A spotlight on the best of our industry’s women: Interview with Andrea Benson
By Ellen Wheeler
“In Her Own Words” is a column that highlights outstanding female leaders and innovators in our natural health community.
Led by Ellen Wheeler, vice president of partnerships for Alive Publishing Group and associate publisher of CNHR, the column shines a light on industry women making a real impact.
In this issue, Ellen introduces you to Andrea Benson, country leader at Puresource, part of NOW Health Group, where she leads a team focused on delivering trusted natural wellness products across Canada. With nearly 30 years of experience in marketing, strategy, and organizational transformation, her career spans roles at the Canadian Federation of Independent Grocers, the Canadian Heart Research Centre, Maple Leaf Foods, High Liner Foods, and Export Packers.
Andrea is a passionate advocate for sustainability and mentorship in the wellness and food sectors. She lives in Ontario with her husband, James, their three sons—Tyler, Johnny, and Carter—and their dog, Charlie. Outside of work, she enjoys reading, skiing, and walking, and values time spent with family in nature.
ELLEN:You have been at Puresource for about a year now. Can you tell me some of the key things that you have learned about the organization during that time?
ANDREA: Puresource is a truly special company with deep roots in Canada’s natural products industry. I’ve learned that its strength lies in a service-oriented culture and an authentic commitment to wellness across every category from supplements and beauty to cleaning, food, and pet care. It’s one of the few national distributors with the unique advantage of vertical integration through our NOW manufacturing operations, which include blending, filling, encapsulation, and packaging capabilities. What stand out most is the calibre of the people. They’re passionate, knowledgeable, and grounded in purposes. Founded in 1989 to support small to mid-sized natural brands, Puresource continues to deliver on that promise today.
ELLEN: Can you share your first impressions of the company and its people?
ANDREA: From the start, I was struck by the authenticity and dedication of the team. There is a real sense of purpose in how people show up for the brands we represent and for one another. I was also impressed by the long-standing customers relationships, many built over decades, and by how much pride exists in doing business the right way. The company’s balance of entrepreneurial spirit and operational discipline is rare. My first impressions have truly lasted: Puresource is built on integrity and genuine passion for natural wellness.
ELLEN:You have a strong background in CPG. What drew you to the natural world and what are some of the key differences that you have noticed between the two industries?
ANDREA: What drew me to the natural space was the alignment of personal and professional values. After years in large CPG organizations, I wanted to work in an industry that puts health, sustainability, and purpose at the centre of business decisions. The natural industry operates with a different rhythm. It’s less about mass scale and more about authenticity, transparency, and long-term relationships. The collaboration between brands, retailers, and distributors feels more mission-driven than transactional. It’s refreshing to be part of a community that balances commercial success with genuine care for people and the planet.
ELLEN: You have a strong established team at Puresource, with some true industry rockstars. Was it challenging to integrate into your role with such a long-standing team?
ANDREA: Actually, it’s been the opposite; it’s been a joy. The team at Puresource brings tremendous experience, credibility, and heart to what they do, and that made my transition much smoother. There is so much strength already in place. I’ve learned a great deal from those who have been part of Puresource’s journey far longer than I have. Leadership is much easier when you’re surrounded by talented, collaborative people who care deeply about the business.
ELLEN: You have a very big job and a family. What are some of the things that you do to—I won’t say balance because I don’t think there’s such a thing—but manage both roles?
ANDREA: Balance is an ongoing process. For me, it’s about being intentional and present wherever I am. I try to focus fully on work when I’m working, and on family when I’m home. I’m also lucky to have a fantastic spouse and a strong support system, both professionally and personally. Some days lean more toward work, others toward family, and that’s all part of the balancing process.
ELLEN: What are some of the intricacies involved in running the Canadian arm of a US company?
ANDREA: Operating as the Canadian arm of a US company comes with both opportunities and complexities. The challenge is often ensuring that Canadian market nuances, consumer preferences, regulations, and retail dynamics are fully understood and represented. Fortunately, NOW Health Group is deeply respectful of local expertise and very collaborative. We work closely with our US colleagues to stay aligned strategically while maintaining the flexibility to meet Canadian market needs. It’s a partnership rooted in shared purpose and mutual respect.
ELLEN: I have seen a real shift recently with Puresource gaining a lot of momentum in the distribution space. Is that a strategic move on your part? Is there a sweet spot for the number of lines you are looking to add or is the plan to keep growing this?
ANDREA: The momentum that you’re seeing is definitely intentional, but it’s also a reflection of the incredible work this team has been doing for years. We are very focused on clarity of purpose, which is partnering with brands that truly align with our values and strengthen our portfolio. The sweet spot for us is having every line we carry add real value for our retailers and consumers.
ELLEN: Are there any verticals you’re looking to add to the Puresource catalogue?
ANDREA: We’re always exploring opportunities that extend our leadership in wellness and natural living. Categories that support holistic well-being, such as clean beauty, functional foods, and sustainable home care continue to show strong potential. We are also interested in innovations that bridge traditional wellness with modern lifestyles. Our approach is focused on long-term partnerships rather than short-term trends. Ultimately, any addition must reinforce our promise to deliver trusted natural products that make life healthier.