2024 Star Women in Grocery Award Winner Natasha Vandenhurk (Q&A)

Natasha Vandenhurk

CEO and Founder
Three Farmers Foods 

Tell us about your background and the inspiration behind Three Farmers Foods.  

I was born and raised in Saskatchewan and grew up in a large farming family. I moved to Saskatoon to study economics at the University of Saskatchewan and ended up staying in the city. But I always had a desire to run a business and add value to the crops that we grow here in Saskatchewan, essentially moving along the value chain from farming to food manufacturing and production and, ultimately, to the end consumer. That’s where the inspiration for Three Farmers came from—bridging that gap between producer and consumer and adding value with Saskatchewan-grown, minimally processed whole foods.  

What are some highlights or greatest achievements so far?

We recently completed a big expansion on our manufacturing facility in Saskatoon. We’re very proud to be doing the entire process, from hydration to roasting to finished goods packaging in one location. That’s unique in today’s consumer packaged goods world. Another achievement is our ability to penetrate all the different channels here in Canada. Our products are not only sold in natural food retailers, but we’re also in conventional grocery, club, convenience and foodservice, and now we’re branching into bulk ingredients supply. And finally, we have a really great team. Our company is around 75% women, and we are proud of the talent that we’ve been able to attract and retain at Three Farmers. 

What’s the biggest professional challenge you’ve ever faced?

Financing a business like this is no easy feat, and I think that’s what makes consumer packaged goods and the grocery landscape exceptionally hard compared to other industries. More volume and more sales don’t necessarily equate to a better bottom line. So, financing and learning how to work with different investor partners was a skill I needed to acquire.

What do you like best about being an entrepreneur?

I love the responsibility of setting the direction and the challenge that brings, as well as continual learning. Every day brings a new challenge that I need to step up to and figure out. It’s a big weight, but it’s very rewarding. 

What motivates you to do what you do? 

I think that’s changed over the life of the business. In the early days, it was to realize our founder farmers’ dream that so few are able to accomplish. If you talk to many farmers in Saskatchewan, their dream is to take a product to market, and if they do, they realize it’s a totally different beast. Realizing that dream is still part of what motivates me, but now, it’s more about the team. There is a whole team of people that I feel responsible for, and I want to keep growing this organization so they can realize their full potential. 

How would you describe your leadership style?

Collaborative and empathetic … And I can be hard-nosed sometimes. 

Best advice you’ve come across? 

“Find a job you enjoy doing, and you will never have to work a day in your life.” -Mark Twain

How do you spend your time outside of work?

I have three boys who are very busy with sports, so we spend a lot of time at ball diamonds, hockey rinks and football fields.

Click here for the full list of 2024 Star Women in Grocery award winners.