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.

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.

Corwin and Josh discuss the evolving landscape of the grocery and beverage industry, focusing on innovation, consumer feedback, and the challenges of scaling a local brand. They explore the transition from agency life to running a beverage business, the importance of community engagement, and the future of non-alcoholic beverages. Josh shares insights on leadership, team dynamics, and the significance of personal growth amidst the demands of entrepreneurship.

Takeaways:

• The grocery shopping experience has evolved significantly.
• The beverage aisle is diversifying with new trends.
• Agency life doesn't prepare you for the fast-paced beverage industry.
• Consumer feedback is crucial for product development.
• Building a dedicated following takes time and effort.
• Non-alcoholic beverages are finding their place in liquor stores.
• Grocery dynamics are shifting towards local and healthy options.
• Scaling a local brand presents unique challenges.
• Community engagement is key for product validation.
• Personal growth and family balance are essential for leaders.

To learn more about Josh and the GoodLife Brand Collective go here: https://www.goodlifebrands.co/. To learn more about who’s behind this podcast visit https://www.shelfspacepodcast.com/. 

If you’re in the food industry and are looking for support, please consider connecting with one of our sponsors:

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

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 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.

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 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/