What happens when an advertising creative director becomes obsessed with building the perfect pickle? On this episode, I sit down with Chris Hobson, Founder & CEO of Hobbs Pickles, to explore how a simple idea—bringing authentic New York-style pickles to Vancouver—turned into one of Canada’s most exciting emerging food brand stories. From a popular tasting bar at Granville Island to national retail expansion, this is a story about craft, brand architecture, and building a cult following with your first 1,000 customers — one crunchy bite at a time.
In this episode of The FEED powered by Loblaw, recorded live at Granville Island in Vancouver, host Michael LeBlanc sits down with Chris Hobson, Founder of Hobbs Pickles, to explore how a creative professional transformed a personal obsession into one of Canada’s most distinctive emerging food brands.
Chris didn’t set out to disrupt the pickle category—but after years in advertising and a deep passion for flavour, he saw a clear gap in the market. After moving to Vancouver, Hobson noticed the absence of high-quality, authentic deli-style pickles and decided to build something entirely new. What began as a concept—complete with branding boards, experiential retail design, and a “pickle tasting bar”—quickly evolved into a cult-favourite destination at Granville Island.
At the heart of Hobbs Pickles is a commitment to craft and storytelling. Working with traditional pickle-making families in New York, Hobson developed a product that delivers a classic East Coast flavour profile with a modern West Coast brand aesthetic. The result is a premium, clean-label product that stands apart in a legacy category dominated by heritage brands.
The conversation dives deep into how he built his brand from the ground up, leveraging experiential retail, word-of-mouth marketing, and a relentless focus on product quality. Hobson shares how Granville Island became his “ultimate focus group,” helping refine everything from flavour profiles to naming conventions—like the now-iconic “Big Dill.”
As the brand scaled beyond its physical roots, Hobson discusses the challenges of translating that in-person energy to grocery shelves across Canada. From packaging design to strategic retail placement and storytelling, he explains how Hobbs Pickles competes in a crowded aisle by simplifying its message and staying laser-focused on one thing: doing pickles exceptionally well.
The episode also explores broader industry dynamics, including disruption in the pickle category, the rise of Canadian brands, and evolving consumer interest in artisanal, flavour-forward foods. Hobbs reflects on working with major retailers like Loblaw, the importance of education at shelf, and the role of innovation—such as snackable pickle pouches—in driving trial and growth.
For food entrepreneurs, Hobson offers clear, actionable advice: tell your story authentically, stay focused, and build a brand with your first true fans who connect with it emotionally.