE

Senior Category Director, Centre of Store – Super Market Division Loblaw

What keeps you motivated at work? I’m energized by the dynamic, fast-paced and competitive nature of retail in Canada. My team plays a vital role in feeding Canadians from coast to coast by delivering value, offering the best products and creating unique programs for our stores. Every day brings new challenges and opportunities to solve problems, which keeps the work exciting and rewarding. What motivates me most is balancing these daily challenges with a strong future vision—ensuring we continue to deliver on our mission of “Helping Canadians Live Life Well.” Knowing our work directly impacts so many lives inspires me to give my best every day.

What habits or mindsets have helped you stay resilient? First and foremost, prioritizing my health and wellness—especially rest and exercise—has been key. I approach these aspects of my life with the same level of commitment as I do my work. Earlier in my career, I wasn’t as disciplined about this, but I’ve since learned that maintaining physical and mental well-being is critical to performing at your best, both professionally and personally.

What is the best career advice you have received? To stop doubting your abilities and to stop being so hard on yourself. I think many women, especially as they advance in their careers, struggle with imposter syndrome or hold themselves to impossibly high standards. This advice helped me realize that self-doubt can hold you back from reaching your full potential—and confidence often comes from taking action, not waiting until you feel “ready.”

LISA GILBERT Senior Director – Strategy and Operations UNFI Canada

What do you like most about your job? I enjoy the fast-paced environment, the continuous evolution of our market and the drive for measurable results. Guiding a team toward success while fostering a culture of trust, accountability and continuous improvement is both a challenge and a privilege.

What have you learned about effective leadership? It’s less about having all the answers and more about creating the conditions for others to succeed. It means setting a clear vision, listening actively and adapting quickly.

What is a career challenge you’ve faced? The constant challenge is being comfortable in leading through ambiguity and finding a way to evolve. I started my career as a teacher and had to quickly adapt my approach/plan based on my audience. Similarly in this industry, we are faced with both market volatility and changing organizational structures. Being open to this has not only built trust and resilience across the team, but has also enabled us to stay aligned and perform consistently despite uncertainty no matter the role.

What are you passionate about outside of work?

My No. 1 priority is family and friends, whether that involves spending time on the slopes, watching a tennis match, travelling the world, sharing a good meal or having my nephew school me in his Rubik’s Cube skills. [To quote Dr. Seuss,] “Sometimes you will never know the value of a moment until it is a memory”–do not waste a moment!

MARIE-EVE GIRARD

Senior Director, Commercial Strategy and Channel Development

Danone Canada

How did you get your start in the CPG business? Before working at Danone, I occupied product management roles in the food supplement industry and then started my career with Danone in 2010 as an assistant brand manager. Joining Danone was a dream I had since university because I believed in the growth potential of the yogurt category at that time. Over the past 15 years, I have had the opportunity to work in various roles within the company, continuously learning and growing through cross-functional moves. The fast-paced nature of the CPG industry aligns perfectly with my energy, making it an ideal fit for me. I am passionate about the industry and take great pride in being part of a people-oriented organization like Danone.

What is your superpower? My ability to rally people behind a common goal and break barriers to achieve what seems impossible. I thrive on putting people together and leading diverse teams to success. I am known for my enthusiasm and positive energy in everything I do, and this has allowed me to contribute significantly to long-term strategic visions while making an impact on short-term business results.

What is a fun fact about you?

I was born and raised in Lac-SaintJean, a charming French-speaking region located about five hours’ drive from Montreal. My name, Marie-Eve, can be a bit challenging to pronounce in English so, over time, I became known at work by my initials (MEG).

RAISING THE BAR

Celebrating Lisa Gilbert, a 2025 Star Women in Grocery Honouree. A true leader in people, performance, and purpose.

“At UNFI, it’s not just about individual success — it’s about how we lift each other up to shape a stronger future together.”

Lisa Gilbert Senior Director, UNFI Canada

With over 20 years in the grocery industry, Lisa leads with vision and heart — empowering teams, inspiring innovation, and driving sales across Canada’s evolving food landscape. We are proud to honour Lisa and all of this year’s exceptional Star Women winners.

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

UNFI Canada is the country’s leading distributor of natural and organic products, supporting thousands of retailers and brands coast to coast.

SHINING LEVEL STARS

NADIA HARASYM Business Manager, GroceryCentre Store Giant Tiger

What do you like most about your job? The people. The passion at Giant Tiger is contagious! I get a lot of energy from working crossfunctionally with colleagues who are all focused on the same goal: delivering the lowest price to our customers as part of our dedication to being Canada’s place to save more.

What keeps you motivated at work? It’s incredibly rewarding to be part of a business where every decision, big or small, has a direct impact on making quality products more affordable and accessible to our customers. That sense of purpose, combined with the collaboration across departments, keeps the work dynamic and meaningful.

What habits or mindsets have helped you stay resilient?

Maintaining a positive mindset and being able to adapt have helped me stay resilient. Taking time each day to appreciate small wins makes a big difference.

What career advice would you give your younger self? Be comfortable with being uncomfortable. Stepping out of your comfort zone only makes you stronger.

What is a fun fact about you? I love to travel and always prepare a Google Maps “list” for every city I travel to–the more restaurant pins, the better! You’d be surprised at how many foodie spots I can cover in a day. I also try to attend some sort of sporting event in every city I am visiting. A Korean baseball game just outside of Seoul would have to be one of my highlights.

CALEY HOUTOP Director, Merchandising Services

The North West Company

How did you get your start in grocery? My interest in the grocery industry started at an early age, helping my grandma with her weekly shopping. My professional journey began shortly after earning my bachelor of commerce degree, when I joined North West in a support role on the space planning team. That experience gave me a strong foundation and soon led to a move into category management, where I’ve since continued to grow and learn.

Proudest career accomplishment?

I’ve been fortunate to be able to contribute to several technology initiatives that improve how we operate. Seeing a project go from concept to something that is actively being used in our stores is really rewarding.

Can you share a career challenge and how your addressed it?

In this industry, change is a constant and challenges come fast. I approach each challenge as an opportunity to learn, improve and keep my team moving forward.

What keeps you inspired and motivated in your work? I truly love what I do. I work with an amazing group of people who are proud to serve a diverse network of stores. The work is meaningful and every day brings a new challenge or opportunity to learn.

How do you like to spend your time outside of work? As a mom of two busy boys, you can often find me in a hockey rink, a soccer field or a school gym. I also enjoy spending time at the lake soaking up Manitoba’s amazing summers.

LISA HUGHES

Senior Category Manager

Walmart Canada

Proudest career accomplishment?

My proudest moments have been collaborative accomplishments with my entire support team. There is nothing better than completing a project with a group of people who share the same goal. Individual success is made possible by the strength of the team, allowing us to reach the finish line together. I thrive in an environment with peers who share the same energy and sense of accomplishment.

Best career advice you’ve received? Be a good human. We can achieve our goals while being compassionate and transparent. My best successes have come from being strong and confident in my position, while influencing others around me to make daily progress.

What excites you most about the grocery industry? Product is everything! I began my career as a cake decorator and loved having something creative to show at the end of the day. I genuinely get excited about discovering new products that I can present to customers. I enjoy brainstorming and thinking outside the box. I feel fortunate to influence products that customers will choose for their families or events.

How do you like to spend your time outside of work? I am fortunate to spend most of my time outside of work with my two boys (ages 10 and seven), who are both competitive athletes. Our time is devoted to training and attending games, and I wouldn’t change it for anything. Being their mom is the most challenging, but rewarding role I have ever had, and I am incredibly proud of them.

SASHA JAIME Senior Manager, Loyalty Insights and Analytics Loblaw

How did you get your start in grocery? My first job was at my local Loblaws store when I was 16. Throughout high school and university, I worked in stores on and off. I never imagined it being where I’d set down roots. Shortly after graduating, I landed a contract opportunity at the Loblaw head office. About a year and a half later, I moved into a full-time role. Since then, I’ve been lucky to work in different areas of the business, including central store operations and loyalty.

What do you like most about your current role? I get to work with a group of smart and talented colleagues to bring everyday value to customers through our loyalty program, PC Optimum. My team and our stakeholders challenge me (in a good way) to think bigger, do better and keep the customer experience at the heart of everything we do.

What excites you about the grocery business? I’ve been passionate about food and people for as long as I can remember. I love the way food brings people together and so many of my favourite memories involve a meal with people I care about. It’s a privilege being part of an organization that directly impacts the lives of Canadians every single day through groceries. More recently, I’ve been excited about the rapid growth of multicultural merchandising we’re seeing in the industry, as well as the constant innovation in our stores. I’m most energized by a fast-paced and ever-evolving environment—it’s where I do my best work.

SHINING LEVEL STARS

JENN KELLY Senior Technical Project Manager Loblaw

What is a career challenge you’ve faced and how did you overcome it? The biggest career challenge I’ve faced has been overcoming my own self-limiting beliefs. Upon missing out on opportunities, I’ve realized that I’ve created a “glass ceiling” for myself. To overcome this, I’ve been working with a mentor who challenges my limiting beliefs and has increased my self-confidence. I’m still growing, but I’ve already observed a significant positive change in my self-confidence and readiness to accept new challenges.

