Leila's
latest trip
My most recent trip was to Canada, which has become a very promising new sourcing market for us this year.
Where did you go on your most recent trip, and what was the purpose of your visit?
My most recent trip was to Canada, which has become a very promising new sourcing market for us this year. We began working with Canadian meat processors for the first time, sourcing poultry for our customers in Africa and pork for our markets in Asia.
After purchasing a few containers, I felt it was time to visit Canada and finally meet the people I had been working with in person.
While I was there, I also visited a few other meat processors to explore potential partnerships. It was a valuable trip that helped strengthen existing relationships and uncover new opportunities.
What was the best or most memorable moment of this trip?
Definitely the visits to the production sites. Dressed from head to toe in coats, boots, hairnets and all the necessary hygiene and protective gear, I got a behind-the-scenes look at our industry. I saw exactly where our products come from.
Seeing how everything is processed, handled and packed gives you a much deeper understanding of what we do.
It gives you a different perspective on the products, the people, the machines and the entire process. Everything suddenly feels much more tangible.
Once you’ve seen the journey a product takes, a container is no longer just a container. You know the story behind it.
If you were to recommend this destination to a new colleague, what would you say they absolutely must see, do or eat while they’re there?
I’d definitely recommend seeing as much of the country as possible outside your business meetings. While I was in Ontario, Niagara Falls was an absolute highlight. Seeing the falls in person is very different from seeing them in photos. Afterwards, I drove through Québec, where I discovered a completely different side of Canada and passed through Indigenous communities along the way.
And then, of course, there’s the food! No trip to Canada is complete without pancakes with plenty of maple syrup. For my next trip, everyone I met at the meat processing companies recommended taking a road trip through Western Canada.
According to them, the mountains and scenery there are on another level. That’s definitely something I’d love to experience next time.
I think that’s what makes a business trip like this so enjoyable: the meetings are the reason you go, but the people, places and experiences along the way make the trip unforgettable.
What was one of the biggest cultural differences compared to the Netherlands?
One of the biggest cultural differences I noticed actually felt like reverse culture shock! Canadians really do live up to the stereotype: they’re warm, welcoming and relaxed, and take plenty of time to chat before getting down to business. Even when there’s a problem to solve, their approach remains positive and relaxed. Somehow, everything can be discussed with a smile and a “no worries” attitude.
With my French-Tunisian background, that felt surprisingly familiar. After getting used to the Dutch “let’s get straight to the point” approach, being in Canada almost felt like switching back to my original settings!
What did you learn or take away from this business trip?
I honestly learned much more about the Canadian pork industry than I had expected. I initially went to Canada with poultry in mind, but quickly realised that pork offered far more opportunities from a production perspective.
What I really appreciated was how open the people at the meat processing companies were and how willing they were to share their knowledge.
They know I’m still a relatively young trader and seemed to truly enjoy taking the time to explain their industry to me. They’re proud of what they produce, and I think they appreciated my interest in their work.
They walked me through the entire process, from A to Z: from livestock farming, breeding and animal nutrition to slaughter, cutting, packaging and logistics.
They even explained how each cut of meat is used by the end customer, down to possible recipes and cooking methods. I found that level of detail impressive. It showed how carefully they think about the product, from the farm to the plate.
I listened closely and filled pages with notes!
It gave me a much broader understanding of the product and everything involved in getting it from the farm to the customer. You can learn a lot from market reports and spreadsheets, but nothing beats a conversation with people who live and breathe the industry every day.