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. Jul 14

    Benjamin Lorr / The Secret Life of Groceries

    What really happens between the farm, the factory, and the fluorescent aisle? Benjamin Lorr — author of The Secret Life of Groceries and a practitioner of deep, immersive journalism — pulls back the curtain on an industry most of us walk through several times a week without ever really seeing. From the hidden costs baked into low prices to the surprising resistance to innovation in a $800B business, this conversation reframes the grocery store as one of the most revealing artifacts of modern life. In this episodeBenjamin traces his unlikely path from writing about competitive yoga to embedding himself in the grocery supply chain — riding with long-haul truckers, working the fish counter at Whole Foods, and following shrimp back to labor abuses at sea. He unpacks why certification schemes often fall short of what shoppers assume they promise, why grocery stores are structurally allergic to change, and how food has quietly become one of our most potent tools for signaling identity and status. He also shares where he's heading next: a deep look at the American elder care industry. Key topicsThe dark realities of the modern grocery supply chain and the human cost of cheap foodWhy certifications and audits often fail to deliver what consumers think they're buyingThe paradox of a massive industry that resists innovation at nearly every turnFood waste, sustainability, and the systemic forces that keep both entrenchedSeafood as a case study in opacity, ethics, and consumer choiceFood as a Veblen good — how what we eat has become a signifier of status and self-expressionChapters00:00 — Innovations in grocery shopping02:45 — From yoga to groceries: a journey of discovery06:58 — The dark side of the grocery industry14:30 — The role of certifications in food safety17:38 — Future chapters: what's next for groceries22:21 — Reflections on seafood and consumer choices26:22 — Surprising feedback and industry insights30:20 — Memorable grocery experiencesAbout the guestBenjamin Lorr is an author and immersive journalist known for embedding himself deeply in the worlds he writes about. His book The Secret Life of Groceries: The Dark Miracle of the American Supermarket is a landmark examination of how our food system actually works — and who pays the price for its efficiency. Show SponsorsThank you to the corporate partners that make SHELFSPACE possible: TD Business Banking https://www.td.com/ca/en/commercial-banking 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/

    Benjamin Lorr / The Secret Life of Groceries
  2. 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

    Brad Woodgate / Joyburst
  3. 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/

    Gordon Groundwater / British Canadian Importers
  4. 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/.

    Brittany Kroetsch / Hive Retail Solutions

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.