In an insightful dialogue with CanadianSME Small Business Magazine, Mitch Oberfield, the Executive Vice President of naturSource, detailed his integral role and the company’s evolution from its family-run origins to an internationally recognized SME. He highlighted the strategic pivot from a reactive to a proactive business model that has been vital to naturSource’s success. This shift entailed a reliance on data-driven decision-making, a restructured team, and the cultivation of a skilled staff to drive growth. Despite global expansion, the company’s manufacturing heart remains in Montreal, preserving its Canadian identity.
Mitch emphasized their commitment to producing ‘better-for-you’ snacks, incorporating consumer feedback, and keeping pace with industry trends. With naturSource’s recent strategic push into the U.S. market, he views it as an innovation incubator offering vast opportunities for their product line. To those navigating the ‘better-for-you’ food space, he advises a thorough understanding of regulation and compliance, as well as maintaining stringent quality control within the supply chain.
Mitch Oberfield is Executive Vice President at naturSource, Canada’s leader in better-for-you snacking. His journey at naturSource began early on, as he worked alongside his parents who founded the company in 1980.
Taking the reins as Executive Vice President in 2019, Mitch has been the driving force behind naturSource’s market expansion and innovation into new categories. Under his leadership, naturSource has solidified its reputation as a trusted provider of delicious snacks and salad toppers across the globe. Prior to his current role, Mitch served as the company’s Vice President of Business Development for seven years where his primary focus was on consumer packaged goods (CPG) sales and marketing.
Mitch’s career trajectory at naturSource exemplifies his dedication and experience in the field of consumer packaged goods. His strategic vision is matched only by his commitment to making high-quality and delicious products that consumers can feel good about.
Can you begin by sharing with us your role in the company and how it has evolved over the years?
naturSource was started by my parents more than 40 years ago so it’s safe to say I’ve been with the company for quite a while. I’ve worked in various capacities over the years, from project management and payroll to graphic design and HR. I’ve always done what was necessary to contribute to the company’s success, however, my primary focus today is on strategizing for the future and streamlining workflows to meet a technology-driven reality.
naturSource began as a Canadian, family-run business in 1980 and has now become a category-leading SME with a global presence. Can you shed light on the key decisions or turning points that facilitated this trajectory?
At the core of our success has been a mindset shift from being a reactive to a proactive company. We’ve moved away from the “mom and pop” model by implementing strategic thinking and planning at every level of our business. Data has played a crucial role in our decision-making processes. We’ve also taken the time to restructure our staff and position the right people in the right places. I’ve surrounded myself with smart and experienced individuals who’ve been instrumental in our growth journey.
As naturSource expanded its reach internationally, how did you manage to maintain its local roots and core values?
While we’ve expanded globally, it’s essential to us that our roots and identity remain firmly in Canada. All our manufacturing happens locally in Montreal and the vast majority of our employees are based here as well. It’s crucial that our employees feel connected to the business, which is why we invest in bringing our remote workers to the main office every few months.
The company mentions a commitment to making better-for-you snacks for customers. Can you share some examples of how you’ve innovated or made improvements based on customer feedback or industry trends?
naturSource is all about allowing people to make better-for-you choices while still satisfying their snack cravings. We recognize that people desire both salty and sweet options and our products are designed to provide that indulgence without compromising on quality or nutrient-rich ingredients. We’re tapped into industry trends and actively incorporate consumer feedback into our product development; we want to deliver products people will actually eat!
naturSource has made strategic expansions into the U.S. recently. Can you explain why this is such a strong area of focus for the brand?
After establishing ourselves in Canada, the natural next step was to look at the nearest major market. The U.S. presents a significant opportunity due to its size, diverse culture and varying tastes across the country. We see the U.S. as a hotbed of innovation and believe there’s space and opportunity for our signature products to make an impact.
For those aspiring to grow their family businesses or launch a startup in the “better-for-you” food or snack space, what advice or insights can you share based on your experiences with naturSource?
The food industry is a serious and rapidly evolving business that should not be taken lightly. It’s essential to be prepared to learn extensively about regulation, compliance, and other aspects beyond just being a food innovator. Having control over your product from start to finish and maintaining a high level of trust among your entire supply chain is crucial in this industry.
