In just a few years, Michael Lines and his team were able to take a fledging natural foods brand with nearly zero sales and grow into a successful business operating in both Canada and the U.S.<\/p>\n\n\n\n
Lines is the CEO of Toronto-based Wellness Natural, which owns and operates SimplyProtein, a line of plant-based snacks. He spoke with Chief Executive <\/em>to share how the company achieved fast-paced growth, leadership\u2019s role in developing a strong culture and the importance of giving back.<\/p>\n\n\n\n I stepped in with a clear vision: to build a better-for-you protein snack brand that fits into everyday life. But I knew from experience that the key to bringing this vision to life wouldn\u2019t just be great products\u2014it would be a great team.<\/p>\n\n\n\n In the beginning, we were a small but scrappy group with just a few key customers. I was deeply involved in every aspect of the business; not just shaping the strategy, but also shaping the team that would execute it. I focused on hiring people who were smart, hardworking and passionate about what they do. And, just as importantly, people who believed in the values that would define SimplyProtein\u2019s culture.<\/p>\n\n\n\n Together, we laid the foundation for growth, focusing on building a strong brand identity and product portfolio, finding the right brokers and retail partners and creating an internal culture of ownership, agility and collaboration.<\/p>\n\n\n\n We were intentional about how we worked, ensuring that every team member had a voice, a clear role and the opportunity to make a real impact. As we grew, I empowered the team to take ownership, challenge the status quo and bring new ideas forward. That mindset has been instrumental in our success.<\/p>\n\n\n\n One of the proudest moments for me has been watching our team\u2019s dedication and values come to life in ways beyond just business growth. Our collective commitment to transparency, sustainability and ethical business practices led us to earn our B Corp certification, something that truly reflects who we are as a company.<\/p>\n\n\n\n Beyond our internal team, we\u2019ve also built strong relationships with partners who share our vision. By fostering a culture of collaboration and listening\u2014both internally and externally\u2014we\u2019ve been able to stay ahead of trends, adapt quickly and continue pushing SimplyProtein forward.<\/p>\n\n\n\n At the end of the day, SimplyProtein\u2019s success is a team effort. We\u2019ve come a long way, and I truly believe it\u2019s because we built not just a great company, but a great team behind it.<\/p>\n\n\n\n One of my favorite sayings is from Peter Drucker: \u201cCulture eats strategy for breakfast.\u201d In addition to executing the \u201cwhat\u201d we do with a focus on target numbers, we are clear on our \u201cwhy,\u201d and how each opportunity fits into that whole but specific brand purpose. Each member of our team not only understands the what and why we do it, but also understands the importance of their role in helping us get there, as a team.<\/p>\n\n\n\n I\u2019ve done my best to build an \u201cAND\u201d culture: one where we have an awesome workplace with purpose AND delivers results. It\u2019s my job to inspire the team to own the process, celebrate their wins and learn from setbacks. That takes deep listening, an understanding of the role that work plays in each team member\u2019s life, and fostering real connections, while maintaining accountability and expectations. It\u2019s quite the balancing act.<\/p>\n\n\n\n I\u2019m immensely proud that we were chosen as one of just eight companies for the 2025-2026 KeHE CARETrade program. Each year, KeHe selects a handful of like-minded, mission-driven brands that are working to give back to communities and make the world a better place. Selection to this program introduces us to a network of retailers and shoppers across the U.S. and Canada, all of which are looking to foster a deeper connection with the products they purchase.<\/p>\n\n\n\n Not only does being named a KeHE CareTrade partner validate the work we\u2019ve been doing to provide high-quality, plant-powered, better-for-you protein snacks that help people simplify and better manage their nutrition, it also establishes us among some of the world\u2019s most admired, purpose-driven brands.<\/p>\n\n\n\n Being named a KeHE CareTrade partner will help us extend the reach of our mission: to nourish people as if they are family, support the community like they are old friends and take care of the planet like it is our backyard.<\/p>\n\n\n\n SimplyProtein\u2019s Wellness Collective is an employee-led team advancing projects that directly benefit the communities in which our employees and partners live and work. We activated our first projects in 2024, including funding the construction of a water well in a Vietnam supplier\u2019s community that previously had no immediate access to potable water.<\/p>\n\n\n\n Going forward, a major goal of our Wellness Collective will be to help alleviate youth food insecurity throughout North America, an issue that\u2019s extremely close to my heart. Our objective is to donate a million bars annually, and two percent of revenue\u2014roughly five percent of profits\u2014through monetary donations.<\/p>\n","protected":false},"excerpt":{"rendered":" CEO Lines shares how he and his team were able to scale their natural food brand\u2014and how he\u2019s maintaining that growth. <\/p>\n","protected":false},"author":3053,"featured_media":371960,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_oasis_is_in_workflow":0,"_oasis_original":0,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[57708],"tags":[],"class_list":["post-371958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-canada"],"acf":[],"yoast_head":"\nTell us how you and your team were able to accomplish such fast growth.<\/h5>\n\n\n\n
You believe a company’s success starts with its people and the culture that is established from the top. What concrete steps can leaders take to foster such a culture?<\/h5>\n\n\n\n
Last year, SimplyProtein was named a KeHE CARETrade partner. What is the significance of that?<\/h5>\n\n\n\n
Your company last year also established a Wellness Collective to identify and support community programs that the company can meaningfully support. Tell us about this initiative and how it’s impacting your communities.<\/h5>\n\n\n\n