SIAL Canada Daily sat down with Brian Choi, Managing Partner and CEO of The Food Institute, ahead of his keynote at the show today

From financial strategies to customer acquisition and the growing importance of consumer nationalism, Brian Choi outlines the critical shifts companies must embrace to stay competitive in a rapidly evolving market.

Your keynote at SIAL Canada today focuses on perspectives in the Canadian food & beverage Industry. Why is now the right time for this conversation? 
The Canadian economy is in a pivotal moment in its history.  Not only is Canada facing an economic slowdown, but it is also concurrently dealing with a trade war with its southern neighbour that threatens the viability of many food and beverage companies and livelihoods of many Canadians.  Canada is in a new era of economic, geopolitical, and capital markets volatility.  

Canadian food and beverage companies need practical guidance and a new framework on how to navigate the complex waters of today’s stark economic reality.  

Can you give us a sneak peek of a central strategy you’ll be sharing in your keynote? 
There are three strategies Canadian companies need to implement in 2025. The first is to have the right framework for the current operating environment, the second is to build in financial and operational flexibility. Lastly, they have to be hyper-focused on customer acquisition and new product development.

Ultimately, this comes down to strong leadership. Companies need the right type of strategic leader who can make calculated decisions and execute quickly.   

How can Canadian food and beverage players build more financial and operational flexibility right now? 
There are three ways companies can achieve financial and operational flexibility. The first is by raising prices on products and services. The second is by lowering fixed and variable costs. The third is by raising capital via debt and equity in the capital markets.

Not every company has the luxury to implement all three in the near term, so picking the right option(s) will depend on the specific circumstances of each company.

Why is a data-driven approach essential for customer acquisition growth strategy today? 
Data is critical for customer acquisition growth.  Without the right data and the right teams and tools to analyze the data, companies are potentially misallocating their resources, thus yielding lower ROI.  There is very little margin for safety for companies in the current environment, and data is the only way to help companies make the right decisions for growth.

What makes SIAL Canada a valuable platform for these conversations? 
SIAL Canada is a great event for companies to learn from industry thought leaders and peers. Being at an event like SIAL Canada can help foster collaboration, partnership, and meaningful dialogue.

What’s one trend you think the industry can’t afford to ignore this year? 
Nationalism is the one trend that Canadian food and beverage industry cannot afford to ignore this year.  Canadians are more united than ever and purchasing behaviour will be influenced by the “Buy Canada” movement.  Whether this trend continues in 2026 and beyond remains to be seen, but for 2025, food and beverage companies should not ignore the pro-Canada mindset of the consumer.

Buy Canada movement boosts local food and beverages in 2025

In 2025, Canadian consumers are embracing a strong “Buy Canada” ethos in the food and beverage sector. According to the Angus Reid Institute, four out of five Canadians report actively purchasing more domestic products, and 98% of them check for “Made in Canada” labels when shopping. This surge in demand reflects a growing consumer nationalism — a pride-driven preference for homegrown brands. Major retailers are supporting the trend by introducing shelf labels and campaigns to promote Canadian-made items.

Several sectors are benefiting directly. Dairy producers, supported by the 100% Canadian Milk logo, are seeing robust loyalty. Meat producers highlight local origins with certifications like “Raised by a Canadian Farmer.” In produce aisles, in-season Canadian fruits, vegetables, and greenhouse-grown staples are gaining visibility. Specialty foods and beverages — including artisanal maple syrups, craft beers, and regional wines — are also experiencing strong growth. Locally sourced products now show one of the fastest growth rates among food labels in Canada. Overall, the “Buy Canada” movement is opening valuable opportunities for domestic brands to strengthen their market presence and connect with consumers eager to support homegrown quality.

Today
2025 Economic Outlook – Perspectives on the Canadian Food & Beverage Industry
10:30 AM – 11:00 AM
Salon 105