Canadian Grocer June/July 2023

JUNE/JULY 2023

(L - R) MARIE-PIER DAVIS MCCORMICK CANADA NEDA ESMAILZADEH DANONE CANADA JAMIE SAYERS PATTISON FOOD GROUP RANDA HASSANIE TREE OF LIFE CANADA JULIA KNOX SOBEYS

SuperStars

How to boost back- Sizing up the meal What’s next for to-school sales opportunity centre store?

(L - R) EVELYN CHAU WALMART CANADA ANNIE ST-ONGE METRO HEATHER FADALI LOBLAW CHRISTINE BATKE CONAGRA BRANDS CANADA

Introducing our 2023 Star Women in Grocery

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Contents

June/July 2023 || Volume 137 - Number 4

82

71

Features

Departments

31 Wonder Women!

7 Front Desk 9 The Buzz 83 New on Shelf

Introducing our oustanding 2023 Star Women in Grocery winners

71 A growing appetite for meal solutions FROM TOP LEFT: SHUTTERSTOCK/ANJELIKAGR, SHUTTERSTOCK/GREY_AND, TOBI ASMOUCHA

12

Shoppers recognize the value and convenience of prepared foods, but still need a nudge to check out grocery options first

JUNE/JULY 2023

leaving the corporate world, Rula Sharkawi started My Little Chickpea to make it easier for busy people to eat whole, healthy meals IDEAS

15 How do Canadians feel about AI? New Dalhousie

study finds we don’t really know what to make of this tech

17 The big question Grocery leaders share how they’re making progress on DE&I

How to boost back- Sizing up the meal What’s next for to-school sales opportunity centre store?

On the cover Our annual Star Women issue.

Photography by Mike Ford, hair and makeup

by Vanessa Baudner

PEOPLE

12 Peas of the puzzle After

(L - R)

19 What’s cooking at Healthy Planet? New

Kitchen concept serves up grab-and-go meals to health-minded consumers

MARIE-PIER DAVIS MCCORMICK CANADA NEDA ESMAILZADEH DANONE CANADA JAMIE SAYERS PATTISON FOOD GROUP RANDA HASSANIE TREE OF LIFE CANADA JULIA KNOX SOBEYS

(L - R) EVELYN CHAU WALMART CANADA ANNIE ST-ONGE METRO HEATHER FADALI LOBLAW CHRISTINE BATKE CONAGRA BRANDS CANADA

SuperStars

Introducing our 2023 Star Women in Grocery

21 Global Grocery News

and ideas from the world of food retail

COLUMNS

25 Time to tier-up Mintel’s Joel Gregoire on using tiered brand offerings to woo value shoppers

27 Snacking in the pandem-flation era Despite

feeling squeezed, Canadians are willing to shell out for snacks AISLES

77 Centre of attraction Ways grocers can maintain momentum in centre store

81 In the [lunch] bag Give

back-to-school sales a boost with the healthy and convenient options parents are seeking

82 Popcorn: Four things to know We take a closer look at this perennially popular food EXPRESS LANE

84 Risk without rewards

Eagle Eye’s Joel Percy on how grocers need to adjust their loyalty strategies to deliver more than just value June/July 2023 || CANADIAN GROCER 5

Canadian cattle beef-up cleaner air.

Grazed grasslands collect carbon from the atmosphere and store it in plants, roots and the soil – a natural and extremely stable carbon sink.

FACT

Canadian grasslands under the care of beef farmers and ranchers store 1.5 billion tonnes of carbon. Scan QR code to learn more.

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Hands down, one of my favourite issues of the year is our June/July issue. Why? Because with this issue we have the pleasure of introducing you to some of the most impressive people in the business —our Star Women in Grocery winners!

This year’s Star Women are a remarkable bunch. From the frontlines at the store to the c-suite, these leaders are positively contributing to the grocery industry in myriad ways. They’re driving the business forward by developing innovative products, creating killer marketing strategies, working on sustainable solutions, building better supply chain systems, better stores and are helping build stronger company cultures.

In this issue, our 57 winners from across the industry (retail, CPG, associations) generously share their challenges, what keeps them passionate about what they do and the lessons they’ve learned along the way. (Turn to page 31 to meet this year’s Star Women winners.)

Since 2012, Canadian Grocer has been recognizing the contributions of women in the workforce with the Star Women awards. We felt it was important to launch the awards back then and we feel they are just as relevant today. In fact, as we were putting the final touches on this issue celebrating the achievements of women, the United Nations released a report raising the alarm on the persistent presence of bias against women across the globe. According to the 2023 Gender Social Norms Index, close to nine out of 10 men and women hold fundamental biases against women, with nearly half believing men make better political leaders than women and two in five

Canadian Grocer launched the Star Women in Grocery awards in 2012

people believing men make better business executives. Without tackling these biases, warns the report, we’ll not achieve gender equality. It’s a stark reminder that although women have achieved much progress, there’s still much work to do.

One last thing! We’ll be honouring this year’s Star Women in Grocery winners at a special awards breakfast on Sept. 20 at Toronto’s International Centre (visit starwomen.ca for details). We hope you can join us in celebrating these amazing women! CG

Shellee Fitzgerald Editor-in-Chief

sfitzgerald@ensembleiq.com

Keep up to date on the latest news by signing up for our daily e-newsletter. It’s free and we’ll deliver it to your inbox each morning.

Visit canadiangrocer.com to subscribe June/July 2023 || CANADIAN GROCER 7

The Buzz

The latest news in the grocery biz Aisle 24 is expanding its footprint in Toronto later this summer

T&T CEO Tina Lee and Coquitlam Mayor Richard Stewart open the grocer’s newest B.C. store

Metro’s discount banner, Food Basics, opened a store in Port Elgin, Ont.

OPENINGS

T&T SUPERMARKET, AISLE 24, METRO, HEALTHY PLANET

T&T SUPERMARKET has opened two stores and announced plans for its U.S. expansion. The Loblaw-owned Asian specialty grocery store chain opened a 37,000-sq.-ft. location in Coquitlam, B.C. in May and a 36,000-sq.-ft. store in Toronto’s CF Fairview Mall in June. T&T also announced it would open a 76,000-sq.-ft. flagship store in Bellevue, Wash., next summer. “We know the love for T&T transcends borders. It’s not unusual to see U.S. licence plates in the parking lots of our British Columbia stores, with hundreds of customers regularly making the drive for our food,” said Tina Lee, CEO, T&T Supermarket, in a press release.

METRO has opened a Food Basics in Port Elgin, Ont. The 32,000-sq.-ft. discount banner store offers budget friendly private-­ label brands Irresistibles and Selection as well as locally-sourced products, fresh meat and produce, fresh barbecue chickens and self-checkout lanes. Metro says the new, modern store represents a major investment for the company.

AISLE 24, the cashierless, 24/7 grocery and convenience chain, is opening its latest location at The Well, a mixed-use development just south of Toronto’s bustling King West

Healthy Planet has opened four new stores

RETIREMENT

neighbourhood. The new store, which is slated to open this summer, will be one of the chain’s largest at 1,700 square feet. The new store will feature a full range of grocery products, a limited selection of produce as well as better-for-you options. There are currently 18 Aisle 24 stores (both corporate and franchises) in Ontario and Quebec.

Burnac Produce Group co-chairman Domenic Raso is retiring at the end of June after 16 years with the Vaughan, Ont.-based company.

Raso began his career as a produce manager at Fortinos in 1977.

He worked his way through the organization into senior operations and produce roles before ascending to VP of procurement and merchandising in the mid 1990s. In 1999, Raso was tapped to oversee Loblaw’s procurement division.

He joined Burnac Produce as a cochairman in 2007. He will serve on Burnac Produce Group’s advisory board moving forward.

HEALTHY PLANET has added new stores and new offerings to meet the growing demand for all things health. The family-owned retailer opened four stores in Ontario, including London, Ajax, Scarborough and Toronto. At its Ajax location, Healthy Planet introduced its Healthy Planet Kitchen concept, which features a chef-inspired menu with an assortment of grab-and-go items.

(Turn to page 19 for more on the strategy behind the Healthy Planet Kitchen concept.)

June/July 2023 || CANADIAN GROCER 9

The Buzz PEOPLE

Deborah Craven

Michael McCain

Curtis Frank

Andrew Davis

Longo’s has appointed Deborah Craven as its new president, marking the first time a woman has been tapped for the role at the grocer. Craven will be responsible for leading the company’s day-to-day business and ongoing growth strategy, while overseeing its nearly 6,000 employees across 37 locations. Chief executive Anthony Longo will shift his focus towards developing the company’s long-term strategy, growth and real estate, while still providing strategic guidance and oversight. Meanwhile, Mike Longo, who has served as the chief merchandising officer since 2020, has been appointed to the role of COO. Michael McCain has stepped down as CEO of Maple Leaf Foods, with president and COO Curtis Frank moving into the top role. McCain will stay on as executive chair of the board of directors for the Mississauga, Ont.-based company. Frank has been with Maple Leaf Foods for more than two decades, joining shortly after university and rising through the ranks over the years. He has been president and COO since 2018.

Walmart Canada has made senior executive leadership changes.

Mohammed Abdool-Samad has joined the big-box retailer’s Canadian operations—from Walmart’s Massmart business in South Africa—as group CFO. John Bayliss moved into the chief administration officer role, Michon Williams was promoted to chief technology officer and Joe Schrauder has been tapped as VP, operations and chief of staff to the CEO. Lactalis Canada has named Andrew Davis VP of marketing for its foodservice and ingredients and export division. He replaces Steve Hutchinson, who retires on July 31. In his new role, Davis will be responsible for leading the marketing strategy and team.

Florence Cauchy

Colin Chapdelaine

Procter & Gamble Canada has promoted Florence Cauchy to vice-president – sales, Loblaws enterprise team. Cauchy brings 13 years of retail experience to the role, having held several customer and strategy sales roles across the Canadian market.

The Canadian Produce Marketing Association has announced Colin Chapdelaine as the 2023-2024 chair. He takes over the role from Mario Masellis.

Chapdelaine has more than 25 years of experience in the produce industry and is currently president of berry operations at Star Produce, a Western Canada-based distributor of fresh fruits and vegetables.

10 CANADIAN GROCER || June/July 2023

The Food Industry Association of Canada has announced that Jamie Nelson, COO Pattison Food Group & EVP SaveOn-Foods, and Susan Niczowski, founder and president, Summer Fresh Salads Inc., are the recipients of the 2023 Golden Pencil Award. Presented since 1957, the prestigious Golden Pencil Award recognizes individuals who have made a significant and worthwhile contribution to improving the Canadian food industry as well as their communities. Nelson and Niczowski will be presented with their awards at the Golden Pencil Awards ceremony, part of Canadian Grocer’s GroceryConnex conference in Toronto on Nov. 20.

AWARDS/RECOGNITION

As part of its recent STORE 2023 Conference, the Retail Council of Canada revealed the winners of its Excellence in Retailing Awards during a gala held in Toronto. Fifteen retailers were awarded this year out of a record of 88 finalists. Winners from the grocery industry, and their respective categories, include Walmart (Health, Safety and Wellness); Empire Company Limited (In-store Experience and Design); Calgary Co-op and Giant Tiger (Philanthropic Leadership).

GENERATION NEXT—CALL FOR NOMINATIONS! We want to hear about the grocery industry’s rising stars! If you know someone working in grocery under the age of 40 who is innovative, excels at what they do and is showing a commitment to the grocery industry, nominate them for the 2023 Generation Next Awards. If you’re that awesome, you can nominate yourself, too! Winners will be featured at our Grocery Connex event in November and in Canadian Grocer’s December/January issue. Nominations close Sept. 15.

News to share? Tell us about your openings, comings and goings, etc. by dropping a line to sfitzgerald@ensembleiq.com

People

PEAS OF THE PUZZLE After leaving the corporate world, Rula Sharkawi started My Little Chickpea to make it easier for busy people to eat whole, healthy meals

By Andrea Yu Photography by Tobi Asmoucha

Who you need to know

IN

2012, Rula Sharkawi was working as a vice-president of stakeholder relations, communications and marketing for a recycling company. She had two young children and found herself short on time when it came to food prep. “I wasn’t able to keep up with 21 meals in a week,” Sharkawi explains. She went to the supermarket to seek easier meal options, but was unhappy with what she found. “I would look at ingredients and would have to Google what was in my food,” she says. “I realized there was something wrong with that.”

Sharkawi dreamed up a vision for a company that would help busy people eat nutritious, healthy foods “that my grandmother would recognize,” she explains. She began experimenting with family recipes, like falafel and hummus, derived from the shawarma restaurants that her parents had owned in Toronto when Sharkawi was growing up.

Her aim was to develop a product that had less than 10 ingredients and no preservatives, but would stay fresh in the fridge for at least 10 days. Five months later, in September 2012, on Sharkawi’s 40th birthday, she quit her well-paying corporate job to bring My Little Chickpea, her food company, to life.

Thanks to a friend’s business contact, Sharkawi was able to get her falafel in front of the buyer of a major retailer. “They shot me down,” she recalls. “They said the product was dry and it wouldn’t hold up well.” Sharkawi was disappointed, but felt even more motivated to tweak and perfect her recipe. “I had strong determination,” she recalls. “I knew I would hit some hurdles. I thought: ‘This isn’t going to stop me.’”

Sharkawi’s next step was to partner with a product developer to perfect her falafel recipe, creating three flavours that would retain their quality and texture throughout a 10- to 14-day shelf life, in addition to four flavours of hummus. She also hedged her bets and, in early 2013, rented a 1,000-sq.-ft. commercial kitchen in the east end of Toronto.

With her new products in hand, Sharkawi brought a handful of small retailers on board, including Maisie’s Independent City Market in Toronto, which is a Loblaw franchise. “I felt very proud and excited,” she says of getting her products into a store.

“I remember framing the first cheque I got from Maisie.” Sharkawi’s reach slowly grew after that—first at a smaller café in Toronto’s Leslieville neighbourhood, then selling to Summerhill Market, also in Toronto.

Traction was growing with My Little Chickpea, but Sharkawi was still a one-woman

show, working up to 15 hours a day. “I was doing everything: making products, delivering them, doing all the accounting,” she recalls. “There were moments when I was crying at my desk, thinking: ‘Oh my God, what have I done?’”

Thankfully, things turned around for Sharkawi by the end of 2013. “We had [products in] some good high-volume stores,” she says. “Now I had cash flow, and I could hire people.” In April 2014, Sharkawi brought on a chef and an office administrator, purchased a delivery van and hired a driver, which allowed her to focus on business development and product innovation.

The company’s next big break was launching at Whole Foods Market in the Greater Toronto Area (GTA), in the fall of 2016. “They said it was the No. 1 selling product in its category,” she says. “Our products were selling out. That was a huge boost for the company.”

Sharkawi began to set her sights beyond the GTA. However, the current iteration of her products—especially its clamshell packaging—limited their shelf life. “We reformulated our recipes and explored different packaging options,” she explains.

With help from the Business Development Bank of Canada, Sharkawi purchased equipment for creating a sealed product in “modified atmosphere packaging,” which doubled the shelf life to 30 days. That led to My Little Chickpea’s entry into artisanal health food stores in Kingston, London and Windsor, and even as far away as British Columbia. By the end of 2017, My Little Chickpea could be found in about 140 stores.

“Things started to snowball from there,” Sharkawi recalls. In 2018, My Little Chickpea began shipping to Alberta. She also brought on about 90 Sobeys stores in Ontario in the same year. By 2020, Sharkawi had developed a frozen chickpea veggie burger as a private-label product for a major retailer, along with frozen cauliflower bites and falafel burgers. Then, by the spring of 2021, My Little Chickpea made it into Whole Foods stores in British Columbia.

My Little Chickpea is now selling 10 products in about 500 stores in provinces across Canada. Later this year, Sharkawi will be working on getting her products into major retailers in Quebec, since they’re only in a few small stores in the province. And in 2024, she hopes to break into the U.S. market.

Sharkawi faced plenty of challenges along the way, but she is proud of where she’s landed. “It feels amazing,” she says. “I love the fact that I can help busy people eat well.

That makes me feel really good.” CG

30 seconds with …

RULA SHARKAWI What do you like best about your job?

I love nourishing people. I love the idea that I’m helping people get through their day and eating healthy, nutritious food. I also love connecting with people. I love experiencing momentum and growth. That excites me.

What has been your best day in the business so far?

In 2017, we were recognized as one of the top female owned and run startups in Canada

by Women of Influence. We were in the top three of 6,400 companies. That was a very exciting and proud moment.

What’s the hardest decision you’ve had to make?

Taking on debt to build a state-­of-the-art plant as part of our growth. Expansion is a great problem to have, but it’s also tough to decide how to best allocate financial resources.

If you didn’t have a food business, what would you be doing?

I would be travelling and coaching other food companies and startups on how to get their businesses off the ground.

I would also be teaching people how to cook, somewhere on a beach like Costa Rica or the Greek islands.

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

To ask for help. Ask for that sale, or for someone to bring your products in. If you don’t ask, you’ll never get what you need. And if you don’t get it, then you’re no worse off than where you started.

June/July 2023 || CANADIAN GROCER 13

CHICKEN IS CANADA’S MOST AFFORDABLE AND POPULAR MEAT PROTEIN! TRANSPARENCY IS IMPORTANT.

Canadians want to know where their food comes from and feel good about the choices they make. The Chicken Farmers of Canada are proud of the chickens they raise, how they raise them, and their contributions to a sustainable future. Use the Raised by a Canadian Farmer logo to show your customers that you offer the high-quality Canadian chicken they want. You can find out more at chickenfarmers.ca.

Chicken Farmers of Canada is here to support your business.

Reach out with questions or for support with inquiries about the chicken you offer: communications@chicken.ca

Ideas

RETAILERS || SUPPLIERS || SHOPPERS || INSIGHTS

TECHNOLOGY

SHUTTERSTOCK/NADIA SNOPEK

How do Canadians feel about AI? Artificial intelligence (AI) holds huge promise for grocery retailers: It can serve up insights into consumer behaviour, predict preferences and even anticipate dietary changes, according to researchers. But for consumers, the use of AI in the food sector brings up a mixed bag of emotions.

In a recent survey of more than 5,500 Canadians by Agri-Food Analytics Lab (AAL) at Dalhousie University, in partnership with Caddle, just over 16% said the use of AI in either the grocery or foodservice sector is a good idea, while 35% aren’t sure how they feel about AI. More than half are worried about the potential negative impact on jobs, and nearly 22% are concerned about privacy.

When asked if they are willing to shop at a grocery store knowing the company uses AI, just over 30% are comfortable with the concept and little more than half (50.2%) of respondents are uncertain about how they feel.

“When half of the population doesn’t know what to think of [AI], it’s hard to evaluate its market currency—and that’s what the data is telling us,” said Sylvain Charlebois, director of AAL, on a recent webinar on the survey findings. “People are just not sure how valuable AI can be. I actually do think that AI can be quite powerful.”

SkipTheDishes, for example, recently launched the Inflation Cookbook, which uses AI to track the top nutritious food items trending up and down in price each week to help Canadians find better-priced groceries. The free digital resource also has healthy recipes and users can customize their experience based on their household size and grocery budget. “There’s lots you can do with AI that can enhance the experience of consumers,” said Charlebois.

