2025 Star Women in Grocery Award Winner Nicole Salloum (Q&A)
Nicole Salloum
Vice-president, Administration Service Operations
Farm Boy
How did you get your start in the grocery/CPG business?
My path into the grocery industry wasn’t planned but, in many ways, it felt like a return to my roots. I was raised on a beef and grain farm in Alberta, where my parents instilled in us the values of hard work, teamwork and quality. Food wasn’t just our livelihood—it was how we welcomed people, supported our community and lived our values.
After spending much of my career in a different industry, I was looking for a change. A friend introduced me to an opportunity at Farm Boy to step into a role in legal and administration. What drew me in was my love for the brand and the opportunity to impact how people put food on their tables. Within three days, I was hooked. The people, the pace and the hard work at Farm Boy all reminded me of life on the farm—it felt familiar, meaningful and deeply fulfilling.
What intrigues you about the grocery/CPG business?
What intrigues me most about the grocery/CPG business is how it brings together people, passion and innovation. It’s a fast-moving industry driven by a deep understanding of consumer needs, a commitment to creating great experiences and the constant push to stay ahead of evolving trends. I’m inspired by how creativity and execution come together every day to make a real impact.
What keeps you motivated at work?
The opportunity to drive transformation and help people grow. I’m passionate about creating meaningful impact—whether through mentoring, leading change or improving experiences for customers and teams. Seeing progress and contributing to something bigger than myself is what truly energizes me.
What do you like most about your job?
What I enjoy most about my role at Farm Boy is that it never truly feels like work. Every day, I have the privilege of collaborating with a group of incredibly talented people—colleagues and teammates who are as committed as they are capable. Together, we solve complex problems in a fast-paced, agile environment that’s constantly evolving and pushing us to innovate. I’m especially grateful for the opportunity to lead through this dynamic space at Farm Boy, where the work we do has a real and visible impact—on our industry, in our communities and for our customers and employees. That sense of purpose and progress is what motivates me every day.
What does a typical day look like for you, and how do you prioritize your time?
As a VP of admin service operations, my day starts early. I begin by reviewing emails, performance metrics and any overnight developments that may require immediate attention (usually includes a discussion with some of my colleagues at retail). With oversight of five key functions, I focus on identifying critical issues and assessing project milestones to determine where my time and support are most needed that day.
Before our daily operations call, I connect with my leadership team to ensure we’re aligned on priorities and to help remove any roadblocks that may be slowing progress. Throughout the day, I stay close to the work—participating in strategic discussions, jumping into impromptu meetings and guiding teams through complex challenges.
At the end of the day, I take time to reflect on what we’ve accomplished, evaluate shifting priorities and set a clear path for the next day. It’s a dynamic environment that requires flexibility, focus and a deep commitment to keeping teams aligned and empowered.
What is the most challenging aspect of your job?
The most challenging aspect of my role is balancing short-term priorities with long-term strategic goals. In a fast-paced environment, there’s always pressure to address immediate issues while ensuring we’re setting up the business for future success. It requires constant adaptability, clear communication and the ability to manage multiple moving parts, all while keeping the team aligned and focused on both current needs and future opportunities.
What habits or mindsets have helped you stay resilient?
Staying resilient requires a mindset of adaptability, focus and continuous learning. I approach challenges with a solution-oriented mindset, always looking for opportunities to improve and grow. I also prioritize clear communication, which ensures my team stays aligned and motivated, especially in times of uncertainty. I believe every obstacle presents an opportunity for growth, and there’s always something positive to take away from overcoming difficulties. This mindset helps me stay grounded and motivated, no matter the situation.
What career advice would you give your younger self?
Be brave, bold and go for it. Never shy away from wanting to be the best as a team. This mindset fosters a commitment to excellence. I’m incredibly proud to lead amazing teams of high performers who embody this approach and celebrate wins collectively.
What is the best career advice you have ever received?
The best advice I received was to be humble, stay curious and never stop learning. Be brave in making decisions, taking risks and challenging the status quo. Build strong relationships with your team, foster trust and create an environment where everyone feels empowered to contribute their best.
What is a fun fact about you?
I was born and raised in Alberta, speak French and can play a mean set of spoons.
Click here for the full list of 2025 Star Women in Grocery Award winners.