Sourcing ingredients locally as much as possible and having everything manufactured in Canada allow Natura Foods to offer a premium product at a competitive price while contributing to the local economy.SUPPLIED
The North American market for milk-alternative beverages has been growing at an impressive rate. Recorded sales came in at $3.2-billion (U.S.) in 2020 – and are expected to reach $3.7-billion (U.S.) by 2025, according to Euromonitor data.
Between 2018 to 2021 alone, 161 milk-alternative beverages were launched in Canada, where retail sales reached $336.9-million (U.S.) in 2020. Among the top three producers in Canada, there is one that stands out for its steadfast commitment to organic ingredients, locally sourced and locally produced – and this producer is Quebec-based Natura Foods.
“We take great pride in being a Canadian company that exclusively uses locally sourced ingredients in our production whenever possible,” says Nick Feldman, Natura’s president. “And we were the first Canadian company to focus on plant-based beverages.”
Natura’s journey started more than two decades ago. “At the time, we were in search of a way forward. It was lots of hard work and planning to get to where we are now as an industry leader,” says Ignace Daher, sales and marketing director of Natura. “Our task was not an easy one, being a Canadian-owned company competing in a sea of foreign-owned competitors and against imported products. But we had the vision that consumers would increasingly make good nutrition and healthy choices a priority, that many would turn to plant-based alternatives, and that the industry would grow.”
Time has validated this vision. Interest in plant-based beverages has grown steadily along with changing consumer preferences. Top-selling soy beverages made way for rice and almond beverages, with oat beverages now experiencing a strong upward trend. And Natura has been there throughout. “To better meet consumer demand, we have continued to add new products and flavours,” says Mr. Feldman. “However, we have never abandoned our original beverage lines that have a loyal customer base.”
From niche product to household brand
Natura was founded in 1992 as a manufacturer of pasteurized tofu. It introduced its line of soy beverages in shelf-stable packaging one year later. “We sold our tofu division in 2002 to concentrate on plant-based beverages,” Mr. Daher explains. “And we officially changed our name to Natura Foods in 2014 to better describe our expanding range of product offerings.
“Plant-based beverages have now become serious competitors to dairy, and not just for people with dietary restrictions. We started in the ‘natural health and beauty’ section and are now in the mainstream beverage section.”
Its strong sales performance is proof that consumers value what Natura has to offer, and Mr. Feldman believes consumer appeal starts with great taste. “We want our products to be natural and healthy with a nutritional profile similar to dairy milk,” he says.
Leveraging the made-in-Canada advantage
“Product quality starts with ingredients,” Mr. Feldman says. “Almost all our ingredients are certified organic and free of pesticides and herbicides or anything chemical. We are fortunate to have access to locally grown ingredients of a quality that cannot be matched anywhere in the world.”
The finest quality organic soybeans grow in Eastern Canada and oats in the Canadian Prairie provinces due to a combination of climate and soil composition, he explains. “We are among the biggest supporters of organic soy and oat farmers in Canada. Our policy is to support Canadian farmers, Canadian suppliers and Canadian transportation companies.”
In addition to selecting high-quality ingredients and local sources of supply, Natura’s manufacturing process is designed to produce a product of the highest quality. Located in Saint-Hyacinthe, Quebec, Natura’s plant is fully automated and meets the strictest industry standards in hygiene, quality control and environmental impact.
The company also benefits from high-tech equipment and years of extensive research and development expertise. “Our manufacturing process is designed to maximize the nutritional value of the natural ingredients and to optimize taste. We don’t use powders or concentrates in our soy, rice or oat beverages,” says Mr. Daher. “Many of our competitors use powders or concentrates in their production. The extra steps required increases the environmental footprint of a product and can have a detrimental effect on taste and nutritional value.”
Having everything manufactured in Canada allows Natura to offer a premium product at a competitive price while contributing to the local economy, says Mr. Feldman, adding that paying more does not necessarily equate to better quality. He believes a made-in-Canada product means less money going to foreign intermediaries, more well-paying Canadian jobs and more value for the consumer.
“There are many reasons Canadians choose plant-based beverages. They may look for a tasty, nutritious and healthier beverage alternative at an affordable price and produced with attention to the environmental impact and the economic well-being of local communities,” says Mr. Feldman, who is convinced that he and his team have succeeded in building a Canadian company that delivers on all these reasons.
Advertising feature produced by Randall Anthony Communications with Canada Organic Trade Association (COTA). The Globe’s editorial department was not involved.