How I found my home in Canada’s health food industry
By Adam Martin
After earning my degree from the University of British Columbia (UBC), I landed my dream job in management consulting where I lasted only 90 days. It was 2008, and Occupy Wall Street was in full swing. I found myself questioning my contributions to the world around me. After quitting, I worked in the non-profit sector for a while. But I had a desire for something more.
My big plan was to take a working holiday in Australia, learn how to surf, and not much else. On a call with my dad, he asked me if, instead, I was willing to take a flight to Calgary to see what he and the team at Community Natural Foods were up to.
My dad, who had spent his career in very corporate roles in Toronto before moving to Calgary, would call me each week talking about yet another life-changing natural health product. Now, you need to understand that we were a very conventional household. Our two favourite food groups were pizza pops and chocolate milk. But one thing was clear: he was loving this job more than any he had ever had before.
I decided to fly out to Calgary to meet the team. They wanted someone to help with managing a major renovation project. After seeing firsthand what had captivated my dad, I decided to stay.
Over the next 12 years at Community, I took on a variety of roles from HR to category management and, in 2018, running the retail business. During that time, Community became a certified B Corp, was recognized as one of Canada’s Best Managed Companies, and was CHFA’s retailer of the year numerous times. I also joined CHFA’s board of directors and worked with some of the industry’s best.
In 2019, the owner of Community decided he was ready to retire and asked me to lead a sale process for him. Calgary Co-op acquired the business that fall, and I worked with their team for two years to assist in the transition.
Eventually, I rejoined the original owner of Community in his manufacturing business MW Natural Products in 2022. I had just completed my MBA and had worked with the team at MW to develop a turnaround plan for them. As the plan was being executed, the owner again shared his desire to retire and asked me and my wife to take over as the owners of his business. In January 2023, we formed 15:17 Brands to complete the acquisition and now find ourselves running the company behind Alberta Natural Products and Sensible Co, two great all-natural, cold-process bar soap brands.
When I joined the natural health industry, my dad was convinced I would only last 90 days but now, 14 years later, I can’t imagine ever leaving this industry that I love. So, what keeps me here?
It’s a marriage between doing business and doing good. While I now work in the for-profit world, I get to do it in the industry leading the way in social enterprise. Simply put the products that come out of the natural, organic, and wellness industry are making the world a better place, and the companies behind them are showing the world a better way to run businesses.
Everyone wants to help. The cooperation in our industry is unparalleled. My direct competitors often compare notes, share their journeys, and give me a hand when I need it. Mentors always take a call from me, and I will go out of my way to help others anytime I can.
There is still work to be done. The industry is amazing, but it is constantly under the stress of overregulation. Seeing firsthand the difference the industry can make, I desperately want it to persist and grow for generations to come. Being a part of restoring the world to a better state for my kids and their peers is a great motivation every day.
Over the coming issues of CNHR I hope to share some of my learnings from my journey, answer any questions readers may have, highlight great things I see happening in the industry, and have some fun too.
For those who came before me: thanks for making this place so special, and for welcoming me so warmly into the industry that will be my forever home. And for those new to the industry, welcome to the best place around, you’re going to love it here!