How Loblaw’s Heather Fadali Takes The Lead
“Nothing is impossible" is a guiding mantra of Heather Fadali, VP, Loblaw brands product management and innovation. Whether it's taking a new product from prototype to store in "a matter of months" or finding “the perfect pepperoni” for its PC Black Label Pepperoni Pizza—even if it requires going back to the drawing board—Fadali approaches challenges with a can-do, optimistic and collaborative mindset. Not to mention a steadfast focus on the customer, who wants value for money now more than ever.
A former head of marketing at Tim Hortons and a category executive with CPGs, Fadali has had a measurable impact at Loblaw since joining in 2021. She has steered the innovation team in launching thousands of new Loblaw brand products over the last three years. The retailer's control brand portfolio now exceeds $11 billion in annual sales, proving these products are meeting the needs and desires of shoppers.
Here, the 2023 Star Women honouree shares plans for new products in the pipeline and what she's learned about effective leadership.
How do you lead product teams on identifying new categories or products for the President's Choice and No Name brands?
We always start with understanding what our customers are looking for and finding where the gaps are that we can help fill. For example, now more than ever we know that our customers are looking for value and it’s our job to ensure we are delivering that wherever possible. No Name has long been synonymous with exceptional value, so when we develop new products under this brand, that focus is paramount. On the other hand, President’s Choice is where Canadians turn to find innovative food and the highest quality. It’s here that customers also find unexpected value. Our PC Black Label Pizzas are a great example. Hand-tossed by pizzaiolos in Italy and made with premium ingredients, they are comparable to your favourite local pizzeria at least half the price of ordering takeout.
Health is another priority for our customers—and for us. While we know that healthier products are particularly sought after in January, this focus has become a year-round commitment for many Canadians. Historically, "healthy" meant low-fat, low-sugar or low-carb options. Today, we’re seeing more people take a balanced approach to their food choices—looking to fuel their bodies with food that is not only delicious but delivers on health benefits as well. Our new PC Blue Aroma Blueberries, for example, offer bold and delicious flavours while also being high in antioxidants.
As the Canadian population continues to grow more diverse, we are committed to bringing flavours from around the world to meet the evolving tastes of our customers. Over the years, PC has brought some amazing flavours from places like Thailand, Italy and Spain into the kitchens of Canadians. Right now, we know that South Asian is the fastest growing population in Canada. Full of aromatics and rich spices, we are excited to introduce some delicious new Indian-inspired PC products in the not-so-distant future.
READ: Canadians have a growing appetite for global cuisines
What does your leadership look like in terms of setting timelines and overcoming inevitable obstacles?
We're driven by our purpose to help Canadians Live Life Well, and that starts with listening closely to what matters most to them. Right now, we know that Canadians are looking for cost-effective and healthy ways to feed their families without compromising quality, so we are particularly focused on finding solutions to meet that need. At a time when customers are evaluating every dollar, we launched the PC Pork Roast that can feed a family for under $20. And when customers weren’t necessarily indulging, we gave them accessibility to new, innovative flavours at great prices, like with the Northern-Style Spanish Basque Cheesecake.
We have a very close relationship and a common goal with our category, quality assurance teams and suppliers to ensure we can get delicious, high-quality products into the hands of Canadians. We can’t take products from prototype to market without their support and partnership. Sometimes, we’ve gone back to the drawing board, to find the perfect pepperoni for our PC Black Label Pepperoni Pizza, while other times we’ve taken a product to market in a matter of months. Product development timelines can vary depending on the product, but we always strive to be responsive to the needs of Canadians. I believe that with the right team working toward a shared goal, nothing is impossible. We embrace flexibility in our approach, which enables us to overcome obstacles and bring new products to market efficiently.
I imagine there is inherently some risk in introducing a new product. How do you help teams overcome risk aversion and continue to innovate?
Innovation is in our DNA, but it doesn’t come without its challenges and risks. It’s always tempting to go the safe route, but that’s not who we are at Loblaw. With our PC and No Name products, we’re always looking for the new, the next and never been done.
READ: Private-label food got more popular thanks to inflation—but now it's here to stay
Our innovation team is made up of a talented group of chefs, product developers, product managers and strategists who collectively work tirelessly to develop the right products at the right price for Canadians. And in this new environment in which we’re operating, as Canadians feel the economic pressures, we will continue to pursue to be that much more relevant and impactful for our customers through our products. It’s this customer-first approach to innovation that helps keep my team motivated and not just willing, but excited to pursue the “what’s next.” Finally, there’s nothing more motivating to continue to innovate than seeing the products come to life in our stores. The colleagues in our stores become ambassadors to our products, bringing their passion and brand love to Canadians everyday.
What have you learned about effective leadership over the years?
The most effective thing about leadership is understanding that your role is to enable your team. I like to operate from a “servant leadership” perspective, where my focus is to empower my people and create a positive environment for them to work in. Collectively, we have built a vision for our team, backed up by our shared core values, all of which ladder up to our enterprise purpose to help Canadians Live Life Well. This clear direction promotes individual ownership of their work, ensures the team can see the impact of their contributions and ultimately enables the team to deliver value to Canadians everyday.
Additionally, recognizing that people are, at their core, human beings has been key to my leadership success. I want my team to feel safe, supported and respected. Beyond that, I want them to feel celebrated and I’m always looking for ways to do that at Loblaw. Each colleague brings unique experiences and backgrounds and when those are embraced, we can do extraordinary things. One example is the way in which we honour different days of recognition or the diverse holidays that are celebrated by my team. For example, during Diwali, we gather in the test kitchen to enjoy Indian foods and traditions. These moments not only foster inclusivity but also often spark exciting new food innovations.
What do you outside of work that makes you a better leader?
If I don’t prioritize my physical and mental health, my work will suffer, and so will my team and my family. Yes, I am a leader, but I am also a fitness enthusiast, a mom and an amateur home cook! I always make sure that there is time for what fuels me—I go to the gym, cook with my family, spend time with my daughters at their cheerleading competitions. As women we often feel that we are not entitled to a work-life balance, but it’s vital. In fact, setting healthy boundaries has allowed me to lead more effectively and ensure my team thrives as well.
Canadian Grocer's How I Take The Lead series speaks to people from across the industry about how they take the lead on a specific project, initiative or aspect of their job. You’ll hear from grocery leaders about their passions, how they tackle challenges, what they’ve learned and what keeps them motivated. Have a pitch? Send it to digital editor Jillian Morgan.
