• Read it out loud

  If an ingredient list needs a chemistry degree to parse, it does not make the catalogue.

• Nothing artificial

  No artificial colours, flavours or sweeteners. Not negotiable, at any margin.

• Canadian makers first

  Domestic producers get the first look at every open slot on the shelf.

• Allergens up front

  Every allergen is declared on the listing before a buyer commits to a case.

The full standards — sourcing, testing, labelling and how we handle a product that stops meeting them — are still being written.