Advertise on podcast: SHELFSPACE

This is about as blind-date-ish as one can get in CPG, a quick LinkedIn chat turned into a podcast episode in a matter of 48 hours. Matthew Kubick from Local Demo Service (a national sampling and roadshow vendor in the US) shares his insights on how product sampling drives impact for better-for-you brands. He breaks down his playbook for CPG growth and shares why patience is a founders' greatest asset when scaling a sustainable brand across competitive markets like Costco and Sprouts. Learn more about Matthew and his team at: https://www.localdemoservice.com/ Learn more about SHELFSPACE and its host, Corwin Hiebert, here: https://www.shelfspacepodcast.com/ And to the SHELFSPACE corporate partners, thank you! TD Business Banking https://www.td.com/ca/en/commercial-banking Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Pacific Coast Distribution https://www.pacificcoast.ca/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/

46 years, one family, and a whole lot of tasty almonds. Mitch Oberfield joins Corwin Hiebert to talk about NatureSource's small-batch premium nut mixes, roasted snacks and Salad Toppers, AND what it takes to run a food manufacturing business across international markets. The conversation gets into pricing strategies, supply management and quality control. They even explore: how front-of-pack warning labels are reshaping innovation strategy, the trade challenges of exporting globally, and the thinking behind their recent packaging glow-up. As always, a quick galactic shout out to the partners who make SHELFSPACE possible: TD business banking– which is actually this episodes’ lead sponsor, and the rest of the cosmic corporate crew: Pacific Coast Distribution, Fasken, Benchmark Sixty, Rhema, and Picnic Creative. Learn more about the brand at https://www.natursource.com/. Learn more about the show and the host, Corwin Hiebert, at https://www.shelfspacepodcast.com/ Learn more about how our corporate partners help food and beverage brands and retailers: TD Business Banking https://www.td.com/ca/en/commercial-banking Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Pacific Coast Distribution https://www.pacificcoast.ca/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/

This one's with Aaron Henderson from SweetLeaf — an early investor in Olipop and one of the sharpest CPG minds I know. We talk holograms in the aisles, QR codes that finally do more than slow-load a website, and the future of fiber and Stevia as health-focused ingredients. We also get into how brands like Drizzle Honey are navigating US-Canada tariffs, and what it takes to build a shopping experience people actually enjoy. Learn more about the brands we talked about: https://www.sweetleaf.com/ https://drizzlehoney.com/ Thank you to the businesses helping bring SHELFSPACE to your podbox: Pacific Coast Distribution, Fasken, Picnic Creative, TD Business Banking, Benchmark Sixty, and Rhema. Learn more about Corwin Hiebert and this podcast here: https://www.shelfspacepodcast.com/

We're going to stay on the food recovery train for this one because it's a topic that's very near and dear to my heart. As we all know, every year, tons of good food never makes it past the loading dock — not because it's bad, just because the system isn't built to redistribute. This conversation is with Jessica Regan from FoodMesh, a platform that's already helped recover more than eighty million meals by making food rescue as simple as a few clicks. We get into why grocery stores get most of the attention on food waste while farms and manufacturers face the same problem with far less support, how siloed the food system still is, and what real coordination — and better policy — could look like. Learn more about how your business can tackle food waste at https://foodmesh.ca/. SHELFSPACE is proud to have an out-of-this-world team of corporate partners who not only make this show possible but also know and love the food and beverage space. Follow the links below to learn more about how their teams can support your next mission: TD Business Banking—They have dedicated themselves to the food and beverage sector with local relationship managers who partner with you to understand the specific hurdles you face every day. https://www.td.com/ca/en/commercial-banking Fasken—As the largest law firm in Canada, this expert team provides comprehensive legal counsel to help food and beverage manufacturers navigate complex regulatory landscapes, multi-jurisdictional growth, and mergers and acquisitions. https://www.fasken.com/en/services/industries/agribusiness Rhema—This specialized contract manufacturing and packaging team has the creativity and technical expertise to deliver high-quality, market-ready dry-powder formulations that give your brand a competitive edge. https://rhemamade.com/ Pacific Coast Distribution—This Western Canadian team delivers reliable, temperature-controlled logistics and warehousing tailored specifically to the unique demands of the food and beverage industry. https://www.pacificcoast.ca/ Picnic Creative—Known as a one-stop shop for creating custom food and beverage content, this team knows how to capture and communicate your brand’s unique voice. https://picniccreates.com/ Benchmark Sixty—These consultants deliver impact through data-driven operational strategies for food service businesses, helping them optimize labor productivity and protect profit margins. https://www.benchmarksixty.com/

