In Her Own Words: A spotlight on the best of our industry’s women
By Ellen Wheeler
Led by Ellen Wheeler, vice president of partnerships for Alive Publishing Group and publisher of CNHR, this column highlights outstanding female leaders and innovators in our natural health community.
In this issue, Ellen speaks with Kim LeBeau, vice president of LeBeau Excel Sales & Marketing. Kim is focused on retail head office engagement and process improvement. With over 28 years’ experience in the natural food and NHP industry, she has previously held senior management roles in administration and sales at Puresource Inc. and Fit Foods LTD.
ELLEN: For those unfamiliar, can you explain what services a broker provides in the natural health industry?
KIM: The term “broker” can be confusing because it is used in many industries, such as real estate and insurance. In our context, “sales agent” may be a clearer description of what we do.
We act as an outsourced sales department for small- to mid-sized companies. This provides national coverage without the client needing an in-house sales team, which helps them funnel their resources elsewhere. Because this is our area of expertise, we can leverage established relationships with retailers, territories, and head offices to help our clients get products placed on store shelves. We also support retail partners in the development of strong trade spend plans and long-term sales growth through strategic relationships.
ELLEN: How have the skills and experience you have gained in sales helped shape your career?
KIM: Working on the phone at a distributor allowed me to gain valuable experience. Vitally, it helped me build long-term relationships with more than 2,000 health food stores. This is a people business, so being able to call on the industry connections I’ve built over the years has been a major advantage throughout my career.
I also learned how to track KPIs, analyze data, and operate ERP and phone systems. That side of the business became a real passion for me, and mastering those tools was an important foundation for my success today.
ELLEN: You spent nine years at Puresource. What led you to make a change after all that time?
KIM: It was a natural progression. Over the nine years at Puresource, I gained broad business exposure and built a strong foundation in sales. I started with inside sales and moved to inside sales management, then field sales calling on stores, and eventually key accounts management, working with head offices. I also met my husband Matt LeBeau there.
I joined Fit Foods after leaving Puresource, where I spent the next decade. Eventually, it felt like the right moment to try something new. Matt had started LeBeau Excel Sales & Marketing a few years ago and it felt like the right time for me to join him and start a new chapter.
ELLEN: What are the challenges and benefits of working so closely with your spouse?
KIM: Our story began at work, so the overlap between business and personal life has always been part of our relationship. One challenge for me is disconnecting—for example, on vacation, I often need three or four days before I truly switch off, while my husband is much better at turning work mode on and off.
At the same time, there are real benefits. We can talk through ideas as they come up, which is helpful as business owners, even if it’s hard to draw clear lines between work and home. It’s all part of life, so we deal with things as they arise, rather than trying to strictly compartmentalize.
ELLEN: Speaking of work-life balance, how do you unplug from the business at the end of the day?
KIM: One of the best ways to reset is to physically remove myself from the day-to-day. We are fortunate to have a small cottage property, and being there helps me unwind almost immediately. Walking barefoot on the beach and grounding myself in that environment is one of the best ways I know to reduce stress.
I also have a huge passion for travel. When we attend tradeshows, we often add a few extra days to explore, experience the culture, and disconnect. We have a team we trust to keep things moving while we step away, which makes unplugging much easier.
ELLEN: What advice would you give to the next generation entering this industry?
KIM: When I think about the advice I was given—and what I found to be true—I would focus on three things:
Bring passion to what you do.
Take the time to master your craft and become a subject matter expert that others can turn to for solutions and advice.
Show up and keep your word.
This industry is incredibly welcoming, and I believe many young people will fall in love with the opportunity to make the world better. It is a very supportive and caring community—after all, not many tradeshows are filled with as many hugs as ours!
ELLEN: Is there anyone in the industry you would like to spotlight as a source of support or inspiration?
KIM: I’ve been fortunate to learn from many mentors, and each one has shaped me in a different way. Some taught me how to lead with confidence, others showed me the importance of humility, resilience, and staying true to my values. Along the way, I have also learned the power of listening, the importance of preparation, and the value of building genuine relationships grounded in trust and respect.
As a vice president, I can honestly say that the leader I am today is the result of those collective influences. One mentor may have taught me how to think strategically, another how to stay calm under pressure, and another how to lead people with empathy and integrity. I carry pieces of all of them with me. One of the greatest gifts of a long career is that I have the opportunity to keep learning and evolving, and now I can pay that forward to the next generation. For their roles in my career, I would like to thank my husband Matt LeBeau, Jennifer Walker, Norm Wingfield, and Louise McNally. There are many others—this industry has so many leaders it’s hard to pick just a few.