My Journey
My professional journey began at the age of 15 after reading Diet for a New America by John Robbins. As the heir to the Baskin-Robbins fortune, Robbins made the extraordinary decision to walk away from his family’s business to advocate for a healthier, more compassionate, and more sustainable way of living. His story inspired me then and still does.
His insights into the relationships between food, health, environmental sustainability, and animal welfare transformed the way I viewed the food industry. Learning about the consequences of factory farming, the connection between diet and chronic disease, and the importance of responsible food production shaped both my personal values and my professional aspirations.
That experience sparked a lifelong passion for the natural food, nutritional and health products industry. I knew I wanted to dedicate my career to supporting companies whose products genuinely improve people’s lives while respecting the health of our communities and the planet. More than three decades later, that original inspiration continues to guide every business relationship and opportunity I pursue.
My Professional Expertise
I help food brands translate strong ideas into commercially successful businesses through clear strategy, disciplined execution, and a deep understanding of the Canadian retail marketplace.
With more than 30 years of experience across the natural, organic, nutritional, premium, and specialty food sectors, my background spans business planning, sales leadership, brand development, product commercialization, and retail execution.
I have worked at both the head-office and store levels, leading product launches, promotional programs, merchandising initiatives, and distribution growth strategies. By aligning manufacturers, distributors, brokers, and retailers, I help turn business objectives into coordinated action and measurable results.
My strength is connecting strategy with execution—identifying the right opportunities, setting clear priorities, and building the partnerships required for sustainable growth.
Professional Philosophy
Every brand has its own strengths, ambitions, and challenges. I believe effective strategy must reflect those realities while remaining commercially focused and practical.
My approach combines thoughtful analysis with extensive marketplace experience. I work collaboratively with business owners and leadership teams to strengthen positioning, expand distribution, improve retail execution, and build long-term market presence.
I believe lasting success is built through sound judgment, accountability, and strong working relationships. My role is to help brands make informed decisions, pursue meaningful opportunities, and achieve sustainable commercial growth.
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