That benefit isn’t lost on many Canadians. Nearly half (47.7%) believe AI can offer faster checkout times at the grocery store, 28.5% believe AI can offer a more personalized experience, and 28% believe AI can provide better product or dish recommendations. However, 40% of respondents expressed a lack of trust in food companies’ ethical use of AI. “Most headlines related to AI are not necessarily all that positive. We have computer scientists telling us that AI is a greater menace to humanity than climate change … It’s scaring a lot of people,” said Charlebois. However, just like people got used to the “information superhighway” a.k.a. the internet back in the ‘90s, Charlebois doesn’t think AI’s “doomsday period” will last.—Rebecca Harris

June/July 2023 || CANADIAN GROCER 15

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Ideas THE BIG QUESTION

Neil Kudrinko

President

HOW ARE YOU MOVING THE NEEDLE ON DIVERSITY, EQUITY AND INCLUSION (DE&I)?

Digs Dorfman

CEO

THE SWEET POTATO

“We have a pretty diverse team of people at The Sweet Potato and have always thought of ourselves as progressive employers, but last year we realized we didn’t have formal policies around diversity or inclusion. We’ve since worked with a diversity and inclusion expert from an organization called Harbingers to try and figure out what we’re doing right, and what we could do better. We started by doing an extensive culture survey of our existing team. Some of the things we learned were really surprising to us, and we’re now in the process of using that information to try and draft more effective policies and practices moving forward.”

Erin Duggan

Vice-president of talent LOBLAW COMPANIES LIMITED

“Our goal is to be Canada’s most diverse employer. To meet this objective, we focus on education, representation and allyship across our company.

Our inclusion council, together with our 300-plus volunteers, create a culture of inclusion across genders, race/ethnicities, cultures and abilities through various equity-based initiatives.

Corporately, we are on track or have already exceeded all our representation goals. Our inclusivity training for 221,000-plus employees is among the country’s largest. And, the Shoppers Foundation for Women’s Health will contribute $50 million by 2026, with a focus on physical and mental health.”

KUDRINKO’S

“Companies talk about DE&I and point to their policies, but what’s more important than just policies is how companies affirm and celebrate diversity. Have you reviewed your employee programs to make sure they aren’t reflecting outdated views of identity? Are we saying anyone is welcome to apply for a job? Are we willing to rethink how we accommodate a more diverse set of candidates? Are we showing up as partners in those communities? Those are things we’ve been tackling as we strive to become a more affirming company.”

Brad Fletcher

President

THE VILLAGE GROCER

“While specific human resources training and open discussions aimed at building awareness around diversity and inclusion in our workplace have occurred, we are most proud of the fact that our team of more than 140 ‘Villagers’ consists of many different genders, races, nationalities and sexual orientations. This diversity allows us to explore different perspectives, approaches and views to our operation but, most importantly, it allows us to better relate to the many customers we meet and interact with every day.”

Gaétane Wagner

Chief human resources officer SAPUTO

“To help unleash the full potential of our team and meet their growing needs and interests, Saputo’s approach is to embed DE&I principles in all programs and processes impacting the employee life cycle. In recent years, we implemented initiatives to promote DE&I, including establishing a global DE&I council, unconscious bias training, expanded parental leave benefits, a development program for women and training on inclusive recruitment practices. Representation of women at senior levels went up 9% over the past few years and we have strategies in place to further increase representation in the coming years.”

June/July 2023 || CANADIAN GROCER 17

Congratulations to all 2023 star women award winners from

Ideas

1

3

2

1. Healthy Planet’s produce section 2. The retailer continues to expand its range of supplements, beauty products and more 3. Healthy Planet Kitchen in Ajax, Ont. 4. The Kitchen prepares fresh, grab-and-go items daily

4

What’s cooking at Healthy Planet?

HEALTHY PLANET

New Kitchen concept serves up grab-and-go meals to health-minded consumers By Rebecca Harris

Healthy Planet has come a long way from its origins as a strip-mall kiosk on Danforth Avenue in Toronto. In 1998, three years after its founding, Healthy Planet opened its first retail store and has since grown into a health and wellness chain with 34 stores in Ontario. Its growing product offering includes vitamins and supplements, sports nutrition, healthy foods and snacks, pet supplements, green beauty and eco-friendly home products, as well as a fresh selection of organic produce.

Along with its latest wave of four store openings–in London, Ajax, Scarborough and Toronto–Healthy Planet expanded into the foodservice space with its new Kitchen concept. Located at the new Ajax store, Healthy Planet Kitchen features a chef-inspired menu with an assortment of grab-and-go items. The offering

includes soups, sandwiches, wraps, bowls, pizzas, freshly squeezed organic juices, smoothies, breakfast items, baked goods and snacks. The retailer plans to expand the Kitchen concept to more stores, where space permits.

The idea behind Healthy Planet Kitchen stemmed from the post-pandemic trend of more people hanging up their aprons.

“We have noticed that fewer people are cooking meals at home, whether due to lack of time or skill,” says Muhammad Mohamedy, general manager of Healthy Planet Canada. “Our Healthy Planet Kitchen’s offerings were introduced to fill the gap of prepared organic grab and go. As an organization, we have always strived towards expanding our stores with the widest range of healthier product offerings every year. The Kitchen is just another example of [that].”

The menu is meant to appeal to people who are health-conscious and/or have dietary restrictions, with vegan, vegetarian and gluten-free options. The ingredients and organic produce for the full lineup come directly from Healthy Planet stores.

“We have spent years sampling and testing menu items to prepare meals that would satisfy the health and wellness space by taking into consideration our healthminded customers,” says Mohamedy. “We carefully select nutrient-dense, fresh, local and organic ingredients that are completely unrefined, while creating delicious and visually appealing menu options.”

Promotion for the launch of Healthy Planet Kitchen included social media and digital marketing. Mohamedy says the company will soon launch the offering on food-delivery apps so people can order from home or the office.

June/July 2023 || CANADIAN GROCER 19

Congratulations to all winners of the

2023 STAR WOMEN in Grocery Awards

Kruger Products is a proud sponsor of the annual Star Women in Grocery Awards

® Registered and TM trademarks of Kruger Products Inc. © Kruger Products Inc., 2023. ®’SCOTTIES is a registered trademark of Kimberly-Clark Worldwide, Inc., used under licence.

Absolut’s paperbased bottle

GLOBAL GROCERY

Eco-conscious consumers in the U.K. can head to one of 22 Tesco supermarkets in Manchester to grab vodka packaged in a paper-based bottle. Absolut Vodka has debuted what its touting as the first-ever commercially available paper bottles at the U.K. supermarket chain for a three-month pilot.

According to the company, the trial will provide insights from consumers, retailers and supply chain partners to inform its next steps in its goal to achieve a fully bio-based bottle and reduce its CO2 emissions. Absolut is not the only brand pushing paper packaging at Tesco, Mars Wrigley UK is also testing a paper-wrapped Mars bar at the supermarket. At 500 Tesco locations, the confectionery giant is piloting its iconic bars in recyclable paper packaging, ditching the plastic, for a limited run. Mars Wrigley UK says it is part of an initiative to explore different packaging options as part of its Sustainable in a Generation Plan.

News and ideas from the world of food retail

CLOCKWISE FROM TOP LEFT: ABSOLUT, LIDL, CARREFOUR, SHUTTERSTOCK/RVILLALON AND ALDI

Aldi returns to the small screen After attracting millions of U.K. viewers for six weeks last fall, Aldi’s Next Big Thing has been renewed by Channel 4 for a second season. The program gave 36 small food and drink makers the opportunity to pitch their ideas to Aldi’s managing director of buying, Julie Ashfield, for a chance to make it onto the discounter’s shelves. From edible bugs and camel milk to Yorkshire pudding beer and rum cake, the series, hosted

by Anita Rani and Chris Bavin, took viewers on a “behind-the-scenes journey” of what it takes to bring a product to market, with the winning products from each episode selling out within days of appearing on the show. Aldi is currently calling on British suppliers to apply to appear on the new series.

Lidl turns 50

5

Ideas

Discounter Lidl is celebrating a half-century in business this year. The operation started with a single store in Ludwigshafen-Mundenheim, Germany in 1973 and has grown to include more than 12,000 stores and 200 distribution centres in 32 countries, employing some 360,000 people. The retailer is marking its 50th with a series of promotional events, competitions and discounts in Germany through to the fall.

FRANCE CUTS FOOD PRICES

Following government pressure, 75 of France’s biggest food manufacturers have agreed to lower prices on hundreds of products where raw material costs have fallen. Starting in July, the prices on certain essential items such as pasta, poultry and vegetable oil will come down between 2% and 10%, according to reports. The move is intended to help consumers cope with persistent high food inflation. French Finance Minister Bruno Le Maire, who brought about the deal, has threatened financial sanctions if companies break their commitment.

Carrefour embraces ChatGPT

French retailer Carrefour has launched three solutions based on ChatGPT technology. Hopla, the new chatbot based on OpenAI’s GPT-4 technology, is integrated into its website in France and allows shoppers to ask for help choosing products that fit their budget, dietary preferences or menu ideas based on what’s in their fridge. According to Carrefour, Hopla can also serve up antiwaste solutions including suggestions for reusing ingredients. The retailer is also using generative AI to enhance its brand product sheets, with more than 2,000 already online to provide customers with more information on its products.

The tech is also being used to support purchasing procedures. “Generative AI will enable us to enrich the customer experience and profoundly transform our working methods,” said Alexandre Bompard, Carrefour Group chairman and CEO, in a release. “By pioneering the use of generative AI, we want to be one step ahead and invent the retail of tomorrow.” CG

June/July 2023 || CANADIAN GROCER 21

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CATEGORY CLOSE-UP

pasta As pasta is still a favourite, grocers can give consumers even more delicious options and elevated meal ideas

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rom choosy eaters to discerning foodies, everybody loves pasta. And what’s not to love? A pantry staple around the world, pasta is known for its versatility: It’s used in a wide range of dishes and cuisines, and can be prepared with almost-endless combinations of sauces, vegetables and proteins. Pasta is also convenient and easy to cook, making it a favourite for budding home cooks and experienced chefs alike.

“Pasta is the perfect food for at-home cooks, especially those with little-to-no experience in the kitchen,” says Angelo Boras, VP Sales at Italpasta, an Italianinspired, made-in-Canada brand founded in 1989. “Not only is pasta an easy meal to prepare, using the Italpasta brand makes it virtually foolproof because of the thick wall of our pasta, which makes it very forgiving of being overcooked.”

Another reason for pasta’s popularity is affordability: Compared to other food options, pasta is a budget-friendly way to make a healthy, satisfying meal.

Consumers also crave value, and nearly half of Canadians (49%) would pay a bit more for an artisan line of pasta, according to a March 2022 survey by Angus Reid, commissioned by Italpasta.

The pasta maker’s latest innovation – the Artisan line – ensures Canadians get their money’s worth. Italpasta Artisan pasta provides a simple way to turn an economical meal into an upscale meal, and it’s just as easy to prepare as traditional pasta.

“Artisan is inspired by an age-old Italian way of making high-quality pasta combined with Canadian craftsmanship and made with 100% Canadian wheat,” says Boras. “The result is a rough surface texture that helps sauce cling to our pasta for a fuller, delicious flavour with every bite.”

To meet growing demand for new options in the pasta aisle, Artisan comes in six varieties: Fusilli, Maccheroni, Gemelli, Penne Rigate, Spaghetti and Spaghettini.

“Consumers are increasingly interested in unique and artisanal pasta shapes,” says Boras. “Grocery retailers that offer a variety of shapes are providing some novelty for consumers, while helping to elevate the sophistication of this popular pantry staple.”

SPECIAL PROMOTIONAL FEATURE IN CANADIAN GROCER || June/July 2023

Photo: Johann Headley

for the love of

Four Ways To Heat Up Pasta Sales Product assortment: From novel shapes to artisanal varieties, grocers can offer a wide range of pasta options to cater to different consumer preferences. There’s truly something for everyone in the pasta aisle!

Promotions and discounts: Promotional campaigns and discounts will incentivize consumers to trial new products and stock up on favourites.

Cross-promotions with complementary products, such as sauces, cheeses and breads, make it easy for shoppers to find ingredients for a delicious meal, while increasing basket-size.

In-store displays and signage: Eye-catching displays and signage will draw attention to the pasta section and help eliminate the focus on price.

Using mouth-watering images, recipes or information about pasta can pique consumer interest and encourage exploration.

Cooking demonstrations: Hosting cooking demos featuring elevated pasta dishes can engage shoppers and give them ideas for using different types and cuts of pasta.

Congratulations to the 2023 Star Women!

Thank you for the leadership, passion and vision you bring to the Canadian Grocery and Retail Industry.

FOOD BYTES || Joel Gregoire The main benefit for consumers is that tiered brand lines allow for added flexibility. For store brands looking to convey the value that different tiers offer they, ultimately, need to ensure their shoppers understand the contrast. Mintel’s earlier report on private label suggests they do, to where 89% agree “it’s important that grocers offer a variety of store brands at different price and quality levels.”

Time to tier-up

Tiered brand offerings might be the way to woo value-seeking shoppers THE STARK RISE in food prices is affecting how Canadians shop for groceries. While there are several ways for shoppers to save, two stand out. According to Mintel research, nearly eight in 10 Canadian shoppers agree they’re “more willing to switch from [their] favourite brands if it saves [them] money,” with two-thirds going as far as to agree they’re “more willing to compromise on the quality of certain products if it saves “[them] money.” Simply put, most Canadians are willing to make trade-offs.

The willingness of shoppers to make trade-offs highlights the importance of providing different product tiers that give consumers flexibility when it comes to spending more or less, depending on their budgets and needs. In this regard, tiering is a concept that has been particularly relevant to store brands. Retailers, who own the shelves, can blanket stores with their own private-label brands and can tell a consistent narrative that extends across categories. Canada’s three leading grocers—Loblaw, Empire and Metro—each sell different private-label brands that are based on different value propositions. One brand line, for instance, offers products that differ to name brands sold in the same category, while other brands focus on offering products at lower prices but of “requisite” quality.

HOW FOOD INFLATION IS CHANGING SHOPPING BEHAVIOUR “Do you agree or disagree with the following statements about food and drink inflation?” n agree

n disagree

I’m more willing to switch from my favourite brands if it saves me money

79%

21%

I’m more willing to compromise on the quality of certain products if it saves me money

67%

33%

SOURCE: KANTAR PROFILES/MINTEL, NOVEMBER 2022 | BASE: 1,882 INTERNET USERS AGED 18+ WHO ARE RESPONSIBLE FOR GROCERY SHOPPING IN HOUSEHOLD

IT’S IMPORTANT TO HAVE CLEAR AND COHESIVE BRAND STANDARDS While store brands allow retailers to have greater influence across a range of categories, this advantage can also be a challenge. Managing a brand that has thousands of SKUs can quickly become unwieldy. Successful private-label programs need a set of clearly understood standards that product development teams and vendors can turn to. Standards can vary across brands, which makes them all the more important as retailers look to differentiate the product tiers that are sold on shelves.

A question that can be asked is, can the unique value that distinct brands offer be easily understood by consumers, and do product development teams account for this? For instance, for value brands, what level of quality trade-offs is acceptable to offer cheaper products? For brands that are looking to be different from what’s available in the market, what constitutes being unique? When these questions are factored in, across hundreds if not thousands of products, the importance of having standards that serve as a guide becomes clearer.

CAN NAME BRANDS TIER THEIR OFFERINGS? Because of rising prices at grocery stores, store brands have gained more attention. One key way Canadians say they are saving on groceries is “switching to cheaper/budget brands.” Over the longer-term, a reasonable question to ask is, can name brands adopt a tiering strategy like store brands? In this regard, there are factors to consider. First, how would this be done without damaging the existing brand equity that certain brands have built? Second, will consumers easily understand the different tiers associated with different name brands? Remember, grocery stores often sell tens of thousands of SKUs and the average consumer only has so much capacity to consider each purchase they make. Third, are promotional strategies from name brands already “doing the trick” in providing consumers with opportunities to save?

There is no one easy answer to whether name brands should adopt tiering strategies, of course.

But, with value taking on heightened importance as food inflation runs hot, brands and companies should consider exploring different ways to help consumers save according to their needs. CG

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. @JoelDGregoire

June/July 2023 || CANADIAN GROCER 25

to all the women who turned up the heat in the grocery industry!

EATING IN CANADA || Kathy Perrotta themselves and escape from life’s daily stresses and financial worries.

Snacking in the pandem-flation era

Despite feeling financially squeezed, Canadians are willing to shell out for their favourite snacks

With more than twothirds of eating and drinking occasions in an average day occurring between meals, it is critical to understand how trends and triggers are changing and re-shaping consumers’ snacking choices

FOR MOST OF US, the pandemic experience is in the rearview mirror. However, lifestyle shifts realized as a result of this event, crossed with current inflationary pressures, continue to yield unique changes in daily snacking behaviours.

Canadians’ noshing habits remain an integral part of everyday eating patterns, with the average individual consuming a food or beverage as a snack 11 times per day.

With more than two-thirds of eating and drinking occasions in an average day occurring between meals, it is critical to understand how trends and triggers are changing and re-shaping consumers’ snacking choices.

Here are some key change factors to consider when building winning snack strategies: LIPSTICK EFFECT It should come as no surprise that rising prices top Canadians’ concerns and this is exacerbated by rising interest rates amid high household debt levels. However, future or intended upgrades in spending are highest for groceries as consumers prioritize food over other discretionary purchases.

A key factor driving this prioritizing of food is the role it plays in bolstering daily enjoyment and experience. This phenomenon is sometimes referred to as the “lipstick effect” or small indulgence demand.

Consumers treat themselves with small, affordable indulgences in times where larger-ticket spending is curbed by inflationary headwinds.

Ipsos’ recent FIVE data release reveals this need state is up more than 20% versus the pre-pandemic period, with demand peaking at the evening snack, which is benefitting categories such as frozen novelties, ice cream, sweet baked goods, chocolate and potato chips.

Consider promotions and in-store initiatives that enable consumers to please loved ones, treat

MEAL REPLACEMENT PRIORITIES The return to hectic schedules has brought about a greater reliance on snacks that serve as a meal replacement.

In fact, one in five adults adhere to an eating regime that focuses solely on five or more small meals throughout the day rather than prioritizing threesquares a day. The mini-mealing or meal replacement regime is up 15% versus a year ago, according to Ipsos’ research, and offers a unique opportunity for many categories such as cheese, crackers, fresh fruits and vegetables, bars, nuts and dips.

Marketing strategies that promote functional needs like freshness and energy, as well as targeting new mood food requirements such as mental focus and concentration is critical.

RETURN TO ON-THE-GO NOSHING Time-constrained Canadians are seeking easy portable solutions. Close to one in five eating occasions takes place away from home (+10%) with demand likely to grow over the coming months to re-match pre-pandemic levels.

Needs driving portable choices include suitable format sizes, single-serve portions and factors targeting rising ethical considerations such as recyclable or reusable packaging.

Portability drivers are also tied to factors that please and nurture kids.

