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

In this episode, I sit down with Marise from Chas Organics to explore her team’s commitment to organic, fair trade, and sustainable food production.

Marise shares how their mission is deeply rooted in providing high-quality, Ayurvedic-inspired products sourced from Sri Lanka.

She walks us through the values that drive their production—making organic food both accessible and affordable—while fostering a circular, regenerative approach to business with suppliers and farmers they’re proud to support.

We also chat about their 1% for Elephants initiative—a first on Aisle 42! Their work to reduce human-elephant conflict in Sri Lanka is a powerful example of business making this world a better place through conservation.

To learn more go to https://chasorganics.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:

Chas Organics’ Mission – The company is dedicated to empowering communities through good health and great food, with a focus on holistic, Ayurvedic-inspired products.

Diverse Product Range – Their lineup includes coconut milk, heirloom rice, spices, curry pastes, canned tropical fruits, and warming beverages, all 100% organic and sustainably sourced.

Sourcing from Sri Lanka – The company partners with small-scale regenerative organic farmers, ensuring premium, high-quality ingredients free from heavy metals and contaminants.

Fair Trade Commitment – Most products are Fair for Life certified, supporting ethical wages and sustainable farming practices while fostering long-term partnerships with suppliers.

Retail Expansion – While maintaining a strong presence in independent health food stores, Chas Organics is also expanding its reach through Costco, Loblaws, and online platforms like Amazon.

1% for Elephants Initiative – The brand actively funds conservation projects in Sri Lanka, working to reduce human-elephant conflict by restoring wetlands and protecting migration corridors.

Ethical Coconut Sourcing – Chas Organics ensures that no monkey labor is used in their coconut harvesting, a cruel practice still found in some regions.

Consumer Education – Marise highlights the importance of consumer choice and awareness in driving demand for ethical and organic products, influencing retailers to prioritize sustainability.

New Product Innovations – The company is expanding into the U.S. market and rebranding its heirloom rice line, with more product innovations on the horizon.

Sustainability at the Core – Beyond organic certification, Chas Organics prioritizes regenerative agriculture, fair trade, and environmental conservation as key pillars of its business model.

Marise May | Chas Organics

In this conversation with Dana McCauley, we dive into Canada’s Food Innovation Network and its vital role of investment and knowledge transfer within the agri-food industry.

We explore Canada’s strengths in upcycling, plant-based proteins, and functional ingredients, positioning both CFIN and the country as leaders in food tech. With economic and trade chaos making scaling in the U.S. more challenging, Dana and her team champion Canadian food businesses that are ready to diversify their markets, embrace innovation, and build global partnerships to stay resilient.

To learn more about how CFIN helps Canadian food tech companies visit https://www.cfin-rcia.ca/home. 

To learn more about Ethical Food Group helps scale food and beverage brands sustainably, faster visit https://www.ethicalfoodgroup.com/. 

Here’s a summary of this interview:

CFIN’s Mission & Impact – Dana McCauley explains how Canada’s Food Innovation Network (CFIN) drives investment and knowledge transfer to strengthen the food industry.

Connecting Traditional & Emerging Food Tech – CFIN bridges the gap between conventional food businesses and technology innovators, helping companies adopt new processes and ingredients to stay competitive.

Funding & De-risking Innovation – CFIN provides funding to de-risk new food technologies, covering up to 50% of costs for promising projects that can transform the industry.

Success Stories in Food Tech – Dana highlights projects like Chrono Grill, which optimizes burger cooking in Harvey’s restaurants, and Food Cycle Science, which turns food waste into compostable material.

Canada’s Food Innovation Strengths – The country is a global leader in upcycling, plant-based proteins, and functional ingredients, attracting international interest in its food tech sector.

Crush Dynamics & Sustainable Innovation – A BC-based company, Crush Dynamics, is repurposing winery waste into clean-label ingredients, reducing sugar and salt in food while creating new revenue streams.

