Episode 70: Simran Kaur, Jiva Organics, on Relationships, Retail, and the Reality of Canadian CPG.

We sit down with Simran Kaur, Sales Manager for Western Canada at Jiva Organics, for an honest conversation about navigating the Canadian CPG and retail landscape. Simran shares her unconventional journey from managing national accounts at Zomato in Delhi to building retail relationships across Western Canada.Simran brings a grounded, people-first perspective to an industry that can often feel transactional. Her approach centers on a core belief: helping stores serve their customers better. That mindset, combined with a willingness to own and learn from her mistakes, has become the foundation of how she works.In this episode, we discuss:Jiva Organics as a family business, one of BC's pioneering organic stores since 1998.What makes Jiva unique as a manufacturer, bulk food operator, and distributor all in one.The story behind launching Bliss Balls and their nationwide launch with Loblaws.The new Origins Program and how QR codes connect consumers directly to farms and growers to improve supply chain transparency.Understanding the store's customer is the key to any successful sales conversation. Simran walks us through the CPG retail journey, especially from farm to retailer shelf, and what it takes to earn trust and build lasting partnerships in Canadian grocery.Resources:Connect with Simran Kaur on LinkedIn: https://www.linkedin.com/in/kaur-mansimran/Jiva Organics: https://www.jivaorganics.ca/