In Conversation With Bruce W. Cole

Bruce W. Cole
  • 0.0 (0)
  • Business

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. Sep 18

    Building Brands from the Ground Up With Amanda Kenny

    In this episode of In Conversation With, host Bruce Cole sits down with Amanda Kenny, founder and Chief Merchandiser of Hive Retail Solutions, to explore what really happens after a product earns its place on the shelf. Drawing on her unconventional path from sales and brand brokerage to building a nationwide merchandising company, Amanda shares how she identified a critical gap in the industry: getting into retail is only the beginning. Staying on shelf, maintaining visibility and creating consistent product movement is where the real work begins. Amanda breaks down the strategies behind successful store-level execution, from taking a “narrow and deep” approach to distribution to balancing high-impact promotional blitzes with ongoing continuity merchandising. She explains why details like shelf placement, visible price tags, planogram compliance, displays and regular store visits can have a major impact on how a product performs.  For emerging brands looking to scale, Amanda shares practical lessons that can prevent costly mistakes. From testing packaging on real retail shelves and understanding competitive pricing to getting buyer feedback before committing to large production runs, she explains why successful growth starts with strong fundamentals. The episode offers a behind-the-scenes look at the realities of retail and a clear reminder that long-term velocity is built through consistent execution, strong retailer relationships and attention to what is happening at the shelf.

  2. Sep 17

    Exploring Planetary Health and the Power of Retail Community with David Nelson

    In this episode, host Bruce Cole sits down with David Nelson, award-winning co-owner of Inside U, a natural health retailer in Woodstock and Norwich, Ontario. David shares his unconventional journey from writing video games and personal training to studying naturopathic medicine and developing supplement formulations. He also reflects on receiving the Health First Network Brock Elliot “Solid as a Rock” Award. The conversation explores planetary health and the connection between personal wellness, our communities and the health of the planet. Drawing on his work with the Nova Institute for Health, David discusses nutrient deficiencies, ultra-processed foods, soil health, gut health, the oral microbiome and the science behind supplement formulation. Beyond the science, David highlights the important role independent health retailers play in building stronger, more connected communities. He shares his “triple bottom line” approach to business and discusses regulatory advocacy in Ottawa, industry collaboration and what the future of natural health in Canada could look like.

  3. Sep 5

    Inside CHFA NOW Toronto: What Retailers and Emerging Brands Need to Know With Lynsey Walker and Scott Sulz

    In this episode of In Conversation With, host Bruce Cole sits down with Lynsey Walker, Vice President of Marketing and Communications, and Scott Sulz, Director of Business Development and Member Experience at the Canadian Health Food Association (CHFA), for an inside look at CHFA NOW Toronto. Taking place September 25–27 at the Enercare Centre, CHFA NOW Toronto is Canada’s largest natural, organic and wellness trade show, bringing together retailers, brands and industry leaders from across the country. Lynsey and Scott preview key event highlights, including the Retailer VIP Program, exclusive trend breakfasts, travel perks and the new Buyer Hour. They also introduce Move and Thrive, an immersive storefront experience developed with Hive Retail Solutions to inspire merchandising strategies for summer 2027. The conversation also explores The Greenhouse, CHFA’s year-round platform supporting more than 70 emerging Canadian brands, and the highly anticipated Launchpad pitch competition. Beyond the event, Lynsey and Scott share practical advice for emerging founders preparing for retail, from understanding shelf placement and realistic margins to leading with curiosity and following up effectively after the show. At its core, the episode celebrates the collaborative spirit of Canada’s wellness industry and the shared belief that when retailers succeed, the entire industry moves forward.

  4. Aug 28

    Navigating the Natural Health Industry with Norm Wingfield

    In this episode of In Conversation With, Bruce Cole sits down with Norm Wingfield, Key Account Manager for LeBeau Excel. Norm reflects on his 32-year journey in the food and retail sectors, starting as a clerk at the local Barn Fruit Markets chain in 1991, moving up to store manager, and later transitioning to corporate logistics. He discusses spending 18 years managing Ontario grocery inventory and offshore buying for Loblaws before ultimately pursuing his personal passion for wellness. Norm discusses his time as the head buyer for Nature's Treasures, the health food section within Fortinos supermarkets. He notes that the natural health side of retail is uniquely complex compared to standard grocery because it requires managing overlapping relationships between vendors, brokers, and distributors. He explains how he overhauled the department by implementing strict nutritional certification standards for full-time staff and systematically resizing store planograms to accommodate incoming product innovation. Shifting to his current role on the vendor side at Lebeau Excel, Norm highlights the distinct value that specialized brokers offer independent retailers and CPG accounts. He emphasizes that broad-line distributors manage massive brand lists and lack the granular, deep product knowledge that brokers use to connect brands directly to consumer needs. Concluding the interview, Norm shares his personal philosophy for maintaining a healthy lifestyle, boiling it down to three fundamental practices: eating whole organic foods, staying physically active, and supporting one’s local community.

