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THE INDIE EDGE
Several year S ago, I had the chance to interview Tom Barlow, then head of the Canadian Federation of Independent Grocers (CFIG). At the time—this was the pre-COVID era—gloomy predictions about the future of physical retail were widespread. Independent grocers were facing plenty of challenges, but when I asked about the outlook for the industry, Barlow was quick to respond: “Everyone says how tough the industry is. I’ve been in it almost 40 years—it has always been tough,” he said. “What you have to do is ask: what are the opportunities?”
That mindset is alive and well at B.C.based Stong’s Market. For this issue’s cover story, we caught up with the company’s president, Brian Bradley, an indie grocer who is most definitely seizing opportunities for his business. Bradley is expanding and branching out with new concepts all the while leaning into what makes the near century-old business special—a relentless focus on local and deep community engagement. Indeed, Bradley—who is also CFIG’s incoming chair—believes the best way for independents to thrive today is to “stay in their lane,” lean into what they do best and focus on their communities. (Read the story on page 26.)
In the latest instalment of The Big Question, we ask independent grocers across the country how they’re navigating the challenge of rising food costs. With margins being squeezed, retailers must strike a delicate balance: protecting profitability while keeping food affordable for their customers. (Read their insights on page 15.)
Also in this issue, we bring you the inspring story of Good Protein founder Edward Lalonde (page 10). See how this Montreal-based entrepreneur turned a kitchen counter experiment into a fastgrowing plant-based protein brand that has found its way on grocery shelves nationwide—including at Costco, the very retailer Lalonde once had to turn down in what he calls his “hardest business decision.”
Costco opens warehouses in Newmarket, Ont. and Rimouski, Que. with fresh food and specialty departments
In late August, Metro’s Food Basics banner debuted a 22,000-sq.-ft. urban concept store in
OPENINGS
ADONIS MEDITERRANEAN MARKET has opened its 16th location—and first in London, Ont.—at 3245 Wonderland Rd. S. The 46,488-sq.-ft. store, Adonis’s second largest, features a new look for the Metro-owned banner and offers specialty Middle Eastern products, fresh produce, meats, pastries and prepared foods. The location marks the chain’s expansion beyond Montreal, Ottawa and the Greater Toronto Area.
Meanwhile, Metro’s discount banner FOOD BASICS opened its first urban-format store in Ottawa—its fifth location to open in the province in 2025. The 22,000-sq.-ft. store, which opened in late August, has all the hallmarks the grocer is known for: fresh meat and produce, hot BBQ chickens, locally sourced items and products from its private-label brands Irresistibles and Selection.
NO FRILLS has opened its first store in Sudbury, Ont. Creating approximately 60 local jobs, the store offers a wide variety of fresh fruits and vegetables, hot chickens prepared daily, along with freshly baked in-store sweet goods.
COSTCO WHOLESALE CANADA recently opened two warehouses: one in Newmarket, Ont. and its first in Rimouski, Que. Both locations feature expansive specialty departments—including fresh sushi, bakery, meat, produce, rotisserie chicken, optical and hearing aid centres, tire bays and
large food courts—as well as gas stations, ample parking and a wide selection of beer, wine, champagne and ready-todrink beverages.
Belleville, Ont. is getting its first HEALTHY PLANET. Opening in October at 290 North Front Street, the store will offer an extensive selection of organic and natural groceries, vitamins and supplements, sports nutrition as well as natural beauty, skincare, baby and pet wellness products.
A $200-million development, The Shoppes at Heritage, is opening next spring in LaSalle, Ont., near Windsor, with 250,000-plus square feet of retail space. Tenants include Food Basics, Shoppers Drug Mart, Tim Hortons, Dollarama, Pet Valu, a major-brand hotel and more.
Healthy Planet opens its first store in Belleville, Ont., offering customers a wide range of specialty health products
Ottawa
The new No Frills in Sudbury, Ont. is the banner’s first location in the city
The new Adonis in London, Ont. features meat, pastries and specialty Middle Eastern products
AWARDS/RECOGNITION
Nature’s Emporium has named Steve Hollingsworth as chief executive officer. He brings more than 20 years of experience in the health and wellness industry to the role, most recently serving as president of Toronto-based supplement maker Genuine Health. Hollingsworth succeeds co-founder Joe D’Addario, who will transition to chair of the board and continue to provide strategic oversight as the Ontario-based retailer enters its next phase of growth.
Nestlé Canada has appointed Chandra Nath Kumar as its new market head. Formerly president of Nestlé Nutrition U.S. and Canada, Kumar brings more than 27 years of experience across general management, marketing and finance, with leadership roles in the United States, Canada, Poland, Brazil and Switzerland. He succeeds John Carmichael, who has joined Kimberly-Clark as president, North America, where he will lead the company’s personal care, family care and professional businesses across the United States and Canada.
Coca-Cola has named Andy Buckingham as general manager of Canada, where he will focus on strengthening the company’s franchise system. Buckingham previously led Coca-Cola’s Middle East franchise operations, delivering three straight years of double-digit growth. He brings more than 20 years of experience in senior roles across Latin America, Asia, Europe and the United States to his new role.
The Canadian Federation of Independent Grocers (CFIG) announced Kruger Products CEO Dino Bianco is the winner of its 2025 Spirit of the Independent Award, handed out to individuals who have made significant contributions to the growth of the entrepreneurial spirit of Canadian grocers.
Meanwhile, Scott Lorimer, vice-president of sales at Campbell Company of Canada, is the recipient of CFIG’s Life Member Designation, recognizing individuals who have made a significant contribution to the Canadian food industry.
The recipients will be honoured during an awards gala on Oct. 29, as part of Grocery Innovations Canada in Toronto.
Canadian Grocer has been named finalist for The Folio: Eddie & Ozzie Awards in five categories:
Frozen seafood company High Liner Foods has promoted Kimberly Stephens as chief financial officer. She takes over the role from Darryl Bergman, who is leaving the Nova Scotia-based company to pursue new opportunities. Most recently, Stephens served as the company’s vice-president, finance and investor relations, a post she held for three years.
Mike Motz, who once served as president of Shoppers Drug Mart and as executive vice-president and chief merchandising officer at its parent company Loblaw before that, has been tapped to lead Walgreens as the drug retailer’s chief executive officer.
Aurora Importing & Edoko Food Importers has promoted Diana D’Elia from senior marketing director to vice-president, marketing and business development. In this role, D’Elia will lead the company’s market expansion initiatives and strategic partnerships.
• Full issue, B2B Retail: December 2024/January 2025 issue • Editorial Use of Data, B2B Retail: GroceryIQ Study: Taking Stock of Grocery Shopper Attitudes and Behaviours • Series of Articles, B2B, Food & Beverage: Generation Next Thinking • Design, Single Magazine issue: February 2025 • Feature Design: Tech Titans, May 2024
The 2025 awards will be handed out in New York City in October.
Canadian Grocer’s GroceryConnex conference will take place at Toronto’s Fairmont Royal York on Monday, Nov. 24 from 10 a.m. to 6 p.m. Join industry leaders and key decision makers for an inspiring day of keynotes, expert panels and networking.
Scott Lorimer
Joe D’Addario
Chandra Nath Kumar
Andy Buckingham
John Carmichael
Diana D’Elia
Mike Motz
People
POWERED UP
How Edward Lalonde turned a kitchen-counter experiment into a fast-growing protein brand
By Andrea Yu Photography by Chantale Lecours
W
hile working a S a personal trainer back in 2012, Montreal-based Edward Lalonde was also selling nutritional supplements and protein powders but found the options for protein powders were gritty and tasted terrible. So, Lalonde started thinking about developing his own shake formulation. In 2014, he transitioned to a job as a senior product manager for a ready-to-eat meal delivery company; but it wasn’t until three years later that Lalonde actively started developing a vegan protein shake recipe. He noticed growing interest in plant-based proteins and saw an opportunity in the market to create a better tasting shake.
Most plant-based protein powders are made from pea protein. So, Lalonde’s first task was to find the best pea protein out there. “I must have tried 300 different pea protein samples from North America, Canada, the States, Europe, China,” he explains. “It was all trial and error to find the one with the most neutral flavour and the best, smooth texture.” The same went for all the other ingredients in his shake, from prebiotic fibre to coconut milk powder and stevia. “Everything was from very humble beginnings, starting off with a small scale on my kitchen counter, scaling and weighing ingredients.”
It was a part-time venture alongside his full-time work as a senior product manager at a meal delivery company—it took him two years to develop his base recipe and four flavours for the official launch of Good Protein’s All-in-One Shake in 2019: Chocolate, Vanilla, Açai Berry and Tropical Fruit. That’s also when he quit his fulltime job to go all-in on his new venture.
Lalonde focused on direct-to-consumer e-commerce to start. It was a oneman show for the first three years as he worked to get his business off the ground. “It was just me packing all the orders, doing customer service and the purchasing,” says Lalonde. “I was working 80 to 100 hours a week. It was rough, for sure.” He was packing orders in his Montreal apartment and took over his parents’ garage, bringing orders individually to Canada Post to ship them.
The long days paid off. In 2022, Lalonde leaned heavily into digital marketing, such as Google and Facebook ads, and saw his business take off. That led to his first major buyer reaching out from Costco. “They told us they saw our ad on Facebook, and we were everywhere on
their feed,” Lalonde explains. But, knowing he was still in the early stages of the business, he didn’t feel confident about having the production capacity to fulfil that partnership. “I ended up deciding it wasn’t the right time,” he says, citing it as one of the hardest business decisions he had to make. Despite this, Lalonde saw the business grow 1,000% year-over-year between 2022 and 2023.
By 2024, after he built up an internal team and partnered with a food broker, Lalonde felt ready to enter the retail market. The first retailer he worked with was Avril Supermarché Santé, a natural food grocer in Quebec, where he launched in November 2024. “They’re still one of our best retailers today,” Lalonde explains. Then, the retail deals kept on coming. First, there were a few hundred Bulk Barn stores nationally in March 2025. Then, once Costco heard Good Protein was ready for distribution, the retailer called Lalonde again, and this time he was ready. In April 2025, his products launched in 70 Costco warehouses across the country and sold out after seven weeks. Next up was IGA and Sobeys, which sold Good Protein in 300 stores nationally as of May 2025. A launch at a yet-to-be-announced major retailer is planned for the fall of 2025. Currently, Good Protein products can be found in more than 2,500 stores across Canada, in addition to sales through Well.ca and Amazon, the latter of which accounts for up to 25% of the company’s sales.
Good Protein is no longer a one-man show. Lalonde now has a team of 50 fulltime staff. “To this day, I still wear a lot of hats,” he explains. “But I learned how to delegate and really trust a lot of my key people.” He’ll be leaning on those people even more as he’s got big plans for the rest of 2025 and 2026. He just launched High Protein Plant-Based Shake with 32 grams of protein in French Vanilla and Chocolate Milk. Coming up, Lalonde plans to introduce single-serving travel packs, based on consumer demand. And lastly, he’s hoping to expand outside of Canada and start selling internationally soon, too. Looking back, Lalonde feels proud of what he’s built and accomplished. He took a risk in starting the business, but if you ask him, there was no other option except to succeed. “For me, there was no Plan B,” he says. “I didn’t have anything to fall back on. I didn’t have a choice. I had to make it happen, and that’s what motivated me.” CG
30 seconds with …
EDWARD LALONDE GOOD
PROTEIN
WHAT DO YOU LIKE BEST ABOUT YOUR JOB?
Honestly, it’s really shaping the brand. I have this vision in my head of the exact type of brand I’ve been wanting to build, and we’re building it as we speak. That it’s an actual, relevant brand and a household name—that’s really what I love the most. Creating new products is a close second.
WHAT HAS BEEN YOUR BEST DAY IN THE BUSINESS?
Our first day of selling in retail and seeing my products physically on shelves in a grocery store. After five years behind a screen looking at numbers through a Shopify store, it was like a whole new world. It was a big moment for us.
