China Tariffs Dramatic Impact, McDonald's Takes Another Run at a Veggie Burger & WeCook's Fresh Meal Revolution with Michel Gagné, CEO

In this episode of The Food Professor Podcast, hosts Michael LeBlanc and Sylvain Charlebois take on some of the hottest topics, shaking up the Canadian food industry. There's plenty to discuss, from McDonald's latest attempt to crack the plant-based market with a new veggie burger to the disruptive impact of China's tariffs on Canadian seafood and agricultural products.

Kicking off the episode, Michael and Sylvain dissect McDonald's surprising re-entry into the plant-based space after previous failures. They debate whether the new veggie burger will finally resonate with consumers or if it's another attempt destined to fizzle out. As one of Canada's biggest beef buyers, McDonald's faces a delicate balance between satisfying traditional customers and appealing to the growing demand for plant-based alternatives.

Next, they turn their attention to China's tariffs on Canadian seafood and other agricultural exports, which pressure producers and create economic uncertainty. The hosts discuss how Canada's food export strategy is being tested and why policymakers seem more focused on protecting the automotive sector than agriculture despite the latter's massive economic footprint.

Amid these challenges, the episode spotlights new leadership in agriculture. Canada has a new federal Minister of Agriculture, Kody Blois from Nova Scotia, and Ontario has appointed Trevor Jones as its new Minister of Agriculture. Sylvain shares insights on how Blois's background as chair of the Agriculture Committee could bring a pragmatic approach to the role. At the same time, Jones's rural roots could positively shape Ontario's agricultural landscape. The hosts debate what priorities these ministers should address first, especially given the ongoing trade disputes and the economic pressure on Canadian farmers.

In the second half of the episode, the hosts welcome Michel Gagné, CEO of WeCook, to the show. Michel shares his journey from managing primary Cargill and Maple Leaf food operations to leading one of Canada's top fresh meal delivery services. He discusses how WeCook differentiates itself by offering fully prepared, high-quality meals rather than meal kits, making busy weeknight dinners simple and convenient.

WeCook's strategy includes local sourcing and a commitment to freshness, with meals made daily and delivered to customers within just a few days. Michel also discusses challenges like price volatility in ingredients—especially chicken—and how the company has become profitable while maintaining its quality standards. He highlights the importance of brand partnerships, like working with chef Gabrielle Drapeau and ambassador P.K. Subban, to build credibility and expand into new markets. 

The episode concludes with Michael and Sylvain reflecting on how the food industry can innovate in the face of global trade issues, shifting consumer preferences, and evolving political landscapes. Whether you're interested in food policy, fresh meal innovation, or how Canadian companies adapt to the times, this episode delivers fresh insights with every bite.

https://www.spraguefoods.com/

 

About Us

Dr. Sylvain Charlebois is a Visiting Professor in Food Policy and Distribution at McGill University and a Professor in Food Distribution and Policy in the Faculty of Management at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University.

Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. He is one of the world’s most cited scholars in food supply chain management, food value chains and traceability with over 775 published peer-reviewed journal articles. Dr. Charlebois is also an editor for the prestigious Trends in Food Science Technology journal. 

He co-hosts The Food Professor podcast, discussing issues in the food, foodservice, grocery and restaurant industries and which is the most listened Canadian management podcast in Canada. 

Every year since 2012, he has published the now highly anticipated Canadian Food Price Report, which provides an overview of food price trends for the coming year. Furthermore, his research has been featured in several newspapers and media groups, nationally as well as internationally. He has testified on several occasions before parliamentary committees on food policy-related issues as an expert witness. He has been asked to act as an advisor on food and agricultural policies in many Canadian provinces and other countries.

With extensive experience collaborating with businesses, governments, and NGOs, Dr. Charlebois combines academic rigor with practical expertise, making him one of the most influential voices in the global agri-food landscape. His work continues to advance the understanding of food systems, fostering innovation and resilience in a rapidly evolving industry. In 2025, he received the prestigious Charles III medal recognizing his tremendous work in informing Canadians about food issues.

 Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail, The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast.  He has been recognized by the National Retail Federation (NRF) as a global Top Retail Voice for 2025 and 2025, and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.