THE KIDS ARE ALL RIGHT Ipsos FIVE data that tracks habits and needs among individuals two- to five-years of age continues to show that kids remain the most prolific snackers with eat rates growing over time. We are raising a generation of new snackers, the likes of which we’ve not seen before.

Both parents and kids are looking to meet increasingly rigid parental and social snacking standards.

Parents seek clean ingredients and healthy options that prompt performance, but also please their children and offer a tasty treat.

Snacking among youngsters under 13 years old requires unique formulations and specific on-pack communications, but offers tremendous innovation opportunities. Low sugar, organic, peanut free and protein-enriched top labels of importance with dairy-free pronouncements increasingly important.

SNACK ATTACK Snacking will remain strong even in the face of financial pressures, with consumers willing to spend on their favourite items to help them get through their evolving daily routines, work commutes and, most importantly, for enjoyment, indulgence and to satisfy cravings. CG

Kathy Perrotta is a VP of market strategy and understanding with Ipsos Canada and leads the FIVE ser­vice, a daily diary tracking of what individuals ate and drank yesterday across all categ­ories/brands, occasions and venues.

Kathy.perrotta@ipsos.com

June/July 2023 || CANADIAN GROCER 27

Congratulations to Derin Bello,

Vice President of Sales, Mars Wrigley, for your leadership, commitment to our associates, and contribution to the grocery industry.

Mars Wrigley Canada would like to congratulate and applaud all the winners of Star Women in Grocery!

Star Women in Grocery

WONDER WOMEN! Introducing the remarkable women shaking up the Canadian grocery industry

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

THERE’S NO SHORTAGE OF TALENT in the Canadian grocery industry. Want proof?

Just take a look at our 2023 Star Women in Grocery winners. Though these 57 remarkable women work in different parts of the industry, hail from all parts of the country and hold different roles, they have one crucial thing in common—they’re outstanding at what they do. Nominated by their colleagues and selected by Canadian Grocer’s editorial team, we’re sure this year’s Star Women in Grocery will impress you as much as they’ve impressed us.

Read on to learn more about this year’s winners.

For extended versions of the Star Women Q&As visit canadiangrocer.com June/July 2023 || CANADIAN GROCER 31

UNFI CANADA WOULD LIKE TO HONOUR LYN MORGAN for her outstanding contributions to the grocery industry as our Senior Director of Human Resources and a member of UNFI’s Diversity Council.

“ While working with a great team at UNFI, we’ve been able to achieve progressive business growth and change within the food industry that has bettered our people, our communities, and our planet ” LYN’S ACCOMPLISHMENTS INCLUDE:

• Extensive compensation and vacation programs for improved associate satisfaction • Inclusive policies to promote diversity, equity, and inclusion in every department • Comprehensive recruitment project that reduced time-to-fill and increased retention rates for multiple roles in UNFI Canada Congratulations to all Star Women in Grocery winners and thank you for making our industry a better place.

Lyn Morgan

Star Women in Grocery

CHRISTINE BATKE Commercial Operations Manager Conagra Brands Canada

EVA CARRON Senior Director, Information Technology Longo's

How did you get your start in the cpg business? My introduction to CPG wasn’t planned. I was trying to figure out what I wanted to do after university when an opportunity as an administrative assistant at Canada Bread (now Bimbo Canada) became available.

Within six months, I was promoted and continued my career there in progressive positions for the next 10 years.

What is your leadership philosophy? I believe everyone brings value to a team and part of my role is to bring the best out in everyone. Most often people don’t realize their true strengths.

As a leader, I take the time to get to know my team and better understand what motivates them with the intention of unlocking their full potential. Developing team members and supporting their growth into different and/ or more senior roles with greater influence in an organization is the ultimate reward for me as a leader.

Proudest moment? I don’t have one stand-alone moment, rather a culmination of many that have gotten me to where I am today.

I have had opportunities to lead different projects that were outside my regular scope of work, ranging from a technology rollout to a complete office renovation.

These projects forced me to step outside my comfort zone and were, ultimately, successful while providing me with great learnings.

What keeps you motivated at work? I have always been motivated by the people I work with. Not only do they inspire me to think differently, but I gain momentum working within a team environment where there is a shared vision and definition of success. I’m happy to have found that and an impactful, inclusive culture in Conagra Brands.

What is a fun fact about you? My husband and I are learning how to sail. Last fall, we bought a sailboat without having any clue how to sail it! We’ve always talked about doing it, so we decided to just jump in with both feet and figure it out together.

What keeps you motivated at work? Motivation for me comes in many forms; maintaining balance, the need to learn and be challenged, connection and company culture. However, the one aspect that jumps out for me the most is my ability to visualize and set out a plan for the next step in my career. A clear path allows me to stay grounded and laser focused on the goals and expected outcomes. In turn, a plan enables me to lead with enthusiasm and passion, making the team feel valued and empowered to drive success.

What is your best quality? My best quality is my loyalty. I am fully committed in all I take part in.

Whether it’s relationships, work, or a project, I carve out the time it takes to ensure positive outcomes.

MARIE-CLAUDE BERNARD Senior Marketing Director Metro

EVELYN CHAU Omni Merchant - Produce Walmart Canada

What keeps you passionate about your work? I would say many things: intellectual stimulation—nothing is more fulfilling than to engage your mind and continuously learn new things.

When I started in marketing, there used to be the concept of the four Ps—product, price, place and promotion. This has evolved with the arrival of the internet and the digital possibilities. How to reach consumers is so complex, but so interesting and we need to become experts to challenge our teams and make the right media decisions. Making a positive impact is another one—to make a difference in your company results, to contribute to the growth of employees and creating innovative solutions is a great source of passion for me.

What do you like most about your job? What I enjoy most about my job is the opportunity to bring products to life in stores.

It fuels my creativity and allows me to develop new merchandising strategies. Collaborating with store associates to successfully launch programs is incredibly rewarding. The satisfaction I get from seeing strategies come to life and witnessing stakeholders unite around a shared objective is truly fulfilling.

What is the best career advice you’ve received? Stay true to yourself! It’s the best advice I’ve received. Why? Because when you are genuine and authentic you don’t try to be someone you’re not, even in the corporate world.

This authenticity allows me to build honest and meaningful relationships at work and in my personal life.

How do you like to spend your time outside of work? I make sure to enjoy life. My two boys and my husband are my world.

My in-laws have a cottage in the Eastern Townships of Quebec, and we go there each weekend during the winter and summer to ski, do activities on the lake, to enjoy life.

We also invite our friends and their families. I am still friends with my high school crew and we have fun like when we were teenagers.

How did you get your start in grocery? I began my journey in the grocery industry when I joined the Leadership Development program at Walmart Canada after graduating from McMaster University. This program provided me with invaluable exposure to different roles … It was during this time I discovered my passion for product and became determined to pursue a career in merchandising.

Biggest challenge faced in your career? Adapting to new customer shopping patterns at the beginning of the pandemic.

As a manager in a highly perishable department, one of my main challenges was effectively managing inventory, while balancing availability for customers and also minimizing food waste. I faced issues with fluctuating availability and shifts in shopping patterns. To address this, I prioritized communication with replenishment partners and vendor partners, ensuring quick adjustments and optimizing inventory to balance priorities.

June/July 2023 || CANADIAN GROCER 33

r i s i n g s t a r s

Kate Beresford Vice President, Retail Sales

Sarah Haskayne Director, Retail Sales

Maple Leaf Foods is proud to recognize Kate Beresford and Sarah Haskayne for their passion, leadership and commitment to the grocery industry.

Maple Leaf Foods embraces a strong, values-based culture, where dedicated employees take pride in doing what’s right for our consumers, our customers and our communities.

Both Kate and Sarah exemplify each of our leadership Values at Maple Leaf and we are proud and honoured to have them as part of the Maple Leaf family.

Congratulations to Kate, Sarah, and to all winners of the Canadian Grocers’ Awards!

Learn about what Maple Leaf is doing to fight climate change: mapleleaf.ca/carbonneutral

Star Women in Grocery

MARIE-PIER DAVIS Operations Manager, Canada Operations McCormick Canada How did you end up in the business with a stem focus?

I was fascinated with how things were made and I enjoyed solving problems, which led me to an undergrad in engineering.

The University of Waterloo has a fantastic co-op program that allowed me to try various industries, from automotive to mining, and it was a work-term with P&G that introduced me to manufacturing. I loved learning about the different equipment used to create consumer goods, and I really enjoyed the teambased factory environment. As I was nearing graduation, PepsiCo’s operations designate program caught my interest as a great way to kickstart a career in leadership.

This is where my passion for food manufacturing started.

What is your biggest achievement? The COVID-19 pandemic introduced a new set of concerns and considerations, and though these were challenging times, I believe I emerged a stronger leader. The pandemic can be likened to a high-intensity interval-training workout in principle-based decision-making, and I am a more empathetic leader now as a result.

What’s a fun fact about you?

I was born in Gagnon, Que., shortly before it became a ghost town.

Gagnon was a mining town in north-eastern Quebec, and once the mine closed the town was returned to its natural state.

I have driven through the site a few times and it's quite strange to think a whole town existed there.

Several decades later, nature has taken it over.

NEDA ESMAILZADEH Director, Legal Affairs Danone Canada

CHRISTINE ETHIER Plant Director Lactalis Canada

What are some of your greatest career achievements? I have been lucky to be part of some of the biggest transformational projects for Danone Canada in recent years. I was heavily involved in the acquisition of our plant-based business and our transition to becoming a B Corp.

Both changes brought incredible growth and depth to our commercial activities. Becoming a B Corp was a major commitment, and I’m proud to have contributed to that project.

What is your best quality? I’m passionate, hard-working and committed. I believe I was born to manage through my ability to plan and keep everyone’s short- and long-term goals clearly in mind. I prefer tangible achievements and I’m not afraid to take the “hard road.”

What is the most challenging part of your job—and how do you deal with it? The legal landscape in Canada is constantly evolving, and when paired with a fast-paced industry such as food, it demands agility and humility.

My team and I strive to not only adapt to new realities as they come, but also to question the status quo and find opportunities as a result of change.

What is the best advice you’ve ever received? Early in my career, I was told that empathy is the key to success. I have come to learn that when you have empathy, you can tackle any challenge.

How do you spend your time outside of work? I love to spend time with my family and friends, and travel. My kids and my husband keep me grounded and make me enjoy the small, everyday moments. I am also a major tennis fan and love to play and watch matches.

What do you like most about your job? The products, of course, and all the technical aspects that surround them. The world of possibilities available to us to develop and improve quality, taste and packaging ... and all that with a good team working towards common goals.

What’s the best advice you’ve received? A teacher once told me that in life we have two choices: 1) lie on the ground and wait for death or 2) do something. I think of this often. When I am not doing well in a situation, or when I see that something is not working or when we are moving away from our objectives, I fall into solution mode very quickly. We are drawing our own paths and we are creating our destiny. Don’t wait until something happens; do something to make it happen.

What do you like to do when you’re not working? I am an epicurean. I like to learn and discover new things, whether in terms of culture, countries, food, activities, books, cooking recipes, hiking, etc. To recharge my batteries, I like to spend time with my family on the shores of the St. Lawrence River where I grew up.

SONYA FIORINI Director, CSR, Community Investment & Executive Director, The Burnbrae Farms Foundation Burnbrae Farms How did you end up in roles focused on sustainability?

Growing up in an Italian family, food is an important part of my life. I have a degree in environmental studies, so my passion for the environment coupled with a respect for the land from which our food comes made working in the grocery industry a perfect choice for me.

What has been your biggest challenge? Trying to convince people to pay attention to the state of our planet and factor sustainability into business decisions. But, thankfully, this has shifted. Without a healthy planet, businesses can’t survive longterm; the two go hand in hand.

You don’t need to compromise profit to become a more sustainable company. In fact, we see that consumer mindsets are changing and they expect brands to align to their values.

Do you have a career highlight?

In 2008, I took on a role as senior director of CSR at Canada’s largest grocery retailer. It was a brand-new position and just starting to take flight. I was fortunate to chart a new path and help elevate sustainability as part of its strategic business priorities.

Since then, I have used the lessons learned and applied them to my more recent roles.

What is a fun fact about you? I created an environmental club at my high school back in the ’80s, which is still going strong today.

June/July 2023 || CANADIAN GROCER 35

r i s i n g s t a r s

Live Life Well

STAR WOMEN in Grocery

2023

Loblaw Companies Limited celebrates the commitments of powerful leaders who continue to help Canadians Live Life Well through their innovation and dedication to our colleagues and customers.

SENIOR STAR Heather Fadali VP, Loblaw Brands Product Management & Innovation

RISING STAR Daniela Greaves Senior Category Director Market Merchandising

Loblaw Technology & Analytics congratulates our 2023 Star Women in Grocery Winners We are proud to celebrate the hard work and dedication of these strong leaders who drove industry changing solutions for our colleagues and customers – to help Canadians Live Life Well®.

SENIOR STAR Lori Verna Vice President, Supply Chain Systems

RISING STAR Akila Narayanan Senior Director, Retail and Merchandising, Data Product & Services

CONGRATULATIONS TO

ASHLEY KENNEDY

NATIONAL ACCOUNT MANAGER For her leadership, passion and contributions to the grocery industry Ashley is an ecommerce / omni-channel professional. She facilitates and engages cross functionally both internally and externally to create and generate reach to the consumers and shoppers through our customers seamlessly. She leverages her natural ability to be curious, with an agile mindset to be able to deploy with a test and learn mentality that is focused on the triple win for all stakeholders. Ashley is widely respected by her colleagues at Clorox and our customers and has a passion and vision for the future of the OMNI landscape. We are very proud of her accomplishments, and the recognition as a Star Woman in Grocery.

Star Women in Grocery

DI FOLEY District Manager, Food Basics Metro You previously worked for retailers like Zellers and Target.

When did you make the switch to grocery? I joined Food Basics in 2019 and was given the opportunity to help open a new store as an assistant store manager. After a few short years, I was given the opportunity to run my own store and was recently promoted to district manager, where I now oversee 15 Food Basics locations in Ontario, from Hamilton to Brantford to Sault Ste. Marie.

What is the best advice you have received? “We are in the people business.” Throughout my career, I have had the chance to manage retail locations selling everything from hard goods to soft goods, but the one true constant is dealing with people on a personal basis.

Whether we're dealing with fellow employees, senior management, third-party vendors or, of course, customers, how successful we are all depends on how we go about dealing with people.

What keeps you motivated?

Getting an opportunity to put someone in a new job position or title and seeing that person succeed even past his or her own expectations has always been very rewarding for me. We all have to take a chance on people from time to time.

What is a fun fact about you?

I am a Disney fanatic. I have been on more than 35 Disney-themed trips and any chance to get away is spent either visiting one of their parks or enjoying a Disney Cruise.

SUSAN FOLK Corporate Director, Category Sales Planning Kruger Products How have you approached your career path? Early on, I had an amazing mentor who showed me that career progression is like going to university, where a strong foundation of learning and collaboration is enriched by a variety of experiences and a sense of belonging. Also, my family is deeply rooted in sports, which taught me the importance of team, winning together and valuing the greatness that can be achieved through diverse talent and perspectives.

What has been the biggest challenge? Always the optimist, I’ve taken a learning view of challenges by seeing them as stepping stones towards growth and strategic innovation. Having experienced a major restructuring of an organization, I found myself outside of my comfort zone as I witnessed changes that were not aligned with my values. I had to make a hard decision to leave a situation, which meant losing many work friends, so that I could find a company whose culture put their people first.

What do you like to do outside of work? I love spending time with family and friends, travelling and going on hikes with our puppy.

I’m so grateful for my husband of 27 years (a terrific dad, an elementary school teacher and a professional athlete!) and my amazing kids Nathan and Julia.

My family and I are passionate about giving back to the community via volunteering and by supporting local causes. I’m so proud of my family for everything they have accomplished and for the wonderful people they are.

DANIELA GREAVES Senior Category Director Loblaw

SARAH HASKAYNE Director, Retail Sales Maple Leaf Foods

Tell us about a career highlight/ greatest achievement. Having the responsibility to manage team members has taught me a lot about being a leader. I take pride in building engagement by inspiring creativity and excitement to drive results. Leading initiatives that support local vendors, and actively seeking out new vendors overseas, has provided customers with access to locally made, differentiated assortment while supporting local communities and smaller vendors. I am very proud of my accomplishments and career growth, all while managing a work-life harmony between my love for retail and being a mom to two young children.

How did you get started in the industry? After studying advertising, my intention was to pursue a career in marketing.

Shortly after I graduated, I started working in a field sales role for a CPG and quickly realized that my passion for people made me better suited for sales. I have held progressive positions in traditional CPG sales roles inclusive of sales strategy, category insights and most recently e-commerce, where I was fortunate to be part of the team that advanced digital commerce at Maple Leaf Foods.

What is the biggest challenge you have faced in your career?

At the beginning of my career, I struggled to find my own voice in the corporate world. As my career progressed, I built strong relationships, advanced my expertise and gained confidence to overcome that struggle.

What is the best career advice you have ever received?

Something I was told that resonated with me throughout my career is you need to learn to be comfortable with being uncomfortable. Breaking out of your comfort zone only makes you stronger. I often tell myself consistency is what transforms average to excellence.

Anything else you’d like to add?

You can accomplish anything you put your mind to with passion and dedication. Let the wins drive you and the hard times fuel you. And don’t forget to share your smile with the world!

Best career advice you’ve received? The idea of “being comfortable with the uncomfortable” has been pivotal to the way I approach new challenges.

What are you currently working on that excites you? In my new role, I am fortunate to be working on one of our largest strategic initiatives, which will fundamentally change the way shoppers interact with our categories. Our retail partners are highly engaged, and I look forward to seeing all the hard work of our teams come to life. This initiative also gives me the opportunity to leverage the skills I acquired from my e-commerce role.

What are you passionate about outside of work and family? I am a bit of a creative at heart and have a passion for all things design. I am also an avid music fan and find myself always looking for new artists to add to my playlist.

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The J.M. Smucker Co. is proud to celebrate Dominique Mathieu as a 2023 Star Women in Grocery winner!

Dominique’s passion for our people, her leadership in the Quebec Milk Industry and her outstanding performance with our Operations team have helped shape our strong organization.

Congratulations Dominique on the well-deserved recognition!

Star Women in Grocery

RANDA HASSANIE Team Lead — Pattison Food Group Account & E-Commerce Tree of Life Canada What do you love about your work? Tree of Life always gives me the opportunity to grow and explore new things. Today, I lead the team working with Pattison Food Group. I am also working at developing our e-commerce channel; it is exciting to see how far grocery e-commerce has come and I want to keep Tree of Life on top of new opportunities.

What is the best advice you’ve received? “Give your best to anything you decide to do and things will happen.” I got that advice from my mom’s doctor when I was eight years old. She said, “Even if you are cleaning floors for a living, make them the shiniest floors people have ever seen, and you will be noticed.”

That advice has paid off for me.

What is a fun fact about you?

Don’t be fooled by this sweet smile, I like a good fight. I have a lot of energy, and so I box/kickbox five times a week. My husband will never forget my first hockey game and my reaction when a couple of players dropped their gloves. I was excited to find out they could fight and that is still the only part I like about hockey!

