In only a few years, Michael Strains and his group had been in a position to take a fledging pure meals model with practically zero gross sales and develop right into a profitable enterprise working in each Canada and the U.S.
Strains is the CEO of Toronto-based Wellness Pure, which owns and operates SimplyProtein, a line of plant-based snacks. He spoke with Chief Government to share how the corporate achieved fast-paced development, management’s function in growing a robust tradition and the significance of giving again.
Inform us the way you and your group had been in a position to accomplish such quick development.
I stepped in with a transparent imaginative and prescient: to construct a better-for-you protein snack model that matches into on a regular basis life. However I knew from expertise that the important thing to bringing this imaginative and prescient to life wouldn’t simply be nice merchandise—it could be a fantastic group.
To start with, we had been a small however scrappy group with only a few key clients. I used to be deeply concerned in each side of the enterprise; not simply shaping the technique, but additionally shaping the group that might execute it. I centered on hiring individuals who had been sensible, hardworking and keen about what they do. And, simply as importantly, individuals who believed within the values that might outline SimplyProtein’s tradition.
Collectively, we laid the muse for development, specializing in constructing a robust model identification and product portfolio, discovering the correct brokers and retail companions and creating an inside tradition of possession, agility and collaboration.
We had been intentional about how we labored, guaranteeing that each group member had a voice, a transparent function and the chance to make an actual impression. As we grew, I empowered the group to take possession, problem the established order and produce new concepts ahead. That mindset has been instrumental in our success.
One of many proudest moments for me has been watching our group’s dedication and values come to life in methods past simply enterprise development. Our collective dedication to transparency, sustainability and moral enterprise practices led us to earn our B Corp certification, one thing that really displays who we’re as an organization.
Past our inside group, we’ve additionally constructed robust relationships with companions who share our imaginative and prescient. By fostering a tradition of collaboration and listening—each internally and externally—we’ve been in a position to keep forward of tendencies, adapt rapidly and proceed pushing SimplyProtein ahead.
On the finish of the day, SimplyProtein’s success is a group effort. We’ve come a good distance, and I really consider it’s as a result of we constructed not only a nice firm, however a fantastic group behind it.
You consider an organization’s success begins with its folks and the tradition that’s established from the highest. What concrete steps can leaders take to foster such a tradition?
Certainly one of my favourite sayings is from Peter Drucker: “Tradition eats technique for breakfast.” Along with executing the “what” we do with a deal with goal numbers, we’re clear on our “why,” and the way every alternative suits into that entire however particular model function. Every member of our group not solely understands the what and why we do it, but additionally understands the significance of their function in serving to us get there, as a group.
I’ve accomplished my finest to construct an “AND” tradition: one the place we have now an superior office with function AND delivers outcomes. It’s my job to encourage the group to personal the method, rejoice their wins and study from setbacks. That takes deep listening, an understanding of the function that work performs in every group member’s life, and fostering actual connections, whereas sustaining accountability and expectations. It’s fairly the balancing act.
Final 12 months, SimplyProtein was named a KeHE CARETrade associate. What’s the significance of that?
I’m immensely proud that we had been chosen as one in every of simply eight firms for the 2025-2026 KeHE CARETrade program. Every year, KeHe selects a handful of like-minded, mission-driven manufacturers which can be working to offer again to communities and make the world a greater place. Choice to this program introduces us to a community of shops and customers throughout the U.S. and Canada, all of which need to foster a deeper reference to the merchandise they buy.
Not solely does being named a KeHE CareTrade associate validate the work we’ve been doing to offer high-quality, plant-powered, better-for-you protein snacks that assist folks simplify and higher handle their vitamin, it additionally establishes us amongst a few of the world’s most admired, purpose-driven manufacturers.
Being named a KeHE CareTrade associate will assist us lengthen the attain of our mission: to nourish folks as if they’re household, help the group like they’re previous mates and care for the planet like it’s our yard.
Your organization final 12 months additionally established a Wellness Collective to establish and help group applications that the corporate can meaningfully help. Inform us about this initiative and the way it’s impacting your communities.
SimplyProtein’s Wellness Collective is an employee-led group advancing tasks that instantly profit the communities during which our staff and companions stay and work. We activated our first tasks in 2024, together with funding the development of a water effectively in a Vietnam provider’s group that beforehand had no speedy entry to potable water.
Going ahead, a serious objective of our Wellness Collective might be to assist alleviate youth meals insecurity all through North America, a difficulty that’s extraordinarily near my coronary heart. Our goal is to donate 1,000,000 bars yearly, and two p.c of income—roughly 5 p.c of earnings—by way of financial donations.
