SHELFSPACE

Corwin Hiebert

The shelf is never full—there is always room for innovation. SHELFSPACE is the podcast that explores the vast universe of grocery. Join host Corwin Hiebert on a galactic adventure—going where no foodie has gone before—for a behind-the-scenes look at the entire food value chain. We’re diving deep into how food and beverage leaders navigate the high-stakes challenges and astronomical opportunities of the retail world. Great ideas usually start with a hunch and a conversation with someone you trust. In an industry where leaders wear a dozen different hats—bouncing between suppliers, vendors, departments, markets, and grocery chains—SHELFSPACE is your home for discovery. Featuring insights from insiders, manufactures, marketers, investors, retailers, and consumers, we’re charting the future of food. 

  1. Brad Woodgate / Joyburst

    Jun 9

    Brad Woodgate / Joyburst

    Okay founders, get ready to take some notes, because this episode is a concise masterclass in entrepreneurial grit and omni-channel strategy! This interview is with chatted Brad Woodgate of Joyburst and No Sugar Company—he's the founder who drove a staggering $3 billion in revenue completely on his own terms, without a single dime of VC funding. He shares the brilliant, high-margin stepping-stone strategy that he used to self-fund his true brand passion, which I think you're going to find really insightful. We dive into how he's making "unsexy" functional ingredients like fiber and creatine mainstream and wildly profitable. And we tap into his approach to gender-focused market segmentation, as a way to leverage Amazon and results through influencer marketing. Special thank you to this episodes sponsor: TD Business Banking—They have dedicated themselves to the food and beverage sector with local relationship managers who partner with you to understand the specific hurdles you face every day. Whether you need to finance working capital, building and equipment purchases, or simply need expert advice to help grow your business, the team at TD is here to help. https://www.td.com/ca/en/commercial-banking Plus, a big thanks to our other show sponsors: Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Pacific Coast Distribution https://www.pacificcoast.ca/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/ Keywords: food innovation, branding, grocery store, omni-channel, fundraising, health and wellness, fiber, protein, sustainability, entrepreneurship

    19 min
  2. Gordon Groundwater / British Canadian Importers

    May 13

    Gordon Groundwater / British Canadian Importers

    In this conversation, Corwin Hiebert, Gordon Groundwater, and Chris Funk discuss innovations in grocery shopping, the importance of sourcing in the food supply chain, and the challenges faced in food logistics. They emphasize the significance of building trust in business relationships, effective communication during problems, and evaluating vendor partnerships. The discussion also touches on navigating government regulations and the opportunities present in global trade, concluding with reflections on personal connections in business. Learn more about Gordon's ingredient supply services at https://bcimporters.com/. And here's a little more about this episode's sponsor—the fantastic team over at Pacific Coast Distribution. If you’re a food or beverage manufacturer, you know how important it is to have your product safely stored and on the move exactly when and where you need it.  For years now, Pacific Coast has been the only ambient storage and logistics team that I recommend, for real - I’m not just saying that because they’re a sponsor. They are food grade certified and an authorized warehouse for beer, wine and spirits.  Whether you’re looking for support for 5 pallets or 500—Ryan, Chris, Ruben, Shayne, and their Western Canadian team are the reliable and transparent partners that you’ll want on speed dial. With two primary warehouse locations in Langley and Calgary, they are dedicated to keeping grocery stores, liquor stores, stocked on time and on budget. If you’re looking to optimize your storage, visit them at PacificCoast.ca. Also, a big shout out to our show sponsors: TD Business Banking https://www.td.com/ca/en/commercial-banking Fasken https://www.fasken.com/en/services/industries/agribusiness Rhema https://rhemamade.com/ Picnic Creative https://picniccreates.com/ Benchmark Sixty https://www.benchmarksixty.com/

    27 min
  3. Brittany Kroetsch / Hive Retail Solutions

    Apr 9

    Brittany Kroetsch / Hive Retail Solutions

    In this engaging interview, Brittany Kroetsch shares insights into retail merchandising, the importance of relationships, innovative tech solutions, and strategic planning for brands aiming to succeed on store shelves. Discover practical tips for brand growth, store engagement, and navigating the complexities of retail success. Key takeaways: Retail merchandising and store executionRelationship building with retail managers and staffInnovative technology for inventory and shelf management To learn more about Brittany and the Hive team, visit: https://www.hiveretailsolutions.com/ SHELFSPACE is proud to have an out-of-this-world team of corporate partners: TD Business Banking—They have dedicated themselves to the food and beverage sector with local relationship managers who partner with you to understand the specific hurdles you face every day. https://www.td.com/ca/en/commercial-banking Fasken—As the largest law firm in Canada, this expert team provides comprehensive legal counsel to help food and beverage manufacturers navigate complex regulatory landscapes, multi-jurisdictional growth, and mergers and acquisitions. https://www.fasken.com/en/services/industries/agribusiness Rhema—This specialized contract manufacturing and packaging team has the creativity and technical expertise to deliver high-quality, market-ready dry-powder formulations that give your brand a competitive edge. https://rhemamade.com/ Pacific Coast Distribution—This Western Canadian team delivers reliable, temperature-controlled logistics and warehousing tailored specifically to the unique demands of the food and beverage industry. https://www.pacificcoast.ca/ Picnic Creative—Known as a one-stop shop for creating custom food and beverage content, this team knows how to capture and communicate your brand’s unique voice. https://picniccreates.com/ Benchmark Sixty—These consultants deliver impact through data-driven operational strategies for food service businesses, helping them optimize labor productivity and protect profit margins.  https://www.benchmarksixty.com/ For more information about this podcast go to https://www.shelfspacepodcast.com/.