WHAT’S THE HARDEST DECISION YOU’VE HAD TO MAKE?
Saying no to Costco back in 2022. That was very hard, but I still think that it was obviously the best decision.
WHAT’S YOUR FAVOURITE PRODUCT FROM THE LINEUP?
Our Peanut Butter flavour of the All-in-One Shake has been my favourite to develop and consume. But since we launched our 32-gram High Protein Shake, I’ve been having two or three of the high-protein French Vanilla shakes a day.
gen-Z workerS in Canada are now the least happy generation on the job, according to ADP Canada’s monthly Happiness@ Work Index. Their happiness dropped 0.3 points to 6.7 out of 10 in August, pushing this group (ages 18 to 28) from second place in July to the bottom of the generational rankings.
Boomers (61+) remain the happiest workers at 7.3 (up 0.2 points), followed by generation X (45 to 60) and millennials (29 to 44), both at 6.8. For Generation X, happiness rose by 0.2 points, while millennials remain unchanged.
So, why is generation Z trending downward?
“Several factors may be contributing,” says Heather Haslam, vice-president of marketing, ADP Canada, a provider of human capital management solutions. “Gen Z reported lower scores in recognition, support and work-life balance. These elements are critical to how younger workers gauge their value and place within an organization.”
Early in their careers, gen-Z employees prioritize growth, mentorship and skill-building, but many feel these needs aren’t being met. “Many are encountering limited access to training— especially in fast-evolving areas like AI and digital tools—creating a disconnect between their career expectations and the support they receive,” says Haslam.
The report, People at Work 2025 from ADP Research, reinforces this: only 21% of workers ages 18 to 26 feel they have the skills to advance, and just 22% believe their employer invests in the skills they need.
Chris Daniels WORKFORCE TRENDS
HAPPINESS SLIPPING FOR YOUNG WORKERS
Technology is also reshaping how generation Z learns and develops. The Happiness@Work Index found that 46% of Canadian workers use AI-powered tools, one-third use them daily or weekly, yet only 32% report receiving AI training, while 29% have none. “AI is transforming how we learn and grow,” Haslam notes. “AI training will likely become an important part of employees’ onboarding and professional development.”
Beyond technical skills, mentorship and clear career paths are essential. “Gen Z is highly attuned to growth potential, and they want to see clear, actionable paths forward,” says Haslam, noting regular check-ins, goal-setting sessions and access to learning platforms can help generation Z visualize their future within the company.
“For front-line and shift workers, it’s especially important to highlight how skills gained in current roles translate into broader career options,” she adds. “Employers should also consider leveraging digital tools to personalize development plans and make progress visible. When gen Z sees their growth is actively supported, it builds trust, deepens engagement and increases the ability to retain top talent.”
Recognition also matters to employees. “Leaders must take time to understand how their people prefer to be celebrated,” Haslam says. “Recognition is most effective when it’s specific, timely and authentic, as younger employees respond well to realtime feedback and visible appreciation for their contributions.”
Thank you to all our customers, team members and vendors for making this possible.
HOW ARE RISING FOOD COSTS IMPACTING YOUR BUSINESS?
Jamie Nelson President PATTISON FOOD GROUP
“Rising food costs impact nearly every part of our business—especially here in Western Canada, at the end of a long supply chain. With 110 years of innovation behind us, we’re finding creative ways to help mitigate these costs and reduce the impact on our customers. While we can’t entirely avoid passing some of these increases on, our commitment to doing what’s best for our customers and offering value remains as strong as ever.”
Joe D’Addario Chairman NATURE’S EMPORIUM
“Rising food costs are putting pressure on our business. Higher prices from suppliers make it harder to keep our margins while still offering the quality our customers expect. We’re also seeing some shoppers become more careful with their spending.
To adjust, we’re working on better sourcing, controlling costs and adding more value options so we can stay affordable without lowering our standards.
It’s about finding the right balance between keeping prices fair and running the business sustainably.”
Danny Brannagan CEO
GOODNESS ME! NATURAL FOOD MARKET
“Rising food costs have presented challenges, but they’ve reinforced our commitment to providing healthy, high-quality products. We’ve seen customers become more intentional, prioritizing nutrition and sustainability. By deepening our support for local producers and Canadian brands, we offer products that nourish families and strengthen communities. Our focus remains on ensuring every dollar spent delivers lasting value—through nutritious food and education that empowers informed choices and supports long-term health for families.”
Giancarlo Trimarchi President VINCE’S MARKET
“We look at rising food costs as two challenges. First, how do we serve our customers the quality fresh food they expect at reasonable and competitive prices? Second, how are we prepared to react to rising food prices in a way that protects our profitability? Protecting the customer starts with respectful vendor negotiations to get the pricing we need to be competitive. Protecting the business means being diligent in how we pass rising costs to customers. It’s no easy feat; both are essential for us to succeed in challenging times.”
Brad McMullen President SUMMERHILL MARKET
“In response to the challenging economic climate and uncertainties in the market, both suppliers and our business have opted to accept lower margins to pass on cost savings to customers. This strategy aims to maintain business continuity and customer loyalty during a period of economic softness. Overall, fostering these relationships with suppliers and customers can help navigate the challenges posed by fluctuating costs and market conditions.”
BUG OFF!
Six tips for a pest-free grocery store
By Rosalind Stefanac
any food, water and shelter source can be an invitation for pests—and supermarkets have all three in abundance! Vermin such as rodents, flies, beetles and cockroaches don’t just wreak havoc on your inventory, they can also threaten food safety, damage customer relationships, tarnish your reputation and impact
SEAL THEM OUT BEFORE THEY SNEAK IN
Given that mice can squeeze through gaps as small as a dime, sealing all holes, cracks and crevices along the store’s exterior is a critical first line of defence, says Adam Krpic, owner of Speedy Pest Control based in Mississauga, Ont., who counts several grocers among his regular clients. In addition to keeping doors and other openings closed—and installing pestresistant door sweeps and screens where needed—he stresses the importance of maintaining outdoor property. “That means keeping garbage bagged and surrounding grasses cut or you’ll provide a place for pests to nest, whether that be insects or rodents,” he says.
your bottom line. Left unchecked, even the smallest pest problem can rapidly escalate into a major issue that can undermine a grocer’s reputation.
Here, experts weigh in on key strategies to keep stores pest-free and a grocer’s integrity intact.
CATCH THE CLUES BEFORE PESTS TAKE OVER
Educate all staff on how to recognize and report pest sightings. As well as spotting signs of rodent droppings, (which can look like grains of rice) staff should watch for chew or gnaw marks on packaging or products, as well as webbing or other nesting materials. “If you see live insects flying around your products or produce, live rodents, stored product pests crawling on shelves or in open bulk products, you need to call a pest control professional immediately,” says Alice Sinia, an entomologist and quality assurance manager with Orkin Canada. She notes the severity of pest issues can also fluctuate with the seasons. Infestations of cockroaches, ants, spiders and filth flies peak in the warmer spring and/or summer months, for example, while rodents, small flies and stored product pests are prominent year-round.
CLEANLINESS COUNTS—ALWAYS!
Inside, store staff should be just as vigilant about keeping garbage bagged and off the floors, while cleaning spills and other messes quickly, say the experts. All food prep areas should be thoroughly cleaned daily, along with drains and those harder-to-reach spots under and inside equipment.
CHECK FOR PESTY DELIVERIES
Be sure to inspect all deliveries and if any signs of vermin are found, don’t hesitate to reject the shipment to prevent pests from getting into the store. Sinia also advises grocers to audit their suppliers from time to time by requesting pest control records and inspecting delivery trucks to ensure they are clean, pest-free and meet food safety standards.
MAKE PEST CONTROL PART OF THE BUSINESS PLAN
A pest management professional can help solve a pest problem quickly and put in controls to prevent future issues. “The biggest mistake I see retailers make is trying to control pests by themselves,” says Sinia. “There is no single treatment or solution that will solve an infestation, and if you don’t have the knowledge, it’s easy to think you’ve fixed the issue with one or two tools.”
Krpic adds that a good pest management program provides proactive options to keep pests at bay in and outside the store, with periodic treatment after hours to avoid customer disruptions.
OWN IT, THEN FIX IT
If your pest problem goes viral via a customer’s social media post, be transparent about the problem and how you’re addressing it, says crisis management specialist Caroline Spivak, founder of Profile Communications, based in Toronto. “Once you’ve promptly acknowledged their concern, take the conversation offline so the world isn’t watching a back and forth that isn’t productive,” she says. Then, when you’ve investigated and fixed the issue, provide an update to tell your customers your remedy and plans for prevention. “People want to know the changes you made, which goes a long way in rebuilding trust,” Spivak says. CG
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Sizing up climate change
How important is sustainability in building brand resilience?
the narrative in 2025, so far, is that sustainability matters less. It’s an interesting take, because if this is the case, there’s no data showing the impact of climate change decreasing.
In fact, last year was the warmest year on record, with the global average surface temperature reaching 1.55 C above pre-industrial era (1850-1900) levels, according to the World Meteorological Organization, with each of the years in the past decade all in the top 10. This coincides with the concentration of carbon dioxide, the most prevalent greenhouse gas (GHG), reaching 150% of the preindustrial average, with methane at 265% and nitrous oxide at 125%.
If the environment matters less now, planet Earth hasn’t gotten the memo. So, what do Canadians think about climate change?
Mintel tracks what Canadians worry about, and climate change remains a concern among 80% of the adult population, with 42% saying they are “very concerned.” To be clear, rising prices and the economy are the top worries expressed, but this doesn’t mean the environment somehow matters less.
Rising prices and the economy being the top concerns for Canadians illustrates that environmental action can’t be at odds with perceptible, pocketbook considerations. This applies to any industry that aims to moderate its environmental footprint.
Established behaviours are also extremely difficult to change. Studies show eating less meat is a tactic to lower GHG emissions. Consider, however, that less than one-fifth of Canadians follow a vegan, vegetarian or flexitarian diet. This means convincing people to reduce meat consumption for the sake of the environment is impractical, at least on the scale needed to make a meaningful dent in GHG emissions.
Innovation that helps companies produce the foods people love and are accustomed to in an increasingly sustainable manner is more likely to prove scalable and, therefore, effective.
Consumers also want companies to deal with their concerns around the environment and, more specifically climate change, but most don’t give credit for what they can’t experience first-hand. For instance, when it comes to the environment and food, waste— whether in the form of packaging or food waste—is a priority. Carbon footprint matters, but it’s further down the list. It’s not that people don’t care about carbon and climate change more broadly, it’s just a hard connection to make compared to sectors such as transportation where tailpipe emissions are visible. Frankly, there’s no easy answer to this.
Taking a longer-term view can help recognize the benefits of investing in innovation to reduce GHG emissions. One reason is the hard science already outlined. The world is warming due to an increasing concentration of carbon, methane and nitrous oxide in the atmosphere. This situation creates challenges for agriculture, which relies on relatively consistent and predictable weather patterns.
A second reason is brand relevance. If current trends persist and scientists’ predictions come to fruition, the impacts of climate change will become clearer to people in the years to come. The reputation of brands that don’t make meaningful investments in this space may suffer. Indeed, three-quarters of Canadians agree that “food and drink companies have an obligation to reduce the environmental impact of their production methods,” according to Mintel’s Sustainability in Food 2024 report.
Data does not support the narrative that Canadians no longer care about climate change and sustainability. Pocketbook issues will likely always remain front-and-centre, yet most consumers believe companies are obligated to mitigate their environmental impact. Making investments in this area will continue to matter and lend themselves to more resilient brands
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.
Cozying up to value
Value-conscious
shoppers want solutions that save time and money
Today’s valueconscious cook is sophisticated, seeking the sweet spot between smart spending and satisfying experiences
aS autumn leave S begin their transformation, something else is changing in kitchens across the country. Canadians aren’t just gravitating toward comforting, home-cooked foods for the cozy factor; they’re discovering their own kitchens hold the key to weathering economic uncertainty.
