In this episode we chat with Arzeena Hamir, a dedicated farmer, community leader, and advocate for local food systems. 

Arzeena shares her journey from studying crop science and working internationally to settling into a rural community and owning an organic farm.

We dive into the challenges and nuances of small-scale farming and we discuss cooperatives, ecological practices, profitability, and the consumer obsession with perfect-looking produce.

To learn more go to: https://lushvalley.org/

To learn about how we scale food brands go here: https://www.ethicalfoodgroup.com/

Note: File updated June 24, 2025 (there was a tech issue at the end, sorry - delete and re-download if it doesn't do it automatically). 

Here's a summary of this interview: 

Arzeena’s big food system wish: permanent policy-based support for local food procurement in public institutions.

She has a rich background in international agricultural development and now owns Amara Farm in BC.

Food security, to Arzeena, means consistent access to affordable, healthy food for all Canadians, regardless of location or season.

She runs a cooperative marketing initiative, helping five farms share resources, reduce costs, and access markets more effectively.

Arzeena sees cooperative farming as key to sustaining small farmers, offering shared infrastructure and collective marketing.

She believes scaling cooperatives should be driven by farmer needs, not just the drive for bigger operations.

Challenges in vegetable farming: balancing regenerative practices with the reality of labor-intensive costs and market pricing.

Arzeena encourages consumers to embrace “ugly” produce, focusing on flavour and nutrition over appearance.

She critiques the consumer preference for perfect-looking produce, calling for more support for local and organic farmers.

She sees a deep, physical, and spiritual connection to the land through locally grown food, highlighting the importance of knowing your farmer and the soil it grows in.

Arzeena Hamir | LUSH Valley

Thanks for listening to Aisle 42, in this episode we chat with Mitchell Scott, CEO of Cult Food Science, to explore the cutting edge of cultivated and lab-grown foods. 

We dive into the promise and challenges of cellular agriculture, including cultivated meats, seafood, and innovative uses of mushroom-based proteins. 

Mitchell explains the science behind bioreactors, the regulatory and market hurdles, and the growing demand for ethical, sustainable protein alternatives.

Throughout the conversation, Mitchell shares his passion for building a future of food that’s delicious, safe, and environmentally sustainable. 

To learn more go to https://www.cultfoodscience.com/ and https://www.thebetterbutchers.com/.

To learn more about how we scale food and beverage companies go to: https://www.ethicalfoodgroup.com/

Here's a summary of this interview: 

Mitchell is excited about the potential of cultivated and lab-grown meat to revolutionize the food system and reduce reliance on factory farming.

Cellular agriculture involves taking animal cells and growing them in bioreactors to create real meat, milk, or even chocolate without harming animals.

Cult Food Science has invested in 19 portfolio companies, giving investors access to early-stage opportunities in cultivated foods.

The regulatory landscape varies globally: Singapore leads with early approvals, while Canada’s process is more complex and slower.

Mitchell’s mushroom-based company, The Better Butchers, launched a mushroom-pea protein blend that’s in high demand.

Cultivated fat is seen as a key piece to improving the taste and texture of plant-based foods—prototypes are already in the works.

Mitchell sees Europe, Israel, and Singapore as major hubs for cultivated protein innovation.

The conversation also touches on the future of cultivated seafood and the significant role of food safety in lab-grown products.

Mitchell believes the best way to shift perceptions is through taste: delicious products that surprise and delight consumers.

Plant-based and cultivated foods are here to stay, driven by consumer demand for more ethical, sustainable protein options.

Mitchell Scott | CULT Food Science

In this episode of Aisle 42, we chat with Jasmine, co-founder of Big Mountain Foods, about the brand's journey, family culture, and mission to make allergen-free, plant-based foods that are healthy and delicious. 

Jasmine talks about shifting from mental health work to building the brand with her mom, as well as the challenge of getting kids to love healthy food.

We also dive into their product lineup, how they're growing in Canada and the US, and the tricky reality of profitability in food manufacturing. AND Jasmine shares how they're reusing byproducts like Okara and working towards a circular economy. 

Learn more at https://bigmountainfoods.com/. 

Want help scaling your food or beverage brand? Learn more at https://www.ethicalfoodgroup.com/.

Here's a summary of this interview: 

Jasmine’s vision for the future of food: Healthy eating should be the norm, starting from childhood, rather than an exception.

