emplacementPalais des Congrès, MONTREAL
calendrier
April 29th – May 1st, 2026

A Bold Stage for Entrepreneurs

🚀 On Wednesday, April 30, 2025, the Startup Pitch Competition returned for its highly anticipated 6ᵗʰ edition at SIAL Canada, spotlighting 16 promising entrepreneurs from the international Startup Village — a space partially sponsored by the City of Toronto and the City of Montréal.

Focused on innovation, sustainability, and food security, the competition recognized breakthrough products and technologies with strong growth potential across North America. Each entrepreneur had 3 minutes to pitch their concept live in front of a jury of industry experts, competing in one of two categories: Startup CPG and Startup FoodTech.

✨ This year’s jury, chaired by Dr. Ana Cristina Vega Lugo (Niagara College Canada), featured top voices in the sector: Nick Gibson (NielsenIQ), Mary Scianna (Grocery Business), Jake Karls (Mid-Day Squares), Richa Gupta (Canadian Food Innovation Network), Martin Carrière (Pigeon), and Ben Hum (NAAAP Toronto).

🎁 A special data-focused prize from NielsenIQ was introduced for the first time, offering startups access to strategic insights to fuel their growth. The full prize package across winners included:

  • Access to NielsenIQ’s Market Track Online Solution (MTOS), tailored Consumer Reports, and exclusive “Ask Me Anything” sessions with NielsenIQ experts
  • 25 hours of consulting from Niagara College
  • Brand strategy consultations from Pigeon Brands
  • Discounted booth space at SIAL Canada 2026 in Montréal
  • Visibility in The Food Professor Podcast and Grocery Business Magazine

👏 A big thank-you to our major partner NielsenIQ, and to our supporting partners: Niagara College, Pigeon, and Grocery Business for helping us elevate and celebrate the next generation of food and beverage innovation.

👉 See you in Montréal in 2026 for the next edition of the Startup Pitch Competition!

The winners of the 2025 edition

On the second day of the expo, at 10:30 AM, the highly anticipated Pitch Competition began. This event showcased 13 exhibitors from the Start-Up Village thanks to our collaboration with the City of Montreal. Start-up companies competed in our unique format, with each having 3 minutes to convince the jury in two categories: Food & Beverage Products and Technology & Services. This competition is particularly important for SIAL Canada and its partners, all of whom are committed to supporting the new generation and the development of start-up companies.

Nana shake | Gold Prize CPG category

Nana shake captivated the judges by presenting an outstanding and unique line of desserts that meet the most pressing customer demands such as nutritious, flavour, clean label with a tremendous marketing and business growth potential. The jury members were impressed with the potential of the unique fascinating innovative upcycling base that would grow beyond the dessert category.

“We are both thrilled and honored to have won the Gold award in the Startup CPG competition at SIAL Canada 2025. This prestigious recognition fuels our passion to keep pushing forward in growing our business and will aid us immensely in securing expanded distribution for our products at more stores nationally across Canada. Thank you SIAL Canada for this amazing opportunity and for supporting local businesses and giving them a platform through which to share their story and shine!”

Yazeed Yasin, Co-Founder & CEO

NanaShake
Goldy’s | Silver Prize CPG category

Goldy’s impressed the judges with an outstanding product that would offer convenience and nutrition. Moreover, Goldi’s products have an incredible potential for scalability, distribution and diversity in market expansion.

Goldy's
Bonbon Collections | Bronze Prize CPG category

Bonbon Collections offers outstanding novel desserts and other plant-based products utilizing common plant-based ingredients. The strategic plans and potential for expansion and growth captivated the judges.

Bonbon Collections
Chien Gourmand | Bronze Prize CPG category

Chien Gourmand products meet the most recent consumer demands and trends in this market. The jury members strongly encourage Chien Foods to look for more marketing strategies for growth and expansion considering the incredible potential of the products.

Chien Gourmand
New School Foods | 1st Prize FoodTech category

The judges were fascinated with the novel technology that new school foods presented for the manufacture of plant-based products. This technology responds to a pressing gap in the industry. It presents a solution due to the current plant-based innovation challenges.

‘’We would like to thank our team that continues to take risk and learn with us, the judges for seeing our vision and the potential that automated in-store sampling has, and SIAL for hosting such an incredible event!’’

