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. 4d ago

    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

  2. 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

  3. 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

  4. May 13

    Bridging Pharma and Natural Health - Sanjiv Jagota from Nature's Source and Nature's Signature

    In this episode of In Conversation With, host Bruce Cole sits down with Sanjiv Jagota, the visionary founder and president behind Nature’s Source and Nature’s Signature. With over 28 years of experience in the retail health sector, Sanjiv shares his unique journey from a career in pharmaceutical quality control and sales to becoming a leader in the natural health industry. He discusses the initial 1998 opening of Nature’s Source in Mississauga and the subsequent evolution of his business, which now includes 15 Nature’s Signature "store-within-a-store" locations inside Metro grocery stores across Southern Ontario. A central theme of the discussion is Sanjiv's commitment to a practitioner-focused business model. He explains how his stores operate as dispensaries, maintaining professional-grade products behind the counter to ensure customers receive proper education rather than just a retail transaction. Sanjiv emphasizes the importance of collaborating with doctors, naturopaths, and chiropractors, viewing his retail locations as an extension of their medical practices to better support patient outcomes. The conversation also explores the future of the natural health industry, including the need for greater innovation in specialty products to treat specific health conditions. Sanjiv reflects on his six years of service on the Canadian Health Food Association (CHFA) board, where he focused on regulatory affairs and advocating for the industry's role as frontline health providers. He concludes by discussing the importance of meeting modern consumers where they are, whether through digital channels or in-person interactions, while maintaining the human connection essential for healing.

    59 min

  5. May 4

    Peter Neal on Neal Brothers, Strategic Mergers, and Mental Health Advocacy

    This episode explores the 39-year legacy of Neal Brothers, tracing its evolution from a small kitchen operation in Aurora making croutons to a national leader in the natural food industry. Peter Neal shares the grit required to build a distribution network from scratch when traditional distributors wouldn't take a chance on a small brand. Peter discusses the strategic 2023 merger with Jon Luca, which successfully combined Neal Brothers' ambient product expertise with a robust national refrigerated and frozen network. The discussion takes a deeply personal turn as Peter details his 2019 mental health crisis and the 3-year journey to receive an accurate diagnosis of bipolar disorder and ADHD. He provides a raw look at the challenges of navigating the medical system and the critical role of support networks like the Family Navigation Project at Sunnybrook Hospital. His story serves as a powerful reminder that professional success does not insulate one from mental health struggles. Finally, Peter offers invaluable advice for business leaders on fostering a culture of empathy and resilience. He argues that mental health should be treated with the same seriousness as physical illness, encouraging founders to lead with transparency and provide their teams with the resources and time needed to heal. This video is a must-watch for anyone interested in the intersection of entrepreneurship, industry innovation, and authentic human leadership.

    1h 13m

  6. Apr 27

    From Family Roots to Industry Evolution - A Conversation with Jason Sebeslav at The Peanut Mill

    In this episode, Jason Sebeslav, owner of the Peanut Mill Natural Health Food Store in St. Catharines, Ontario, discusses the remarkable 50-year journey of his family business. Originally founded by his mother in 1976 and supported by his grandmother, the store grew from a "fringe" counterculture shop into a community staple. Jason shares his personal transition from a background in English literature to leading the family enterprise, officially taking ownership in 2009 and continuing the legacy of personalized customer service and health advocacy. A significant portion of the conversation focuses on the modernization of independent retail and the shift in the natural health landscape. Jason highlights how products like probiotics and organic foods have moved from specialty niches into the mainstream, creating a highly competitive market. To stay ahead, he emphasizes the importance of implementing sophisticated business systems, such as transitioning to full point-of-sale (POS) technology and adopting the "working on the business" philosophy from The E-Myth Revisited to streamline operations and departmentalize roles. Finally, Jason touches on the value of collaborative networks like the Health First Network, which supports independent retailers through collective marketing and private label products. He also offers a glimpse into the store’s upcoming 50th-anniversary celebrations, which include educational seminars, product demos, and community events. Viewers will gain valuable insights into balancing the "heart" of a mission-driven business with the strategic discipline required to thrive in a rapidly changing industry.

    1h 5m

  7. Apr 20

    Navigating Industry Innovation and Servant Leadership with Matt LeBeau

    In this episode, Matt LeBeau, the President of Lebeau Excel, shares his extensive journey through the Canadian grocery and natural health sectors. Matt provides a breakdown of the vital role a broker plays as a "bolt-on sales department" for small to medium-sized enterprises, allowing them to establish a national presence at a fraction of the cost of an internal team. He also discusses the evolution of retail sophistication, highlighting how his firm uses advanced analytics and detailed reporting to help retailers identify growth opportunities and stay competitive against market trends. Beyond the business mechanics, Matt explores the current landscape of product innovation, identifying high-growth categories like protein, fibre, and reduced-sugar beverages. He offers a unique look at the "broker alliance," an informal group of non-competitive peers who meet regularly to share industry intelligence, mentor one another, and exchange leads to ensure brands find the right fit within the Canadian market. The episode also delves into Matt's personal leadership philosophy of "servant leadership," where he views his primary role as clearing hurdles for his team and celebrating their weekly successes. The interview takes a poignant and advocacy-focused turn as Matt shares a personal family story that led him to become a vocal advocate against workplace abuse and sexual assault in the food service industry. Citing startling statistics about the toxicity of the sector, he calls for the industry to take ownership of these issues and establishes the need for anonymous reporting hotlines. The episode concludes with a tribute to the power of family-run businesses in the natural health sector, acknowledging the critical professional contributions of his wife, Kim, in the growth and success of LeBeau Excel.

    54 min

  8. Apr 14

    New Chapter Canada - Journey from Disruption to Relaunch with Nadiya Raphael

    This episode features Nadiya Raphael, General Manager and Vice President of New Chapter Canada, sharing the unprecedented business story of how a leading natural health brand voluntarily "paused" its entire Canadian operation. In November 2022, despite experiencing record growth, the company halted distribution to address regulatory documentation requirements with Health Canada. Nadiya discusses the difficult decision to prioritize long-term integrity over short-term revenue, detailing the strategic communication used to maintain transparency with a shocked team and a loyal network of retailers. The conversation highlights the unique strength of the natural health industry, as retailers chose to hold shelf space and support the brand throughout its 18-month absence. Nadiya recounts how her team remained visible in the field, even assisting retailers with competitors' stock to maintain relationships while they navigated the complexities of a complete relaunch. Since returning to full portfolio status in August 2024, the brand has seen consumer demand exceed its 2022 peak, offering profound lessons on operational resilience, regulatory patience, and the vital difference between brand trust and verified quality.

    50 min
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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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