Anything else you’d like to share? I’ve met some extraordinary people throughout my career. They have helped shape the person I am today. As I always say, “We are what we surround ourselves with,” and I’ve been lucky to be surrounded by strong powerful women and great amazing men.

RUTH-ANNE HUNSBERGER Business Unit Director, Cereal General Mills Canada

ORE JIMOH Senior Program Manager Metro

How did you get your start in the industry? I had a front-row seat to CPG marketing growing up. My mom had a successful CPG career and shared her day-to-day with me at the dinner table. She exposed me to the importance of data-driven storytelling and shared her love for innovation and understanding consumer behaviour—and it sounded fun! I graduated with honours from the Richard Ivey School of Business in 2013. A career in brand management felt like the natural choice. I loved that it would combine my analytical skills, creative decision making and problem-solving abilities, along with my passion for leading teams. After a brief internship with Unilever in hair care, I transitioned to General Mills full-time in 2013 to lead the Pillsbury business.

What is the best career advice you’ve received? When I reflect on the insightful men and women that have contributed to my growth, it is difficult to limit the advice I have received to one. However, I will say the foundational career advice I have received so far is “All you need is one.” This means one opportunity at each moment when fully embraced with preparation is all you need to start accomplishing extraordinary goals, to have an impact and to establish a fulfilling career.

What is the best part of your job? Driving business impact while learning every day is the best part of being a business unit director with General Mills. I own the P&L, running my business unit as its general manager. I have the opportunity to set the vision, lead fantastic teams and build iconic brands—all with an entrepreneurial spirit combined with the backing of tier-one, CPG resources and talent.

What’s a fun fact about you?

I’m part of a group that holds a Guinness World Record for participating in the largest outdoor beach volleyball tournament: the Heatwave for SickKids Beach Volleyball Tournament in 2014. We put in a team from General Mills, alongside nearly 1,000 other players—and together, this group still holds the world record!

What has been your proudest career moment? Establishing the program management practice that served as the driving force for planning and executing our two new automated distribution centres (Fresh Phase 1 and Freezer), while leading a remarkable team of highly committed project leads and managers. These new automated distribution centres position our business, Metro, for long-term competitive advantage and sustainability. They enable us to provide quality products and services to our stores and, ultimately, our valuable customers.

What has been your biggest challenge? I have yet to encounter the biggest challenge. The reason is, what others see as challenges, I interpret as opportunities that open me up to possibilities.

I consider every role and responsibility through the journey of my career to be unique and I approach them in a new way. As a result, I gain new skills, knowledge and gather lessons learned that enable me to consistently achieve goals and have positive impact.

JESSICA JONES Director of Procurement, External Manufacturing for North America Kraft Heinz Canada How did you get into the cpg industry? I come from a family of chefs, amateur and professional, where everything revolves around the dinner table. As an engineer by education, the world of CPG allowed me to marry my technical, process and manufacturingoriented side with my passion for feeding people. Knowing I would somehow contribute to making food that would line families’ cupboards, fill their fridges and be part of the meals they share together was the major appeal of this industry. I joined Kraft Heinz in 2012 and have never looked back!

Best advice you’ve received?

In university, I wasn’t loving studying engineering and was contemplating quitting but wasn’t sure what else I would do.

My father said he’d support me changing paths once I decided but, until then, he would leave me with these words he wrote on a Post-it note, which I still have today: “You lead … you follow … or get out of the way!” Those words changed my life, both personally and professionally. There is nothing wrong with leading, nor is there with following. But you cannot afford to stand in the middle just waiting to figure it out. Make a choice and go. But you’ve got to make a choice!

How do you spend your time outside of work? As a mom of a three- and a five-year-old, my weekends are spent with them and my husband, split between gymnastics, ballet, skating, swimming and whatever other activity they’re taking at that time.

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Lactalis Canada would like to congratulate all the winners of star women in Grocery!

Muriel is an accomplished marketing professional with experience in leading multinational companies.

At Lactalis Canada, she has made significant contributions to innovation, brand growth, and strategic initiatives, resulting in impressive achievements, including successful product launches, optimized portfolios, and notable industry impact.

Congratulations to

Muriel Raguenaud Director, Innovation Marketing For your leadership, innovation and contribution to the grocery industry.

Follow Lactalis Canada on LinkedIn linkedin.com/company/lactalis-canada/

All trademarks are owned or used under license by Lactalis Canada, Toronto, ON, M9C 5J1. ©Lactalis Canada, 2023. All rights reserved.

Star Women in Grocery

MARIE-EVE JUTRAS Director Market, Consumer Insights and Business Processes Agropur Cooperative How did you get your start in the cpg business? When I was in university, I fell in love with market and consumer research.

On the recommendation of one of my professors, I landed a market analyst job at Nielsen (now NielsenIQ), which was my introduction to the CPG world.

Since then, I have continued to gain experience in the industry at Unilever and now at Agropur.

I couldn’t be happier; this is an exciting industry. It is fast-paced and there is never a dull moment!

Best advice you’ve received?

One key piece of advice I still live by is to trust myself and go for it. Learning to use your fear or doubt is an amazing power to prove yourself wrong and build confidence over time.

ASHLEY KENNEDY National Account Manager The Clorox Company How did you get your start in the cpg business? Throughout my childhood I was exposed to this industry, as my father worked his entire career in grocery retail/ supply chain, which gave me an appreciation for how fast-paced and dynamic this business is.

My first direct experience in the industry was in university when I completed a work-term with Canadian Tire Corporation in category management. My passion grew quickly from there and after graduating I worked in category management with Loblaw for several years before transitioning to Clorox, where I have had the opportunity to work in a variety of sales roles.

Best part of your job? I’m passionate about the importance of supporting people’s development, building talent and welcoming interns into the workplace to experience our industry. I believe in the importance of creating a “safe zone” where people can learn and grow together.

What do you like most about your job? I love that e-commerce is a constantly evolving space where there is always something new to test and learn. It’s exciting that we can leverage the rich capabilities and insights that are available to optimize and adapt the way we communicate with customers to create personalized experiences with our brands and products. This evolution, and the ability to test, learn and adapt in real-time, is what fuels my passion for what I do.

What is a fun fact about you?

Believe it or not, I grew up on a dairy farm in a rural area of Central Quebec that was a member of Agropur! I feel fortunate and proud to have the chance to carry on my family legacy with Agropur. I raise a glass (of milk obviously!) to all Agropur members that work hard day in day out and contribute to the success of the Cooperative.

What do you like to do when not working? Outside of work, my biggest priority is spending quality time with family and friends. In my free time I can usually be found racing between activities and social get-togethers with my husband and my two young children (ages five and seven). I love being active and spending time outside, which includes running and coaching soccer.

ALICE LUONG Director, Market Strategy & Planning Instacart What intrigues you about the grocery/cpg business? I’m intrigued by the remarkable advancements in technology that are transforming the way consumers do their everyday grocery shopping, whether in-store or online. In contrast to the pre-pandemic era, the experience has changed significantly. Consumers can enjoy more personalized shopping experiences, convenient sameday delivery options and can use innovative digital solutions like smart carts to skip long checkout lines. There’s still plenty of headroom for innovation, so it’s an exciting time for the industry.

What is the most challenging aspect of your job? Instacart strives to develop impactful solutions for a diverse range of audiences including retailers, consumers, CPG brands and selfemployed contractors who help us deliver orders. The challenge lies in prioritizing our efforts to serve the needs of all our audiences and it's a discipline we are constantly refining.

What is a fun fact about you?

I love cooking and learning about dishes from different cultures.

When I travel, I make a point to take cooking classes with locals to learn more about the people and culture. This experience is a great way to deepen your understanding of local ingredients, where they’re sourced, and the traditional kitchen tools used to prepare the dishes.

DOMINIQUE MATHIEU Plant Manager The J.M. Smucker Co. Canada What’s the biggest challenge you’ve faced in your career? My answer is not very original, but it was the challenges associated with supply chain breakdowns during the pandemic. It was reflected in all aspects of my work in a production environment. Each day brought a new challenge and we had to reinvent ourselves and remain flexible and creative to adapt our operations while staying on course.

What keeps you motivated at work? Working on a team towards a common goal and obtaining the desired results is a great source of motivation for me! I also love getting involved in continued improvement projects and in the development of products. In addition, serving as an administrator of the Conseil des industriels laitiers du Québec allows me to better understand the issues and challenges of other members and to take part in decisions related to the dairy industry in the best interest of all.

What are you passionate about outside of work? My three children and husband are everything to me! They teach me to be a better version of myself.

My best moments outside of work are being with my family in our waterfront cottage. I also like to follow and encourage my children in their sports and other projects. In the last few years, I’ve developed a passion for real estate. I like learning about the market and having renovationtransformation projects, rental properties, etc. My husband shares this passion and we’re planning an array of projects during our senior years.

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is proud to recognize five of its team members for their

leadership, innovation, dedication, and contribution to the grocery industry.

Marie-Claude Bernard

Di Foley

Senior Marketing Director

District Manager

METRO Quebec Food Division

Food Basics

Annie St-Onge Vice-President

Merchandising, Perishable Products, METRO Quebec Banner

Ore Jimoh Senior Program Manager

Supply Chain, METRO Ontario

Élaine Testulat Store manager

Super C Granby, Quebec

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

Star Women in Grocery

LYN MORGAN Senior Director, Human Resources unfi Canada What is the best advice you’ve received? Do something nice for someone every day, appreciate what you have and when you think you’ve given it your all, dig down and give a bit more. I’ve tried to consider every day what I can do for someone to make the world a kinder, nicer place. It could be opening the door or letting someone into a lane while driving.

What are your greatest achievements/career highlights?

Together with my spouse, raising a daughter and two sons into fun and successful adults. This year marks my 40 years working in human resources! It’s hard to believe I’m at the tail end of my working career, when it feels like it was just yesterday I started. I’ve been very fortunate to have had the opportunity to work in several different industries along the way.

What keeps you motivated at work? Making a difference in people’s lives—the joy of offering employment to individuals so they can provide for their families, and seeing them grow and progress in their chosen profession. There is nothing as rewarding as seeing people flourish in their careers.

What do you like to do when you’re not working? I love spending time with family and friends, travelling, cooking and gardening. Volunteering and giving back to the community have been lifelong passions of mine. Lately, lots of knitting and crocheting of baby blankets for new arrivals!

AKILA NARAYANAN Senior Director, Retail and Merchandising Data Products & Services Loblaw Technology & Analytics/Loblaw How did you get your start in the grocery business? I immigrated to Canada with my family in 2001 and started my job search.

A temporary admin assistant role came my way at Loblaw. I grabbed the opportunity, marking my first steps in this wonderful grocery business and career journey.

What is the biggest challenge you have faced in your career?

I strongly believe that challenges are opportunities in disguise. Over my many years at Loblaw, I’ve consciously tried to tell myself that my career goals are well within my grasp if I set my mind to accomplishing it. Making that paradigm shift and taking a more active role in self-development and self-advocating has been one of my biggest growth areas stemming from what previously was a personal challenge.

What is your best quality? I have coached myself over the years to ensure I am empathetic, while working to achieve business objectives. I am a strong proponent of positive intent, as it is a powerful tool in helping anyone.

What do you like to do when you’re not working? I love all forms of art. Music and dance have been a substantial part of my life since my childhood. I’m also a craft hobbyist, and I look to constantly explore and experiment with what I can create.

Most of all, I love spending time with my family (my husband and two sons) and friends.

BRYN PECK District Manager Meridian Farm Market How did you get into the grocery business? Meridian Meats was a local, family-owned butcher shop just up the street from my house.

I was 17 and this was the place to work; I applied, got hired and moved my way up from there!

What are some of your career highlights, so far? Joining the company when it was young and much smaller allowed me to grow up with Meridian—it’s the coolest thing! I started out in an entry-level position in our Port Coquitlam butcher shop. We had just four locations then. One of the owners, Kevin Penner, was my store manager. I learned meatcutting from him and became his assistant manager before taking over for him entirely as the store manager. Our CEO, Josh Penner, dreamed of more than meat. We opened our first Farm Market and I got to run it. “More than meat” was a whole new world, but we figured it out together and it was awesome! I went on to manage our first acquisition, Ralph’s Farm Market, before becoming the district manager overseeing our eight (soon to be nine) locations.

What is a fun fact about you?

I went to school for interior design while I was a store manager for Meridian. I got the call from the owners that they wanted me to manage our first Farm Market while sitting at my drafting table working on my final project before graduation. I got my diploma, but it’s only been used to make homes in The Sims [video game]. I think I did all right!

NENA PIDSKALNY Director, Supply Chain Strategy & Planning Federated Co-operatives Limited How did you get your start in the grocery business? I sort of fell into the industry. I was working in consulting at the time and saw an opportunity for a category co-ordinator position at Federated Co-operatives and decided to apply on a whim. At the time, I didn’t even know what category management was.

Little did I know that I would end up loving the role, industry and organization!

What keeps you passionate about your work? Solving complex, strategic problems every day. The last few years I have been fortunate enough to be involved in two transformation projects within our business. Being able to look at a problem, come up with solutions and see them come to life has been really rewarding and keeps me engaged. I also have a fantastic team that makes coming to work easy.

What is the best career advice you’ve received? The best advice I’ve ever received is to never bring forward a problem without a solution. This is a mantra I use in my everyday work and have instilled in my team. It helps to ensure we can make progress and allows us to spend less time ruminating on what the problems are and more time focused on solutions.

What is a fun fact about you?

I absolutely adore animals—dogs/ cats/rabbits, you name it. Nothing makes me smile like a furry friend.

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CONGRATULATIONS TO O Julia Knox I Senior-Level Star SVP Merchandising Services and Retail Enablement, Sobeys Inc.

Julia Knox, a valued member of the Sobeys Inc. senior leadership team, has established a remarkable track record of breaking down silos and fostering cross-functional collaboration. Her leadership in Retail Enablement and Merchandising Services has delivered strong results benefiting customers, stores, and teammates. Julia has successfully executed key strategic initiatives, driving positive impact through initiatives like On Shelf Availability, Category Value Plans, and Price Optimization. Her dedication to building an equitable and inclusive culture is evident through her active participation in events that promote diverse engagement. Julia’s exceptional achievements and community contributions make her a respected thought leader in the grocery industry.

Kristi Lalach I Senior-Level Star VP Legal and Associate General Counsel, Sobeys Inc.

Since joining Empire Company Limited in 2018, Kristi has made tremendous contributions as the leader of the national retail legal practice. Her strategic thinking and inclusive leadership style create a positive customer and teammate experience while protecting Empire’s interests. Kristi’s expertise extends to critical areas such as customer service, employee relations, and operational support. She played a key role in navigating pandemic challenges and facilitated FreshCo’s expansion. As a champion of change, she contributed to the proposed Grocery Supply Code of Practice and drives positive evolution in customer relations and sustainable practices.

Karen White-Boswell I Rising Star Director, External Communications, Sobeys Inc.

Karen is an inspiring leader who joined Sobeys in the midst of the COVID-19 crisis, showcasing her resilience and dedication to excellence. As Director of External Communications, she has significantly strengthened the company’s brand reputation and communication strategies. Karen’s contributions to Sobeys’ diversity, equity, and inclusion initiatives and sustainability goals have made a tangible impact on the communities they serve. Her leadership during critical moments and successful management of the transition to the Scene + Rewards program demonstrate her expertise and exceptional communication skills.

Karen’s positive contributions to the grocery industry are evident through her thought leadership and commitment to excellence.

Cindy Piotrofski I Rising Star District Operator, FreshCo

Cindy is a visionary District Operator for FreshCo at Sobeys Inc. for 24 years. A respected and successful leader, she drives success and expansion of the FreshCo brand in the West. Cindy’s exceptional leadership, strategic insights, and dedication to excellence make her a role model of success. During the pandemic, she navigated uncertainty with meticulous safety planning, all while dealing with B.C. mudslides and forest fires. Cindy’s strong leadership and ability to rally and motivate the franchise store network have proven essential for FreshCo’s growth.

OUR ROCKSTARS Petrina Barnes I Store-Level Star Store Manager, Sobeys Inc.

A respected leader at Sobeys Inc. for 30 years, Petrina is an exceptional advocate for inclusivity, employee development, and community involvement. Petrina’s dedication to training exceeds benchmarks, with high participation rates and remarkable completion rates. She fosters partnerships, celebrates cultural events, and fundraises for various charities. She spearheads support for numerous organizations, including Ronald MacDonald House Fundraisers, Heart and Stroke Foundation, SPCA, and many others. Petrina’s dedication to community participation is further evident through her organization of fundraisers and support for local schools, ensuring maximum involvement and making a tangible difference in the lives of others.

Eva Carron I Rising Star Senior Director, Information Technology, Longo’s

Eva is a visionary IT leader at Longo’s, who consistently aligns technology with business goals. Her balanced decision-making and collaborative approach enhances the Guest and Team Member experience. Eva has navigated pandemic challenges, managed the IT roadmap through unprecedented change, and ensured solid security measures are consistently in place. With a commitment to lifelong learning, she stays ahead of industry trends. Through community involvement and a dedication to excellence, she sets a high standard in the grocery industry, inspiring others to strive for greatness.

Cheryl Altenburg I Store-Level Star Store Manager, Longo’s

Cheryl Altenburg is a remarkable leader with an extraordinary track record of over 24 years in the grocery industry. Her positive mindset and solution-driven approach have transformed the way her team operates, fostering an environment of growth and success. By actively championing initiatives like diversity, equity, and inclusion (DEI) and advocating for women in the grocery industry, Cheryl has become a beacon of empowerment and change. Her tireless dedication to development and growth has helped transform countless individuals into Assistant Department Managers, Department Managers, and Assistant Store Managers, creating a lasting impact on their careers.

Julie Santary I Store-Level Star Director, Store Operation, Farm Boy

Julie Santary is an inspiring force in the grocery industry, with a remarkable 20-year journey defined by relentless determination and a deep passion for creating exceptional customer experiences. Her versatility shines as she effortlessly transitions between roles, thriving as a Department Manager, Retail Specialist, Category Manager, and Director of Restaurant Operations. Notably, Julie’s ingenuity in creating a multi-million dollar category and her agile response to the challenges of the pandemic have set her apart. Her infectious enthusiasm, genuine love for food, and unwavering pursuit of customer satisfaction make Julie a true leader and a driving force in the grocery industry.

MD

Star Women in Grocery

CINDY PIOTROFSKI District Operator FreshCo/B.C. West Sobeys What is your proudest moment?

For me, the greatest pride comes when I see someone I had the privilege of mentoring reach their professional goals. Whether this is receiving a promotion or turning an area of opportunity into a strength—each moment brings great pride. It’s an incredibly warm and humbling feeling to know your guidance helped someone reach their goals. You’re proud you could make a positive difference in their professional life, but you are even more proud of the tremendous work they put in to achieve that career milestone.

What keeps you motivated at work? Each day offers a chance to grow and develop both my personal and professional skills, and my strengths as a leader. I am motivated knowing that tomorrow is another moment to improve and build on what I learned the day before. It is an opportunity to not just rise to a challenge, but overcome it and make a positive impact on the company in the process. There is never a dull day in this industry, and you never know what to expect. It keeps you on your toes!

