Food Innovation, Tariffs & TikTok Moments and guest James Maitland, CEO of Les Aliments Dainty Foods Inc.

In this episode of The Food Professor Podcast, presented by Caddle, hosts Michael LeBlanc and Dr. Sylvain Charlebois deliver their trademark mix of hard-hitting food industry analysis and an insightful conversation with a top Canadian food leader.

The episode kicks off with a wide-ranging news segment. Michael and Sylvain debate Canada’s “Big Five” fast-tracked federal projects and why agri-food continues to be sidelined in national infrastructure planning. They highlight the missed opportunities for boosting food supply chain efficiency, from beef processing facilities to critical ports like Vancouver, which remain among the world’s least efficient. The hosts also unpack new EV tariffs targeting Chinese electric vehicles, dissect how they intersect with trade relations, and explore why Canada’s ag sector is often the first target of Chinese retaliation. The discussion moves to TikTok’s ongoing influence in food marketing, recalling Ocean Spray’s viral cranberry moment and the elusive quest for the next billion-view food trend. Rounding out the news, they tackle inflation, food counter-tariffs, and how media narratives are obscuring the real cost impact on Canadian consumers—everything from coffee and tea prices soaring by 20% to rising costs in meat, sugar, and spices.

The conversation then shifts to a feature interview with James Maitland, CEO of Les Aliments Dainty Foods Inc.—Canada’s only rice mill, located in Windsor, Ontario. James shares his career journey from General Mills and Maple Leaf Foods to leading Dainty, a company with a proud 140-year legacy. He reveals breaking news about the company’s upcoming U.S. expansion, with a $50–$75 million investment in a new facility focused on retort pouch technology and ready-to-eat innovation. James explains how Dainty sources authentic rice from global origins, mills it in Canada, and continues to grow as a trusted brand on Canadian shelves. The discussion highlights innovation, from the launch of the new Timewise brand—featuring convenient pasta and rice dishes—to sustainability initiatives like regeneratively grown rice and packaging breakthroughs.

With unique insights on tariffs, supply chain challenges, and the balance between legacy and growth, James Maitland provides a behind-the-scenes look at what it takes to lead a Canadian food brand into the future.

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.