The unique family dynamic at Big Mountain Foods, working alongside her mom who’s a talented chef.

The challenges of scaling a plant-based food brand, including supply chain pressures and mental health burnout.

How the brand evolved from a tiny cafe veggie patty to today’s wide lineup, including innovative products like fava bean tofu.

Insight into the allergen-friendly market and the shift from “what’s not in it” to “what’s in it” storytelling for consumers.

The hurdles and opportunities of entering the US market, including faster adoption of regenerative and organic claims compared to Canada.

Jasmine’s take on profitability in CPG—acknowledging that until you reach $20M in sales, profitability remains a steep climb.

How the brand’s nimbleness and collaborative network led to a lightning-fast launch of their new roast product at Costco.

Sustainability initiatives: upcycling tofu byproducts like Okara back into their products, and exploring uses in other industries like biofuel.

Jasmine’s optimism for building a circular economy and using every part of the process to reduce waste and create new opportunities.

Jasmine Byrne | Big Mountain Foods

In this episode I chat with Dominic (Doobey) co-founder of Evive (eh-VIEV) Nutrition, a brand that’s redefining convenience with nutrient-dense, whole-food-based frozen smoothie cubes and innovative plant-based products.

Dominic is tackling one of the biggest issues in the grocery industry—ultra-processed foods—by making it easier than ever to enjoy real, whole ingredients without sacrificing convenience.

From expanding into new product categories like frozen smoothie bites and pops to rethinking sustainable packaging and direct-to-consumer strategies, Dominic shares how their brand is growing while staying true to its mission.

To learn more go to https://evivenutrition.com

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com

Here’s a summary of this interview:

Ultra-Processed Food Awareness is Growing – Dominic sees a major shift away from ultra-processed foods as consumers demand healthier, more natural options.

Evive Nutrition’s Mission – Founded in 2015, the brand creates nutrient-dense, frozen smoothie cubes that require no blender, making healthy eating convenient.

Expansion into New Products – Beyond smoothies, Evive Nutrition has introduced smoothie pops for kids and is launching smoothie bites dipped in dark chocolate.

Superfoods for Maximum Nutrition – Ingredients like spirulina, baobab, moringa, and camu-camu are used instead of synthetic vitamins to boost nutrition.

Sustainability Challenges & Solutions – Originally using compostable packaging, Evive Nutrition shifted to plastic for product quality but is now pursuing plastic-neutral certifications.

Retail Growth & Private Label – the brand is expanding through innovative products, private label deals with retailers, and strategic partnerships.

Direct-to-Consumer (DTC) is Making a Comeback – After a dip in 2022-23, DTC sales are rising, enabling faster innovation and direct customer relationships.

Shipping Frozen Products Efficiently – Logistics advancements allow Evive Nutrition to leverage existing delivery networks, making frozen DTC sales feasible.

Dominic’s New Role in Marketing – Taking a hands-on approach, Dominic is building the brand with personal storytelling and social media engagement.

U.S. & Western Canada Expansion – Evive Nutrition is focused on scaling its presence in the U.S. and Western Canada, ensuring more consumers have access to their products.

Dominic Dubé | Evive Nutrition

This episode is a special one as it explores the future of grocery through the eyes of a speed to market specialist… some even call him the anti-broker.

I’m chatting with Jud Currie, Ethical Food Group’s very own retail and sales leader and you’re going to love this conversation.

Jud’s storied career includes category-leading work with major brands like Colgate-Palmolive, McCain and Love Child Organics. Now he’s driving better-for-you products onto shelves across North America as a part of our EFG family and I’m thrilled to have him on the show.

We unpack the real art of retail: from winning at the shelf to pitching buyers to what makes a brand truly retail-ready. Jud shares how he helps founders build trust with buyers, and why he believes every grocery aisle is ripe for disruption.

To learn more Jud Currie how we help food and beverage brands get to market faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

Jud's food system wish: A return to simpler, nutrient-dense products with short ingredient lists—like the kind his 99-year-old grandmother lived on.

Anti-broker mentality: Jud positions himself as part of the brand’s team, not just a middleman—focusing on fewer clients, deeper involvement, and faster execution.

Past brand wins: He launched and grew Love Child Organics—a disruptive baby food brand that helped shift the market toward organic pouches.

Winning at the shelf: Retail success comes from understanding pricing, positioning, and what makes a product truly different in its category.

