In this episode, Michael LeBlanc and Sylvain Charlebois discuss Loblaw's new tariff labelling strategy and global trade tensions before interviewing Smokes Poutinerie President Mark Cunningham about their unique Canadian brand built on authentic Quebec ingredients with 80s flair. They explore how Canadian food businesses navigate political challenges while maintaining their identity in an increasingly complex trade environment.
In this episode of The Food Professor podcast, hosts Michael LeBlanc and Sylvain Charlebois tackle pressing issues in Canada's food industry before interviewing Mark Cunningham, President and Chief Operating Officer of Smoke's Poutinerie.
The episode begins with the hosts discussing Loblaw's decision to place "T" labels on products affected by tariffs. While Charlebois appreciates the transparency effort, he questions whether the approach is too simplistic, explaining that tariffs impact entire product categories beyond individual items. The hosts explore how Canadian retailers rapidly " de-Americanize" their product offerings in response to US-Canada trade tensions.
They examine how companies like Moosehead leverage the political climate for marketing with initiatives like their "Presidential Pack" of 1,461 beers (one for each day left of Trump's presidency) before analyzing China's retaliatory tariffs on Canadian canola and seafood. Charlebois criticizes Canada's geopolitical approach, noting how China strategically targeted farmers rather than the automotive sector following Canada's 100% tariff on Chinese EVs.
In the featured interview, Mark Cunningham shares insights about Smokes Poutinerie, the Canadian poutine restaurant franchise with over 100 locations across Canada, including 45+ traditional franchise locations and numerous non-traditional sites in colleges, airports, and arenas. Cunningham discusses how the company honours its late founder, Ryan Smolkin (who maintains the title of "Chief Entertainment Officer"), by staying true to authentic Quebec ingredients while packaging poutine with distinctive Canadian flair through their red and black plaid branding and 80s pop culture references.
Cunningham details their business model's evolution, including adapting to a delivery-focused environment (now representing 35% of sales), managing food costs amid inflation, and their creative approach to menu innovation. He explains how they position themselves as "brand disruptors" in the quick-service restaurant space, using provocative marketing campaigns that often playfully target larger competitors. Cunningham also highlights their World Poutine Eating Championship, which has grown to become North America's second-largest eating competition.
The hosts reflect on the food industry's resilience five years after COVID, with Charlebois noting how the pandemic forced companies to reconsider supply chain management and communication strategies. Additional topics covered include RFK Jr.'s meeting with food executives about banning artificial dyes, EU retaliatory tariffs against the US, and Charlebois receiving a King Charles Coronation medal honouring his contributions to the food industry in Canada and globally.