Best career advice you’ve received? One of the most impactful pieces of career advice I’ve received is just because someone is quiet does not mean they don’t care or have valuable feedback. I make a point of providing my quieter colleagues with opportunities to speak up and I ask louder voices to be mindful of dominating the conversation. Ultimately, my goal is to empower everyone on the team to share their ideas and contribute their unique perspectives.

How do you like to spend your time outside of work?

Travel is definitely a passion of mine! I recently had a deeply meaningful trip to Northern Ireland with my husband. It was an emotional experience to walk in my grandmother’s footsteps and connect with her history in such a tangible way. When I’m not travelling, I love to hike—being outdoors is incredibly restorative— and I’m always up for a good board game. It’s a great way to unwind and challenge myself in a different way.

AMANDA LABUCKAS

National Director, Fresh Category Management and Merchandising, FreshCo Sobeys Inc.

How did you get your start in the grocery business? My grocery journey began as a part-time cashier at Commisso’s Food Markets in high school. I never could have imagined that job would spark a 25-year (and counting) career in an industry I’ve come to love. What started as a way to earn extra money quickly became a passion—I was fascinated by how the decisions made behind the scenes shaped what landed on shelves and how customers shopped.

Best career advice you’ve received? One of the best pieces of advice I’ve received is: ”Lean into the hard things—even when you don’t feel ready.” Growth rarely happens in your comfort zone, and some of the most defining moments in my career came from stepping into uncertainty—whether it was moving into the front-end specialist role early on, taking on produce with no prior experience, or transitioning from a district operator to the merchandising side of the business. In each case, I was supported by incredible mentors and leaders who saw potential in me before I fully saw it in myself.

What is a fun fact about you? I may spend all my time in merchandising now, but I spent most of my childhood on the ice—I played rep hockey for seven years, starting when I was just nine. It taught me the value of grit, teamwork and pushing through challenges—skills I’ve carried with me ever since.

FRANCE LACASSE

Senior Director, Research and Development Burnbrae Farms

How did you get your start in the CPG business? After graduating with my food science degree, I started my career developing products for the foodservice industry and, over the years, moved back and forth between foodservice and retail product development. I have since worked on a wide range of new products in different categories for both the foodservice industry and retail grocery shelves. It is fun to see how these two segments can be similar from a product development perspective, yet very different at the same time. I am fortunate to work for a company that has a presence in both areas.

What is your superpower? Many of my friends say my superpower is my energy level. I can never stop. I like to be busy and active, and I always have many projects on the go.

Proudest career moment? Oh, there are so many I could list … but what makes me really proud is when I hear people talking about how much they enjoy a specific food product and I know I was part of the team developing it and bringing it to market.

What are you passionate about outside of work? I love spending time with my family and my close friends. I like to cook, bake and entertain. Our place is often the gathering place. I enjoy long, fastpaced early morning walks with girlfriends and cycling and skiing with my family.

AMÉLIE LAVOIE Senior Director, Human Resources

Keurig Dr Pepper Canada

How did you get your start in the grocery/CPG business? My journey in the grocery and CPG industry actually began when I was 16 years old, working as a cashier at Provigo. At the time, I never imagined this would evolve into a career in the CPG sector. Growing up, my uncles owned grocery stores, so these early experiences probably developed my appreciation for the resourcefulness, hard work, community-mindedness and dedication that characterizes the talents in this industry. However, it wasn’t until I joined Keurig Dr Pepper (KDP) Canada in 2018 that I truly began my professional journey in the CPG world.

Your best day on the job? Without a doubt, my best day on the job was the opening day of our new corporate headquarters in Montreal’s Mile-Ex neighbourhood. The energy in the room was absolutely electric, there were smiles, wonder and a sense of pride that was truly unforgettable. Watching our team come together to celebrate the culmination of such a monumental project was incredibly rewarding.

What is a fun fact about you? A fun fact about me is that I once had the opportunity to serve as the general manager for a Cirque du Soleil show, which took me to various countries. I stepped outside of my usual HR role to oversee everything from operations to [bringing the] show to life on tour [and] ensuring seamless operations at every performance, from the first curtain rise to moving the show to a different city.

PROUDLY CONGRATULATES

CHRISTINA D'ANGELO

Category Business Manager, eCommerce & Tasty Bite

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

Sales Customer Director

Congratulations to Christina, Samantha, and to all winners of the Star Women in Grocery Award!

SAMANTHA BHULLAR

SHINING LEVEL STARS

ELIZABETH MACKAY Director, Customer Development

Maple Leaf Foods

Most valuable career advice you’ve received? One piece of advice that really stuck with me came from my husband: “Just because someone is more senior than you doesn’t make them smarter.” It’s something I’ve reflected on often, and it’s motivated me to speak up more confidently and assert my opinion, no matter who’s in the room. Letting go of that limiting belief unlocked a new level of confidence in myself and my abilities. But, please don’t tell him I listened to his advice!

Why is mentorship important to you and how do you support others in their careers? Mentorship has played a huge role in my own career growth. Over the years, I’ve been lucky to have people at all levels generously share their time, advice and experiences when I needed guidance. Because of that, I always make it a priority to offer the same support to anyone seeking career advice. I’ve also learned the power of a strong peer network. Whenever someone is newly promoted or stepping into a bigger role, I make a point of reaching out to offer support and let them know I’m here—without judgment— whenever they need a sounding board or a listening ear.

How do you like to spend time outside of work? With two children under six, most of our “free” time is happily spent between our cottage, birthday parties and plenty of art projects. When I carve out time for myself, I’m developing my skills on the golf course, the tennis court, the slopes or listening to a podcast.

SHAWNA MCCLURE Director, Supply Chain Transformation

Pattison Food Group

How did you get your start in the grocery business? While conducting research years ago, I was fortunate to come across an opportunity to join what was then the Overwaitea Food Group, now Pattison Food Group, as a member of its transportation team. At the time, I wasn’t looking for a career change, but the prospect of working for a well-established and respected Canadian company with strong roots was tempting, so I took a closer look. After taking the leap, it only took a few days on the job to know it was a great fit.

What is the best career advice you’ve received? Some of the best career advice I’ve been given is to be open and adapt to change, challenge what you’re afraid of and know when to take chances. Listen to your instincts, be kind to yourself and have people in your network who inspire you.

What is your leadership style?

My leadership style is best characterized as collaborative and tenacious. My goal is to motivate teams to work together and succeed through positivity, perseverance and partnership while focused on solutions and the end goals. I have great respect for the impact that leaders have on individuals and I strive to lead by example, empower those around me, be transparent with information and always support where I can.

How do you like to spend time outside of work? Spending time with my family and friends is my top priority outside of work.

LINDSEY MCDONALD Brand Manager

The J.M. Smucker Co.

You started as an intern at Smucker. How did you make the most of the opportunity? I immersed myself in the company’s culture. I actively participated in the council of fun and other committees. I worked on impactful projects that added value to the company. Through my internship, I developed strong relationships—I was eager to learn and very curious about the business. This experience provided me with a deep understanding of the CPG industry and Smucker’s unique culture. After graduation, I was fortunate to secure a full-time position.

Tell us a bit about your mentoring work. I am an active member of GROW (Growth Resources & Opportunities for Women), which aims to empower women at Smucker. Through this organization, I play a key role in mentoring and enabling women to gain confidence in their abilities, helping them advance within the organization and reach their full potential … Mentoring is incredibly rewarding and important to me as it played a pivotal role in my career when I was an intern.

What do you like to do when you’re not working? You can find me spending quality time with my family, whether we’re at the arena, on the golf course or at the cottage. Family is my top priority and I value every moment with them. I grew up playing competitive hockey and played varsity at university. I still play hockey, but have shifted my focus to coaching a local girls’ under-9 rep team, where I share my passion for the sport and help develop their skills both on the ice and in life.

JEN O’BRIEN Senior Manager, Digital Marketing, Website, Content & CRM

Lindt & Sprüngli Canada

How did you get your start in the business? My start in CPG happened by chance. I was headhunted while working in digital marketing at a luxury fashion brand. When I heard about the open role at Lindt, I was intrigued. I saw some similarities in terms of what I was already doing, working for a premium global brand, but also a lot of opportunity to grow in a role where I could help shape the future of digital commerce at Lindt Canada.

What is your best quality? My curiosity. My parents always told me one of the first things I ever said as a child was “what’s that?” I’m always questioning, always wondering—usually out loud—if there is a different way something could be done to drive impact, excite consumers or increase efficiency. Curiosity is essential when you work in the digital space since things change virtually every day, and you need to be okay with that.

Why is mentorship important to you, and how do you support others in their careers? Mentorship is extremely important to me because I know the impact it can have. My entire career path has been shaped by mentors past and present. I’ve been extremely lucky to connect with some brilliant women in leadership who have helped me realize and unlock my potential. I try my best to pay that forward, participating in panel discussions and making time for important conversations with my team members and my current mentee.

SHINING LEVEL STARS

MARIE-HÉLÈNE OUELLET

Associate Director, Sales WK Kellogg Canada Corp.

How did you get your start in the CPG business? After university, I began my career as an office manager at a foodservice company in Montreal. I was always intrigued by the sales department and its dynamic, results-driven and energetic environment. A few years later, an opportunity presented itself that felt like the perfect fit. That’s when my journey in the CPG industry began, as a sales representative at Kellogg Canada— and nearly 20 years later, I’ve never looked back.

