12 Proper good! Opal Rowe turned a taste from home into a booming Jamaican patty brand
IDEAS
15 Under pressure Canadians are feeling financial strain and it’s impacting how they shop
17 Handling food recalls right Act fast, stay transparent and turn a recall into a moment of trust
19 Seen and heard Big names in the industry weigh in on hot topics
COLUMNS
FRESH
45 Fresh frontiers How biotechnology is reshaping the produce aisle
AISLES
47 The heat is on As temperatures continue to rise, so do sales opportunities for summer entertaining
51 Something to smile about Uncover key trends in the growing oral care market
52 Natural sweeteners: Four things to know Low-calorie options that don’t compromise on taste
EXPRESS LANE
54 Omnipresent The Commercy’s Jason Dubroy on the need for cross-channel marketing to meet customers anytime, anywhere
21 Patriotism over politics Mintel’s Joel Gregoire on how Canadians want to ‘do their part’ amid trade tensions
23 A new era for collaboration Kantar’s Amar Singh on how retailers and suppliers can grow, together
The Buzz
Loblaw-owned discount chain MAXI is opening its first store outside Quebec this fall, in Caraquet, N.B. The 15,000-sq.-ft. space, located at Place Saint-Pierre, will offer shoppers Maxi’s popular price match policy called Imbattable, local products and the opportunity to earn PC Optimum points.
Metro’s Mediterranean-Middle Eastern grocery banner ADONIS is opening a 46,000-sq.-ft. store in London, Ont. this summer. Shoppers can expect to find an extensive selection of international products, including specialties from the Middle East, North Africa and other Mediterranean countries, as well as halal fresh meats.
Ontario grocer LONGO’S opened its 42nd location in early April, marking its seventh store in Vaughan, just north of Toronto. The new store, located at 6530 Major Mackenzie Drive W., spans 38,000 square feet and provides a complete grocery shopping experience, featuring a stone oven pizza and gourmet sandwich program, hot buffet, salad bar, readyto-go meal solutions and sushi made in-store daily.
The latest news in the grocery biz
Metro’s FOOD BASICS cut the ribbon on its seventh location in Mississauga, Ont. This store marks the first of seven planned openings in Ontario for 2025, coinciding with the discount banner’s 30th anniversary. Located at 4152 Confederation Parkway, the 29,000-sq.-ft. space is on the ground floor of the new Parkside condos and employs a team of 85 people.
HEALTHY PLANET continues to expand its retail footprint across Ontario. The health and wellness retailer has opened its first St. Catharines location. The store offers a range of products, including organic foods, vitamins, supplements, natural beauty products, sports nutrition and eco-friendly household items.
CALGARY CO-OP has opened a newly-built food store in the Oakridge neighbourhood, located in the city’s southwest quadrant. At 48,000 square feet, the new space features an expanded meat section, an oyster bar, a stand-alone floral and produce counter, ready-to-eat meals, a health and wellness section and a community room.
Among the highlights of Calgary Co-op’s new 48,000-sq.-ft. store in the city’s Oakridge neighbourhood is a stand-alone floral and produce counter
Grande Prairie, Alta. is home to a new BUY-LOW FOODS that includes all the hallmarks the banner is known for, including The Drop Zone dedicated to deals and new discounts, a bulk foods section, fresh produce, dairy, meat and deli departments, and everyday low prices.
Asian grocer T&T SUPERMARKET has announced plans for a new store in Irvine, Calif., its third in The Golden State. Slated to open in winter 2026, the 34,000-sq.-ft. store will feature an in-house bakery and hot food bar, as well as the retailer’s made-to-order street food section and U.S.-exclusive Asian wines and spirits.
OPENINGS
Metro executives were on hand for the opening of Food Basics’ seventh location in Mississauga, Ont.
Buy-Low Foods has grown its footprint in Alberta with the opening of a new store in Grande Prairie
With the bite of an apple, the team at Longo’s marked the opening of its seventh store in Vaughan, Ont.
Flashfood has named Jordan Schenck as its new CEO. Schenck had served as the company’s president and chief operating officer since October 2024. She succeeds Nicholas Bertram, who will remain on the board. Bertram recruited Schenck in early 2023 to serve as the company’s chief brand officer and promoted her twice—from chief customer officer to president and chief operating officer.
After 14 years with the company, Georgia Main Food Group (GMFG) president and chief operating officer Gary Sorenson is stepping down to focus on “personal life goals,” according to a press release. Jeff Starnaman, GMFG vice-president, merchandising, has been promoted to chief operating officer. Before joining GMFG, Starnaman spent 10 years with London Drugs, working across such business functions as human resources, distribution services and merchandising.
Following the news of Sorenson’s departure, GMFG has made three executive appointments: London Drugs veteran Palle Knudsen has joined the grocer as vice-president of retail operations; Stefan Guminski has been appointed senior director of store development, design and innovation; and Kristine Smith has been promoted to senior director, fresh programs.
Tony Chow has joined Canada Coke Bottling Company. He replaces Stephen du Toit, who joined the company in 2018 and served as chief operating officer and then as president. Chow was most recently president of Kellanova Canada (formerly Kellogg Canada) and a member of the company’s North American leadership team. He was instrumental in the split of Kellogg Canada into two independent companies: Kellanova Canada and WK Kellogg Canada.
Conagra Brands Canada has tapped Caroline Nadeau, a 2018 Star Women in Grocery winner, to fill the general manager role. Nadeau spent six years at The Coca-Cola Company, most recently as vice-president of sales, and prior to that served as national sales director for Dare Foods. She also spent more than 14 years with Campbell Company of Canada.
Former Conagra Brands executive Leslie Mackay has joined Ocean Spray Cranberries as general manager for Canada. She brings more than 20 years of experience in customer sales, strategy and brand management to the role. Mackay spent five years at Conagra, most recently as vice-president, customer leadership organization. Prior to that, she worked for 19 years at Kimberly-Clark.
AWARDS/RECOGNITION
In recognition of their contributions to the food industry, the Canadian Federation of Independent Grocers (CFIG) recognized Saputo’s Peter Bowman and independent grocer Jim Hamilton (Hammy’s) with its 2025 Life Member designation during a ceremony at Grocery & Specialty Food West last month in Vancouver.
The Canadian Produce Marketing Association (CPMA) has named Les Mallard, vice-president of sales at Fyffes North America, as the recipient of its 2025 Lifetime Achievement Award. Mallard’s career in the produce industry spans 38 years, 30 of which he spent working at Chiquita Brands in various roles, ultimately serving as country manager for Canada. He joined Fyffes North America in 2018.
The Food Health & Consumer Products of Canada (FHCP) and Retail Council of Canada (RCC) are recognizing Gary Wade, president of Unilever Canada and CEO of Beauty & Wellbeing, North America, with the Canadian Grand Prix Lifetime Achievement Award. Wade has spent the last 30 years with Unilever, contributing to the company’s success and leading to his appointment as president of Unilever Canada in 2017. In February 2024, his role expanded to include CEO of Unilever’s Beauty & Wellbeing division in North America. Wade will receive his award during RCC’s Canadian Grand Prix Awards Gala on June 4 at the Toronto Congress Centre.
Empire Company Limited president and chief executive officer Michael Medline will retire in May 2026. Since joining the Stellarton, N.S.-based food retailer in 2017, Medline has led two major transformation efforts, expanded FreshCo into Western Canada and oversaw the acquisitions of Longo’s and Farm Boy. Empire’s board has created a special committee to select the company’s next CEO.
Also retiring from Empire is executive vice-president and chief financial officer Matt Reindel. Though Constantine (Costa) Pefanis, former chief financial officer of Green Infrastructure Partners, is stepping into the role, Reindel will stay on with the company until the transition is complete.
Jeff Starnaman
Gary Sorenson
Jordan Schenck
Tony Chow
Leslie Mackay
Michael Medline Matt Reindel
Peter Bowman Les Mallard Jim Hamilton
People
PROPER
A craving for a taste of home prompted Opal Rowe to launch a thriving Jamaican patty business
By Andrea Yu • Photography by Christie Vuong
Opal Rowe of Stush Patties
IT
was the spr I ng of 2019 when Opal Rowe came home from work feeling tired and hungry.
She was craving an iconic snack from her childhood in Jamaica—a Jamaican patty. “But, I didn’t know where to get a patty that was more like a meal than junk fast food,” Rowe explains. “There were no ‘good choice’ patties, in terms of healthier ingredients.” The situation prompted Rowe to develop her own better-for-you Jamaican patty recipe.