Cooking at home more often is a primary behavioural shift to mitigate cost-of-living pressures, along with cutting back on food waste and planning less expensive meals. All point to a rising requirement for meal solutions at home. This ranges from ingredient-based items for those seeking to prepare from-scratch, to ready-made products that deliver convenience. It’s imperative for retailers and brands to find ways to support consumers and their evolving cooking habits. More importantly, this shift represents more than just a temporary, seasonal adjustment—it’s a renaissance of home cooking that’s reshaping how Canadians approach mealtime.
THE VALUE OF INGREDIENT-BASED SOLUTIONS
What’s fascinating about this kitchen revolution is how Canadians are redefining value. While convenience, comfort cravings and tasty indulgence remain top drivers for meal occasions, value has emerged as the fastest-growing need state, jumping 1.4 points versus 2024. This value trigger drives more than one-third (34%) of consumption choices during meals, with its influence peaking at dinnertime.
But this isn’t your grandmother’s penny-pinching approach to cooking. Today’s value-conscious cook is sophisticated, seeking the sweet spot between smart spending and satisfying experiences. Ready-to-heatand-eat options, while convenient and provide good value for money, often come with premium price tags that don’t quite hit the mark for budget-conscious
consumers. The real winner? Homemade meals that cleverly leverage ready-made ingredient components such as meal mixes and kits (think mac & cheese and side dish solutions), sauces (pasta and ethnic varieties) and seasonings that transform simple ingredients into something special.
The inspiration driving these value-conscious meals are primarily traditional North American cuisine, though more than one-third of meal occasions (35%) draw inspiration from multicultural dishes. The favourites lean into perhaps more familiar international flavours—Chinese, Italian and Mexican— showing how Canadians are expanding their palates while staying within their comfort zones.
THE PRIVATE-LABEL ADVANTAGE
Perhaps most telling is the growing embrace of private-label products, particularly during scratch-prepared occasions where they’ve grown an impressive seven points versus 2024. Kits are showing positive momentum too, up three points, as Canadians discover store brands deliver quality and value without compromise. On prepared foods and ingredient components, the “Made in Canada” claim remains the No. 1 choice and continues growing, reflecting both patriotic preference and quality assurance.
Shopping behaviours also reveal strategic thinking: scratch cooks are most likely to pantry-load staples, while those using ready-made components tend to purchase for specific occasions. Heat-and-eat options are often strategic sale purchases. This signals an opportunity for retailers to double down on private-label development—particularly Made-inCanada scratch cooking ingredients—while tailoring merchandising strategies to match distinct shopping patterns: consistent availability for pantry-loaders, targeted promotions for intentional kit buyers and strategic sale pricing for convenience seekers.
TECHNOLOGY MEETS TRADITION
Efficiency (and tech) is king—dinner-on-the-table in 30 minutes or less accounts for 79% of all homemade meals, underlining a requirement for efficiency even during “homemade” occasions. While scratch cooking still relies on a traditional stove, meals prepared with partially-made ingredients increasingly leverage toaster/toaster ovens, microwaves and air fryers.
THE RETAILER OPPORTUNITY
The modern consumer wants it all—value, convenience, quality and experience. Success lies in understanding value-conscious Canadian aren’t looking for cheap alternatives; they’re seeking solutions that maximize time and money. CG
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 and venues. Jenny.Thompson@ipsos.com
OUR MOST ADVANCED GUT HEALTH YOGURT.
THE LEADERS
LESSONS FROM THE TOP FRÉDÉRIC GUICHARD, PRESIDENT, DANONE CANADA
By Shellee Fitzgerald
“I LOVE TO BUILD DIVERSE TEAMS, PEOPLE WITH DIFFERENT COMPETENCIES WHO HAVE DIFFERENT POINTS OF VIEW BECAUSE THAT’S A REALLY STRONG SOURCE OF INNOVATION, OF CREATIVITY, OF THE ABILITY TO SOLVE PROBLEMS” – FRÉDÉRIC GUICHARD
How did you get your start in the food business? I’m a French guy. I was born in the south of France and I also have some Italian origins—so born and raised within a Mediterranean culture. My mom helped me understand the comfort and pleasure that food can bring, but also the importance of balanced nutrition and to always eat in a responsible way—that has always stuck with me.
What is your leadership story? As far back as I remember I always wanted to travel the world and to see new cultures,
discover new places. [After graduating from university] I thought I should go work abroad, and we had this opportunity in France to do that—the government [as part of a work program] encourages graduates to work for French companies abroad, so I had an opportunity to come to Montreal and work at Pernod Ricard, the spirits company. At the time, it wasn’t such a big company in Canada; this was before the acquisition of Seagram’s, and I [with three others] was recruited to build the marketing department.
Unfortunately, I couldn’t stay in Canada, which was my initial wish, so [when the program was over] I decided to go back to France and join a multinational company because I still wanted to work abroad. I joined Danone, which was a company on my radar. I started
in marketing and went from job to job, brand to brand—there was always a good opportunity, always a good reason not to go abroad again, so I stayed 15 years at Danone, in France, working on different categories. Then came the amazing opportunity to lead the Evian brand and business. The brand is phenomenal and the ability to innovate, to do breakthrough things on this brand was awesome. [After some time] I felt I was at the end of my marketing career because I thought what else could I do that would give me that thrill? I had interesting conversations with my managers about my potential and they gave me the idea to move into a general management role. They launched me on that path, which was the export business of Evian and the French mineral waters [such as Volvic and Badoit].
And then I had some more classic assignments as general manager in different countries. I went to Poland where I headed the waters division. Then Danone changed the organization completely. We merged all our categories into one entity in each of our countries; that was a huge transformation for the company. I had the pleasure of building a multi-country business unit [Central and Eastern Europe], merging five business units into one. So that’s part of my story—creating those transformations and creating new entities. That was the first time I picked the team from scratch; I was going out and scouting people—it was like The A-Team—choosing who was going to be part of the adventure and lead the transformation. That was awesome. I did that for three years, based in Prague. Then I joined Canada.
You joined Danone Canada in June 2024. How was your first year? It’s been hectic and surprising. I came here with strong ambition. I had my 90-day plan; I was ready to rumble. Four days into the role, we had a major crisis [a listeria outbreak] on one of our categories. That was a massive challenge for the whole company—the first of its kind. We had to handle it with a lot of care; we had to protect our consumers, our people, our partners. It was a challenge and it helped me to understand the strength of the team here much, much quicker.
You’ve worked in several different markets. How have these experiences shaped you as a leader? It has made me more humble than I used to be, if I’m honest, because anywhere you land you realize you have so much to learn about everything. Every market is different and you don’t know how people are going to react to your leadership style. When you’re the boss, everybody is watching you—what you’re doing and how you behave and you can make mistakes, and I made mistakes! So, it humbled me. I’m never entering a room today assured that I know what to do and understand everything. I think this has also helped me collaborate more strongly.
What is your process for making tough decisions, especially in times of uncertainty? I try to consult, a lot, with people who have different perspectives—with challengers, people who don’t think like you. That’s very important. And get an assessment of the situation that is as correct as possible, as complete as
possible, as fast as possible. And then my job is to simplify this, turn it into a simple direction. When navigating through uncertainty, you’re never fully right ... but you have to be assertive and consistent in what you do, and you have to be clear about what you’re doing.
As a leader, how do you continue to grow and be inspired? I don’t read a lot of leadership books or go to seminars— that’s not my way of learning. I learn from watching other people, getting inspiration from them. We meet a lot of people in industry meetings and have conversations. You get to understand the [issues] they have and how they react to them and that’s always a strong source of inspiration for me. I also learn from my team; you learn a lot by observing what they do. I strongly believe that you are only as good as your team.
What qualities do you look for in emerging leaders? I love to build very diverse teams, people with different competencies who have different points of view because that’s a really strong source of innovation, of creativity, of the ability to solve problems. That’s a starting point. I’m also looking for strong ambition, not an ambition to have the best career, not in that sense. I’m looking for people who want to have an impact in what they do. I think that’s the basis of everything. And then I’m looking for accountability. I like it when people are accountable and transparent—when they talk about their successes, but also their difficulties, their failures. And when they can tell you, ‘look, here I didn’t do it right, but I know I can do better next time.’ That’s the kind of attitude that really creates progress within an organization, because it spreads. I really believe in contagious accountability and I reward it.
Is there one piece of advice you received in your career that you’re glad you ignored? Something people told me—which I didn’t follow and I’m happy I didn’t—is that if you want to grow in a company, like a multinational, you have to be political. You have to pay attention to what people are saying to you and what they think about you, et cetera. I never cared about this, and what I learned along the way as I grew in this organization is that you can do your job and lead in the way you want. If you are someone who wants to be very approachable and transparent and courageous, that’s super fine. You don’t
need to follow what others are doing. I always stayed myself despite people in the beginning telling me not to because I was too vocal, challenging the status quo. I was told to ‘be careful,’ ‘people are not going to like you.’ And I thought, who cares? I want to change the company for the good; if I’m not speaking up, nothing is going to happen. So, I did my job with courage all my career and it worked because people reward you for that. People follow you for that. People want to work with you because you are that kind of leader. So, I recommend to young people today to be themselves. If they are not comfortable being themselves in a company, they’d better leave. It means they’re not where they should be, and that’s okay. CG
This interview has been edited for length and clarity.
FOUR
1 YOUR FIRST JOB?
Helping with the production of a local newspaper–on the night shift.
2
BEST AND WORST HABITS? BEST: Taking a step back and smiling at things—being positive. WORST: Talking too much.
3
HOW DO YOU TURN OFF WORK?
Very easily. I go home at night and just do it [turn it off]. It’s something that’s very easy for me because I believe there is much more to life than work.
4
FUN FACT ABOUT YOU?
Before starting my career, I had applied twice to become an intern at Danone—with persistence, third time was a charm!
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LEADING THE INDIE WAY
How Brian Bradley is helping chart new paths for Stong’s Market, and for Canada’s independent grocers
By Shellee Fitzgerald • Photography Lucas Finlay
EVERY NOW AND THEN someone will ask Brian Bradley, “Why are you in the grocery business? Are you crazy?” He quickly laughs it off. Working in grocery may be a tough gig, he concedes, but it’s also fun, fast-moving and incredibly rewarding.
Bradley would know—he has spent most of his life in and around grocery stores. Growing up in Vancouver, his father owned a few IGA franchises, though he sold them before Bradley was of working age. Still, the business pulled him in. While in high school, he landed a job at Safeway. “I started there with really no plans of making it a career,” he recalls. “But it was a great job at the time, and it paid well.”
He ended up sticking around for 31 years.
“I was fortunate. I worked for some really good mentors that took an interest in me, and I started to advance into management at a fairly young age,” he says of his Safeway experience that set him on a path across markets in British Columbia, Alberta then back to Vancouver for his last 14 years with the company.
Then Stong’s came knocking.
At first, Bradley wasn’t interested when a headhunter approached him about an opportunity at Stong’s Market, a Vancouver-based independent grocer with deep community roots. But at the time, Safeway had been acquired by Sobeys and was undergoing a period of transition. When the headhunter called again, a month later—on what Bradley says was “maybe a frustrating day”—he agreed to meet.
“It kind of grew from there. The more I heard about the opportunity and what it would be like on the independent side of the business, it just intrigued me,” he says. “And a lot of the executives and leaders at Safeway that I’d worked with for many years were either leaving or had already left, so for me it felt like the right time to make that transition.”
In 2017, Bradley made the move from a big chain to an independent grocer, joining Stong’s as its general manager. About two years later when Cori Bonina—who’s great-grandfather founded Stong’s—stepped down from leading the business, Bradley stepped up and has been its president ever since. “It’s a big responsibility when you take over running a company that’s nearly 100 years old,” he says, “but the board and ownership group provide me with full autonomy to lead the business.”
Having experiences at both a big operation and a smaller one, gives Bradley a unique perspective.
