In this episode of The Food Professor podcast, hosts Michael LeBlanc and Sylvain Charlebois dive deep into Canada's mounting food inflation crisis and explore the thriving Ontario wine industry with special guest Dan Sullivan, co-founder and head winemaker at Rosehall Run Vineyards in Prince Edward County recorded live at the Ontario Craft Wineries Conference in Niagara Falls.
This episode opens with alarming news about Canada's food inflation reaching crisis levels. Charlebois reveals that Canada now has the highest food inflation rate among G7 countries, primarily driven by countervailing tariffs that have backfired on Canadian consumers. The hosts explain how Prime Minister Carney quietly eliminated most food-related tariffs on May 7th, though this decision received little public attention during the election. The discussion highlights how these tariffs made alternatives to American products more expensive, creating a perfect storm for Canadian grocery shoppers.
The conversation shifts to emerging issues like "maple washing," where Charlebois shares specific examples of pricing discrepancies between products marketed as Canadian on the shelves versus imported products, urging grocers to exercise greater caution in their merchandising practices.
A significant business development takes center stage as Quebec's Excel chicken processing cooperative faces a potential acquisition by Saputo subsidiary Sofina. This $6 billion deal could reshape Eastern Canada's supply chain under supply management systems, potentially leading to higher chicken prices and operational challenges.
The interview segment features Dan Sullivan from Rosehall Run Vineyards, one of Prince Edward County's premier wine producers. Sullivan shares his 25-year journey transforming a 150-acre farm into one of Ontario's largest family-owned wineries in the region, producing 9,000-14,000 cases annually. He discusses how Prince Edward County evolved from a drive-through destination to a four-season wine tourism hotspot, emphasizing the region's focus on Pinot Noir and Chardonnay varietals.
Sullivan explains how social media marketing has revolutionized wine sales, moving away from traditional critic-driven recommendations toward peer influence and community building. He describes their dual distribution strategy, selling premium estate wines directly while maintaining LCBO presence with entry-level products that serve as consumer introductions to the brand.
The episode explores recent Ontario government support for the wine industry, including Premier Doug Ford's $35 million funding commitment over five years. Sullivan expresses optimism about current market opportunities, particularly given recent trade disruptions that have created space for Ontario wines on retail shelves.
We also discuss innovative celebrity food collaborations, highlighting Selena Gomez's partnership with Oreo to create a horchata-flavored cookie. They note Gomez's remarkable success as one of the youngest self-made billionaires at 32, worth $1.3 billion, mainly through her Rare Beauty brand and strategic collaborations. The discussion extends to other celebrity food ventures, including Ryan Reynolds' successful breakfast collaboration with Tim Hortons, which generated impressive lineups and sales.
These segments underscore broader themes of food security, consumer choice, and the complex interplay between government policy and market dynamics affecting Canadian food producers and consumers.
Premier Doug Ford photo credit: Photo by Ernest Doroszuk /Toronto Sun