At the time, Rowe owned a home care business that provided services to elderly clients in the Greater Toronto Area (GTA), where she lived, but she’d always had an interest in food and a love for cooking. She knew she wanted her patty filling to be hearty, like what you’d find in a meat pie. When it came to the pastry, Rowe opted to create a vegan version, instead of the traditional pastry recipe that uses beef suet. “I had friends who were vegan and could no longer enjoy patties,” she says, thinking a vegan pastry could be more universally enjoyed.
Recipe development took time. “Patties for Jamaicans are like croissants for the French,” Rowe says. “We buy them, but don’t know how to make them.” Around the end of 2019, Rowe had nailed down a vegan pastry recipe along with a few filling varieties made with both meat and plant-based ingredients.
Around the same time, she was looking to exit her home care business, due to burnout, and found a buyer. Now, Rowe had time to turn her patty recipe into a full-fledged business. She envisioned opening a series of “patty bars” under the name Stush Patties. “Stush is a Jamaican word that means ‘proper,’ and it’s the equivalent of ‘bougie’ or ‘posh,’” Rowe explains. “I was trying to make something healthier that people could have for dinner or with a glass of wine. So, it was a tongue-in-cheek way of saying that we’re making proper patties.”
Once COVID hit, Rowe needed to pivot from her original business idea and decided to sell direct to customers instead, delivering her products to people’s homes. “I just started promoting the patties on Facebook Marketplace,” Rowe explains. At its peak, she would make up to 500 patties a week by hand and deliver them across the GTA. “People were so happy to see you,” she recalls of the home deliveries. But, she recognized
her business model wasn’t scalable. So, at the end of 2020, she took a six-month break to strategize.
Rowe’s new goal was to enter the retail market. That meant a swap from fresh to frozen, designing packaging, reducing her lineup to four flavours: two vegan (Soy Chik’n; Lentil & Veggie) and two with meat (Chicken; Beef) and moving from a shared kitchen to a commercial bakery. By the summer of 2021, Stush Patties officially relaunched as a boxed, frozen product. And thanks to the traction she’d gained from social media, she already had a few independent grocers on board, including McEwan Fine Foods. By the end of 2021, about 20 independent grocers in Toronto were selling Stush Patties. Then, in 2022, as part of her participation in York University’s YSpace accelerator program, Rowe exhibited Stush Patties at the CHFA NOW trade show in Toronto. One of the first people who visited her booth was a buyer for Whole Foods Market. “They were very interested,” Rowe recalls. Getting into Whole Foods was a long process that involved moving production facilities again and redoing her barcodes. She was finally approved by the grocer in December 2022 and began selling at its seven Ontario locations by September 2023. “When I saw my products in Whole Foods, knowing that it was the first time a Whole Foods in Canada was carrying Jamaican beef patties ... it was magical,” she says.
After Whole Foods, Rowe set her sights on selling patties outside of Ontario—a trickier endeavour since she was selling products with meat. It meant finding a federally approved co-packer, which wasn’t an easy task. “There was a point when the challenge seemed insurmountable,” she says. But Rowe persisted and after a year she found a co-packer and a national distributor shortly afterwards. That led Rowe to her first major out-ofprovince launches: at 20 IGA stores in British Columbia in September 2024 and five locations of the Montreal organic grocer Marchés TAU a few months later.
Today, Stush Patties are sold in more than 150 stores. Despite the tariff uncertainty, Rowe is still eager to enter the U.S. market in the next year. “We started off in a challenge with COVID, so I’ve learned to realize that if I’m growing, there are going to be challenges,” she says. “If I don’t have challenges, then I have to start wondering what is wrong. When challenges come my way, I embrace them.” CG
30 seconds with …
OPAL ROWE
What do you like best about your job?
I love meeting customers, whether they’re trying the patties for the first time or are longtime fans. It’s so uplifting to see how pleasantly surprised people are by the flavour, how supportive they are and the joy on their faces when they realize they’re meeting the person behind the product.
If you weren’t in the food business, what would you be doing?
I think I would definitely be running another business. I really love the creativity and the freedom that having your own business gives. It’s a minefield of learning and you meet so many different people along the way.
What’s the best career advice you’ve received?
Treat problems like puzzles. Problems usually seem like something bad or negative, but they can be fun! Like a jigsaw puzzle. Now, I have a different perspective on the problems I face.
What’s your favourite product from your lineup?
It has to be the Lentil & Veggie patties. It’s a meatless product, but it’s so very good and flavourful and it has a very nice aroma. I usually crave it in the morning, maybe because it’s packed with vegetables, so I think of it as a healthy meal to start the day.
What do you like to do when you’re not working ?
Hiking. I love being out in nature. I love being out with the trees and feeling their magnificent presence. It’s a time to rest my mind and wonder at nature. I love walking in the woods any time of the year, [but] particularly in winter.
Last Chance to Nominate
Canada’s grocery industry is filled with examples of companies making a positive impact whether it is improving the planet, supporting employees or helping local communities.
Canadian Grocer is now accepting nominations for the 2025 Impact Awards to recognize the initiatives introduced by retailers, suppliers and solution providers that are making a meaningful difference in five categories:
SUSTAINABILITY
(food waste, ethical sourcing, energy efficiency initiatives etc.)
INTRODUCING A NEW CATEGORY: IMPACT CHAMPION
Pepsico
Pattison
Ideas
CONSUMER SENTIMENT
UNDER PRESSURE
as fInancIal straIn and uncertainty persists, Canadian consumers are adjusting their shopping behaviours.
“We’re not dealing with a consumer that’s doing well right now,” said Francis Parisien, senior vice-president SMB & strategic initiatives at NIQ, during his presentation, Navigating the Pressure Points to Find Growth in the Canadian Food Industry, at the SIAL Canada tradeshow in May. Parisien added that the outlook of Canadian consumers isn’t all that optimistic, either.
“Only 30% of Canadians feel that their financial situation will be better by the end of the year and a quarter of Canadians say it will be worse.” This consumer sentiment is lower compared to other parts of the world, according to NIQ’s research.
With just 14% of Canadians identifying as “free spenders,” and 42% reporting they only have enough money for the basics, cost-saving strategies are increasingly common, finds NIQ.
Nearly half (49%) are planning their purchases more carefully to better manage expenses, with 53% aiming to avoid waste and 50% staying home more to cut costs.
For grocers, the latter presents an opportunity as those budget-conscious homebodies are preparing more meals at home.
“Canadians are telling us that they’re not going to restaurants as
much, they’re not ordering food as much from different retailers or apps to save money, but they’re not willing to spend all their time in the kitchen cooking—they want solutions,” he said.
The trend is fuelling growth in home meal replacement (HMR) programs, which have increased +4%, according to NIQ’s latest figures, with categories such as sushi (+20%), deli meals (+6%) and cooked chicken (+ 4%) leading the way.
Meanwhile, U.S. tariffs are adding to consumer concerns. According to Parisien, 92% of Canadians believe tariffs will negatively impact daily life (with 51% believing they’ll have a very negative impact), including through rising grocery bills. In response, the number of Canadians who say it’s important to buy local products has surged to 84% (up 12 points versus 2024). The impact is being felt at retail where sales of Product of Canada and Made in Canada items (labels indicating a product’s Canadian content and origin) are up 4.4% and 0.8%, respectively, while sales of U.S.-made products are down 4.1%.
“We also found that 30% of Canadian shoppers said they will switch grocery stores if another store is doing a better job at identifying Canadian products,” noted Parisien, “we’re seeing a lot of that in the market right now.” —Shellee Fitzgerald
HANDLING FOOD RECALLS RIGHT
Recalls will happen, but how they’re handled can make all the difference
By Rosalind Stefanac
WHILE DEALING WITH food recalls is standard practice for most Canadian grocery retailers, handling the aftermath of customer mistrust and misinformation gone viral can be a much bigger challenge. Summerhill Market, a long-time independent grocer in Toronto, experienced this first-hand last October when a listeria outbreak was linked to deli meat sold at its stores.
Summerhill president Brad McMullen says despite doing “everything by the book” when concerns were brought to his attention, he was blindsided at the final hour. “I took a phone call from Toronto Public Health at 4:45 p.m. on a Friday saying there would be a press release out at 5 p.m. that Summerhill Market has sold deli meat that may have listeria,” he says. “A 70-year-old business reputation gone in 15 minutes—completely out of our control.”
The next six hours were critical as he and his team scrambled to post messages on social media with the help of Duet Public Relations, in addition to doing a voluntary/internal recall on anything that may have touched the grocer’s deli slicer, as well as other products from the same supplier. McMullen says it cost
Summerhill its entire sliced meat, cheese and smoked meat stock on shelves and in backstock across all six of its stores. “When the news headline has Summerhill Market and listeria in the same line, it doesn’t matter what you do right, that’s the only thing that will sit in customers’ heads,” says McMullen, adding that the real cost was in lost sales and reputation.