Pitch strategy: Forget 30-slide decks—buyers want three things: who you are, how you're different, and how you’ll execute.

Category expertise: Jud agrees that founders should know their category better than the buyer—they should walk in ready to teach, not just pitch.

Data vs. intuition: He values clean, essential data like item ranking reports but warns against drowning in analytics that don’t drive strategy.

The holistic advantage: Working with Ethical Food Group gives brands access to a vertically integrated ecosystem of strategy, sales, marketing, and funding—something rare in a traditionally siloed industry.

Personal connection to better-for-you foods: A shift to a plant-forward diet transformed Jud’s health, fuelling his passion for high-impact nutrition products.

Every aisle is ready for disruption: From cereal to chips to health and beauty, Jud believes nearly every category can and should do better—and he's on a mission to help make it happen.

Jud Currie | Ethical Food Group

In this episode I’m joined by Jonathan, co-founder of Goodfood, a Canadian meal kit pioneer that’s helping thousands of households cook fresh, high-quality meals with locally sourced ingredients.

From tackling food waste to cheerleading Canadian farmers and producers, Goodfood is more than just a meal kit company—it’s redefining how Canadians engage with their food.

We discuss the shift toward more local and sustainable sourcing, how meal kits help reduce food waste, and why affordability is key to expanding access to organic and premium ingredients. AND, we dive into the company’s recent acquisition of Genuine Tea and their plans for future retail expansion.

To learn more go to https://www.makegoodfood.ca/

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

The Power of Local Sourcing: Jonathan emphasizes the need for stronger Canadian supply chains, working with 80+ farmers and producers to reduce reliance on imports and ensure fresher ingredients for customers.

Personal Passion for Organic & Sustainable Food: Becoming a father changed Jonathan’s approach to food, leading him to prioritize organic meats, pesticide-free produce, and clean ingredients in Goodfood’s meal kits.

Scaling a Meal Kit Empire: Since launching in 2014, Goodfood has grown to serve over 100,000 households weekly, delivering 15 million meals a year across Canada.

Reducing Food Waste with Meal Kits: By delivering perfectly portioned ingredients and ordering on a just-in-time basis, Goodfood prevents significant waste compared to traditional grocery shopping—where, for example, 76% of bagged lettuce goes uneaten.

The Art & Science of Recipe Development: From family-friendly classics to premium artisan meals inspired by Michelin-starred chefs, Goodfood caters to a broad range of dietary preferences, including gluten-free, paleo, and plant-based options.

The Competitive Meal Kit Landscape: As the industry has consolidated in Canada, Goodfood has become one of only two national players alongside HelloFresh, reflecting its staying power and consumer demand.

Expanding Beyond Meal Kits: Goodfood has started integrating market add-ons like desserts, drinks, and appetizers—and is now eyeing retail expansion to bring their products to grocery stores and convenience outlets.

Acquiring & Scaling Emerging Brands: The recent acquisition of Genuine Tea marks the beginning of Goodfood’s next phase—leveraging its infrastructure to help other mission-driven food brands grow.

Technology-Driven Freshness & Efficiency: Goodfood’s in-house technology enables real-time inventory tracking and direct-to-consumer delivery, ensuring ingredients reach customers up to seven days fresher than traditional grocery supply chains.

Celebrating Local Partnerships: From Eight Acres’ regenerative grass-fed beef in Manitoba to Montreal’s Casa Ravioli fresh pasta, Goodfood’s partnerships are fostering a stronger, more resilient Canadian food ecosystem.

Jonathan Ferrari | Goodfood

In this episode I’m joined by Michael Lines, CEO of SimplyProtein, a brand making waves in the better-for-you snacking space with their approachable, high-protein, plant-based products.

With the rise of protein consumption trends, including the impact of GLP-1 medications and consumers seeking clean, functional foods, SimplyProtein is proving that better nutrition doesn’t have to come at the cost of taste or accessibility.

Michael and I chat through his teams’ dedication to organic food making, their B Corp certification, how they are connecting their mission to their brand, and even the unexpected success of their plant-based protein tortilla chips.

To learn more go to https://simplyprotein.ca/

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

The Future of Food is Personalized Nutrition: Michael sees a future where food is no longer confusing for consumers, thanks to innovations in personalized nutrition that tailor dietary choices to individual health needs.

Simply Protein’s Mission & Growth: Originally known for its protein bars, SimplyProtein has expanded into ready-to-drink shakes, indulgent snacks, and its most successful innovation to date—plant-based pea protein tortilla chips.

