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Michael Lines | SimplyProtein
15 Plays2 hours ago
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.
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Transcript
Introduction to Aisle 42 and Simply Protein
00:00:00
Speaker
This is Aisle 42.
00:00:07
Speaker
Welcome back to Aisle 42. I'm glad you're here. The fact that you would take a few minutes out of your week to listen to these conversations about the future of food and the future of the grocery store, it warms my heart. I mean that I really
Success in Protein Trends and Clean Foods
00:00:19
Speaker
do.
00:00:19
Speaker
In this episode, I'm joined by Michael Lyons, CEO of Simply Protein, 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, Simply Protein is proving that better nutrition doesn't have to come at the cost of taste or accessibility.
00:00:44
Speaker
Michael and I chat through his team's dedication to organic food making, their B Corp certification, how they're connecting their mission to their brand, and even the unexpected success of their plant-based protein tortilla chips.
00:00:57
Speaker
Okay, let's get into it with Michael from Simply Protein, because the future of food starts now.
Trends in Personal Nutrition and Consumer Choices
00:01:05
Speaker
Michael, I don't think the timing could be better for this conversation, given that you're in the plant-based protein space and protein yet again is all the rage now across yeah you know more categories than ever.
00:01:17
Speaker
But before we get into all of that, I want to say thank you for joining me on aisle 42. And I want to kick it off with the big question, and that is looking ahead to the future. What's the one change in the food system that would excite you the most?
00:01:30
Speaker
First of all, thank you, Corwin, for having me. You've interviewed and met with a lot of my peers and some of my friends in the industry have always been a big fan. So thank you for for giving me the opportunity to to come and chat.
00:01:42
Speaker
Yeah, geez, that's a great first question right out of the gate. I would say there are two forces at play that always get me interested and excited about the industry. And I've been in food for a long time.
00:01:55
Speaker
And the first one is food is confusing. Like it's just confusing for the consumer, for the shopper to to navigate, you know, healthy, natural, organic. Everything has to be high or has to be low in something.
00:02:10
Speaker
It's a kind of a complex thing. and There's no shortage of choice for consumers. And then the other trend that, so you've got that, think of that as almost a bit of a negative.
00:02:21
Speaker
The positive is I'm really fascinated by this trend around personal nutrition. And this isn't really to do with simply protein or or our company per se but this sort of personalized nutrition thing. Nestle really kicked it off a number of years back in their research and they they really started understanding kind of at a DNA level, what is the right nutritional requirements for the individual, right?
00:02:43
Speaker
So what I get interested in is sort of how do those things come together? Because in theory, food shouldn't be confusing if you know exactly what your nutritional needs are as me as the individual say versus yourself, right?
00:02:55
Speaker
And we may have similar needs, but there's going to be some uniqueness. And I think retailers, I think brands who can figure out how to kind of curate that for for people, I think can be really interesting. And so I'm not sure if that's the depth of the answer you're looking for, but certainly that's something I was hoping for pie charts and graphs, maybe some hand gestures. Oh once upon a time. Maybe a laser pointer that would have really ramped things up.
00:03:24
Speaker
yeah Yeah, I'm shorted laser pointers and pie charts, but i'll I'll tell you my thoughts anyway. There you go.
Product Line and Market Strategy
00:03:30
Speaker
Well, listen, for those that aren't as familiar with your brand as I am, can you give the highlights on what it is that you guys make? And I always have to ask, what's your personal favorite?
00:03:41
Speaker
You know, we're in the kind of the better for you protein snacking space. You know, we grew up initially as a as a bar, like a protein bar company. Our bars, some of what's a little bit different about us is, you know, a light, crispy texture.
00:03:57
Speaker
All our products are low sugar. all immediate moderate levels of protein. you know We're not a high-end functional brand. We're an approachable at kind of everyday protein brand. So we grew up in bars, but then we diversified, particularly more in the last four or five years. We have a ready-to-drink shake.
00:04:14
Speaker
We have some indulgent items. We have a kid's product, like a kind of an all-family kid's product, you know school safe, peanut, tree nut free. But the more exciting thing that we've been doing in the last year, Corwin, is we developed a plant-based pea protein tortilla chip.
00:04:33
Speaker
And that that's really, really taken off for us. So, yeah, I mean, you know, again, kind of think about it as mainstream, better for you protein snacking. And yeah, in ah in a variety of different categories.