NewSchoolFoods
Terra Bioindustries | 2nd Prize FoodTech category

The judges were impressed by the innovate technology that transforms upcycling ingredients into functional ingredients for the food industry. The variety of application and the unique processing that the company developed showed the incredible potential of the company.

Terra Bioindustries

The Food Professor Podcast

Listen to the Pitch Gold winners 2024

Pitch Competition Jury 2025

Dr. Ana Cristina Vega Lugo
Scientific Manager, PhD
Nick Gibson
SMB Team, NielsenIQ Canada
Mary Scianna
Editorial Director and Co-owner
Jake Karls
Co-founder & Rainmaker, Mid-day Squares
Richa Gupta
Vice President Partnerships & Development
Martin Carrière
Head of Client Service
Ben Hum
Serial Entrepreneur | Community & Leadership Crusader | IT Plumber

Dr. Ana Cristina Vega Lugo

Scientific Manager, PhD

As the Scientific Manager with FBIC, Ana Cristina is responsible for managing the research/student team and resources required for all product and process innovation, food safety, analytical lab and label compliance services, and other technical service and applied research activities.
A trained food engineer and scientist with a PhD degree in food science, Ana Cristina has 10 years’ experience in food science and commercialization, including in development, troubleshooting and applicable packaging science and technology. Her most recent position was with Hela Spice Canada as a senior product developer.

Nick Gibson

SMB Team, NielsenIQ Canada

Nick loves using data to find ways to succeed in the consumer goods sector. He particularly loves brands trying to take on important issues in the world around health, sustainability and other social impact issues while still being a market leader on traditional metrics. Nick has worked at NielsenIQ for over seven years on various clients (large and small), supporting them on various important issues from consumer insights to pricing and much more. Today, he supports mostly SMB CPG brands to help them win in a very competitive Canadian marketplace.

Mary Scianna

Editorial Director and Co-owner

Mary Scianna is editorial director and co-owner of Grocery Business, the only national Canadian-owned trade publication for the grocery industry in Canada. She is actively involved in the grocery industry and has served as a judge for food competitions for more than seven years for the natural and organics products sector and CPG sector.

Jake Karls

Co-founder & Rainmaker, Mid-day Squares

Jake Karls is a different type of business leader – unapologetically authentic, refreshingly relatable, and completely free of BS.
He is the Co-founder and Chief Rainmaker of Mid-Day Squares, the better-for-you chocolate snacking brand that turned a kitchen-table dream into a North American household name. Mid-Day Squares is leading the disruption of the chocolate industry.
Jake is recognized as a rising star in the business world. He’s currently a finalist for EY’s Entrepreneur of the Year awards, lead the category for Forbes’ 30 Under 30 list for (Food and Beverage), and is featured as a regular contributor to media outlets across North America.

Richa Gupta

Vice President Partnerships & Development

Richa is a passionate entrepreneur and marketer with 20+ years of experience in Canada, USA and India spanning consumer packaged goods, retail, and fashion industries. Richa has experience building an award winning, values driven food brand from ground up. Her brand Good Food For Good is now available in stores across Canada and USA. Richa’s background in fashion, retail and Consumer Packaged Goods give her a unique mix of skills from trendspotting to consumer understanding to creating win-win solutions for all stakeholders. She mentors new businesses in Canada and USA about how to scale sustainably. Richa has an MBA in strategy and, marketing from Schulich School of Business and is actively involved with the entrepreneur community in Canada.

Martin Carrière

Head of Client Service

Martin started his career working as an art director on several national and international brands. He later shifted gears to join the client service side. Over the years, he has worked closely with brands in several segments such as CPG, healthcare, fashion, home décor, finance, alcohol, and cannabis to name a few. Martin’s ability to think strategically and creatively, develop deep and long-lasting relationships with clients and deliver high-quality work hasn’t gone unnoticed. He is an imaginative thinker able to seize opportunities, making it a launching pad for creating rich brand experiences.
As Head of Client Service, Martin oversees Pigeon client services team, who help drive all 360 integrated marketing and communications, design and packaging work, as well as all related client service.
Martin has been a key part of helping build and drive Pigeon’s client services team. He has brought in several new business clients since his start in the Fall of 2017. Martin will be collaborating on brand strategy development and bringing the agency’s brand narrative of “Making Brands Come True” to life.