The Wild Success of Protein Chips: SimplyProtein’s tortilla chips have quickly become their top-rated product on Amazon, exceeding expectations in both Canada and the U.S., proving that consumers want high-protein snacks that don’t sacrifice taste.

Cracking the Competitive Chip Aisle: Entering the snack aisle is notoriously difficult, but Michael credits the rising consumer demand for protein-rich foods and retailers actively carving out shelf space for better-for-you options as game changers.

GLP-1 Medications & the Protein Boom: The rise of weight-loss drugs like Ozempic has fueled a massive shift toward protein consumption, making digestible, plant-based options even more critical for consumers struggling to meet their nutritional needs.

Plant-Based Protein’s Strengths: SimplyProtein primarily uses soy and North American-grown pea protein to deliver all nine essential amino acids, making their snacks a strong choice for both fitness enthusiasts and everyday consumers.

B Corp Certification & Authenticity: SimplyProtein became B Corp certified organically, without needing to restructure operations. Their high score of 94.3 reflects their longstanding commitment to sustainability, governance, and community initiatives.

Tackling the U.S. Market: Expanding into the U.S. has been tough, requiring SimplyProtein to refine their branding and push harder to break through in an ultra-competitive space—but they’ve already won major distributor recognition for their impact.

The Importance of Connecting Mission to Brand: Michael emphasizes that brands must align their mission, brand identity, and products—otherwise, consumers will see through any lack of authenticity.

Celebrating, Not Just Marketing, Philanthropy: SimplyProtein donates over 6% of profits to food insecurity initiatives but hasn’t publicized it. Michael reflects on the importance of sharing impact in a way that feels genuine rather than promotional.

Michael Lines | SimplyProtein

In this episode we’re tackling one of the most pressing issues in the grocery industry—food waste and accessibility—with a guest who's making a real impact. Jordan, President & COO at Flashfood and former head of global marketing at Impossible Foods, joins us to discuss the massive opportunity to rethink how we distribute, consume, and value food.

Our conversation explores the surprising ways people are embracing the food rescue movement, how grocery stores are adapting to reduce shrink, and why cultural shifts, like the rise of vintage fashion, might hold the key to changing the way we think about food waste.

To learn more go to https://flashfood.com/

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

The Biggest Opportunity in Food: Jordan highlights the urgent need to optimize food distribution before focusing on adding more to the system—ensuring that what’s already produced reaches consumers.

Reframing Food Security: Traditional metrics focus on caloric intake rather than nutritional value. Flashfood aims to change that by prioritizing access to fresh, high-quality food at a fraction of the cost.

Flashfood's Role in Reducing Waste: The app helps consumers buy groceries nearing their best-before dates at deep discounts, preventing high-quality food from ending up in landfills.

Retailer Benefits: Grocery stores working with Flashfood not only reduce waste but also increase foot traffic, as app users visit stores 1.1 times more per month than average shoppers.

Lessons from Impossible Foods: Jordan shares how Impossible’s marketing success came from understanding cultural tailwinds—specifically, how chefs became the "rockstars" of food culture.

Changing Consumer Habits: Flashfood is encouraging a shift in shopping behavior, making food rescue fun and accessible, while also helping families save hundreds of dollars a month.

Viral Marketing Wins: The Flashfood team uses humor and curiosity—like their viral video about duct-taping eggs inside the fridge—to engage consumers and shift perceptions around food waste.

Technology & AI Innovations: Flashfood is improving image quality, search functionality, and potentially expanding into prepared foods and bakery items to make the shopping experience even more seamless.

Cooking & Creativity: Jordan encouraging people to experiment with what they have, reducing food waste while making mealtime more exciting.

Dream Celebrity Endorsement: If Jordan could get one celebrity to endorse Flashfood, it would be Cardi B—because of her love for cooking, her connection to everyday people, and her "chaotic" yet relatable food experiments.

Jordan Schenck | Flashfood

This episode is all about happy, healthy dogs thriving on a plant-based diet! Yep, vegan dogs are a real thing and you’ll be glad you learned why.

I chat with Laura, founder of Virchew, a Vancouver-based brand pioneering plant-based, hypo-allergenic dog food.

Laura shares her vision for transforming pet nutrition with a product that not only nourishes dogs but also helps alleviate common health issues like allergies, digestive problems, and skin conditions.

