How do you grow a family business from a local operation into a respected international brand while staying true to your values?

That's exactly what we discussed with Mitch Oberfield, CEO of naturSource, a company founded by his parents in 1980 that has become one of the Canadian leaders in better-for-you snacking.

Some of the topics from our discussion:

• The evolution of naturSource over the last 40+ years
• Why listening to consumers is the foundation of every successful brand
• His take on the state of the CPG industry
• Why attitude often matters more than talent when building a team
• What makes Quebec an exceptional place to launch and grow a food business
• The unique qualities that help Quebec food products compete and succeed

This episode is a “crash course” in how to take a family business from Quebec, Canada to the world. My colleague Mory Keita and I thoroughly enjoyed this conversation. Mitch shared honest reflections with us, what he changed in the company since becoming CEO and values he refrained from touching from his parents that made NaturSource a global player in the snacking business

Whether you're building a brand, sourcing new products, or looking for inspiration, this episode has something for you.

naturSource Website

Mitch Oberfield's Linkedin

In this rich episode, we dive in with Brooke Sanchez, founder and owner of Fresh Joy. As an entrepreneur, Brooke helps connect innovative natural and better-for-you brands with new growth opportunities. She works closely with both emerging and established companies to expand their reach through wholesale, e-commerce, and marketplace channels, including Amazon and Walmart. Passionate about supporting founders, elevating brand stories, and driving consumer-focused growth, Brooke specializes in building strategic partnerships that increase visibility, accelerate sales, and bring high-quality products to more consumers.