What’s your superpower? [Being] empowered by my “can-do” philosophy. I start every day with a positive mindset—that’s how I choose to show up at work. I believe optimism makes challenges feel more manageable and opens the door to creative solutions. My team often tells me my positive energy is contagious and motivating, which is one of the best compliments I could ever receive. I treat my colleagues with the same care and respect I offer to friends and family: by listening to them, supporting them and always being present.

What do you like to do when you’re not working? Outside of work, my greatest joy comes from spending quality time with my husband and our three children. I deeply value work-life balance and I prioritize creating meaningful moments with the people I love. Whenever I can, I like to recharge in nature—whether hiking, running, skiing or alpine touring. I’m also passionate about travelling, meeting new people and immersing myself in different cultures.

ROSE POSTIGLIONE

Director, Customer Service Lactalis Canada

What’s your superpower?

Resilience. In supply chain, no two days are the same. It allows me to pivot through change and uncertainty, bounce back from setbacks with agility and renewed perspective. It has fostered my ability to lead with emotional intelligence.

Best advice you’ve received? It’s hard to narrow it down to one as there are several that I’ve carried with me. 1. “You don’t have to be a leader to lead”—early in my career this mindset underscored the importance of relationships and collaboration built on trust and integrity. 2. “Be cautiously optimistic”—mastering the balance between celebrating milestones and expecting the unexpected is key. 3. “Get comfortable with being uncomfortable”—some of my greatest learnings and opportunities have come from embracing unfamiliar experiences with curiosity and enthusiasm.

What is a career challenge you’ve faced? Navigating the pandemic. It was both challenging and rewarding. In unprecedented times, we reinvented our strategies to meet dynamic customer needs in response to shifting consumer trends, within the constraints of a disrupted supply chain. This required us to fundamentally change how we worked and collaborated with colleagues, stakeholders and customers. The camaraderie and unwavering support demonstrated by my team and others was profound, deepening my growth as an empathic leader.

TRACEY PRITCHARD Director, Private Brands Pattison Food Group

What keeps you passionate about your work? The excitement of innovation, driving positive change and inspiring a team.

What is a career challenge you’ve faced and how did you overcome it? As a new manager back in 2015, I faced imposter syndrome, feeling like I wasn’t qualified for the role. I focused on continuous learning, seeking feedback from colleagues and mentors, and finding a trusted network where I could be vulnerable. It didn’t happen overnight, but gradually I built confidence in my abilities and embraced my role as a leader.

Best career advice you’ve received? The best career advice I’ve received is: ”Don’t let anyone tell you you can’t; ask them how you can. Turn obstacles into opportunities for growth and learning.”

What has been a career highlight, so far? A career highlight for me was receiving a 2024 Leadership Excellence Award during the 2025 Pattison Food Group Leadership Summit. It was incredibly humbling, especially considering the amazing leaders I work alongside every day. This recognition reinforced my commitment to continuous improvement and supporting my team.

How do you like to spend your time outside of work? I love to travel, camp and, most importantly, spend time with family—my husband Shawn and daughters, Morgan and Jordyn.

JODY RUGGIERO Director, Retail Sales Sofina Foods

How did you get your start in the CPG business? I previously worked in sales for a retail supplier of textiles and home goods. A colleague referred me to an opportunity at Sofina Foods. It was in a newly developed grocery foodservice managerial role, specializing in imported Italian coffee and water. While it took me a bit to fully understand the world of foodservice, I welcomed the learnings and there were many transferable skills that helped me with the transition.

What is your proudest career moment? Being promoted from a managerial role to director [in 2020]—a transition that reflected both my consistent performance and the trust I had built across the organization. It was a natural progression that came from years of leading cross-functional teams, driving meaningful results and demonstrating a strategic mindset. Stepping into the director role felt like a culmination of the groundwork I had laid, and a vote of confidence in my ability to lead at a broader level.

What else would you like to share? I’m proud to be part of a company that partners with impactful organizations like the Make-A-Wish Foundation, where we help bring meaningful support to children and families facing critical challenges. Contributing to initiatives that create hope and joy aligns deeply with my personal passion for giving back to the community and making a positive difference beyond the workplace.

Congratulations

We are proud to celebrate Tracey Pritchard and Shawna McClure for their in uence, innovation and outstanding leadership at Pattison Food Group and in the grocery industry. Congratulations to all of the 2025 Star Women in Grocery Award winners.

100% Canadian owned

Shawna McClure Director, Supply Chain Transformation

Tracey Pritchard Director, Private Brands

France Lacasse

SENIOR DIRECTOR, RESEARCH AND DEVELOPMENT

The J.M Smucker Co. is proud to celebrate Lindsey McDonald as a 2025 Star Women in Grocery Winner

Lindsey Mcdonald is truly a Shining Star within The J.M. Smucker Co. She demonstrates our Basic Beliefs and lives our values every day in her actions. Lindsey’s competitive spirit and her collaborative approach has been pivotal to her success.

Having spent most of her career in Sales, Lindsey has been successful at building trusting and strategic customer relationships that drive growth. Her deep commitment to mentorship of young professionals, community involvement and fostering the next generation of leaders in CPG is making a difference.

We are proud to recognize Lindsey as one of this years Star Women in Grocery Award recipients.

Hali Burness

Thank you for driving growth, culture, and performance —transforming Conagra Brands Canada and championing people, community, and our business. Sr. Director of Finance

SHINING LEVEL STARS

ALLY SANDERS-WITTER

Senior Category Manager (Category Management Team Lead) McCormick

What is your best quality or superpower? My superpower is translating data into insights— taking something complicated and distilling it into a simple “so what” that is understandable to the audience, whether they are comfortable with data or not.

Most valuable career advice you’ve received? “If you’re the smartest person in the room, you’re in the wrong room.” It is so important to be surrounded by people who both support and challenge you to continue to grow professionally and personally. I am a forever student at heart and greatly appreciate the opportunity to continuously learn at work—both from the projects I work on and the people around me. This guidance has encouraged me to seek new challenges and build new skills even when that requires me to step outside of my comfort zone. I also keep this philosophy in mind when hiring—building a team full of smart individuals with diverse backgrounds and experience enables us to continue to learn from one another which, ultimately, strengthens our results.

How do you like to spend your time outside of work? I love to be surrounded by family, friends and great food. On the weekends, I can generally be found exploring the independent coffee shops in my neighbourhood with my husband and three-year-old daughter. With the promise of coffee for the adults and banana bread for the little one, it is our mutual happy place.

NEDA SHAFIEE

Specialty Team Leader Whole Foods Market

What do you like most about your current role? What I love most about being a specialty team leader is the unique combination of working with amazing products and even more amazing people. My journey at Whole Foods Market introduced me to the world of artisan cheese, which quickly became a true passion of mine. Every day, I get to dive deeper into this world, share my discoveries with customers and help them explore new flavours. Just as rewarding is the opportunity to lead a dedicated team. Helping them grow and celebrating their wins makes the work even more meaningful.

Best career advice you’ve received? “Lead by example and be your own competition.” It sounds simple, but showing up with integrity, dedication and humility has opened more doors for me and helped build stronger relationships than anything else. Being your own competition means focusing on continuous self-improvement and striving to grow a little every day, without comparing yourself to others.

How do you like to spend your time outside of work? I feel lucky to live in a multicultural city like Toronto, where there’s always something new to explore … Spending time with my family is also a priority, especially listening to my daughter’s thoughtful ideas about how to make the world a better place! And whenever I can, I escape into nature. It’s where I recharge and feel most grounded.

BEATA STOLARSKI Senior Director of Sales A. Lassonde

How did you start in the CPG business? I started my career in the toy industry, but after a few years, I found myself looking for a new challenge. That’s when I decided to explore the grocery industry—and I feel incredibly fortunate this path led me to Lassonde. From the very beginning, I knew this was the right fit for me. It’s a dynamic, fast-paced industry that’s always evolving, and what I love most is that it’s truly a people business. I’ve now been with Lassonde for more than 20 years, and I’ve never looked back.

Biggest challenge faced in your career? As someone who holds themselves to a high standard, one of my biggest challenges has been learning to balance striving for excellence with knowing that perfection isn’t always possible—or necessary. Over the years, I’ve learned that real growth happens when you step into new situations, stay open to learning and allow room for progress over perfection. That approach has made me a stronger, more adaptable leader.

What do you like to do outside of work? I love spending time with my family, especially outdoors. Even though my kids are now grown, we still make time for ski trips, camping, good meals and great conversations. I also cherish the time I spend with my girlfriends—those friendships mean a lot to me and are a great source of laughter, support and connection.

TARRA SUPPA Senior Manager, Supply Chain Systems Loblaw

How did you get your start in the grocery business? I started at Loblaw seven years ago as a new grad, excited to launch my career in the corporate world. After graduating from Wilfrid Laurier University, I knew I wanted to combine my passion for food and technology—and grocery retail felt like the perfect place to do just that.