00:04:47
Speaker
And what's my favorite? And this is truly a coincidence actually, but I have it here all the time. But I like our, our heads align tortilla chip. We developed this product. you know You've got to deliver on taste. Consumers aren't willing to compromise on taste, particularly in Better for You Mainstream. They don't want to compromise on taste.
00:05:06
Speaker
So we had to nail the taste and you know you'd be surprised there's even protein in this product. We get that all the time. Like, what? There's protein in this? you know I just want to dip it in guacamole and off I go.
00:05:18
Speaker
So that you know that's something where we're really proud of and it's you know it's totally my favorite product. So protein chips, and I know you would know the brand. there is a There's a chicken meat chip out there. Is is it called Wilder or Wild? Yeah, it's called Wild. Yeah, I've met i've met the, I know the. Yeah, I bumped into them in a hotel lobby in Anaheim there a few years ago.
00:05:43
Speaker
And um it was the first time i had ever even heard of protein coming into a chip bag in any version. ah had never even crossed my mind that it existed as ah as a formulation, not to mention it being actually like meat.
00:05:58
Speaker
Nonetheless, what I find interesting about what you guys are now is actually I shouldn't have been surprised when I see, you know, saw that you guys came out with a protein tortilla chip.
00:06:10
Speaker
But what I love about your approach to it is that, and you kind of said approachable, accessible, like it's not a beat you over the head thing. It's very easy to eat. It doesn't feel weird. It feels like I'm enjoying a fantastic tasting chip. So so good for you guys. How has that launch gone? Because it's only been a few months.
00:06:30
Speaker
Well, first of all, thanks for the compliments on the product. I will say, Corwin, in my entire career, we' I've never been involved in an innovation that's really really come across like this to be really honest about it you know So thank you. I i really appreciate that When did we launch? We launched in May of last year. So we're actually coming up to our first year.
00:06:48
Speaker
oh my gosh, it's been that long already. Wow. i know. Yeah, but it feels like a hot minute, right? And the performance in Canada and the U.S. has been well above expectations. So both for us and for our retail partners. And it's our number one rated product on Amazon now. It's our number two selling product on Amazon in the U.S. and Canada.
00:07:09
Speaker
It's done really well. We're really proud of it. I ah just had this phenomenal team, which, you know, i'm sure we'll talk about culture and stuff later. But yeah, I have the easiest job. I just help support and resource them.
00:07:22
Speaker
That's very good boss man of you to say it that way. There you go. The chip aisle is got to be, I know there's a lot of really hyper competitive areas of the grocery store, but let's just call the moment and say the chip aisle is like the Thunderdome. It's Tina Turner's house when it comes to the grocery store. It's so competitive and there's so many unbelievably large areas.
00:07:44
Speaker
players in that game. And um you know one of the brands that our team works with, we've invested in humble potato chips. So we know you know the the chip aisle fairly well. And it's it's ah it's a dog eat dog place for facings and shelf space and all that jazz.
00:08:01
Speaker
when you guys looked at that category and said, All right, let's go into tortilla chips, let's get into that aisle and let's do it. And you the flavor lineup that you guys have is pretty exciting. Did you ever look at that and go actually hold on like that looks too scary? Or was it always from an innovation standpoint, you're like, let's go close one eye, you know, turn off, turn, turn the lights down a little bit and let's just go at it really hard.
00:08:25
Speaker
Oh, we knew it all perfectly, Corwin. We knew exactly what to do. Your nose got long there. Yeah, the nose got long. Yeah. It does remind me a little bit about the bread business. I spent five years in the bread business. And that is a direct-to-store delivery. And you know the chip aisle.
00:08:42
Speaker
Chips are the same. Frito, formidable brands have a lot of control and influence day-to-day across the aisle. Here's what's different. There's two things that have changed now in that aisle, particularly in the last year or two.
00:08:55
Speaker
that make brands like Wild, brands like Simply Protein have an
Retail Landscape and Protein Sections
00:09:00
Speaker
opportunity. the The first one is retailers understand that protein's moving into mainstream.
00:09:06
Speaker
This is going all over virtually every category in the store. You can get a protein waffle now, right? Protein Eggo waffle. So they know they know and support and are testing and learning how to bring protein into mainstream, into the aisle.
