In Conversation With Bruce W. Cole

In Conversation with Bruce W. Cole is a weekly podcast that brings together the voices shaping the future of Canada’s natural health industry. Through thoughtful dialogue with retailers, brand leaders, practitioners, and innovators, the show explores the ideas, challenges, and opportunities driving the category forward. Hosted by industry veteran Bruce W. Cole, each episode delivers practical insight, shared wisdom, and meaningful perspective designed to strengthen connections across the ecosystem. More than a podcast, it is a trusted destination for the conversations helping retailers make better decisions, brands build stronger relationships, and the industry grow together.

In Conversation With Bruce W. Cole is a business podcast hosted by Bruce W. Cole, with 30 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Bruce W. Cole hosts In Conversation With Bruce W. Cole, a business show with 30 episodes published.

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  Episode #29

  Protecting and Promoting the Canadian Organic Sector with Tia Loftsgard

  Aug 20, 20261h 23mS1

  In this episode of In Conversation With, Bruce Cole speaks with Tia Loftsgard, Executive Director of the Canada Organic Trade Association. Celebrating her tenth year with the organization, Tia shares her journey from studying human justice to advocating for global food security and fair compensation for farmers. She also explains how COTA’s small team supports the organic sector through government relations, regulatory affairs and critical data collection. The conversation explores key challenges facing Canadian organic agriculture, including complex international trade agreements and the decline in organic acreage. Tia discusses COTA’s advisory role in assessing organic standards and addressing threats such as contamination from unlabelled genetic engineering. Looking ahead, Tia highlights COTA’s marketing initiatives focused on industry growth, consumer education and stronger retail storytelling. She also previews the new independent retailer Trailblazer Award with CNHR magazine, the Organic Leadership Gala and the Organic Summit in Ottawa. The episode closes by celebrating the pioneers of Canada’s organic movement and the innovations inspiring a new generation to champion sustainable agriculture.

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  Episode #28

  Your Brand Is Not the Hero: Storytelling That Sells with Trevor Sibanda

  Aug 14, 20262h 1mS1

  In this episode of In Conversation With , host Bruce Cole sits down with Trevor Sibanda, widely known across Canada’s natural health and CPG industries as “the storytelling guy.” Having worked behind the scenes with innovative brands including Mid-day Squares, Mitsoh, Cedar Valley, Nuts for Cheese and Gingerbug, Trevor explains why strong products can still struggle at retail and how the right commercial narrative can turn passive shoppers into loyal brand advocates. Trevor also shares the personal journey behind his creative approach, from taking on childhood responsibilities in Zimbabwe to building a career across South Africa and China. His experiences in entrepreneurship, theatre production and documentary filmmaking shaped his belief that the most powerful brand stories are built through simplified messaging, founder vulnerability and genuine human connection. Most importantly, he explains why the customer should always be the hero of the story, while the brand serves as their trusted guide. Looking ahead, Trevor offers an honest perspective on navigating digital noise, changing algorithms and the rise of artificial intelligence in creative work. He also shares a practical four-part framework for launching and growing a product, with a focus on regional marketing, community building and documenting the challenges alongside the successes. Whether you are an emerging founder, natural health retailer or marketer, this episode is filled with practical insights for creating a brand people can understand, connect with and believe in.

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  Episode #26

  Navigating Retail, Regulation, and Autoimmune Advocacy with Caterina Swartz

  Aug 7, 20261h 25mS1

  In this episode of In Conversation With , host Bruce Cole sits down with Caterina Swartz, a Registered Holistic Nutritionist (RHN) and the chief executive officer of Well in Hand Holistic Nutrition Store located in Port Elgin, Ontario. Growing up immersed in the natural health community, Caterina shares her unique journey of practically being raised at industry trade shows. She discusses moving from early childhood memories of sampling gummies to officially studying marketing, traveling in her early twenties, and ultimately finding her permanent passion rooted firmly within the family retail business. The conversation dives deep into the distinct operational insights Caterina gained after leaving retail to work on the national distributor side for Purity Life. She brings that massive industry perspective back to her local storefront, outlining how she modernizes brick-and-mortar operations, manages small-town staffing challenges, and collaborates with regional competitors to better serve local consumers. Additionally, she sheds light on the intricacies of vendor education, the distinct realities of online vs. brick-and-mortar stores, and the legal hurdles of transitioning to the official owner of her family’s store. A powerful segment of the episode covers Caterina's raw, personal battle with a postpartum health crisis that led to her self-diagnosis of Hashimoto’s disease. Fuelled by frustrations with conventional medical limitations regarding autoimmune care, she aggressively outlines what chronic symptoms should never be accepted as a standard way of living. This profound life experience shifted her entire business leadership style, expanding her daily empathy and transforming her into a passionate advocate for community-based support circles.

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  Episode #27

  Education, Empathy and Empowered Health with Caroline Farquhar

  Aug 7, 202653 minS1

  In this insightful episode of In Conversation With , host Bruce Cole sits down with Caroline Farquhar, Medical Advisor and Chief Educator at CanPrev, for an inside look at the rewarding and fast-paced world of natural health education. Caroline shares how her own health challenges inspired her to leave the corporate travel industry and pursue a career in natural nutrition. Drawing on more than 20 years of experience, she explains how her personal journey has helped her build meaningful connections with audiences across Canada and around the world. The conversation explores the important role professional education plays in today’s wellness market, particularly as consumers navigate an overwhelming amount of health information online. Caroline shares her philosophy of “meeting people where they are” and explains how educators can help individuals feel more informed, supported and confident when making decisions about their well-being. Caroline also offers practical advice for natural health retailers, including how to lead more effective customer consultations through active listening, thoughtful questions and clear education. She discusses digestive health, the effects of stress on the body, and the roles enzymes and probiotics can play in supporting overall wellness.

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  Episode #25

  Scale Doesn't Matter: How Independents Beat Big Retail With Rebecca Dyck

  Jul 24, 20261h 6mS1

  In this episode, Rebecca Dyck, CEO and owner of Dad's Organic Market, drops insights on how independent natural health stores can successfully stand their ground against multi-billion-dollar giants like Costco and Loblaws. Rather than worrying about price-matching massive competitors, Rebecca outlines a powerful mindset shift: independent retailers must compete where scale simply doesn’t matter. By offering unique in-store experiences, standardizing staff training, and building real, face-to-face trust, smaller stores can build a loyal community that big-box corporations can't replicate. Staffing, leadership culture, and brand connection are critical drivers behind this independent retail strategy. Rebecca shares her evolution in management, emphasizing the foundational value of hiring frontline employees for their positive attitudes rather than pre-existing product knowledge. She outlines how investing in standardizing education directly elevates customer trust. Furthermore, she discusses the ultimate competitive edge for modern retail: utilizing storytelling via social media to connect the unique backgrounds of vendors directly to consumers on the retail floor. From navigating the logistical nightmares of geographic isolation to embracing creative solutions like designing a legacy-focused storefront complete with a real truck, Rebecca’s journey is filled with inspiration for any entrepreneur.

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