What is a career challenge you’ve faced and how did you overcome it? The biggest challenge I have had to deal with is imposter syndrome— constantly questioning whether I truly belong in the room, especially as a woman in technology in a primarily male-dominated industry. Despite my accomplishments and skills, I found myself secondguessing my ideas, staying quiet or downplaying my contributions. I have been fortunate enough to have mentors and peers—especially other women in technology—who have reminded me that my experiences and perspective are valuable. I also make a point of celebrating small wins and taking a moment to acknowledge the impact of my work. Over time, I built my confidence by leaning into opportunities such as leading projects, speaking up and mentoring others.

What has been your best day on the job? It must be the day I found out I won this award! It was a reminder of why I enjoy what I do and who I work with— collaborating with great people, solving meaningful problems and celebrating wins together.

Congratulations Melissa! Congratulations Melissa!

The Piller’s team is very proud to recognize Melissa Chatten for her leadership, dedication, and exceptional contributions to Piller’s and the grocery industry.

Piller’s Fine Foods would also like to congratulate all the winners of the 2025 Star Women in Grocery.

Melissa Chatten Director of Retail Sales Piller’s Fine Foods

SHINING LEVEL STARS

CYDNEY TAYLOR

Senior Brand Growth Leader, Self Care & Essential Health

Kenvue Canada

Best advice you’ve received?

A past leader and mentor encouraged me to treat my career and personal/team development like a rubber band. Aim to maintain a healthy tension, that’s when you know you’re learning and growing. Moments of comfort and having some slack are important to recover and recharge and avoid having so much tension that you may break. That concept really resonated with me and is one I pass on to my teams today.

What is your superpower? I’d have to say relentlessness. An unwavering drive to pursue goals and persistence to find a way. My mom instilled in me early on the importance of effort—whether it was sports or academics, she would always tell me whatever the outcome, make sure you know you gave your best effort, that’s what’s in your control. I smile now when I’m reciting these words to my two boys.

What do you like most about your job? The people. The opportunity to coach and support the growth and development of others. And learning from so many brilliant partners and peers that challenge me daily.

What is a fun fact about you?

I grew up on a large equestrian centre, caring for 40-plus horses. I owe much of my work ethic and drive to this upbringing. Oh, and I can form a cloverleaf with my tongue. Apparently, it’s rare!

ROBIN TAYLOR

Senior Director – Personal Care and Beauty and Wellbeing, and Head of Sales – Personal Care

Unilever Canada

What is your proudest career moment? It might seem a bit unconventional, but between having my second and third child, I decided to take a pause in my career and spend two-and-a-half years at home with my young kids. Making this decision wasn’t easy, but it was the best choice for me at the time. I’m proud that I made the right career decision that fit my life, and I had wonderful mentors and colleagues at Unilever who supported my decision and welcomed me back when I was ready to refocus on my career. This experience has made me a stronger leader today and I believe I’m better for it. I’m a more empathic leader and encourage others to tune out the noise of what everyone else is doing and focus on what’s right for them and their values, which isn’t always easy to do.

What have you learned about effective leadership? Authenticity is key. Being genuine and willing to show your own weaknesses helps build trust with those around you. Trust, both in and with leadership, is crucial for any high-functioning team.

Best career advice you’ve been given? “Your career is a marathon, not a sprint.” It’s important to stay focused on your own development and career advancements, avoiding comparisons with colleagues.

GRACE THAM Controller Stong’s Market

What keeps you passionate about your work? What initially drew me to the grocery industry was the opportunity to learn and discover something new. It also combines my love for food and shopping. I get excited to try new foods and ingredients and I think that passion resonates with our customers. What I enjoy about the work itself is that the business is dynamic. One day we could be opening a flower shop, another expanding into ice cream and the next looking at the volatility of prices in the industry. I thrive on adapting to these shifts and, from a finance perspective, I love being able to tie the story of what is happening in the business to those numbers.

Best day on the job? I recently gave a presentation where I explained the concept of grocery store math. It was a turning point for me as it helped clarify to others what our numbers truly represent in a way they could understand. It was the first time I felt I was able to make others understand their significance. Knowing they really enjoyed it was satisfying and really motivates me to build on that.

How do you like to spend your time outside of work? My weekends are spent with my family and friends. I have two kids, ages two and six, and my husband and I constantly try to provide them with new experiences. Whether it’s a trip to a new place, meeting new people, planting a vegetable garden or making experimental potions, I really enjoy experiencing life through their eyes.

SHELLY WATSON

Omni Merchant, Deli/HMR

Walmart Canada

What do you like most about your job? Food product creation feeds my creative side. What I enjoy most is designing and developing products with our cross-functional teams and seeing those products ultimately arrive in-store. Every launch feels like adding a new member to my “product family.” I affectionately call them my “product babies,” and I have more of those than actual children!

What keeps you motivated at work? My two daughters, Mayah (nine) and Nayomi (six), are my biggest source of motivation. I remind them daily that they can achieve anything they set their minds to, and I work hard to lead by example. Building a legacy they can be proud of fuels my drive. Additionally, I find immense inspiration from my team. Collaborating with passionate individuals in a productive environment is not only motivating, but incredibly empowering.

What is a fun fact about you? I’m a published poet and spoken word performer. I’ve been writing poems since I was a teenager, participated in several open mic events and won a few competitions. After compiling many notebooks, I self-published my first book of poems, which includes pieces that are point-of-views from meaningful conversations I’ve had. I had the honour of performing as a spoken word artist at Afrofest Toronto, the largest free African Music Festival in North America. This experience was one of the scariest, but most rewarding things I’ve ever done.

CANADIAN GROCER

Shining Star

Director, Customer Supply Chain

Angie Arvanitis

Director, Sales

Leanne Claerbout on your 2025 Star Women Award

WE ARE SO PROUD OF YOU FOR THIS AMAZING ACHIEVEMENT AND WISH YOU CONTINUED SUCCESS!

Congratulations to Neda

Shafiee

Specialty Team Leader, Yorkville

For her dedication and leadership to our Team Members and commitment to excellence in the grocery industry.

Whole Foods Market Canada would like to congratulate Neda and all the winners of the 2025 Star Women in Grocery Awards!

Marie-Helene Ouellet Associate Director, Sales

SHINING LEVEL STARS STORE-LEVEL STARS

PAMELA WONG

Group Director of Operations, Hard Discount, No Frills (Ontario GTA & Atlantic)

Loblaw

How did you get your start in grocery? I got my start in the grocery business 29 years ago as a deli clerk—slicing meats, preparing food and serving customers with a smile. That role taught me the importance of teamwork, attention to detail and delivering excellent customer service—values that have stayed with me throughout my career. I quickly fell in love with the fast-paced environment and the sense of accomplishment that came from helping customers every day. Since then, I’ve embraced every opportunity to learn, take on new challenges and grow within the company, eventually working my way into leadership roles. It’s been an incredible journey built on hard work, curiosity and a passion for retail.

What has been a career highlight, so far? One of the biggest highlights of my career so far has been stepping into my current role as the group director of operations, where I have the privilege of overseeing more than 120 stores across the Ontario GTA and Atlantic regions.

What is your leadership style? I lead with transparency and a strong focus on team development. I believe in empowering others, setting clear expectations and celebrating progress.

What is a fun fact about you? I’m notoriously directionally challenged, which is pretty ironic given my role as an operator, where I spend most of my time driving from store to store. If GPS ever stops working, I might be in trouble!

KRIZIA ZNIDARCIC

Integrated Media & eCommerce Business Lead

The Clorox Company of Canada

How did you get your start in the CPG business? My CPG career started at Maple Leaf Foods through their leadership trainee program after graduating from Schulich [School of Business]. Early rotations in supply chain and marketing—and later brand roles at Canada Bread—gave me a strong foundation in business management and consumer insights. I expanded my expertise at Church & Dwight, managing brands in women’s health and hair removal, and eventually led digital and e-commerce marketing nationally. That curiosity for the evolving consumer path to purchase inspired my move to Clorox, where I now lead connected commerce strategies and help shape integrated commercial growth in a fast-changing retail landscape.

What do you like most about your job? What I love most about my role is leading and growing high-performing teams while building strategies that drive meaningful business impact. There’s nothing more rewarding than seeing bold ideas come to life through collaboration—and knowing that together, we’re delivering real value to the consumer, retailers and our organization.

What are you passionate about outside of work? My greatest joy comes from time with my family— especially the many hours my husband and I spend at the hockey rink cheering on our two sons. It’s a big part of our lives and a source of connection and pride. I have a deep passion for books. I carve out time to read every day and make it a ritual to visit a bookstore or library in every city I travel to.

LANA BOYECHKO Store Owner FreshCo, Winnipeg Sobeys Inc.

How did you get your start in the grocery business? In 1995, the year I graduated from university, Safeway [where I had been working part-time] introduced a management training program called the Retail Development Program. I figured, why not apply! There was a huge response to the application process. I didn’t think I would have a chance. To my surprise, after a rigorous testing process and two panel interviews, I was selected. A month before my 21st birthday, I made the big move to Winnipeg—and the rest is history.

What are you most proud of in your career? When I started in the 1990s, there were not a lot of women in store management roles. The women who were, though, mentored me and helped shape me into the person and manager I am today. As I got older and more established in my career, I found myself being the mentor. I am proud to have played a small part in the success of several women who chose working at Safeway and now FreshCo as a full-time career.

