2025 Generation Next winner Anthony Salvador

Anthony Salvador thought outside the box—or rather, the wrestling ring—when he took the lead on Slim Jim’s largest Canadian promotion with WWE superstar LA Knight. The campaign boosted market share of Conagra’s meat sticks brand to 32.1%, a 5.2-point gain from the previous year.

“I am proud of that one because there was a lot of pushback about investing in the brand since meat sticks aren’t considered an exciting category. But, we brought some excitement to it—and it’s performing incredibly well,” he says. “With six in-store interruption points per location, it even included the first-ever meat snacks Halloween activation.”

The campaign required close collaboration with his Canadian and U.S. colleagues. As he grows his career, Salvador aims “to support Canadian products while having influence internationally.”

In 2025, he shared the Perfect Store Award at the Conagra All-Company Meeting with cross-functional partner Aletha Jones for delivering year-over-year omnichannel solutions for Walmart.

Salvador joined Conagra in 2019 after two years with Saputo and six years at Loblaw. He also gives back through Conagra’s Month of Service, volunteering at Seva Food Bank and Mississauga Food Bank.

See the full list of Generation Next 2025 winner profiles.

Profiles were published in the December 2025/January 2026 issue of Canadian Grocer.