What do you like to do outside of work? When I’m not spending quality time with my family, or golfing and enjoying the beautiful Okanagan weather, I enjoy volunteering and finding ways to help and serve others.

SANDRA POWER Director – Deli, HMR, Sushi Calgary Co-op What do you like most about your work? The best part of working in the deli/HMR space is the constant evolution and innovation in program and products. I appreciate that at Calgary Co-op we are free to collaborate, express and explore thoughts and ideas and encouraged to take risks in thinking outside the box. I am fortunate to work with inspired team members to deliver exceptional customer experiences, products and services and grow our business and community.

What has surprised you about your career, so far? I’m surprised by opportunities that have been created for me through my various mentors, leaders and network. I’m surprised by my ability to pivot and adapt, rebound, persevere, grow and develop personally and professionally.

What do you like to do away from work? My focus outside of work is my family. I have twins, Devin and Delaney, who keep life interesting for me with their sports, hobbies, interests and goals. They are graduating high school this year and I’m excited to see where their journeys take them next.

Anything else you’d like to share? Our industry survives on the ability to be open to, and excited about, change. Embrace it. Lean into it. Foster and nurture it. Listen to your customers, your team members, your leadership and mentors, and create something you can be proud to sign your name on.

MURIEL RAGUENAUD Marketing Director, Innovation (Yogourt & Cultured) Lactalis Canada

MELISSA RICHARDSON National Retail Excellence Manager Group Bel Canada

How did you get your start in the cpg business? As I was about to graduate, I got an internship on the Evian global marketing team at Danone. It confirmed CPG was my calling. I started my career at L’Oréal in France, working on hairstyling products.

How did you get your start in the cpg business? In 2004, I started in CPG as a territory manager for Lindt & Sprüngli (Canada) in Vancouver. From the moment I stepped into my first store, I knew I had arrived at an industry I would love and be passionate about. Even to this day, what I enjoy most is spending time in stores with the people that keep our shelves full, providing food to communities coast to coast.

What is your best quality? I am a “big picture” person: I can tackle problems from various angles, and I bring together ideas to create opportunities. As a food science engineer turned marketer, I fully appreciate what each function is bringing to the table; I love working with R&D and operations. I have learned from all the categories I was lucky to work on—from cosmetics, to drinks, to fashion to yogurt. Combined with my natural curiosity, it helps me draw parallels and build bridges.

What are some of your career highlights? It is difficult to choose highlights over 20-plus years. I am very proud to have shaped the strategy and execution for the global expansion of Grey Goose vodka post its acquisition

by Bacardi. It was also exciting to work on reshaping the Lactalis Canada yogurt portfolio and its innovation pipeline after the Ultima Foods acquisition. iÖGO and Olympic are inspiring brands.

What do you like to do when you’re not working? I like hiking and travelling to faraway countries, especially if they have beautiful scenery or wonderful fauna. I do a bit more than travel actually: I have worked in four countries so far—France, United Kingdom, Italy and Canada—and I hold three passports. I am a citizen of the world!

What keeps you motivated at work? Providing a service that is essential to Canadians. At Group Bel Canada, the environment is the company’s mission and it has built five pillars to reach its goals including making healthy products, regenerative agriculture, responsible packaging, fighting climate change and making our brands accessible to all. I am passionate about contributing to these pillars through my department, Retail Excellence.

Best advice you’ve received?

"This too shall pass." It reminds me that whatever stressful situation I am currently going through; it is temporary and will change. Also, to start every week with a to-do list and always block time in my calendar to just work on the list.

What is a fun fact about you?

I am a busy mom of two girls.

Every day I try to set an example of kindness, hard work and, of course, show them how to have a little fun, which I believe has been the key to my success and will hopefully help lead them on their future course. They inspire me every day to work hard to make a difference at work and at home.

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CONGRATULATIONS CONG TION Randa n Hassanie Team Lead, Pattison Food Group & Ecommerce Randa is a key member of our retail development team, helping the team identify challenges and opportunities to improve key performance indicators across the board. She has also championed the sales growth of our online business, which has contributed to her winning multiple in-house Tree of Life Canada awards.

Randa continuously puts in time and effort to ensure her results go above and beyond goals and expectations. She is resilient, intelligent, and inspiring, pouring her heart and soul into everything she does while making meaningful connections with our retail partners.

As part of the Calgary Food & Drug Executive Board, Randa contributes to the organization’s social media management and community events geared towards networking and shining a light on industry issues. She believes strongly in helping to move the industry forward, supporting the community and connecting professionals in ways that matter.

A sincere congratulations to Randa Hassanie and to all the 2023 winners!

treeoflife.ca

Star Women in Grocery

SHARON ROTZANG Senior Director of Business Development La Presserie How did you get your start in the grocery/cpg business? My dad worked at Canada Packers and Beatrice Foods, and when I was around eight years old he founded Tiffany Gate Foods (TGF).

His idea was to bring restaurantquality salads and prepared foods to supermarket deli counters.

Throughout high school and university, I worked at TGF during summer breaks, moving from the plant to the office to help the sales team. After graduating law school and living in Los Angeles for eight years, I returned to the family business, this time with my husband Rich. We worked there until the company was sold in 2017. After the sale, we started La Presserie.

What is your best quality?

In both my professional and personal life, I try to look at the bright side. It’s easy to get lost in issues, roadblocks, etc., but I make a sincere effort to see how we can make the best of the situation in front of us. It has helped smooth over challenging situations.

What keeps you motivated at work? We are constantly challenging ourselves by introducing products that are plant-based, delicious, nutritious and convenient. Our newest product line, our Cold Pressed Cocktail Mixers, won an Innovation Award at SIAL Toronto this year, and we were featured in Food & Drink magazine. Working with creative R&D chefs and industry veterans keeps my daily work life interesting and motivating.

JAMIE SAYERS Director, Communications Pattison Food Group What are some of your career highlights? There are many to list over the past 23 years I’ve been with the company, but some of the greatest highlights include: being part of the marketing team that launched the Darrell’s Deals campaign in 2014; leading the communications team to support our stores through the pandemic; and the incredible events our team has hosted, including a concert by [Canadian rock legend] Randy Bachman to celebrate Save-OnFoods’ entrance into the Winnipeg market in 2016.

What is your proudest moment?

My proudest career moment was when I was awarded the 2021 Anne Kidd Inspire Award at the Save-On-Foods leadership excellence celebration. This award is given annually to one woman in the company who demonstrates positive influence, communication, dedication and leadership.

What is your leadership philosophy? Lead with calmness and kindness and be authentic.

What advice would you give people starting out in the industry? Jump into every opportunity you can to learn new things and never underestimate the impact you can have. And always remember that the relationships you build along the way are critical to your success.

How do you spend your time outside of work? I have two young girls who are active in all sorts of activities. It is so much fun watching them grow, taking on new challenges and learning new things.

KAREN WHITE-BOSWELL Director, External Communications Sobeys

HILARY WINGATE Director - Bakery & Commercial Bread Walmart Canada

How did you get your start in the grocery business? I am what you would call a COVID hire! I started with Sobeys the day everything shut down and haven’t looked back. I honestly thought working in the grocery industry wouldn’t be exciting and challenging. I was proven very wrong. Working in this industry has created opportunities for me to learn and grow in ways I never imagined.

How did you get your start in the grocery business? My first job in food retail was right out of university as an HR training co-ordinator. I have been in bigbox retail ever since and recently returned to food in 2021. It’s a fun, fast and exciting business.

What keeps you passionate about your work? There is never a dull day at Sobeys! But even more so, I am proud of the work I do here; I enjoy working with my team and I respect the principled leadership of the organization. I am continually impressed by the consistent alignment with our values and commitment to the community. It is unwavering.

What is a career challenge you’ve faced? Honestly, being a Black woman in a leadership/ spokesperson role. I never walk in a room without being concerned with how I will be received and perceived. I have attended events where I was a keynote speaker and the reception team would not accept me as the executive in attendance and questioned where my director was—I was the director! It is disheartening to feel I need to prove I should be at the table, but I know I need to make sure I validate my right to be at the table so those that follow me do not have to.

What is a fun fact about you?

I am an avid gardener who likes to cultivate the best canna lilies you can find from my special collection of bulbs!

What keeps you passionate about your work? Change! The world of retail is never quiet, and the past few years were never boring. We are constantly learning and testing ourselves, and customer behaviours are shifting faster than ever. The best feeling is seeing customers’ reactions to plans you have created and products you selected.

What would you say is your biggest career achievement? My biggest achievements come down to people—making relationships with my team, support partners and suppliers. I am most proud of how I show up every day and how I partner. Some days are easier than others but, honestly, without these strong relationships the work would be more difficult.

How do you like to spend your time outside of work? I am a proud wife and a mom to twin toddlers—life outside work is never boring. We are a family who loves to be outdoors—in the snow, sun and rain. My solo time is spent visiting coffee shops to find the perfect flat white.

What’s a fun fact about you?

Growing up, I spent most of my time at the curling rink and curled competitively for years.

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Congratulations to Robyn Ptak, Vice President – Sales, P&G Canada For being a Leading Force for Growth and Good!

In her 22 years with P&G, Robyn has been a stand-out leader who is always envisioning new ways to create joint value for our customers and for P&G. Robyn is also a champion of equality and inclusion both internally and externally. She is the Executive Sponsor of P&G Canada’s Women’s Network which enables P&G women to live, learn and lead to their fullest potential. Robyn is also on the Board of Directors for Forward Together, an organization that brings professional women together to enable best-in-class learning across industries. At P&G, we talk about being a leading Force for Growth and Good, and Robyn is both.

Congratulations to Robyn and all the Winners of the Star Women in Grocery Award!

Star Women in Grocery

CHERYL ALTENBURG Store Manager Longo’s

PETRINA BARNES Store Manager Sobeys

How did you get your start in grocery? I started working with Longo's 24 years ago when a friend who worked there encouraged me to apply. I already had a passion for food and loved meeting new people, so it was a perfect fit.

How did you get your start in grocery? I started at Sobeys Ropewalk Lane [in St. John’s, N.L.] 31 years ago as a cashier. I moved into town for school and had always heard that Sobeys was a good place to work. I quickly learned that was, in fact, very true.

I was fortunate to work with great people who inspired me, and I decided to change my career path to a career with Sobeys, a decision I have never regretted.

What keeps you motivated at work? I love being challenged and learning new things, which I get to do in my role all the time. More importantly, I also get to challenge my team. Getting to come to work and help someone else on their career path is such a rewarding experience. Working with people who want to move forward and seeing them achieve their goals with your guidance is one of the best parts of my job.

What do you like best about your job? The opportunities I have beyond store-level operations. For example, I sit on our diversity, equity and inclusion committee, which has been the most rewarding experience.

Knowing I’m playing a role in our company’s commitment to ensuring every team member can grow, learn and develop while feeling safe to be their true selves is incredibly rewarding.

What do you like to do when you’re not working? I am an over-the-top dog mom! My children have moved away, so most of my free time is dedicated to my two fur babies, Charlie and Daisy May. I also love travelling with my husband, going on crazy adventures with my closest friend or just having a great chat with my mom over coffee.

What is the best part of your job? Hands down it's the team I work with and our customers. I am a people person. Meeting new people and hearing their stories is something I have a passion for.

Describe your leadership style I do not micromanage my team.

I am a source of support but want everyone to work through any issues/challenges to further develop their management skills.

I learned by making a mistake or two along the way, yes I will admit that, and I try to make every mistake a coaching opportunity.

I also like for everyone to have fun at work, and I firmly believe that attitude leads to the overall success of the team and a winning experience for our customers.

What do you like to do outside of work? We have some of the most beautiful scenery in our province (Newfoundland). I love to get outdoors as much as possible walking, hiking and golfing. My family and I are devoted Toronto Maple Leafs fans, which can also be a challenge sometimes.

STEPHANIE BENBOW Store Manager, Save-On-Foods Guildford Village, Surrey, B.C. Save-On-Foods

BROOKE NELSON-ST. DENNIS Store Manager, Save-On-Foods Brocklehurst, Kamloops, B.C. Save-On-Foods

How did you get started in grocery? I started right out of high school in my hometown of Sidney, B.C. I was hired as a coffee bar clerk at my local Save-OnFoods. After a year or so, my store manager asked if I was interested in pursuing a position in management. That’s when I began as a supervisor/closing manager at the age of 18.

What is your proudest moment?

When I was first promoted to assistant store manager in Victoria, I was having a rough day.

Everything that could go wrong was going wrong. Naturally, in any new position, I was running around like a mad woman panicking and wondering if I was even meant for this job. I ran into my dad who had tears in his eyes. He had come to surprise me, and after seeing me determined to handle the chaos around me, was so proud he began to cry. My dad passed away several years ago. During moments of impostor syndrome, chaos and impossible feats, I always remember how proud he was of me. This carries me through every day of my career.

What are some of your career highlights? At the age of 22, I was promoted to assistant store manager to the busiest SaveOn-Foods location on Vancouver Island, Fort & Foul Bay. I had the opportunity to help grow the store to the No. 1 store in gross sales in the company at the time. I then became one of the youngest store managers in the company when I was promoted to run the SaveOn-Foods in Port Alberni, B.C. at the age of 25. I also recently won Canadian Grocer’s 2022 GenNext Award.

What is your leadership style?

My leadership style is a balance of being empathetic and valuing accountability. Leveraging my empathy to support my team has been critical, especially over the last three years through the COVID-19 pandemic. I value taking the time to get to know every team member in my stores.

What is a fun fact about you?

I used to play in a band after high school called Reverie. We have an album on Spotify called “Wide Awake.” Unfortunately, our careers caused us to grow apart a bit, but I’ve always been really proud of that!

What do you like best about your job? Our company provides a lot of autonomy to be who we want to be and run our stores how we see best. This is my favourite part about my job, as it pushes me to always challenge myself to be better than I was yesterday.

How do you spend your time outside of work? My homelife is everything to me, and my wife is a large part of that. When not at work, we are usually spending time playing video games, exploring the town, or taking our dog for a walk. We recently got into skiing, which has been an adventure in itself! I have also been a golfer for more than 14 years and take any opportunity I can to get out on the course.

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Congratulations

Ruth-Anne Hunsberger Business Unit Lead, Cereal

on your 2023 Star Women Award Y O U R G E N E R A L M I L L S F A M I LY I S I N C R E D I B LY P R O U D O F Y O U AND ALL OF YOUR ACHIEVEMENTS.

CONGRATUL ATIONS

Christine Batke Commercial Operations Manager

On her Star Women in Grocery award, recognizing her leadership, passion, and commitment. At Conagra Brands, we build champions who make an impact and we are proud of you!

Congratulations, Pam! On behalf of the entire GS1 Canada Family, we are proud to celebrate this well-earned recognition of your incredible impact. You continue to be a driving force for neutral industry collaboration and global standards adoption across the grocery supply chain.

Pam Horvatis

Senior Vice President, Industry Relations

www.gs1ca.org |

@gs1canada

Congratulations to Stephanie Benbow, Jolene Watsyk, Brook Nelson-St. Dennis and Jamie Sayers for their influence, innovation and outstanding leadership at Pattison Food Group and in the grocery industry.

Stephanie Benbow Guildford Store Manager

Jolene Watsyk South Point Store Manager

Brooke Nelson-St. Dennis Brocklehurst Store Manager

Jamie Sayers Director, Communications

Congratulations to all of the 2023 Star Women in Grocery Award winners.

EXPLORE SUMMER RECIPES & MORE AT: CLUBHOUSE.CA ® Reg. TM/MD McCormick Canada

Star Women in Grocery

MELANIE POWELL Store Manager Coleman Group of Companies Greatest career achievements?

I entered the grocery industry as a bakery clerk and I feel proud of what I have achieved since then.

In the early years, I climbed the ranks at the store earning several positions. Gaining the position of payroll assistant in 2009 was a career highlight that moved me from the retail side to the support side at Colemans. The 10 years that followed were full of opportunities to learn about our company and to learn new skills.

But my greatest achievement, by far, is attaining the store manager position at a Coleman’s store that opened in my hometown.

What keeps you motivated at work? Each day I wonder what today will bring; no day is like any other in our industry. Somedays it is learning something new, or it can be teaching a colleague something new. On other days, it is the excitement of seeing a co-worker’s ideas for a display take form and then seeing it win first place in a competition. I am re-energized and motivated each time I share in my team’s excitement and hear them say they can’t wait to start planning the next one.

What do you like to do when you’re not working? Away from my work, I delight in spending every moment I can with my husband and my two boys (ages two and 10). We spend every chance we get outside. Enjoying an outside fire is a favourite family activity. We are looking forward to summer and can’t wait for the camping season to start.

JULIE SANTARY Director, Restaurant Operations Farm Boy

ÉLAINE TESTULAT Store Manager, Super C, Granby, Que. Metro

How did you get your start in the grocery business? I was in school for nutrition and I needed a part-time job. That job, 20 years ago, became my passion and has turned into a wonderful career, one for which I consider myself truly blessed to have.

What do you appreciate the most about your work? What I value the most is that each day presents its own unique challenge. No days are alike, and I thoroughly enjoy breaking free from the monotony of routine tasks. One moment I particularly enjoy is breakfast with my team, where we establish our action plan and discuss the issues encountered the previous day to make necessary adjustments. It’s a dynamic way to start the day and foster effective collaboration.

What is the most challenging aspect of your job? Developing talent so we can continue to grow as a company and deliver what I consider to be a best-in-class experience to people in Ontario; that is the mission, that is the objective and, most days, that is the win for me.

What keeps you motivated at work? People. I love our people and I love taking care of customers. Introducing restaurant-quality food to people in a grocery store seems counterintuitive, but that is what my team and I do every day.

What is the best piece of career advice you’ve ever received?

Work hard, lead by example and don’t be afraid to make mistakes, but make sure you own and learn from those mistakes. And, always be truthful. When trust is gone, nothing can replace it.

What are you passionate about outside of work? I love food. I show my love to those around me with food, so on weekends I like spending the day shopping for and preparing feasts for my partner, my friends and my family.

What is the best advice you have ever received? “Step back, breathe, and come back.” This advice has helped me take a step back in moments of pressure, take a deep breath to refocus, and come back with a fresh perspective and a better approach.

What is your best quality?

Undoubtedly, my greatest quality lies in my leadership abilities. I have the capacity to empower my team to surpass their personal goals and achieve the company’s objectives. I excel as a captain of the ship, as I possess a clear vision of our destination and the expertise to guide my team towards success.

What do you do when you are not working? I am a traveller at heart. Exploring new cultures and expanding my knowledge about the places I visit is something I cherish. Additionally, I find delight in engaging in various activities in my daily life such as golf, CrossFit and scuba diving! Sundays are typically dedicated to family dinners, where we gather to savour the simple pleasures of life.

JOLENE WATSYK Store Manager Save-On-Foods South Point, Surrey, B.C. Save-On-Foods How did you get started in the grocery business? I started with our company 25 years ago as a clerk in the photo department in our West Maple Ridge Save-OnFoods. I was working part-time, taking university courses towards a different career. I found I really loved the grocery business and Save-On-Foods has incredible training programs for leadership.

I entered our Retail Management Excellence training program, progressed through its three levels of training into a management role and never looked back.

