Your Trusted Food Brokerage Partner
Where Food Innovation Meets Retail Activation
Your Trusted Food Brokerage Partner
Where Food Innovation Meets Retail Activation
About Fresh Link Foods
Beyond Brokerage: Driving Shelf-to-Sale Success
- Fresh Link Foods goes beyond the traditional food brokerage model. This isn’t just about getting products listed—it’s about creating lasting success for brands at every level of the retail experience.
- Throughout my career, I’ve worked across the U.S. and Canada helping companies succeed in grocery, produce, deli, bakery, floral, food service, and home meal replacement. I’ve developed strategies, launched products, led teams, and built promotional programs that drive real growth—and I’ve seen firsthand where many companies/ brands struggle once they get in the door.
What sets us apart?
Retail Strategy + Store Execution
Retail Strategy + Store Execution
Retail Strategy + Store Execution
We support head office relationships and ensure your product performs at store level. From shelf placement and pricing to in-store training and merchandising—we’ve got you covered.
We help bring your product to life in-store with support for activations, launches, and promotional rollouts.
Sales and Marketing Support
Retail Strategy + Store Execution
Retail Strategy + Store Execution
Industry Wisdom with Executional Grit We combine executive-level insights with on-the-ground support to turn strategy into shelf presence—and shelf presence into consumer connection.
From annual promotional calendars to data-driven strategies—we’re in it for the long haul, not just the listing.
Cross-Border Expansion
Retail Strategy + Store Execution
Cross-Border Expansion
Whether you’re a U.S. brand looking to grow in Canada or a Canadian brand ready to scale into the U.S., we’ll bridge the gap and accelerate your path. With over 30 years of retail and wholesale experience—15 of those in the Canadian market—I understand the nuances of both sides of the border.
THE FRESH LINK TEAM
Josh Saufl: Managing Director
Martin Lawrence: Director of Sales
Martin Lawrence: Director of Sales
With a strong foundation in retail, marketing, and operations, I bring a balanced and practical perspective to Fresh Link Foods. My experience working with several of Canada’s major retailers across both store operations and marketing has given me a deep understanding of how products succeed on the shelf and how customers make decisions
With a strong foundation in retail, marketing, and operations, I bring a balanced and practical perspective to Fresh Link Foods. My experience working with several of Canada’s major retailers across both store operations and marketing has given me a deep understanding of how products succeed on the shelf and how customers make decisions.
That hands-on background in merchandising, execution, and customer engagement guides how I lead our day-to-day operations with a results-focused, partner-first mindset. I approach challenges with clarity, collaboration, and a commitment to solutions that work in the business and in stores.
I graduated from Wilfrid Laurier University and later completed a second degree at Nipissing University, reflecting my dedication to continuous learning and disciplined problem-solving. I’m proud to support Fresh Link Foods’ mission to help great brands grow across Canada’s retail and food service markets.
- Josh Saufl
Managing Director, Fresh Link Foods
Martin Lawrence: Director of Sales
Martin Lawrence: Director of Sales
Martin Lawrence: Director of Sales
With over 25 years in retail, I’ve grown through senior roles in merchandising, operations, and procurement, leading national and multi-banner teams. I’m driven by the blend of people, strategy, and real-world execution that defines great retail.
I’ve built large-scale programs, strengthened vendor partnerships, and led business units wit
With over 25 years in retail, I’ve grown through senior roles in merchandising, operations, and procurement, leading national and multi-banner teams. I’m driven by the blend of people, strategy, and real-world execution that defines great retail.
I’ve built large-scale programs, strengthened vendor partnerships, and led business units with full P&L accountability—always with a focus on sustainable growth. Above all, developing people and guiding teams through change has been the most rewarding part of my career.
My leadership style is pragmatic, collaborative, and grounded in understanding challenges so decisions are thoughtful, decisive, and customer-focused. I’m committed to strong partnerships, clear communication, and delivering solutions that work both in the business and in the stores.
- Martin Lawrence
Director of Sales, Fresh Link Foods
Jim Saufl: Founder
Martin Lawrence: Director of Sales
Jim Saufl: Founder
With over 30 years of leadership in the supermarket and fresh food industry, I’ve worked with top retailers across Canada and the U.S., launching innovative products, leading high-performance teams, and building national programs across grocery, deli, bakery, produce, floral, and food service. My career has been rooted in driving growth,
With over 30 years of leadership in the supermarket and fresh food industry, I’ve worked with top retailers across Canada and the U.S., launching innovative products, leading high-performance teams, and building national programs across grocery, deli, bakery, produce, floral, and food service. My career has been rooted in driving growth, elevating fresh experiences, and helping brands connect with the customers who matter most.
After serving as Vice President of Fresh at (Loblaw Canada’s largest food retailer) I’m proud to launch Fresh Link Foods: a next-generation food brokerage and marketing company committed to helping manufacturers accelerate their presence in Canada’s major retail and food service markets. Our goal is simple: to bring great brands to Canadian consumers and build long-term success for our partners.
– Jim Saufl
Founder, Fresh Link Foods