2025 - SIAL Canada Daily - REVIEW Edition

REVIEW
THURSDAY
MAY 15 TH 2025
SIAL CANADA 2025
A TASTE OF
TOMORROW
PREPARING THE NEXT
CHAPTER OF THE AGRI-FOOD
INDUSTRY
NEWS
Cracking the Quebec
code: Why one-sizefits-all
doesn’t work
in Canada
#05
SEEN @ SIAL CANADA 2025
A true taste of
France: Chocmod's
French Mallow
#10
“We put
the spotlight on
Canada”
EXCLUSIVE INTERVIEW
Tony Melis
CEO,
SIAL Canada
#08

with
From Toronto to the world: SIAL
Canada 2025 makes its mark
2,500 trees planted
2,500kg of plastic
waste collected
SIAL Canada 2025, held from April 29 to May 1 at Toronto’s
Enercare Centre, was a resounding success this year with more
than 1,000 exhibitors and brands from 54 countries attracting
traffic of over 23,000 professionals from 78 countries. The event
proved to be a dynamic hub for innovation, networking and
business development.
This year’s show shone the
spotlight on Canada as the
Country of Honour, celebrating
its leadership in the sector and
showcasing a wide selection of
products from coast to coast.
The Start-Up Village featured
32 emerging companies, with
the sixth edition of the Pitch
Competition showcasing
groundbreaking solutions in food
tech and consumer packaged
goods. The SIAL Innovation
competition highlighted several
cutting-edge products, while
the International Cheese
Competition awarded excellence
across 26 categories.
The event's atmosphere was
vibrant, with high-level attendees
and politicians including Ontario
Premier
Doug Ford
underscoring the show's
significance on the national
and international stage. A wide
range of conferences and expertled
sessions provided insights
into sustainability, AI in food
production, and multicultural
market strategies, among other
topics.
SIAL Canada 2025 once again
demonstrated its pivotal
role in shaping the future of
the food industry, offering
a comprehensive platform
for professionals to connect,
innovate and drive growth•
European GIs
in the spotlight
at SIAL Canada
2025
© Elle Gourmet
All photos: © Josée Lecompte
The European Union participated
in SIAL Canada 2025 with the
aim of highlighting its culinary
tradition through Geographical
Indications (GIs) — products
that embody not only quality,
but also stories deeply rooted
in a territory, heritage and
craftsmanship. In partnership
with ELLE Gourmet, the EU stand
brought to life the theme "A story
in every bite" through a carefully
curated program of rotating live
demonstrations, chef-led tastings,
and product storytelling. Two daily
activations were organized with a
different chef each day (Chef Eva
Chin, Chef Joseph Shawana and
Chef Imrun Texeira) showcasing
GI products in combination with
their own creativity. Throughout
the presentations, ELLE Gourmet
handed out charcuterie "cups"
that contained some of the
GI-ingredients that were being
talked about, including Greek
Feta, crostini with Spanish Olive
Oil, French Roquefort and Italian
Prosciutto di Parma•
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SIAL CANADA DAILY • THURSDAY MAY 15 TH 2025 3

NEWS
Cracking the Quebec code:
Why one-size-fits-all doesn’t work in Canada
with
2,500 trees planted
2,500kg of plastic
waste collected
On the third day of SIAL Canada 2025, as part of the Marketing Track,
Stephane Crevier, VP Brand Strategy & Growth, Pigeon and Francis
Parisien, SVP sales SMB Canada NielsenIQ gave a presentation on the
cultural specificities of the food market in Quebec entitled "Unlocking
Canada’s Food Markets: What Sets Quebec Apart."
Ontario and Quebec make up 61%
of the Canadian market, while
1 in 4 Canadians live in Quebec,
meaning that Quebec counts for
24.4% of Canadian households.
One of the first topics Crevier and
Parisien addressed was the place
of pleasure in food consumption,
which was significantly higher in
Quebec. Stephane Crevier cited
celebrity chef Anthony Bourdain
who famously said that "For
Quebecers, pleasure is a serious
thing." He went on to highlight
that consumers concerned with
pleasure are more spontaneous
and generally willing to spend more
that those that are health-focused.