Why is it important to you to mentor future leaders? Not to be cliché, but our people are our future. Sometimes it just takes a leader to nudge someone in the direction of self-growth, awareness and development for them to jump-start or continue progressing their career in leadership.

What is the best advice you’ve ever received? Several years ago, when I was still new to the role of store manager, Paul Cope, who is now our senior vice-president of retail, asked me: “What is the fingerprint you are going to leave on the store?” That has since been part of my vision and goals for a store. I want to make sustainable and long-term operational improvements that will last after I move to my next role.

How do you spend your time outside of work? I enjoy time with friends and family. I love getting outdoors and enjoying our beautiful province (British Columbia), camping or hiking with my husband and our two big dogs.

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Unilever is proud to recognize

Julie Filipuzzi

Canadian Supply Chain Lead.

For her leadership and dedication to delivering future fit solutions to our colleagues and customers.

Congratulations to Julie and all the winners of the

2023 STAR WOMEN IN GROCERY AWARDS!

Alice is an esteemed leader at Instacart, TORONTO renowned for her influential role in driving NAME 3354372_UL Star Woman in Grocery Awards_7.875x5.375_en.indd 01 3354372 FILEVERSION LINKS INKS for retailers QC/QA of all sizes digitalFONTS transformation Julie Filipuzzi_4c.tif (515 ppi; 13.98%; CMYK) Unilever Shilling (Medium, CLIENT Unilever 02.01_Backgroundshapes_Denim blue_CMYK-09.jpg (466 ppi, -467 ppi; 64.33%, Regular) CAMPAIGN Star Women in Grocery Awards across Canada and the US. Notably,PRODUCER she -64.33%; CMYK) TITLE UL Grocery Awards Ad DESIGNER Logo white transparent CMYK.ai (19.51%) actively advocates for fostering a positive Q.C. TRIM 7.875" x 5.375" CLIENT and inclusive culture within Instacart.

BLEED 8.125" x 5.625" Stephen Dunstan / Stephen Dunstan ARTIST SAFETY 0" x 0" As evidence of her commitment, Alice STATION OMG-CA-OSX-939 / Stephen Dunstan ICC Not Known LAST SAVED 6-1-2023 2:22 PM co-leads the Diversity, Equity, and Belonging WORKFLOW None CURRENT DATE 6-1-2023 2:24 PM initiatives in the Business Development organization. Alice’s leadership stands out due to her exceptional resilience, adaptability, and unwavering dedication to collaboration, consistently delivering valuable outcomes for her partners.

Cyan Magenta Yellow Black

is proud to celebrate

Alice Luong Director of Market Strategy and Planning

We are grateful to have Alice on our team and celebrate her remarkable achievements as a leader in the Canadian grocery industry.

Star Women in Grocery

DERIN BELLO VP, Sales Mars Wrigley What is one of your proudest moments? Earlier this year, our team gathered for a full strategy session followed by an award ceremony focused on recognizing talent and performance. During this time, I couldn’t help but reflect on all the team had accomplished over the past two years—from rebuilding our categories back to health to the resiliency we demonstrated, and the results we achieved collectively is one of my proudest moments.

What keeps you motivated?

I wake up every morning with a desire to continue to learn and grow in my role, while supporting my team and enabling a growth mindset. The global pandemic forced us, and the industry, to think differently—we had to start fresh and re-learn what we know about our consumers, customers and employees. It’s this learning mindset and constant challenge that fuels me.

How would you describe your leadership style? I am a fan of the situational leadership model, which means I adapt my style based on each situation to meet the needs of my team and better understand what motivates them. I believe in relevant transparency towards driving high psychological safety and a high-performance culture.

What do you like to do when you’re not working? I look for every opportunity to create great memories with my loved ones over things we love to do together or discover new experiences, from travelling to new restaurants to spending time watching anime with my children.

KATE BERESFORD VP and GM, Loblaw Customer Business Team Maple Leaf Foods

ISABELLE BERNIER VP Private Label & Business Development A. Lassonde

What are some of your career highlights? I’ve had such a rich career, so it’s hard to choose one!

My previous role as vice-president of sustainable meats marketing at Maple Leaf Foods is a career highlight. Having the opportunity to lead this initiative and grow our North American business in poultry and pork that is humanely raised without antibiotics, and doing it with an amazing cross-functional team, makes me incredibly proud. It represents pride in the people I work with and pride in Maple Leaf’s leadership in sustainable meat. Now, I can build on that role serving one of our major customers.

How did you get into the grocery/cpg business? I got in the grocery business right out of school. There is so much to learn about the grocery business. I found it fascinating to explore the different layers, from product development to operations to supply chain all the way to the impact our products have on consumers.

What is the best advice you’ve received? My dad is my mentor and cheerleader and always gave me amazing guidance. The first piece of advice is to think about what new tool you are putting in your toolbox. Every role, every opportunity is the chance to hone a new tool, and adding more tools to your toolbox will make you a better leader. The second piece of advice is put your head down and focus on the work and the rest will follow. Both pieces of advice have been foundational in my drive for personal growth and development.

What is a fun fact about you?

I have a Boston Terrier named Lola, who I’m obsessed with.

I’m also always taking photos on my phone and documenting everything. My camera roll has 63,000 photos on it: 50% are Lola, 25% are family and friends, and 25% are photos of grocery stores, bacon and hot dogs!

How would you describe your leadership style? I am a true believer in work-life balance. I would say my leadership style is based on trust and giving my team space to do things their way as long as we get to the required results. Communication is key and setting clear objectives is essential to ensure we are all working towards the same goals.

What excites you most about the future of the industry? If one thing is certain it’s that people will continue to eat and drink!

There are still many opportunities to explore and ways to optimize the way we do things to meet the constantly changing needs of both retailers and consumers.

What do you like to do outside of work? I really enjoy cooking and having dinner with family and friends. Travelling is also a big part of my life as it is quality time spent with family exploring the world and learning along the way.

My go-to when I want to relax and have some “me time” is puzzles.

TRACEY COOKE SVP Chief Marketing Officer Nestlé Canada What are some of your career highlights? I’ve had an unconventional career trajectory and that has been a feat in and of itself, moving from science to the ad business to my own business, to marketing at a world-renowned CPG company. At Nestlé, my career highlights are developing and launching many firsts (across platforms, brands, teams and capabilities like e-commerce and consumer experience), while building what I believe to be the best Centre of Marketing Excellence in the Nestlé network.

What advice would you give to emerging talent? Be a perpetual learner. From technology to art to languages to whatever, be curious.

In a fast-changing world this is essential. Go to the edge of what you think you can do and just do it. Regularly mining courage is key to growth. Remember to lean into your talents and strengths.

We all have gifts, but harnessing those talents into strengths is where the real magic happens (versus working to “improve your weaknesses”). And lastly, move forward. We humans are built for the future. Never let what is behind you hold you back. And never wait. Balance getting it right with getting on with it.

What is your best quality? People say my superpowers are empathy, compassion and inspiration.

Known as the coach and couch of marketing (I take that very seriously!) and the oxygen (deep breath), I believe I help people see what’s possible and then find the courage to make it happen.

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Marie-Eve Jutras Director Market, Consumer Insights and Business processes

We are incredibly proud of Marie-Eve and her well-deserved recognition for leadership, hard work and expertise that have been invaluable to Agropur’s successes and evolution.

C N RA ULA I NS

SUSAN R I S I N G S TA R A

SUSAN FOLK S

C R RA E DIREC R CA E RY SALES LANNIN

www.krugerproducts.ca ©2023

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Star Women in Grocery

HEATHER FADALI VP Product Management & Innovation Loblaw How did you get your start in the grocery business? My career in grocery started after I went back to school and completed my MBA at Schulich (School of Business).

I’d always wanted a career where I could create an impact on the everyday lives of Canadians.

For me, creating great products was the best way to do that. I started my career on the CPG side and transitioned to Loblaw as an opportunity to get closer to the customer and be part of a Canadian-led organization.

What keeps you passionate about your work? Having a purpose and seeing that reflected in my work keeps me motivated and passionate. I’m honoured to be leading the biggest brands in Canada. With President’s Choice, I have the privilege to develop new and unique products that create excitement for Canadians. Equally important to me is the obligation to serve Canadians high-quality products at affordable prices in a sustainable way. This is what we do with our No Name brand.

How do you like to spend your time outside of work? My second job is as a private chauffeur for my two girls who are involved in competitive sports. I make the time and investment because I believe in the power of sport.

What is a fun fact about you?

Every time we launch an Insiders Report, I hold a big party for family and friends at my home and only serve the new PC products—it’s always a hit!

JULIE FILIPUZZI Head of Customer Experience Unilever Canada

PAM HORVATIS SVP, Industry Relations GS1 Canada

What are some of your greatest career achievements? I’ve had the privilege to move around various supply chain roles, including planning, manufacturing, logistics and customer service.

In addition, I supported strategic transformation projects, business integrations and exits. All of these roles and experiences were unique and challenging in different ways.

My greatest career achievement is to be valued as a leader at Unilever Canada, playing a key part in delivering our strategy and developing talent and teams to secure our future legacies.

What do you like most about your job? First, it's the people I work with. At GS1 Canada, people have a strong desire to support Canadian industry and Canadians as a whole. We truly believe in our mission and our values and we act in line with them. Second, I enjoy the diverse group of subscribers we work with. One moment we are supporting a small business in the grocery sector and the next we are working with a large retailer in the hardware sector.

What was your biggest career challenge? Mobility. I decided early in my career, for personal reasons, that I was unable to relocate. I assumed this would be limiting for me in a global company, but I’m happy to say Unilever proved me wrong.

Through open and honest development discussions, I was able to find opportunities within Canada that allowed me to continue to develop and grow my skills and competencies, while adding value in different roles and projects that have come my way.

What is the best advice you’ve ever received? First, never take a job you aren’t at least a little afraid of. Secondly, you don’t have to be perfect on your own to make progress; let people in to collaborate as the editing process delivers better results.

How do you spend your time outside of work? I enjoy gardening, but I haven’t yet developed a green thumb. I enjoy reading, shopping and the occasional binge-watching. Firefly Lane was the latest and greatest.

What has surprised you in your career? I was restructured out of a company. Throughout my career, I had worked hard, made sacrifices and was generally quite successful. In retrospect, I thought that kind of thing wouldn’t happen to me. But it did and, honestly, I’m better for it. It was tough at first and my ego was hurt, but I was fortunate to have the opportunity to take some time, step back and assess where I wanted my career to go and what type of work I wanted to do. And frankly, that’s what led me to GS1 Canada.

How would you describe your leadership style? Leadership, to me, is about developing followership through creating a strong vision, enabling a path to achieving it and giving people the opportunity to contribute, feel valued and have the chance to develop.

What are you passionate about outside work? My family and some self-care. I lost my dad and my father-in-law last year within months of each other and it showed me just how precious time really is. These experiences made me take stock in how I prioritize and spend my time.

JULIA KNOX SVP Merchandising Services and Retail Enablement Sobeys How did you get your start in the grocery business? I got my start in the grocery business in 2005, when I was working my first job out of university as a management consultant. My first retail client was H-E-B, a large regional grocer based in San Antonio, Tex. After several projects, I joined their team as a full-time employee. It was an inspiring organization to be part of, and I learned a tremendous amount about excellence in food retailing. I was hooked!

What keeps you passionate about your work? Serving Canadians—feeding our families and communities is critical work.

And there is no shortage of opportunities in this business to get better every day. We have a fantastic team at Empire and a very positive culture. We have fun doing what we do!

What is the best career advice you’ve received? Be clear on your values and priorities, both personal and professional, and understand your unique strengths.

From there, tough business and career decisions can become easier. And, for women with young children, don’t be afraid to ask for help and get the right support systems in place. There is only so much time and energy in the day!

What is a fun fact about you?

I collect reusable grocery bags when I travel for work (what can I say, a true sign of a retail nerd). I have bags from Germany, the U.K., China and the U.S. in my collection.

Plus, a few vintage Giant Tiger bags that are meaningful from my time working there.

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Congratulations Jane Proctor from the CPMA team

Canadian Grocer's 2023 Star Women in Grocery winner

Congratulations to Ola Machnowski

for being recognized as a Star Woman in Grocery.

Ola’s leadership, focus on consumer excellence and commitment to the grocery industry is unparalleled. Ola, you inspire the entire team at Hershey’s and we are so proud of your accomplishments.

Hershey would like to congratulate all winners of the 2023 Star Women in Grocery award.

Calgary Co-op would like to recognize Sandra Power, Deli Category Director We appreciate your dedication to delivering exceptional customer experiences, products and services.

Your commitment is making a positive impact on our business, people and the communities we serve.

Congratulations Sandra on your Star Women in Grocery Award!

Lactalis Canada would like to congratulate all the winners of star women in Grocery!

Christine Ethier's impressive career at Lactalis spans nearly two decades, with notable achievements as she advanced from a Quality Control supervisor to Director of Operations. Her adaptability, knowledge, and accomplishments in cost control, waste reduction, facility safety, and employee engagement have made her an invaluable leader within the company.

Congratulations to

Christine Ethier Director, Plant Operations For your leadership, innovation and contribution to the grocery industry.

Follow Lactalis Canada on LinkedIn linkedin.com/company/lactalis-canada/

All trademarks are owned or used under license by Lactalis Canada, Toronto, ON, M9C 5J1. ©Lactalis Canada, 2023. All rights reserved.

Star Women in Grocery

Kudos to all of the 2023 Star Women

KRISTI LALACH VP, Legal and Associate General Counsel Sobeys What's the biggest challenge you've faced in your career?

In November 2022, Sobeys experienced a cybersecurity event. Providing support to our leadership team and our front-line and backstage staff to equip them with tools to address customer impact and regulatory requirements was a unique challenge that was time sensitive and of a magnitude I’d not previously experienced.

The leaders at Sobeys, myself included, had to work in a rapidly developing environment that few people had experienced before, and the pressure and stakes were high. I remain grateful to our front-line and backstage staff for how hard everyone worked to pull together in a crisis to make sure our company and our customers were well protected.

What keeps you motivated at work? I am motivated by a stream of challenging work and a high-performing diverse team; I am lucky to have both at Sobeys.

The grocery business is constantly redefining itself and I find that extremely motivating. In addition, I am fortunate to work with an incredible team of lawyers, retailers and industry leaders in a collaborative workplace, including a vast network of high-performing supportive female leaders.

Best advice you’ve received?

Empowered people empower people. When we show a person respect and trust, they grow to their true potential and, in turn, seek to grow the potential of others. This helps develop our future leaders, who will give their time to serving our customers and communities.

OLA MACHNOWSKI Head of Marketing Hershey Canada What are some of your career highlights? As a marketer, I’ve been fortunate to have worked on many brands across multiple categories and companies. Each came with a different consumer profile and business problem that enabled me to gain breadth and depth that has been critical to strengthening my skillset. I’ve learned from some of the best in the business; I’m thankful to every manager I’ve had along the way for their patience, time and guidance.

What is your best quality? My candor … maybe coupled with my odd sense of humour? I’m known for saying what’s on my mind in the interest of moving the business forward, but it’s usually paired with a smile or, more commonly, what I think is a witty joke. Getting comfortable with saying what needs to be said moves the business faster.

Best advice you’ve received?

“Listen to feedback for what it is; take it as a gift and figure out how to action what needs to be strengthened.” Upon reflection, in the earlier parts of my career I could have done a better job of listening to feedback. When I really internalized that most feedback is given with the intention to go from good to great, I sought feedback from trusted colleagues. That’s when real personal development happens.

What is a fun fact about you?

At one point, I thought I would pursue a career in music. To keep the creative side of me alive, I always have a couple new piano tunes on the go.

TERESA MASTRODICASA VP, Nutrition Policy & Regulatory Affairs Food, Health & Consumer Products of Canada What are some of your career highlights? Most recently, I was able to contribute to the front-of-package labelling and supplemented foods regulations, which took years to develop.

These regulations will impact many products on grocery store shelves and will influence how Canadians make food choices. In addition to representing industry to ensure policy and regulation proposals are balanced and science-based, I am also helping shape these regulations so they will make sense to consumers and ultimately help them make more informed food choices.

Best advice you’ve received?

The best advice I ever got, which came during a transition time in my career when I was wondering what was next, was to write down your ideal job description—what would that look like? At the time, I thought it was a bit silly because you don’t get to write your own job descriptions, but the exercise helped me determine what I wanted to do and to strive to find a job I would love. I am very fortunate that my current job description is very similar to what I had written down. The other piece of advice that has always stuck with me is, “be confident in what you have to say and what you bring to the table.”

What is a fun fact about you?

Here’s a few: I grew up in rural Portugal and came to Canada with my family when I was seven.

I am one of six children (second youngest). And, I ran the Toronto Waterfront Marathon, achieving my goal of finishing in less than four hours.

June/July 2023 || CANADIAN GROCER 65

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CONGRATULATIONS Co-op is proud to recognize Nena for outstanding contributions in the grocery industry. Congratulations to all 2023 Star Women in Grocery.

Nena Pidskalny Director, Supply Chain Strategy and Planning Federated Co-operatives Limited With a decade of experience at FCL, Nena has demonstrated exceptional leadership in our end-to-end supply chain business. From starting in category management, to developing award-winning Co-op products as a Store Brands Specialist, Nena was recently appointed Director of Supply Chain Strategy & Planning to optimize Co-op’s supply chain for the long term. Her visionary approach, deep industry understanding, and commitment to excellence have made her a role model for aspiring professionals, both within FCL and in the grocery industry at large. Congratulations, Nena, on this remarkable achievement—your unwavering dedication and expertise continue to shine bright in the world of grocery retail!

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CO-OP.CRS and design trademark are registered trademarks of TMC Distributing Ltd., Saskatoon S7K 3M9.

CONGRATULATIONS TO

Sonya Fiorini DIRECTOR, CORPORATE SOCIAL RESPONSIBILITY AND COMMUNITY INVESTMENT

for being recognized as a

2023 Star Women Award winner!

Proud. Honoured. Privileged.

These words don’t even begin to describe how we feel about Sonya’s recent recognition for her work as she continues to lead impactful initiatives that make a difference.

To learn more about our Sustainability efforts, visit burnbraefarms.com

Star Women in Grocery

JANE PROCTOR VP Policy & Issue Management Canadian Produce Marketing Association How did you get into the produce business—and what has kept you in it all these years? It was mostly luck that got me into the business.

I have a bachelor of education and I was a supply teacher. When a summer job came up at CPMA, I took it as a chance to augment my income until the fall, but the produce industry draws you in and I never left. That draw is about the people and the satisfaction you get from supporting an industry that brings amazing, healthy food to Canadians and the world. I can’t imagine working in any other industry.

What are some of your proudest career achievements? Given the global nature of produce, working on efforts to improve the global supply chain and bring standardization to every business has given me deep professional satisfaction. Helping establish the International Federation of Produce Standards (IFPS), globalizing the produce identification system, and acting as a lead in global produce standards makes me feel like I will leave the industry a bit better than I found it. At a Canadian level, my team and I work to remove barriers to business, mainly from a regulatory/policy perspective, and that makes me proud of my team and the industry volunteers who work so hard to keep the produce industry moving forward without unnecessary impediments.

