Plant Based Foods Canada Welcomes New Advisory Board Chair

Plant-Based Foods Canada (PBFC) is pleased to announce the appointment of Michael Lines, Founder, President and CEO of Wellness Natural Inc., as Chairman of the PBFC Advisory Board. Michael previously served as Vice Chairman.

Michael has been a long-standing supporter of the PBFC and was instrumental in launching the PLANT EMPowered programme, which provides masterclass-style events for PBFC members to learn from a wide range of industry experts. In addition to serving on the Advisory Board, chairing the Steering Committee, and being a key contributor to the PBFC’s three-year strategic plan, which was just finalized to define our priorities and direction forward.

Michael has worked for many years in the consumer goods sector in both natural and traditional packaging and is recognized as a strong leader in the industry. In 2020, he founded Wellness Natural Inc., a Canada-based health food company, and acquired Simply Protein, a plant-based snack brand from Simply Good Foods in the United States where he previously worked. Since the acquisition, Michael and his team have grown the brand in Canada, the US and select international markets.

Michael succeeds Sol Cuisine founder and president Dror Balshine after he sold his company to Plant Plus Foods in January 2022. A staunch advocate for the plant-based food industry, Dror provided advice and knowledge as PBFC membership grew exponentially to over 60. During his tenure, he was instrumental in developing landmark initiatives for the organization, Includes strategic planning and plant-based food week.

We thank Dror for his contribution to the success of the PBFC and wish him the best in his future endeavours. We look forward to joining Michael as the next Chair of the PBFC Advisory Board to fulfill the PBFC’s mission of advancing a globally competitive Canadian plant-based food industry that meets the changing needs of our members, stakeholders and communities needs to fulfill the market.