In Conversation With Bruce W. Cole

Bruce W. Cole

In Conversation with Bruce W. Cole is a weekly podcast that brings together the voices shaping the future of Canada’s natural health industry. Through thoughtful dialogue with retailers, brand leaders, practitioners, and innovators, the show explores the ideas, challenges, and opportunities driving the category forward. Hosted by industry veteran Bruce W. Cole, each episode delivers practical insight, shared wisdom, and meaningful perspective designed to strengthen connections across the ecosystem. More than a podcast, it is a trusted destination for the conversations helping retailers make better decisions, brands build stronger relationships, and the industry grow together.

  1. 1d ago

    Generally Managing: A Life of Values, Vision, and Organic Leadership with Randy Whitteker

    In this episode, host Bruce Cole sits down with Randy Whitteker, a foundational figure in the Canadian natural health industry who recently retired after a remarkable 38-year career. Whitteker shares his unique journey from a suburban upbringing to becoming a leader in the cooperative movement, eventually transforming the Ontario Natural Food Company (ONFC) from a $1.5 million distributor into a $50 million industry powerhouse. He reflects on the "multiple careers" he experienced within a single organization, evolving from the steep learning curves of a startup to providing value-driven leadership for a maturing business. The discussion delves deep into the core philosophies that guided Whitteker’s success, including his commitment to the "triple bottom line", balancing financial success with environmental and social sustainability. He offers a masterclass on the cooperative business model, explaining the importance of "noses in, fingers out" governance and how cooperatives serve as essential incubators for innovation. Whitteker also addresses the critical evolution of the organic market, the rising importance of local food systems, and the ongoing challenge of maintaining high-quality standards in an era of "cheap food" and price sensitivity. Beyond business metrics, this episode explores the character of leadership, with Whitteker emphasizing the roles of trust, transparency, and authentic values in building resilient teams. Now settled into a physical retirement on his 1843 farmhouse, Whitteker shares his transition from commuting to Toronto to raising oxen and harvesting hardwood. While he may be spending more time collecting chicken eggs, his passion for supporting emerging brands suggests the industry hasn't seen the last of his expertise.

    1h 26m

  2. Jun 26

    Radical Authenticity and the Power of Storytelling: A Deep Dive with Mid-Day Squares' Jake Karls

    In this episode, Mid-Day Squares co-founder and "Chief Rainmaker" Jake Karls explores how storytelling serves as a vital competitive advantage in the modern business landscape. Jake details the brand's "build out loud" strategy, which involves documenting every aspect of their entrepreneurial journey, including the "good, the bad, and the ugly" to foster deep human connections and trust with their audience. He emphasizes that in an era of information overload, businesses must move beyond listing product features to evoke genuine emotions that resonate with consumers' lives. The discussion also delves into the personal and professional challenges of scaling a disruptive brand. Jake speaks candidly about the "cost of growth," discussing his experiences with severe burnout, the financial risks of self-funding, and the sacrifices made in his personal relationships and health. He shares a pivotal lesson on role alignment, explaining how stepping down from his initial role as Chief Marketing Officer allowed him to lean into his "superpowers" as a community builder and business developer. Finally, Jake offers strategic advice for retailers and partners on building lasting, mutually beneficial relationships. He encourages retailers to utilize their agility to champion local, innovative products and use their own unique stories to strengthen community ties. For brands, he stresses the importance of asking partners about their internal goals rather than just delivering a sales pitch, advocating for a balanced approach that combines robust data with an emotionally resonant narrative.

