The Changing Face of Business-

Women’s Impact Only Beginning to be Felt.

By Carly Peters

A grocer’s success often hinges on ensuring what they offer mirrors the community they serve. Increasingly, the industry has recognized this reflective diversity also has benefits in the boardroom.

Women’s, albeit slow, but rising presence at the executive and C suite level has resulted in a positive paradigm shift in not only what leadership looks like but how businesses are perceived and operated. And while unconscious biases (and frankly, some explicit ones) may still hold the glass ceiling partially in place, the current state of the food industry has enough cracks for more women to break through.

“We are going into a golden age of grocery retail for women,” states Diane Brisebois, president and CEO of the Retail Council of Canada. “We have made good strides thanks to forward thinking leaders and so many women that have come before.”

More than 28 years ago, Brisebois was one of those women, taking on her visible role at a time when women were just starting to broach more of the executive space in retail and industry associations. “It certainly took some time for some men to get comfortable with the change, but as younger executives started joining boards there began to be a different outlook on who could take on certain roles.”

Admittedly, many industries, including grocery retail and food, still suffer unconscious biases around what a business leader “looks like” and the traits they hold. A recent report from McKinsey titled Women in the Workforce 2022, noted men tend to be more confident, aggressive, and impulsive, meanwhile, more common female leadership attributes—integrity, balance, competence— don’t have the same dramatic impact. However, when women try to emulate male attributes they’re perceived as bossy, manipulative, or self-centred.

The factors that prompt current women leaders to leave their companies are even more important to the next generation. Young women care deeply about the opportunity to advance—according to the same report, more than two-thirds of women under 30 want to be senior leaders. Young women are also more likely to say they’re increasingly prioritizing company’s commitment to well-being and diversity, equity, and inclusion (DEI). Companies that don’t take action may struggle to recruit and retain the next generation of women leaders.

Brisebois states she is seeing a growing awareness at the C-suite of how diversity adds to an organization’s culture, but the business case is also strong. According to the United Nations Entity for Gender Equality and the Empowerment of Women (UN Women), companies with higher levels of gender, ethnic, and cultural diversity are more likely to outperform their less diverse peers on profitability.

“There’s no question companies see the benefits of diversity; they just have to continue putting it into action,” states Brisebois. “The more women in leadership, the more younger women will strive for those positions. It opens the flood gate.”

Debbie Unick knew she wanted to be the “first female” of something when she started in grocery retail as a teenager. Thanks to her problem-solving skills, empathy, and a “tendency to hold her own,” at the early age of 18, she was offered a management role with a prominent retailer, a first for a female that young. While she continued to hold leadership positions, her ambition for more needed to come with a company shift that offered visible female mentorship and development opportunities.

“I saw that Federated Co-operatives Limited values aligned with mine,” she states, and even though she started back at “the bottom” she moved through to become director of centre store food, the first female to hold the role. Unick was recently appointed to spearhead the new term position of director of ag & consumer business transformation, leading a multi-sector team to complete supply chain and point of sale transformation projects.

While FCL’s development and networking opportunities, including the Women’s Inclusion Network, has helped grow her knowledge and skill sets to take on new challenges, Unick adds the increased visibility of women executives, including the role of CEO being held by Heather Ryan, underscores the company’s commitment to simply choose the best person for the role. “It’s visible acknowledgment that women can do the same jobs as men,” she says. “So my advice for other women is keep pushing; apply for that next level position. If you are a good leader, they will follow you.”

“People are at the heart of every decision, so as a leader, consider the impact your decisions will have on them and seek their input in advance. Understanding others concerns can help you effectively lead and your team will feel heard,” advises Penney McTaggart-Cowan, vice-president of marketing and member experiences for Calgary Co-op.

Even though she is relatively “new” to the grocery industry, McTaggart-Cowan has transferred her decades of consumer research and marketing insight into tangible applications for the member-driven retailer. Her approach to leadership also stems from a collective of mentors over the course of her career who underscored not only putting people first, but being open to taking direction and applying it for the betterment of all.

“Look to other leaders in the organization. Ask for feedback as they can often surprise you by highlighting ‘blind spots,” she states, adding for both women and men, accept that you will make mistakes, but use those and the guidance given with them, to be part of the solution. “Then share your learning with others to improve the situation for the next person.”

For many of Canada’s female-driven food start-ups, the environment and support to successfully get on shelf still has a long way to go. According to a report from the Women Entrepreneurship Knowledge Hub, the proportion of majority women-owned small businesses in Canada has steadily grown to 16.8 per cent in 2020, but despite the increase many still face barriers one of the biggest being access to capital.

Even Arlene Dickinson, one of Canada’s most iconic entrepreneurs, has hit that wall.

