Retail, Riesling, and Relationships: Ed Madronich, President of Flat Rock Cellars on Building a Brand That Lasts

In this special summer bonus episode of The Food Professor Podcast, co-Michael interviews Ed Madronich, President of Flat Rock Cellars, recorded live at the Ontario Craft Wineries Conference in Niagara Falls.

As part of the podcast's summer series highlighting thought leaders in the Canadian food and beverage industry, this episode delves into Ed's personal and professional journey through the wine industry and the evolution of one of Ontario's most celebrated wineries.

Ed shares how a chance trip to France at age 19 sparked his lifelong love for wine—an encounter that led to a career built on passion, community, and a dedication to quality. He reveals the philosophy that drives Flat Rock Cellars: celebrating "place" by making wine that reflects the soil, slope, and unique geography of the 20 Mile Bench in the Niagara Peninsula, while breaking down the traditional, often intimidating barriers to wine appreciation.

The conversation encompasses not only terroir and taste, but also strategy, particularly in terms of market access and retail. Ed opens up about his unorthodox but successful approach to distribution, including the brand's strong presence in Costco. He emphasizes relationship-building over aggressive selling and explains how Flat Rock positions itself as a true partner to retail and restaurant buyers. "We don't push product," he says. "We build long-term trust and deliver exceptional value."

With a customer-first mindset and a refusal to compromise on quality or authenticity, Flat Rock has earned industry-wide respect. Ed discusses how the brand's low-margin, high-quality model has even challenged global competitors, and how his team constantly works to overdeliver, producing $25 bottles that sommeliers say rival the quality of $50 wines.

From label design to customer education, the episode is packed with insights for anyone interested in craft winemaking, retail dynamics, or brand storytelling. Listeners will come away inspired by Ed's down-to-earth leadership and his clear commitment to helping consumers connect with wine, not through pretension, but through joy, passion, and a sense of place.

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.