In this first-ever "Aisle Moonwalk" (our on-location series), we’re swapping the Zoom-room for the grocery basket. Listen in while Corwin shops at Fresh Street Market in Vancouver with the legendary Chef Vikram Vij—restaurateur, author, and TV personality.

Though technical hurdles and a stubborn HVAC system cut our trip short, Vikram packs a masterclass into our walk through the produce section. We dive into the philosophy of food, the reality of the supply chain, and why your grocery basket is more political than you think.

Key Takeaways

The Store as a Classroom: For a chef, the grocery store isn't just a place to buy ingredients; it’s where farming, manufacturing, and retail collide. Understanding this interplay is essential for anyone in the food industry.

The Seasonality Struggle: Vikram shares his candid (and passionate) thoughts on ingredient sourcing—including a spirited "debate" over asparagus.

Featured Guest: Vikram Vij

Vikram is a titan of the Canadian culinary scene, known for his world-class restaurants, appearances on Dragons' Den and Recipe to Riches, and his commitment to authentic Indian flavours and sustainable business practices.

Episode Sponsor: Benchmark Sixty

This bonus episode is powered by Benchmark Sixty. They are operational consultants who help food service businesses protect their profit margins and optimize labor productivity through smart, data-driven strategies.

On behalf of the SHELFSPACE team, we'd also like to thank our Season 1 sponsors: TD Business Banking, Fasken, Rhema, Pacific Coast Distribution, and Picnic Creative.

In this conversation, Corwin Hiebert chats with Brian Bradley, the leader of Stong's Market, about the future of grocery shopping, the importance of innovation, and the challenges faced by independent grocers in a competitive landscape.

They discuss the significance of building relationships with local producers, the impact of in-store sampling, and the strategies for pricing and product differentiation. Brian shares insights from his experience in the industry, emphasizing the value of customer experience and the need for effective communication in logistics.

Takeaways

1. Innovation in grocery shopping is crucial for enhancing customer experience.
2. Building relationships with local producers can differentiate independent grocers.
3. In-store sampling is a powerful tool for engaging customers and driving sales.
4. Understanding consumer perception of value versus price is essential for success.
5. Trade shows are opportunities for brands to showcase their uniqueness and passion.
6. Effective communication is key to avoiding logistical challenges in retail.
7. Retailers should focus on the story behind products to connect with consumers.
8. Pricing strategies should be based on intuition and market feedback.
9. Successful partnerships require realistic expectations and relationship maintenance.
10. Memorable grocery experiences can inspire new ideas and solutions in retail.

Show Partners

This podcast is proudly supported by TD Business Banking, Fasken, Rhema, Pacific Coast Distribution, Picnic Creative and Benchmark Sixty.

Show Host

SHELFSPACE is produced by Taendem Agency and hosted by Corwin Hiebert.

Show Website

If you like what you hear I would be eternally grateful for a 5-star rating, or better yet a 1-sentence review and a quick share on social. For bonus content and resources from our sponsors, go to ShelfSpacePodcast.com.

In this entertaining conversation, Corwin and Jon discuss the future of food innovation and delve into the exciting (and nerdy) world of water.

Jon shares his insights on deuterium and its implications for health, as well as his passion for promoting Canadian food through his venture, Savour the North. They also explore the challenges of entrepreneurship, culinary adventures on Amazing Race Canada, and the importance of nutrition for families and athletes.

The discussion wraps up with reflections Jon's cultural experiences grocery shopping abroad while training for the Olympics.

Episode Sponsor

The TD Business Banking team is dedicated 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. Learn more at https://www.td.com/ca/en/commercial-banking.

Takeaways

1. Food innovation is evolving, but simplicity is key.
2. Water is a large category with exciting potential.
3. Deuterium levels in water can impact health.
4. Savour the North celebrates Canadian food stories.
5. Entrepreneurship requires resilience and belief in your product.
6. Culinary experiences can be adventurous and local.
7. Family nutrition is influenced by health needs and preferences.
8. Performance nutrition is about balance and personal testing.
9. Cultural experiences in grocery shopping can broaden perspectives.
10. The mind's belief in food quality can impact physical performance.

Show Partners

This podcast is proudly supported by TD Business Banking, Fasken, Rhema, Pacific Coast Distribution, Picnic Creative and Benchmark Sixty.

Show Host

SHELFSPACE is produced by Taendem Agency and hosted by Corwin Hiebert.

Show Website

If you like what you hear I would be eternally grateful for a 5-star rating, or better yet a 1-sentence review and a quick share on social. For bonus content and resources from our sponsors, go to ShelfSpacePodcast.com.

I’m Corwin Hiebert, and I’m going beyond where any foodie has gone before. This is SHELFSPACE—a podcast that explores the universe of grocery through the eyes of food and beverage founders, executives, retailers and industry experts.

These behind-the-scenes episodes are an eclectic exploration that spans the entire cosmos of the food value chain. As diverse as my guests are, it’s important to know that every conversation orbits around one core belief: There is always space in the grocery store for innovation.

My mission here is to inspire and encourage you as a leader and to help you better navigate your CPG rocket ship through the black holes, asteroid fields, and supernova events that define retail success.

One important thing to note about SHELFSPACE is that the focus is on the future. I love to jump right in, so as much as possible, these conversations will look ahead. I will dig into the mysterious musings industry leaders and insiders in the hope of helping you find the insight you need to future-proof your brand. All that to say, you won’t be hearing any long-winded life stories on this show. 

Alongside my corporate partners—TD Business Banking, Fasken, Rhema, Pacific Coast Distribution, Picnic Creative, and Benchmark Sixty—my goal is to make this your favourite grocery industry podcast.

Space Kitty and I are excited that you want to explore it with us. Yep, that’s right, I have a mascot—an astronaut cat—because... well, I wanted to have one, it’s my show, and it’s fun.

The first episode is up next. I’ll see you in the future.