    1h 1m

  3. Jun 23

    Special Recap Edition - Industry Events and Legacies

    In this special edition of In Conversation With, Bruce Cole is joined by Lorrie Ingram for a look back at some of the people, events, and moments that have shaped the natural health industry over the past several weeks. The conversation begins with highlights from the Health First Network Annual General Meeting in Whistler, British Columbia, where retailers and vendors came together for networking, education, and celebration. Bruce also reflects on the history of Health First and the important role the organization continues to play in supporting independent health food stores across Canada. Bruce and Lorrie then discuss two of the industry's most memorable community events: the John Holtman Memorial Golf Tournament in Ontario and the Vitalité Québec magazine golf tournament in Montreal. These gatherings continue to strengthen relationships throughout the natural health community while bringing together retailers, manufacturers, and industry leaders from across the country. The episode also recognizes some of the individuals who have left a lasting mark on the industry. Bruce shares thoughts on the retirement of Randy Whitaker after 38 years with ONFC and reflects on his remarkable contributions to the organic movement and his induction into the CHFA Hall of Fame. The conversation concludes with memories of the late Deane Parkes and the special memorial episode created in his honour, celebrating his extraordinary legacy as an educator, writer, mentor, and passionate advocate for traditional health food retailers. Filled with stories, history, and reflections on the people who have helped shape the natural health industry, this special episode is one you won't want to miss.

    1h 5m

  4. Jun 23

    In Conversation With: A Special Episode Honouring Deane Parkes

    Like so many across our industry, we were deeply saddened by the passing of Deane Parkes. But as we reflected on his life, one thing became abundantly clear, Deane meant something different to everyone he touched. He was a mentor, a teacher, a marketer, a leader, and above all, a friend. He had a remarkable gift for sharing his ideas, wisdom, and encouragement so generously with others. To honour that legacy, we brought together a group of industry friends and colleagues who knew Deane well for a special episode of In Conversation With to celebrate Deane the way he would have appreciated most: through stories, laughter, lessons, and the ideas that continue to shape so many of us today. Throughout the conversation, guests share personal reflections on what Deane taught them and how his influence impacted their lives and careers. Our hope is that these stories help carry forward the principles and passion that he shared so freely with others. Because legacies aren't preserved by looking backward. They live on when we continue to share the ideas, kindness, and wisdom that made someone special in the first place. Thank you, Deane, for all that you gave to this industry and to the people fortunate enough to know you.

    1h 18m

  5. Jun 8

    48 Years of Passion, Retail Excellence, and Community Impact with Alice Chung, Founder and Owner of Alive Health Centre

    In this episode, Bruce sits down with Alice Chung, founder and owner of Alive Health Centre, for a remarkable conversation about nearly five decades in the natural health industry. From a single 700-square-foot store to a network of 21 locations across British Columbia, Alberta, and Ontario, Alice reflects on the decisions, values, and relationships that helped shape one of Canada's most respected health retail businesses. Alice shares how strategic expansion, acquisitions, and a hands-on approach to leadership have guided Alive Health Centre's growth, while staying true to the principles that have defined the company from the beginning. She offers candid perspectives on navigating today's retail environment, maintaining strong supplier relationships, and building a business that prioritizes both customers and long-term sustainability. The conversation also explores the culture behind Alive Health Centre's exceptional staff loyalty, with many team members remaining with the company for decades. Alice discusses the importance of trust, transparency, and investing in people, and why creating a supportive workplace has been central to the company's success. Beyond business, Alice speaks passionately about giving back. From serving on the board of the Canadian Health Food Association to supporting organizations such as BC Children's Hospital and the VGH & UBC Hospital Foundation, she shares how community involvement and philanthropy have become an extension of her life's work. Her leadership in fundraising initiatives has helped raise millions of dollars for important causes, reflecting a deep belief that success carries with it a responsibility to make a meaningful difference.

    1h 4m

  6. Jun 3

    The Power of the Health First Ecosystem: Empowering Independent Retailers with Davide Viola

    In this episode of "In Conversation with," host Bruce Cole welcomes Davide Viola, President and CEO of the Health First Network, to discuss the organization's mission and its evolving role in the natural health industry. Davide describes Health First as a mission-driven, non-profit support organization dedicated to empowering nearly 120 independent retailers, representing approximately 170 retail locations across Canada. He shares the network's strategy of providing these local "wellness champions" with national-scale resources, including an exclusive product brand, a centralized distribution centre for better pricing, and comprehensive marketing services like digital and print flyers. A central theme of the discussion is Davide's shift in terminology from a "network" to an "ecosystem," emphasizing the interconnectedness of retailers, vendor partners, and consumers. He explains that this ecosystem model fosters a sense of belonging and mutual support, where members share knowledge and resources to overcome industry challenges such as supply disruptions and increasing competition. Davide highlights that while the network provides tangible tools like data and flyers, its true "magic" lies in the community and camaraderie that protect independent stores and help them thrive in a rapidly changing market. The conversation also touches on modern influences affecting the industry, including the rise of AI and the erosion of consumer trust. Davide views AI as a powerful tool for operational efficiency and value stream mapping, but stresses the importance of using it responsibly to maintain a human connection with consumers. To combat consumer confusion and "greenwashing," he advocates for transparency, clinical validation, and expert guidance at the retail shelf. Looking ahead, Davide envisions Health First continuing to strengthen its density and velocity, ensuring independent retailers maintain the "heart of a local neighbour" while wielding the "strength of a national retailer".

