Aisle 42 – Détails, épisodes et analyse

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Aisle 42

Ethical Food Group | Corwin Hiebert

Arts

Business & Entrepreneuriat

Forme & Santé

Fréquence : 1 épisode/11j. Total Éps: 56

If you give a damn about the food you eat and how it's made then you’ll love Aisle 42—where we take a deeper look at what’s inside our shopping carts. Go behind the scenes of the food and beverage industry with Corwin Hiebert (Ethical Food Group) as he talks with mission-driven founders, retailers, and experts about fixing our broken food system and redefining the future of the grocery store, where the organic section is gone and the aisles are filled with sustainable food that's good for people and the planet.

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https://www.ethicalfoodgroup.com/.
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https://www.instagram.com/madewithlocal
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Arzeena Hamir | LUSH Valley

Saison 2 · Épisode 56

lundi 23 juin 2025 • Durée 22:12

In this episode we chat with Arzeena Hamir, a dedicated farmer, community leader, and advocate for local food systems.

Arzeena shares her journey from studying crop science and working internationally to settling into a rural community and owning an organic farm.

We dive into the challenges and nuances of small-scale farming and we discuss cooperatives, ecological practices, profitability, and the consumer obsession with perfect-looking produce.

To learn more go to: https://lushvalley.org/

To learn about how we scale food brands go here: https://www.ethicalfoodgroup.com/

Note: File updated June 24, 2025 (there was a tech issue at the end, sorry - delete and re-download if it doesn't do it automatically).

Here's a summary of this interview:

Arzeena’s big food system wish: permanent policy-based support for local food procurement in public institutions.

She has a rich background in international agricultural development and now owns Amara Farm in BC.

Food security, to Arzeena, means consistent access to affordable, healthy food for all Canadians, regardless of location or season.

She runs a cooperative marketing initiative, helping five farms share resources, reduce costs, and access markets more effectively.

Arzeena sees cooperative farming as key to sustaining small farmers, offering shared infrastructure and collective marketing.

She believes scaling cooperatives should be driven by farmer needs, not just the drive for bigger operations.

Challenges in vegetable farming: balancing regenerative practices with the reality of labor-intensive costs and market pricing.

Arzeena encourages consumers to embrace “ugly” produce, focusing on flavour and nutrition over appearance.

She critiques the consumer preference for perfect-looking produce, calling for more support for local and organic farmers.

She sees a deep, physical, and spiritual connection to the land through locally grown food, highlighting the importance of knowing your farmer and the soil it grows in.

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Mitchell Scott | CULT Food Science

Saison 2 · Épisode 55

lundi 16 juin 2025 • Durée 27:11

Thanks for listening to Aisle 42, in this episode we chat with Mitchell Scott, CEO of Cult Food Science, to explore the cutting edge of cultivated and lab-grown foods.

We dive into the promise and challenges of cellular agriculture, including cultivated meats, seafood, and innovative uses of mushroom-based proteins.

Mitchell explains the science behind bioreactors, the regulatory and market hurdles, and the growing demand for ethical, sustainable protein alternatives.

Throughout the conversation, Mitchell shares his passion for building a future of food that’s delicious, safe, and environmentally sustainable.

To learn more go to https://www.cultfoodscience.com/ and https://www.thebetterbutchers.com/.

To learn more about how we scale food and beverage companies go to: https://www.ethicalfoodgroup.com/

Here's a summary of this interview:

Mitchell is excited about the potential of cultivated and lab-grown meat to revolutionize the food system and reduce reliance on factory farming.

Cellular agriculture involves taking animal cells and growing them in bioreactors to create real meat, milk, or even chocolate without harming animals.

Cult Food Science has invested in 19 portfolio companies, giving investors access to early-stage opportunities in cultivated foods.

The regulatory landscape varies globally: Singapore leads with early approvals, while Canada’s process is more complex and slower.

Mitchell’s mushroom-based company, The Better Butchers, launched a mushroom-pea protein blend that’s in high demand.

Cultivated fat is seen as a key piece to improving the taste and texture of plant-based foods—prototypes are already in the works.

Mitchell sees Europe, Israel, and Singapore as major hubs for cultivated protein innovation.

The conversation also touches on the future of cultivated seafood and the significant role of food safety in lab-grown products.

Jasmine Byrne | Big Mountain Foods

Saison 2 · Épisode 54

mardi 10 juin 2025 • Durée 32:39

In this episode of Aisle 42, we chat with Jasmine, co-founder of Big Mountain Foods, about the brand's journey, family culture, and mission to make allergen-free, plant-based foods that are healthy and delicious.