“Working for a multinational chain, you learn a lot about structure and processes … And obviously you have a huge support network and subject matter experts in every area of the business,” he says, “and then you transition to the independent side and you really do become the subject matter expert for everything. You wear many hats—all in one day.” It’s also more entrepreneurial and you can make things happen quickly, he adds.
That entrepreneurial spirit has defined Bradley’s tenure at Stong’s. Under his leadership, the company has expanded and experimented with new concepts.
Late last year, for instance, it opened its first Stems by Stong’s floral and giftware location across the parking lot from its Northwoods store. Within its grocery stores, Stong’s floral business was strong but had outgrown the space, so they took a leap and opened a standalone shop. “It’s been a runaway success since day one,” says Bradley, adding that the success of the venture has attracted top floral designers from all over Vancouver who want to work for Stems. “We’ve got some real experts in there now that are driving that business.”
Also last year, a third Stong’s Market opened in a new community for the business—Squamish, a town half-way between Vancouver and Whistler. A smaller footprint store, it was initially designed to cater to people on quick shops, stopping in to grab snacks or meals-to-go. “What surprised us is that people are coming in to buy their produce and their groceries,” says Bradley. “We’re still selling a lot of foodservice items, but the grocery side has been a pleasant surprise.” What’s next? A second Stems and a fourth Stong’s Market are set to open later this year in Surrey, B.C.
Staying true to roots
Bradley is keenly aware that as the company expands and experiments with new concepts, it’s crucial to maintain what’s special about Stong’s.
“It’s a great fear, I think people have that as you grow, there’s a risk that you can lose your identity,” Bradley says. For him, it comes down to having the right people running the stores who are aligned with the company’s vision. “We’ve put a lot of work into succession planning and developing our talent from within,” he says. “When you have good succession planning in place, it allows you to expand at the right pace and have those people who understand our culture and [who can] carry that forward to the next store.”
Core to that culture is top-notch customer service, deep community engagement (something Bradley says “really” helped build its business in Squamish) and a relentless focus on local, which is a key point of differentiation for Stong’s.
“Local is who we are, what we’re known for,” says Bradley. “We’re the local independent grocer and so many items that we get in are from local suppliers or people just starting out trying to launch a new item.” Often, he says, Stong’s is one of the first places that will give a new item a shot. His team members also regularly frequent farmers markets to seek out new, local offerings. To Bradley, it’s win-win. “And especially during this current political landscape, the support for local has never been stronger,” he says.
When asked what’s the best part of his job, Bradley says he gets the biggest satisfaction from watching people grow within the company. “I have two store managers now and I was there the day they got hired,” he says. “[They] were working as clerks or cashiers and now they’re running stores and they’re successful doing it—that’s fun to watch and I really take a lot of pride in that. And the ability to give people that opportunity is great.”
Championing independents
Bradley’s next challenge will be helping make things better for the country’s independent grocers. In October, he becomes chair of the Canadian Federation of Independent Grocers (CFIG), taking over from Erin Higdon of Newfoundland’s Powell Group of Companies.
Stong’s has a tradition of being part of CFIG; former CEO Cori Bonina served as chair back in 2010. Once he joined Stong’s, Bradley quickly saw the value of the organization in terms of shared learnings and networking, so he joined the board in 2020 to play a bigger part and to support the wider independent grocer community. “CFIG has been a strong advocate for independents and to be part of that, to help other independent operators … it’s the right thing to do,” he explains.
It’s not an easy time to be an independent grocer. Costs— from goods to employee benefits and equipment et cetera— continue to soar, while competing on price with the national chains in price-sensitive markets is a constant battle. “It’s a challenging time,” says Bradley.
A key focus for Bradley during his tenure as chair will be educating CFIG’s members on the ins and outs of the Grocery Sector Code of Conduct, which—after years of effort—is expected to come into effect on Jan. 1. “We have a seat at the table and CFIG and board members were obviously instrumental in developing the code, now we need to help everybody understand how it’s going to work and how it’s going to help them,” he says. Navigating the ongoing challenges related to tariffs will be another area of focus for Bradley and CFIG in the year ahead. “We’ll be looking at anything we can do to help our members with that,” he says.
Looking ahead, Bradley is optimistic about the future for independents. The national chains are investing in building new stores and they’re placing a big focus on discount operations, he says. “I think that creates an opportunity for independents,” he adds, noting that as discount operators duke it out in a “race to the bottom,” independents can “stay in their lane” and focus on their communities and grow their businesses. “I’m excited about that,” says Bradley. “Strengthening that community engagement is what’s going to help independents succeed.” CG
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GENERATIONAL GAP Mind the
FROM KITCHEN CONFIDENCE TO COMMUNITY BUILDING, HOW GROCERS CAN CATER TO THE DISTINCT NEEDS AND HABITS OF BOTH YOUNGER AND OLDER SHOPPERS
By Rebecca Harris
ON ONE END: baby boomers born between 1946 and 1965. Raised on home cooking and TV, they came of age during a time of great social upheaval. “They rebelled against oppression, but they tend to be more old school now … and many have struggles with technology,” says Johanna Faigelman, founder and CEO of HumanBranding, a qualitative research consultancy grounded in cultural anthropology.
At the other end, generation Z (born between the mid-1990s and early 2010s)—true digital natives raised on convenience foods and YouTube. “They were born with an iPhone in their hand, and they’ve never looked back,” Faigelman says. They’re also a lot like their millennial counterparts who “are more focused on the environment and social causes,” she adds.
For grocers planning for the future of food, understanding what drives both younger and older consumers is essential. Boomers still hold significant spending power, possessing most household wealth. Generation Z may not be in their peak earning years yet, but they soon will be. As many start families, they’ll become the primary shoppers grocers need to win over.
From what gets shoppers in the door to what they put in their carts, here’s a look at how grocers can better serve both ends of the age spectrum.
Health, ease and convenience rule for generation Z
Gen-Z consumers have clear expectations on the product front: food should be healthy and easy to prepare. According to PwC’s Voice of the Consumer 2025 study, gen-Z Canadians are far more likely than
CONGRATULATIONS TO DINO BIANCO: SPIRIT OF THE INDEPENDENT AWARD WINNER
CELEBRATING VISIONARY LEADERSHIP IN CANADIAN GROCERY
Kruger Products is proud to celebrate our CEO, Dino Bianco, for being honoured with the Canadian Federation of Independent Grocers’ 2025 Spirit of the Independent Award.
Through unwavering dedication, bold innovation, and an enduring passion for the independent grocery industry, Dino has inspired countless entrepreneurs and helped shape the future of Canadian retail.
Thank you, Dino, for inspiring us all with your vision, integrity, and spirit.
older generations to follow plant-based diets: 20% follow vegetarian or vegan diets compared to 12% of the overall population and 22% consume more alternative meats versus 13% overall.
“Gen Z wants better-for-you and local products, and they talk about eating healthier and eating less meat and other animal products,” says Elisa Swern, PwC Canada’s national retail and consumer lead. “But, when it comes down to dollars and cents, right now it’s hard for them to follow through. However, it’s not going to stay this way. The economy will turn around and gen Zs are going up the income ladder. Looking to the future, grocers should pay attention to gen Z’s aspirations because even if they can’t afford them now, they will going forward.”
Convenience is just as important as health to younger consumers—and they want products that deliver both. This group is the most likely to consume ready-to-eat meals, partially prepared foods and order takeout from the likes of Uber Eats, notes HumanBranding’s Faigelman. These consumers seek affordable, somewhat healthy options that aren’t ultra-processed or overly difficult to prepare. “They’re balancing foodie values with convenience,” she says. “They don’t want to do all the work of a homecooked meal, but they want food to feel natural and fresh.”
Scratch cooking and functional foods for boomers
While younger consumers lean into convenience, boomers are more apt to cook from scratch. New Mintel research found boomers are less likely to purchase homemeal replacement (HMR) options than younger consumers. “They came of age when people cooked more versus ordering in, and it’s a skill they’ve honed over time,” says Joel Gregoire, Mintel’s associate director, food and drink. “We see that boomers tend to be more confident in the kitchen.”
Even among boomers who stick with tradition, what they look for in their food products is evolving as they age. One area of opportunity for grocers is functional foods such as beverages infused with immunity boosts, protein, fibre or probiotics, explains Jeff Weiss, president and CEO of Age of Majority, a research-driven marketing agency.
For older consumers, grocery stores as community hubs represent a significant opportunity
Gen-Z consumers have clear expectations on the product front: food should be healthy and easy to prepare
Clean eating is another trend food retailers and brands can capitalize on. “Older adults avoid ingredients like sugar, salt and aspartame,” says Weiss, citing research from his firm. “They want fewer and cleaner ingredients in general. Specific to produce, older adults want to support local farmers and are looking for seasonal products.”
Age of Majority research also found that many older adults are eager to explore new foods and flavours. “There’s this perception that they want to have porridge every morning for breakfast … But a lot of older adults really do want to try new things,” Weiss explains. “Grocery retailers need to understand the opportunity for that.”
Grocery shopping, but make it fun
While grocery shopping is a chore for many people, younger consumers are
Generation Next thinking
most likely to view it as downright boring. In a 2025 U.S. survey by market research firm YouGov, 40.5% of gen-Z respondents said grocery shopping is boring, compared to 33.6% of baby boomers and 37% overall. When younger consumers go to the supermarket, nearly 60% said they only buy what they need, compared to 45% of baby boomers.
To make shopping feel less like an errand, Mintel’s Gregoire suggests retailers reimagine stores as places where younger consumers can connect and socialize. “It doesn’t have to go as far as having an arcade or a game area, but the idea is to make it a desirable location, rather than just a chore for younger consumers,” he says.
PwC’s Swern echoes the opportunity for grocers to do more in-store, saying younger consumers still want to shop at physical stores. She points to the concept of “retail-tainment,” which can include everything from experiential events to interactive displays to help shoppers discover new products and learn new things. “How can grocers introduce a new product or a new region to educate consumers and just make it fun?” says Swern.
That kind of education fits right in with generation Z’s desire to know more about their food and where it comes from. “There is an opportunity to have more information about products because gen Z wants transparency,” says Swern. “They want to know the story behind the bottle of olive oil—it came from this region in Italy, [the olives were] picked by these people, it’s owned by this family—so they have the whole journey of the product.”
Community hubs for the socializing set
For older consumers, grocery stores as community hubs represent a significant opportunity. “In general, a lot of older adults are looking for ways to connect with other people. They want to have new relationships. And grocery retailers are a great place to facilitate that,” says Age of Majority’s Weiss. “They’re safe environments and older adults are going there all the time. So, you combine those two and there is a mutual benefit to the shopper and the retailer. You get them in your store to socialize and while they’re there, they’re going to shop.”
Weiss points to ideas such as themed
cooking classes, lunch clubs, singles nights or even daytime games such as Mahjong (a Chinese tile game) as ways to bring older consumers in to socialize and shop. However, he cautions against using age-related language, particularly the dreaded ‘s’ word. “As soon as you say this is for you because you’re a senior, that’s the kiss of death,” he says. “It’s more about designing and bringing forth new ideas and innovations with older adults in mind that can be beneficial for everyone.”
Service that meets older customers where they are
Creating a friendly environment for older consumers also includes touches that make a tangible difference in ease and accessibility. Faigelman highlights wider, clutter-free aisles, clear signage and legible fonts as ways to make shopping easier and more enjoyable.
Personalized assistance is another must-have. “A staff member assisting with bagging groceries can be a reason that boomers will come back to the store,” says Faigelman. “That human touch and being treated like a person is so valuable to this group.”
PwC’s Swern adds that while most grocers will help customers carry groceries to their cars if asked, it’s not promoted in any big way. “It would be nice to see a sign that says, ‘Can we help you take your groceries to your car?’”
Supporting older shoppers also means recognizing the challenges some face, such as dementia. In 2024, Vince’s Market became one of the first businesses in Ontario’s York Region to be certified dementia-friendly by the Alzheimer Society of York Region. Around 75% of employees at Vince’s four stores are trained to identify and assist customers with dementia.