00:09:22
Speaker
And the second thing is, if I look at one of our competitors, they've been in the OTC pharmacy section now, right, for a few years with a very successful protein chip.
00:09:33
Speaker
So they know proteins working in the category. So they're now carving out sections. You know, we're talking to retailers in the US, large national retailers who have four eight foot sections now that are dedicated to brands like ours.
00:09:48
Speaker
So that's the trend that, you know, avoided us having to close one eye and say, okay, well, let's hope this thing works. The retailers are looking for it. So that that's what's a little bit different. Otherwise, you're absolutely bang on. I mean, it's a you know, it's it's cut through.
00:10:04
Speaker
That's interesting. Yeah, i certainly see it at times, maybe with the organic play where they're carving out a little bit of space, maybe off to the side, maybe next to the bathroom or whatever. There's, you know, there's been the organic area and that's growing and changing. I certainly see it in retailers like the Canadian, super like Real Canadian Superstore, where in my local store, there's now two very large, very generous aisles dedicated for, you know, better for you, organic and natural products, which is a wonderful trend.
00:10:36
Speaker
um I hope it takes over the store one day to some degree. But yeah, and we'd be merchandised right in there. Actually, that's where we are right in there. Yeah, exactly. A hundred percent. Yeah.
Plant-Based Proteins and Market Trends
00:10:46
Speaker
But let's just take a moment on this protein thing. let's you know This GLP-1 OSEMPIC craze is certainly, this is a mega trend driving some of this interest. I mean, it's not new and it's certainly protein has always been around and certain brands and certain things have guided that differently, but there's certainly a lot of extra push.
00:11:06
Speaker
From the consumer side, what should consumers be caring about when it comes to their protein consumption? And even more importantly, What kind of protein should consumers be focused on?
00:11:20
Speaker
Yeah, what should they be caring about and what kind of protein? You know, you're right. From a ah nutrition and diet perspective, there hasn't been a bigger trend in in that space, I think, for sure in my lifetime.
00:11:33
Speaker
And one of the challenges with GLP-1, is fairly well researched and by companies much larger than ours, you know it's difficult to get enough protein in your diet.
00:11:45
Speaker
Look, I'm not an expert on you know what is the precise grams of protein you should consume. i know what my targets are based on my health goals and and fitness goals and things.
00:11:56
Speaker
But I do know in general with the GLP-1 diet, it's difficult to get protein. So there's something I like about our products to be a bit selfish for a second on this is, you know, digestibility and getting protein in is difficult on that diet at times from what what we've understood.
00:12:15
Speaker
So light crispy textures, things like protein chips, you know, light crispy, you're getting that protein boost. But it's also snacking and and you know sort of that same behavior that you're used to. And I think that's really important.
00:12:28
Speaker
And there's a lot of products out there that can do that. But I think if you're on GLP-1, you've got to be focused on getting enough protein in your diet and you know talking to your physician about what that protein level should be.
00:12:42
Speaker
And then the types of protein, that's a really good question. The thing I like about plant-based protein, you know from aside from just the sustainability side of it, is if you pick the right plant-based protein, you can get the and nine amino acids that you need in protein.
00:12:57
Speaker
And you know our products have that. So even from a fitness perspective, perspective and just from a health and in bioavailability of protein, you know we haven't.
00:13:08
Speaker
So plant-based delivers on that. you know I'm not against whey-based or you know if you will, dairy-based proteins. you know I consume a bit of them myself, absolutely. But you know there's lots of choices.
00:13:19
Speaker
Yeah. And feel like allergen free eating is sort of it's it's been around. It's really had a lot of push. We're starting to see a little bit of a consumer pullback from the, you know, free from because nowadays people are like, well, OK, we know what is free from. But what is it like?
00:13:37
Speaker
You've promised me that it's not this and it's not that. But I need to know what it actually is made out of. Yeah, the yeah the absence of negatives, you're right. We're moving out of kind of the... Yeah, sorry, i interrupted you there. Yeah, yeah, sort of. It's it's just this evolution of you know, careful consideration of what people are eating, what foods... You know, everyone's different.
00:13:55
Speaker
And some people, there's just certain... things that just their bodies don't absorb well, don't work with well, or or or they have a ah preference. Maybe it isn't physical, but it's another preference that they just want to have that you know excluded from their diet.