In Summerhill’s case, acting quickly and being transparent throughout its processes helped the grocer quickly rebound from a difficult situation, with deli sales returning to normal within a week or so, says McMullen.
But, the instinct of too many companies in the case of food recalls is to hide, says Caroline Spivak, founder of Profile Communications, based in Toronto. With some 25 years of experience in crisis management, she recalls instances where companies refused to publicly acknowledge a food safety issue or talk to the media. “One company went insular and didn’t even communicate with their own employees, which is absolutely the wrong thing to do,” she says.
In helping companies deal with major food safety issues over the years
(including Maple Leaf Foods’ high-profile listeria crisis), Spivak says the best messaging revolves around three Rs: regret, reason and remedy. “Even if you don’t have all the facts, you have to come out and say you’re deeply sorry for potentially making anyone ill,” she says. Then, tell customers the reason behind the recall and the remedy undertaken to ensure the issue has been addressed.
Spivak also advises grocers to take time during the calmer periods to adequately plan for potential recall scenarios. This includes having a strategy and rapid response team in place, even developing press announcements and social media posts in advance that can be immediately deployed if another crisis hits. “Timing is everything, and your customers will forgive you if you come out immediately to say this has happened and this is the information we have today—and this is what we’re planning to do about it.”
Sylvain Charlebois, a professor in food distribution policy and senior director of the Agri-Food Analytics Lab at Nova Scotia’s Dalhousie University, says it’s important consumers feel confident that Canada is still one of the world’s leading countries when it comes to food safety.
Charlebois says while the Canadian Food Inspection Agency is very good at issuing recalls, the government agency fails to tell Canadians when they’re over, which results in a lot of food waste. “Even if it’s only romaine lettuce from California in a recall, we know people going into a grocery store are going to avoid all romaine lettuce,” he says. “Perhaps we should get better at telling people we’ve managed the recall and gone through an investigation and now Canadians can go back to eating romaine.”
He says retailers doing the best job of promoting an optimal food safety culture are those creating workspaces where suppliers and their employees feel comfortable coming forward when issues arise. “I’ve toured facilities when management is around and when they’re not, and it can be two different worlds,” says Charlebois.
In cultivating good relationships with suppliers, he says it’s not just about sourcing products but knowing where suppliers’ ingredients are procured, too. “Then, if there is a recall of salt or sugar or whatever ingredient, as a grocer you’ll have a better sense of how that will impact your suppliers,” he says.
SEEN & HEARD
Big names have been taking the stage at recent food industry events, speaking on a range of hot topics. Here’s what they’ve been saying
A new tariff paradigm and how the industry can act
“This is a government-to-government issue. We have to recognize the government has forced us into an environment that we actually have control of fixing. [The] government will not fix this for us. We need to effectively help the industry manage [during] this time, helping new corners of the world find Canada as a market … but, at the same time, helping rebuild brands that have been damaged so we have market stability and relationships that will continue to grow. As business owners and operators, as salespeople, as marketers—everybody in this room has a role to play in how you develop and maintain those relationships. Our business to business isn’t an issue, government to government is an issue. We will continue to lobby and push, we need you to do the same. Talk to your elected officials, voice your opinion. We do not want to see tariffs in play in our business.”
RON LEMAIRE, president of CPMA , in his state-of-the-industry address during Fresh Week
TO BE SUCCESSFUL GLOBALLY, CANADA MUST FIRST BE COMPETITIVE DOMESTICALLY
“If we’re not competitive in our own country, I don’t think we’re going to be very successful in taking our game on the road and going to Europe. I think we will stumble. It becomes, I think, the foundation of our success long term for expanding our trade environment.”
TARIFFS AND THEIR IMPACT ON CONSUMER BUYING HABITS
“When we are under threat, when we are feeling like we are under attack by an external force, what does it do? It kind of brings us together. Forty-four per cent of Canadians say they will do absolutely everything they can to not purchase anything made in the United States. I don’t know whether this is a long-term trend but, what I do know about consumer behaviour is, once you give a consumer a reason to change a habit, like COVID did in many ways, that habit might stick.”
DAVID COLETTO, founder, chair and CEO of Abacus Data, during a presentation at CPMA’s Fresh Week in Montreal
MICHAEL GRAYDON, CEO at FHCP, during a panel discussion on interprovincial trade at SIAL Canada
A voluntary versus governmentregulated code of conduct
“In Canada, we have multiple jurisdictions, so there wouldn’t have been one government that could have regulated this code. It would have been each province having to have their own regulations … Getting [government officials] to align around what all the provisions of a code would be in their province would be almost impossible. As an industry, we didn’t want to have different codes in difference provinces or some provinces have a code and others don’t. If we can do this ourselves as an industry, do we really want governments in aisle five?”
GARY SANDS, senior VP, policy and advocacy at CFIG, during a panel discussion at Fresh Week
How leaning on technology can help the industry manage costs
“Whether it’s a good thing or a bad thing, AI [artificial intelligence] is here to stay, and leveraging AI to make our lives easier in forecasting and predicating can actually help the industry long term and can help reduce costs and labour and, ultimately, lower the price on shelf.”
JERRY DZIKOWSKI, division manager, general merchandising fresh grocery at Giant Tiger, during a panel discussion at Fresh Week
NEW WHAT’S
NEW PRODUCTS IN GROCERY
CANADA’S PREMIUM STILL & SPARKLING WATER
aēras is pristine Canadian spring water meticulously sourced from Ontario’s natural springs. Available in elegant 330ml & 750ml glass bottles, aēras ensures the perfect bottle for any occasion. Whether still or sparkling, aēras enhances the lifestyle of Canadians with responsible luxury that honours both nature and sophistication.
CASHMERE. CANADA’S #1 BATHROOM TISSUE. MADE BY CANADIANS
Cashmere is Canada’s #1 bathroom tissue brand, manufacturing high-quality bathroom tissue that’s quilted to be irresistibly soft and designed to make everyday life more comfortable for Canadians. Cashmere is proudly made by Canadians for Canadians.
Cashmere is leading the way to meet the demands of our customers looking to buy Canadian.
MAPLE LEAF TOP DOGS
Maple Leaf® Natural Top Dogs™ Original Hot Dogs deliver classic, family-favourite flavour. Made with premium meat, these hot dogs feature a delicious smoked taste that both kids and grown-ups will love. These hot dogs are great at home and perfect for barbeques outdoors. Maple Leaf is dedicated to providing naturally delicious protein for Canadians for generations to come.
Patriotism over politics
Amid trade tensions, Canadian shoppers look to ‘do
their part’
at the grocery store
If there’s one word that sums up 2025 to date, it’s tariffs. Tariffs from the United States equate to uncertainty and fear in Canada, but they have also spawned a wave of patriotism unlike anything experienced in recent memory. Whether the applied tariffs from the Trump administration persist remains to be seen. There is, however, greater clarity on how Canadians are responding, at least in the near term.
WHAT CANADIANS ARE SAYING
Canadians’ views on the current U.S. administration’s economic policies toward Canada leave no room for ambiguity. When asked whether they believe the current Trump administration has a positive or negative impact on Canada’s economy, 61% say negative, compared to just 15% positive. Furthermore, not only do Canadians think the policies are
bad for our own country, but they also think they’re harmful to the United States, indicating that most think tariffs are bad policy for consumers on both sides of the border.
The degree to which patriotism is driving current choices at the grocery store shouldn’t be underestimated. Nearly eight in 10 Canadians agree that “trade tensions with the United States make [them] more likely to purchase food and drink products produced in Canada.” By comparison, just over 5% actively disagree with this sentiment.
While Canadians, regardless of their demographic, support buying Canadian in the face of tariff threats, it’s important to recognize there are factors that impact the degree to which consumers are likely to prioritize this consideration, such as perceived financial well-being. The more secure one feels when it comes to their finances, the more likely they are to purchase food and drink products produced in Canada in response to current trade tensions. This difference should not be attributed to a lack of patriotism, but rather that the more financially constrained shoppers are, the less flexibility they often have in making purchase decisions that are not based on price. That said, even among those worse off financially, a clear majority still claim they are more likely to purchase Canadian goods.
PATRIOTISM, NOT POLITICS
While Canadians associate patriotism with their purchasing decisions, they prefer brands to remain apolitical, with nearly two-thirds believing companies should steer clear of politics. Although there’s a profound sense of unity among Canadians at this moment, brands should avoid veering into policy-related debates. Simply put, there’s little upside.