How do you spend your time outside of work? I’m an avid traveller, gardener and reader, plus I spend a lot of time with family and friends doing things that make us happy.

ROBYN PTAK VP, Sales P&G Canada How did you get your start in the grocery business? I was studying business in university and was looking for summer work experience in sales and marketing.

I joined P&G as an intern in a sales market strategy role and I was hooked! I accepted a full-time job and my first role with P&G was working on our Loblaws business across the Ontario banners. My portfolio included brands across multiple departments … It was an intensive peek into the diverse world of grocery retail. Twentythree years later, I am still at it.

Biggest career highlight, so far?

I am the proud mom of three incredible girls—Abby, Hannah and Rachel. After my twins were born, I realized that while I wanted to learn, grow and continue to develop my career, I also wanted more time to spend with my children as they grew up. As I liked to say, “I didn’t want much, I just wanted it all!” I approached P&G for flexibility to work on a reduced work week, which they openly accommodated. Through the next seven years and three work assignments, I was fully supported to work reduced hours in challenging and meaningful roles. It was a career highlight for me when I was promoted to VP without having to compromise on invaluable time with my family.

What is a fun fact about you?

I absolutely love to travel—my favourite destination was a safari at Little Makalolo Camp in Zimbabwe on my three-month honeymoon!

ANNIE ST-ONGE VP, Merchandising, Perishable Products Metro

LORI VERNA VP, Supply Chain Systems Loblaw Technology & Analytics/Loblaw

How did you get your start in the grocery business? I started as a nutritionist right after I completed my degree. My role was to help producers introduce products to the market. I also had the chance to work as a consultant for a food retailer. It was there that I was immersed in the grocery business.

I quit my job as a nutritionist and started a new position as a replenisher for deli meat.

What keeps you passionate about your work? I have always been a natural problem solver with a relentless passion to deliver. My best work is done solving complex, multifaceted problems that enable transformation. In supporting Canada’s largest supply chain network, the stakes are high. I love that I get to lead a team that plays a key role in enabling our company to seamlessly get products on shelves—from forecasting to delivery.

What do you like most about your job? There is no day like another. I’m in charge of the fresh departments, so there is always something new coming up. The market is changing constantly and we must adapt quickly.

What has been the biggest highlight of your career, so far? To have successfully managed a role change with added responsibilities during the pandemic. I changed from procurement to merchandising in early 2020 and was promoted to head of the fresh departments six months later. As a team, we have been able to deliver results despite the changing environment and the multiple headwinds.

How do you like to spend your time outside of work? I like to be outside, to play outside! I’m a cyclist, but also a skier and a trail runner. Sports have always been part of my routine and it allows me to bring a balance in my life.

I book an hour per day in my schedule to practice an activity.

What is a career challenge you’ve faced? As a woman executive in the male-dominated industries of technology and supply chain, it didn’t surprise me to hear “I have never had a woman leader before,” from members of my team. I am passionate about mentoring and championing leaders to get the right balance of people and voices at the table. After spending time as a leader of Loblaw’s Women in Technology employee resource group, part of our Go Further Women DE&I pillar, we have made a measurable difference in the representation of women in management roles and within our department overall.

What is the best career advice you’ve received? Stay curious, ask questions, and seek to understand. Approaching a problem or situation without preconceived notions is a unique asset you can bring to the table.

When I am faced with a challenge or an area where I do not have foundational knowledge—I always lead with logic.

June/July 2023 || CANADIAN GROCER 67

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Raising Our Cup to

Congratulations to all the

2023

Star Women In Grocery Award Winners

MELITTA IS A PROUD SUPPORTER OF THE 2023 STAR WOMEN IN GROCERY AWARDS

Star Women in Grocery

Join the celebration on September

20

the international centre mississauga || on For more information and registration details visit starwomen.ca

LESLEE WILLS VP, People and Corporate Affairs Bimbo Canada How did you get into the cpg business? I fell in love with CPG in the mid-90s when I joined Coca-Cola Bottling. In my eight years at Coca-Cola, I learned so much about the business, the importance of how consumers connect with brands, and the value of great people in generating results and being ambassadors of the company’s products. After a brief career stop outside of the grocery industry, I was thrilled to return 15 years ago to Bimbo Canada (then known as Canada Bread Company). What I initially loved about the industry has remained virtually unchanged, and my passion for it has been amplified by the importance of doing purpose-driven work that has a significant environmental and social sustainability impact.

Without a doubt, the CPG space is sexy, no matter what you manufacture and sell.

How would you describe your leadership philosophy? Can a philosophy be just four words?

If so, “Work hard. Play harder.”

I’ve lived by this philosophy for more than 25 years and it’s never steered me wrong. Realizing I’ve got less career ahead of me than behind me, I’m starting to evolve my philosophy to something like, “Life is short. Find joy.”

What do you like to do outside of work? My husband and I are beach and water people. We love to travel to sun destinations and if it involves boating that’s a bonus!

We also enjoy spending time at our family cottage on the lake— the more friends, family and dogs there are, the better the weekend generally is.

MARIE YONG Co-founder and COO Aisle 24 What inspired you to launch Aisle 24? I’ve always had an entrepreneurial drive and spirit.

Aisle 24 was born from my husband and business partner John Douang’s background in technology, merged with his family’s previous convenience store experience.

What has been the biggest challenge you’ve faced in your career? My biggest challenge as an entrepreneur has been to keep the faith when all seems to fail. Just like any human being, it is difficult to go all in without the assurance of a return in sight. But, sometimes in entrepreneurship just like in life, the climb is the hardest at the peak of the mountain. You just need to keep that faith and passion ignited to power through and reach the top.

Proudest moment? My proudest moment was when we granted our 100th franchise. It’s one thing to believe in what you do, but it’s a whole other feeling when the world believes alongside you.

What is the best piece of career advice you’ve ever received?

That failure is a natural part of growth. It’s never about not failing or not making mistakes; it’s about how fast you can pick yourself up and learn to be better.

What’s a fun fact about you?

I may be small, but I can out-eat anyone! I’m a big foodie at heart. CG

June/July 2023 || CANADIAN GROCER 69

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RECOGNIZE RISING TALENT IN THE GROCERY BIZ!

In association with The Golden Pencil Award, Canadian Grocer is accepting nominations for the 2023 Generation Next Awards, which recognize emerging leaders (under age 40) in the grocery and consumer packaged goods industries

NOW ACCEPTING NOMINATIONS Deadline to enter: September 15, 2023 For full details, visit: cggennext.ca Presented by

Exclusive GenNext Partner

Meal solutions

A GROWING APPETITE FOR MEAL SOLUTIONS

SHUTTERSTOCK/MONTICELLO

Shoppers recognize the value and convenience of prepared foods, but still need a nudge to check out grocery options first By Rosalind Stefanac WHEN THE WORLD SHUT DOWN (including our favourite eateries), so many of us turned to grocery stores for meal solutions, whether for add-ons to our own recipes or full meals when home-cooking fatigue set in. But now that things have mostly returned to normal, meal solutions are still booming—with good reason. Be it the freshly made Napoli-style, handstretched pizza at Save-On-Foods' Sunwood flagship in B.C., or Longo’s meal kits using locally-sourced ingredients from Ontario farmers, customers realize there are prepared foods at their grocery stores that fit their budget and offer great taste.

“As [consumers] returned to work, school and entertaining, we have seen an increased interest in our prepared meals, which are restaurant quality, good value and require little to no preparation time for home or on-the-go,” says Mike Longo, chief operating officer at Longo’s. “We continue to innovate new recipes and prepare delicious main course meals with meat and vegetarian options, sides and recipe starters, in different sized formats to help our guests with their family meals.”

He says for Longo’s stores in urban locations, in particular, there are lots of shoppers choosing

June/July 2023 || CANADIAN GROCER 71

Meal solutions prepared foods, with the younger demographic looking for “healthier options or meals reminiscent of home-cooked meal classics.”

Indeed, the latest 2022 statistics from Mintel show that almost two-thirds of Canadians (62%) purchased prepared meals at the grocery store in the last three months, and of those 49% did so on a weekly basis.

Yet, further research indicates there is still room for grocers to do better if they desire to be top of mind with consumers when it comes to meal solutions. While a quarter of U.S. shoppers are purchasing more deli-prepared foods than a year ago and feel they are a good value, when asked why they would buy restaurant versus grocery meals, 43% of consumers said they just didn’t think about it, according to the Power of Foodservice at Retail 2022 report from the Food Industry Association (FMI).

A FOCUS ON MEAL OPTIONS

Rick Stein, FMI’s vice-president of fresh foods, says consumers—especially the younger set—are looking for diverse meal options and grocers don’t always deliver. “People get fatigued, and they don’t want to eat the same thing every time, so it’s about allowing them to make choices,” he says. Recognizing that it’s harder for larger retailers to frequently change up their menus like restaurants can, he says offering daily specials or other limited-time options may be a good solution. “Maybe it’s Greek salads on Monday and Mediterranean on Wednesdays,” he says. “It’s about having choice and allowing [shoppers] to customize, whether that’s the size of [portions] or some of the ingredients.”

Stein says grocers who try diverse options and don’t see the uptake immediately need to be thinking longer term. Rotisserie chicken and sandwiches may still make up the bulk of sales in prepared food departments, but he says that’s because those are the items grocers carry most. “[Grocery retailers] don’t have the reputation for having that diverse cultural cuisine, but if they would stick to the course that would improve,” he says.

Now that more people have a hybrid work environment, Stein says there are also opportunities for grocers to extend meal solutions beyond dinner. According to the 2022 FMI report, 17% purchase deli-prepared foods for breakfast more than once a week (up 6% from the year prior) and 21% opt for prepared lunches (an increase of 8%). “Where retailers had traditionally given up on breakfast foods, we’re seeing some of them offering breakfast burritos and sandwiches in the morning,” he explains, noting that this trend is most successful in urban areas with a lot of foot traffic.

While dinner remains an important meal for customers, Justin McGregor, general manager of Urban Fare and restaurant division at Pattison Food Group, says his team has been working hard to improve 72 CANADIAN GROCER || June/July 2023

breakfast and lunch offerings to make Save-On a destination for all prepared foods. “The improvements and new additions have certainly brought growth to the breakfast and lunch categories as well as our new coffee program,” he says. In fact, with the success of programs like the full hot breakfast menu at Save-On’s Sunwood location in Coquitlam, B.C., he says the plan is to extend some of these offerings throughout the company.

ADOPTING A FOODSERVICE MINDSET

If grocers want to be a top go-to place for prepared foods, they need to start thinking and operating like full-service eateries. Nicolo' Dagnino, managing director, North region and digital at Eataly (a chain of 41 Italian markets globally offering authentic Italian products and prepared foods), says customers are looking for high-quality foods and convenience, which means having good options available during all parts of the day. “[Your inventory] can’t look tired at 6 p.m., or not ready at 9 a.m., so that dialogue in the front of the house and back of the house is extremely critical,” he says. “We created a good culture and support each other, which allows us to elevate our service and variety.”

Dagnino says Eataly’s model of providing ready to eat, ready to heat, ready to cook and ready to impress options (think large meat and cheese boards and larger sizes of tiramisu), means there is something to fit the needs of all customers. “We’re also coming from a restaurant angle to prepared foods, which allows us to think differently and be bold in our attempts,” he says.

Customer feedback to Eataly’s Toronto store at the lively intersection of Bay and Bloor has been so positive, the retailer is opening a second Canadian location later this year in Etobicoke, Ont. Elevating the prepared foods section in-store should also extend to a grocer’s online offerings, says Joel Gregoire, associate director, food and drink at Mintel. “Don’t underestimate the importance of delivery and online ordering, even for those shopping in the store,” he says. “With a proprietary grocery app, I could order a customized pizza to be ready on my way out. Don’t forget about the convenience aspect!”

Gregoire says recent research from Mintel shows that online ordering is “persistent” even with most people back to in-person shopping. “What we know from our research is that it’s important to have technology integrated within the shopping experience for younger consumers,” he says. “This is not something I would ignore.”

With 52% of Canadians who use home meal replacement (HMR) saying they’d be interested in a full-service dining experience in grocery stores, according to Mintel, Gregoire says adding sit-down dining is another potential area of opportunity

Pattison Food Group's Wildlight Kitchen + Bar restaurant

Longo’s, Kitchen Hub offers multiple restaurant options

Grocers as restaurateurs?

WILDLIGHT, UNBOUND PRODUCTIONS

A FEW GROCERS ARE proving that restaurant additions may also be the future of meal solutions in and near the grocery store. Earlier this year, B.C.’s Pattison Food Group opened its first full-service restaurant and one of its Urban Fare stores in the same building.

Justin McGregor, general manager of Urban Fare and restaurant division, says it was a natural fit to open Wildlight Kitchen + Bar right next to its premium grocery banner. “We have been keen on opening a restaurant for many years,

but the right opportunity hadn’t presented itself yet,” he says, noting that when they were able to secure an amazing location in B.C.’s West Point Grey area they jumped at the opportunity. “While these two businesses run independent of each other, they are equally committed to providing our guests with the best food experience— whether it’s in the grocery store or the restaurant.”

So far, he and his team are “thrilled with the outcome and how well we have been received by the community.” In fact, only a

grocers should consider. “It’s about knowing your location and does that make sense,” he says.

Certainly, any grocers keen on offering an in-store experience need to be investing in meal solutions, says Gregoire. “I’m blessed to live near three stores that really value experience and if each of them didn’t have a solid prepared food section in this area they would be at a real competitive disadvantage.”

For Christy McMullen, co-owner of five Summerhill Markets in the Greater Toronto Area, the prepared foods section holds as much clout as the produce or bakery departments at 20% of overall

few months in and Wildlight has already secured several 2023 Golden Plate Awards from the Georgia Straight newspaper, which celebrates excellence in the Vancouver food and beverage scene.

Meanwhile, Longo’s partnered with ghost kitchen provider Kitchen Hub last fall to offer multiple restaurant options to customers at one of its urban locations in west Toronto. Customers are enjoying easy access to multiple restaurant choices, such as Mandy’s Gourmet Salads, Pai (for Thai) and

Tecolote (for Mexican), says chief operating officer Mike Longo, with more options being added (Three Brothers Pizza and Wvrst) in June. “From the beginning, this partnership has been of keen interest, and we will continue to look for future opportunities that benefit our guests,” he says.

The ghost kitchen trend is gaining momentum in the United States, too. Last year, Kitchen United opened a location in a Ralph’s supermarket in Los Angeles, followed by additional locations inside Kroger stores in Texas and Ohio.

revenue. Since the pandemic, she says there has been a growing demand for salads and sandwiches, along with comfort foods such as chicken pot pie and pasta dinners. “We have seasonal items, too, that we take away and then customers get excited when they come back,” she says. “And a strong Thai and Indian section that we consider our comfort foods, too.”

With an off-site commissary and 115 kitchen staff preparing meals, she says new ideas are always welcome and come from multiple sources. Sometimes it’s via the chef or customer requests, and sometimes its replications of foods McMullen and her brother

June/July 2023 || CANADIAN GROCER 73

Meal solutions (co-owner Brad McMullen) have tried at restaurants or seen on TikTok. “I’ll try new products and if they don’t sell and the feedback isn’t great, we’ll pull it,” she says. Managers are also given leeway to offer free prepared foods to regular customers to try out. “It really helps to have amazing team members, especially in your prepared food sections, that aren’t afraid to talk about new options.”

Some retailers without the space or resources (or expertise) for a dedicated kitchen are turning to outsourcing options such as Tavola Culinary Inc., based in Concord, Ont. Owned by Tony Cammalleri, a former executive chef at Toronto-based Pusateri’s Fine Foods, his team of chefs produce prepared meals six days a week for grocery retailers and cafés and have some 140 SKUs in the lineup. “We push out seasonal items four times a year and do research and development for the companies we sell to,” he says.

Cammalleri says since the onset of COVID, customers have become accustomed to a better quality

of prepared foods as restaurants pivoted to takeout. “Just look at frozen pizza at your local grocery store—there are 10 different restaurant-style pizzas in that section now,” he says. “Consumers’ taste buds have changed.”

Those stores where prepared meal programs really thrive are ones where store managers love food and want to sell great-quality products, says Cammalleri. “Ones where they’re not adventurous and don’t really believe in prepared foods don’t do so well— it’s about educating the retailer as much as the consumer on why fresh and local is better.” He points to the European system where there is a “food first” mentality in grocery stores and markets. “You focus on quality first and the profits come.”

As FMI’s Stein says, grocers are still the “best kept secret” in terms of offering nutritious food at a great value. “We have to get the sophistication of [meal offerings] further along in more stores, and then get it on more consumers’ radars,” he says. CG

Tips to elevate meal replacement options done right, prepared

meals are a great way to drive up margins in what is often a lowmargin sector of the grocery store—and stand out from the competition. Here are seven tips from industry analysts and retailers on how grocers can up their game when it comes to providing meal solutions.

1

Differentiate yourself with one (or several) signature items. Whether it’s stone-oven pizza, super fresh sandwiches, or a weekly prime rib special,

74 CANADIAN GROCER || June/July 2023

find something that makes you stand out and keeps customers coming back.

2

Invest in chefs and/ or train existing staff to seek out new flavour profiles and recipes. As an owner or manager, go to restaurants, watch TikTok and other social media for food trends, and don’t be afraid to try something new on occasion; customers want variety just as much as they like the tried and true.

3

Know your demographic and offer food options accordingly. For example, are there any dominant ethnic groups in your neighbourhood you could be adding dishes for?

4

Always use goodquality ingredients and source locally whenever possible.

5

Build entire menu options and meal kits around special occasions such as Thanksgiving or Christmas; convenience is key for customers,

especially during busy holiday times.

6

Look into technologies that can improve efficiencies in meal prep operations on the back end, or online tools that will help customers customize and time their orders.

7

Market your meal solutions just as you would other grocery specials—on outside billboards, via in-store flyers and signage, and through your website.

WHAT’S

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PRODUCTS || STORE OPS || CUSTOMERS || TRENDS

CENTRE STORE

SHUTTERSTOCK/ANJELIKAGR

CENTRE OF ATTRACTION Centre store came back to life during the pandemic and now grocers need to find ways to maintain that sales momentum

By Chris Powell

Prior to the pandemic, centre store was in a precarious state as customers moved to the perimeter and its promise of fresher, healthier food.

Today, with costs for fresh meat and produce skyrocketing, and many shoppers still not fully recovered from pandemic-induced “kitchen fatigue,” centre store has come roaring back.

“Shoppers are rediscovering the centre aisle,” says Jo-Ann McArthur, president of Toronto’s Nourish Food Marketing. She cites multiple reasons for customers’ return: A combination of the rise in hybrid working and tight budgets leading to an increased focus on breakfast and lunch at home; an “elevated” coffee and tea offering; and the resurgence of the cereal aisle.

One of the keys to maintaining that momentum is overcoming the consumer perception that shelf-stable food options are less healthy and more artificial than their fresh counterparts, says McArthur. “As shoppers

June/July 2023 || CANADIAN GROCER 77

Aisles rediscover these aisles, it would make sense to surprise them with options that check these boxes,” she says. “[It’s] similar to how frozen foods upgraded their offerings in advance of millennials discovering [them] and hence driving sales growth.”