“Female entrepreneurs aren’t as successful in raising capital when compared to their male counterparts – an issue which VCs are well aware of but have yet to address. It’s something I’ve personally dealt with and an issue I seek to help resolve,” she states.

Across the country, women-owned businesses receive an estimated four per cent of VC funding. And, since women-owned businesses don’t have the same growth trajectory in comparison to their well-financed male counterparts they are often cut out of financial support because of criteria that weren’t built for their scale of operation.

Additionally, with numerous food an beverage products being born out of home kitchen, the confidence to take life experience and turn it into entrepreneurial success can also be a challenge.

“Sometimes there’s hesitancy or a lack of belief that the things you’ve learned along the way are valuable as it relates to building a business, which is far from the truth,” she states. “Don’t let someone else’s opinion of you, or your business, squander your own beliefs in yourself.”

When Dickinson started District Ventures Capital, a VC fund which invests in food, health, and wellness brands, she was met with criticism and pushback from many-this was even AFTER appearing for eight seasons on Dragons Den. “When I hit minor milestones, I was advised to be content with it and not push the envelope – given what I was trying to do hadn’t been done in Canada yet. If I had listened, I would have regretted it.”

“Because women are short on money and time, you have to be scrappy and savvy with whom you take business advice from,”says Cheryl Appleton, founder of Canadian Women in Food (CWIF). “The entrepreneurial path is to growth is truly about gaining access to the relationships that are going to support me, get me where I want to go, and the rest doesn’t matter.”

Appleton started CWIF in 2014 to provide a national support network for women who operate their own food and beverage businesses.Since then, the social enterprise has grown to 250+ members, from small start-ups to nationally recognized brands, and offers a space for women to learn, collaborate, share resources, and importantly, share their experiences.

“It’s validating to know you’re not alone,” says Appleton, adding it helps build perspective when you’re able to see the broader landscape.

One of the CWIF’s biggest boons is offering members quick and easy access to partners that want to work with women-led businesses. “For those that get it-they love it. To think of women-led businesses as small, is a mistake. Many turn their start-ups into national and global brands. And even for those business that might be small, they are still mighty.”

In it Together

Western Grocer asked some of the country’s leading female entrepreneurs, business owners, and industry execs to share their career triumphs, trials, and tips for other women in the food industry:

Lori Joyce is no stranger to building a successful business. The B.C. entrepreneur co-founded Cupcakes, the world’s first cupcake-only bakery, which spawned country-wide franchisees and a Gemini awarding-winning reality T.V. show. But even with her proven capabilities, she still had to push for capital to start Betterwith Ice Cream.

“People might be surprised how little things have progressed for female entrepreneurs especially in the CPG industry. Unlike retail, things are exponentially harder for women based on gender alone,” she says, pointing out businesses run by women are extremely undercapitalized and statistically only stand a two per cent chance of getting funded. “This is unfortunate considering that women founders have had such strong track records of success with proven high ROIs. This issue has definitely hindered growth for us and for so many others.”

Her suggestion for women entrepreneurs entering the industry is, “First, make sure that your amazing product makes real business sense on paper with a rock-solid business plan and big margins. You have to be able to raise capital from this and raise double what you need. And then, get to work. Work like everyone is watching.”

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When Liz Long, co-founder of Humble Seedz, is pitching her plant-based dairy-free Cheeze and Dipz to potential retailers, she’s reassured in the knowledge that she’s also the target audience. “I know that 80 per cent of our sales are to women. We make a lot of household buying decisions. So, who better to suggest you should stock this product in your store?”

Knowing the food industry has been a huge advantage for the entrepreneur who’s been in it for 30 years, but so has her own personal experience. “Being a woman, I buy for my family, and the first thing I asked myself is, would I feed my kids my product?”

Humble Seedz is currently stocked in 400 stores across Canada. Long points to the fact the brand offers a real point of differentiation from other plant-based products–their use of Canadian sunflower seeds instead of nuts and soy–and urges other entrepreneurs to consider what makes their product unique before trying to break onto shelves.

“Do your research and find something that the market needs, that the market wants. Be a solution, not just another sku.”

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Krista Harris, owner of B Jack Farms, is proud to not only produce food for people in B.C. but to be part of a progressive industry – egg farming. “There’s a misconception that it’s the old man farmer, when in fact farming is such a family occurrence,” she says, pointing to her own egg operation which is run with the help of her wife, sister, and brother-in-law. “There’s no limit from gender. It’s what skill set can you bring to the table.”

This is in stark contrast to her day job as a firefighter, where she’s often the lone female in the field. “In my experience farming is really 50/50,” she says, adding there’s also great women representation on the province’s egg board and poultry EOC, which has provided ample mentorship as she’s navigated a growing operation in the face of challenges, such as flooding, heat domes, and the avian flu. “I’m very appreciative of their time, and we all are thankful to the generations of women before us who have created a progressive industry.”

