In this episode, Matt LeBeau, the President of Lebeau Excel, shares his extensive journey through the Canadian grocery and natural health sectors. Matt provides a breakdown of the vital role a broker plays as a "bolt-on sales department" for small to medium-sized enterprises, allowing them to establish a national presence at a fraction of the cost of an internal team. He also discusses the evolution of retail sophistication, highlighting how his firm uses advanced analytics and detailed reporting to help retailers identify growth opportunities and stay competitive against market trends.

Beyond the business mechanics, Matt explores the current landscape of product innovation, identifying high-growth categories like protein, fibre, and reduced-sugar beverages. He offers a unique look at the "broker alliance," an informal group of non-competitive peers who meet regularly to share industry intelligence, mentor one another, and exchange leads to ensure brands find the right fit within the Canadian market. The episode also delves into Matt's personal leadership philosophy of "servant leadership," where he views his primary role as clearing hurdles for his team and celebrating their weekly successes.

The interview takes a poignant and advocacy-focused turn as Matt shares a personal family story that led him to become a vocal advocate against workplace abuse and sexual assault in the food service industry. Citing startling statistics about the toxicity of the sector, he calls for the industry to take ownership of these issues and establishes the need for anonymous reporting hotlines. The episode concludes with a tribute to the power of family-run businesses in the natural health sector, acknowledging the critical professional contributions of his wife, Kim, in the growth and success of LeBeau Excel.

This episode features Nadiya Raphael, General Manager and Vice President of New Chapter Canada, sharing the unprecedented business story of how a leading natural health brand voluntarily "paused" its entire Canadian operation. In November 2022, despite experiencing record growth, the company halted distribution to address regulatory documentation requirements with Health Canada. Nadiya discusses the difficult decision to prioritize long-term integrity over short-term revenue, detailing the strategic communication used to maintain transparency with a shocked team and a loyal network of retailers.

The conversation highlights the unique strength of the natural health industry, as retailers chose to hold shelf space and support the brand throughout its 18-month absence. Nadiya recounts how her team remained visible in the field, even assisting retailers with competitors' stock to maintain relationships while they navigated the complexities of a complete relaunch. Since returning to full portfolio status in August 2024, the brand has seen consumer demand exceed its 2022 peak, offering profound lessons on operational resilience, regulatory patience, and the vital difference between brand trust and verified quality.

In this episode of In Conversation, host Bruce Cole speaks with Vicky Hachey, a registered holistic nutritionist and the owner of Good Health Mart in Hamilton, Ontario. Vicky shares her transition from a concerned parent navigating her son's dietary needs to becoming a dedicated natural health retailer. She discusses her three primary business goals which involve becoming a known presence in her local community, her city, and among her industry peers, and the practical strategies she uses to achieve them, such as local networking and city council involvement.

The discussion highlights the importance of heart and passion in the natural health industry, focusing on building genuine relationships rather than just making sales. Vicky explains how she uses demographic analytics to tailor her store’s education and products to her community's needs, specifically targeting women’s health issues like menopause and brain health. She also shares insights into her innovative outreach programs, including a 12-week online masterclass and a nationwide networking "coffee hour" for female health food store owners.

Listeners will gain valuable advice on maintaining business "bandwidth" to avoid burnout and the significance of staying true to one's "why" in a rapidly evolving industry. The video also explores the role of AI and social media in modern brick-and-mortar retail, emphasizing that despite technological shifts, the core of the business remains a person-to-person connection.

This episode features a discussion between host Bruce Cole and guest Pierre Martineau, President and Publisher of Vitalité Québec Magazine regarding the 30-year evolution of the natural health industry in Quebec. Pierre organizes an annual golf tournament in Longueuil, Quebec, which is specifically designed to bring together the various sectors of the natural health industry. Held in mid-week to accommodate store owners' delivery schedules, the event attracts a high turnout, including approximately 80% to 85% of the province's retailers as well as major manufacturers and sponsors. The tournament serves as a unique networking platform where key decision-makers can connect in a relaxed, positive environment to foster professional relationships. Beyond networking, the event functions as a fundraising engine; for instance, it has successfully raised significant funds to support legal appeals for natural health practitioners seeking professional recognition in Quebec.

The conversation also highlights a major market shift from independent "mom and pop" shops to an oligopoly of large-scale retailers. These modern players include "supermarkets of healthy food" like Avril, which offer 20,000+ square foot spaces, and major grocery chains like IGA that have integrated over 110 health boutiques within their existing stores to reach new customers.

Furthermore, the conversation explores the diverse business models currently shaping the industry, such as the rise of massive online warehouse operations and hybrid stores that combine physical retail with high-volume digital shipping. Despite this digital growth, Pierre emphasizes the enduring importance of print media, noting that readers still value the tactile experience of a physical magazine for education and product discovery. Furthermore, the Canadian government has recently supported this niche by providing grants to small publications that feature original Canadian content.