00:14:10
Speaker
But when ah when you talk about plant-based protein, what ingredients are you using to for that protein? Is soy the primary and only protein ingredient or is there other things you guys are doing?
00:14:23
Speaker
No, we we we do a lot in the pea protein um space as well. The thing about soy though still at least of all plant-based protein globally is derived from soy It's very protein efficient. You get the nine branched chain amino acids, you get the bioavailability. So soy is is in a very is a very efficient protein source. And if you're a vegetarian or a vegan, you know it would be very difficult, if not impossible, to have that diet without you know without soy in your diet.
00:14:56
Speaker
But we've we've branched out of just soy. So the protein chips that that I talked about earlier are made from from pea protein, grown right here in North America, actually. Our shakes that are 20 grams, they use pea. We use pea protein in that product as well.
00:15:13
Speaker
So it's a mixture it's a mixture of both would be the sources. Well, let's go back to your earlier comment about culture and and your ear bang on. i do want to explore that a little bit because in the industry, i always hear the good, bad and ugly of, you know, food companies and beverage companies and what they're doing and what they're not doing. And I always hear glowing reports of your group and what you've done. And a big piece of that really has to have been. Yeah, that's the rumor. That's the word on the street, Michael.
00:15:40
Speaker
It's absolutely true, man. It's absolutely true. i love it. You know, your B Corp certification is obviously something that, you know, our our team has gone through it. It's it is a blessing and a curse because it's a lot of work, but it creates a baseline for how you work, how you work with your suppliers and what that culture. So I'm curious about the B Corp side.
00:16:02
Speaker
What has that meant to your team to go through that process and to now look ahead to maintaining and growing that certification as something that's important to your brand? What's the process been like for your team?
B Corp Certification and Values
00:16:13
Speaker
You know, I was really hoping you were going to bring that up, actually, because it in the years I've been lucky enough to manage this team, this is one of the proudest moments ever in the history of the company. When we went private again, five years for almost five years ago, we had set the company up and unintentionally in a way, and it then organically became Corp certified.
00:16:35
Speaker
And what I mean, we've been B Corp certified about a year and a half now. And Corwin, we, I can honestly say we didn't have one internal meeting to go through check to say okay we're eighty percent of these things but in order to be b corp we have to do the last 20% and change how we do governance or how we manage how we manage our team or our customers or innovation or or sustainability, community mission.
00:17:00
Speaker
I can tell you it's literally the proudest moment I have is we became Corp certified. organically in the business. And we, you know, we scored 94, 94.3. You have to be, as you know, you're B Corp.
00:17:16
Speaker
You have to be 80 to be certified. And something I learned just recently that the average company in North America would be around 51. So we were just blown away. like we We had no idea that we were eligible to be B Corp certified, to be honest with you. And so what does it mean for the team and for the future? Well, number one is the sense of pride ah for the team and the sense of purpose and connectedness around our team's values as an individual, as a person and and with the company.
00:17:46
Speaker
Huge. It really was a launchpad for our mission as well. You know, we continue the governance, you know, we do a lot with community around our mission. So it kind of, it was a big jumping off point for for us actually.
00:18:01
Speaker
Yeah, it was, it was amazing, man. Like honestly amazing. That's so great to hear. Your brand, I think maybe it's because I'm you know Canadian, looking south and looking in other places of the world that you guys would want to be in. What's it been like to bring your brand to retailers outside of Canada?
00:18:20
Speaker
What's that process been like?
Challenges Entering the US Market
00:18:22
Speaker
Yeah, i i mean, it's tough. The categories are competitive, but they're competitive in Canada as well. you know, the Canadian consumer, are our home consumer, super educated, really knowledgeable.
00:18:36
Speaker
The US consumer similar, just slightly different competitive mindset. And what we've had what we've learned going into the US Corwin is that we need to scream louder.
00:18:47
Speaker
We need to push harder. we need to create more awareness around the brand to break through in the US. It's a little more difficult. a little more expensive. you know We've even gone through some rebranding that we're launching later in the summer, not alienating our Canadian roots. I'm here in Canada, the management team, etc.
00:19:05
Speaker
But just make sure that packaging really breaks through for both markets in terms of appetite appeal, tonality, you know the kind of fun playfulness of the packaging. So it's, it's been tough.
