A spotlight on the best of our industry’s women: Interview with Deb larocque
By Ellen Wheeler
CNHR is pleased to present “In Her Own Words,” a column that introduces you to outstanding female leaders and innovators in our natural health community each issue.
The column is led by Ellen Wheeler, vice president of partnerships for Alive Publishing Group and associate publisher of CNHR. In this column, Ellen introduces you to Deb Larocque, national sales manager at Assured Natural Distribution with 26 years in sales and marketing.
Known for leading with a people-first approach and a strong focus on customer needs, Deb is also a passionate advocate for social change and has spent over 12 years on the Violence Prevention Grants Committee with the Canadian Women’s Foundation, supporting efforts to end violence against women across Canada.
ELLEN: Deb—like me—you have been in this industry for a long time. Can you share what brought you to the natural health industry? Where did you start?
DEB: Back in 2006, I was working in surgical instrument sales. I loved being around advanced medical technology, but the industry was very intense. Looking for a change, I happened upon the natural health field. Eighteen years later, I couldn’t be happier with that decision.
ELLEN: What are some of the biggest changes you have seen through the years?
DEB: Holistic wellness and alternative medicine have now completely integrated with mainstream shopping, and access to a multitude of options has never been easier. When I first started in the industry, there were only a handful of supplement brands to choose from, now there are hundreds.
Social media has completely changed how people discover and share information, and the shift is in favour of organic, sustainable, and healthy products. While this overall growth is a win, it has created real challenges for the small, independently owned natural health stores that have pioneered the industry.
On top of that, the ongoing breakdown in communication between Health Canada and the industry is adding more uncertainty to the mix. Still, there’s a silver lining: a new generation of passionate entrepreneurs are stepping in with fresh, innovative products that are bringing new energy and excitement to market.
ELLEN: How has your style of leadership evolved in the past several years?
DEB: I consider myself fortunate to have encountered a few ineffective managers early in my career. While challenging at the time, those experiences taught me exactly what kind of leader I didn’t want to become.
In the beginning, I tried to emulate the traditional, old-school authoritarian leadership style but it didn’t fit with me. Times have changed and so has the way we do business. That approach simply doesn’t work in 2025.
I came to realize that the leaders who truly inspired me were those who placed their trust in me, gave me the freedom to make decisions, treated me with genuine respect, and empowered me to make an impact. That’s the kind of leader I aim to be today. One thing is clear when it comes to retaining great people: when employees feel supported, valued, and motivated, they help drive the business forward.
ELLEN: What are your hobbies outside of work?
DEB: In the summer, I enjoy spending time floating down the Ottawa and Rideau Rivers, fishing for bass, and soaking in the beauty of the waterways. During the winter months, I often find myself at the kitchen table working on jigsaw puzzles, delving into genealogy, and listening to music with my family, friends, and our two rescue pups.
ELLEN: What fills your bucket?
DEB: Family, friends, and nature always ground me. Top it off with delicious food, a good laugh, meaningful learning, and a sense of purpose.
What really fills my bucket professionally is knowing that I’ve made a difference, especially when a teammate tells me that they love their job because of the positive, supportive culture we’ve created.
ELLEN: You have worked extensively with the Canadian Women’s Foundation, can you share how this has impacted you personally and professionally?
DEB: The mandate of this amazing foundation is to move women and girls out of violence and poverty into confidence and leadership. My role is to review and evaluate proposals from organizations across the country seeking funding for grassroots programs that support survivors of violence in rebuilding their lives.
This work has truly opened my eyes to the depth of need in our communities. It’s heart breaking. With our shelters over capacity and struggling to keep the lights on, it’s clear that one of the most important investments we can make is in gender equality and teaching our youth what healthy relationships look like and how to build them. It’s been incredibly inspiring to witness the impactful work these folks do every day. It has made me more thoughtful, more compassionate, and ultimately, kinder.
ELLEN: I believe that you have had the benefit of some great mentors in the industry. Could you name some of those people and share how they have supported you?
DEB: My early mentors in the industry were Deane and Brenda Parkes, co-founders of Preferred Nutrition. Brenda recognized my potential, coached me, and shared insight into her gift of effective communication.
Deane, an industry pioneer, knows everyone and is genuinely interested in both them and their businesses—that’s his magic. People’s faces light up the moment they see him. That’s true connection. Without ego, he would gently push me forward, encouraging me to grow.
Bruce Cole, founder of CNHR, has been another important mentor. Bruce has such a way of making people feel instantly comfortable. Through his storytelling and witnessing his interactions, he has taught me the importance of humility, active listening, putting others first, and asking thoughtful questions.
Of course, there are many more, and I’m incredibly fortunate to be surrounded by such amazing mentors and influencers who support me every day, and I couldn’t be more grateful for it!