In this powerful episode of The Heart of Food & Beverage, we sit down with Cathline James, founder of Wise Bites, to talk about longevity, reinvention, and grit in the natural food industry. From her early days in real estate and farming, to launching allergen-free baked goods and now introducing Canada’s first functional food cracker, Cathline’s journey is nothing short of inspiring. She shares the lessons of shifting from fresh bakery to shelf-stable, navigating costly pivots like an early U.S. expansion, and staying resilient through industry curveballs like tariffs and rising distribution fees. Cathline also opens up about her deep roots in agriculture, her motivation after losing her mother to cancer, and how a lifelong passion for healthy food drives every business decision she makes.