Expanding Global Partnerships – CFIN is actively building international collaborations, with upcoming initiatives in Japan to create cross-border food tech opportunities.

Challenges in Scaling to the U.S. – With economic and trade uncertainties, Dana encourages Canadian food businesses to diversify into new markets beyond the U.S.

YODL as a Knowledge-Sharing Community – CFIN’s YODL platform has become an essential network for food professionals, allowing industry players to collaborate, solve problems, and share expertise.

The Future of Food Innovation – Dana believes that solving food system challenges requires collective effort, and CFIN is committed to supporting businesses that embrace technology, sustainability, and global growth.

Dana McCauley | CFIN

In this episode I chat with Neil Thomson, co-founder of Laid Back Snacks—a brand that’s redefining what it means to snack smarter. 

I’ve been a longtime fan of their trail mixes and nut blends, so it’s only fitting that we finally get a chance to sit down and talk about how they’ve built a business that’s all about balance—nutrition meets indulgence, fun meets functionality. 

From e-commerce beginnings to grocery shelves across Canada (and soon in the US), Neil and his team have navigated the snacking space with a clear vision: to make healthier choices easy, delicious, and, well… laid back.

In this conversation, we talk about the challenges small brands face when competing with big food companies, and what it really takes to scale in a crowded category. 

Neil shares how Laid Back Snacks evolved beyond its initial direct-to-consumer model, why their 80/20 nutrition philosophy resonates with consumers, and what being B Corp certified means to them. 

Plus, he gives us a sneak peek into their innovation pipeline (and his personal snack obsession).

To learn more about everything that Neil and his team are making for snackers like us, and everything they’re doing to be a sustainable food company, go to www.laidbacksnacks.com [https://www.laidbacksnacks.com]. 

Here's a summary of this interview: 

Redesigning the Food System – Neil emphasizes the need for more opportunities for small food brands, as big food companies dominate with entrenched relationships and deep pockets. He advocates for a carve-out to allow smaller brands room to grow.

Laid Back Snacks’ Approach – The brand creates fun and nutritious snacks with an 80/20 philosophy: 80% healthy ingredients, 20% indulgence (e.g., dark chocolate or exotic flavors). Originally e-commerce focused, they expanded into traditional retail for better scalability.

Personal Favourites – Neil’s current favourite snack is the Honey Habanero mix, though he admits to over-consuming it. His kids love dried mango. Corwin praises the praline almonds as a standout product.

Why Start a Snack Brand? – After business school, Neil wanted to merge his passion for food with entrepreneurship. He saw a gap in fun, healthier snacks in grocery stores and was inspired by a UK snack subscription company.

Brand Philosophy & Name – "Laid Back Snacks" reflects trust and simplicity. Neil wanted to create a brand that eliminates the stress of analyzing nutrition labels and encourages mindful, relaxed snacking.

B Corp Certification & Sustainability – Neil's experience in investment banking left him wanting to build a values-driven business. B Corp and climate-neutral certifications help Laid Back Snacks stand out in a crowded market while reinforcing their commitment to social and environmental responsibility.

Retail & Distribution Strategy – The brand sells through their website, Amazon, Costco.ca, and non-traditional retailers like SportChek and Indigo, in addition to grocery chains like Whole Foods, Thrifty Foods, and Safeway.

Future Growth & Product Innovation – They aim to expand into Costco US, tailoring flavors to regional preferences. Neil is open to pushing boundaries with bold flavors, like garlic-infused snacks, and wants to balance expansion with maintaining their existing successful lineup.

Consumer Engagement & Brand Loyalty – Neil sees direct-to-consumer sales as an advantage for testing new products. He values first-party data to gauge consumer interest before committing to large-scale retail launches.

Final Thoughts on Brand Differentiation – Laid Back Snacks aims to build a strong, authentic connection with consumers through thoughtful product development, sustainability efforts, and a fun, engaging brand experience.

Neil Thomson | Laid Back Snacks

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

Shows