Craft, Crunch & Culture: Chris Hobson, Founder & CEO of Hobbs Pickles, on Reinventing Pickles for Modern Retail

In this episode of The FEED powered by Loblaw, recorded live at Granville Island in Vancouver, host Michael LeBlanc sits down with Chris Hobson, Founder of Hobbs Pickles, to explore how a creative professional transformed a personal obsession into one of Canada’s most distinctive emerging food brands. Chris didn’t set out to disrupt the pickle category—but after years in advertising and a deep passion for flavour, he saw a clear gap in the market. After moving to Vancouver, Hobson noticed the absence of high-quality, authentic deli-style pickles and decided to build something entirely new. What began as a concept—complete with branding boards, experiential retail design, and a “pickle tasting bar”—quickly evolved into a cult-favourite destination at Granville Island. At the heart of Hobbs Pickles is a commitment to craft and storytelling. Working with traditional pickle-making families in New York, Hobson developed a product that delivers a classic East Coast flavour profile with a modern West Coast brand aesthetic. The result is a premium, clean-label product that stands apart in a legacy category dominated by heritage brands. The conversation dives deep into how he built his brand from the ground up, leveraging experiential retail, word-of-mouth marketing, and a relentless focus on product quality. Hobson shares how Granville Island became his “ultimate focus group,” helping refine everything from flavour profiles to naming conventions—like the now-iconic “Big Dill.” As the brand scaled beyond its physical roots, Hobson discusses the challenges of translating that in-person energy to grocery shelves across Canada. From packaging design to strategic retail placement and storytelling, he explains how Hobbs Pickles competes in a crowded aisle by simplifying its message and staying laser-focused on one thing: doing pickles exceptionally well. The episode also explores broader industry dynamics, including disruption in the pickle category, the rise of Canadian brands, and evolving consumer interest in artisanal, flavour-forward foods. Hobbs reflects on working with major retailers like Loblaw, the importance of education at shelf, and the role of innovation—such as snackable pickle pouches—in driving trial and growth. For food entrepreneurs, Hobson offers clear, actionable advice: tell your story authentically, stay focused, and build a brand with your first true fans who connect with it emotionally. About Your Host, Michael LeBlancMichael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur.  He has been on the front lines of retail industry change for his entire career. Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025 and 2026. Thinkers 360 has named him on of the Top 50 global thought leaders in retail.   If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.