From Zero Sales To Record Revenue

In just a few years, Michael Lines and his team were able to take a fledging natural foods brand with nearly zero sales and grow into a successful business operating in both Canada and the U.S.

Lines is the CEO of Toronto-based Wellness Natural, which owns and operates SimplyProtein, a line of plant-based snacks. He spoke with Chief Executive to share how the company achieved fast-paced growth, leadership’s role in developing a strong culture and the importance of giving back.

Tell us how you and your team were able to accomplish such fast growth.

I stepped in with a clear vision: to build a better-for-you protein snack brand that fits into everyday life. But I knew from experience that the key to bringing this vision to life wouldn’t just be great products—it would be a great team.

In the beginning, we were a small but scrappy group with just a few key customers. I was deeply involved in every aspect of the business; not just shaping the strategy, but also shaping the team that would execute it. I focused on hiring people who were smart, hardworking and passionate about what they do. And, just as importantly, people who believed in the values that would define SimplyProtein’s culture.

Together, we laid the foundation for growth, focusing on building a strong brand identity and product portfolio, finding the right brokers and retail partners and creating an internal culture of ownership, agility and collaboration.

We were intentional about how we worked, ensuring that every team member had a voice, a clear role and the opportunity to make a real impact. As we grew, I empowered the team to take ownership, challenge the status quo and bring new ideas forward. That mindset has been instrumental in our success.

One of the proudest moments for me has been watching our team’s dedication and values come to life in ways beyond just business growth. Our collective commitment to transparency, sustainability and ethical business practices led us to earn our B Corp certification, something that truly reflects who we are as a company.

Beyond our internal team, we’ve also built strong relationships with partners who share our vision. By fostering a culture of collaboration and listening—both internally and externally—we’ve been able to stay ahead of trends, adapt quickly and continue pushing SimplyProtein forward.

At the end of the day, SimplyProtein’s success is a team effort. We’ve come a long way, and I truly believe it’s because we built not just a great company, but a great team behind it.

You believe a company’s success starts with its people and the culture that is established from the top. What concrete steps can leaders take to foster such a culture?

One of my favorite sayings is from Peter Drucker: “Culture eats strategy for breakfast.” In addition to executing the “what” we do with a focus on target numbers, we are clear on our “why,” and how each opportunity fits into that whole but specific brand purpose. Each member of our team not only understands the what and why we do it, but also understands the importance of their role in helping us get there, as a team.

I’ve done my best to build an “AND” culture: one where we have an awesome workplace with purpose AND delivers results. It’s my job to inspire the team to own the process, celebrate their wins and learn from setbacks. That takes deep listening, an understanding of the role that work plays in each team member’s life, and fostering real connections, while maintaining accountability and expectations. It’s quite the balancing act.

Last year, SimplyProtein was named a KeHE CARETrade partner. What is the significance of that?

I’m immensely proud that we were chosen as one of just eight companies for the 2025-2026 KeHE CARETrade program. Each year, KeHe selects a handful of like-minded, mission-driven brands that are working to give back to communities and make the world a better place. Selection to this program introduces us to a network of retailers and shoppers across the U.S. and Canada, all of which are looking to foster a deeper connection with the products they purchase.

Not only does being named a KeHE CareTrade partner validate the work we’ve been doing to provide high-quality, plant-powered, better-for-you protein snacks that help people simplify and better manage their nutrition, it also establishes us among some of the world’s most admired, purpose-driven brands.

Being named a KeHE CareTrade partner will help us extend the reach of our mission: to nourish people as if they are family, support the community like they are old friends and take care of the planet like it is our backyard.

Your company last year also established a Wellness Collective to identify and support community programs that the company can meaningfully support. Tell us about this initiative and how it’s impacting your communities.

SimplyProtein’s Wellness Collective is an employee-led team advancing projects that directly benefit the communities in which our employees and partners live and work. We activated our first projects in 2024, including funding the construction of a water well in a Vietnam supplier’s community that previously had no immediate access to potable water.

Going forward, a major goal of our Wellness Collective will be to help alleviate youth food insecurity throughout North America, an issue that’s extremely close to my heart. Our objective is to donate a million bars annually, and two percent of revenue—roughly five percent of profits—through monetary donations.