Sino Export West Win, What Comes Next for Canadian Ag & Fighting Food Fraud with guest Deleo de Leonardis, CEO Purity-IQ Titelbild

Sino Export West Win, What Comes Next for Canadian Ag & Fighting Food Fraud with guest Deleo de Leonardis, CEO Purity-IQ

Sino Export West Win, What Comes Next for Canadian Ag & Fighting Food Fraud with guest Deleo de Leonardis, CEO Purity-IQ

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 In this episode of The Food Professor Podcast, hosts Michael LeBlanc and Dr. Sylvain Charlebois unpack two powerful and timely themes shaping Canada’s food system: the shifting geopolitical landscape of agri-food and the growing threat of food fraud. The episode opens with a wide-ranging news segment focused on Canada’s evolving trade relationship with China, recent developments at Davos, and new data on food inflation.Sylvain shares insights from Manitoba Ag Days, where optimism is building among farmers following Canada’s short-term agricultural trade deal with China, particularly for canola, lobster, and beef exports. The hosts explore the strategic implications of re-opening Chinese markets, noting how geopolitical uncertainty is now a permanent feature of food systems. Sylvain argues that Canada must invest more heavily in domestic manufacturing, modernize supply management, and incentivize green technologies to strengthen long-term food sovereignty. The conversation also turns to food inflation, with Sylvain explaining why Canada’s 6.2% food inflation rate cannot be blamed solely on the GST holiday, pointing instead to opportunistic pricing and structural inefficiencies across the supply chain.The second half of the episode features a compelling interview with Deleo de Leonardis, CEO and Co-Founder of Purity IQ, a science-based company specializing in food and supplement authenticity testing. Drawing on her 30-year career in grocery retail, including two decades at Sobeys, Deleo explains how food fraud represents one of the most underestimated risks in modern retail. While many companies rely on basic identity testing, Deleo highlights the critical difference between identity and authenticity: a product may technically meet regulatory standards while still being diluted, substituted, or adulterated.Deleo introduces advanced tools such as nuclear magnetic resonance (NMR) spectroscopy and DNA-based testing, which allow for non-targeted analysis at the molecular level. This approach enables Purity IQ to detect unknown adulterants and inconsistencies across batches—something traditional testing methods often miss. She outlines high-risk categories such as olive oil, honey, fish, avocado oil, sesame oil, and dietary supplements, emphasizing that food fraud is an opportunistic crime driven by global supply shocks, climate events, tariffs, and geopolitical instability.Together, the episode paints a sobering picture: as supply chains become more complex and economic pressures rise, food authenticity will become a defining issue for retailers, brands, and regulators alike. The hosts conclude that in an era of shrinking trust and rising prices, transparency and scientific verification may be the only sustainable path forward for the global food industry. About UsDr. Sylvain Charlebois is a Professor in food distribution and policy in the Faculties of Management and Agriculture at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University. Before joining Dalhousie, he was affiliated with the University of Guelph’s Arrell Food Institute, which he co-founded. Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. Google Scholar ranks him as one of the world's most cited scholars in food supply chain management, food value chains and traceability.He has authored five books on global food systems, his most recent one published in 2017 by Wiley-Blackwell entitled “Food Safety, Risk Intelligence and Benchmarking”. He has also published over 500 peer-reviewed journal articles in several academic publications. Furthermore, his research has been featured in several newspapers and media groups, including The Lancet, The Economist, the New York Times, the Boston Globe, the Wall Street Journal, Washington Post, BBC, NBC, ABC, Fox News, Foreign Affairs, the Globe & Mail, the National Post and the Toronto Star.Dr. Charlebois sits on a few company boards, and supports many organizations as a special advisor, including some publicly traded companies. Charlebois is also a member of the Scientific Council of the Business Scientific Institute, based in Luxemburg. Dr. Charlebois is a member of the Global Food Traceability Centre’s Advisory Board based in Washington DC, and a member of the National Scientific Committee of the Canadian Food Inspection Agency (CFIA) in Ottawa. Michael 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, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google. He ...
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