Healthy ambitions: Steven Golden’s expanding vision for L’Amie de la santé
By Bruce W. Cole
After a lengthy career in leading and managing long-term care and retirement residences in Ontario, Steven Golden made his initial venture into the natural health retailing industry in 2022, when he purchased L’Amie de la santé in Hawkesbury, Ontario.
His experience with the first store was so positive that he launched a second health food store in November 2024, and has plans for more.
The newest L’Amie de la santé is located in Embrun, Ontario—a community of roughly 9,000 residents—a 30-minute drive southeast of Ottawa and less than an hour from the Hawkesbury location.
Strategic expansion
Steven said one of the prime reasons to open the second store was to grow his purchase volume, to put him in a better position to offer his customers better pricing. And in Embrun, he says, he found a community that will support a health food store.
“Opening a second health food store in Embrun was a strategic move, considering the growing population, proximity to Ottawa, and the rise of a health-conscious population post pandemic.”
Embrun, he says, has seen steady population growth in recent years. “It is a rapidly expanding community with a mix of families, young professionals, and retirees. These diverse groups have been seeking healthier lifestyle options, and this was identified in the municipality’s economic development plan.”
Limited competition
“Embrun benefits from its location near Ottawa. As Ottawa’s urban sprawl extends to nearby rural areas, including Embrun, the community increasingly adopts urban trends such as health-conscious eating. People living in or commuting to Ottawa and going to similar health food stores have been asking to have such services closer to home.”
While there is another small rural health food store on the outskirts of town, says Steven, there was room for growth to meet the needs of the population. “Our store is offering a unique selection—the Health First brand—which helps me distinguish myself from the competition.”
Trend to health
There is a growing trend toward healthy eating and lifestyle choices across Canada, says Steven, and this is reflected in small towns and expanding communities like Embrun. “People are more interested in eating organic, non-GMO, gluten-free, and plant-based foods.” Opening the second store in Embrun serves at fulfilling a need for these products.
Steven explains that Embrun is a community that supports local agriculture, sustainable living, and ethical consumerism. “A health food store that emphasizes local, organic, and ethically sourced products resonates well with Embrun residents, many of whom already shop at local farmers’ markets or support sustainable businesses. There is a strong sense of community, and many people in the area prioritize a healthy lifestyle. There are various recreational opportunities, such as outdoor activities (e.g., hiking, cycling, and skiing), which encourage health-conscious living. This aligns with the customer base that a health food store would cater to.”
Community engagement and demand
“Since opening day, the residents have been saying that they are more supportive of a local, family-run business instead of going to Ottawa or buying online and supporting bigger corporations. Being local and family oriented helps me invest more into my community through events, education, and local partnerships compared to other bigger companies who will not reinvest in the communities they serve.”
Steven believes the COVID-19 pandemic has heightened awareness around wellness, immunity-boosting foods, and natural products. “Many individuals who embraced healthier lifestyles during the pandemic are continuing to prioritize their health and are seeking stores that align with their values and dietary needs.”
Making it happen
Steven explains the steps he took to make the new store a reality. “As I live 15 minutes away from Embrun, I have been scouting a location for the past 12 months and nothing was available. When I found this location, I was just about to leave for Europe for two weeks. I looked at the space and signed the lease while I was on vacation. I was also doing my interviews on the cruise ship, as I had given myself six weeks to turn things around and get the store open before the holiday season.”
In the beginning, Steven would be available in-store five days a week to get everything up and running according to his specifications, and the plan was to do that for the first four to six months.
“The entire world is looking for people to work [their] store.” Steven had a unique recruiting strategy: “I had asked the Universe to send me qualified staff and it did listen! Chantelle Burgess, my full-time employee, worked for Fiddleheads (in Kitchener, Ontario) as a store manager before moving to the area approximately one year ago. She was very versed in running a health food store and more importantly, knew the Health First brand. My other employees completed certifications in health, fitness, and nutrition. My job postings were advertised on Indeed and our Facebook page.”
Blueprint for growth
Currently, the store measures 1,200 sq. ft., but Steven says there is the potential to double and even triple its size. “There are plans to have a health hub clinic and holistic services available to clients.”
The current product distribution in the new store:
grocery: 40 percent
supplements: 25 percent
health and beauty: 25 percent
gift shop: 10 percent
The dust has barely settled from the new store opening, but already, Steve has his eye cast on what lies ahead. “I am exploring acquiring other existing stores from owners looking to retire in the next 12 to 24 months through partnership or sole ownership to continue to grow, improve my competitive positioning, and expand into new markets. I am also exploring opening two brand new stores in underserved communities.”