2025 Star Women in Grocery Award Winner Wendy Baker (Q&A)
Wendy Baker
Vice-President, Member Engagement & Events
Food, Health & Consumer Products of Canada
What is the biggest career challenge you’ve faced?
Over the past 12 years with FHCP, the industry has faced tremendous disruption, but few challenges have been as transformative as the pandemic. We had to pivot our entire approach to member engagement. In lieu of live events, we acted quickly to launch a comprehensive webinar series, delivering 25 webinars in just 15 weeks. This initiative showcased our associate member expertise, while providing critical insights and education to our manufacturing members. The response was remarkable—we engaged 400% more members than our typical spring events and connected with a broader range of functional areas within member companies. The learnings from that period have been invaluable as we now address emerging challenges like tariffs and global economic uncertainty.
What keeps you passionate about your work?
Hearing feedback that affirms we’re on the right track. I recently came across a comment from a member that said, “In terms of speaker quality, member brands and attendee experience, the FHCP conference is comparable to some of the top events on the planet.” That kind of recognition is both humbling and incredibly motivating—it’s what keeps us striving to lead, not follow.
What is your superpower?
A relentless focus on member service and striving to elevate every experience. It’s about anticipating needs, creating those memorable moments and ensuring people feel genuinely seen and valued. My team affectionately calls me “Mama Bear” because they know I’ll always have their backs—through the wins and the challenges. Early in my career, I read Maya Angelou’s saying, “People will forget what you said, forget what you did, but will never forget how you made them feel.” That’s a guiding principle for me, whether I’m supporting a member, rallying my team or delivering an event experience. It’s about creating an impact that lingers well beyond the moment.
How do you approach collaborating with others?
I genuinely love connecting with people and I strive to listen deeply, creating space for every voice to be heard and valued. It’s important to me that each person feels their perspective matters, whether we’re navigating a complex issue or shaping a major event. Our member advisory committees for signature events are a great example. By engaging members to help shape content, we not only ensure relevance, but also elevate their visibility as thought leaders and changemakers. The result? Must-attend, sold-out events that feel deeply aligned with member needs. I believe in going the extra mile to support both people and programs. It’s about anticipating the next question, finding those small but meaningful touches that surprise and delight, and setting a standard for exceptional service. Encouraging my team to do the same creates a ripple effect—fostering a culture where extraordinary service becomes the norm.
What excites you about the grocery business?
Right now, it’s seeing how the next generation of leaders is engaging with the industry in fresh and impactful ways. They’re bringing new energy and bold ideas to the table, challenging the status quo and embracing emerging technologies to solve complex challenges. It’s a dynamic time.
What are your passions outside of work?
Family, faith and nature are my grounding forces. There’s something so peaceful about walking or biking along the lake or through the forest—it reminds me I’m just one small piece in a much larger world. It’s a humbling and inspiring perspective that helps me recharge and stay grateful for where I am and the people I get to share life with.
Click here for the full list of 2025 Star Women in Grocery Award winners.