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Mandi Zolkowski has always placed a high value on transparency. It’s one of the reasons she’s the founder and CEO of Blume Natural Sales and Marketing, a leading natural products brokerage that helps innovative, ethical, and natural brands who have nothing to hide on their labels, get into the hands of Canadians.

It’s also been a been a personal trait that has served her well as a female entrepreneur. “I’ve never felt like I had to be anything but myself,” she states. “But as I built my business, there were moments I wondered whether doors would have opened faster for me if I were a man.”

She didn’t let that slow her down. Zolkowski drew from her 18 years of experience and pushed forward with a commitment to growing her company with integrity.

“I also found the right mentors and clients to find success. As an entrepreneur, I have learned that you need to have mutual respect with employees, industry partners and clients who you do business with in order to succeed.”

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From “hogs” to bison, Kelly Long has forged her career by never turning away from a challenge. When the former sales and marketing lead for Harley Davidson found herself living on a bison ranch during the early 2000s economic downturn, she set her business sights on moving the operation beyond farm gate food. Since then, Long has been at the forefront of suppling the protein to markets across Canada and Europe as owner and chief executive officer of Noble Premium Bison, one of the largest bison production companies in North America.

In both motorcycles and meat, Long states part of her success has been built on seeking out mentors and even competitors, in order to share experiences and problem solve. “As an entrepreneur, you always need to keep learning, to take the blinders off. Find other women to lean on and stay engaged with. You will never know it all.”

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In a cupcake world, be a cookie. It’s a simplified way of explaining how Kathy Leskow, CEO of Confetti Sweets, has built her notable confection career. After eight years of baking specialized cookies out of her kitchen, Leskow started her first store in 2014; a time when female entrepreneurs often hit roadblocks with landlords and bankers who didn’t take their business seriously. “Plus, I was setting up a cookie shop when everyone was into cupcakes,” she laughs. “But when people tell me ‘no’ I work twice as hard to prove them wrong.”

They were. Along with their staple storefront, Confetti Sweets now boasts a cookie mix, stocked in stores across Canada. It may seem like success was a long time coming, but Leskow states this slow, smart growth model is one she’d impart to other entrepreneurs, particularly women who often feel they need instant success to prove themselves. “Don’t try to be everywhere right at the start. It’s better to serve 20 stores well versus serving 50 stores poorly.”

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Even after 25+ years in the industry, Marjorie Everett, director of sales—Western Canada for Keurig Dr Pepper (KDP) Canada, is still passionate about food.

“The food industry is dynamic and fast paced. There are always new challenges, new ways to problem solve and overcome. With a positive mindset, anything is possible,” she states.

The shift she’s most excited to see is the increase of women in leadership positions; something that was lacking when she started. She points specifically to KDP Canada which has aimed to, and already exceeded, increasing female representation in director+ roles by 25 per cent by 2025.

This, she says, is not only good for mentoring other women coming up in the food industry, but also provides the opportunity for women within positions of influence to stand together and support one another.

“Take a moment to step up and speak up. Don’t be afraid to stand in your power.”

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When others zigged, Kristi Knowles, CEO of Mother Raw, zagged. Whether it was initiating company-wide projects, putting her hand up to lead complex commercialization projects, or creating a completely new role for herself within corporate structures, she’s made a point to use, and push, her experience to learn and lead.

At the helm of the natural dips, dressings, and condiments company, Knowles has grown Mother Raw from seed to a store count of over 7,000, while honouring the vision and product concept of founder Michelle Kopman. However, she is equally as proud to have built an incredible team of 20+ employees who are passionate about making unprocessed, nutrient dense food available to all.

For women looking to find their own place in the food industry, Knowles suggests creating a clear picture of your personal brand – who you are, what you’re best at, and how to apply your talents. “Get comfortable repeating your story to yourself and others until it is so clear that you say it and believe it without hesitation,” she states. “Within the food industry, there are so many amazing career paths. Build your network and really explore the options to figure out where your personal brand will most apply.”

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At the start of her 35+ years in the food industry, Sofia Thompson, Director of Sales for Kraft Heinz, often stood alone. As one of the first female sale representatives for the company, she had to navigate many gender biases within the food industry. Unlike today, there were few female role models for up-and-coming women, and even fewer support systems. Understanding the importance of visibility, but also community, Thompson has built a foundation of coaching throughout her career.