Does this mean brands should abandon having values altogether? Certainly not. Rather, values should be conveyed in a way that is more broadly accepted. For instance, supporting local and Canadian businesses as well as environmental stewardship through sustainable packaging or responsible sourcing resonates widely. These initiatives are seen as investments in Canada and its people—valuable endeavours regardless of a brand’s origin.
UNCERTAINTY IS THE ONLY CERTAINTY
As brands around the globe grapple with uncertainty, consumers face similar challenges. However, buying Canadian is not seen just as a buying option, but for many, an act of patriotism. Amid shifting economic conditions, these actions offer Canadians a sense of contributing to a collective national effort and offer some control in a rapidly changing world
Joel Gregoire is associate director, food & drink at Mintel, the world’s leading market intelligence agency. Based in Toronto, Joel researches and writes reports on Canada’s food and drink industry.
NEW WHAT’S
NEW PRODUCTS IN GROCERY
PIZZERIA STYLE PIZZA AT HOME
Canadians can ignite their taste buds with Piller’s Toppings Cup & Char™ Hot & Honey Pepperoni! Designed for those who love a little heat with a sweet twist, this bold and delicious pepperoni features the perfect balance of spicy heat and smooth, honeyed sweetness. Deliciously crafted to curl into a cup and develop a crispy, charred edge so Canadians can serve up the irresistible taste of pizzeria-style pizza at home!
A FLAVOUR EXPLOSION
Introducing Lavazza Espresso Gourmet—a new indulgent pleasure enclosed in aluminum capsules* compatible with Nespresso original machines**. The excellence of Lavazza espresso meets the aroma of chocolate and caramel for a flavour explosion, crafted by the masters of espresso with the convenience of single-serve coffee. Whether enjoying a simple shot of espresso or crafting a latte, cappuccino, or other espressobased beverage, Lavazza Espresso Gourmet brings a delightful surprise to a coffee classic.
*Capsules of flavoured roasted ground coffee.
**Lavazza is not affiliated with, endorsed or sponsored by Nespresso.
TURNING PRO
Oikos PRO is a high protein Greek yogurt range proudly prepared in Canada with 100% Canadian dairy and has no added sugar. Ranging between 18 to 24 grams of protein per serving, Oikos PRO is ideal for contributing to daily protein intake and supports muscle building. Oikos PRO offers four flavours of the 650g tub including Plain, Banana, Strawberry and Vanilla, and two 300 mL drinkable yogurt flavours, Mixed Berries and Strawberry and Banana.
GETTING PERSONAL
Metro’s Alain Tadros on the company’s data-driven loyalty strategy that puts the customer front-and-centre
By Shellee Fitzgerald • Photography by Chantale Lecours
IF YOU SPENT any time in Ontario last fall, you may have caught one in a playful series of ads from Metro featuring Jennifer Lopez and Ryan Reynolds not the celebrity versions of these people, mind you, but rather real-life Ontarians sharing the same name as the Hollywood A-listers.
“Just because I’m not that Jennifer Lopez,
doesn’t matter to Moi Rewards,” says the star of one of the ads as she emerges from a Food Basics toting bags of groceries.
The television spots, created by Toronto’s Open agency, ran during the launch of Metro’s Moi Rewards program in Ontario and cleverly reinforced the message that with Moi Rewards, every customer can expect celebrity treatment.
“We thought that play on personalization was important,” says Alain Tadros, vice-president, chief marketing officer, digital strategy at Metro. Getting more personal with customers is Metro’s ambition with its latest loyalty initiative—Moi in Quebec and New Brunswick, and Moi Rewards in Ontario.
“We’re a regional retailer in three provinces, so it’s not about size, it’s not about trying to throw a bunch of money at loyalty,” says Tadros of the strategy behind Moi. “It’s making sure that we become the most personalized loyalty program in Canada.” Personalization is critical because personalization drives relevancy and relevancy drives value. “That’s where we’re going to unlock the most value for our customers—making sure that [we’re delivering] the right offer to the right customer at the right moment in the channel of their choice.”
LOCKING IN LOYALTY
Loyalty is nothing new for Metro. The Montreal-based company, which boasts a network of more than 1,600 stores across grocery, pharmacy and specialty retail, has been in the loyalty game for years with various offerings that have included coalition efforts like Air Miles, local programs such as Thunder Bucks, as well as its original Metro & Moi program, which launched in 2010 at Metro locations in Quebec.
“From a value perspective, for customers, it was a very fragmented approach,” says Tadros of Metro’s previous loyalty effort. The company’s acquisition of the Quebec-based Jean Coutu pharmacy chain in 2018 prompted a rethinking of loyalty within the organization. “We looked at Jean Coutu; they had an Air Miles program as well [Metro Ontario also offered Air Miles] with declining metrics,” says Tadros, “So, we said, OK, well how do we now bring all of this together?”
Focusing on the Quebec market first, where it had strong household penetration with its leading brands, and guided by the belief that its loyalty offer would be stronger under one program, Moi was launched in May 2023 across banners Metro, Super C, Première Moisson, and pharmacies Jean Coutu and Brunet—about 900 stores in all.
The consolidated approach received a positive response in the province; within its first few months it grew to 2.7 million loyalty members. The 2024 Leger WOW Survey ranked Moi as the most widely used loyalty program in Quebec, with 79% of Metro customers actively engaging with it. Metro knew 70% of its customers were already cross-shopping more than one of its banners, so now the opportunity to earn and redeem points across the network was a valuable proposition.
“We’re still getting tens of thousands of subscriptions in our loyalty program [in Quebec] every single week, which speaks to the relevancy of the program and how it resonates with the market,” says Tadros.
Building on the learnings and success of the Quebec program, Moi Rewards launched in Ontario last October. In addition to rolling it out to its conventional grocery stores, the program became the first-ever loyalty program for its Food Basics discount banner. The program was an instant success in the province, acquiring one million Moi Rewards members in less than three weeks of launching.
“And today, in both markets, we’re over 4.2 million active members,” says Tadros, emphasizing the word “active” and noting it’s a key metric that indicates customers are actually using or “swiping” their cards to collect and redeem points.
“We brought it under one [program], which now gives us the ability to really leverage loyalty across our banners, ensuring we’re bringing more value to our customers,” says Tadros.
UP CLOSE AND PERSONAL
Personalization, an ongoing priority in loyalty strategies, is perhaps even more crucial today—a time when value-driven customers, grappling with the high-cost of living, have more choice than ever on where to shop. And today’s consumers are demanding more personal treatment from retailers. According to Canadian Grocer ’s 2025 GroceryIQ Study: Taking Stock of Grocery Shopper Attitudes and Behaviours , personalized offers rank among the most valued features of grocery loyalty programs, behind reward points, exclusive discounts and cashback perks.
Metro is pursuing its ambition of becoming the most personalized loyalty program in Canada by building on long established foundations. “We’ve been doing personalization as far back as 2010,” says Tadros, noting that with the early Metro & Moi program, personalized coupons were directly mailed out to members along with rebate cheques every few months. Today, he says, Metro has the capability to send out more than one billion emails a year—with personalization embedded in each of these communications.
Personalization science has advanced to a point, Tadros explains, where loyalty data can be mined to enable Metro to meaure and track about 150 different customer attributes such as shopping frequency, basket composition, product purchase frequency, price sensitivity, lifestyle segments and coupon usage. It even provides a lens on things like whether the customer is buying Canadian products. Metro can then activate against these attributes and ensure it is targeting customers with the most relevant offers.
“It’s not Big Brother,” Tadros emphasizes, noting that data used is anonymized and doesn’t recognize individuals. “We see a number, a customer identifier that’s then anonymized and then brought into segments that we can target.”
Artificial intelligence is embedded in the tools used to analyze the data and then, based on that data, enables Metro to execute personalization on one front—the right offers in the right channels—and on the other front, Tadros says it allows the company to make better business decisions. For instance, based on this data, merchandising teams are better able to determine things such as the appropriate assortment based on what customers are buying, appropriate pricing and appropriate promotions.
The approach also allows Metro to help its CPG partners to better target customers. “Not to sell the data, but to allow them to be able to make the right offers … and use us as a media today to reach those customers,” says Tadros, adding it’s a more effective, measurable tactic than trying to reach consumers via traditional media such as television, radio or billboards that may not yield the same return on investment.
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THE NEW AI-POWERED GROCERY STORE
From inventory management to personalized offers, artificial intelligence is shaping the future of grocery retail
By Rebecca Harris
THERE’S A NEW store manager in grocery retail, but you won’t see them walking the floor, chatting with customers or putting up displays. Instead, this manager works behind the scenes, quietly analyzing data and optimizing operations. They can spot when bananas are running low before anyone else notices, adjust stock based on the weather and peak shopping times, and predict when a customer is likely to need coffee and eggs. This isn’t a person, though—it’s artificial intelligence (AI). And while this technology may be invisible, it’s becoming a central figure in grocery retailers’ operations.