In this episode, Bruce Cole sits down with Lynsey Walker, Vice President of Marketing and Communications at the Canadian Health Food Association (CHFA), to explore the rapidly shifting landscape of Canada’s natural, organic, and wellness industry. Celebrating five years with the association, Lynsey Walker shares her journey from a specialized academic background in functional foods to her pivotal role in helping brands and retailers navigate the unique needs of the Canadian market. She emphasizes that while U.S. data is often used as a proxy, the Canadian consumer has distinct mindsets and behaviours that require dedicated primary research and tailored strategies to address.

A significant portion of the conversation focuses on the emerging consumer trends and psychological shifts identified through CHFA’s research and global forecasting. Lynsey Walker explains the concept of "wellness fatigue," a growing sentiment where consumers feel overwhelmed by excessive health information and are now seeking simplicity, curation, and absolute transparency from brands. With data showing a rise in skepticism regarding natural labeling and product effectiveness, she highlights the urgent need for industry leaders to build trust through honest storytelling and credible, open communication about their sourcing and production processes.

The discussion also delves into the CHFA's critical role in advocacy and professional recognition within the industry. Lynsey Walker outlines the upcoming Regulatory Forum in Ottawa, which offers a unique platform for industry members to engage directly with policymakers to help shape the future of health regulations in Canada. She reflects on the success of grassroots movements like the "Save Our Supplements" campaign and details how the annual CHFA Awards—and the newly established Awards Council—continue to honor the dedication and innovation of the people on the front lines, from independent retailers to dedicated field representatives.

Looking toward the future, the episode previews exciting developments for the upcoming fall trade show in Toronto, including the rebranding of "Incubator Alley" to "The Greenhouse". This move reflects the association’s commitment to nurturing new entrepreneurs and creating an immersive, high-energy environment where innovation can flourish. Throughout the interview, Lynsey Walker underscores that wellness is no longer viewed in isolation but as a holistic, interconnected experience encompassing mental, physical, and financial well-being, inviting everyone in the industry to stay informed and involved in this collective mission.

In this episode, host Bruce Cole sits down with Cristina Guglielmi, the Director of National Sales for Health Food at CanPrev, to discuss the evolving landscape of the natural health industry. With 61% to 68% of Canadians still choosing to shop for supplements at physical health food stores, the conversation centers on how these retailers can maintain their edge against growing online competition. Cristina emphasizes that the future of brick-and-mortar retail lies in its ability to foster a deep sense of community that digital platforms simply cannot replicate. By positioning themselves as trusted advisors, local retailers can build lasting relationships that go beyond mere transactions.

One of the primary strategies Cristina highlights is the importance of better leveraging vendor partnerships to support business growth and customer outreach. Many retailers may not realize the full extent of support available to them, from vendor-led demo programs and educational seminars to co-op investments for marketing initiatives like window wrappings or staff training. These collaborations allow independent stores to enhance their professional image and provide added value to their customers without carrying the entire operational or financial burden alone. Cristina encourages retailers to vocalize their needs and treat their vendors as true partners in their success.

The discussion also explores how to differentiate the in-store shopping journey through sensory engagement and personalized service. Cristina shares practical tips for creating a welcoming environment, such as using aromatherapy to create a comforting atmosphere or maintaining a community bulletin board to showcase local events and wellness tips. Furthermore, the episode touches on the modern necessity of social media, explaining how platforms like Instagram and TikTok can be used to humanize a brand. By sharing staff introductions, customer testimonials, and behind-the-scenes content, retailers can reach a broader audience and invite them into the unique community experience that only a local health food store can provide.

In this instalment of "In Conversation With," host Bruce Cole is joined by Tracy Creighton, the National Director of Sales for A.Vogel at Bioforce Canada. With a career spanning over two decades, Tracy offers deep insights into the natural health industry’s unique culture of collaboration and the personal qualities that drive long-term success.

Tracy shares her professional origin story, beginning with a pivotal role at a forward-thinking compounding pharmacy in Ottawa. She describes how her early experiences in pharmacy dispensary and specialized metabolic lab testing sparked a lifelong interest in health and eventually led her to transition into sales. Tracy also reflects on the lessons learned during major industry shifts, including her 20-year tenure at SISU and her eventual move to A.Vogel following the brand’s acquisition.

A central theme of the conversation is Tracy’s perspective on being an introvert in a field often associated with loud, flashy personalities. She explains how her natural inclination to listen rather than "outtalk" became her greatest professional asset, allowing her to truly understand and meet the specific needs of her retail partners. She provides actionable advice for young professionals on building confidence through research, preparation, and seeking direct feedback.

The discussion delves into how the vendor-retailer relationship has matured from simple order-taking to a strategic, data-driven partnership. Tracy highlights the importance of collaborative "sell-through" programs and the role of key account management in navigating an increasingly complex market.