Why is community giving important to you? I am a single mom of two young-adult daughters. When they were little, it was not easy to provide for them. Luckily my career progressed, allowing me to have some financial freedom as they got older. I realized early on I was only a circumstance away from needing to utilize a food bank or other community resources. I have never lost sight of that. Giving is something I do personally because I can. Now, as a FreshCo store owner, I can give back to the community we serve on a larger scale.

NIMFA DULAY

Store Manager Liberty Village, Toronto Longo’s

How did you get your start in the grocery business? I came to Longo’s after working as a store manager at Tim Hortons. I was ready for a new challenge— something with more variety, more opportunities for growth and a stronger focus on team development. The grocery industry checked all those boxes, and Longo’s felt like the right fit from day one— and true enough, it is!

Proudest career accomplishment? There have been a few, but one is to see my team grow. I share everything I’ve learned with them, and there’s nothing more fulfilling than seeing them succeed and do the same for others. I see those under my supervision as a reflection of my own work. They are my proudest achievements.

What advice would you give up-and-comers in the grocery industry? Lead through service. Don’t focus only on climbing the ladder—focus on lifting others as you go. Build trust, listen well and be willing to do the work no one sees. You don’t need a title to lead, just the mindset to support your team and your guests. Leaders are what move the needle.

Anything else you’d like to share? The grocery business isn’t just about selling food. It’s about building trust. When guests walk into Longo’s, they expect quality, service and a human connection. And every day, I feel lucky to be part of a team that makes that happen.

Congrats to all Star2025Women award winners from

STORE-LEVEL STARS

KAIRSTI FRASER Store Manager

Safeway,

Winnipeg

Sobeys Inc.

What keeps you inspired and motivated in your role? Engaging with my team and the community that we serve. The needs of our customers are ever changing. Getting to know our customers allows us to provide a superior shopping experience. I love mentoring others and helping them to progress their careers and achieve their goals.

Describe your leadership style. My leadership style has changed and evolved over time. Throughout my career, I have taken leadership qualities from different managers to develop my style. I started as more of a controller, but now my style is more of a “relator.” Most importantly, I have learned where I need to flex my leadership style to be more effective in different situations.

What is your best quality or superpower? I am a problem solver—it’s a huge part of my job. That can be anything from troubleshooting a new program or system to minor repairs to helping at other stores. No matter what the issue is, I work to find a solution, usually with the motto, “I don’t know, but I am sure I can figure it out.”

How do you like to spend your time outside of work? I enjoy staying active—playing hockey in the winter and softball in the summer. My leadership continues outside the store as head coach of two rugby teams in our community. When I have spare time, I like to be at home with my boyfriend and my dog—preferably enjoying the sunshine in the backyard.

JENNIFER HALL Store Manager

Food Basics, Mississauga, Ont. Metro

How would you describe your leadership style? Today’s manager has to wear many hats at the same time, so if I had to pick a management style, it would be situational. I am incredibly flexible and focused on what each situation requires, and I strive to always support my staff. I am always receptive to the new ideas and initiatives that Metro brings forward, keeping leaders such as myself evolving and changing with the times.

What advice would you give to up-and-comers in the grocery business? My advice is to find and follow your passion within the business. Work and learn as much as you can on the ground level—starting with feedback from your customers, peers and partners. With an open mind and willingness to learn, you will eventually know the ins and outs of the business and how each department operates. As you grow, your broader perspective will help you see the inner workings of the store and how decisions are made. In time, with natural growth and progression, the skills you learn will benefit you greatly once you become part of the management team.

Anything else you’d like to share? I always try to keep everything in life simple: Learn who you are, find your passion and share it with the world. Who knows what you will learn or what adventure you will embark on tomorrow!

Sept-Îles Metro

How did you get your start in the grocery business? I got involved in the food industry at a very young age by helping my parents in the convenience store they bought in the 1970s. I officially started my career in the industry in my early 20s, working as a night grocery clerk.

What is your best quality? My commitment. Whether it’s to my team, my customers or the success of the store, I always give my full energy and dedication. That strong sense of responsibility drives me to go the extra mile and support those around me every day.

Best advice you’ve received? Someone once told me, “No matter what job you do, do it with care, respect those around you, be discreet, don’t judge, and that will be the signature of the person you are,” and it still resonates within me.

What is a career challenge you’ve faced? When I moved to Sept-Îles in January 2022 to manage a struggling store, I faced serious recruitment challenges in the North Shore of Quebec. Despite these difficulties, I managed to build a strong team with a deep sense of belonging and a strong customer focus.

What are you passionate about outside of work? Outside of work, I dedicate a lot of my time to volunteer work. I’m actively involved with local food aid counters, women’s shelters, and I also act as a peer helper for people dealing with mental health challenges. I believe deeply in sowing the seeds of a better society and in helping bring out the best in each individual.

KARA STOKES General Manager Sweláps Market, Kamloops, B.C. Sweláps Market

What are your proudest career accomplishments? A proud career accomplishment was when I became an assistant store manager after working my way through various department manager positions. With the guidance and training of my store manager and district manager, the role gave me the experience I needed to get where I am today. Being hired by Tkemlúps te Secwépemc’s Business and Economic Development team to lead their first-ever independent grocery store, Sweláps Market, was another very proud career moment.

What inspires and motivates you in your current role? I am inspired by the ability to bring food sovereignty to what was a food desert in this area. We can bring affordable, unique and delicious food to the community. The customers and colleagues motivate me to ensure the quality and selection of products are top notch, while running an amazing new business and seeing all the benefits to the community.

Can you share a recent career challenge and how you addressed it? Opening a new store! That was quite the challenge. I had experience with store renovations in the past, but opening the doors to a brand-new business certainly was challenging. We had amazing support from all the people involved in the planning and building of the business. Now that we have a year and a half under our belts, it is so rewarding to see the fruition of everyone’s dedication to make the store successful. CG

LYNE NADEAU Store SuperManager C

Canada offers some truly delightful experiences that are uniquely ours. Sure, they can get a bit messy at times, but we treasure every moment because they’re distinctively Canadian. From hiking adventures in our many breathtaking trails, snack-filled picnics to sticky maple syrup festivals, the Canadian experience is beautifully unique to everyone just like Kruger Products.

As the demand for Canadian-made products increases, our leading brands Cashmere®, Purex®, SpongeTowels®, Bonterra®, and Scotties®’ make it easier for Canadians to choose everyday quality tissue products made by, and in, their communities. From investing in state-of-the-art facilities to driving sustainability initiatives that reduce our environmental footprint, Kruger Products is paving the way for a stronger, more innovative future today and for generations to come.

Visit mykrugerproducts.ca for more information.

IS YOUR WORKFORCE READY FOR WHAT’S NEXT?

With technology accelerating and talent expectations rising, grocers must evolve how they lead, train and retain their teams

By Rebecca Harris

How do you prepare a workforce for a future that seems to change by the minute?

From technological leaps and geopolitical events to shifting employee dynamics, the business world is moving fast—no exaggeration. “The pace of change is quickening—and that’s been true throughout history—but, we’re starting to get to a point where it’s really hard for organizations to handle that pace,” says Gordon Sandford, national lead partner for digital transformation and lifelong learning, EY Canada.

Add to that a hefty dose of turmoil. “We’re at a stage where once-in-a-lifetime events aren’t once-in-a-lifetime anymore. Whether it’s wildfires or COVID or tariffs, these big jolts are happening fast and frequently,” he says.

Kate Turner, managing director at Accenture’s retail practice, sees similar challenges. “Many organizations feel like they can’t keep up with their customers—and the same goes for their employees,” she says, explaining that businesses are managing a uniquely diverse workforce with multiple generations working together, each with different needs. At the same time, technology— especially artificial intelligence (AI)—is advancing at an unprecedented rate.

“The use of AI is speeding up many things we didn’t even think last year would be possible—and now here they are,” Turner says. “All of these forces

PROUD WINNERS OF 8 GRAND PRIX AWARDS

Our private brands were honoured with 8 Canadian Grand Prix New Product Awards for delivering products that lead through innovation, meet consumer needs, and raise the bar on quality. Congratulations to all the teams whose talent and dedication made this achievement possible.

combined are creating an incredible pace of change for organizations that they’re struggling to keep up with or identify priority areas, while also serving evolving employee needs.”

For Canadian grocers, the clock is ticking to future-proof their workforce—or risk falling behind. That requires rethinking workforce strategies that embrace change and equip their employees for the future—however unpredictable. “We get very preoccupied with the next shiny widget,” says Sandford, “but we have got to make sure that we’re bringing people along … It’s not a better world if the people aren’t ready to flourish in it.”

Getting smarter about upskilling, reskilling and AI-skilling

While AI is one of the shiny new tools transforming grocery retail—from automating inventory management to real-time data analysis—the opportunity extends beyond back-end efficiencies and into employees’ daily work. This starts with empowering employees to use AI responsibly, supported by training and guidelines, says Jeanet Lamoca, senior career and leadership coach at Careers by Design.

“Not allowing employees to use AI isn’t going to stop them from using it. So, get wise to it, and then incorporate it as a strategy,” Lamoca says. “You can either be bulldozed by it or you can be in front of it and start to build and shape how it’s used in your organization.”

She recommends involving employees—particularly younger ones or early adopters—to help inform those strategies. Teams can find out how people in the organization are currently using AI, how they’d like to use it, how it improves their work and how it might give them more time to do meaningful work versus routine tasks, advises Lamoca.