As retail analyst Bruce Winder, president of Torontobased Bruce Winder Retail says, AI is a “significant gamechanger” for the grocery sector—for two key reasons. “One is that the grocery industry is low margin, and one of the benefits that AI offers is operational efficiency,” he
explains. “[Applications such as] supply chain forecasting and replenishment can save real money in an industry that’s low margin. The other reason is the ability [it gives retailers] to engage with customers at a deeper level, which increases sales and margins.”
Like the early days of e-commerce, this new AI-driven world promises exciting, transformative opportunities for the grocery sector. “It’s almost limitless in terms of the efficiency that AI can offer—if you have the time and resources to do it,” says Winder.
And not to worry—it won’t replace actual store managers. “AI, to me, is a human second brain,” says George Minakakis, founder and CEO of Inception Retail Group and author of Predictive Leadership: How Humans and AI Will Transform Organizations, Innovation and Competition. “For anyone in retail, it’s going to enhance
weight and appearance. And if a customer tries to “stack” two products in an attempt to just pay for one, spatial technology will detect both.
Personalization becomes even more personal
While AI is driving efficiencies behind the scenes, it’s also reshaping how retailers interact with customers directly, ushering in a new era of hyper-personalization.
How is this achieved? According to global consulting firm Bain & Company, today’s leading retailers are pairing traditional AI with generative AI. This powerful combination not only recognizes patterns in unstructured data, but also analyzes complex data in real time to create personalized content—everything from targeted ads to product recommendations. As Bain puts it, this enables “scalable, adaptable personalization that gets smarter with each interaction.”
Armed with these capabilities, retailers can create more detailed and accurate customer segments, produce vast amounts of content at speed and identify customer preferences on an individual basis. The results speak for themselves: Bain reports that early trials have shown a 10% to 25% increase in return on ad spend for targeted campaigns. And consumers aren’t shying away from it. In a recent Bain survey, more than half of shoppers agreed that generative AI-powered personalized recommendations will be valuable when shopping online.
This kind of hyper-personalization is already in play for retailers such as Walmart. Last year, the company began testing a GenAI-powered shopping assistant in its mobile app, designed to guide customers from browsing to purchasing. The assistant is part of Walmart’s suite of GenAI-powered shopping capabilities, such as GenAI Search, which allows customers to make requests in their natural language—whether they’re planning a party or in need of newborn baby supplies—and Walmart quickly generates a list of relevant products.
Walmart is also using AI to personalize the online shopping experience, customizing each shopper’s homepage based on their preferences. The company said a full U.S. rollout is expected by the end of this year, with plans to expand the technology to Canada and Mexico.
To further enhance personalized shopping, Instacart recently launched Smart Shop, an AI-powered tool that makes grocery shopping more intuitive and tailored to individual preferences. Smart Shop uses advanced machine learning to understand customers’ shopping habits and identify patterns in their preferences. It then combines that understanding with generative AI, enabling people to effortlessly discover products that meet their unique preferences. “For instance, if you’re focused on heart-healthy snacks, low-carb baking ingredients, or high-fibre options for meal prep, Smart Shop surfaces these products quickly and effortlessly,” explains Danker.
For retailers, Danker says these innovations foster stronger customer engagement and satisfaction. “AI-driven personalization ensures that consumers can quickly locate the right products at their favourite stores— turning first-time shoppers into loyal customers.”
Looking ahead, retail expert Conway says generative AI will handle even more “low-touch” interactions; for example, questions around product availability and pricing. “That’s going to start to elevate the customer experience because your team is going to be focused on higher-engagement experiences with customers versus being consumed with the low touch, low engagement [tasks] … I do see GenAI being far more focused on the customer side versus the back end or operational side.”
Barriers and best practices
As promising as AI may be, it’s not without challenges. “One of the key challenges retailers have is information overload—you can be overwhelmed,” says Winder. “If you have literally trillions and trillions of data, how do you use it? How do you create meaningful insights that are actionable?”
Winder advises grocers to start small. “Don’t bet the farm on it. Dip your toe into it and test AI in a few areas to see if it makes meaningful progress for your business and it delights your customers,” he says.
While cost may be another barrier, Winder notes that prices will likely fall as AI becomes more widespread. “Like most things in technology, the more innovation there is, and the more companies use it, the lower the cost for users.”
Grocers must also be mindful of consumer trust and transparency, especially when it comes to their data. “You have all this information about consumers from their search history, their previous purchase and even their personal life and social media,” explains Winder. “You have to be careful with your relationship with the consumer and not abuse it.”
That said, Winder believes consumers aren’t just OK with AI in retail—they expect it now. “If they start to see offers that aren’t relevant to them, they get frustrated. There’s not a lot of patience for that now.”
In fact, he envisions a future where grocers can use AI to predict what customers need to add to their shopping lists. “When you’re running low on something, you might get a reminder from AI saying, ‘don’t forget to get milk’ based on your previous consumption habits,” explains Winder. “AI is all about having a friend or an assistant who is always there to tell you what to do next and to make your life easier.”
Inception Retail Group’s Minakakis envisions a future where consumers can interact with grocers’ AI tools directly, for example, placing orders through simple conversations. “I think that’s the ultimate in personalization and convenience,” he says. “We’re not there yet, but we’re going there.”
This aligns with his prediction that in 10 years, consumers will be living a vastly different paradigm, much like the one brought on by smartphones. “[Smartphones] came out in 2007 and by 2010, we couldn’t put them down,” Minakakis says. “I believe the same thing is going to happen with personal AI systems. They’re going to become a part of our lives and we’ll be wondering how we ever lived without them.” CG
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GRAND DESIGN
Canadian Grand Prix New Product Awards spotlight some of the most innovative products to hit store shelves in 2024
GRAND PRIX WINNERS WILL BE REVEALED JUNE 4
From easy-to-prepare sides and premium dressings to better-for-you snacks, product innovation ruled the aisles in Canadian grocery last year. Recognizing these accomplishments is the Retail Council of Canada (RCC) and its 32nd annual Canadian Grand Prix New Product Awards. More than 100 products have been selected as finalists.
“Canadian brands are pushing the boundaries of product development and packaging design. The emphasis on cleaner ingredients, collaboration and convenience speaks to a deeper understanding of consumer needs,” said Diane J. Brisebois, president and CEO, RCC, in a press release. “This year’s finalists are truly leading the way, forging more personal connections with their customers while continuing to innovate and stay ahead of the curve.”
A jury of 28 food and grocery industry experts evaluated food and non-food products based on innovation, taste, texture, consumer value and packaging. Here’s a look at this year’s finalists:
FINALISTS FOOD
AURORA IMPORTING & DISTRIBUTING
Aurora Cheeze Crispz cheese bites
Oven-baked and made with 100% premium Italian cheese that’s free of preservatives and high in protein, lactose free and gluten free, these bites are touted by its maker as a healthier, guilt-free snack.
CAVENDISH FARMS
Quick Crisp
Cavendish Farms’ Quick Crisp line includes Potato Tots, Onion Rings and Slim Steak Cut Fries that can be prepared in an air fryer in as little as five minutes or in the oven for only eight minutes.
Clover Leaf Tuna Salad
For a quick and healthy snack, a side or as part of a sandwich or wrap, there’s Clover Leaf Tuna Salad with quinoa or couscous. These tinned salads are preservative free and high in protein and fibre.
®’
Grand Prix Finalists
FINALISTS FOOD
COMPASS FOOD SALES COMPANY
Simply the Goodz Dried Mango with Tajín Chili Lime
This better-for-you snack combines the natural sweetness of dried mango with the bold, tangy flavour of Tajín Chili Lime seasoning. Crafted with clean ingredients and free from additives, it’s also gluten free and a source of calcium.
FARMERY ESTATE BREWERY
Auntie Bea’s Cold Brewed Teas
EARTH’S OWN
The Alt
Branded as “the dairy alternative that’s udderly delish,” Earth’s Own The Alt has a natural sweetness and a creamy, smooth texture that can be substituted for dairy milk in a one-to-one ratio. It’s easy to foam for coffee and has five grams of protein per cup.
MORE FOOD FINALISTS
A. LASSONDE
• Del Monte On Ice
AGROPUR
• Coffee Creamer
BURNBRAE FARMS
• EGGS2go!
• EGG Bakes!