A study from Pigeon showed that
for 76% of Quebecers happiness is
important, compared to 24% of the
rest of Canadians (who were more
concerned with responsibility).
Crevier and Parisien discussed how
multiculturalism is demographically
different in Quebec than the rest
of Canada, with fewer immigrants
overall and from different countries.
While in Toronto or Vancouver there
are a lot of Chinese and Filipino
immigrants, in Quebec there are
more people coming from Frenchspeaking
nations such as Haiti
and countries in the Maghreb.
This has a big impact on the foods
and products available, with an
under-development of Chinese
food in Quebec for example. 78% of
Quebecers say they mainly speak
French at home, and 47% say
that they can only speak French,
which is an important factor when
it comes to labeling and branding
products.
FOR 76%
OF QUEBECERS
HAPPINESS IS
IMPORTANT,
COMPARED TO 24%
OF THE REST OF
CANADIANS
The main takeaways from the
presentation were that Quebec has
a unique culture and consumption
style with a strong preference
for adapted marketing and local
products. Brands looking to break
into the market cannot just copypaste
a general Canadian branding
strategy, they need to take into
account the language, preferences
and cultural context of this unique
province•
NEED TO
ADVERTISE NEXT
YEAR?
BOOK YOUR
SPACE NOW!
Do you want to strengthen your
brand's presence at SIAL Canada
2026?
Book your bilingual advertising or
advertorial space in the SIAL Canada
Daily now, we'd be happy to discuss
opportunities with you.
Contact us at
bettina.badon@cleverdis.com
or give us a call at
+33 6 60 42 68 04
We'll help you increase your brand
awareness in the agri-food industry!
SIAL CANADA DAILY • • THURSDAY MAY 1 ST MAY 15 TH 2025 5

NEWS
EXCLUSIVE INTERVIEW
© Josée Lecompte
© Josée Lecompte
“The energy on the show floor was
amazing”
Following the 2025 edition of the show, SIAL Canada Daily caught
up with Nicolas Trentesaux, Managing Director of the SIAL
Network, to reflect on a high-stakes edition—and the role of the
show within a rapidly evolving global food landscape
SIAL Canada crowns this year’s
cheese champions
The International Cheese
Competition took place on the first
day of SIAL Canada 2025, returning
to Toronto for its fourth edition.
Dedicated exclusively to cheese, the
biennial event featured 205 entries
from 10 countries, evaluated across
27 categories by a jury of 14 industry
professionals, chaired by Gurth M.
Pretty.
Ontario-based Stonetown Artisan
Cheese was awarded Grand
Champion for its Grand Trunk
Start-Up Pitch Competition
showcased the future of food
One of the most anticipated
moments of SIAL Canada 2025,
the sixth edition of the Start-Up
Pitch Competition brought fresh
energy and forward-thinking ideas
to the Expert Hub stage. Sixteen
entrepreneurs from the Start-Up
Village had three minutes each to
pitch their concepts to a jury of of
six investors and industry leaders,
chaired by Dr. Ana Cristina Vega
Lugo of Niagara College, across
two categories: Startup CPG and
FoodTech.
In the CPG category, NanaShake took
home Gold for its plant-based, vegan
frozen dessert bars. Goldy’s earned
Silver for its superseed cereals and
oat flours made from 100% natural
ingredients, while Bonbon Collections
cheese, and its Wildwood cheese
received the Special Prize for Best
Canadian Cow’s Milk Cheese—a
new award introduced this year by
Dairy Farmers of Canada to spotlight
excellence in cheeses made from
100% Canadian cow’s milk.
The Quebec Dairy Processors
Association (CILQ) also presented
a special award for Best Quebec
Farmstead Cheese, selected from
among cheeses certified under
the province’s “Fromage fermier”
(vegan, allergen-free cakes) and
Chien Gourmand (meal boosters for
dogs) shared the Bronze.
In the FoodTech category, New
School Foods won Gold for its
ultra-realistic plant-based salmon
fillet, developed using a novel
manufacturing technology, and Terra
Bioindustries claimed Silver with a
biotech solution that upcycles food
waste into functional ingredients.