At Longo’s, that approach is already in motion. The company recently assembled an AI accelerator team, consisting of representatives from areas such as operations, supply chain, human resources, IT and finance. “Their focus is building our communications around what tools we have available and how to properly use them, as well as identifying use cases that can drive efficiencies and make work a bit faster and easier for team members,” explains Liz Volk, chief human resources officer at Longo’s. The company is also developing a training curriculum and workshops so employees can feel more comfortable using the tools.

The appetite for learning is certainly there. According to Accenture’s recent report, Reinventing Enterprise Models in the Age of Generative AI, 94% of employees want to learn new skills and work with tools such as generative AI. Yet, only 5% of organizations are actively reskilling their workforces at scale.

“Organizations need to think about how to incorporate AI into their business functions—across everything their employees are doing,” Turner says. “That creates an opportunity for organizations to upgrade skillsets to remain competitive. It also changes the dynamic—helping people to use AI rather than thinking of it as something that will replace their job. They also need to consider the role it plays in efficiency and productivity, freeing up people’s time to think about more strategic problems they need to solve.”

This technological shift extends to the front line, where tasks are becoming increasingly high-tech. “Many stores have already adopted tools like handheld scanners, digital

pricing systems and new inventory platforms,” notes Anwesha Mukherjee, founder and CEO of the Institute for Human Capital Practitioners. Staff is also expected to assist customers with self-checkouts, mobile apps and digital payments. “Their roles are evolving—they’re not just scanning items and giving customers the bill,” she says. “They need to guide customers through the process and troubleshoot.”

That means training strategies must evolve as well. “On-thejob learning works best, especially in such a dynamic environment,” says Mukherjee. She recommends retailers use short, digital lessons between shifts and peer coaching to help employees quickly build confidence with new tools.

Rethinking leadership for a new era

Along with new technology, the workforce of the future demands new leadership skills—moving away from onesize-fits-all approaches. “For years, the archetype of a great leader was a charismatic figure with a clear vision—a command-and-control style,” says EY Canada’s Sandford. “Going back to the pace of change, it’s very hard to be that leader these days and say, ‘I have an exact vision.’”

Instead, leadership today requires adaptability, emotional intelligence and collaboration. “We’re seeing the growth of servant leadership, which is a very different paradigm,” Sandford says. “A servant leader would say, ‘I’m not exactly sure what the future is, but I’ll engage with my team, and we will figure it out.’”

The problem is that many leadership development strategies haven’t evolved to reflect this shift. As Sandford explains, organizations still tend to promote high-performing “doers” without fully preparing them for the transition. “Many organizations aren’t building that mentor-apprentice guidance to this new style of leadership,” he says.

To bridge that gap, organizations must rethink how leadership is built—not just taught. That means moving beyond traditional courses and training. “We need to infuse more learning and apprenticeship into the flow of work to help build people to be better leaders,” Sandford says. “You need to show people the way.”

Lamoca from Careers by Design recommends a shift toward a coaching leadership style that empowers teams to become more self-managing. This requires leaders to “let go of being the authority of all things” and give teams greater input. “That is really hard for a lot of leaders—it means delegating and giving teams more responsibility and accountability, but also supporting them.”

From wages to wellness: Meeting evolving employee needs

What do today’s employees want from their work experience? More than just a paycheque, they’re seeking meaningful growth and genuine support that goes beyond basic needs.

Longo’s exemplifies this shift with a comprehensive approach to employee support. It offers a variety of well-being programs, from regular workshops during its “Well-being Wednesdays” series to employee assistance programs and mental health awareness events. Longo’s taps into its health- and wellnessfocused vendors for such events and recently brought in support dogs to spread positivity in the office.

Volk emphasizes the importance of consistent communication, so employees get the most out of Longo’s support

ACTIONABLE INSIGHTS & CONNECTIONS POWERING BUSINESS GROWTH

EnsembleIQ is the premier resource of actionable insights and connections powering business growth throughout the path to purchase. We help retail, technology, consumer goods, healthcare and hospitality professionals make informed decisions and gain a competitive advantage.

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programs. Its twice-weekly internal newsletter highlights the company’s wellness offerings and how employees can take advantage of them.

This focus on well-being is one of the most transformative trends in the workforce—and it’s reflected globally. According to EY’s recent study, The First Global Generation, 51% of young people (aged 18 to 34) worldwide rank their mental and physical health as the primary measure of future success—outranking family relationships (45%) wealth (42%) and occupation (41%).

“They don’t necessarily believe in the old career model where you gut it out in the beginning and reap the rewards later,” says Sandford. “They don’t see that long-term payout.” Upcoming generation Z and generation Alpha are prioritizing health, well-being and purpose above compensation, he adds. “It’s about total rewards versus just compensation.” And while generational differences in the workforce aren’t new, Sandford says, “I would encourage leaders to understand that these may be more significant and more pervasive.”

Of course, money still matters—and retailers may need to step it up in today’s economic climate. Walmart Canada is doing just that, having recently announced an additional $32.7 million in pay increases for eligible employees—on top of nearly $200 million in earlier boosts to pay and benefits.

The company says it regularly conducts compensation reviews to ensure its associates are offered competitive pay, along with solid benefits and career development offerings. In addition to health and dental coverage, for example, Walmart Canada provides access to 24-7 virtual care, employee assistance programs and well-being programs through Telus Health.

As part of its Live Better U educational program, Walmart covers the full cost of tuition, books and course fees for careerdriven learning and development. “Our associates are our greatest assets, and investing in good jobs is key to attracting talent,” said Steve Schrobilgen, chief operations officer, end to end at Walmart Canada, in a press release.

Beyond job perks, employees are increasingly prioritizing benefits like growth—but not just climbing the ladder. “Many early and mid-career workers want opportunities to grow—not just upwards, but laterally, too,” says Career by Design’s Lamoca. “That growth gives people security and fulfilment—it helps them feel they’re learning and contributing more.”

Flexibility also remains crucial in today’s workforce—especially younger people—despite the push on the return to office. “While many employers are looking to have their workforce come back in to some extent, I think offering flexible work schedules is still important,” says Lamoca. “For those in their early careers, it’s important to stress touchpoints that are in person so they can learn from more senior staff and create those connections.”

Meeting these varied needs requires strategies that are tailored to generational differences, especially considering there are now five generations in the workforce at once, notes Accenture’s Turner. “Gen Z wants more purpose, feedback and flexibility in their jobs, so organizations need strategies around creating hybrid working environments. They can also start thinking about tailoring skilled pathways to address multigenerational needs. That’s key because the needs of gen Z look very different than boomers—and then there’s everything in between that spectrum.”

Don’t believe the hype: DEI is still a priority

Diversity, equity and inclusion (DEI) was one of the hottest workplace topics over the past few years, with many companies making bold, public commitments. Today, the U.S. is seeing significant pushback—driven by government orders and legal challenges—that has led some major corporations to scale back their DEI initiatives.

While the rhetoric might be spilling over the border, moves to undo DEI are not taking hold in Canada, according to Wendy Cukier, academic director and founder of the Diversity Institute at Toronto Metropolitan University.

“While it’s true that multinationals based in the United States are certainly trying to figure out how they navigate new rules there versus requirements here, the Canadian legal, constitutional, human rights and jurisprudence frameworks that are in place are unassailable,” says Cukier. “In my view, it’s business as usual in Canada.”

She affirms the business case for DEI policies remains strong—especially in retail—as consumer demographics shift and diversify. Cukier points out that if 30% of a retailer’s market is made up of racialized people or newcomers, if 7% of Canadians seek halal products, and if women are making the majority of purchasing decisions, then ignoring that diversity means missed opportunities.

There’s a strong case on the labour front, too. “If you’re not doing a good job on equity, diversity and inclusion, you will not be able to attract the best and the brightest,” Cukier says. “We know that younger people, in particular, pay close attention to this, especially when it comes to the 2SLGBTQI+ community. A significant portion of young people will judge organizations based on their corporate social responsibility, environmental practices and EDI practices.”

For its part, Longo’s is staying the course—continuing to focus on DEI through key pillars such as leadership engagement, education and training, and community support. “As an example, we’ll be participating in the Toronto Pride Parade and inviting our team members to join,” says Volk. “So, we’re not dialing back anything and [parent company] Empire has the same philosophy … In fact, they’re finding that weaving DEI into the strategy is even more important.”

New research backs up the importance of DEI to employees.

In a national survey by the Diversity Institute in partnership with the Future Skills Centre and Environics Institute, nearly half of the 5,000 Canadian participants believe their organization is paying the right amount of attention to DEI, while 22% think it’s paying too little. Just over a quarter (26%) say their organization is paying too much attention to DEI.

“The research is clear that when people feel valued and appreciated, and when young people see practices that align with their values, you’re going to improve retention and productivity,” says Cukier. “Canada is changing, your market is changing, your talent pool is changing … But, fundamentally, this stems from commitments to values that are inherently Canadian and provide a tremendous advantage.” CG

Generation Next Thinking is an ongoing series that explores the cutting-edge topics that are impacting grocery retail today and in the future.