Ben Hum

Serial Entrepreneur | Community & Leadership Crusader | IT Plumber

An award winning multi-passionate serial entrepreneur, Ben is no stranger to the startup world having been involved with a number of early stage companies and organizations. In fact, he discovered an entrepreneurial streak at the ripe age of 14 while others where striving for good grades. Ben has always thought he would have done much better in school if only the child next to him had applied themselves a little more.

With the last 25 years being involved in technology companies, his current roles include President at InsightArk Inc., Co-Founder of ReactForge Inc and Board Member at AR Medical Technologies while also serving on a number of senior leadership roles at not-for-profit and community organizations. An invaluable advisor by some and a leadership chiropractor to others, no matter how Ben is described, clients and partners regularly welcome the impact and benefits that result from their work together.

In 2000, Ben co-founded the North American Association of Asian Professionals-Toronto (NAAAP Toronto) and currently serves as President. With Ben’s leadership in the community and steadfast stewardship, NAAAP Toronto is recognized as one of the leading Chapters in the NAAAP network encompassing 30 cities. Ben was Co-founder & Chair of the NAAAP Presidents’ Council (2015-2019) at NAAAP National.

Ben has served as a member of the Chinese Advisory Cabinet at SickKids Foundation and AFP Foundation for Philanthropy (Canada). His prior experiences include being Co-founder and COO of Xystar Technologies, Co-founder of Global Connexxions and was awarded the 1998 Chinese Canadian Entrepreneurship Best Business Startup Award, served on advisory committee for Enterprise Toronto, City of Toronto Economic Development Office. As Co-founder of United Nations Trade Point Toronto, Ben was involved with the United Nations Conference on Trade & Development and played a critical role in fostering the efficiency of world trade with industry partnerships.

Learn more about the competition

2025 qualification criteria
  • Exhibit at SIAL Canada 2025 in the Startup Village – deadline April, 4th
  • Register to the Pitch Competition – deadline April, 11th
  • Offer a new food product, beverage, technology, or service related to the food industry
  • Be in operation for less than 6 years
  • Food industries: from $50,000 to $1,000,000 CAD in revenue
  • Technology and services companies: no revenue criteria required
Prizes to win

🏆 Startup CPG – Gold Prize

  • 25 consulting hours with Niagara College

  • Brand strategy session with Pigeon Brands

  • Exclusive 1-hour “Ask Me Anything” session with NielsenIQ experts

  • One NIQ Consumer Report

  • A fully equipped 100 sq. ft. booth at SIAL Montreal 2026

🥈 Startup CPG – Silver Prize

  • One-year access to MTOS – NielsenIQ

  • One NIQ Consumer Report

  • 15-minute “Ask Me Anything” session with NielsenIQ experts

  • A bare 100 sq. ft. booth at SIAL Montreal 2026

🥉 Startup CPG – Bronze Prize

  • Access to MTOS or one NIQ Consumer Report

  • A Startup Village spot (if eligible) or an equivalent discount on a 100 sq. ft. booth


🏆 Startup FoodTech – 1st Prize

  • 25 consulting hours with Niagara College

  • Exclusive 1-hour “Ask Me Anything” session with NielsenIQ experts

  • One NIQ Consumer Report

  • A fully equipped 100 sq. ft. booth at SIAL Montreal 2026

🥈 Startup FoodTech – 2nd Prize

  • Brand strategy session with Pigeon Brands

  • One-year access to MTOS – NielsenIQ

  • One NIQ Consumer Report

  • 15-minute “Ask Me Anything” session with NielsenIQ experts

  • A bare 100 sq. ft. booth at SIAL Montreal 2026

Partners of the 2025 Edition

Success Stories

The inspiring stories of the Pitch winners

Discover in detail the testimonials of the past Pitch Competition winners and how SIAL has been a unique adventure!

Press Release 2024

Press Release 2023

Press Release 2022

Contact us

Maëlle Rey-Maréchal
Marketing and Special Operations Manager
Nicolas Garo
Senior Advisor, Exhibition and Sponsorship