Danni Peirce, Chief Sourcing Officer at Loblaw, on Reinventing Canadian Retail Sourcing and Empowering Homegrown Brands

In the latest episode of The FEED powered by Loblaw, host Michael LeBlanc welcomes Danni Peirce, Chief Sourcing Officer at Loblaw Companies Limited, for an energizing conversation that offers a fresh lens on retail sourcing in Canada. Still less than a year into her role with the company, Peirce brings a seasoned global executive perspective, shaped by two decades of sourcing and leadership roles across international retail markets. Her newcomer status gives her a unique vantage point: she sees Canada’s retail ecosystem with eyes trained by global scale, complexity, and opportunity.Danni's responsibilities are immense—she oversees everything Loblaw buys, from fresh produce and grocery products to health and beauty items and goods not for resale. Since arriving in Canada, she has been struck by both the country’s vastness and its diversity, elements that deeply influence sourcing and consumption. Her international career has taught her how geography, culture, customer makeup, and supply chains intersect in different regions; in Canada, she sees a retail landscape defined by national scale but regional nuance.One of Peirce’s most compelling observations is the consumer-driven shift toward Canadian-made products. Tariffs and global supply chain disruptions created a once-in-a-generation reset—forcing shoppers to try new brands, especially domestic ones. Loblaw recognized the moment and responded decisively: 80% of suppliers onboarded this year are Canadian, a move Peirce describes as both a customer-driven insight and a strategic opportunity. Having worked in markets where domestic sourcing rarely carried emotional weight, Peirce notes that Canada’s embrace of local brands is meaningful, measurable, and—critically—sticky.Her global experience also informs her thinking about supplier development. In many markets, retail scale is a barrier for small brands; Loblaw has flipped that dynamic. Peirce outlines the company’s Small Supplier Program, which provides:Seven-day payment terms to reduce cash pressureFree access to Loblaw’s performance and sales dataA dedicated internal team to guide suppliers through systems, processes, and growthShe calls the program a competitive differentiator and proof of Loblaw’s commitment to nurturing Canadian innovation. Brands aren’t just getting shelf space—they’re growing into national players, with some now graduating out of the program and scaling up their capabilities.Looking ahead, Peirce highlights AI as the most exciting unlock for sourcing. Her global sourcing experience lets her spot where technology can add leverage, particularly in commodity tracking, forecasting, and productivity enhancement. Sustainability also features prominently in her mandate, with aggressive goals around carbon reduction, packaging standards, and ingredient responsibility—strategic pillars shaped by the expectations of Canadian consumers and global retail shifts.Peirce closes by offering advice grounded in her cross-market career: stay close to customers, learn relentlessly, and understand the priorities of your retail partners. Her clear message? Canada is entering a new era of sourcing—one energized by innovation, supported by scale, and powered by the curiosity of leaders who see opportunity everywhere. 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.