Fresh

PRODUCE MERCHANDISING

SELLING SUMMER’S BOUNTY

Grocers need to get loud about local this season

By Rebecca Harris

Summer alwayS S park S excitement for cold-weather Canadians—and not just for the sunshine. It’s peak season for local fruits and vegetables, and this year grocers have even more reason to highlight local produce, with the “Buy Canadian” movement still going strong. Here’s how to make local, seasonal produce the star of the department.

Get loud and proud with displays: Forget subtlety. Grocers are encouraged to go big with their displays. “As we move into the summer season, displays are going to be more important than ever before,” says Greg Palmer, vice-president of trade and market development at the Canadian Produce Marketing Association (CPMA). “In the past, local produce kind of sold itself—[merchandising] was quieter and more humble in the typical Canadian sense.”

Palmer says larger, more vibrant displays will help Canadians find what they’re looking for this summer and beyond. “People want to buy and support the Canadian season,” he says.

Showcasing the farm of origin is another key element for impactful displays. Shoppers love learning about the farms behind their food, and supporting farms is top of mind when they choose local, Palmer explains. “By highlighting the farm directly, you create that farmto-plate moment for the consumer when they walk up to those displays.”

Turn up the heat on cross-merchandising: Opportunities to cross-merchandise seasonal items abound. Beyond perennial pairings such as berries and whipped cream, Palmer suggests showcasing lesser-known salad ingredients. “You could highlight beets, chopped asparagus and peaches when they come into season,” he says. “It’s a fun way to shake up what consumers typically eat [in a salad], so they’re not stuck with just romaine lettuce and a shaved carrot.”

Retailers can pair local produce items with complementary items, offering convenience and inspiration. For example, a backyard barbecue box might include corn on the cob, zucchini and bell

peppers paired with skewers and locally made barbecue sauces and marinades.

At Longo’s, cross-merchandising helps enhance the customer experience, offering simple, delicious ideas that connect products across departments, says Joey Bernaudo, the Ontario-based retailer’s vice-president of merchandising. “Our Experience magazine cover showcases how to make the perfect burger made with our 100% Canadian beef, and guests have an opportunity to explore seasonal fruits, vegetables and our local cheeses to make their perfect burger.”

Bring local stories to life: Storytelling— whether it’s stories of local growers or the importance of Canadian agriculture— is a powerful way to inspire purchases. The BC Cherry Association’s Canadian Cherry Month (July 15 to August 15) showcases the province’s cherries at their peak, their role in supporting local agriculture and the growers behind them. “Cherries are such a seasonal crop—they’re only in stores for a short time, so when they [appear in stores], people get excited and it drives traffic,” says Sukhpaul Bal, president of the BC Cherry Association and a grower at Hillcrest Cherries in Kelowna, B.C.

As part of the annual campaign, grocers have access to in-store marketing materials to highlight this Canadian produce “at a time when consumers are paying extra attention,” Bal adds.

The importance of storytelling is echoed by Gen V, a Quebec-based, family-owned greenhouse operation that produces hydroponic lettuces, organic peppers and more. As Canadians move away from buying American, they’re not only looking for local produce—they want local produce with a story behind it, says Laurence Éthier, marketing co-ordinator at Gen V. “When customers know the story behind the product, they buy with their heart.” CG

Support our farms, support our communities

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SALAMI WITH PROSCIUTTO SMOKED GOUDA SALAMI SPECK SMOKED PROSCIUTTO

Aisles

LUNCHBOX TRENDS

MAKING THE GRADE

From crunchy snacks to protein-packed bentos, tap into the back-to-school trends that can help boost sales

By Matt Semansky

IN CASE PARENTS and children have forgotten the fleeting nature of summer, retail stores of all kinds will soon be here to remind them. Along with the dog days of the season, August brings with it backto-school displays, deals and purchasing decisions, as consumers load up for another academic year.

Anticipating the school lunch and snack needs of customers has become a retail rite of late summer. Or, more accurately, early spring, as stores and food manufacturers prepare well in advance for one of the most important sales periods of the year. According to Ipsos FIVE research, 80% of Canadians pack lunches to take to school.

“This is the time when consumers are pantry-loading for those shelf-stable items,” says Jo-Ann McArthur, president at Nourish Food Marketing. “We saw a lot

of that back in COVID, and I do think back to school is a good opportunity for people to pantry-load, just to price-protect.”

Lynne Strickler, senior director and head of brand management & commerce marketing, Canada for Conagra Brands, cites a 2024 Financial Post article—which included survey data from NerdWallet Canada—as a reason to concur with McArthur. “Last year, Canadian parents planned to spend an average of $743 on back to school—up significantly from the prior year—and we don’t anticipate that number going down in 2025,” she says. “There’s a clear opportunity to support shoppers with affordable and easy-topack lunch and snack solutions.”

Indeed, winning the back-to-school period is a collaborative effort, with retailers and manufacturers sharing the spoils of victory. To be successful, both

parties must be aware of the emerging trends driving consumer behaviour when it comes to lunch and snack-packing. And while every family is different, certain trends are clearly rising above the rest.

Broadly speaking, health and nutrition remain key differentiators for shoppers looking to do more than simply stuff their kids with enough calories to get through the day. According to 2024 research from Innova Market Insights, the top three ingredients Canadian consumers are looking for in their snacks are protein, fibre and vitamins. Zooming out to a global perspective, Innova reports a 38% average annual increase in children’s snack launches that made a high-protein claim between 2022 and 2024. Shoppers are looking carefully, too, with 33% of global consumers saying they always look at ingredients of interest on packaging. As health-conscious families look to give school-age children a dose of nutrition in their treats, products made from legumes, vegetables and fruits are rising alternatives to chips, cookies and candy.

As ever, convenience and cost are also influencing both consumer behaviour and product innovation. Weekday mornings are frenetic times for families, and bento boxes and bowl-style meals are popular choices for shoppers looking for a full meal in a grab-and-go package. In fact, 45% of Canadians in a 2024 Innova survey said economic uncertainty and the cost of living had become more important to their food and drink decisions in the previous 12 months—the highest of any single issue.

With all of this in mind, here is more on the most notable back-to-school trends of 2025:

THE NUTRITION MISSION

With health information readily available and much-discussed, families are better armed than ever to weigh the merits of

From August 4th to September 28th

the food that goes into their kids’ lunchboxes. School lunches have been swept up in the broader trend towards protein, which provides energy, builds muscle and, perhaps most importantly, satisfies hunger. “Protein is top of mind as families prioritize foods that fuel them throughout the day,” says Patrick Lutfy, senior vice-president, marketing and innovation at Maple Leaf Foods.

Lutfy says his company has been mindful of the protein craze, introducing new varieties of its Lunch Mate, Schneiders, Natural Selections and Greenfield brands. These have taken the form of new ingredients such as pepperoni and Genoa salami without visible cracked pepper—a visual cue that can turn kids off—and offerings from the Greenfield stable that make clean-label promises about functional, natural ingredients and the absence of artificial ones. “We’re introducing new varieties that reflect what Canadians are asking for, all prepared here in Canada,” Lutfy says.

McArthur has noticed the prominence of protein, too. She says dairy consumption is on the rise, winning back some of the market share previously lost to plant-based alternatives, with some new innovations featured in the comeback. “We’re seeing more high-protein yogurts in packs you can freeze.”

Retailers are also conscious of the trend and point out that nutrition needs extend beyond protein. “We’re seeing growing demand for protein-rich, lowsugar options made with clean, recognizable ingredients, along with functional drinks that help with hydration,” says David Dubreuil, director of category management at Farm Boy. “Clear labelling is also a must—families want to understand what they’re buying.”

Farm Boy is meeting these expectations through many of its private-label products, while also addressing a growing trend towards convenient formats, he says. With time at a premium on school day mornings, options such as bento boxes and bowls are increasing in popularity. “[The popularity of] ready-to-go meals and bowls like the Farm Boy Falafel Bowl and Farm Boy Penne & Meatballs Meal For One are all on the rise,” Dubreuil says. “These formats give parents portion control and ease, while also keeping

things fun and engaging for kids.”

It’s a similar story at Longo’s, where Joey Bernaudo, vice-president, merchandising, says formats such as these balance the need for convenience and nutrition. “Parents can get a little creative when packing [lunches], incorporating new shapes, colours and flavours to make healthy eating more appealing for little ones,” Bernaudo says. “Longo’s new protein bowls will be a popular option in the fall. They’re a quick, convenient, nutrient-dense lunch that will keep teens and adults fuelled through their busy days.”

THE WORLD IN A LUNCHBOX

Canada’s ever-changing population is also forever changing the flavours that appear in school lunches. According to Ipsos FIVE, traditional favourites such as cheese and sandwiches remain popular with older families, but 40% of prepared lunch foods consumed are multiculturally inspired dishes. For example, Longo’s bowls include Sesame Chicken and Tahini Maple Falafel flavours. “Our guests are adventurous when trying new flavours, and their excitement around global ingredients continues to grow,” says Bernaudo, who also anticipates a trend towards pairing international tastes with local produce. “Asian-inspired flavours will be popular as we approach the school year, with many parents taking inspiration from restaurant-style dishes to punch up lunches for their kids.”

Dubreuil concurs. “Families are discovering more global flavours, especially from Indian and Asian cuisines,” he says, pointing to Farm Boy Saag Paneer Side Dish and Farm Boy Mung Dal Side Dish products as examples. “This shift is influencing school lunch choices, with more parents opting for bold spices and adventurous ingredients.”