    33 min
  4. Joe Lyons-Rising / Data Gives Back

    Apr 9

    Joe Lyons-Rising / Data Gives Back

    In this episode of SHELFSPACE, host Corwin Hiebert sits down with collaborator and friend Joe Lyons-Rising to explore the intersection of data, technology, and human behaviour in the grocery industry. With over two decades of experience in market research, category management, and shopper insights, Joe shares why the most successful emerging brands aren't just chasing tech—they are mastering the foundational 'boring' basics. They discuss the danger of "data overload" and how brands can cut through the noise by shifting from overwhelming spreadsheets to concise, compelling stories that respect a buyer's limited time. Joe also provides a look into the future of real-time shopper feedback and the transformational impact of experiential retail. Key Takeaways: The Future of Shopper InsightsThe Importance of FoundationsCombatting Buyer OverwhelmStorytelling as a Competitive Edge To learn more about Joe's work, visit: https://www.datagivesback.com/ SHELFSPACE is proud to have an out-of-this-world team of corporate partners: TD Business Banking—They have dedicated themselves to the food and beverage sector with local relationship managers who partner with you to understand the specific hurdles you face every day. https://www.td.com/ca/en/commercial-banking Fasken—As the largest law firm in Canada, this expert team provides comprehensive legal counsel to help food and beverage manufacturers navigate complex regulatory landscapes, multi-jurisdictional growth, and mergers and acquisitions. https://www.fasken.com/en/services/industries/agribusiness Rhema—This specialized contract manufacturing and packaging team has the creativity and technical expertise to deliver high-quality, market-ready dry-powder formulations that give your brand a competitive edge. https://rhemamade.com/ Pacific Coast Distribution—This Western Canadian team delivers reliable, temperature-controlled logistics and warehousing tailored specifically to the unique demands of the food and beverage industry. https://www.pacificcoast.ca/ Picnic Creative—Known as a one-stop shop for creating custom food and beverage content, this team knows how to capture and communicate your brand’s unique voice. https://picniccreates.com/ Benchmark Sixty—These consultants deliver impact through data-driven operational strategies for food service businesses, helping them optimize labor productivity and protect profit margins. https://www.benchmarksixty.com/ For more information about this podcast go to https://www.shelfspacepodcast.com/.

    31 min
  5. Jim Taylor / Benchmark Sixty

    Mar 25

    Jim Taylor / Benchmark Sixty

    In this conversation, Corwin Hiebert and Jim discuss the intersection of the restaurant and consumer packaged goods (CPG) industries, exploring food innovations, the lessons that restaurant leaders can impart to CPG leaders, and the challenges both sectors face, including rising costs and data management. They delve into the disconnect between chefs and food manufacturers, the importance of creating unique consumer experiences, and the impact of mental health on food industry professionals. The discussion also touches on the role of Michelin ratings in shaping restaurant reputations and the need for a balanced approach to work and life in the food industry. Takeaways There's a significant opportunity for high-end restaurants to reach broader audiences through grocery stores.Translating restaurant success to grocery is challenging but possible with the right strategies.Data management is a critical gap in both restaurants and CPG sectors.Chefs often lack the time to collaborate with food manufacturers due to their demanding schedules.Consultants can help restaurant leaders optimize their operations and decision-making processes.Aspiring food consultants should focus on defining their service model and demonstrating ROI.Innovation in restaurants can be quicker due to fewer barriers compared to larger food companies.Rising food costs are forcing restaurants to make tough decisions about pricing and portion sizes.Consumer preferences are shifting, with grocery stores offering premium products while restaurants struggle with pricing.Creating unique experiences can help CPG brands stand out in a crowded market. To learn more about our sponsors please visit them online: TD Business Banking, Fasken, Rhema, Pacific Coast Distribution, Picnic Creative and Benchmark Sixty.

    33 min

Trailer

About

The shelf is never full—there is always room for innovation. SHELFSPACE is the podcast that explores the vast universe of grocery. Join host Corwin Hiebert on a galactic adventure—going where no foodie has gone before—for a behind-the-scenes look at the entire food value chain. We’re diving deep into how food and beverage leaders navigate the high-stakes challenges and astronomical opportunities of the retail world. Great ideas usually start with a hunch and a conversation with someone you trust. In an industry where leaders wear a dozen different hats—bouncing between suppliers, vendors, departments, markets, and grocery chains—SHELFSPACE is your home for discovery. Featuring insights from insiders, manufactures, marketers, investors, retailers, and consumers, we’re charting the future of food. 

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