We love talking about what's new on the shelf — but what about what's not there at all? This conversation is with Kailey, who went from CPG founder to leading a new chapter at Odd Bunch, a food rescue business cutting waste and getting perfectly good food to more people. Their produce boxes have been one of the hottest things in direct-to-consumer grocery, and now they're taking on the pantry — saving consumers money and solving logistics headaches for manufacturers. Learn more at Odd Bunch. If you're in the food and beverage manufacturing industry then our SHELFSPACE partners might be a great fit for your business -- take a look into how these teams can help you scale-up and win: TD Bank, Fasken, Benchmark Sixty, Pacific Coast Distribution, Rhema, and Picnic Creative. Okay, here's my conversation with Kailey. Learn more about who's behind this show at https://www.shelfspacepodcast.com/.

This is a live, on location recording in a local grocery store with a chef who is also a CPG co-founder. It's the second installment of The Aisle Moonwalk. This time it's Spencer Watts of Chef's Day Off — a new line of flavour-packed dressings and sauces rooted in kitchen culture. Spencer chats through his take on product development, branding, recipe formulation, consumer demand, and his own personal health transformation. Learn more about these remarkable dressings and where to buy them at https://chefsdayoff.com/. And follow their journey on Instagram here. This bonus episode is proudly sponsored by Benchmark Sixty. A data-driven, operations-focused consulting group that specialize in helping restaurants boost productivity, get labor costs back on track, and increase profit margins. Their approach focuses on improving employee retention and operational efficiency—all without compromising the brand experience. I'm thrilled to have Jim Taylor and the Benchmark Sixty group as part of the SHELFSPACE family, their support and influence is playing a vital role in expanding our programming beyond consumer goods and grocery and I encourage you to check them out, and pick up Jim’s book, at https://www.benchmarksixty.com/. And to the rest of our show sponsors, I'm so grateful for their partnership: Rhema, TD Business Banking, Pacific Coast Distribution, Fasken, and Picnic Creative. To learn more about Corwin Hiebert go here: https://www.linkedin.com/in/corwinhiebert/ and learn more about SHELFSPACE here: https://www.shelfspacepodcast.com/.

In this episode, Chris Hobson shares with Corwin Hiebert his journey from a passion for perfect pickles to building a nationally recognized brand. We explore the art of product innovation, the power of a cult-classic, nostalgic branding, and scaling a craft food business while maintaining authenticity and community connection. And yes, we even talk about pickle ball. Learn more about these amazing pickles here: https://hobbspickles.com/ And give them a visit the next time you're at Granville Island Market - https://granvilleisland.com Thanks again to our show sponsors: TD Business Banking https://www.td.com/ca/en/commercial-banking Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Pacific Coast Distribution https://www.pacificcoast.ca/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/

In this episode Corwin chats with Alain Ménard—co-founder of Green Beaver, a successful natural personal care brand. Alain opens up about the strategies that set Green Beaver apart, the real challenges of growing in a competitive market, and what's next as they set their sights on international expansion. Sure this one is food-free but it's still packed with lots of great advice for retail-focused founders and CPG builders. You can learn more about the brand here: https://greenbeaver.com/ and follow them on Instagram here: https://www.instagram.com/greenbeavercompany/. And thanks again to the partners that make SHELFSPACE possible: TD Business Banking https://www.td.com/ca/en/commercial-banking Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Pacific Coast Distribution https://www.pacificcoast.ca/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/ To learn more about Corwin Hiebert go here: https://www.linkedin.com/in/corwinhiebert/ and learn more about SHELFSPACE here: https://www.shelfspacepodcast.com/.