“It was key to understand what to look for and what to do in a situation,” says Maria Ciarlandini, community support ambassador at Vince’s Market. “For example, if someone walks into the store and they’re wearing clothing that doesn’t match the weather, that’s a sign, or if they’re at the cash and they’re not sure what they’re doing, that’s another sign.”
She adds that this knowledge is impactful for both customers and staff at Vince’s. “Some of our team members are
Generation Next thinking
going through it with family members … so, there’s a compassion component and it aligns with what we do as a company.”
The training helps people living with dementia retain their independence, says Jaime Cruz, public education & community programs manager at the Alzheimer Society of York Region. “We don’t want to stop people from going into the grocery store who are living with a cognitive impairment,” Cruz says. “We want to create that quality of life. A diagnosis doesn’t mean that individuals’ lives stop; it’s about how to adapt and meet their needs where they are.”
Boomers’ practical take on technology
Supporting older shoppers also means recognizing how they interact with technology. While many grocers are investing in online shopping platforms and mobile apps, these tools often miss the mark for older consumers.
“Most apps were not created with seniors in mind and the content doesn’t feel like it’s written for that audience,” explains Faigelman. “Hyperlinks, buttons and drop-downs are difficult for older users. There’s a bit of cognitive overload going on with boomers in the grocery space—there are just too many steps, and the virtual cart isn’t appealing to a lot of them.” She suggests grocers create a guide on how to use online ordering systems and put it in an e-mail or even on paper.
For older adults, technology also must serve a clear purpose. “Most of them aren’t going to use technology just for the sake of using technology,” says Weiss. “They want to see the practical application; for example, using AI to make the experience more personalized.”
Grocers with loyalty programs are armed with the data to do this. “Personalized coupons, product recommendations, recipes based on what they’ve bought, ideas based on their health and dietary restrictions or goals. There’s a lot of space there,” Weiss says. “It will take some investment by the grocery retailers, but the more personalized you can make it … the better the experience, the better the product selection, the better ideas for meals and recipes. I think there’s a huge opportunity there.”
Immersive is the name of the game for generation Z and generation alpha
For younger consumers, of course, technology is a way of life. Mintel’s Gregoire points out how platforms such as YouTube dominate the media habits of generation Z and generation alpha (born between 2010 to 2025). So, from a marketing standpoint, “If you want to reach younger consumers, note the only streaming service that saw any growth last year was YouTube,” he says. “It’s ubiquitous among this group.”
Gamification adds a whole new dimension to socializing, Gregoire adds. “Roblox, for example, is an immersive world with sub-games, where kids chat on Facebook Messenger Kids while playing in real time. The idea of socialization has really changed.”
For brands, the challenge is breaking through in these spaces. “When younger
consumers are on social media, they’re less likely to interact with branded properties,” says Gregoire. “Gen alpha responds more to live streams, personal stories from people online and influencers. It’s not new to try to leverage influencers, but the way younger people consume information is a different information environment in terms of what are trusted sources. I don’t think brands can underestimate that.”
Walmart is one retailer that’s answered the call. Last year, it launched an immersive shopping platform, Walmart Realm, in the United States. Targeted at gen-Z and gen-alpha consumers, the virtual platform lets users explore and shop themed digital storefronts curated by influencers, as well as play interactive mini games.
In a LinkedIn post, Justin Breton, Walmart’s head of partnerships and emerging experiences, said the retailer
RETAIL
recently refreshed Realm in support of Walmart Delivers—mobile pop-ups (in real life) that feature photo booths, giveaways and interactive zones.
Though Realm focuses on beauty, home and fashion—not food—it shows what’s possible. As Breton stated, “By blending cultural relevance, interactivity and delivery convenience, Walmart Realm and Walmart Delivers are redefining what it means to shop at Walmart.” And no matter what consumers are into, he added, “We get it, we have it and we can deliver it. Who knew?”
Whether it’s innovating for generation Z or being more supportive of boomers, the question for grocery retailers is, who’s next? CG
Generation Next Thinking is an ongoing series that explores the cutting-edge topics that are impacting grocery retail today and in the future.
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ON THE SAFE SIDE
Food-safety tips for the fresh produce department
By Rebecca Harris
EVERYONE KNOWS THEY need to eat fruits and vegetables to reap their many health benefits. Yet, as shoppers sniff melons, inspect berries and discern the best-looking lettuce, an unseen risk may be lurking—one that could make them seriously ill.
While Canada’s food supply is among the safest in the world, the Canadian Food Inspection Agency notes that fresh produce can still become contaminated by harmful bacteria, viruses or parasites if not properly handled, stored or transported. In recent years, foodborne illness outbreaks have been linked to items such as cantaloupes, tomatoes, leafy greens and herbs.
As the last stop before fresh produce reaches consumers’ fridges, grocers play a critical role in ensuring a safe supply. Here’s a look at best practices to bolster fresh produce safety.
STAFF TRAINING KEEPS KNOWLEDGE FRESH: Food-safety training—covering essentials from handwashing to cleaning—is legally required in many parts of Canada for those handling food. Retraining and refreshing also keeps food safety top of mind.
“At Summerhill Market, we train our produce team on key areas, including proper handling, temperature control, first-in-first-out rotation, cleanliness and identifying spoilage. We also emphasize the importance of regular visual
inspections,” says Bart Desiron, director of prepared foods, who also manages the retailer’s food-safety program.
Training doesn’t have to be boring, either. “There is a lot of innovation and training to meet employees where they are—long gone are the days where employees sit in a classroom-type setting for hours and hours,” says Hilary Thesmar, chief science officer and senior vice-president, food at FMI - The Food Industry Association. “It’s become more interactive and digital—there are programs that even use gamification. It’s a fun thing to keep employees engaged.”
On the receiving end, Desiron says when produce arrives, the team checks temperatures, inspects packaging and looks for any signs of spoilage or damage. “Anything that doesn’t meet our standards is documented and flagged immediately to our produce buyer,” he says. “Product is moved into cold storage without delay to maintain the cold chain.”
STAY CLOSE
TO
SUPPLIERS:
Even the best in-store food-safety practices can be undermined if suppliers aren’t meeting proper standards. “We want to make sure the incoming product is not contaminated. And so, knowing the supplier is important—knowing what their foodsafety practices are and making sure they’re compliant with government regulations,” says Thesmar.
In Canada, supplier certification programs such as CanadaGAP and PrimusGFS—two Global Food Safety Initiative (GFSI) programs—are well entrenched, notes Jeff Hall, senior director of food safety and innovation at the Canadian Produce Marketing Association. “All of the retailers I’m aware of have systems in place where they require their supply chains to follow a GFSI program,” he says. Hall stresses the importance of grocers staying close to the source. Because fresh produce items are often not branded, “customers think of it as being the grocer’s product—almost like private label,” he says. “So, retailers have a lot to protect when it comes to their reputation and their supply chains. It’s important that retailers have a view on where those products are coming from and how they’re getting to the stores.”
Summerhill Market takes a hands-on approach. “Our in-house produce buyer works directly with reputable suppliers who are either certified by third-party food safety programs or have long-standing, trusted relationships with us,” says Desiron. “When possible, we also visit supplier facilities to observe their processes first-hand.”
RESPONDING MORE QUICKLY—AND DIGITALLY— TO RECALLS: Even with strict food-safety practices in place, incidents can still happen. That’s why strong traceability is critical. While there are a variety of effective traceability methods in place, “the focus today is, how do you leverage technology and global standards to digitize that same supply chain?” says Pam Horvatis, senior vice-president, industry relations at GS1 Canada, which develops and maintains global standards and barcodes.
With traceability standards such as the Global Trade Identification Number, Horvatis says grocers can identify affected products more precisely and act faster to a safety issue. “Rather than having to wipe out all your stock ... you can now identify the specific locations this product came from,” she says. “And the quicker we can identify where the product came from, the quicker we can react.”
18g of Protein 2x more Protein than regular milk delicious chocolate taste 18g of Protein 2 x more protein than regular milk Shelf Stable
Aisles
DRINK
From homegrown sips to healthshaping drinks, these are some beverage trends to watch
By Matt Semansky
PRODUCTS
CONSCIOUS OF FACTORS ranging from health to the environment, ethical production and value, consumers today have high expectations when it comes to grocery products; they want them to satisfy the desires of their minds, bodies and wallets.
This demand applies to beverages as much as any category found in the store. Consumers want to drink healthy as well as eat healthy, and are looking for sips that supply a wide range of functional benefits. Increasingly, their Canadian pride is coming through in their purchase decisions. Behaviour is even changing when it comes to alcohol consumption, where more and more shoppers are seeking options that offer a milder buzz— or no buzz at all.
All of this adds up to a beverage category where the onus is on manufacturers and retailers to offer consumers gulps that deliver the goods.
“The No. 1 beverage that people drink in Canada is tap water,” says Joel Gregoire, associate director, food and drink at the research firm Mintel. “So, to get people to buy beverages, there has to be a reason for it.”
Fortunately, drink manufacturers and their grocery partners have taken up the challenge by bringing new innovations to market.
“Innovation in beverages is nothing short of inspiring right now,” says Luka Čuvalo, grocery category manager and store manager at Summerhill Market. “Today’s consumers crave drinks that deliver bold flavours, functional benefits, sustainability and personal expression—and the brands that bring all these elements together are leading the market.”
Here’s a closer look at the consumer trends and innovations currently shaping the beverage category.
HEALTH BEYOND HYDRATION
“One of the largest trends we’re seeing is a shift in consumer preferences toward beverages with more functional benefits beyond hydration,” says Laura Cutsey, vice-president of marketing and partnerships for CocaCola Canada. “Consumers today are looking for drinks with functional benefits like vitamins, antioxidants and electrolytes to support their active and busy lifestyles.”
Among many other brands, the portfolio Cutsey represents includes Vitaminwater, which first staked its claim in the enhanced water category 20 years ago. Its assortment of products includes 10 distinct flavours— three of which are sugar-free—and offer benefits ranging from antioxidants to energy to multivitamins.
“We continue to lead by listening to consumers and evolving with their needs,” says Cutsey.
Research from Ipsos FIVE finds nutritional and
metabolic reasons are increasingly driving purchasing choices, as shoppers seek drinks that contain protein, boost mood, reduce stress, heighten concentration and support digestive health. Generation Z and millennials are leading the charge when it comes to demanding these proactive health benefits, while older Canadians are more likely to prioritize weight loss.
Indeed, the definition of hydration has expanded far beyond simply quenching thirst and fluid replacement. And brands such as Vitaminwater and Collective Arts, a Hamilton-based maker of craft beer and cocktails, are attempting to meet consumers’ needs.
“In 2024, we expanded into functional refreshment and alcohol-alternative categories with our Botany Adaptogenic Elixirs and Wide Eyed Energy products,” says Toni Shelton, vice-president of brand and strategy at Collective Arts. “Most recently, we refreshed our Botany Fruit Infused Sparkling Waters, now incorporating steeped fruit for added antioxidants and even more wellness-driven benefits.”
Innovations in functionality and flavour prompted Vitaminwater to unveil a new look this year. Included in the rollout were two new flavours: Blue Raspberry Limeade on the full-sugar side and Pineapple Passionfruit in the brand’s zero-sugar portfolio. “The refreshed packaging clearly differentiates our zerosugar options from full-sugar varieties,” explains Cutsey.
This differentiation is key, as an interest in low and no-sugar drinks unites customers of all ages and backgrounds.
“People are looking at sugar content when they’re choosing a beverage,” says Lynsey Walker, vice-president marketing and communications for the Canadian Health Food Association (CHFA). Walker adds that from a marketing perspective, “the free-from claim really resonates with Canadian consumers versus ‘natural,’ which is more vague.”
Čuvalo of Summerhill Market says his customers are willing to invest in products that deliver meaningful benefits. But, he cautions manufacturers against promising the moon when one standout star will do.
