From Canadian farms to Canadian shelves: new playbook highlights growth opportunity for plant-based foods

World Animal Protection Canada launches roadmap to help grocers grow sales, meet changing consumer demand and capitalize on Canada's plant-protein advantage

TORONTO, Oct. 29, 2026 /CNW/ -- As Canadians look to buy Canadian and governments work to strengthen domestic food production and supply chains, World Animal Protection Canada is highlighting a homegrown opportunity for Canadian grocers: growing plant-based sales while supporting Canadian agriculture and food innovation.

From Canadian farms to Canadian shelves: new playbook highlights growth opportunity for plant-based foods. Photo: JCM

World Animal Protection Canada has launched The Canadian Retailer's Playbook for Plant-Powered Growth, a practical roadmap to help grocers increase sales through strategies including assortment, private label, pricing, placement and promotion. Engagement is already underway with Canada's major grocery retailers to explore implementation.

"Canada is at a moment when we're being asked to think differently about how we support our own economy and build greater resilience," said Colin Saravanamuttoo, Executive Director of World Animal Protection Canada. "That requires all of us to play a role, and Canada's major grocers are part of that equation. We grow world-class food here, Canadian companies are innovating, and consumers who want to buy Canadian. This is an opportunity to strengthen our food system and keep more of the value we create here at home."

"Supporting Canada's plant-based food sector should be viewed as a growth opportunity, not a sacrifice strategy," added Lynn Kavanagh, Farming Campaign Manager at World Animal Protection Canada. "Canadians want more affordable, healthy and convenient options alongside the foods they already enjoy. Retailers that respond can reach a growing flexitarian market, strengthen customer loyalty and give Canadians more reasons to choose their stores."

The business case is increasingly compelling. Plant-based sales can be incremental rather than cannibalizing conventional products. In a recent World Animal Protection survey, nearly half (48%) of Canadians said they're open to or already seeking out plant-based options, showing demand isn't limited to only vegans or vegetarians. The Playbook identifies private label, competitive pricing and better placement as key opportunities for retailers to unlock that demand.  

Canada also brings a significant competitive advantage through its leadership in pulse production and its growing plant-protein industry. The Playbook connects retailers with organizations including Pulse Canada for Canadian sourcing opportunities and Protein Industries Canada for connections to Canadian manufacturers and innovation. 

International retailers including Lidl, Tesco and Carrefour have already demonstrated how strategic plant-based initiatives can grow sales and strengthen category performance. The Playbook translates lessons from global leaders into practical strategies tailored to Canadian grocery retail.

World Animal Protection Canada is engaging with retailers across Canada to provide global best practices, implementation support, educational tools and connections to industry partners.

The Canadian Retailer's Playbook for Plant-Powered Growth is available here.

About World Animal Protection Canada
World Animal Protection is an international animal welfare organization with 75 years of experience working to improve the lives of animals worldwide. In Canada, our work supporting healthier, more sustainable food systems includes longstanding engagement with the National Farm Animal Care Council (NFACC), collaboration with farmers and the agricultural sector, and advocacy with governments, retailers, restaurants and the financial sector to improve animal welfare and drive meaningful change. This includes increasing the production and consumption of plant-based foods, advancing higher-welfare food choices, and supporting innovative solutions that benefit animals, farmers, people and the planet.

SOURCE World Animal Protection

Media contact: Kari Vierimaa, Vierimaa Consulting Inc., [email protected]