Joel Gregoire serves as Associate Director - Food and Drink at Mintel, specializing in the Canadian food and drink industry. Joel has 20 years of experience working in market research, 16 of which have been focused on what matters to Canadians in terms of how they eat and drink. Before joining Mintel, Joel worked at OMD, Loblaw Companies Ltd, where he generated insights for the company’s private label brands, including President’s Choice, and The NPD Group, where he tracked consumer eating patterns and presented to top-tier clients. Joel is primarily responsible for Mintel’s Food and Drink content in Canada and has personally authored over 90 reports on various topics during his tenure. Joel also contributes to various publications. Despite Joel’s expertise in understanding what Canadians eat, he’s still struggling to figure out what to feed his kid.