“The key is simplicity,” he says. “The most successful drinks focus on one clear functional benefit, sometimes layered with an emotional or lifestyle perk, without overwhelming the consumer.”
FLYING THE FLAG
Ongoing trade tensions between Canada and the United States has continued to spur consumers to show their local and national pride through their purchasing decisions. The beverage aisle is no different; Canadians are increasingly examining the origin of drink products before they buy them.
In a February 2025 survey, CHFA reported 17% of respondents were interested in purchasing locally made beverages. “That’s a significant jump from our last study in 2022,” says Walker.
This observation tracks with data from Ipsos FIVE, which indicates that madein-Canada has been the top-ranked label claim for commercial beverages for several years—but has seen a notable uptick in importance since January 2025. The impulse to support the maple leaf is strongest among the boomer generation, according to the research firm, and least apparent among millennials with children.
Zooming out beyond beverages, Mintel reports 78% of consumers factor Canadian origin into their overall grocery purchases. And if beverages lag that broader number, it is likely for unavoidable reasons.
“Orange juice comes from the U.S., and people still buy orange juice,” says Gregoire. “With coffee, we don’t grow coffee beans in Canada.”
At Summerhill Market, Čuvalo says the emphasis on buy-Canadian differs across subsections of the beverage category.
“In freshness-driven categories like juices, kombucha and craft beer, local origin is a key differentiator,” he says. “In premium and functional segments— taste, health benefits and price often take precedence.”
Manufacturers that organically and authentically make Canadianism part of their brand’s identity, explains Čuvalo, stand a stronger chance of benefitting from this trend.
“Canadian brands that integrate local sourcing into a broader story, like Flow Alkaline Spring Water, are excelling by pairing provenance with functional and eco-conscious benefits, and building trust while appealing to a wider audience.”
Collective Arts is another brand for which local bona fides come naturally. The company partners with emerging artists—most of whom are from Canada—to create unique label designs and point-ofsale materials, which allows the company
to “tell a bigger brand story of celebrating creativity while engaging with shoppers in an authentic, art-forward and eye-catching way,” says Shelton.
MINDFUL
DRINKING
Canadian attitudes towards consumption of alcoholic beverages have been shifting over the past several years, as more people take a measured approach to drinking.
“The shift away from alcohol is still accelerating,” says CHFA’s Walker, who points to her organization’s study in which 55% of respondents said they had reduced or ceased their booze intake. “And anecdotally, people are looking for lower-ABV [alcohol by volume] options.”
Walker says concerns about both health and cost are driving this shift. Gregoire, meanwhile, adds that changing demographics and social habits may play a role.
“Something to consider is the influence of newer Canadians, particularly people coming from a background where they don’t drink alcohol,” Gregoire says. “Another thing is how the reasons people drink alcohol have changed. The way that people meet each other now is so different, and younger adults specifically have more options to meet people than bars.”
According to Shelton, Collective Arts is tracking these changes and responding with the development of a variety of alcoholic and non-alcoholic products. The company, which was founded in 2013, entered the non-alcoholic beer and cocktail market in 2022.
“More people are moderating or exploring a sober-curious lifestyle—not necessarily cutting out alcohol entirely, but being intentional about when and how much they drink,” she says. “This shift is driving interest in lower-ABV options and premium non-alcoholic beverages that don’t compromise on flavour or experience.”
On the beer side, Muskoka Brewery’s Rally Extra Mile Session IPA and Moosehead’s Cracked Canoe Ultimate Premium Light Lager are two of countless examples of beers with a lowered ABV of 3.5%. Meanwhile, alcohol-free drinks that mimic everything from ales to mojitos are packing grocery store shelves.
As Summerhill’s Čuvalo puts it, “Non-alcoholic options, including botanical sparkling drinks and mood-boosting mocktails, are redefining how people celebrate without compromise.”
Enhance YOUR STORE’S OFFERINGS
Stock up for the holiday season with exceptional European cheeses from France and Austria. Crafted with centuries of tradition, these cheeses deliver lasting freshness and a wide range of flavor profiles from creamy and delicate to bold and complex.
Ideal for cheeseboards, they complement your customer’s favourite local selections perfectly. Bring an authentic taste of Europe in-store with products that delight in flavor, tell a rich cultural story, and appeal to both everyday shoppers and culinary enthusiasts.
BE SURE TO ADD EUROPEAN CHEESES TO YOUR IN-STORE OFFERING!
CHEESE, PLEASE!
Healthier options and nostalgic shareables are among the hottest cheese trends on the block
By Rebecca Harris
FROM WHISKY-INFUSED fondues to dairy-free dips, today’s cheese case is anything but basic. Cheese lovers (and who isn’t one?) are hungry for variety, and cheesemakers are delivering. Whether it’s nutrient-packed options, nostalgic flavours or plant-based innovations, cheese continues to diversify. Here’s a look at three trends shaping the category.
A HEALTHY TOUCH
While many people buy cheese for the love of it, Whole Foods Market has seen a growing shift toward health-focused options driven by customers with specific
dietary needs, says Neda Shafiee, team leader, specialty market at Whole Foods Market in Toronto’s Yorkville neighbourhood. Keto (high protein, low-carb), low-sodium, low-fat or lactose-free cheeses are popular options. “We also see strong interest in organic and grass-fed cheeses, especially from people who are pregnant or looking for added nutritional benefits like beta carotene (as an antioxidant) or higher CLA (conjugated linoleic acid) levels,” says Shafiee.
Bel Group Canada’s Babybel Light combines two key trends: it’s a lower-calorie cheese with five grams of protein.
“Consumer interest for protein has taken off, and cheese has always been a good source of protein. In the case of Babybel Light, it’s an excellent one,” says Stefania Traglia, director of innovation, strategy and foodservice marketing.
“In addition to protein, we’re seeing consumer interest in probiotics, fibre and functional ingredients like nootropics, and it’s only a matter of time before we start seeing such innovations make their way to the cheese aisle,” Traglia says.
While some cheese varieties are getting a health halo, Roxanne Renwick, a professional fromager and cheesemonger at
Good Cheese in Toronto, likes to remind people that cheese is inherently healthy. “It’s balanced, nutrient-dense, high in protein, with no carbs and very little to no sugar,” she says. “Yes, there is fat, but when you consume protein and fat together, the impact of the fat is mitigated a bit.”
NOSTALGIC NIBBLES
Comfort and nostalgia are powerful forces when it comes to food—and cheese is no exception. Teresa Spinelli, owner of Italian Centre Shop, which has five European-style markets in Calgary and Edmonton, says cheese is about “that connection to warmth and family.” Even travel can spark nostalgia for cheese lovers. “If people have Pecorino Romano when they’re on holiday, they look for it at home because it brings back great memories of their time there,” she says.
New memories are also being made with classic comfort-food dishes such as fondue. “Ready-to-melt fondue is a growing segment, and more people are using it as a dinner-party food,” says Debbie Trenholm, founder of Ottawa-based Savvy Company, which curates and delivers artisan wines, cheeses and other local products. “It’s easy to prepare, it brings people together and it’s slow eating.”
Trenholm says options are expanding beyond the standard blend of Swiss and Emmental. For example, Quebec-based 1001 Fondues makes a wide variety of ready-to-cook fondues, including its Chic! line with options such as Lightly Smoked and St. Laurent Whisky 3 Grains.
PLANT-BASED LEVELS UP
With improvements in dairy-free cheese, the category is moving into new territory. “Taste, texture and meltability have all made major strides and continue to win over the taste buds of consumers across the country,” says Meryem Leyoussi, commercial and brand lead at Violife Canada, which produces a range of dairy-free products. “With consumer needs for the more foundational formats like shreds and slices well established, there’s an increasing demand for more artisanal-style cheese … Think tangy, dairy-free feta for salads, nutty Parmesan to finish off your pasta, or smooth cream cheese for that warm, toasted bagel.”
At Whole Foods Market, there’s growing consumer interest in artisanal varieties, “especially those that go beyond simply being dairy-free and aim to replicate the complexity of traditional cheese,” says Shafiee. “Canadian brands like Nuts for Cheese, VegNature, [Fauxmagerie] Zengarry and UmYum Monroe have done an amazing job creating a diverse selection of artisanal, nut-based cheeses.”
For its part, Nuts for Cheese is expanding
into new formats to meet evolving tastes, says U.S. sales director Candace Campbell. “In addition to our artisanal wedges, we now offer a range of organic cashew cream cheese-style spreads and a new line of creamy cashew dips, which are quickly gaining traction across Canada and the U.S.,” she says. “This expanded lineup allows us to cater to multiple-use occasions from snacking and spreading to entertaining and cooking.”
NEW WHAT’S
JORDANS NO ADDED SUGAR GRANOLA
This is the first no added sugar product in the Jordans range, made for people who are more conscience of their sugar consumption. The granola is made with Jordans signature clusters, no added sugar or artificial sweeteners. Juicy sultanas, chunky cashews, almonds and hazelnuts are added so each mouthful is a joy to the tastebuds. Jordans granola is high in fibre, made with whole grain oats and non-GMO project verified.
NAPOLETANA
This Artisan gluten-free pizza crust brings authentic Italian flavours to those with dietary needs because why can’t gluten-free be just as delicious? After years of research, OGGI Foods created a light, crisp, and chewy crust with a unique blend of non-GMO, gluten-free flours. Certified gluten-free, it’s safe for those with sensitivities and delivers a gourmet Italian pizza experience.
EGGS2go!
Burnbrae Farms® EGGS2go! Free Run Hard Boiled Snack Pack offers a convenient and nutritious snack. Each pack contains two medium eggs, providing 130 calories, 12 grams of protein, and essential vitamins like B12. The eggs come from hens that roam freely in open-concept barns, with nesting areas to lay their eggs. These hard-cooked and peeled eggs are ready to eat, perfect for busy lifestyles. Consumers can enjoy them alone or add to salads, sandwiches, and meals.
TERRABRAE EGGSHELL SOIL ENHANCER
A first of its kind, TERRABRAE® Eggshell Soil Enhancer is made with repurposing approximately 350 finely ground Burnbrae Farms® eggshells that were cracked in processing operations while making a variety of egg products. This innovative garden and lawn offering helps prevent calcium deficiency, balance soil pH level and builds strong plant cell walls for indoor plants and outdoor gardens and lawns.
The Trophy That Defines Innovation
1 WHAT’S OLD IS NEW AGAIN
Long before refrigerators or gut-health trends, people worldwide used fermentation—a natural process where microbes such as yeast transform carbohydrates into acids, gases or alcohol—to preserve food, boost flavour and enhance its nutritional value.
What’s driving interest now? Fermented foods and beverages are rich in live beneficial bacteria, which nurture a vital part of our health: the gut microbiome. These foods include traditional staples such as kimchi, sourdough bread and sauerkraut to the more buzzy tempeh and kombucha.
“The microbiome is like a hidden organ, made up of trillions of microbes that outnumber human cells,” says Jeremy Burton, deputy director of the Canadian Centre for Human Microbiome and Probiotics and lead of the Canadian Fermented Food Initiative. “It influences everything from immunity to metabolism, shaping our overall health.”
In other words, a thriving microbiome supports much more than digestion. “We are only beginning to grasp the true power of the microbiome,” Burton says.
Fermented foods Four things to know
By Chris Daniels
2 GLOBALLY INSPIRED, WIDELY ADMIRED
Fermented foods are deeply integrated into culinary cultures from around the world. Tepache, a popular tangy fermented beverage that dates back to the pre-Colombian era of what is now Mexico, is made by using wild yeasts and spices to transform pineapple. Korean kimchi is made by packing cabbage in salty brine, encouraging lactic acid bacteria to thrive. Shredded cabbage, salted and left at room temperature, becomes sauerkraut—a fermented staple first popular in Central and Eastern Europe. And miso is a traditional Japanese seasoning made from fermented soybeans, salt and koji (a type of fungus).