Jasmine talks about shifting from mental health work to building the brand with her mom, as well as the challenge of getting kids to love healthy food.

We also dive into their product lineup, how they're growing in Canada and the US, and the tricky reality of profitability in food manufacturing. AND Jasmine shares how they're reusing byproducts like Okara and working towards a circular economy.

Learn more at https://bigmountainfoods.com/.

Want help scaling your food or beverage brand? Learn more at https://www.ethicalfoodgroup.com/.

Here's a summary of this interview:

Jasmine’s vision for the future of food: Healthy eating should be the norm, starting from childhood, rather than an exception.

The unique family dynamic at Big Mountain Foods, working alongside her mom who’s a talented chef.

The challenges of scaling a plant-based food brand, including supply chain pressures and mental health burnout.

How the brand evolved from a tiny cafe veggie patty to today’s wide lineup, including innovative products like fava bean tofu.

Insight into the allergen-friendly market and the shift from “what’s not in it” to “what’s in it” storytelling for consumers.

The hurdles and opportunities of entering the US market, including faster adoption of regenerative and organic claims compared to Canada.

Jasmine’s take on profitability in CPG—acknowledging that until you reach $20M in sales, profitability remains a steep climb.

How the brand’s nimbleness and collaborative network led to a lightning-fast launch of their new roast product at Costco.

Sustainability initiatives: upcycling tofu byproducts like Okara back into their products, and exploring uses in other industries like biofuel.

Dominic Dubé | Evive Nutrition

Saison 2 · Épisode 53

jeudi 1 mai 2025 • Durée 21:40

In this episode I chat with Dominic (Doobey) co-founder of Evive (eh-VIEV) Nutrition, a brand that’s redefining convenience with nutrient-dense, whole-food-based frozen smoothie cubes and innovative plant-based products.

Dominic is tackling one of the biggest issues in the grocery industry—ultra-processed foods—by making it easier than ever to enjoy real, whole ingredients without sacrificing convenience.

From expanding into new product categories like frozen smoothie bites and pops to rethinking sustainable packaging and direct-to-consumer strategies, Dominic shares how their brand is growing while staying true to its mission.

To learn more go to https://evivenutrition.com

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com

Here’s a summary of this interview:

Ultra-Processed Food Awareness is Growing – Dominic sees a major shift away from ultra-processed foods as consumers demand healthier, more natural options.

Evive Nutrition’s Mission – Founded in 2015, the brand creates nutrient-dense, frozen smoothie cubes that require no blender, making healthy eating convenient.

Expansion into New Products – Beyond smoothies, Evive Nutrition has introduced smoothie pops for kids and is launching smoothie bites dipped in dark chocolate.

Superfoods for Maximum Nutrition – Ingredients like spirulina, baobab, moringa, and camu-camu are used instead of synthetic vitamins to boost nutrition.

Sustainability Challenges & Solutions – Originally using compostable packaging, Evive Nutrition shifted to plastic for product quality but is now pursuing plastic-neutral certifications.

Retail Growth & Private Label – the brand is expanding through innovative products, private label deals with retailers, and strategic partnerships.

Direct-to-Consumer (DTC) is Making a Comeback – After a dip in 2022-23, DTC sales are rising, enabling faster innovation and direct customer relationships.

Jud Currie | Ethical Food Group

Saison 2 · Épisode 52

jeudi 17 avril 2025 • Durée 32:18

This episode is a special one as it explores the future of grocery through the eyes of a speed to market specialist… some even call him the anti-broker.

I’m chatting with Jud Currie, Ethical Food Group’s very own retail and sales leader and you’re going to love this conversation.

Jud’s storied career includes category-leading work with major brands like Colgate-Palmolive, McCain and Love Child Organics. Now he’s driving better-for-you products onto shelves across North America as a part of our EFG family and I’m thrilled to have him on the show.

We unpack the real art of retail: from winning at the shelf to pitching buyers to what makes a brand truly retail-ready. Jud shares how he helps founders build trust with buyers, and why he believes every grocery aisle is ripe for disruption.

To learn more Jud Currie how we help food and beverage brands get to market faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

Jud's food system wish: A return to simpler, nutrient-dense products with short ingredient lists—like the kind his 99-year-old grandmother lived on.

Anti-broker mentality: Jud positions himself as part of the brand’s team, not just a middleman—focusing on fewer clients, deeper involvement, and faster execution.

Past brand wins: He launched and grew Love Child Organics—a disruptive baby food brand that helped shift the market toward organic pouches.

Winning at the shelf: Retail success comes from understanding pricing, positioning, and what makes a product truly different in its category.