While the perimeter is where grocers can differentiate themselves from their competitors, centre store has historically been where shoppers go in search of savings and everyday low prices, says Joel Gregoire, associate director, food and drink at Mintel. Those characteristics count for a lot during inflationary times.

According to Mintel’s research, for instance, snack foods, frozen meals and cooking sauces/condiments topped the list for Canadians when asked which categories they’d be most willing to sacrifice quality for savings—far ahead of fresh food categories such as bakery and produce.

Trends that have been a hallmark of the perimeter, such as a focus on organic and non-GMO products, are also making their way to the centre store with the rise of dedicated health food aisles or sections devoted to vegan diets, says Liam O’Connell, general manager of Envirosell, a New York-based retail research and consulting firm that counts Longo’s, Real Canadian Superstore, Save-On-Foods and Fresh St. Market among its Canadian clients.

For example, adding to its growing line of plant-based products, Hellmann’s recently launched three salad dressings— Vegan Ranch, Vegan Caesar and Vegan Green Goddess—that are certified vegan and made in Canada.

Centre store also holds the potential to keep customers’ pantries stocked with the protein-packed products they’re looking for, including RXBAR’s new Vanilla Almond protein bar, which is minimally processed with no added sugar and 12 grams of protein, and Rio Mare’s readyto-eat tuna salads made with prime quality tuna, vegetables and grains, containing 18 grams of protein and five to eight grams of fibre.

Canadian Grocer spoke with experts across the grocery sector for ideas on how to keep shoppers coming back to centre store. Here’s what they had to say: WHEN THEY GO HIGH … YOU GO LOW For a long time, traditional grocery store orthodoxy has been that the longer grocers can keep people in a store, the more they’ll buy. But, O’Connell says Envirosell’s research suggests that’s not true.

78 CANADIAN GROCER || June/July 2023

“Customers are much more interested in being able to find what they want and getting out,” he says. “If they want to get lost in the grocery store that’s great, but it’s not the behaviour we’re seeing.”

O’Connell says grocers can help maximize efficiency by not only using lower shelves to help improve sightlines, but also by reducing the number of SKUs they offer in a category.

Reducing shelf height can make a store feel more open and easier to navigate and explore, says O’Connell. Shoppers can see the hanging signs one aisle over, for example, and know if they need to purchase anything down that aisle.

Culling the number of SKUs, meanwhile, can help shoppers find the item they want without being impacted by the tyranny of choice. “It’s easier and more productive for a customer to shop, and more productive for grocers themselves when you don’t have to stack 50 different types of batteries that only come in packs of four, eight and 16.”

HELP CUSTOMERS SOLVE THE ETERNAL QUESTION One of the significant effects of COVID lockdowns was turning consumers into what McArthur calls “more confident cooks.” Some of those effects have carried over into the post-pandemic period, with Nourish saying hybrid working patterns also mean that 54% of full-time employees are dedicating more time to cooking healthy dinners.

Grocers can win by helping customers solve the daily “What’s for dinner” question, she says. That can be achieved by a variety of tactics, including endcap displays grouping value meal ingredients such as pasta, rice and legumes with sauces/seasonings and perhaps an easy recipe. Grocers could further drive purchase by sampling the finished meal.

INTERRUPT CENTRE-AISLE “FREEWAYS” One of the hallmarks of modern grocery stores is centre aisles that seem to stretch into infinity, presenting shoppers with an almost monolithic display of cereals, pastas, soups, etc.

Some grocers have begun experimenting with the form factor of these aisles, by strategically placing displays/items that break up the space—such as a cooler featuring fresh ravioli in the middle of the pasta section.

It’s a tactic that interrupts what shoppers expect to see and can encourage them to

stop and consider an item. It’s an approach that’s been employed to great effect by retailers like Trader Joe’s, says O’Connell.

“If there’s something that can be done structurally that helps highlight the products that are sitting there, that’s where we see a lot of success with inter-aisle displays,” he says.

MAKE IT BETTER, BUT DON’T FORGET THE VALUE According to Quaker Canada, the breakfast category is moving towards a “betterfor-you” positioning, with a renewed focus on high fibre and protein, in response to consumer demands.

But customers are increasingly focused on value, which at the heart of decision-­ making is about more than simply what a product costs.

Quaker suggests breakfast brands focus on showcasing the versatility of their products, while providing larger pack sizes and an increased emphasis on flavour, something it’s doing with multi-flavour variety packs and family-­ sized products.

Understanding that Canadians care about nutrition, but also crave the occasional indulgence, Kellogg Canada launched Maple Cinnamon Frosted Flakes Cereal earlier this year that it’s billing not only as a breakfast food complete with six vitamins and minerals, but also as an evening snack. Also new to the company’s cereal lineup is Special K Cinnamon Pecan, which is both a tasty treat and a high-fibre breakfast option and a source of 10 vitamins and minerals.

PRIVATE LABEL, YOUR LABEL FOR MONEY Mintel’s Gregoire says the centre store is an ideal location for grocers to compete on price, using private-label products that offer an enticing combination of quality and competitive pricing.

These products can be supported by signage that goes beyond informing consumers of what they can find in the centre aisles, but also how they can save and lower their bill. “[It] can be an impactful way to attract feet and carts to this area of the store,” he says.

“Ultimately, the opportunity is to give shoppers a clear reason to come to the centre of the store beyond just getting products that are typically on one’s grocery list, but make the centre of the store a destination for savings or an opportunity to elevate eating and cooking experiences,” suggests Gregoire.

WHAT’S

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Saputo introduces Armstrong Cheese NIBBLERS, a family of natural cheese snacks. These NIBBLERS are delicious, high in protein snacks that will please the whole family. Consumers can bring them to work, put them in their kid’s lunch box or have them on the go. Available in three delicious flavours: Original, Sour Cream & Onion and Smoky Bacon, perfect for any occasion.

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Boost Bentos are a perfect pick for ready-to-eat snacking that nourishes and satisfies with protein, fiber, and vitamin C, anytime and anywhere. Combining fresh fruit with other specialty ingredients in four flavour assortments, these delicious snacks offer up to 21 days shelf-life from date of production.

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Aisles

In the [lunch] bag

Give back-to-school sales a boost with the healthy and convenient options parents are seeking By Matt Semansky

GETTY IMAGES/MUKHINA1

FOR ALL THE significant shifts Canadians have experienced over the past several years—a heightened understanding of diet and nutrition, increased cultural diversity, COVID-19—many of the typical drivers of consumer decision-making still dominate the school lunch occasion.

According to Kathy Perrotta, vice-president of market strategy and understanding with Ipsos Canada, the No. 1 factor for parents is the need to make sure their children have enough energy to get through the day.

Next in the Ipsos ranking is convenience—foods that are quick and easy to prepare amidst the mad morning dash. Rounding out the top three is kid-friendliness— because no lunch is any good if it doesn’t get eaten.

“Parents would love to pack perfect lunches, in reusable containers with items cut into cute shapes and a little note for their kids,” says Perrotta. “But there are time constraints.”

Joel Gregoire, associate director, food and drink at Mintel, echoes Perrotta’s point about the frenetic morning schedule. “You’ve also got to eat breakfast and get the kids ready for school and get them to brush their teeth and all of that,” he says.

Filling the hunger gap, convenience and appealing taste may still rule the school day, but there are new trends emerging: TARGETED HEALTH BENEFITS As consumers become more educated, parents are considering benefits such as mental focus and immunity.

“Recent trends we’ve seen at Longo’s have focused on providing healthier and more diverse options to support students’ overall well-being and cognitive function,” says Mike Longo, chief operating officer at Longo’s.

Steven Ware, vice-president and general manager, value-added fresh at Naturipe Farms, believes his

company is well positioned to meet consumer demand on this front. Naturipe’s Berry Parfaits feature berries, yogurt and granola in a portable, single-serve cup, and its Bliss Bento boxes offer a variety of healthy ingredients including berries, granola clusters and chickpeas, in a partitioned container. “Berries are brain food, so what better to send in a kid’s lunch?” Ware asks.

Nicole Bleiwas, vice-president of marketing for Riverside Natural Foods—manufacturers of the allergy-­ friendly MadeGood brand of snacks—also touts diet science as important to product positioning. “We offer a good source of both vitamin C and vitamin D, which we know as we go into the fall and winter is something our kids need more of as they spend more time inside.”

THE IN-SCHOOL INFLUENCE Parents aren’t the only ones learning more about nutrition and the environment.

Even the classroom curriculum is having an impact on school lunches. “Kids are learning about the environment and sustainability at school,” says Gregoire.

“They’re also learning a lot about health.”

This educational emphasis partly explains the reduced primacy of traditional lunch options such as juice boxes and soft drinks. Another factor is school policies such as litterless lunches and the banning of allergy-activating foods.

“Back in the day, it was all about the juice box, the chocolate milk, but these drinks have been heavily replaced by tap water,” says Perrotta. “Even bottled water has a stigma because of the packaging.”

Diosmieau Splash Water is a sustainable option that’s perfect for a packed lunch—it’s a still water sourced from an artesian spring in Eastern Ontario and sold in single 355-millilitre aluminum cans.

The social component of food choices is carrying more weight. “Factors like ‘fitting in’, ‘being cool and trendy’ and ‘being socially responsible’ have all doubled in importance versus 2019,” says Perrotta.

THE SPICE OF LIFE Perrotta and Gregoire both note that traditional North American snack staples may hold appeal for newer Canadians looking to assimilate to their adopted home. Conversely, global food cultures are having an impact on what Canadians of all backgrounds eat. “We see the cross-acculturation impact, where kids are now exposed to a larger array of foods at a much younger age,” says Perrotta. “And that impacts the lunch choices.”

Alessandra Bisaillon, head of marketing for Farm Boy, says grocers need to provide options. “Variety is what keeps our customers coming back,” she says, pointing to Farm Boy offerings such as pre-made lunches with a sandwich or wrap, vegetables and fruit, as well as salads and ready-to-heat soups.

Bisaillon says Farm Boy’s private-label, easy-tomake dinner options like Butter Chicken are often repurposed for school lunches. “We want to offer fresh, quality products that also have the different flavours that our multicultural customers are looking for,” she says.

June/July 2023 || CANADIAN GROCER 81

1 A REAL POP FOR PRIVATE LABEL

Popcorn Four things to know

Popcorn is a star performer for Farm Boy’s private-label brand. When the Ontario-based grocer entered the category in 2019 with Farm Boy Himalayan Pink

By Chris Daniels Salt Popcorn, it quickly became one of its top-selling privatelabel products, says Farm Boy’s private label manager Alison McFarlane. Farm Boy has since added Real CORN LIKE Butter, White Cheddar, 4NOAOTHER White Cheddar & Sweet yellow corn served Jalapeño, and Low with dinner is different than the hard-shelled kernels that Sodium to its readyexplode into popcorn when to-eat kettle-popped heated up. The kernel is from a higher starch of corn (grown portfolio. (“Keep an mostly in the United States) and like all grains is rich in eye out for some fibre. Popcorn is also lower in calories per serving than most new flavours on our other munchies. Research and shelves this year,” Markets forecasts Canadian sales of popcorn to top teases McFarlane.)

US$388.7 million (C$524.7 Popcorn is also a million) in 2025, for a five-year compound annual growth rate “hero product” in the of 5.3%. In 2020, the category was worth US$299.8 million retailer’s marketing, (C$404.7 million). and to celebrate open­ing day of a new location in Aurora this 3 BEST OF BOTH WORLDS According to Ipsos, there is an even split between year—which fell on what consumers want from a snack—50% are National Popcorn Day, motivated by health attributes and the other half by indulgence. “The benefit of popcorn is that it Jan. 19—Farm Boy’s can meet both needs,” says Strickler.

To appeal to the former motivation, in Janmascots Lulu the cow uary 2022, Conagra introduced Orville Redenand Farm Hand gifted bacher Sea Salt Microwave Popcorn made with Avocado Oil, which is considered a heart-healthy customers a bag of oil. Strickler says it has become a fast-growing the Himalayan Pink product in the salted microwave category.

Salt Popcorn.

There are also smaller but growing popcorn 82 CANADIAN GROCER || June/July 2023

2 SNACK ON THIS Studies continue to put snacking rates way ahead of pre-pandemic levels. The Ipsos Canada Chats 2023 Report finds the average Canadian treats themselves to a snack 11 times per day.

Popcorn has long been the go-to munchie at the movie theatre and now that extends to home-viewing.

According to Mintel Canada’s 2022 Salty Snacks Report, 59% of Canadians associate popcorn with watching TV. It also found 56% of them had eaten popcorn in the last three months. “Popcorn is a salty snack of choice, just falling behind potato chips,” says Kelsey Olsen, a food and drink analyst at Mintel.

While the economy has reopened following COVIDPopcorn sales in Canada 19 restrictions, inflation has will top $525 million reinforced at-home in 2025, according entertainment to Research and and snacking, says Lynne Strickler, Markets head of marketing at Conagra Brands Canada, the manufacturer of microwave, kernels and ready-to-eat popcorn brands including Orville Redenbacher, Angie’s Boomchickapop, Poppycock and Jiffy Pop. “We are seeing sustained growth on microwave popcorn as families continue quality-time rituals like family movie or game nights,” says Strickler.

brands with innovative ingredients. NoochPop!, for instance, achieves its creaminess with cheesy-tasting nutritional yeast, also called nooch. In addition to making its five ready-toeat flavours (including Kinda Nacho & Cheesy and Kinda Chili Lime & Cheesy) vegan, nooch is vitamin- and mineral-rich. The brand is carried in the West at IGA and Fresh St. Market, and is making inroads in Eastern Canada after securing an order from Goodness Me!. “We’re starting to peel the onion back in Ontario,” says NoochPop! co-founder Earl Ellingson.

SHUTTERSTOCK/GREY_AND

Aisles

New on shelf!

1 COCONUT PINEAPPLE BUBLY Its makers say Coconut Pineapple Bubly is ideal for backyard barbecues, pool parties or beach days. This crisp sparkling water is free from added sugar and artificial sweeteners, but full of flavour. Coconut Pineapple Bubly is available in 12-packs at major grocery stores across Canada.

2 THE KEG’S BILLY MINER PIE ICE CREAM Inspired by The Keg restaurant’s famous Billy Miner Pie dessert, this premium ice cream features a mocha base, swirls of chocolate and caramel sauce, diced almonds and chunks of cookie crumble crust. It’s sold in 500-millitre tubs at grocery stores across the country.

Aisles The latest products hitting shelves

1 2 3

3 GARDEIN SUPRÊME BLACK BEAN BURGER AND SUPRÊME FALAFEL BURGER Fire up the grill! There are two new Gardein brand veggie burgers on the market: Suprême Black Bean Burger (made with cauliflower and avocado and seasoned with serrano peppers, ancho chili and a touch of guajillo chili), and Gardein Suprême Falafel Burger (made with chickpeas and kale along with a bold spice blend). Both burgers are high in iron and are Non-GMO Project Verified.

4

4 THE WHOLESOME BAR The Wholesome Bar—a brand of coldpressed energy bars made with fresh, superfood ingredients including organic goji berries, organic coconut, organic chia seeds, organic flax seeds and more—are now available in the refrigerated section of Canadian grocery stores. Non-GMO, 100% plant based, and free from gluten, grain, refined sugars and dairy, the bars are available in Almond Crunch, Coconut Macadamia and Super Green flavours.

5 ZIPLOC ENDURABLES Ziploc Endurables is a line of reusable pouches and containers made with durable and reusable platinum silicone that can be used to prep, cook and store food. Available in a range of sizes, these containers can go from freezer, to oven, to table and can seal, lock or stack for easy use and storage. CG

5 June/July 2023 || CANADIAN GROCER 83

Express Lane

RISK WITH­OUT REWARDS

Why grocers need to adjust their loyalty strategies to deliver the goods

By Kristin Laird

The loyalty space in Canada has never been livelier. How can grocers remain competitive?

A loyalty program must deliver value to customers. You can’t build it purely on warm fuzzy feelings. People are looking for dollars in their pockets or points they can use to save off their grocery bill, and I don’t think there’s a way of getting around that—value proposition must be central.

But, given that everyone knows that and everyone’s aiming at that, when you talk about differentiation, it’s not only about value, it’s also about meaningful connections. The more retailers can tailor, not just the discounts and offers they’re giving, but also the messaging and the method of communication, I think that builds that emotional loyalty that makes a real difference and sticks in customers’ heads.

84 CANADIAN GROCER || June/July 2023

Pre-pandemic, “earn and burn” or pure discount-based programs weren’t enough to remain competitive. Is it enough in today’s economic climate?

The days where everybody gets the same thing—a certain number of points per dollar or a certain percentage—is not enough to stay competitive in today’s environment. I think that gets lost in a sea of sameness and customers turn that off quickly. They’ll swipe their card as an automatic gesture, but often if you ask them what they’re getting, they might not even be able to tell you. It’s not about moving away from value to experiences— you need to do both—but it’s about communicating that value or focusing that value in a place that matters. For example, there are going to be families for whom the biggest expense is diapers. If you can give them meaningful, dollar and cents value on the loyalty program in that category, you’re going to win their hearts because you’ve tailored that message for them. For a different household, it’s going to be a different category. The retailers that have the tools to try out those different messages and different offers and find what resonates with individual customers and adjust when things don’t resonate, are at a real advantage.

look like … You don’t run out of shampoo as quickly as you run out of eggs, for example. You need to tailor those things.

Grocers are starting to look at how to personalize beyond the products they’re offering. A simple example is personalizing the timing of the communication. A lot of retailers typically send out their personalized communication on a Thursday to line up with when the flyer drops. If I’m a customer who shops every Wednesday, that’s probably not the best day to communicate my deals to me.

Also, some customers respond better to frequent communication with a few deals and some prefer one communication with everything. Digital technologies let you experiment. The more you A/B test, the smarter you get as you go along.

What’s at risk for grocers who don’t have a robust loyalty program in place?

Is personalization getting better?

If you don’t have a loyalty program, you’re flying blind on what your customers are doing. You don’t have the data to inform you on what’s happening if you make any changes. How do customers behave differently [as a result of these changes]? Do they visit more frequently when I do this? Are their baskets bigger or smaller? It’s depriving yourself of data that could help the business in a much better way. CG

I think all of us have experienced what I would call “rudimentary first steps personalization.” You bought a product, you must want to buy it again. Data science is getting better and [companies] can understand what the purchase cycles

FOR MORE Q&A WITH JOEL PERCY VISIT CANADIANGROCER.COM

EAGLE EYE

DURING TIMES of inflation and economic uncertainty, customer loyalty is, perhaps, tied more directly to price than ever before. But there are factors at play beyond blanketed discounts, incentives and rewards. It’s increasingly important for grocers to understand their customers on a more granular level and engage them with personalized messaging and on the platforms of their choosing.

We recently chatted with Joel Percy, regional director, Canada for Eagle Eye, a digital marketing tech company, about the risk of not having a robust loyalty program in place, and why grocers shouldn’t build those programs on “warm fuzzy feelings.” The interview has been edited for clarity and length.

Congratulations to the winners of the

2023 STAR WOMEN IN GROCERY AWARD Unilever is a proud Gold Sponsor of the annual Star Women in Grocery Awards.

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