    1h 6m

  7. May 25

    From Finance to Natural Health: Navigating the Merchandising World at Fortinos with Stephanie Skalic

    In this episode of In Conversation With, host Bruce Cole speaks with Stephanie Skalic, the Senior Merchandising Manager for Nature's Treasure at Fortinos Supermarket Limited. Stephanie shares her inspiring transition from a career in finance to becoming a leader in the natural health industry, a journey sparked by her own health challenges and the encouragement of a "guardian angel" manager. She details her progression within the Fortinos organization, from managing individual departments in various stores to overseeing operations and now leading the merchandising strategy for 24 locations across the Greater Toronto and Hamilton area. Stephanie provides an inside look at the complex world of grocery retail merchandising, where she manages relationships with nearly 400 suppliers. She emphasizes that her core philosophy is centred on the customer’s health, ensuring that every product on the shelf has been rigorously vetted for its ingredient deck and labeling. Beyond mere transactions, Stephanie looks for true partnerships with vendors who are committed to educating consumers and maintaining the integrity of the natural health sector. The discussion also explores current industry trends, including the shift toward functional beverages, sports nutrition, and sustainable production methods like fermenting and freeze-drying. Stephanie highlights how social media now drives many consumer trends, requiring retailers to be more reactive and agile in their execution. Closing with heartfelt advice, she encourages others to follow their passion and embrace the "twists and turns" of their own professional paths.

    58 min

  8. May 19

    From Part-Time Rep to Senior VP, Julie Drapeau Shares Leadership Secrets and the Power of ‘Leveling Up’

    In this episode of In Conversation With, host Bruce Cole sits down with Julie Drapeau, Senior VP of the Wellness Division at Purity Life Health Products. Julie shares her unconventional career journey, transitioning from the "dark side" of non-natural beauty brands to becoming a powerhouse leader in the natural health industry. She discusses her early experiences managing major stores for The Body Shop and how visualization helped her manifest a dream role as a sales and product trainer long before it was even posted. Julie delves into the philosophy behind her new leadership book, Level Up, which outlines ten essential steps for personal and professional growth. Written with the collaborative help of her editor, Margot Thompson, the book draws from Julie's own ascent from a part-time sales rep to a senior executive. She explains how anyone can remove professional roadblocks by focusing on core pillars like discipline, networking, and a positive mindset. She also highlights the importance of senior leaders staying connected to the field, urging them to step away from spreadsheets to gain a "real picture" of the industry through direct human connection. Beyond her corporate role, the interview explores Julie's recent appointment to the Board of Directors for the Canadian Health Food Association (CHFA) and her commitment to making a tangible difference in the industry. Whether you are an aspiring leader looking to climb the corporate ladder or a seasoned professional seeking to refresh your perspective, Julie's authentic advice on "never giving up" and prioritizing customer success offers a blueprint for achieving excellence.

    55 min
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Ratings & Reviews

5
out of 5
6 Ratings

About

In Conversation with Bruce W. Cole is a weekly podcast that brings together the voices shaping the future of Canada’s natural health industry. Through thoughtful dialogue with retailers, brand leaders, practitioners, and innovators, the show explores the ideas, challenges, and opportunities driving the category forward. Hosted by industry veteran Bruce W. Cole, each episode delivers practical insight, shared wisdom, and meaningful perspective designed to strengthen connections across the ecosystem. More than a podcast, it is a trusted destination for the conversations helping retailers make better decisions, brands build stronger relationships, and the industry grow together.

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