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Taste of Nature

Company Overview:

Taste of Nature Foods Inc. (TONFI) is a privately-owned and operated Canadian company which was established in 1988 with a vision for developing healthy, natural and organic snack bars. TONFI markets its lines of natural snack bars under the Taste of Nature, True to Nature and Natural Origins brands. The Company’s numerous varieties of fruit, seed and nut snack bars are 100% organic, non-GMO project certified, certified gluten free, certified low Glycemic Index, vegan and kosher. The Company’s products possess a unique combination of “on trend’ benefits and excellent taste, which have resulted in TONFI becoming a leading player in the wholesome, natural and organic snack-bar category. Since 2008 TONFI has enjoyed tremendous growth across all classes and channels of trade in Canada, the US, and internationally, with the flagship Taste of Nature bars being sold in over 60 countries worldwide.

TONFI manufactures its products in two state of the art manufacturing plants which are British Retail Consortium (BRC) certified and are 100% green powered. Additionally, the Company prides itself on its ethical, sustainable and corporate social responsibility values, entering into relationships with suppliers and independent growers that practice ethical business practices, provide Fair Trade certified commodities, and who share the Company’s belief of stewardship of the Earth and its resources.

Products/Brands or Clients:

TONFI services all of the major Drug, Grocery, Mass, Club and “RGV’ (Remaining Grocery and Variety) in Canada and the US either directly or through distributor and broker relationships.

Corporate Culture:

TONFI has made very significant steps over the last 36 months in transforming the business from a former family-owned entity, to a professionally managed, mid-market consumer package goods company. The business model, and associated processes and systems have changed on almost every dimension. During this time, we have doubled the revenue of the business ($19M in 2011 to greater than $38M in 2014), increased productive capacity by 144%, implemented new ERP and associated systems, expanded internationally (18 countries in 2011 to ~60 countries in 2014 - with substantive expansion into the strategically critical US market), up- skilled and retained key talent in all mid and back-office functions, settled a debt financing package, and grew full-year net income by 140% over the same period. Additionally, during this period we have created 85 full-time jobs (35 employees to 120 employees) and have doubled our asset base, having invested heavily PP&E.
At the core, the thing that makes TONFI successful is our resolute conviction to challenging the status quo, and always confronting conventional wisdoms and complacency. As a mid-market food company, we need to think disruptively, and push the boundaries of possible. As a matter of necessity, we need to “out-wit the out-spenders’ in everything we do, whether considering a new marketing campaign, fighting for distribution and availability, or expanding our capacity to meet growing consumer and customer demand.
Each of us is driven by a sense of urgency and strong will to succeed. We are in the midst of transitioning from a command and control, family-owned culture, to one in which we inspire the broader TONFI team’s will to win, through an empowering and empathetic leadership style, a performance and accountability-based mindset, and identifying potential and coaching to the achievement of that potential.
In respect of the future, we intend to continue on our current trajectory, building a profitable business which achieves $50-60M in revenues, meaningfully enters and participates in the US marketplace and in other key international markets, and has an engaged, passionate organization that is staffed with “A’-level talent who exemplify speed, purpose, accountability and integrity in all day-to-day activities.

Company Website:

Company Information:
Industry Packaged Goods 
Location Markham, ON, Canada 
# Employees 50 - 199 
Public/Private Privately Owned 

Current Postings:
Position Location Date Posted



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