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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 2 - Nov 02, 2022
9:00 AM

Panel: Plant-Based Perspectives of North American Retailers

Michael Lines Headshot

Don’t Miss Out.

Over the course of two days, Plant Forward will demonstrate the strength and integrity of Canada’s integrated supply chain, highlight sustainability initiatives and the latest innovations happening in Canadian crops and ingredients, and provide insights from trailblazing companies who have chosen Canada as their preferred place to invest in plant-based innovation.

Registration is now closed.


Access to all Plant Forward in-person sessions including networking opportunities.

Regular: $1050


Virtual access to event sessions, includes virtual access to all Plant Forward speaker sessions. Q&A and networking opportunities are unavailable for virtual pass.

Online only: $850

Important Registration Information:

  • Registration closes October 28
  • Early bird registration rates are available April 1 – July 31
  • Plant Forward will follow the government-mandated COVID-19 regulations in place at the time of the event
  • 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’s attending Plant Forward!