This year’s winners clearly
highlighted the industry’s biggest
trends: sustainability, healthconscious
innovation, and circular
technologies. With many projects
focused on plant-based and allergenfree
solutions, this new generation of
entrepreneurs is shaping the future
of food•
designation. This year's winner was
Chemin Hatley from Fromagerie la
Station Inc.
All winning cheeses were made
available for tasting during a special
Happy Hour networking event held
later that day at the SIAL Dairy
booth.
“The 2025 edition was a great
success,” said Gurth M. Pretty. “All
of the cheeses submitted were
champions in my eyes”•
© Josée Lecompte
© Josée Lecompte
At the opening ceremony you
mentioned that SIAL Canada is
happening at a pivotal time for the
industry. Why is this such a crucial
time?
SIAL Canada has been a core
event within the Canadian
ecosystem of the food industry for
over 20 years, it's very important
for the community. What was
tricky this year, of course, was
the situation with the U.S. and
what's going to happen. In this
context, it's even more important
for everybody to gather, and
especially for the Canadian
community to stick together.
The first thing we noticed at the
show was that the American
pavilion was operating as normal
this year, nobody cancelled. It's
the same on the buyer side, they
were all there. This really proves
that business is prevailing.
Everyone is remaining optimistic,
looking for solutions to continue
working with the U.S., and at the
same time Canadians are also
refocusing on the local market.
This is actually a worldwide trend,
buying local, it's more sustainable,
there's less transport, etc. The
fact that Canada was the Country
of Honour this year also really
brought everybody together.
SIAL in China - Shanghai
May 19-21, 2025
SIAL India - Mumbai
Canadians are also looking to
diversify and branch out to other
markets. I think the mindset is
truly constructive. Everyone is
very positive and the energy on
the show floor was amazing this
year.
Can you discuss the importance of
innovation at SIAL Canada, and for
the industry as a whole? Are there
any examples that have stood out
to you at the show this year?
Innovation is very important for
OUR GLOBAL
STRATEGY IS TO
BRING LOCAL AND
INTERNATIONAL
EXHIBITORS TO MEET
LOCAL BUYERS
Food & Drinks Malaysia by SIAL
July 01-03, 2025
© Josée Lecompte
SIAL in China - Shenzhen
the industry, not just in
Canada but worldwide.
More or less, we can
say that probably
50% of the products
that will be on shelf
in five years' time do
not exist yet. It's a key
part of the dynamic
of the industry, to
reinvent new products.
Innovation is really about trying
to meet consumer needs. Today
some of the main trends include
pleasure, health and sustainability,
and how can you combine the
three of them. Consumers want it
all. For example, the winner of the
SIAL Innovation Bronze Award was
a tomato flour from Italy. It's made
from a by-product leftover from
their sauce instead of throwing
it away. It just makes sense. And
you bring health benefits because
it's gluten-free. These kinds of
products make the show inspiring
What unique role does SIAL
Canada play within the global SIAL
Network? How do the different
shows of the global SIAL Network
work together?
SIAL Canada was launched
in 2001, making it the third
show after SIAL Paris and SIAL
Shanghai. It's by far the leading
event in Canada which makes
UP NEXT ON THE SIAL NETWORK
Gourmet Selection - Paris
September 21-22, 2025
Nicolas Trentesaux
Managing Director of the SIAL Network
the difference for the Canadian
market.
SIAL Paris is our clear global
event, it's been around for 60
years. It's the biggest show in the
world and the share of the French
exhibitors and visitors is very
minor. It's a global marketplace.
The other shows are more regional
and target different markets.