In this episode, Corwin Hiebert (host) chats with Rachel Mansfield — a content creator with 1.5M followers, CPG investor, and now founder of cadootz!, the clean-label, protein-packed snack brand redefining what kids actually crave. They dig into her D2C launch, her exclusive nationwide deal with Target, and her new quick-meal cookbook, More, Please! — which has just landed in bookstores and on digital bookshelves everywhere. You can read about (and buy) the new cookbook on Amazon.ca and Amazon.com. It's a fantastic countertop resource filled with family-approved, kid-friendly meals, freezable options, and dietary flexibility to help you make the recipes gluten-free, dairy-free, refined-sugar free, and more. More, Please! is the time-saving kitchen companion every busy parent needs. You can learn about how cadootz! is reimagining kids' snack time with organic, whole-food snacks that are exciting and actually fuel little bodies here: https://cadootz.com/. Each 30g serving delivers 5g of protein from organic cheddar and milk protein concentrate, with no seed oils — just 100% organic extra virgin olive oil. the whole grains are intentionally sourced too: organic oat flour that's certified purity protocol gluten-free and glyphosate-free, with no enriched wheat flour anywhere. But before we jump in, a galactic shoutout to the partners who make it possible to bring SHELFSPACE to your pod-box for free: TD Business Banking, Fasken Law, Pacific Coast Distribution, Rhema, Benchmark Sixty, and Picnic Creative. To subscribe to the SHELFSPACE go to LinkedIn—where you can also connect with Corwin Hiebert. Learn more about this show at https://www.shelfspacepodcast.com/

In this episode I talk with Christine Couvelier, a CPG trendologist and culinary expert who's been behind the scenes at Loblaws, Uniliver, and Maple Leaf foods and is some who thinks about grocery aisles the way a detective thinks about a crime scene? Ug, okay, maybe I took that too far. We're digging into what makes products stand out on shelves, why food leaders need to travel more, and how storytelling is reshaping the way we shop. A BIG thanks to the partners that make SHELFSPACE possible: TD Business Banking https://www.td.com/ca/en/commercial-banking Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Pacific Coast Distribution https://www.pacificcoast.ca/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/

What really happens between the farm, the factory, and the fluorescent aisle? Benjamin Lorr — author of The Secret Life of Groceries and a practitioner of deep, immersive journalism — pulls back the curtain on an industry most of us walk through several times a week without ever really seeing. From the hidden costs baked into low prices to the surprising resistance to innovation in a $800B business, this conversation reframes the grocery store as one of the most revealing artifacts of modern life. In this episodeBenjamin traces his unlikely path from writing about competitive yoga to embedding himself in the grocery supply chain — riding with long-haul truckers, working the fish counter at Whole Foods, and following shrimp back to labor abuses at sea. He unpacks why certification schemes often fall short of what shoppers assume they promise, why grocery stores are structurally allergic to change, and how food has quietly become one of our most potent tools for signaling identity and status. He also shares where he's heading next: a deep look at the American elder care industry. Key topicsThe dark realities of the modern grocery supply chain and the human cost of cheap foodWhy certifications and audits often fail to deliver what consumers think they're buyingThe paradox of a massive industry that resists innovation at nearly every turnFood waste, sustainability, and the systemic forces that keep both entrenchedSeafood as a case study in opacity, ethics, and consumer choiceFood as a Veblen good — how what we eat has become a signifier of status and self-expressionChapters00:00 — Innovations in grocery shopping02:45 — From yoga to groceries: a journey of discovery06:58 — The dark side of the grocery industry14:30 — The role of certifications in food safety17:38 — Future chapters: what's next for groceries22:21 — Reflections on seafood and consumer choices26:22 — Surprising feedback and industry insights30:20 — Memorable grocery experiencesAbout the guestBenjamin Lorr is an author and immersive journalist known for embedding himself deeply in the worlds he writes about. His book The Secret Life of Groceries: The Dark Miracle of the American Supermarket is a landmark examination of how our food system actually works — and who pays the price for its efficiency. Show SponsorsThank you to the corporate partners that make SHELFSPACE possible: TD Business Banking https://www.td.com/ca/en/commercial-banking Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Pacific Coast Distribution https://www.pacificcoast.ca/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/

