2025 Generation Next winner Rose Donatelli

Rose Donatelli has built her career in the food industry by challenging conventions and driving category growth. Overseeing national fluid sales at Lactalis Canada, she has helped reverse years of decline in premium milk by rethinking the category.  

“We shifted away from a price-led narrative and focused instead on the true drivers of purchase: quality, freshness, shelf life and the tangible benefits that justify a premium [milk],” she says. By simplifying promotional structures and emphasizing product integrity, she made milk exciting again while driving sustainable growth. 

Donatelli’s leadership philosophy centres on empowerment and clarity. “Great results come when people understand the ‘why’ behind what we’re doing and feel trusted to make decisions,” she says. 

Her experience coaching youth soccer informs her approach. “Leadership isn’t about having all the answers,” she says. “It’s about creating an environment where people can perform their best and feel supported through both wins and losses.” 

Looking ahead, Donatelli aims to expand into segments that connect health, sustainability and innovation, and to help reinvent dairy for the next generation.

See the full list of Generation Next 2025 winner profiles.

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