Shanghai, for example, is clearly
focusing on China. Because of
the size of China we've added
Shenzhen to cover the south as
well. Our global strategy is to bring
local and international exhibitors
to meet local buyers, which is
why we have our flagship show
in Paris, and we are expanding
internationally with local trade
shows, especially in Asia and
looking towards Africa in the near
future•
SIAL Interfood Jakarta
SIAL India - New Delhi
December 11-13, 2025
June 26-28, 2025
September 01-03, 2025
November 12-15, 2025
6 SIAL CANADA DAILY • THURSDAY MAY 15 TH 2025 daily.sialcanada.com
SIAL CANADA DAILY • THURSDAY MAY 15 TH 2025 7

EXCLUSIVE INTERVIEW
with
2,500 trees planted
2,500kg of plastic
waste collected
“We put the spotlight on Canada”
After a standout edition in Toronto, SIAL Canada CEO Tony Melis reflects on
three days of bold ideas, strong buyer engagement, and why the show is a
launchpad for global growth
Tony Melis
SIAL Canada CEO
Tony Melis shares his key takeaways from this year’s show, discusses
shifting industry dynamics, and offers a glimpse of what’s ahead for 2026
in Montreal.
What were your overall impressions
of the show this year, and has it lived
up to your expectations?
I think with Canada
being the Country of
Honour, it gave the
show a different
vibe this year. We
put the spotlight
on Canada, on
Canadian excellence
and what the
Canadian market
can produce from
both sides—from
buyers looking for
Canadian products,
but also buyers
looking to diversify
their sourcing. There
was a feeling that
people were eager to
do business.
The feedback I've
received from exhibitors
has been that they had a lot
of very interesting, engaging
conversations. The quality of
traffic was very good.
Ahead of the show there
was some concern about how
attendees would to react to the
U.S., but we had no cancellations.
We surveyed our exhibitors and
they were clear that they absolutely
wanted to meet American buyers,
that they prefer to continue the
dialogue. It's still 300 million people
that live next door. However, they
were also looking to meet buyers
from other countries as well.
Whenever you experience a hurdle,
it also creates opportunities. I
think that's the change in mindset
I noticed for Canadian buyers and
Canadian exhibitors, and I think the
international exhibitors noticed it as
well.
At the SIAL Innovation Awards
on the first day of the show you
said that SIAL Canada is about
"what's new, what's next and what's
possible." Can you elaborate on
this?
Our mission is really clear: we're
looking to connect people,
stimulate innovation, and create
opportunities. We're stimulating
innovation with the SIAL Innovation
Awards and the Pitch Competition,
that's really the future of the
industry. SIAL Canada is all about
the latest trends, which encourages
companies to dream bigger.
There's a roadmap for a start-up
to grow within the SIAL Network.
You can start as a start-up, then the
next year be an SME. You can grow
to a certain size, then you can start
exploring. Do you want to export
to Europe? Do you want to export
to Asia? We have a whole network
you can feed into. It all starts with
an idea and you have to have the
courage to think outside the box,
you have to have the energy and
persistence to really believe in your
product and go out there and sell it.
Then you get picked up by a retailer,
then you grow, and then anything is
possible.
OUR
MISSION IS
REALLY CLEAR:
WE'RE LOOKING
TO CONNECT
PEOPLE,
STIMULATE
INNOVATION,
AND CREATE
OPPORTUNITIES.
Were there any overriding trends
that you noticed at the show this
year?
There's of course the trend that
indulgence and good for you
can go together. The upcycling
of products is also important. I
noticed cleaner labels with clearer
ingredients, which translates into
transparency for the consumer.
There's also a trend towards
addressing specific segments of
an audience, for example with the
SIAL Innovation finalist Tea for
Guys which offers specific benefits
for men's health. This could be
applied to other segments as well.
The story behind the product is
increasingly important. If people
buy the story, they'll buy the
product.
What are your goals for the future
of SIAL Canada? Can you give us
a sneak peek into some highlights
for Montreal next year?
Buyers at the heart
of SIAL Canada
At SIAL Canada 2025, the Buyers Program once again demonstrated
its strategic importance in fostering high-level connections and
driving global business forward. This year, the show took a bold step
to enhance the experience by consolidating all B2B meetings in a
single dedicated space: the Buyers Lounge. Thanks to strengthened
partnerships with OMAFA and MAPAQ, this central hub became the
heart of international sourcing activity during the show.