  5. Aug 20

    Protecting and Promoting the Canadian Organic Sector with Tia Loftsgard

    In this episode of In Conversation With, Bruce Cole speaks with Tia Loftsgard, Executive Director of the Canada Organic Trade Association. Celebrating her tenth year with the organization, Tia shares her journey from studying human justice to advocating for global food security and fair compensation for farmers. She also explains how COTA’s small team supports the organic sector through government relations, regulatory affairs and critical data collection. The conversation explores key challenges facing Canadian organic agriculture, including complex international trade agreements and the decline in organic acreage. Tia discusses COTA’s advisory role in assessing organic standards and addressing threats such as contamination from unlabelled genetic engineering. Looking ahead, Tia highlights COTA’s marketing initiatives focused on industry growth, consumer education and stronger retail storytelling. She also previews the new independent retailer Trailblazer Award with CNHR magazine, the Organic Leadership Gala and the Organic Summit in Ottawa. The episode closes by celebrating the pioneers of Canada’s organic movement and the innovations inspiring a new generation to champion sustainable agriculture.

  6. Aug 14

    Your Brand Is Not the Hero: Storytelling That Sells with Trevor Sibanda

    In this episode of In Conversation With, host Bruce Cole sits down with Trevor Sibanda, widely known across Canada’s natural health and CPG industries as “the storytelling guy.” Having worked behind the scenes with innovative brands including Mid-day Squares, Mitsoh, Cedar Valley, Nuts for Cheese and Gingerbug, Trevor explains why strong products can still struggle at retail and how the right commercial narrative can turn passive shoppers into loyal brand advocates. Trevor also shares the personal journey behind his creative approach, from taking on childhood responsibilities in Zimbabwe to building a career across South Africa and China. His experiences in entrepreneurship, theatre production and documentary filmmaking shaped his belief that the most powerful brand stories are built through simplified messaging, founder vulnerability and genuine human connection. Most importantly, he explains why the customer should always be the hero of the story, while the brand serves as their trusted guide. Looking ahead, Trevor offers an honest perspective on navigating digital noise, changing algorithms and the rise of artificial intelligence in creative work. He also shares a practical four-part framework for launching and growing a product, with a focus on regional marketing, community building and documenting the challenges alongside the successes. Whether you are an emerging founder, natural health retailer or marketer, this episode is filled with practical insights for creating a brand people can understand, connect with and believe in.

  7. Aug 7

    Education, Empathy and Empowered Health with Caroline Farquhar

    In this insightful episode of In Conversation With, host Bruce Cole sits down with Caroline Farquhar, Medical Advisor and Chief Educator at CanPrev, for an inside look at the rewarding and fast-paced world of natural health education. Caroline shares how her own health challenges inspired her to leave the corporate travel industry and pursue a career in natural nutrition. Drawing on more than 20 years of experience, she explains how her personal journey has helped her build meaningful connections with audiences across Canada and around the world. The conversation explores the important role professional education plays in today’s wellness market, particularly as consumers navigate an overwhelming amount of health information online. Caroline shares her philosophy of “meeting people where they are” and explains how educators can help individuals feel more informed, supported and confident when making decisions about their well-being. Caroline also offers practical advice for natural health retailers, including how to lead more effective customer consultations through active listening, thoughtful questions and clear education. She discusses digestive health, the effects of stress on the body, and the roles enzymes and probiotics can play in supporting overall wellness.

  8. Aug 7

    Navigating Retail, Regulation, and Autoimmune Advocacy with Caterina Swartz

    In this episode of In Conversation With, host Bruce Cole sits down with Caterina Swartz, a Registered Holistic Nutritionist (RHN) and the chief executive officer of Well in Hand Holistic Nutrition Store located in Port Elgin, Ontario. Growing up immersed in the natural health community, Caterina shares her unique journey of practically being raised at industry trade shows. She discusses moving from early childhood memories of sampling gummies to officially studying marketing, traveling in her early twenties, and ultimately finding her permanent passion rooted firmly within the family retail business. The conversation dives deep into the distinct operational insights Caterina gained after leaving retail to work on the national distributor side for Purity Life. She brings that massive industry perspective back to her local storefront, outlining how she modernizes brick-and-mortar operations, manages small-town staffing challenges, and collaborates with regional competitors to better serve local consumers. Additionally, she sheds light on the intricacies of vendor education, the distinct realities of online vs. brick-and-mortar stores, and the legal hurdles of transitioning to the official owner of her family’s store. A powerful segment of the episode covers Caterina's raw, personal battle with a postpartum health crisis that led to her self-diagnosis of Hashimoto’s disease. Fuelled by frustrations with conventional medical limitations regarding autoimmune care, she aggressively outlines what chronic symptoms should never be accepted as a standard way of living. This profound life experience shifted her entire business leadership style, expanding her daily empathy and transforming her into a passionate advocate for community-based support circles.

See All (34)

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.

Information

You Might Also Like