In Conversation With Bruce W. Cole

Bruce W. Cole
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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. 5d ago

    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.

  2. 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.

  3. 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.

  4. Jul 24

    Scale Doesn't Matter: How Independents Beat Big Retail With Rebecca Dyck

    In this episode, Rebecca Dyck, CEO and owner of Dad's Organic Market, drops insights on how independent natural health stores can successfully stand their ground against multi-billion-dollar giants like Costco and Loblaws. Rather than worrying about price-matching massive competitors, Rebecca outlines a powerful mindset shift: independent retailers must compete where scale simply doesn’t matter. By offering unique in-store experiences, standardizing staff training, and building real, face-to-face trust, smaller stores can build a loyal community that big-box corporations can't replicate. Staffing, leadership culture, and brand connection are critical drivers behind this independent retail strategy. Rebecca shares her evolution in management, emphasizing the foundational value of hiring frontline employees for their positive attitudes rather than pre-existing product knowledge. She outlines how investing in standardizing education directly elevates customer trust. Furthermore, she discusses the ultimate competitive edge for modern retail: utilizing storytelling via social media to connect the unique backgrounds of vendors directly to consumers on the retail floor. From navigating the logistical nightmares of geographic isolation to embracing creative solutions like designing a legacy-focused storefront complete with a real truck, Rebecca’s journey is filled with inspiration for any entrepreneur.

  5. Jul 13

    Pioneering Clean Nutrition for the Next Generation: A Conversation with Caitlyn Vanderhaeghe

    In this episode, Bruce Cole sits down with Caitlyn Vanderhaeghe, the President and CEO of KidStar Nutrients. Growing up under the influence of her mother, Lorna Vanderhaeghe, a legendary figure and Hall of Fame member in the natural health industry, Caitlyn originally pursued non-industry career paths like urban planning and teaching before ultimately returning to her roots. Her venture into children's nutrition began firsthand when her second daughter struggled with low iron, prompting Caitlyn to launch KidStar Nutrients in January 2020 to provide cleaner, high-quality supplement alternatives for families. The conversation highlights the unique hurdles Caitlyn faced in launching a startup at the onset of the pandemic, which forced her team to adapt by using social media and direct mailers to build traction. Caitlyn reflects on her memorable appearance on Dragon's Den, explaining why she ultimately chose not to accept the investments offered on the show to keep the company on its own successful trajectory. As a mother of three running a growing brand, she shares insights on managing time, delegating tasks, and teaching her daughters the power of entrepreneurship and leadership. Deeply passionate about ingredient integrity, Caitlyn describes herself as an ingredient geek who refuses to use artificial colours, harmful preservatives, or unnecessary processing sugars. She emphasizes the meticulous research and numerous testing versions required to formulate clean products that children will actually want to taste. Looking forward, she discusses future categories in youth wellness like mental health and eye care, while offering inspiring final advice to young entrepreneurs to take the leap and start.

  6. Jul 6

    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.

  7. 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.

  8. 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.

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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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