In this important interview, Sonia Strobel from Skipper Otto shares with Corwin Hiebert her innovative work in the Canadian seafood industry, advocating for local ownership, transparency, and sustainable practices. Discover how her community-supported fishery model is transforming seafood supply chains, promoting trust, and encouraging diverse, ecosystem-based eating. Keywords: seafood sustainability, local fishing, supply chain transparency, community-supported fishery, seafood innovation, Canadian seafood, ocean health, food sovereignty Key Topics: Community-supported fishery model Policy reforms for local ownership Transparency and traceability in seafood Frozen fish technology and freshness Indigenous communities and traditional fishing practices Thank you to our show sponsors: TD Business Banking https://www.td.com/ca/en/commercial-banking Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Pacific Coast Distribution https://www.pacificcoast.ca/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/

In this engaging conversation, Andrew Watman discusses the future of grocery innovation, emphasizing a return to past food systems for healthier options. He shares insights on how food founders can effectively capture media attention through authentic storytelling rather than traditional press releases. The discussion also covers the importance of building relationships between journalists and founders, navigating media events, and maximizing media coverage. Watman highlights the evolving media landscape and the significance of long-form storytelling in connecting with audiences. Read some of Andrew's latest work here: https://www.forbes.com/sites/andrewwatman/ Follow Andrew on Instagram here: https://www.instagram.com/watman_/ And a big shout out to our SHELFSPACE partners: TD Business Banking https://www.td.com/ca/en/commercial-banking Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Pacific Coast Distribution https://www.pacificcoast.ca/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/ Keywords: grocery innovation, food journalism, storytelling, media relations, food founders, press releases, media events, brand strategy, public relations, long-form storytelling

Okay founders, get ready to take some notes, because this episode is a concise masterclass in entrepreneurial grit and omni-channel strategy! This interview is with chatted Brad Woodgate of Joyburst and No Sugar Company—he's the founder who drove a staggering $3 billion in revenue completely on his own terms, without a single dime of VC funding. He shares the brilliant, high-margin stepping-stone strategy that he used to self-fund his true brand passion, which I think you're going to find really insightful. We dive into how he's making "unsexy" functional ingredients like fiber and creatine mainstream and wildly profitable. And we tap into his approach to gender-focused market segmentation, as a way to leverage Amazon and results through influencer marketing. Special thank you to this episodes sponsor: TD Business Banking—They have dedicated themselves to the food and beverage sector with local relationship managers who partner with you to understand the specific hurdles you face every day. Whether you need to finance working capital, building and equipment purchases, or simply need expert advice to help grow your business, the team at TD is here to help. https://www.td.com/ca/en/commercial-banking Plus, a big thanks to our other show sponsors: Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Pacific Coast Distribution https://www.pacificcoast.ca/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/ Keywords: food innovation, branding, grocery store, omni-channel, fundraising, health and wellness, fiber, protein, sustainability, entrepreneurship

In this conversation, Corwin Hiebert, Gordon Groundwater, and Chris Funk discuss innovations in grocery shopping, the importance of sourcing in the food supply chain, and the challenges faced in food logistics. They emphasize the significance of building trust in business relationships, effective communication during problems, and evaluating vendor partnerships. The discussion also touches on navigating government regulations and the opportunities present in global trade, concluding with reflections on personal connections in business. Learn more about Gordon's ingredient supply services at https://bcimporters.com/. And here's a little more about this episode's sponsor—the fantastic team over at Pacific Coast Distribution. If you’re a food or beverage manufacturer, you know how important it is to have your product safely stored and on the move exactly when and where you need it.  For years now, Pacific Coast has been the only ambient storage and logistics team that I recommend, for real - I’m not just saying that because they’re a sponsor. They are food grade certified and an authorized warehouse for beer, wine and spirits.  Whether you’re looking for support for 5 pallets or 500—Ryan, Chris, Ruben, Shayne, and their Western Canadian team are the reliable and transparent partners that you’ll want on speed dial. With two primary warehouse locations in Langley and Calgary, they are dedicated to keeping grocery stores, liquor stores, stocked on time and on budget. If you’re looking to optimize your storage, visit them at PacificCoast.ca. Also, a big shout out to our show sponsors: TD Business Banking https://www.td.com/ca/en/commercial-banking Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/