The impact was substantial. Over 100 hand-selected national and
international buyers participated in the official programs, engaging
in nearly 1,000 curated meetings. Exhibitors and buyers came from
46 countries, reflecting the truly global nature of the program. The
We are looking to expand. There is
already a lot of interest already for
Montreal next year. We've had a lot
of trade missions scoping out this
year's show to see if they'll attend
next year. There's a couple of Latin
American and Asian countries that
will be new next year. We really feel
that Canada is now on the radar of
an increasing number of countries,
they are seeing Canada as an
opportunity. This is very positive.
It looks like we'll be sold out in
Montreal and we are looking to
accommodate extra space at the
Palais des congrès•
matchmaking process allowed for real-time business conversations
on the show floor, with many of them translating into concrete
commercial agreements.
SIAL Canada was proud to welcome key industry players such as
Walmart, KeHE, Sam’s Club, Kroger, Williams Sonoma, Sobeys,
Loblaw, Coleman Group, HEB, City Club, Grupo Piscimex, and
Soriana. Their presence underscored the growing role of the show as
a major sourcing destination in North America and beyond.
SIAL Canada's mission remains the same: to connect exhibitors
with high-quality, investment-ready buyers who are looking to build
sustainable and long-term business relationships. The success rate
speaks for itself: since 2023, two-thirds of meetings have led to
sales, and the buyer satisfaction rate has remained at 100%.
By continuing to refine and strengthen the program year after year,
organizers aim to keep SIAL Canada at the forefront of global agrifood
trade, where meaningful encounters create lasting impact•
8 SIAL CANADA DAILY • THURSDAY MAY 15 TH 2025 daily.sialcanada.com
SIAL CANADA DAILY • THURSDAY MAY 15 TH 2025 9

SEEN @ SIAL CANADA 2025
A true taste of
France: Chocmod's
French Mallow
With Chocmod's French Mallow they've
introduced the French "guimauve" style of
marshmallow to North America. Extruded
for a special smooth texture, these premium
marshmallows are made with real vanilla and can be
created in different shapes. Sold at 100% of locations
for both Costco Canada and Costco Mexico ahead
of Easter this year, the French Mallow chocolate
covered marshmallows are individually wrapped
and come in the form of a rabbit, perfect for
Easter egg hunts.
• Crisp milk chocolate coating
• Light velvety texture
• Appeals to all ages
After the success of this first venture, the
company plans to create other festive shapes such
as Christmas trees for Christmas and hearts for Valentine's Day. A
high-end French treat with a nostalgic premium quality taste•
Mama’s Vegan
White:
A plant-based
version of a Greek
classic
With veganism gaining popularity around the
world, consumers are increasingly looking
for plant-based dairy alternatives. Gristiren
Limited, located in an industrial area of
Northen Greece, specializes in the production
of top quality cheese analogues with a growing
presence in over 20 countries worldwide.
Mama's Vegan White cheese, for example, has
a Greek feta flavour and is ideal for pizzas, pies
and salades.
•Layers of bergamot and
creamy notes
•Small batch blended and
packed in Canada
• 100% compostable overwrap
envelope, woven tea bag material,
tag and string
Brewing global
flavour with
Canadian craft
The Metropolitan Tea Company is proudly
Canadian, with their factory located in Toronto,
Ontario. They offer over 2,000 premium products
and import teas and ingredients directly and
ethically from farmers from around the world before
assembling them in Canada.
The Cream Earl Grey 988 is one of the brand's most
popular teas. Made from black tea imported from Sri
Lanka combined with cornflower and natural flavours,
the result is a tea with lush layers of bergamot and
creamy notes that can be enjoyed hot or cold, as well
as in a London Fog or tea-based cocktails. The tea
bags are commercially compostable and packaging
materials 100% recyclable•
• Suitable for vegans
• Ideal for pizzas, pies and salades
• Gluten free and soy free
Made with coconut oil, it is gluten free, soy
free, lactose free and dairy free and available
in blocks of 200g, 400g, 2.5kg and 12.5kg.
Mama's Vegan White cheese is thus suitable
for a number of specific diets including
vegetarian, vegan, lactose-intolerant and
gluten-intolerant, as well as consumers
looking to lower their carbon footprint•
10 SIAL CANADA DAILY • THURSDAY MAY 15 TH 2025 daily.sialcanada.com