• Naturegg Omega-3 Large Brown
Eggs Lunar New Year Pack
CAFÉ WILLIAM
• Sailboat Coffee - Colombia Anei
DEMPSTER’S SIGNATURE
• Dempster’s Signature Brioche
Style Gold Bread
FLORA FOOD CANADA
• Spreadable Dairy Free Becel
Plant Butter
• Violife Creamy Block
FONTAINE SANTÉ FOODS
• Fontaine Santé Dips with Boursin Cheese
FROMAGERIE L’ANCÊTRE
• Organic Grass Fed Cheddar
HAIN CELESTIAL CANADA
• Celestial Seasonings
A buzz-worthy collaboration—Farmery Estate Brewery and the BeeMaid Honey brand partnered on this non-alcoholic line of naturally sweetened, cold brewed tea that is available in Lemon, Peach and Blackberry flavours.
HANES HUMMUS
• Hanes Hummus
KRAFT HEINZ CANADA
• Heinz Pickle Ketchup
• Lunchables Snackables
LANTIC
• Lantic Maple Pouches
MANDY’S SALADS
• Mandy’s Dressings
MEDALLION MILK CO.
• Coffee Creamer
• Over the Moooon-Chocolate Milk Mix
Continued on page 41
GRAY RIDGE EGGS
Conestoga Farms Free Run Omega-3 + Lutein Eggs
These eggs come from free-run hens fed a diet that includes marigold extract—a natural source of lutein—and are enriched with omega-3. The Foodland Ontario stamp on the carton ensures they’re sourced from local farmers.
PROUD TO SHARE 15 PRODUCTS THAT MADE THE SHORTLIST
Being named among the finalists at the Canadian Grand Prix New Product Awards is a proud moment for our private brands—a recognition that reflects our continued focus on innovation, quality, and relevance for today’s consumers.
FINALISTS FOOD
JORDANS CEREALS
No Added Sugar Granola
Made with the brand’s signature toasted oat clusters, this granola features sultanas, cashews, almonds and hazelnuts. It contains no added sugar or artificial sweeteners, it’s high in fibre, made with whole grain oats and is Non-GMO Project verified.
NON-FOOD FINALISTS
BURNBRAE FARMS
• Terrabrae Eggshell
Soil Enhancer
CARLTON CARDS
• Magic Moments
HAIN CELESTIAL CANADA
• Live Clean Men’s 2-in-1 Body
Wash & Shampoo
• Live Clean Sheer Mineral
Sunscreen Lotion
KRUGER PRODUCTS
• Scotties Ultra Soft
Made with three soft layers, Scotties Ultra Soft is a larger facial tissue for more absorbency. Hypoallergenic and dermatologist-tested, these tissues are made in Canada and are available in box designs inspired by the latest decor trends.
This line of shelf-stable, premium dressings and marinades is free from artificial preservatives, flavours and colours and comes in eight flavours including Pomegranate Zaatar, Honey & Shallots, Miso Lime Ginger and Cucumber Greek.
MOLSON COORS BEVERAGE COMPANY
Madrí Excepcional
After launching in the United Kingdom in 2020, Molson Coors introduced Madrí Excepcional— its first collaboration with La Sagra brewery near Madrid—to Canada. The company describes it as a “crisp, smooth and refreshing” modern Spanishstyle lager with 4.6% ABV.
MONDELĒZ CANADA
Cadbury Golden
Made with sustainably sourced cocoa, Cadbury Golden combines rich white chocolate with a caramel twist and a melt-in-yourmouth texture.
MORE FOOD FINALISTS
Continued from page 39
MIMI FOOD PRODUCTS
• Gourmet Pizza Express - Pizza Dough Balls
MLW FOODS
• Combo Wong Wing MOLSON COORS BEVERAGE COMPANY
• Simply Spiked
MONDELĒZ CANADA
• Chips Ahoy!
• Crispers
• OREO
• Ritz Baked Chips
PEPSICO FOODS CANADA
• HAVOC Snacks
POPTASTIC
• Poptastic
PURDYS CHOCOLATIER
• Vegan Dark Chocolate Collection WAFU
• Wafu Japanese Dressing
WK KELLOGG CANADA CORP.
• Kellogg’s Mini-Wheats
Low Sugar Cereal
OGGI FOODS
Napoletana
Oggi’s Artisan Gluten-Free Pizza Crust is crafted with people who have gluten sensitivities or allergies in mind. Made from a blend of non-GMO, gluten-free flours, this light, crisp and chewy crust is the result of years of dedicated research.
FINALISTS FOOD
TOOTSI IMPEX
Yupik
PEPSICO FOODS CANADA
Munchies Snacks
Following two years of consumer research and product development, Munchies—the Hostess potato chip brand that was popular with consumers in the ‘80s and ‘90s— made its return in 2024.
Yupik’s Retail Collection—a new line of signature snacks from a family-owned Canadian company. This thoughtfully crafted assortment blends sweet and savoury glazed nuts and mixes in nostalgic and innovative flavours.
WELLNESS NATURAL
SimplyProtein RestaurantStyle Protein Tortilla Chips
SimplyProtein has ventured into the savoury snack category with its restaurant-style protein tortilla chips—made with corn, pea protein, organic sunflower oil and other ingredients. They’re available in Sea Salt, Hint of Lime and Hint of Habanero. CG
PRIVATE LABEL NON-FOOD
FEDERATED CO-OPERATIVES LIMITED
• Co-op Gold Dog Cookies
LOBLAW COMPANIES LIMITED
• President’s Choice Honeycomb Clad Cookware
METRO
• Personnelle Baby Teether
• Personnelle Lubricated Latex Condoms
• Personnelle Thermal Plush Toy
• Personnelle Weighted Plush Toy
• Selection Air Fryer Parchment Paper Liners
PATTISON FOOD GROUP
• Only Goodness Saffserene Mood Support
PET VALU CANADA
• Performatrin Culinary Gently Cooked
REXALL PHARMACY GROUP
• Be Better Collagen Peptides
• Be Better Elbow Compression Wrap - One Size
• No Name Naturally Imperfect Strawberries These fresh strawberries are practically imperfect in every way. Delivering on taste and quality in all shapes and sizes, but at a lower price point than traditional options, No Name Naturally Imperfect Strawberries provide access to healthy, fresh foods, while also reducing food waste.
Featuring bite-sized pieces of chicken tenderloin wrapped in crispy bacon and marinated in hot honey and chili sauce, these bites help customers take their appetizer game to the next level, at an affordable price.
• Irrésistible Asian Frozen Meals
• Irrésistible Beef Bavette
• Irrésistible Chicken Ramen
• Irrésistible Christmas Confectioneries
• Irrésistible Mousse Cakes
• Irrésistible Old-Fashioned Potato Chips
• Life Smart High Fibre Snack Bars
• Life Smart Naturalia Oat Beverages
• Life Smart Organic Kombucha
PATTISON FOOD GROUP
• Western Family Greek Yogurt Bars
• Western Family Korean-Style Fried Chicken Bites
• Western Family Mayonnaise Style Dressing
• Western Family Signature Mini Crisps
REXALL PHARMACY GROUP
• Be Better BCAA Sport Workout Supplement
SOBEYS
• Chalo! Dahi Plain Yogurt
• Compliments Breaded Pickle Spears
• Compliments Mistletoe Wish Muffins
• Compliments Peanut Butter Spreads
• Compliments Pub Mix Snack
• Compliments Salsa
• Compliments Stone-Baked Flatbreads
• Panache Milk Chocolate Bark
Aisles
THE HEAT IS ON
Grilling season is soon underway and there’s potential beyond traditional fare to spark sales growth
By Matt Semansky
a s outdoor temperatures start to climb, Canadians look forward to one of the most cherished times of the year: summer grilling season. As reflected in a 2024 survey from Caddle in partnership with Dalhousie University’s Agri-Food Analytics Lab, 42% of Canadian consumers fire up the barbecue more than once a week in summertime. From quiet solo meals to family gatherings to full-on parties, the long days and warm weather offer plenty of opportunities to cook, eat and entertain outdoors.
As usual, grills across the country will be aflame with the standard burgers, steaks, chicken breasts, pork chops and hot dogs this summer. But, changing demographics, a more informed and adventurous consumer base and the influence of social media (Asian cucumber salad, anyone?) are introducing more diversity to our collective palate.
Cuts of meat beyond the “big three” of chicken, beef and pork will find their way to dinner plates in the coming months, as will sauces, condiments and
dips inspired by culinary cultures from around the world. And innovative new variations on classic cocktails will join the staples of beer and wine in washing those meals down.
All of this will take place against the backdrop of a global economic environment that is best described as “uncertain.” With the U.S. government engaging in a cycle of applying and pulling back on aggressive tariffs, the availability and cost of food products is difficult to predict. In turn, the trade battle has inspired a wave of patriotism among Canadian consumers.
These circumstances may bring a proudly Canadian vibe to summer gatherings—particularly on the Canada Day (July 1) holiday that kicks off the season.
