2025 Star Women in Grocery Award Winner Amanda Labuckas (Q&A)
Amanda Labuckas
National Director, Fresh Category Management and Merchandising, FreshCo
Sobeys Inc.
How did you get your start in the grocery business?
My grocery journey began as a part-time cashier at Commisso’s Food Markets in high school. I never could have imagined that job would spark a 25-year (and counting) career in an industry I’ve come to love. What started as a way to earn extra money quickly became a passion—I was fascinated by how the decisions made behind the scenes shaped what landed on shelves and how customers shopped. That early exposure planted the seed for a career of continuous growth, challenge and opportunity—and I’ve been all-in ever since.
What do you like most about your job?
What I love most about my role at FreshCo is the ability to make a real, everyday impact—on stores, on customers and on our brand promise. As national director of fresh category management and merchandising, my team and I shape the fresh programs, pricing and partnerships that bring “no-compromise value” to life—ensuring customers never have to choose between great quality and great prices. Helping lead the development and national expansion of our fresh strategy has been a rewarding part of that work, allowing us to deliver top-quality produce, multicultural relevance across the fresh side of the store and unbeatable value across the country. It’s fast-paced, purpose-driven work that blends strategy, creativity and execution. I’m grateful to work with a passionate, talented team committed to helping Canadians make every dollar count—while staying true to what makes FreshCo unique: relevant, boldand unapologetically customer-focused.
What is a career challenge you've faced and how did you overcome it?
Early in my career, I was in a contract role as a front-end specialist when a shift in business needs created uncertainty about my future role within the organization. With no guarantee of what would come next, I was incredibly grateful when our then-general manager—one of the most visionary leaders I’ve worked with and truly the father of FreshCo—advocated for me to stay on the team by moving into a vacant produce specialist role. It was an area I had no prior experience in, and stepping into a role where I was expected to coach and support stores on produce operations felt daunting. It was the biggest challenge I had faced at the time, but failure wasn’t an option. I knew I had to rise to the occasion, not just for myself, but for the people who believed in me. I leaned into the opportunity by owning what I didn’t know, building strong connections with experts across the business, and earning trust through collaboration, humility and respect. I listened, learned and stayed hungry to grow—and I never took for granted the support I received along the way. From department managers to peers and leaders, their willingness to share their time and expertise helped shape my growth, and I’m a better leader today because of them. That moment changed the trajectory of my career. It sparked a passion for the fresh side of the business that, ultimately, led me to where I am today—leading FreshCo’s national fresh strategy and helping shape how we deliver value, quality and customer connection through fresh food.
Best career advice you’ve received?
One of the best pieces of advice I’ve received is: ”Lean into the hard things—even when you don’t feel ready.” Growth rarely happens in your comfort zone, and some of the most defining moments in my career came from stepping into uncertainty—whether it was moving into the front-end specialist role early on, taking on produce with no prior experience or transitioning from a district operator to the merchandising side of the business. In each case, I was supported by incredible mentors and leaders who saw potential in me before I fully saw it in myself. Every move I’ve made has been shaped by people who pushed me to step forward, get in front of the right people, and show my willingness and desire to grow. Each of those challenges—and the approach I took to face them—helped prepare me for the next. I became less afraid to test myself and more determined to reach new heights. I’m a stronger teammate, leader and contributor to our business because of those experiences.
How do you like to spend your time outside of work?
Outside of work, you’ll usually find me cheering on my 15-year-old daughter at her basketball games—loudly and (often unsuccessfully!) trying to coach from the stands. I also love being outdoors, especially hiking with my two dogs, Baxter and Charlie, alongside my husband and 19-year-old daughter—it’s our favourite way to unwind and reconnect. Over the past two years, much of my personal time was dedicated to completing my MBA, while continuing to lead in a demanding role. It was one of the most challenging and rewarding experiences of my life and now that it’s behind me, I’m embracing a little more balance—and a lot more fresh air.
What is a fun fact about you?
I may spend all my time in merchandising now, but I spent most of my childhood on the ice—I played rep hockey for seven years, starting when I was just nine. It taught me the value of grit, teamwork and pushing through challenges—skills I’ve carried with me ever since. It’s probably where I get my edge and determination from, and it laid the foundation for how I show up today—with purpose, passion and a will to win.
Anything else you'd like to add?
I’m incredibly grateful to be recognized alongside so many inspiring women in our industry. This recognition is not just a reflection of my journey, but of the mentors, peers and teammates—especially at FreshCo—who have supported, challenged, and believed in me along the way. I’m proud to be part of a banner that’s bold, diverse and unapologetically focused on delivering for our customers. I hope my story encourages others—especially those just starting out or stepping into something new—to lean into the unknown, stay curious, and never underestimate what’s possible with hard work and heart. It’s a privilege to grow within an organization that values people and impact, and I’m excited for what comes next.
Click here for the full list of 2025 Star Women in Grocery Award winners.