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Michael Lines

President & Chief Executive Officer

Michael Lines brings 27 years’ experience in the natural and traditional consumer-packaged-goods industries. His areas of expertise include CEO, General Management, Global go-to-market sales, Brand strategy, Operations, Customer Marketing, and Building amazing cultures and teams (his true passion).

Currently as Founder, President & CEO of Wellness Natural Inc. (SimplyProtein), Michael and his team lead all aspects of the SimplyProtein business in both North America and select international markets. Previously, Michael was General Manager, Simply Good Foods Canada Inc. including Simply Protein and Atkins. During his time at Flow Water Inc., Michael worked alongside the founder to scale the Canadian business from 100 doors to 5,500 while negotiating the initial phase of the US expansion including distributor, broker, and retail contracts. Michael was Vice President, Sales & Marketing at Taste of Nature Foods Inc. where he led numerous branded and private label launches in the US, Europe, Asia, and Australia resulting in doubling the size of the company in 2 years. Additional experience includes Cadbury, Canada Bread, and Nabisco.

Michael sits on the Board of Directors of Plant-Based Foods of Canada while Chairing the Mentorship Committee. Michael also sits on the Food Health & Consumer Products Advisory committee

Michael received his Bachelor of Commerce, Economics and Finance at the University of Guelph including an exchange at the London School of Economics. He is married with 2 boys Adam and Carson.

Day 1 - Apr 16, 2023
2:15 PM

Fireside Chat: Cultivating Change - Strategies for Nudging Consumers to Embrace Plant-Based Foods

5:05 PM

Day One Wrap

Michael Lines Headshot

Don’t Miss Out.

Plant Forward has gathered one of the most concentrated groups of leading decision-makers in one room. With increased networking opportunities, Plant Forward will again be one of the best places to build relationships with key industry stakeholders.


General Admission

Access to all Plant Forward sessions in-person, including networking opportunities and breakout rooms. Seats are limited.

Important Registration Information:

  • Members of Protein Industries Canada, Pulse Canada, Plant-Based Foods of Canada and Canadian Pulse and Special Crops Trade Association receive an exclusive rate. Host member rate is applied at checkout.
  • Students and delegations can contact us to request applicable rates. Exclusive rates cannot be guaranteed.
  • Admission purchases are subject to applicable HST.
  • There will be no on-site registrations for Plant Forward. Attendees must be registered prior to coming on-site.
  • View the cancellation policy here
  • See who attended Plant Forward in 2022
April 16-18, 2024