John Daniele

Senior CPG leader with 30 years of experience driving national growth across Canada and the U.S., specializing in grocery, natural, and health & wellness categories. Proven track record of scaling emerging and challenger brands, including pioneering gluten-free innovation in Canada. Expert in leading national retail strategy, broker networks, and distributor partnerships to accelerate revenue growth, expand distribution, and increase market share.

Deep relationships across Loblaw, Sobeys, Metro, Whole Foods, and key U.S. accounts. Combines entrepreneurial leadership with strong P&L ownership and hands-on execution to deliver sustainable, profitable growth.

Senior Manager – North American Branded Sales - TASTE OF NATURE FOODS INC.

(2024-02)

• Lead national sales strategy across Canada and support U.S. expansion, delivering 40% YTD growth
• Own relationships with major retailers including Loblaw, Metro, Shoppers Drug Mart, TJX, and Whole Foods
• Manage national broker and distributor network across multiple channels
• Built and scaled Gas & Convenience channel including 7-Eleven and Circle K
• Partner with executive leadership on pricing, trade spend, and strategy
• Lead U.S. market entry initiatives and distributor agreements

Manager – Canada Branded Sales - TASTE OF NATURE FOODS INC.

(2021-04 - 2024-02)

• Led Canadian business transformation delivering 400% revenue growth
• Launched 18 SKUs in 18 months
• Executed national go-to-market strategy increasing market share
• Expanded distribution across independent and regional grocers
• Secured premium placements through strategic marketing programs

President & Founder - SARAFINA FINE FOODS INC.

(2009-02 - 2019-12)

• Founded and scaled a pioneering gluten-free brand in Canada
• Built nationwide distribution across major grocery banners
• Launched first widely distributed gluten-free pizza in Canada
• Achieved 60% annual sales growth during expansion
• Secured financing and partnerships to scale the business
• Led all commercial and operational functions

Vice-President - LOLA BEVERAGES INC.

(1995-10 - 2009-02)

• Grew company to Canada's #3 water ice confectionery brand (24% share)
• Secured national listings across all major grocery retailers
• Led cross-border sales operations and broker networks
• Oversaw manufacturing and supply chain scaling
• Managed financing and strategic partnerships

Account Manager - CIBC

(1993 - 1995)

• Managed $100M portfolio of 500+ business clients

BA - Business Management - York University

BA - Economics - University of Toronto