Sino Export West Win, What Comes Next for Canadian Ag & Fighting Food Fraud with guest Deleo de Leonardis, CEO Purity-IQ

In this episode of The Food Professor Podcast, hosts Michael LeBlanc and Dr. Sylvain Charlebois unpack two powerful and timely themes shaping Canada’s food system: the shifting geopolitical landscape of agri-food and the growing threat of food fraud. The episode opens with a wide-ranging news segment focused on Canada’s evolving trade relationship with China, recent developments at Davos, and new data on food inflation.

Sylvain shares insights from Manitoba Ag Days, where optimism is building among farmers following Canada’s short-term agricultural trade deal with China, particularly for canola, lobster, and beef exports. The hosts explore the strategic implications of re-opening Chinese markets, noting how geopolitical uncertainty is now a permanent feature of food systems. Sylvain argues that Canada must invest more heavily in domestic manufacturing, modernize supply management, and incentivize green technologies to strengthen long-term food sovereignty. The conversation also turns to food inflation, with Sylvain explaining why Canada’s 6.2% food inflation rate cannot be blamed solely on the GST holiday, pointing instead to opportunistic pricing and structural inefficiencies across the supply chain.

The second half of the episode features a compelling interview with Deleo de Leonardis, CEO and Co-Founder of Purity IQ, a science-based company specializing in food and supplement authenticity testing. Drawing on her 30-year career in grocery retail, including two decades at Sobeys, Deleo explains how food fraud represents one of the most underestimated risks in modern retail. While many companies rely on basic identity testing, Deleo highlights the critical difference between identity and authenticity: a product may technically meet regulatory standards while still being diluted, substituted, or adulterated.

Deleo introduces advanced tools such as nuclear magnetic resonance (NMR) spectroscopy and DNA-based testing, which allow for non-targeted analysis at the molecular level. This approach enables Purity IQ to detect unknown adulterants and inconsistencies across batches—something traditional testing methods often miss. She outlines high-risk categories such as olive oil, honey, fish, avocado oil, sesame oil, and dietary supplements, emphasizing that food fraud is an opportunistic crime driven by global supply shocks, climate events, tariffs, and geopolitical instability.

Together, the episode paints a sobering picture: as supply chains become more complex and economic pressures rise, food authenticity will become a defining issue for retailers, brands, and regulators alike. The hosts conclude that in an era of shrinking trust and rising prices, transparency and scientific verification may be the only sustainable path forward for the global food industry.

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.