“We’ve been thinking of the mechanical effects of tariffs, but there’s also an emotional context in which the tariffs are applied,” says Joel Gregoire, associate director, food and drink at Mintel. “I imagine the level of patriotism this year will be off the charts compared to previous years, and I wonder if there’s an opportunity for
SUMMER ENTERTAINING
Aisles
retailers to make a push on celebrating what it means to be Canadian.”
Gregoire isn’t certain whether this pride will be reflected in choosing traditional barbecue fare or embracing Canada’s diversity with globally inspired recipes. What he does know, based on a recent Mintel survey, is that shoppers across the nation say they are more likely to buy food and drinks made in Canada. With this buy-Canadian mindset permeating the atmosphere as citizens fill their propane tanks and gather their coals, here are some key trends that will drive outdoor entertaining this summer:
THE WORLD COMES TO CANADA
Flavours from all corners of the world have made their way into Canadian diets for decades—and that trend shows no signs of stopping this grilling season. After all, it’s not like North Americans have the market cornered on cooking over an open flame for large groups of family and friends.
According to research from Ipsos FIVE, Canadian consumers are adopting a mindset of exploration when it comes to food preparation, with generation Z and millennial shoppers more inclined to try new ideas from multiple cultures. For the barbecue, specifically, Ipsos reports the flavours of Greece, Italy, Thailand and the Caribbean are particularly popular.
Innova Market Insights, meanwhile, has documented a rising consumer interest in Spanish and Korean cuisine, while Gregoire cites a heightened interest in flavours from Africa. Zooming out from country of origin to look at trending flavours more broadly, Innova’s research suggests smoky and chili flavours are having a moment.
When planning for summer entertaining and backyard gatherings, consumers, retailers and manufacturers have the world in their hands. “For the past couple of years, the rising popularity of ethnic and global flavours has been a popular trend in Canada,” says Lynne Strickler, senior director, head of brand management & commerce marketing, Canada for Conagra. “Consumers are eager to explore diverse and adventurous tastes.”
This sense of adventure is driving innovation for Conagra’s array of sauces— more on that later—as well as retailers’ presentation of grilling options. Mari Loewen, culinary consultant for Toronto
grocer Summerhill Market, says inspiring customers can be a matter of putting a different spin on the familiar.
“We always begin with classics, but build on them in ways that feel fresh, nostalgic and elevated with the best-quality ingredients,” says Loewen. “This summer, for instance, we’re doing apricot-glazed back ribs that you can throw on the barbecue or heat in the oven.
“We’re also testing more elevated comfort food, like a fabulous red wine–braised short rib and osso bucco.”
SPECIAL SAUCES
The simplest way to enhance a meal is through sauces, dips, condiments and dressings. Accordingly, the influence of global flavours is, perhaps, most evident in the wide assortment of these items available in grocery aisles.
“There is a surge in demand for sauces and condiments that bring international cuisines to consumers’ kitchens,” says Strickler. “Our team saw notable growth for Asian flavours last year, specifically Indian and Japanese food, and we expect this to continue into 2025.”
Strickler mentions Indian favourites such as tikka masala, butter chicken and a variety of chutneys, which bring bold taste profiles. She adds that staples of Japanese cuisine, such as teriyaki, soy and miso, are also becoming staples in Canada.
“Looking ahead, we anticipate continued interest in Southeast Asian flavours, such as Thai and Vietnamese, which offer a balance of sweet, sour, salty and spicy elements,” she says. “Additionally, we are seeing a trend towards multifunctional products. Consumers appreciate condiments that can be used in various ways, from marinades and stir-fry sauces to dips and dressings.”
According to Strickler, Conagra’s P.F. Chang’s Sweet and Sour Sauce, which launched in 2024, addresses this desire for versatility, given it can be used as a marinade, a salad dressing and a dipping sauce.
Teresa Spinelli, owner of Alberta’s Italian Centre Shop, has also witnessed the rise of international sauces. Specifically, she notes the popularity of Middle Eastern-style yogurt-based sauces, flavoured aioli and South American chimichurri.
Even ketchup, arguably the most traditional of North American condiments, has received a global glow-up. “Global ketchups are popular all year round,” says
Spinelli. One example is Gouda’s Glorie Curry Ketchup, available at the Italian Centre Shop.
A SIDE OF CREATIVITY
Regardless of the main course, side dishes represent another opportunity to liven up the summer dining occasion. And, once again, global cuisines are shaping the trends.
Michelle Slabodnik, assistant brand manager, marketing at Summer Fresh, says her company’s forthcoming Summer Entertaining Guide will feature hummus and tzatziki salad platters, homemade tacos and mezze boards. She adds that Mexican, Mediterranean and Korean flavours are influencing a trend towards “swicy” blends of sweet and heat.
“These trends are all about bold flavours and convenience, and our products are designed to bring those flavours directly to the table with minimal prep time,” says Slabodnik, who points to this spring’s launch of Mango Sriracha Hummus as an example of Summer Fresh’s product innovation.
Like many others, Slabodnik identifies gen-Z consumers as the champions of spiciness. But, she is quick to note the importance of other behavioural drivers for this cohort. “This generation values authenticity, sustainability and healthy eating, and they’re seeking food that nourishes both their bodies and communities,” she says. And in our current economic and political climate, it certainly doesn’t hurt that Summer Fresh is a Canadian-owned brand.
Spinelli, meanwhile, has been tracking a trend towards grilled fruit. She says her customers have been dressing it up in unexpected flavours. “Fruit with different rubs has been popular for a couple of years,” says Spinelli. “Usually it’s something spicy, which you don’t normally associate with fruit. A spicy rub on pineapple or peaches.”
Strickler says Conagra’s line of VH and P.F. Chang’s sauces work just as well for vegetables as they do for meats, and P.F. Chang’s Teriyaki sauce makes an especially tasty marinade for grilled pineapple.
“For dips and side dishes, we’re loving Middle Eastern influences right now,” says Loewen of Summerhill Market. “We’ve done a whipped feta dip with Aleppo pepper and pine nuts. We also worked hard to perfect a sweet pea spread
topped with cold-smoked Macedonian feta, topped with a smoky chipotle and smoky Spanish paprika.”
FRESH CUTS
Chicken, beef and pork remain Canada’s big three of barbecue meats, and that’s unlikely to change anytime soon. “People tend to stick with what they know,” says Mintel’s Gregoire.
That said, adventure-minded consumers are showing interest in a handful of cuts from beyond the typical summer entertaining menu. Elk, bison, venison and goat are emerging sources of culinary intrigue, and Gregoire notes that a significant number of Canadians already cook duck.
“It feels like people are looking for more non-traditional things,” says Spinelli. “They’re also looking at alternative woods and coals that give off different flavours, like hickory.”
Both Gregoire and Spinelli acknowledge these more exotic cuts of meat won’t be for everyone—and that retailers will need to consider the education factor for both store employees and consumers.
“A lot of our customers are foodies, so they might know [how to prepare non-traditional meats,] but a lot of people wouldn’t,” says Spinelli. She notes that lamb and goat lead the way as the fastest-emerging meats outside the big three and names bison sausages as a
Selling summer
popular recipe among her patrons. “And you have to give the opportunity to both kinds of people.” Spinelli says this could mean sharing information via QR codes or recipe cards.
COCKTAIL HOUR
Cocktails have always been associated with celebration and a backyard bash is no exception. Each passing year brings more beverage options for outdoor entertaining, from tried and true blends to an elevated spin on the traditional.
The market for cocktail mixers is experiencing robust growth, with projections indicating it could reach US$17.60 billion by 2030, expanding at a compound annual growth rate (CAGR) of 6.8%, according to Grand View Research.
The summer entertaining season is a crucial selling period for retailers and manufacturers. And if this year’s hot months will be served up with a generous dash of Canadian patriotism, that only presents more opportunities for creative merchandising.
“The framing under which you promote what you’re selling as a retailer is where you’ll see more of a difference,” explains Joel Gregoire of Mintel. “If I was in charge of marketing and merchandising, that’s what I’d be doing.”
Italian Centre Shop’s Teresa Spinelli expects to put extra emphasis
“Consumers are increasingly drawn to premium and artisanal options that promise unique flavour profiles and high-quality ingredients, reflecting a trend towards sophistication and quality in-home bartending,” explains the market research and consulting company.
Spinelli says popular new tastes in the beverage space include hibiscus, ginger and lime. “We have tons and tons of ready-to-pour craft mixers, tons of non-alcoholic beverages. Every day there’s always more.”