Pitch strategy: Forget 30-slide decks—buyers want three things: who you are, how you're different, and how you’ll execute.

Category expertise: Jud agrees that founders should know their category better than the buyer—they should walk in ready to teach, not just pitch.

Data vs. intuition: He values clean, essential data like item ranking reports but warns against drowning in analytics that don’t drive strategy.

Jonathan Ferrari | Goodfood

Saison 2 · Épisode 51

mardi 8 avril 2025 • Durée 26:56

In this episode I’m joined by Jonathan, co-founder of Goodfood, a Canadian meal kit pioneer that’s helping thousands of households cook fresh, high-quality meals with locally sourced ingredients.

From tackling food waste to cheerleading Canadian farmers and producers, Goodfood is more than just a meal kit company—it’s redefining how Canadians engage with their food.

We discuss the shift toward more local and sustainable sourcing, how meal kits help reduce food waste, and why affordability is key to expanding access to organic and premium ingredients. AND, we dive into the company’s recent acquisition of Genuine Tea and their plans for future retail expansion.

To learn more go to https://www.makegoodfood.ca/

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

The Power of Local Sourcing: Jonathan emphasizes the need for stronger Canadian supply chains, working with 80+ farmers and producers to reduce reliance on imports and ensure fresher ingredients for customers.

Personal Passion for Organic & Sustainable Food: Becoming a father changed Jonathan’s approach to food, leading him to prioritize organic meats, pesticide-free produce, and clean ingredients in Goodfood’s meal kits.

Scaling a Meal Kit Empire: Since launching in 2014, Goodfood has grown to serve over 100,000 households weekly, delivering 15 million meals a year across Canada.

Reducing Food Waste with Meal Kits: By delivering perfectly portioned ingredients and ordering on a just-in-time basis, Goodfood prevents significant waste compared to traditional grocery shopping—where, for example, 76% of bagged lettuce goes uneaten.

The Art & Science of Recipe Development: From family-friendly classics to premium artisan meals inspired by Michelin-starred chefs, Goodfood caters to a broad range of dietary preferences, including gluten-free, paleo, and plant-based options.

The Competitive Meal Kit Landscape: As the industry has consolidated in Canada, Goodfood has become one of only two national players alongside HelloFresh, reflecting its staying power and consumer demand.

Michael Lines | SimplyProtein

Saison 2 · Épisode 50

mercredi 2 avril 2025 • Durée 29:15

In this episode I’m joined by Michael Lines, CEO of SimplyProtein, a brand making waves in the better-for-you snacking space with their approachable, high-protein, plant-based products.

With the rise of protein consumption trends, including the impact of GLP-1 medications and consumers seeking clean, functional foods, SimplyProtein is proving that better nutrition doesn’t have to come at the cost of taste or accessibility.

Michael and I chat through his teams’ dedication to organic food making, their B Corp certification, how they are connecting their mission to their brand, and even the unexpected success of their plant-based protein tortilla chips.

To learn more go to https://simplyprotein.ca/

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

The Future of Food is Personalized Nutrition: Michael sees a future where food is no longer confusing for consumers, thanks to innovations in personalized nutrition that tailor dietary choices to individual health needs.

Simply Protein’s Mission & Growth: Originally known for its protein bars, SimplyProtein has expanded into ready-to-drink shakes, indulgent snacks, and its most successful innovation to date—plant-based pea protein tortilla chips.

The Wild Success of Protein Chips: SimplyProtein’s tortilla chips have quickly become their top-rated product on Amazon, exceeding expectations in both Canada and the U.S., proving that consumers want high-protein snacks that don’t sacrifice taste.

Cracking the Competitive Chip Aisle: Entering the snack aisle is notoriously difficult, but Michael credits the rising consumer demand for protein-rich foods and retailers actively carving out shelf space for better-for-you options as game changers.

GLP-1 Medications & the Protein Boom: The rise of weight-loss drugs like Ozempic has fueled a massive shift toward protein consumption, making digestible, plant-based options even more critical for consumers struggling to meet their nutritional needs.

Jordan Schenck | Flashfood

Saison 2 · Épisode 49

mercredi 2 avril 2025 • Durée 30:07

In this episode we’re tackling one of the most pressing issues in the grocery industry—food waste and accessibility—with a guest who's making a real impact. Jordan, President & COO at Flashfood and former head of global marketing at Impossible Foods, joins us to discuss the massive opportunity to rethink how we distribute, consume, and value food.

Our conversation explores the surprising ways people are embracing the food rescue movement, how grocery stores are adapting to reduce shrink, and why cultural shifts, like the rise of vintage fashion, might hold the key to changing the way we think about food waste.

