SHELFSPACE

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.

Benjamin 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.

• The dark realities of the modern grocery supply chain and the human cost of cheap food
• Why certifications and audits often fail to deliver what consumers think they're buying
• The paradox of a massive industry that resists innovation at nearly every turn
• Food waste, sustainability, and the systemic forces that keep both entrenched
• Seafood as a case study in opacity, ethics, and consumer choice
• Food as a Veblen good — how what we eat has become a signifier of status and self-expression

• 00:00 — Innovations in grocery shopping
• 02:45 — From yoga to groceries: a journey of discovery
• 06:58 — The dark side of the grocery industry
• 14:30 — The role of certifications in food safety
• 17:38 — Future chapters: what's next for groceries
• 22:21 — Reflections on seafood and consumer choices
• 26:22 — Surprising feedback and industry insights
• 30:20 — Memorable grocery experiences

Benjamin 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.

Thank 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/

We're back in the brewery and this time we're talking to Joshua Counsil from Good Robot Brewing Company in Halifax, Nova Scotia to explore how founder-led content, high-stakes branding and resilient support networks are reshaping the CPG landscape.

From the evolution of the non-alcoholic category to the "candy revolution," this conversation dives deep into the strategies that help emerging brands scale and turn routine consumption into meaningful experience.

Learn more about Joshua's brewery at https://goodrobotbrewing.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.

This episode with Joshua Counsil is brought to you by:

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

And show sponsors also include:

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 interview, Brittany Kroetsch shares insights into retail merchandising, the importance of relationships, innovative tech solutions, and strategic planning for brands aiming to succeed on store shelves. Discover practical tips for brand growth, store engagement, and navigating the complexities of retail success.

Key takeaways:

• Retail merchandising and store execution
• Relationship building with retail managers and staff
• Innovative technology for inventory and shelf management

To learn more about Brittany and the Hive team, visit:

https://www.hiveretailsolutions.com/

SHELFSPACE is proud to have an out-of-this-world team of corporate partners:

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/

For more information about this podcast go to https://www.shelfspacepodcast.com/. 

In this episode of SHELFSPACE, host Corwin Hiebert sits down with collaborator and friend Joe Lyons-Rising to explore the intersection of data, technology, and human behaviour in the grocery industry. With over two decades of experience in market research, category management, and shopper insights, Joe shares why the most successful emerging brands aren't just chasing tech—they are mastering the foundational 'boring' basics.

They discuss the danger of "data overload" and how brands can cut through the noise by shifting from overwhelming spreadsheets to concise, compelling stories that respect a buyer's limited time. Joe also provides a look into the future of real-time shopper feedback and the transformational impact of experiential retail.

Key Takeaways:

• The Future of Shopper Insights
• The Importance of Foundations
• Combatting Buyer Overwhelm
• Storytelling as a Competitive Edge

To learn more about Joe's work, visit: https://www.datagivesback.com/

SHELFSPACE is proud to have an out-of-this-world team of corporate partners:

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/

For more information about this podcast go to https://www.shelfspacepodcast.com/. 

In this conversation, Corwin Hiebert and Jim discuss the intersection of the restaurant and consumer packaged goods (CPG) industries, exploring food innovations, the lessons that restaurant leaders can impart to CPG leaders, and the challenges both sectors face, including rising costs and data management. They delve into the disconnect between chefs and food manufacturers, the importance of creating unique consumer experiences, and the impact of mental health on food industry professionals. The discussion also touches on the role of Michelin ratings in shaping restaurant reputations and the need for a balanced approach to work and life in the food industry.

Takeaways

1. There's a significant opportunity for high-end restaurants to reach broader audiences through grocery stores.
2. Translating restaurant success to grocery is challenging but possible with the right strategies.
3. Data management is a critical gap in both restaurants and CPG sectors.
4. Chefs often lack the time to collaborate with food manufacturers due to their demanding schedules.
5. Consultants can help restaurant leaders optimize their operations and decision-making processes.
6. Aspiring food consultants should focus on defining their service model and demonstrating ROI.
7. Innovation in restaurants can be quicker due to fewer barriers compared to larger food companies.
8. Rising food costs are forcing restaurants to make tough decisions about pricing and portion sizes.
9. Consumer preferences are shifting, with grocery stores offering premium products while restaurants struggle with pricing.
10. Creating unique experiences can help CPG brands stand out in a crowded market.

To learn more about our sponsors please visit them online:

TD Business Banking, Fasken, Rhema, Pacific Coast Distribution, Picnic Creative and Benchmark Sixty.

In this engaging conversation, Corwin Hiebert and Karen Proud discuss the newly implemented Grocery Code of Conduct in Canada, which aims to create a fairer marketplace for suppliers and retailers. Karen explains the origins of the code, which was inspired by similar initiatives in the UK, and highlights the importance of addressing market imbalances that have historically favoured larger players in the grocery sector. The discussion delves into the negotiation process that led to the code's creation, emphasizing the need for transparency and fairness in supplier-retailer relationships. Karen also outlines the mechanisms in place for addressing complaints and ensuring compliance with the code, which is designed to foster a more equitable business environment.

Takeaways

1. Easier access to information would be a great innovation.
2. The code aims to improve transparency and certainty.
3. We want to work with the industry to drive compliance.
4. Good faith is a legal standard defined in the code.
5. The code addresses supply allocation issues for independent retailers.

Learn more about how our sponsors help food and beverage businesses grow: TD Business Banking, Fasken, Rhema, Pacific Coast Distribution, Picnic Creative and Benchmark Sixty.