Toronto-based La Presserie, which is known for its cold-pressed, plant-based juices, smoothies and dressings, has a line of fresh-frozen cocktail mixers made with raw cold-pressed fruits, vegetables and herbs in Mojito, Margarita and Strawberry Daiquiri varieties. And Fever-Tree offers tonics in Mediterranean, Elderflower and Light Cucumber flavours.
Even enduring drink staples such as the Caesar are expanding their range. Andrea Campbell, brand manager for Mott’s Clamato, says her company’s line of ready-to-drink Caesar mixes now includes seven different options, including Mott’s Clamato Original Light, which launched in 2024, and Extra Spicy and Pickled Bean flavours.
“Canadians are changing and so are their desires,” says Campbell. “People seek experiences and they crave something that delivers on taste.”
on Canadian-made products. She says her customers are deeply interested in the people behind the products she sells, especially if those people are Canadian.
“I think it’d be great if we had a locally made shelf, with different sauces and dressings and rubs and condiments that are Canadian,” she says. “We do lots of demos here and often invite the producer or someone from their company to lead the demo.”
But leaning into Canadiana is just one of many aspects of marketing and merchandising for the season. “Seasonal occasions like summer entertaining are integral to Conagra and allow us to connect with consumers and meet their needs effectively,” says Lynne Strickler of Conagra, which is planning an extensive marketing campaign under the banner of “Make Summer Simple.”
“To effectively merchandise our products, the campaign will include a variety of marketing tactics with leading grocers, including in-store sampling across Canada, influencer content, offsite and onsite store banners, e-blasts, in-app features, coupon offerings and more.”
For Michelle Slabodnik at Summer Fresh, a key aspect of merchandising is showcasing how her company’s products fit in the overall outdoor entertainment equation. “We collaborate on strategic in-store placements and cross-merchandising to ensure our products are part of a complete meal solution.”
OREO
SOUR
Terrabrae™
Global food and beverage launches tracking a natural sweetener increased by 7% between 2020 and 2024, according to Innova Market Insights. More than half of the launches contained stevia, a non-caloric extract from the leaves of a shrub native to Paraguay and Brazil.
While smaller slices of the pie, other natural sweeteners are gaining share. These include manuka honey—produced by bees in New Zealand and Australia—and agave nectar or syrup, derived from the blue agave plant native to Mexico. “As consumers seek sugar alternatives, natural sweeteners beyond stevia are gaining popularity—not just for their sweetness, but also their functional benefits,” says Lu Ann Williams, global senior vice-president, research and co-founder at Innova.
Natural Sweeteners Four things to know
4 REWRITING RECIPES, NATURALLY
Natural sugar alternatives are gaining greater prominence in the baking aisle. Nature’s Emporium carries several options, including manuka honey from Wedderspoon. The Ontario-based health food grocer also features the product, in addition to maple syrup, as a sweetener in some of its café menu items such as protein bowls, smoothies and teas.
“Manuka honey has a richer flavour than traditional sugar, which has a simple one-dimensional sweetness,” explains Gina Nagel, holistic nutritionist and events co-ordinator at Nature’s Emporium. This honey may also support gut health and reduce inflammation.
2 A HEALTHIER SWEET SPOT
NanaPops, a vegan ice cream bar brand, uses organic bananas as the base for all its flavours, from mango to pistachio and strawberry, because of the fruit’s naturally high sugar content. To ensure a consistent sweetness, however, organic agave is added. “When you’re manufacturing at scale, the bananas vary in sweetness from batch to batch,” explains Yazeed Yasin, co-founder and CEO of Toronto-based Nanashake, the maker of NanaPops. “Of all the natural sweeteners, agave has one of the lowest glycemic indexes in addition to antioxidant properties with trace amounts of vitamins and minerals. It also has a very neutral flavour.”
Terry Samaroo, director of grocery at Nature’s Emporium, is seeing more natural sweeteners added to beverages. “There are also many ‘healthy’ food brands that are switching from cane sugar to agave, honey, coconut sugar or date sugar to appeal to health-conscious consumers.”
Natural sweeteners—honey, maple syrup, agave and monk fruit—offer nutritional benefits and antioxidant properties. Driven by an increase in healthy eating and the declining popularity of artificial sweeteners, the market is projected to grow at a CAGR of 7.9% in North America to reach a production value of US$965 million in 2032, estimates Research and Markets.
3 LOCATION, LOCATION, LOCATION
A 2023 pilot with Longo’s placed NanaPops in a 5.5-cubic-foot freezer next to bananas in the produce section of three stores. “Even though it was winter, we saw a 500% spike in sales,” says Yasin. Freezers of NanaPops are now in the produce departments of six Longo’s, four Sobeys, eight Healthy Planets and three Nature’s Emporiums.
Halifax-based Made with Local, which sweetens
The grocer provides customer education around natural sweeteners with recipe integration. Nature’s Emporium has also conducted in-store demos with the likes of Liva Date Sugar and Dutchman’s Gold honey. “We demonstrate how to use them in everyday meals through an in-store demo or Instagram post,” says Nagel.
its snack bars (available in flavours such as Peanut Butter Blondie and Coconut in the Dark ) with honey harvested from Ontario and Alberta, is seeing robust sales near checkout, a recent position for the brand.
“Some stores have swapped out a few boxes of U.S. confectionery for healthier, more naturally sweet, Canadian-made options including our brand,” says Made with Local founder Sheena Russell. “We’ve been absolutely crushing it.”
Express Lane
OMNIPRESENT
To remain competitive, grocers need crosschannel marketing to meet customers
anytime, anywhere
By Kristin Laird
MORE AND MORE, customers are moving across channels—in person, online, through social media and apps—to buy what they want, when they want. But, too often, the shopping experience across both digital and physical platforms doesn’t align. This is where a solid omnichannel marketing strategy comes into play. We asked Jason Dubroy, founder of The Commercy, a connected commerce consultancy based in Toronto, for advice on this and more. This interview has been edited for clarity and length.
What challenges do grocers face when implementing an omnichannel strategy?
The first is balancing inventory management and supply chain complexities. Since the pandemic, more people are buying groceries online, but profit lags due to high fulfilment expenses. The second is working with legacy system limitations that can’t sync real-time data across multiple e-commerce engines, mobile apps, in-store and retail media feeds. The final—and potentially the biggest—challenge is the human one: how can you compete against expectations? Shoppers today have been trained to expect free shipping, same-day delivery and real-time stock visibility at store level, which many retailers struggle to get right, even today.
With brick-and-mortar stores still being the primary sales channel, how can grocers keep tech-savvier customers engaged?
The simple insight is tech-savvy shoppers crave digital convenience. Keeping
that in mind, there are three areas to focus on. One, making physical stores smarter. We are already seeing some retailers display real-time pricing and recipes—boosting engagement. Two, they’re bridging digital and physical to push aisle-specific deals to customers when they’re near relevant products. Three, the key is to create live experiences, not just transactions. Some host Instagram-worthy cooking demos that can convert to sales, others turn stores into community hubs with free Wi-Fi and charging stations. I think too many grocers still treat online and offline separately. At the end of the day, shoppers don’t want cold automation, they want what they want, but faster and more fun.
How do grocery stores ensure a seamless customer experience across all channels, especially given supply chain challenges?
[Grocery] leaders are making smart moves: some use AI (artificial intelligence) to predict shortages before they happen, some sync inventory across online and [physical] stores so what you see is actually in stock, and some text you when they have to make substitutions with a decent explanation rather than a lame apology. [But], there are still pain points, like getting a valuable digital coupon only to find the item is nowhere in store.
Here’s where I think Canadian grocers can shine: blending tech with a personal touch. Some retailers handwrite substitution notes that make customers smile … it’s not about having the fanciest tech,
it’s about using what you’ve got to make shopping feel human again.
How can grocers use cross-channel promotions to boost customer retention? Canadian grocers need to get surgical with promotions, using data to weave personalized experiences that feel effortless, whether shopping online, in-app or in-store. Think syncing digital coupons automatically at checkout, or geofenced app alerts nudging you with aisle-specific deals on your usual buys. The winners will layer AI-powered recommendations with phygital gamification. I don’t think it’s just about slashing prices—smart grocers are turning surplus inventory into hyper-local flash sales, letting brands target high-intent shoppers through retail media.
How do you see the role of social commerce (e.g., shopping via social media) evolving in Canada’s grocery industry?
This is the next big thing of next big things. We all know TikTok drives impulse buys from #ViralSnacks to #SupermarketTourism, but only 4% of Canadians currently shop for groceries via socials, far behind the U.S. and even farther behind Asia. High delivery fees are the obvious barrier in this country, but it would be great to see how grocers could leverage TikTok trends like #MealPrepIdeas to drive traffic to in-store “viral item” endcaps, a tactic Whole Foods uses in the U.S. CG