To learn more go to https://flashfood.com/

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

The Biggest Opportunity in Food: Jordan highlights the urgent need to optimize food distribution before focusing on adding more to the system—ensuring that what’s already produced reaches consumers.

Reframing Food Security: Traditional metrics focus on caloric intake rather than nutritional value. Flashfood aims to change that by prioritizing access to fresh, high-quality food at a fraction of the cost.

Flashfood's Role in Reducing Waste: The app helps consumers buy groceries nearing their best-before dates at deep discounts, preventing high-quality food from ending up in landfills.

Retailer Benefits: Grocery stores working with Flashfood not only reduce waste but also increase foot traffic, as app users visit stores 1.1 times more per month than average shoppers.

Lessons from Impossible Foods: Jordan shares how Impossible’s marketing success came from understanding cultural tailwinds—specifically, how chefs became the "rockstars" of food culture.

Changing Consumer Habits: Flashfood is encouraging a shift in shopping behavior, making food rescue fun and accessible, while also helping families save hundreds of dollars a month.

Viral Marketing Wins: The Flashfood team uses humor and curiosity—like their viral video about duct-taping eggs inside the fridge—to engage consumers and shift perceptions around food waste.

Laura Simonson | Virchew

Saison 2 · Épisode 48

mercredi 19 mars 2025 • Durée 24:33

This episode is all about happy, healthy dogs thriving on a plant-based diet! Yep, vegan dogs are a real thing and you’ll be glad you learned why.

I chat with Laura, founder of Virchew, a Vancouver-based brand pioneering plant-based, hypo-allergenic dog food.

Laura shares her vision for transforming pet nutrition with a product that not only nourishes dogs but also helps alleviate common health issues like allergies, digestive problems, and skin conditions.

We dive into the research and development process behind Virchew, including their collaboration with veterinarians and nutritionists to ensure the formula meets all essential dietary requirements. The result? A first-of-its-kind, rehydratable plant-based dog food designed to support the long-term health of the dogs we love!

To learn more go to https://virchew.com/

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

Virchew’s Mission – Laura Simonson aims to revolutionize pet food with a plant-based, hypoallergenic diet that supports dog health and reduces common veterinary issues.

Health Benefits – Virchew’s formula helps address digestive problems, skin conditions, and allergies commonly linked to traditional kibble diets.

Development & Research – The product was developed with the guidance of veterinary nutritionists to ensure a complete and balanced diet that meets industry standards.

Unique Product Format – Unlike kibble, Virtue is a rehydratable plant-based diet that offers the benefits of a wet food while maintaining convenience.

Ingredient Transparency – The formula includes pea protein, hemp, oats, potatoes, and nutrient-rich ingredients like golden algae for optimal nutrition.

Veterinary Approval & Consumer Testimonials – Many veterinarians support the product as a hypoallergenic alternative, and pet owners report significant improvements in their dogs’ health.

Ian Gladue | Mitsoh

Saison 2 · Épisode 47

jeudi 13 mars 2025 • Durée 46:07

Now, this conversation is not for the faint of heart.

It’s a powerful and deeply personal look into Ian’s raw and profound path—one that starts and ends talking about Mitsoh’s delicious pemican strips (available in a grocery store near you)

but it’s the middle part, his telling of his turbulent past and inspirations along the way, that will have you glued to your ear buds.

Ian’s vision goes beyond sharing authentic Indigenous food;

it’s about reclaiming cultural identity, creating opportunities for his community, and becoming the best human he can be.

Let’s get into it. And just a heads-up—this episode is not family-friendly.

The future of food starts f*** right now.

To learn more go to https://www.mitsoh.com/.

To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.

Here’s a summary of this interview:

Call for Indigenous Representation in Grocery Stores – Ian advocates for a dedicated Indigenous food category in mainstream retailers to celebrate First Nations culture and cuisine.

Mitzoh’s Mission – The brand focuses on restoring and sharing traditional Indigenous foods, such as dry meat and pemmican, which predate colonial influences in Canada.

Overcoming Adversity – Ian’s journey includes homelessness, incarceration, and struggles with addiction before finding his calling in food entrepreneurship.

A Passion for Cooking – From childhood, Ian had a love for cooking, which eventually helped him transition from street life to building a successful food business.

Indigenous Foods in Mainstream Markets – Starting with a small food cart, Ian navigated challenges to scale Mitzoh into major retailers, proving the demand for traditional Indigenous foods.

Innovation in Indigenous Cuisine – Mitzoh is expanding its product line with pemmican bites, cranberry-infused variations, and a new push for traditional Bannock in mainstream stores.

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