naturSource feeds on Indo-Pacific growth opportunities

When naturSource began roasting nuts and baking granola in a small Quebec kitchen in 1980, few could have predicted the company would become a global exporter of premium nut mixes, snacks and salad toppers. 

Today, the Dorval-based company is a household name in Canada and a rising star in the Indo-Pacific region and elsewhere, thanks to entrepreneurial determination, an unyielding focus on quality and strategic support from Export Development Canada (EDC).

From family kitchen to international shelves

Founded by Garry and Trudy Oberfield, naturSource’s journey from startup to thriving international business is a true Canadian success story, rooted in a strong family value: Providing wholesome, natural foods without compromise. 

“My parents have always been into eating healthy foods, long before the idea was mainstream,” says Mitch Oberfield, the founders’ son, who’s now the company’s chief executive officer.

About 45 years after the business was started that earnest commitment to quality—no artificial flavours, colours, or preservatives—remains a cornerstone of naturSource’s brand.

Today, the company’s meticulously managed supply chain is also an important part of the mix. 

“We visit our suppliers regularly,” says Mitch Oberfield, describing the company’s almond producers in California. “Machines screen the almonds, then their staff hand-screens the almonds further to make sure they’re very high quality. That’s why we have the windows in our bags—to show off that quality, so people can appreciate all the hard work and dedication that goes into a very robust supply chain and our final products,” he says.

Scaling up: Leadership and market expansion

The arrival of Catherine Sumague as chief revenue officer marked a turning point in the company’s trajectory. Equipped with a flair for business development, a passion for health and wellness and a determination to see naturSource grow internationally, Sumague has helped propel the company to new heights. 

“After she joined in 2018, things really took off for us, in terms of our branded activity,” recalls Oberfield. Within months, naturSource’s products were listed at major retailers across Canada.

Sumague’s unrelenting drive was fuelled in part by her strong connection with the brand’s values: “Living a healthy, active lifestyle is really important to me. It’s something I’m passionate about and strive to embody every day.” 

Within a year, naturSource was a household name and a category leader in nuts and salad toppers across Canada. But one question nagged Sumague: “How much more growth can you really get when you’re already a national player? There aren’t that many retailers in Canada.”

Taking the company’s best-selling products to international markets was a natural next step. In 2020, when few others were travelling, Sumague navigated COVID-19 restrictions and doubled down on her efforts to expand naturSource’s business by focusing on growth in the United States (U.S), Europe and the Indo-Pacific. 

Feeding a price-sensitive market hungry for quality

With its vast population and appetite for premium products, the Indo-Pacific region offers enormous potential—but also significant hurdles. 

“In Asia and the Indo-Pacific region, premium-quality products are very important to consumers, but offering a costlier product can also be a hurdle when negotiating with distributors and retailers,” explains Sumague. “When it comes down to it, we’re not a commodity, so it’s a matter of convincing our partners and consumers that the product is worth the price.” 

She heard a lot of no’s before she got a yes. With perseverance, she started landing contracts. 

“You have to differentiate yourself and, at the end of the day, it’s about the relationships you build.” 

EDC market intelligence lays the groundwork for success on trade missions

In addition to venturing out independently, Sumague also participated in two Government of Canada-led trade missions to Asia. Her first, in 2022, involved pivotal meetings in South Korea. A second trade mission to Korea, Japan and Taiwan in fall 2024 also proved invaluable.

“We see the Canadian Trade Commissioner Service (TCS) at a lot at trade shows. They’re always present and trying to bring us potential partners.” 

Before, during and after these trade missions, EDC also played a supporting role.

As a complement to financial services, EDC offers insights into the Indo-Pacific region and other markets to help companies familiarize themselves with local trade dynamics. Companies researching global growth opportunities can leverage EDC’s insights and connections to get ready for market entry.

“It’s about actively facilitating trade with a better understanding of global markets. We help companies manage risk and expand their international presence,” explains EDC relationship manager Carmen Cotei. “We network with as many companies as possible.”

Zeeshanali Fazal, EDC’s regional director for Quebec and agri-food sector lead, adds, “Our main goal is to ensure Canadian exporters are prepared to make the right moves at the right time.”

The fact that naturSource had already signed up for a Global Affairs Canada-led trade mission that included a stop in South Korea proved to be an added advantage, says Fazal.

As he explains, trade missions play a crucial role in attracting attention from government delegates and prospective partners, and provide foreign buyers with added confidence in a company’s capacity, financial backing and market expertise.

“Introductions from colleagues in other countries, coupled with in-person visits via trade missions and meetings in foreign markets, gave naturSource a competitive edge and made it simpler to build connections and land contracts,” says Fazal.

Sumague adds, “The whole EDC team is caring and very professional. If I have any questions, I can definitely call them.”

Advance preparation and teamwork lay the groundwork for success

Leading up to the trade mission, EDC seized the opportunity to further its understanding of naturSource’s business and prepare for the mission.

“We took time beforehand to understand naturSource’s product; we looked at market needs and then helped connect naturSource with qualified foreign buyers,” says Fazal.

He also visited the company’s new facility in Quebec with Joy Rankothge, EDC’s chief representative for South Korea. The two wanted to connect with the team face-to-face and see how naturSource prepares its products, like tamari almonds, and puts together different mixes. 

Fazal says Sumague peppered the EDC team with practical questions, including:

• How are products showcased in South Korea?
• What do the retail shelves look like?
• Are they the same as what we see in a Canadian Costco?