“When I discovered other women to network with, it gave me confidence that I wasn’t alone and had allies,” she says, adding she encourages women to seek mentors in and outside the food industry. “Often you find their challenges are similar and you can learn from each other. It’s important to source diversity of thought to help problem solve. This is one of the values we hold at Kraft Heinz. This mindset ensures we are challenging each other to be better, think differently, and do better.”

With the women she mentors, whom she proudly states have gone on to be VPs or company owners, Thompson asks them to map out a career path plan. “It’s essential that we think about where we want to be in one, three, and even five years in order to develop a plan that aligns with your values and helps build the skills needed to get you there.”

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“I think female entrepreneurs are accelerating the food business,” says Trudi–Ann Webster, vice-president of Thrive Provisions, and “head smarty” of Smarty Creative Consulting, which focuses on getting natural food brands ready for retail.

She points to women’s natural tendencies to listen and adapt as a core strength in business, particularly when it comes to attracting customers. “When I started in grocery, decades ago, it was simply if you put it in flyer or have a coupon – it will sell. Now, business owners have to be willing to share their personality, their story, and engage in conversations with the consumer directly through social media,” says Webster, citing Instagram, TikTok, and Facebook as the best ways for women-led businesses to get a sense of what customers want from their brands.

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What makes you different from the rest of your competitors? It’s a question any entrepreneur needs to ask them self, and have a good answer for, ahead of approaching retail partners, explains Tiziana Ienna and Tara Gilbert, co-founders of Zazubean Organic Chocolate.

“Starting with a unique concept is always helpful, but then do your homework. Research your product, your competition, your market, pricing, margin, and importantly, know your unique selling proposition,” says Gilbert.

This is something the pair knew they had when launching Canada’s first organic fair trade functional chocolate. Since then, they’ve continued to innovate and differentiate within the category to not only meet market demand but stay ahead of it – developing the world’s first fair trade coconut sugar chocolate, offering a completely vegan holiday line, and creating the first 100 per cent organic, no sugar added chocolate line featuring oat “milk.”

“It is important to recognize when circumstances and the environment has changed,” says Gilbert. “Be ready and willing to pivot.”

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In just over eight years, Melinda (Mel) Divers, CEO and founder of Moonshine Mama’s, has gone from selling her small-batch elixirs on Facebook and hand delivering to customers on Salt Spring Island to prepping pallets of the products to send across Canada, and soon, to the U.S.

The B.C. entrepreneur had a background in business, owning a clothing store and landscape service, but she admits she wasn’t fully ready for flipping to food. “I have made my share of mistakes,” she laughs, adding her love for problem solving coupled with a lot to networking and building a team that supplemented in the skills she needed, helped move Moonshine Mama’s forward.

While mistakes are valuable learning tools, Diver suggests female entrepreneurs take the time to really do the foundation work of their business before launch-from knowing your numbers to nailing your labels. “There’s a difference between evolving and having to fix things. One is setting you backwards, while the other moves you upwards. Always be determined to go upwards.”

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In her 20+ years of grocery sales and marketing, Sonya Aquilina, Vice-President of Sales for Balzac’s Coffee Roasters, has worked for some of the biggest names in the business. But what drew her to the Ontario-based brand, along with its commitment to sustainable and ethical sourcing, was the company’s leadership.

Balzac’s began as woman-founded business, with humble beginnings as a coffee cart in 1993. Now in its 30^th anniversary year, the Balzac’s experience is available to all Canadians online and in-store thanks in part to the leadership of CEO Christine Cruz-Clarke alongside Aquilina’s sales and marketing expertise.

“She has such an incredible reputation within the industry with so many leadership qualities I admire,” says Aquilina, adding the most successful women in business she’s encountered are those who are collaborative, have a direct approach to business, and want to create success for all involved.

Along with being vocal about ambitions and goals, she states women leaders — along with those who aspire to be — should be equally vocal about their successes.

“I think a lot of women shy away from genuinely celebrating their achievements. We need to be prouder of what we’ve done and what we’ve accomplished.”

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If you work in grocery, you’ve most likely had a call from Robin Bradley or Melanie Houssin, associate publishers for Western Grocer magazine. For over two decades, the pair have played a critical role ensuring one of Western Canada’s oldest publications reflects a relevant voice for the industry.

Increasingly, that has meant amplifying female entrepreneurs, women-driven businesses, and retail leaders in the magazine’s pages; paralleling the paradigm shift that has had a positive effect on grocery.

“Having more women owners and leaders within the industry has led to businesses being run differently and more collaboratively. It’s a proven fact that a diverse workforce is beneficial as it allows businesses to draw upon the collective knowledge and experiences from each person’s unique perspective,” states Houssin.

“I feel it is greater common knowledge now that women bring so much to the table in business,” adds Bradley. “And while there’s still a significant amount of work to be done, I think the future is bright for women as leaders in the food business.”

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