The multicultural influence also extends to the smaller snacks that help schoolchildren get through the day. Conagra’s Strickler reports a heightened consumer interest in the company’s Angie’s BOOMCHICKAPOP Sweet Chili Puffs, which feature a spicy-sweet profile.

Shifting demographics are only part of the story. It seems Canadians, regardless of where they or their parents were born, have a taste for adventure. “This generation, because of baby-led feeding, they

just have more adventurous palates at a very young age,” says McArthur. “They’re exposed to more because they’ve been having little bits of their parents’ meals since they were six months old.”

As Marie-Josée Richer, co-founder of the Quebec-based food manufacturer Prana, says with a laugh: “I feel the Canadian consumer has broadened their palate. It took me until I was 20-something before I ate an avocado!”

CRUNCH TIME

Richer has come a long way since eating that first avocado. She co-founded Prana in 2005 as a certified B Corp company, manufacturing organic, plant-based, naturally and ethically sourced food products. Seventeen years later, as the pandemic prompted consumers to put even more emphasis on value, the company expanded beyond its organic mandate. And while avocados are known for their soft texture, Richer’s food focus is now louder in every sense. “I have three boys and I’ve made lunches every day from Monday to Friday,” she says. “I’ve always found it was a challenge to give them something salty that was also nutritious. They wanted something salty, crunchy, delicious—and not a chip.”

Hence the creation of Prana’s Bean Me Up, a bean-based snack that comes in Spicy Dill Pickle, Cheddar Jalapeño and Sriracha flavours. “We saw it in our data that bold flavours were really on trend,” says Richer, who took inspiration from the chip aisle. “We took the best flavours from chips and put them on legumes.”

Also on trend is the crunchy texture, which, according to Australian multidisciplinary therapy organization Patches, can benefit kids in ways ranging from jaw development to emotional regulation.

“Texture has become almost as important as flavour when it comes to making lunches more interesting,” says Bernaudo of Longo’s. “Kids and parents alike are looking for meals that feel satisfying, and mixing up textures is a great way to achieve that. For example, salads featuring greens with different textures help make lunches less mundane—replacing lettuce with kale, cabbage or spinach to pack a nutritional punch, or including add-ins like quinoa or couscous, nuts and seeds and fresh fruits and veggies.”

1 GUAVA’S GOT IT ALL

Think of guava as nature’s ultimate summer fruit fusion. “Customers have described the flavour as a mix between pear and strawberry or passion fruit and pineapple,” says Catherine Thomas, vice-president, communication at Loblaw. However you slice it, guava is good for you—packing up to 4.3 times more vitamin C than an orange!

2 FROM LATIN AMERICA … TO LEAMINGTON, ONT.?

In 2023, guava and mango imports together topped $236 million in fresh fruit value, accounting for more than 80,000 metric tons of tropical goodness, according to the Canadian Produce Marketing Association (CPMA). Since Canada’s climate can’t support growing these fruits outdoors, Latin America remains a key supplier.

Guava Four things to know

By Chris Daniels

3 TROPICAL, TRENDY AND ON THE LABEL

Product launches featuring guava have enjoyed a 4% compound annual growth rate (CAGR) since 2020, according to Innova Market Insights. By category, guava has become an especially popular ingredient in sauces and seasonings, which saw a 16% CAGR, followed by confectionery, and baby and toddler products at 9% each, and soft drinks at 5%.

“Import volumes are rising to meet demand, but innovation may eventually shift that landscape,” says CPMA president Ron Lemaire. “Nature Fresh Farms in Leamington, Ont., for example, is testing the waters by growing guava and other tropical plants right in their greenhouses, using cutting-edge tech to see what’s possible closer to home.”

As concerns over food affordability and sustainability intensify, Lemaire says “greenhouse innovation is playing an increasingly vital role.” 4 SKIN

As CPMA’s Lemaire points out, “Guava isn’t as mainstream here as apples or bananas—yet—so retailers have a role to play in helping customers understand how to select, store and use it.” He says this could involve signage with nutrition facts, simple preparation tips (the entire fruit including the skin and seeds are edible!) or even QR codes linking to short videos. “In stores with high newcomer populations, grocers may already be stocking guava,” Lemaire adds, “but it’s also worth considering broader seasonal promotions as guava gains popularity in beverages, desserts and packaged goods.”

“Tropical fruit flavours are experiencing high-growth momentum in Canada, particularly in categories like table sauces and baked goods,” says Loblaw’s Thomas. “Mango, papaya, coconut and guava are increasingly used in sauces, snacks and baked goods, appealing to Canadians’ interest in global cuisines and new flavour experiences.”

As part of its private-label offering, Loblaw features guava in several SKUs, including PC Passion Fruit Guava 8% Greek Yogurt and PC 100% Tropical Juice. And more could be coming, says Thomas. “There are ongoing opportunities for innovation in food and beverage products that feature tropical fruits,” she says. Additionally, Loblaw has stocked sauces from Island Gurl Foods, starting with its original Mango Jerk Sauce—now part of a sixproduct lineup that includes Sweet Guava BBQ Sauce—since 2021.

“My grandmother inspired me, and growing up as a child in the Bahamas, I’d climb trees to collect guava,” says president Raquel Fox. The brand has been building momentum and was recently picked up by Sobeys’ e-commerce platform Voilà!

Island Gurl Foods is stocked in the international aisle, but with Canada’s diversity and growing appetite for Caribbeaninspired flavours, Fox believes it belongs in the condiment section alongside other barbecue sauces. “As a Canadian citizen, I feel it shouldn’t be in the international aisle because we’re not importing these sauces,” she says.

Sales have been strong, but Fox notes many shoppers don’t browse the international aisle unless looking for something specific. At around $7 a bottle, Island Gurl sauces are on par with premium barbecue sauces—making placement of the brand among mainstream condiments a better fit. CG

Express Lane

INNOVATION NATION

Despite challenges, Canada’s food and beverage sector is poised to compete

By Kristin Laird

CANADA’S FOOD AND beverage industry is at a pivotal moment—consumer expectations are transforming, input costs are rising and supply chain disruptions remain, all against the backdrop of a trade war. Innovation is essential to maintain profitability and competitiveness. But, it’s more than that. Innovation is about food sovereignty, thriving domestically and on a global stage, where “Made in Canada” becomes a mark of quality. On this topic, we spoke to Arlene Dickinson, founder and general partner of District Ventures Capital, a venture capital fund that invests in innovative companies in the food and beverage wellness sectors, and a Dragon on CBC’s reality series Dragons’ Den . This interview has been edited for clarity and length.

How does Canada’s product innovation compare to other top nations?

The agri-food space—it’s a critical sector for our nation. It’s the largest manufacturing sector we have in Canada and it doesn’t get the attention and the visibility and the funding it deserves. As a nation, we are used to shipping our commodities to other nations that commercialize those commodities into products that we buy back. There are two big challenges with that. One, when we buy [these products] back, their standards of manufacturing, the things they put in their products, are not to Canadian standards. So, we’re consuming food that is not necessarily as good for us, which is a major issue for our health system. The other challenge

is, we’re missing out on the revenue of that commercialization because we are shipping the commodity at a commoditybased price, and we’re not getting the value-added price had we produced and manufactured the product ourselves. We need to set up more manufacturing and processing facilities so we can start creating products and supporting startups and scaling businesses so they don’t have to go to the U.S. to manufacture—they can do it here. This is something I’m very passionate about, and the country has every element of what is needed to create great products, yet we’re not commercializing here. And that is a huge challenge for our sovereignty. We cannot be a sovereign nation if we cannot feed ourselves. I think this is fundamental.

How can Canada market itself better?

Once we start producing more and more product here, and capitalize on the manufacturing-processing, we need to start thinking about how we amplify the Made in Canada brand. There’s a need here at home to do it more effectively and to be more cohesive so it’s consistent and people know what they’re buying. And opening more export markets, but also telling those markets why Canadian goods are better and why they should buy them. There needs to be concentrated effort from an investment in the facility side, the commercialization side and the investment in early-stage entrepreneurs. Then there needs to be investment in the Made in Canada promise that could go out to export markets and here at home.

How have supply chain issues and tariffs shaped innovation in Canada’s food and beverage sector?

COVID was a wake-up call for our dependency on other nations to provide the things we need. When we can’t get access to either ingredient resourcing or shipping at affordable prices, or other supply chain issues, we start to realize our interdependency. Canada needs to be able to stand on its own two feet. We have the resources, we have the intelligence, we have the skillset—we have all the things we need. But, there’s been complacency. We’ve just accepted that we would always be able to get what we need from everyone else. Now, we need to be more in that pioneering spirit where we figure out how to make [products] with what we have. And there’s lots of opportunity to do that.

What areas of the food system are primed for innovation in the next five to 10 years?

I think it’s in functional food. So, thinking about mushrooms, pulses, peas, beans, lentils, chickpeas and how we take those high in fibre and protein ingredients and create a variety of goods out of them. I think the innovation will be in what we can grow and how we turn it into products that capture the value of what we’ve grown. And vertical farming is interesting to me. It’s a way to feed the world, and I think someone is going to solve—sooner rather than later—how to do that at scale and make money at it. CG

MARAYNA DICKINSON

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