We dive into the research and development process behind Virchew, including their collaboration with veterinarians and nutritionists to ensure the formula meets all essential dietary requirements. The result? A first-of-its-kind, rehydratable plant-based dog food designed to support the long-term health of the dogs we love!

To learn more go to https://virchew.com/

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

Virchew’s Mission – Laura Simonson aims to revolutionize pet food with a plant-based, hypoallergenic diet that supports dog health and reduces common veterinary issues.

Health Benefits – Virchew’s formula helps address digestive problems, skin conditions, and allergies commonly linked to traditional kibble diets.

Development & Research – The product was developed with the guidance of veterinary nutritionists to ensure a complete and balanced diet that meets industry standards.

Unique Product Format – Unlike kibble, Virtue is a rehydratable plant-based diet that offers the benefits of a wet food while maintaining convenience.

Ingredient Transparency – The formula includes pea protein, hemp, oats, potatoes, and nutrient-rich ingredients like golden algae for optimal nutrition.

Veterinary Approval & Consumer Testimonials – Many veterinarians support the product as a hypoallergenic alternative, and pet owners report significant improvements in their dogs’ health.

Addressing Behavioural Changes – Some pet parents have noted behavioural benefits, including calmer and more balanced dogs after switching to Virchew.

Sales & Distribution – Virchew follows a direct-to-consumer model with a starter kit approach, allowing pet owners to transition their dogs gradually.

Marketing & Outreach – The brand focuses on strategic partnerships with veterinarians, groomers, and plant-based communities to build awareness.

Future Vision – Laura envisions Virchew expanding its impact, helping more dogs live healthier lives while reshaping the pet food industry with sustainable and nutritious options.

Laura Simonson | Virchew

Now, this conversation is not for the faint of heart.

It’s a powerful and deeply personal look into Ian’s raw and profound path—one that starts and ends talking about Mitsoh’s delicious pemican strips (available in a grocery store near you)

but it’s the middle part, his telling of his turbulent past and inspirations along the way, that will have you glued to your ear buds.

Ian’s vision goes beyond sharing authentic Indigenous food;

it’s about reclaiming cultural identity, creating opportunities for his community, and becoming the best human he can be.

Let’s get into it. And just a heads-up—this episode is not family-friendly.

The future of food starts f*** right now.

To learn more go to https://www.mitsoh.com/.

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

Call for Indigenous Representation in Grocery Stores – Ian advocates for a dedicated Indigenous food category in mainstream retailers to celebrate First Nations culture and cuisine.

Mitzoh’s Mission – The brand focuses on restoring and sharing traditional Indigenous foods, such as dry meat and pemmican, which predate colonial influences in Canada.

Overcoming Adversity – Ian’s journey includes homelessness, incarceration, and struggles with addiction before finding his calling in food entrepreneurship.

A Passion for Cooking – From childhood, Ian had a love for cooking, which eventually helped him transition from street life to building a successful food business.

Indigenous Foods in Mainstream Markets – Starting with a small food cart, Ian navigated challenges to scale Mitzoh into major retailers, proving the demand for traditional Indigenous foods.

Innovation in Indigenous Cuisine – Mitzoh is expanding its product line with pemmican bites, cranberry-infused variations, and a new push for traditional Bannock in mainstream stores.

Resilience and Entrepreneurial Spirit – Ian leveraged his street smarts and determination to overcome business obstacles, even when faced with financial and regulatory challenges.

Community Impact – His work has inspired others in Indigenous communities to pursue their own food ventures and reclaim their cultural food traditions.

Collaboration and Growth – Partnering with Range Road Meats Co. enabled Mitzoh to scale from 35 stores to over 600 locations, demonstrating the power of strategic business alliances.

A Legacy in the Making – Ian sees himself as the first Indigenous entrepreneur to break these barriers but is committed to ensuring he won’t be the last, fostering opportunities for future generations.

Ian Gladue | Mitsoh

If you give a damn about the food you eat and how it's made then you’ll love Aisle 42—where we take a deeper look at what’s inside our shopping carts. Go behind the scenes of the food and beverage industry with Corwin Hiebert (Ethical Food Group) as he talks with mission-driven founders, retailers, and experts about fixing our broken food system and redefining the future of the grocery store, where the organic section is gone and the aisles are filled with sustainable food that's good for people and the planet.

Corwin Hiebert

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