Manitoba Skips The Food Tax, DoorDash Tops Up, Big CPG Investment in Canada and guest Rob Kelly, Chief Commercial Officer, IKEA Canada

In this episode of The Food Professor Podcast, Michael LeBlanc and Dr. Sylvain Charlebois lead with a fascinating interview featuring Rob Kelly, Chief Commercial Officer at IKEA Canada. Kelly, a 35-year veteran of the company, explains how IKEA—best known as the world’s largest furniture retailer—has become a powerful force in food culture and consumer insight.

IKEA’s newly released global food habits study, conducted with over 30,000 participants across 31 countries, including Canada, takes center stage in the discussion. The findings reveal shifting consumer behaviours: only 38% of Canadians regularly eat at a dining table, 27% eat on the sofa, and a striking 94% use screens during meals. The study also highlights economic pressures, with one in four Canadians admitting to eating food past its best-before date. These insights reinforce IKEA’s focus on “life at home,” where food shapes everyday experiences.

Kelly also provides a behind-the-scenes look at IKEA’s food business, which is far more significant than many realize. IKEA Canada alone sells over 70 million meatballs annually, making food one of the brand’s most powerful traffic drivers. The company is evolving its offering with new “round food” innovations such as plant-based balls and cod balls, as well as globally inspired menu items, while balancing Swedish heritage with locally sourced Canadian ingredients. Sustainability, affordability, and customer experience remain core to IKEA’s food strategy.

Before the interview segment, the hosts break down the latest food and agriculture news shaping the industry. Rising fuel prices linked to geopolitical tensions are already impacting transportation costs, with companies like DoorDash proactively supporting drivers—costs that are expected to flow through to consumers quickly. In Canada, Manitoba’s move to eliminate provincial sales tax on groceries signals a bold policy shift aimed at improving affordability, particularly for vulnerable households.

The episode also highlights positive momentum in Canadian food manufacturing, including a $250 million investment by Kraft Heinz in its Montreal facility, alongside broader industry consolidation trends such as potential acquisitions in the global CPG sector. Additional discussion explores export opportunities for Canadian dairy and value-added products to China, as well as the challenges facing vertical farming due to high capital costs.

 

Ikea Canadian Top 10 Highlights in the Cooking & Eating Report:

 

 

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.