Where's the Beef & Real Consumer Perspectives on Sustainability with Colleen Martin from Caddle

In this episode of The Food Professor Podcast, we welcome back to the show Colleen Martin from Caddle, who presented exclusive research on sustainability based on a survey of over 8,900 Canadians. Colleen revealed that 55% of consumers consider sustainability important when choosing products, but price sensitivity remains a key barrier. Millennials and Gen Z are more likely to prioritize eco-friendly choices, but affordability is challenging, especially for younger consumers. Colleen also discussed skepticism surrounding corporate greenwashing, with many respondents expressing distrust in sustainability claims made by large companies.We start the pod by discussing recent reactions to Sylvain's controversial milk dumping study, highlighting the lack of transparency within the dairy industry and the differing practices between Quebec and Ontario.Shifting to beef, Sylvain noted that rising cattle prices result from droughts and a shrinking herd in Canada and the U.S., with current herd sizes comparable to the 1980s. He predicted beef prices will continue to rise through 2025, with a possibility of beef pricing itself out of the market if trends continue. The episode also touched on the E. coli outbreak affecting McDonald's U.S. supply chain, which was managed efficiently but raised concerns about food safety.The episode concluded with reflections on provincial elections and interprovincial trade barriers. About UsDr. Sylvain Charlebois is a Visiting Professor in Food Policy and Distribution at McGill University and a Professor in Food Distribution and Policy in the Faculty of Management at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University.Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. He is one of the world’s most cited scholars in food supply chain management, food value chains and traceability with over 775 published peer-reviewed journal articles. Dr. Charlebois is also an editor for the prestigious Trends in Food Science Technology journal. He co-hosts The Food Professor podcast, discussing issues in the food, foodservice, grocery and restaurant industries and which is the most listened Canadian management podcast in Canada. Every year since 2012, he has published the now highly anticipated Canadian Food Price Report, which provides an overview of food price trends for the coming year. Furthermore, his research has been featured in several newspapers and media groups, nationally as well as internationally. He has testified on several occasions before parliamentary committees on food policy-related issues as an expert witness. He has been asked to act as an advisor on food and agricultural policies in many Canadian provinces and other countries.With extensive experience collaborating with businesses, governments, and NGOs, Dr. Charlebois combines academic rigor with practical expertise, making him one of the most influential voices in the global agri-food landscape. His work continues to advance the understanding of food systems, fostering innovation and resilience in a rapidly evolving industry. In 2025, he received the prestigious Charles III medal recognizing his tremendous work in informing Canadians about food issues. Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail, The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast.  He has been recognized by the National Retail Federation (NRF) as a global Top Retail Voice for 2025 and 2025, and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.