3 IN A PICKLE
Worth around US$571 million in 2023 and with a compound annual growth rate of 8.1% through 2030, Canada’s fermented food market is projected to top $985 million, according to Grand View Research. And it’s not just specialty or national-brand producers driving growth. Store brands are jumping into the fermented foods and beverages space, too. Goodness Me! Natural Food Market is launching a private-label line of fermented pickles (cucumbers that have been preserved through a natural fermentation process in a salt brine rather than vinegar) with at least 10 flavours. Why pickles? Why not pickles! Sales of “fermented pickles have grown about 25% year over year,” says Cristina Martinez, the Ontario-based grocer’s category manager—supplements.
4 DRINK UP!
Kombucha broke ground as the original “fermented and functional” drink. However, the beverage category has expanded to blend probiotics with fermentation and athletic performance, Martinez adds. Brands include SuperBelly, a hydration line from Vancouverbased Blume Supply featuring fermented apple cider vinegar as its base. “We’ve tripled sales in three years,” says co-founder and CEO Karen Danudjaja. Kefir, a fermented milk beverage, is experiencing a resurgence in popularity thanks to its perceived health benefits, including improved digestion and enhanced bone health.
Young customers and social media seem to be leading the charge. “We’re seeing a lot more interest from younger consumers in fermented foods,” notes Ashten Buck, education manager at Healthy Planet. She credits social media and a growing demand for plant-based milk alternatives, which are now available in kefir. “Coconut kefir is really popular,” explains Buck, noting that Healthy Planet carries Vita Coco and Canadian brand Maison Riviera.
New on shelf!
1. LITTLE BELLIES
Australian snack brand Little Bellies is adding seven products to its Canadian lineup, targeting key developmental stages from 10-plus months to toddlerhood. The expanded range introduces new shapes, flavours and textures to promote independence and self-feeding skills. These items include Organic Carrot & Cinnamon Paws, Organic Apricot Fruity Bars, Organic Veggie Tubes, and Organic Sweet & Salty Softcorn.
2. HEINZ MAYONNAISE-STYLE SAUCES
Kraft Heinz Canada is expanding its mayonnaise-style sauce lineup—which already includes Garlic, Sriracha and Mayochup—with four new flavour options. Smoky Bacon blends creamy mayo with smoky bacon flavour, Garlic Parmesan layers fragrant garlic with rich Parmesan cheese, Mango Habanero fuses tropical sweetness with a spicy kick, and Pickle delivers a tangy twist.
3. SCADDABUSH ITALIAN KITCHEN & BAR SORBET AND GELATO
Restaurant chain Scaddabush Italian Kitchen & Bar is entering the grocery market with a line of Canadian-made sorbets and gelatos. Available in Lemon Sorbet, Mango Sorbet, Vanilla Maple Gelato, Chocolate Brownie Gelato and Tiramisu Gelato, the range offers shoppers a taste of the restaurant’s popular desserts at home.
Whether for pancakes or waffles, this mix delivers an elevated breakfast in minutes— simply add two-thirds of a cup of water, cook on low heat then eat. Made in Canada with real banana flakes and chocolate chips, no artificial colours, fillers or flavours.
5. ACTIVIA EXPERT
Developed for health-conscious consumers seeking elevated gut health support, Activia Expert offers an updated nutrient profile with a blend of prebiotics and probiotics and at least six grams of protein per serving. Available in Plain and Vanilla (750-gram tubs) and in Cherry, Blueberry and Strawberry (four-packs of 100 grams each). CG
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Express Lane
LABOUR PAINS Canada’s job market faces volatility, driven by demographics, immigration and more
By Kristin Laird
WITH TRADE UNCERTAINTY, aging demographics, shifts in immigration policy and changing consumer spending patterns, Canada’s labour market is in flux. In her July report, Soft spots and strongholds: How Canada’s jobs market is handling trade volatility, RBC economist Rachel Battaglia notes that after a brief period of stability in late 2024 and early 2025, unemployment is once again climbing as job vacancies decline.
We recently chatted with Battaglia about what this means for grocery supply chains, hiring strategies and the future of retail work. This interview has been edited for clarity and length.
In your report, you say job losses remain largely concentrated in traderelated sectors, with manufacturing, primary resources, transportation and warehousing hit hardest. What risk does that pose to grocery supply chains?
Transportation, I know, is a big one. A lot of our food in Canada is domestically produced, if I’m not mistaken. But, there are quite a few items that we do get from the U.S. as well as Mexico, which are potentially transported through the U.S. So, there is potential for backlogs and supply chain issues, even though most of our food is compliant with the Canada-United States-Mexico agreement. I think the illusion of tariffs is still a major obstacle for a lot of businesses.
Prime Minister Mark Carney has dropped a lot of retaliatory tariffs. What impact, if any, could this have on the job market?
Now they’re dismantled—that gives businesses a bit more clarity, potentially more certainty, maybe they won’t have to adjust their prices and maybe they can return to hiring. Those things feed through when you have more certainty.
Do you expect a similar slowdown in seasonal hiring heading into the holiday season as we saw with summer jobs? There’s potential for that, especially if we see consumers pare back on their spending. That’s not something we’ve seen yet. We’ve seen confidence measures plummet, but our cardholder spending data is staying strong. But, we do have layoffs … We also have a lot of sectors implementing hiring freezes because everything is so uncertain. If come the holiday season we have a little more certainty in terms of trade policy, there is potential for some of those hiring freezes to be lifted.
Given the current job market, what does this mean for consumer spending power?
Well, consumers seem to be a little hesitant. If we compare to 2023, we saw businesses pulling up their prices and consumers keeping up—wages were increasing faster than normal. Right now, we are in a very different economy. Consumers don’t seem to have the capacity to absorb the same price increases as in 2023, even though inflation is down to 1.7%. We must remember this is compounded on years of very, very high inflation. Food inflation is somewhere around 20% higher than it was compared to pre-pandemic 2019. So, even though
inflation has returned to trend, consumers are still grappling with the fact prices have grown exponentially over the last few years.
Looking five years ahead, what do you think Canada’s employment landscape will look like?
We could see a resurgence of previous themes, I’ll call them, which is the aging workforce. That was one of the reasons we were so aggressive on our immigration strategy in 2022. Because most newcomers to Canada are core working age, we saw a pause and slight down shift of the aging population in Canada. By reshaping our immigration strategy, we are limiting the inflow of working-age newcomers ... That could put Canadian demographics back on an aging trend, which will have implications for Canada’s labour market, especially on the supply side.
From a grocery retail perspective, what adjustments might be needed to accommodate older workers?
Just a few years ago, all the talk was about a worker shortage and not finding enough people to fill vacancies. That discourse has obviously changed a lot but, moving forward, that shortage of workers is a theme that could re-emerge given our aging population and [as] we clamp down on our immigration policy. If there’s a way to attract people on a part-time basis or make it more attractive or set yourself up for when that time does come, that could put grocers in a more favourable position. CG
CFIG STAFF MEMBERS
ROLSTER TAYLOR Vice President, Sales
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NANCY
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A WORLD OF OPPORTUNITIES
More Trade. More Tastes. More Trends.
OCTOBER 28 & 29, 2025 | TORONTO CONGRESS CENTRE, NORTH BUILDING
#GICSHOW25 | WIFI NETWORK: GIC2025 | PW: GIC2025!
WELCOME TO GROCERY INNOVATIONS CANADA A MESSAGE FROM RON WELKE, PRESIDENT & CEO
Welcome to Canada’s premier grocery conference and exhibition, Grocery Innovations Canada where A WORLD OF OPPORTUNITIES awaits, with MORE TRADE. MORE TASTES. MORE TRENDS. It’s the must-attend event where all of grocery–some 5,600+ attendees–gather over two days.
Get ready for the event by scanning the QR code for the Smart Guide to have all of the exhibitor and conference, and event information at your fingertips!
Be sure to check out the innovations on the 140,000 sq.ft. exhibition floor featuring 1,500+ companies and 600+ booths. Scan the QR code below for the full agenda and exhibitors listings.
Ontario Pavilion – Showcase of regional excellence and innovation. Quebec Pavilion – Unique products and services from Quebec-based companies. Interac Insights & Innovations Stage – Expert panels and trend talks.
FCC Refresh & Recharge Station – A great spot to sample some beverages, network or take a break.
First Time Exhibitors Pavilion – Discover new and emerging brands and technologies. Sustainability Sentral Pavilion – Find green, environmentally friendly products and services. CFIN (Canadian Food Innovation Network) Pavilion – Features the latest made-in-Canada food tech innovations. City of Toronto Pavilion – Check out small food start-up companies.
Start your mornings with the conferences in the ballrooms. Our curated expert sessions and workshops will provide your team with critical business insights. From an update on the Grocery Code of Conduct with Adjudicator Karen Proud, to the latest economic numbers from BMO economist Aaron Goertzen, don’t miss these insightful speakers. Scan the QR code below for the full agenda and speakers.
Networking opportunities are everywhere at GIC. From the 1:1 meeting program, Category Connect, taking place on Tuesday to the events after the close of trade show each day, delegates can catch up with colleagues and new business prospects.
OCTOBER 28 & 29, 2025 | TORONTO CONGRESS CENTRE, NORTH BUILDING #GICSHOW25 | WIFI NETWORK: GIC2025 | PW: GIC2025!
CANADIAN GROCERY’S LARGEST MEETINGS, EXHIBITION + CONFERENCE EVENT
GENERAL INFO
REGISTRATION HOURS
Sunday, October 26, 2025 ................8:00am—4:00pm
Monday, October 27, 2025 ................8:00am—4:00pm
Tuesday, October 28, 2025 7:00am—6:00pm
Wednesday, October 29, 2025 7:00am—4:30pm
CONFERENCE HOURS
Tuesday, October 28, 2025 7:30am—11:00am
OPEN TO ALL ATTENDEES AND EXHIBITORS
Toronto Congress Centre (TCC)-North Building
Wednesday, October 29, 2025 7:15am—11:00am
*PRE-REGISTRATION REQUIRED FOR ALL SESSIONS
TCC-North (Ballrooms A, B,)
TRADE SHOW HOURS
Tuesday, October 28, 2025...................11:00am – 4:30pm
Wednesday, October 29, 2025 11:00am – 4:00pm
TCC-North (Hall H, I, J)
Hear why grocers need to attend GIC!
EVENTS
Monday, October 27, 2025:
5:30pm–7:30pm Opening Reception
OPEN TO ALL ATTENDEES AND EXHIBITORS
TCC-North (Collaboration Corridor – J. Mitchell Lobby)
Tuesday, October 28, 2025: 4:30pm—6:30pm Merchandising Excellence Awards
Master Merchandiser & Top 10 Awards announced OPEN TO ALL ATTENDEES AND EXHIBITORS
TCC-North (Collaboration Corridor – J. Mitchell Lobby, Ballrooms A, B)
Wednesday, October 29, 2025:
*PRE-REGISTRATION REQUIRED 5:30pm—6:15pm
*Independent Grocer of the Year Reception
TCC-North (Collaboration Corridor – J. Mitchell Lobby, Ballrooms A, B)
6:30pm—9:15pm *Dinner & Awards
TCC-North (Ballrooms A, B)
SERVICES
FIRST AID OFFICE
The First Aid Office is located by Hall H wood doors. For any emergency, contact Toronto Congress Centre Building Security (Door 4) at: 416-688-6469
WHEELCHAIR SERVICES
TCC has one wheelchair on standby in first aid room for emergency purposes.
MEDIA OFFICE
Nancy Kwon is the key media contact for Grocery Innovations Canada 2025. All media must be registered before entrance into the trade show. The media office is located beside the trade floor.
ROBERT WILSON Chief Customer Officer, Nestle Canada Inc.
