Building Better Shelves: How Community Natural Foods Finds Emerging Brands
Earlier this year, I visited Community Natural Foods in Calgary to spend time with Nathan Froese, Grocery and Bulk Category Manager. We talked about local sourcing, emerging brands and what it takes for a product to earn a place on shelf.
For Community Natural Foods, every sourcing decision starts with the customer.
"I have our customers in mind when decisions are made," says Froese. "We ask ourselves, 'Is this the best decision to service our customers?'"
Local sourcing is an important part of that equation. With stores in both Calgary and Edmonton, Community prioritizes Alberta brands first, followed by products from Western Canada and across the country. But being local alone isn't enough.
"Local items still need to have attributes like being sustainable, certified B Corps, Fairtrade and organic to be selected," says Froese.
He notes that sourcing locally looks different depending on the category. Some products, such as bakery items, can often be sourced within Alberta, while others may only be manufactured elsewhere in Canada. The goal is to balance local priorities with offering customers the best products available.
Staying Connected with Industry
Finding those products requires staying connected to the industry. For Froese, the CHFA NOW trade show is one of the most valuable opportunities to discover emerging brands while strengthening relationships with existing partners.
"I look for new brands to list, but I also look for opportunities to connect with brands, distributors and brokers to deepen our relationship," he says.
Several brands on Community's shelves today began with those early connections.
Tuk Tuk Sodas is one example. Froese first met founder Aman Jesani at CHFA NOW Toronto and later reconnected with the Calgary-based brand in Incubator Alley at CHFA NOW Vancouver.
Lively Prebiotic Sodas followed a different path. After connecting with the Canadian brand at CHFA NOW Vancouver, Froese continued the conversation until the company secured distribution through a partner Community already worked with.
Tocha, a Vancouver-based sauce company, is another brand that stood out. Its unique offering caught Froese's attention and has since earned it a place on Community's shelves.
For Froese, these brands highlight the value of discovering companies early, building relationships over time and supporting their growth as they become ready for retail success.
Getting Listings Is Only the Beginning
"Having collaboration between brands and retailers makes a big difference," says Froese. "It keeps us sharp and on top of our game."
That collaboration can take many forms, from promotions and demos to merchandising support and inventory planning. Brands that actively support their retail partners are often better positioned to build awareness and drive trial with customers.
"Having shelf talkers that point to features and benefits like gluten free, Canadian, local and new is important for us," he says. "Having a brand on promotion, on display and doing a demo is a great way to highlight them within the store."
One of my biggest takeaways from our conversation was the strength of the relationships that exist across the natural, organic and wellness industry.
While I was visiting with Nathan, representatives from two distributor partners stopped by to connect with him before attending CHFA Industry Night Out in Calgary. It was a simple but powerful reminder that behind every successful product launch is a network of retailers, distributors and brands working together to help products grow.
As Froese puts it: "It's a supportive industry where we all want each other to succeed."
That spirit of collaboration helps innovative products move from discovery to store shelves—creating opportunities for emerging brands and bringing more choice to Canadian consumers.