Rankothge messaged his colleagues overseas to get her detailed answers. He also asked them to send photos of how similar products are displayed in Korea. This information helped arm Sumague with insights ahead of her trip.

When she arrived in Korea, she was prepared for detailed discussions with retailers.

“Instead of starting the conversation with, ‘Let me see if my product fits,’ she brought a solution: ‘Here’s how my product should be displayed on your shelves,’” Fazal says.

One size doesn’t fit all in global markets

Sumague’s experience in Korea demonstrates both the value of advance preparation and the need to dig deeper if you want to land a global deal. “You can’t expect to start successfully abroad if you haven’t actually visited the market,” says Fazal. “Don’t expect to hear, ‘Costco Japan called—they want my product’ and plan to ship it over as-is.”

Fazal says agri-food exporters should be prepared for product displays, labelling, packaging and other elements of marketing to vary from country to country.

For example, he says, “Just because a 454-gram package is common in some markets— equivalent to a pound—doesn’t mean it’s the most appropriate packaging for markets that are fully metric. Everything is relative to local market norms and consumer expectations.”

Building trust with global buyers

Having been burned in the past by partners who “promised the world, but delivered very little value,” Oberfield says he and Sumague have learned that it’s crucial to build trusted relationships with offshore distributors and retailers through face-to-face interactions.

“When Catherine now says she trusts her gut, it’s because if we don’t feel right away that the people on the other side of the table are going to deliver, and that we could be wasting our time, we move on,” says Oberfield.

In contrast, Sumague says meeting naturSource’s buyers in person at Costco Korea in 2022 made a “huge impact” on the company’s business.

“From then on, every six weeks, we get an order for a container of product going to Korea. We’ve continued to build that relationship,” she says.

“The connections you build by taking the time to meet your partners, understand what truly matters to them and learn what they need from you to succeed—and to be seen as winners by their VPs and leadership—are invaluable.”

On her second trade mission, Sumague made pivotal connections in Japan.

Before meeting the company’s Japanese customers in person, Sumague says communicating with them mostly via email had been challenging. “Most of the time, buyers won’t even answer you.”

Now that she’s visited her Japanese customers, she says they do more than answer her emails. “They give me clear feedback and guidance of what’s working and what’s not working,” she says, calling the insights “invaluable.” 

Fazal adds, “Building trustworthy relationships in the Indo-Pacific market requires time, repeated visits and credible introductions from respected sources, like Costco and trade mission delegations.”

How EDC helped: Protecting against risk

For naturSource, EDC credit insurance has also been transformative, particularly in new markets where the company faced significant risks.

“When we deal with Costco, or other big retailers directly, we’re not concerned that they’re not going to pay us. But when it comes to exploring new markets with new retailers, or new intermediaries, even after we’ve done our diligence, we start getting nervous,” says Oberfield.

Making shipments valued at $100,000, or more, is a big deal for the company. “If we lost that inventory, it would be materially detrimental,” says Oberfield.

To guard against non-payment and other risks, he says the company turns to EDC credit insurance. 

Cotei further explains, “We provide credit insurance to safeguard naturSource’s export receivables, mitigating financial risks associated with international trade.”

EDC credit insurance protects exporters from the risk of non-payment. Coverage also frees up the exporter to extend credit to international buyers and offer more competitive terms.

“By covering up to 90% of receivables, we provide a solution that helps Canadian companies to be more competitive and grow internationally,” Cotei explains.

Beyond providing insurance, EDC is “capable of doing credit checks at a much higher level than we can. That gives me a lot of confidence in a new customer. And the cost to us is very reasonable,” says Oberfield.

Looking ahead: Serving a growing global appetite for Canadian quality 

NaturSource’s transition from a family kitchen in Quebec to international supermarket shelves is a testament to the power of quality, persistence and partnership. 

As Oberfield puts it, “Throughout everything, we’ve always tried to maintain the same core values that my parents had when they started the business. We believe our products are a ‘better-for-you’ choice, with great taste, texture and crunch and no artificial flavours, colours or preservatives.”

The company recently received its first order from Taiwan, adding a new market to its global roster. With the appetite for premium products growing across the Indo-Pacific, naturSource is poised for even greater expansion.  

A helpful takeaway menu for agri-food exporters

1. EDC Business Connections Program: Opening the right doors

EDC’s Business Connections Program has been a vital tool for naturSource. The program connects Canadian agri-food exporters with vetted international buyers and partners, offering tailored matchmaking and market insights. 

“EDC enrolled naturSource in the Business Connections Program, facilitating introductions to key international retailers,” says Cotei. This support helped naturSource overcome barriers to entry and build relationships with reputable partners.

2. Export Help Hub: Navigating offshore compliance and regulation

As naturSource expanded, EDC’s Export Help Hub became a valuable resource. The online platform offers answers to questions about export regulations, compliance and market intelligence, helping companies navigate the complexities of global trade.  

3. Trade missions: Building relationships and knowledge in new markets

Joining Team Canada Trade Missions, organized by Global Affairs Canada, gave naturSource a critical edge in the Indo-Pacific. Trade missions bring together Canadian companies and international buyers, providing a platform for relationship-building and deal-making.

“Canadian products are very recognized in Asia, Europe and Mexico for good quality. We have very high standards in Canada. It just made sense for us to go beyond the U.S.,” Sumague says.