00:19:17
Speaker
But I will tell you, we got recognized in the summer, we got an award called the KHE Care Trade Award. And KHE is the largest natural food distributor in the US, as you know, and they pick eight companies, I think it's every other year.
00:19:31
Speaker
And they have over a thousand. I think they have over a thousand brands and we got picked as one of the eight. And that was just based on our mission, Corp, the work we do in community, things like our packaging, our products, plant-based, et cetera. So we we know we're in the right space.
00:19:48
Speaker
You know, it's just, yeah, the U S it's a little tougher. So, and we don't, we don't sell products in any other market actually. Okay. So you haven't, we've dabbled a bit over the years, but we, yeah. Yeah. Well, i feel like the tariffs or threat of tariffs or whatever, whatever else going on there, it's a bit of a bit of chaos inducing. So I know that, you know, it starts to get everyone thinking elsewhere, but the reality is, is that, you know, great retailers are down there. There's so many brands that, you know, together you and I would know where they just, you know, their relationships south of the border are just cherished.
00:20:24
Speaker
deeply cherished and great people down there. So I hope hope it all works out and hope that you guys can continue to grow down there for sure. Yeah, we will for sure. i the The tariffs are a complex issue. I sit on a CEO peer group. We just had a call this morning and you know It's all um some really admired Canadian CEOs that I admire.
00:20:49
Speaker
yeah and yeah it's a big It's a big issue, but we've got a great team that can help navigate this and and pivot. We're still a small enough Canadian company where we can be pretty agile. so um'm you know I'm nervous about it, of course, but and I'm confident we'll get through it.
00:21:04
Speaker
so How are you feeling about it? are you and What are your thoughts? I'm certainly concerned. i think it's going to, you know, my hope is that it's just saber rattling in that.
00:21:16
Speaker
In fact, had a number of conversations lately where but people outside the food industry, they'll mention something you know about aluminum or coal, you know, some other. thing and they're like, oh, it affects the food. I'm like, yeah, it's going to affect food. And they they didn't realize. And, you know, and especially when you start to see some of the, the double hit that some brands are going to hit when it gets to their ingredients or their supply chain or whatever, where it's going to get even worse. So yeah, I hope it all kind of shakes out, but maybe that's, I don't know. Sometimes, sometimes hope is, is an, is an awkward reality. Yeah.
00:21:52
Speaker
Yeah. I think it will. I think inflation has been such such a difficult thing for for consumers to manage and food prices, both north and south, of just it's been significant. So I think that's going to be a force at play that you know may influence decisions. That's my personal belief. ah you know I'm not a politician. or Yeah, no, but affordability is a huge ah issue across the board. So you've got to get it tackled.
00:22:22
Speaker
For my final question, just want to you know give a shout out to so many of the food entrepreneurs, food and beverage leaders, founders that that listen to the
Entrepreneurial Advice and Brand Mission
00:22:31
Speaker
show. And, you know, given your I was going through the other day, i was looking at your LinkedIn. I'd never dug further you know past the first page, but, you know, your LinkedIn page goes for a while.
00:22:41
Speaker
You've been in CPG. for a while. So when it comes to these entrepreneurs and founders that are looking to grow their mission led brands in competitive markets, what advice could you give them? What's that one thing that stands out to you as when you're standing in front of a founder that you want them to hear?
00:23:00
Speaker
Yeah, that's a great question. You know, I learned this from ah peer company. i i won't say who it is because it you know it's a longer conversation, but a company I really admire. And he he was the head of sales there from when it was a really small company all the way to an extremely large company.
00:23:20
Speaker
And I asked him, I said, what's the one thing that you could summarize as to define the success of of your brand? And he said, something we did from the beginning, like the day one,
00:23:35
Speaker
was we did the following. We connected, first we defined a mission. Like what is the mission? What is our why? Not just the vision, like the vision of the company and how we want to grow and win in whatever category, but the mission.
00:23:50
Speaker
He said, first define the mission, then connect the mission to the brand. These should be things that that feel very interconnected. They're not compartmentalized. And he said, the third thing is connect the products to the brand.
00:24:04
Speaker
Now that's easier, right? We have a brand that does this and here's the products that we have. But this is something I've taken really seriously internally for us. And I look for it in if I'm mentoring some entrepreneurs or they're mentoring me.
