Soul7 Produce is betting that affordable, nutritious snacks made from upcycled produce can carve out a larger place in Canada’s growing health-food market as the company expands into the United States.
The Vaughan, Ont.-based company, founded about 12 years ago by Sherri Belton and her husband Tim, produces fruit-and-vegetable snack squares containing protein and fibre. Belton said the idea emerged from her experience as a mother of four who was frustrated by heavily processed breakfast foods that left children unsatisfied.
Drawing on her background in health sciences and her husband’s experience in the food industry, Belton said the company wanted to create a convenient snack made with real ingredients and without additives or preservatives.
Soul7 Produce uses fresh fruits and vegetables that might otherwise be discarded because of appearance issues, including bruised bananas, irregular sweet potatoes and blemished oranges. Belton said the company’s upcycling approach helps reduce costs and allows it to keep prices lower than many competing health-focused snack products.
Belton said affordability is central to the company’s philosophy at a time when consumers are struggling with rising grocery prices, particularly for fresh produce. She said the company aims to make healthier food accessible to people from all income levels.
The company also donates products to food banks in communities where its snacks are sold. In addition, Soul7 Produce operates an inclusion program that brings in adults with intellectual disabilities every week to help assemble trays and packaging.
Belton said the business began in a small kitchen in the family basement and has since expanded into major grocery chains, including Loblaws, Sobeys, Longo’s, Farm Boy and Healthy Planet. The company is also preparing to launch products in Metro stores and has secured a retail partnership in Florida as part of its U.S. expansion plans.
She said entering large retail chains has been challenging for a small business, but the company remains focused on growth across Canada and the United States.
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