Farm Boy’s Alison McFarlane on private-label inspiration
From social media to international street markets, ideas for new private-label products can come from just about anywhere at Farm Boy. Alison McFarlane, who’s been with the retailer for nearly a decade, oversees a portfolio of more than 2,000 Farm Boy products as director of product development.
In this Q&A with Canadian Grocer, McFarlane—a 2025 Generation Next winner—shares the secret sauce behind the retailer’s private-label success.
How do you identify opportunities for new private-label products, and what factors determine which concepts move into development?
Ideas have always come from everywhere, from Farm Boy team members and customers to new local partners discovered at farmer markets. We are constantly looking at new opportunities across the Farm Boy private label portfolio. Whether it be partnering with new manufacturers to explore unique capabilities, identifying gaps within existing categories or drawing inspiration from emerging customer preferences, we are always looking for ways to challenge ourselves and bring new products to our shelves.
When evaluating which ideas to move forward with in development, our focus is always on the end customer. Every decision that gets made is based on a clear understanding of who the product is for and ensuring that new items continue to resonate with those customers.
What emerging consumer trends are you watching closely?
Right now, we’re seeing a shift towards health-driven choices, with consumers prioritizing nutrient density and more intentional eating across everyday foods. For example, customers are seeking to add more high-protein and high-fibre options to their diet.
READ: How new health priorities are shaping food purchases
At the same time, there’s a move towards upgraded convenience. When convenience once meant trading off on quality, we’re now seeing innovation that delivers on both, such as fully cooked Fire Roasted Chili Lime Shrimp and elevated ‘instant ramen’ bowls. This is a space where Farm Boy excels, thanks to our consistent commitment to fresh, high-quality ingredients, which ensures we meet these evolving customer expectations.
Which aspects of the product development process are most challenging in today’s market?
While it’s not specific to product development itself, navigating the ever-changing global supply chain challenges remains one of the most significant factors impacting new product launches. Whether it’s extended lead times on raw materials or unforeseen delays on finished goods, supply chain delays can make launch planning challenging, so we are flexible and adaptive with how we approach each product launch.
Can you share a recent private-label product launch you’re particularly proud of, and what made it successful?
It’s not tied to a particular product launch, but rather the work we did last year to reimagine our approach to private label limited-time offerings. Our goal was to bring new, unique and relevant products to Farm Boy stores that were exciting for customers, whether it be for a week or a season. We worked closely with our internal manufacturing team and a handful of vendor partners to bring new products to market quickly.
Launching this new Discover program was a sizable undertaking as it touched many areas of the business and required a lot of collaboration to build together. Looking back since our first launch with the Farm Boy Watermelon Lime Drink, it’s been rewarding to see what we accomplished, from the product ideation and development to coming together with many teams across the organization and ultimately creating excitement and engagement with customers.
Outside of work, what influences your thinking on product innovation?
I have always had a passion for food and for understanding the different roles that food plays in people’s lives, from bringing people together to celebrating culture or creating memories. Travel has been one of my greatest sources of inspiration. On a recent trip to Asia, I walked around the street markets, trying the different ingredients and dishes, some of which I brought back with me.
Closer to home, I enjoy spending weekends at local markets and being connected to the food community. This has played a pivotal role in our Go Local program, in which we partner with small local vendors to introduce their products to our customers and stores within those vendors’ communities. I also keep a close eye on social media, which can highlight early indicators of emerging preferences.
Looking ahead, how do you see the overall private-label grocery market evolving over the next few years?
Private label products were traditionally seen as lower-cost or value-driven alternatives. This has never been the approach at Farm Boy, with our focus being on quality and taste. I believe we’ll see the market lean into this type of thinking, increasingly into leveraging private label products as brand differentiators with unique, tailored and exclusive offerings.
