How has consumer demand for healthy snacking evolved over the years, and what trends are shaping the industry?
There has been a steady and undeniable shift toward healthier eating, driven by increased consumer awareness and better education.
People are now more informed about what they consume, even when indulging in less healthy options—they do so consciously and with intention.
Alongside this, snacking itself has evolved. Where consumers once turned to candy or chips, healthier snack options have become the norm.
At Taste of Nature Foods, we operate in three key segments: private label manufacturing for grocery retailers, contract manufacturing for other brands, and our own branded products. By covering these areas, we’ve built a business model that supports the broader category, which continues to grow thanks to trends like plant-based eating and the rising demand for protein-based snacks. Approximately 99% of our ingredients are plant-based, and about 65-70% of our products include some form of protein, mostly plant-based. This aligns us with global movements like improving food security and reducing reliance on animal-based protein sources.
How is Taste of Nature Foods scaling its manufacturing capabilities to meet these growing demands?
Rather than scaling up capacity for its own sake, we’ve focused on optimizing what we already have. Our investments have been directed toward enhancing plant efficiency, innovation, and quality assurance. Food safety and quality are critical in this space, and we’ve placed significant emphasis on these areas.
We’ve also prioritized innovation, from R&D to manufacturing processes. This involves creating nutritionally complex products like high-protein, keto-friendly snack bars that meet consumer preferences while maintaining cost efficiency. By innovating both in product development and manufacturing, we’ve built a foundation for sustainable growth.
Your company was recognized in Canada’s Top Growing Companies list. How did you achieve this milestone, and what sets you apart in the market?
Our recognition stems from a strategic pivot when I joined the company in 2019. Historically, Taste of Nature Foods focused on building its brand, which proved challenging in the highly fragmented and competitive healthy snacking category. Instead, we decided to serve the category as a whole, focusing on quality, innovation, and strong partnerships across private label, contract manufacturing, and branded segments.
This approach allows us to benefit from the overall growth of the category without relying solely on the success of our brand. For instance, many products on grocery shelves today are either private label or manufactured by third parties, reflecting a shift in the market. By aligning ourselves with these trends and excelling in manufacturing and product development, we’ve achieved significant growth—500% over the past few years.
What role does innovation play in your company’s success?
Innovation is a cornerstone of our success. On one hand, it involves advanced food science—developing products that balance nutritional goals, like high protein or keto compatibility, with affordability and taste. On the other hand, it’s about refining our manufacturing processes to increase efficiency and explore new product formats.
We’ve invested heavily in R&D to ensure our offerings stand out. For example, creating a protein bar that meets multiple dietary preferences, like paleo or keto, at an attractive price point requires both scientific expertise and manufacturing ingenuity. By combining these efforts, we can deliver innovative products that resonate with consumers.
What is your vision for Taste of Nature Foods in the next 5-10 years?
We aim to continue making products that are good for people and aligned with global consumer trends. Our rapid growth—500% in the past few years—has laid the groundwork for an even more promising future. Despite challenges like COVID-19, which initially impacted our on-the-go product line, we’ve built a resilient foundation by focusing on quality, innovation, and category alignment.
The healthy snacking category has enormous growth potential, and by serving the category as a whole, we’ve positioned ourselves for sustained success. Looking ahead, we see opportunities to expand our global reach, strengthen partnerships, and further innovate in both products and processes.
How does your marketing strategy support your diverse business segments?
Our marketing strategy varies by segment. For our branded products, the focus is on innovation within our core values—organic, non-GMO, gluten-free, vegan, and kosher. We aim to deliver high-quality, healthy snack options while continuously launching new products to meet consumer needs.
In contrast, our private label and contract manufacturing segments rely more on B2B marketing, emphasizing relationship building, trade shows, and direct outreach. These efforts help us connect with partners who value our expertise in manufacturing and product development.
What is your personal journey to becoming the CEO of Taste of Nature Foods, and how has it influenced your leadership?
My path has been unconventional. I started as a Wall Street deal lawyer, transitioned to strategy consulting, and eventually moved into executive roles. These diverse experiences gave me a unique perspective, especially in navigating challenges like COVID-19 and the complexities of a global business.
Today, about 80% of our products are exported, and my international background has been invaluable in managing this global reach. Over time, we’ve built a strong team that shares our commitment to quality, innovation, and growth. Together, we’ve transformed the company into a leader in healthy snacking.