DOMINIC ARSENAULT IGA Coaticook #8046, Coaticook, QC
*BRIAN BRADLEY Vice Chair, Stong’s Markets, Vancouver, BC
GENE COLEMAN Coleman Group of Companies, Corner Brook, NL
*BRAD FLETCHER Member at Large, The Village Grocer, Markham, ON
NATHALIE COUTAYAR Denninger’s Foods of the World, Hamilton, ON
*JAMIE NELSON Honourary Past Chair, Pattison Food Group, Langley, BC
PAT PESSOTTO Longo Brothers Fruit Market, Vaughan, ON
*RICK RABBA Treasurer, The J. Rabba Company Ltd., Mississauga, ON
MIKE SHARPE Sharpe’s Food Market, Campbellford, ON
DEBBIE UNICK Federated Co-operatives Ltd., Saskatoon, SK
*ERIN HIGDON Chair, Powell’s Supermarket Ltd., Bay Roberts, NL
NEIL KENNEDY Sobeys Strathmore, Strathmore, AB
*JIM HAMILTON Secretary, Hammy’s AG, Ponoka, AB
CRAIG CAVIN Country Grocer, Victoria, BC
BEN HARRACK Pattison Food Group, Langley, BC
ADELE KOSTURA Independent Business TGP Federated Co-op Ltd., Edmonton, AB
JASON VESELY Westlock Sobeys, Westlock, AB
✶RON WELKE President & CEO, CFIG, Toronto, ON
STEEVE LAMONTAGNE VP Sales & Head of Canada Sales, Kruger Products LP.
A WORLD OF OPPORTUNITIES
More Trade. More Tastes. More Trends. OCTOBER 28 & 29, 2025 | TORONTO CONGRESS CENTRE, NORTH BUILDING
#GICSHOW25 | WIFI NETWORK: GIC2025 | PW: GIC2025!
#GICSHOW25 | WIFI NETWORK: GIC2025 | PW: GIC2025!
#GICSHOW25 | WIFI NETWORK: GIC2025 | PW: GIC2025!
DAILY SHUTTLE BUS BETWEEN WESTIN TORONTO AIRPORT HOTEL AND TORONTO CONGRESS CENTRE NORTH BUILDING (Every 15-20mins)
Sponsored by:
Monday, October 27, 2025:
8:00am – 12:00pm | Industry Tour
*PRE-REGISTRATION REQUIRED; RETAILERS ONLY
Shuttle pick up at 7:45am Lobby, Westin Toronto Airport Hotel
Sponsored by:
5:30pm – 7:30pm | Opening Reception
ALL EXHIBITORS AND ATTENDEES WELCOME
TCC-North (Collaboration Corridorr – J. Mitchell Lobby)
Sponsored by:
Tuesday, October 28, 2025:
SESSIONS OPEN TO ALL REGISTERED DELEGATES WITH FULL DELEGATE, CONFERENCE & TRADE SHOW PASSES TCC-North (Ballrooms A, B)
7:30am – 8:00am | Continental Breakfast–Registration/Check-in for AGM
Sponsored by:
8:00am – 8:30am | CFIG Annual General Meeting CFIG updates with President & CEO, Ron Welke
8:35am – 9:20am | Grocery Code Update with adjudicator Karen Proud. Q&A to follow with moderator Gary Sands, CFIG.
9:25am – 10:05am | KEYNOTE: Smart Shelves, Smarter Stores: AI's Impact on the Future of Grocery
In this thought-provoking keynote, Ramy Nassar, an internationally acclaimed expert in artificial intelligence and strategic foresight, will explore the transformative impact of AI and emerging technologies on the grocery sector. Drawing from his extensive experience and forwardthinking approach, Ramy will paint a vivid picture of the grocery landscape over the next 5-10 years, offering invaluable insights into the challenges, opportunities and risks that lie ahead for independent grocers.
Sponsored by:
10:10am – 10:50am | State of the Industry with BMO Sr. Economist & Director, Aaron Goertzen.
Sponsored by:
10:55am – 11:00am | Ribbon Cutting
11:00am – 4:30pm | Trade Show
TCC-North (Hall I)
12:00pm – 3:00pm | Category Connect Meetings
*PRE-REGISTRATION REQUIRED
TCC-North (Ballrooms A, B)
TUESDAY
INTERAC INSIGHTS & INNOVATIONS STAGE
SESSIONS OPEN TO ALL TRADE SHOW, CONFERENCE PASS HOLDERS
12:00pm – 12:30pm | Tech Talk
Independent grocers are operating on razor-thin margins and facing pressure from all sides: rising labour and logistics costs, aggressive pricing from national chains, and shifting consumer expectations. But a wave of made-in-Canada food-tech innovations is helping level the playing field. This panel will showcase practical, low-barrier technologies grocers can pilot today to drive productivity gains and stay competitive. Moderated by Richa Gupta, Canadian Food Innovation Network.
1:00pm – 1:30pm | From Print to Performance How Retail Media is Reinventing the Weekly Ad, Adam Zimmerman, Ideal Design House
2:00pm – 2:30pm | The Hot Ones From Seoul to the Supermarket, the Hottest Trends in K-food to Boost your Sales, Edward Son, Korea Food Trading
Scan QR Code for Session Speakers and Full Guide
Shelf talkers
Aisle Blades
ESL Accessories
Sign holders
Shelving
Merchandising Solutions
Shopping
A WORLD OF OPPORTUNITIES
More Trade. More Tastes. More Trends.
OCTOBER 28 & 29, 2025 | TORONTO CONGRESS CENTRE, NORTH BUILDING
#GICSHOW25 | WIFI NETWORK: GIC2025 | PW: GIC2025!
Tuesday Evening Event
OPEN TO ALL REGISTERED DELEGATES, EXHIBITORS
TCC-North (Collaboration Corridorr – J. Mitchell Lobby, Ballrooms A, B)
4:30pm – 6:30pm | Merchandising Excellence Awards with MCs Ron Welke, Laura Collaton.
Best merchandising displays are awarded and Top 10 in Grocery winners announced.
Reception Sponsor:
Program Sponsor:
Wednesday, October 29, 2025:
*REGISTRATION REQUIRED
OPEN TO FULL DELEGATES, CONFERENCE PASS HOLDERS
TCC-North (Ballrooms A, B)
7:15am – 8:00am | Breakfast
Sponsored by:
8:00am – 8:30am | Flavour Forecast
McCormick’s Chef David Burnett shares the latest trends that influence what we cook and eat from the brand’s Flavour Forecast report.
8:35am – 9:15am | Retailer Spotlight on Innovation with Brian Bradley, Stong’s Market; Kysa Grosso, Sunripe; Edward Son, Korea Food Trading/Galleria. Ron Welke, moderator.
9:20am – 10:05am | Consumer Insight Session
NieslenIQ Exclusive. Leverage Diversity for Growth: A View into the Ethnic Shopper. Carman Allison, NielsenIQ.
ROOM 7: Keys to the New Grocery Code: Retailers join this session to highlight what aspects of the Code are important to the retailer, becoming a Code member, using the portal and Global Code experience from the U.K., Australia and New Zealand. Presented by Henry Chambers, Sentinel International Commercial Training and Management Consultants.
ROOM 8: The Future of Product Identification: Why 2D Barcodes Matter to Your Business. Discover how 2D barcodes are transforming the future of product identification. Learn how this next-generation technology enhances transparency, streamlines operations, and creates new opportunities for consumer engagement and business growth. Presented by GS1 Canada’s, Jason Laxdal and Pam Horvatis.
ROOM 9: At Your Service: How Grocers Can Better Serve their Customers Using Tech and Other Means, From Trends to Category Management. Presented by Aeron Lawrence, Flipp Corp.
Sponsored by:
11:00am – 4:00pm | Trade Show
TCC-North (Hall H, I, J)
Scan QR Code for Session Speakers and Full Guide
A WORLD OF OPPORTUNITIES
More Trade. More Tastes. More Trends.
OCTOBER 28 & 29, 2025 | TORONTO CONGRESS CENTRE, NORTH BUILDING
#GICSHOW25 | WIFI NETWORK: GIC2025 | PW: GIC2025!
7:30pm – 9:15pm | Independent Grocer of the Year Awards. Handed out to the top grocers in the country. WEDNESDAY INTERAC INSIGHTS & INNOVATIONS STAGE
SESSIONS OPEN TO ALL TRADE SHOW, CONFERENCE PASS HOLDERS
12:00pm – 12:30pm | The State of Labour in 2025 What’s Changed and What’s Next? Join Steve Mendelssohn of Jobsthatfeed.ca, which helps employers attract and retain employees in the food industry.
1:00pm – 1:30pm | From Chaos to Clarity Making Grocery Tech Work for You. Technology is rapidly reshaping the grocery industry, but navigating it can be overwhelming. Hear about the opportunities for grocers of all sizes. From shelf-edge digitization to labour-saving tools, explore how practical tech investments open new worlds of efficiency, profitability and customer engagement. Presented by Shawn Cunningham, Ravyx.
Wednesday Evening Event
DINNER TICKET/FULL DELEGATE WITH DINNER PASSES ONLY
*REGISTRATION REQUIRED; PAYMENT ONSITE DEPENDING ON AVAILABILITY
TCC-North (J. Mitchell Lobby, Ballrooms A, B)
5:30pm – 9:15pm | Independent Grocer of the Year Gala. Hosts: Laura Collaton, Gary Sands and Ron Welke.
5:30pm – 6:15pm | Reception
Reception Sponsor:
6:30pm – 7:30pm | Dinner
Scan QR Code for Session Speakers and Full Guide
Dinner Sponsors:
Awards Sponsors:
Sponsored by:
DAILY SHUTTLE BUS BETWEEN WESTIN TORONTO AIRPORT HOTEL AND TORONTO CONGRESS CENTRE NORTH BUILDING (Every 15-20mins)
A WORLD OF OPPORTUNITIES
More Trade. More Tastes. More Trends. OCTOBER 28 & 29, 2025 | TORONTO CONGRESS CENTRE, NORTH BUILDING #GICSHOW25 | WIFI NETWORK: GIC2025 | PW: GIC2025!
THANK YOU TO OUR SPONSORS*
Grocery Innovations Canada 2025 thanks the following sponsors for their support.
*As of Sept. 17, 2025
OFFICIAL MEDIA SPONSOR
EXHIBITOR LISTINGS
A. Lassonde Inc.
170 5e Avenue
Rougemont, QC J0L 1M0
T: (888) 477-6663
E: info.sales@lassonde.com www.lassonde.com
Booth #1509
Acosta
2700 Matheson Boulevard East East Tower, Ste. 101 Mississauga, ON L4W 4V9
T: (905) 238-8422
E: tal.dovas@mosaic.com www.acosta.com
Booth #1424 & 1424A
Advantage Solutions
60 Courtneypark Drive West, Unit 3 Mississauga, ON L5W 0B3
California Ripe Olives 2565 Alluvial Avenue, Ste. 152 Clovis, California 93611 USA T: (905) 220-6577
E: nicole@marenmarcoux.com www.calolive.org
Booth #2036
Cambridge Treats Inc. 115 Goddard Crescent Cambridge, OT: aN N3E 0B1 T: (226) 566-5678 x 100 E: info@cambridgetreats.com cambridgetreats.com Booth #1825
Canadian Club 3280 Bloor Street Center Tower, Ste. 510 Toronto, ON L8J 2T3 T: (416) 849-7300 E: mike.gillis@beamsuntory.com www.suntoryglobalspirits.com Booth #507
Canadian Food Innovation Network 7382 Wellington Road, Unit B Guelph, ON N1H 6J2 T: (416) 356-1481
Rotobale Compaction Solutions Inc. 7232 Arthur Road 5 West Kenilworth, ON N0G 2E0 T: (519) 323-3673 info@rotobalecompaction.ca www.rotobalecompaction.ca Booth #1134
✪ RTS Retail 1027 Industrial Place St. Clements, ON N0B 2M0 T: (800) 663-2803
Shelf2Cart/Multi-Action Communication 1220 W 130th Street Brunswick, OH 44212 USA T: (866) 516-7300 E: info@shelf2cartsolutions.com www.shelf2cartsolutions.com Booth #416
