2025 Generation Next winner Laken Pitts

Laken Pitts has transformed pricing at Sobeys, evolving it from a transactional back-office role into a strategic partner in business decision-
making. In her current role, which she’s held since 2024, Pitts spearheaded the implementation of an advanced pricing technology that e ceeded financial targets and built a culture of speed and efficiency. “It was a high degree of change and I was new to the department, but my team was open-minded and they challenged themselves to think about how they could do things differently,” Pitts says.

In previous roles at Sobeys, Pitts drove several first-to-market launches across categories such as frozen meals, baby and health and beauty. She also played a key role in the creation of “baby shop-in-shops” across full-service stores—a concept that remains a cornerstone of Sobeys’ baby offering.

Her role as vice chair of Grocery Foundation Atlantic is another career highlight. Pitts has been a driving force behind fundraising and sponsorship efforts that support the mental and physical health of children and youth.

Pitts, who’s been with Sobeys for more than a decade, plans on a long-term career with the company. “There are so many opportunities to evolve both personally and professionally within Sobeys,” she says.