00:24:17
Speaker
ah really look for conversations and founders that are connecting mission to brand, brand to products and how they see those influencing. So if going to stand for community, what does it mean to your brand?
00:24:30
Speaker
It's not okay to stand for community. And then you have a brand that's not purposeful with community. you know what i mean? Like there's a, there's a connectedness to those things. And I, we don't have it all perfect and right and everything. And I don't know if any brand does, but I believe philosophically you, you've got to be really invested in that.
00:24:48
Speaker
Otherwise, why are you doing it? And then also the consumer is just way too smart and they'll figure you out. And maybe not in the first year or two, but they'll figure it out. And they'll just know it's not authentic.
00:24:59
Speaker
Yeah. And some brands are sitting on, to be honest, a bit of a goldmine. I came across a brand that was like really generous with their donations, their philanthropy. You know, it was very hidden. I i kind of stumbled across it and I'd known the brand for a long time and was surprised to learn that they were so...
00:25:17
Speaker
caring and helpful to children's hospitals, for example. But no one would ever know. Now, maybe that's their prerogative. They just want to do that under the radar. But to be honest, consumers are looking for reasons to care. Consumers are looking for reasons to believe that someone has made something for them and that they have affinity there.
00:25:37
Speaker
And so I sort of look at that and go, man, like there's a disconnect there that, you know, kind of breaks my heart a little bit because people want to buy from brands they trust and that they feel like are genuinely caring of others around them. It's just part of our nature as humans.
00:25:54
Speaker
So yeah, it's ah when there's a disconnect there, it's it's ah it's a problem. And you know, it feels like you may have attended a couple of our meetings recently because at Simply, we've one of the things where we're critical of ourselves about is we don't talk about this enough.
00:26:12
Speaker
And when we got the KHE Care Trade Award, we had to disclose all of it, but we donated 6.2% of our profit last year. We donate, including almost a million bars towards food insecurity.
00:26:23
Speaker
We've never posted that. It's not on our website. We're not doing anything. Like we're not, we're not talking about that. So this is where we're trying to take some of our own advice and say, okay, how do we connect that important mission work that we're doing to the brand?
00:26:38
Speaker
and really give consumers an opportunity get to know us beyond just a product, right? Get to know us around what we're doing with community and around, and it's usually food, ah youth food insecurity, right?
00:26:49
Speaker
Like food for kids and food bank, all kinds of stuff we're doing in that area. We've just been really too modest about it. Well, it's very Canadian of you, right? Well, you know what? you You're right. Our American aye colleagues are like, we should be talking about this now. And yeah I'm like, yeah, you're right. Actually, we should be.
00:27:07
Speaker
To be honest, it's probably the blend of that brashness and the Canadian sensibilities that can say the the way that might feel best suited for the brand is to not brag about it, but to celebrate it and to make sure it's not connected to a call to action for 10% off.
00:27:24
Speaker
Right? Like don't use it as sales tactic, right b be thoughtful of it and let, you know, at least in in marketing, you know, whether it's a content pillar or however you want to frame it,
00:27:36
Speaker
you know, from a tactical perspective, but just you want it to be genuine. And I think sometimes you have to silo those things and, you know, not attach it to a, you know, an activation or some sales message, but let it just be, let it kind of come out of the culture of the business ah more as almost more as an an employer or as a leader in this space, not so much as a, we really want you to buy our stuff.
00:28:02
Speaker
Yeah, I think that's really great advice. And I love your word around celebrate, you know, and and celebrate that. I think that's really great advice. Actually, we should chat more about that.
00:28:13
Speaker
Let's do that. Yeah. But for now, we'll wrap it up. I'm so grateful for the time, Michael. Me too. really appreciate ah you, your insights. you know, congrats on your for your team and all the work that they've done.
00:28:26
Speaker
Appreciate how you're making the grocery store a healthier, better for you place. Yeah, thank again, I'm really sincere and and grateful for the opportunity. Corwin, I've watched on the sidelines for a long time and you you know you're really doing a lot of great work here in the space. So thank you for that.
00:28:42
Speaker
It's been awesome to see. Thanks for listening to this episode of ILE 42. Please do yourself a favor and visit simplyprotein.ca to learn all about the amazing products that they have and where to find them. And don't forget to follow them on social too. Okay, that's it for me. I'm Corwin Hebert from Ethical Food Group, and I'll see in the future.