Tracy discusses the rich history of A.Vogel, a brand with over 100 years of credibility, and how the company fosters transparency by bringing retailers to their Swiss farms to witness fresh-plant harvesting firsthand. This immersion allows retailers to share authentic stories with their customers, building a level of trust that cannot be replicated by data alone.

The episode also celebrates the vibrancy of the Canadian natural health community, highlighting significant anniversaries for independent retailers like Natural Food Pantry (45 years) and The Peanut Mill (50 years), as well as the enduring value of industry events like the CHFA trade shows and the Vitalité Québec golf tournament.

Whether you are an aspiring sales professional or a seasoned industry veteran, this episode provides a wealth of knowledge on leading with integrity, embracing your unique personality, and building lasting value in the natural health space.

In this episode of In Conversation with Bruce W. Cole, Bruce sits down with Matthew James, President and CEO of Purity Life Health Products, for a thoughtful conversation about distribution, innovation, and the evolving landscape of the natural health products industry in Canada.

Matthew discusses Purity Life’s recent expansion following the acquisition of PSC, ONFC, and Horizon Distribution. This milestone doubled the company’s scale and strengthened its ability to serve retailers from coast to coast. He explains the work currently underway to integrate these businesses into a single organization with shared systems, processes, and culture under the vision of “one Purity Life.”

Throughout the conversation, Matthew shares the philosophy that guides the company’s strategy: being easy to do business with. We invest in operational improvements and actively gather feedback from retailers and employees to reduce friction and build long-term partnerships across the industry.

Bruce and Matthew also explore broader industry trends shaping the future of natural health retail. They discuss how social media and micro-influencers are accelerating product discovery, how emerging health movements such as GLP-1 medications are shifting consumer demand toward nutrients like protein, fibre, and magnesium, and why innovation in natural, organic, and sustainable products continues to drive category growth.

The discussion also highlights the competitive advantage of independent health food stores. With knowledgeable staff, curated product selections, and the ability to move quickly on emerging trends, independent retailers remain central to introducing new products and guiding consumers through increasingly complex wellness choices.

For retailers, brands, and industry leaders, this episode offers valuable insight into the distribution systems, partnerships, and market dynamics shaping the future of the natural health products industry in Canada.

In this episode of In Conversation with Bruce W. Cole, Bruce sits down with Deane Parkes, a Canadian Health Food Association Hall of Famer and one of the most respected voices in the natural health products industry.

Deane reflects on a remarkable career that spans retail, distribution, consulting, and brand building. From owning early health food stores in North Vancouver to founding Preferred Nutrition and working with leading companies such as Purity Life and Genuine Health, Deane has spent decades helping shape the Canadian natural health landscape.

Now living in a small community in British Columbia, Deane has returned to the retail floor, where he enjoys the simplicity of stocking shelves, serving customers, and reconnecting with the fundamentals of the health food store experience.

Bruce and Deane also share memories from the early days of the industry, discuss the evolution of CHFA trade shows, and reflect on the importance of community within the natural products sector.

Throughout the conversation, Deane offers thoughtful insights on leadership, retail culture, and what truly determines the success of a health food store. From the importance of emotional connection between staff and customers to the critical role of merchandising, systems, and frontline staff, his perspective offers valuable lessons for retailers, distributors, and brand builders alike.

This episode is both a reflection on the history of the industry and a reminder that at the heart of every successful health food store is a simple principle: genuine care for people.

In this episode of In Conversation with Bruce W. Cole, Bruce sits down with Marc Curcio, Chief Business Development Officer at BioSteel Sports, for a candid conversation about sales, brand building, and the remarkable journey of one of Canada’s most recognizable sports nutrition companies.

Marc reflects on his early career in retail, where he first learned that great salespeople succeed by listening, asking questions, and building genuine trust with customers. He shares how his path took him through pharmaceutical sales and eventually into the natural health industry after a personal experience with naturopathic medicine changed his perspective on wellness.

The discussion then turns to the story behind BioSteel. Marc explains how the brand began with a simple idea from a professional hockey strength coach: create a cleaner, better hydration formula without sugar. What followed was an organic rise driven by athletes, locker rooms, and the now-famous phrase #DrinkThePink.

Bruce and Marc explore how BioSteel grew into a global sports brand through authentic athlete relationships and major partnerships before expanding too quickly during a period of aggressive marketing and corporate ownership. That expansion ultimately led to financial challenges and bankruptcy protection in 2023.

Now under new ownership and operating with a disciplined strategy, BioSteel is rebuilding its business with a renewed focus on Canadian retail, grassroots partnerships, and manufacturing in Windsor, Ontario.

For retailers, distributors, and brand builders, this conversation offers a rare look at what it really takes to build a brand, lose momentum, and return stronger with hard-earned lessons.