In this episode of The FEED powered by Loblaw, host Michael LeBlanc explores the remarkable entrepreneurial journey behind The Handpie Company, one of Canada’s most distinctive emerging food brands, with founder Sarah Bennetto O’Brien. Recorded at the historic Loblaws Maple Leaf Gardens store in Toronto, the conversation explores how a classically trained chef from Sudbury, Ontario, built a thriving frozen-food company rooted in local agriculture, culinary craftsmanship, and comfort-food innovation in PEI. Sarah’s journey started with a passion for cooking and formal culinary training. After earning her Red Seal certification at just 20, she worked across Canada before settling in Prince Edward Island, where a pivotal culinary discovery occurred. While experimenting with recipes from an Outlander-inspired cookbook, Sarah recreated a traditional Scottish hand pie using ingredients from the local PEI farmers’ market. Tasting her creation with her husband, Sarah instantly recognized its uniqueness. What began as a small restaurant and takeout operation soon evolved into a larger entrepreneurial vision. Through a $10,000 Kickstarter campaign and a tiny 580-square-foot kitchen, Bennetto O’Brien launched the first version of The Handpie Company. The product quickly developed a loyal following thanks to its buttery pastry, creative fillings and strong commitment to local sourcing. Today, The Handpie Company produces hundreds to thousands of hand pies per day, offering a wide range of flavours. The lineup includes classics such as chicken pot pie alongside inventive creations like bacon cheeseburger, curry chickpea and beet, corn and goat cheese — all built around a buttery pastry made with PEI butter and locally milled heritage grain flour. A key achievement for the business came when Bennetto O’Brien decided to pursue and successfully obtained federal CFIA licensing, permitting the company to distribute products beyond Prince Edward Island. Achieving certification for meat, dairy, and egg production required two years of construction and investment in a new production facility, ultimately enabling entry into national retail markets. Her efforts paid off when, through Loblaw’s Small Supplier Program—designed to help emerging Canadian food entrepreneurs—Bennetto O’Brien secured distribution for The Handpie Company across Atlantic Canada after a successful pitch in Toronto. This achievement expanded reach through Loblaw’s Moncton distribution centre. Throughout the conversation, Bennetto O’Brien shares candid insights and advice about the realities of scaling a food brand — from balancing culinary creativity with operational discipline to navigating retail portals and grocery supply chains. At its core, The Handpie Company remains deeply rooted in its founding values: supporting local farmers, maintaining ingredient quality and giving back through the company’s “Pie It Forward” program, which provides food donations to shelters and food banks. Looking ahead, Bennetto O’Brien has an ambitious goal — bringing hand pies to a much larger Canadian audience, starting with expansion into Ontario. About Your Host, Michael LeBlanc Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career. Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice. Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax. Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025 and 2026. Thinkers 360 has named him on of the Top 50 global thought leaders in retail. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok. Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.
