Build stronger retail execution.

Helping emerging CPG brands build the strategy, structure, and support behind stronger retail performance.

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Strong retail execution is built on the right foundation.

STRATEGY

Helping you identify where to focus, what to prioritize, and how to make informed retail decisions.

STRUCTURE

Creating the systems, tools, and processes that enable consistent execution across stores and teams.

SUPPORT

Providing flexible, practical support and guidance to help turn strategy into consistent execution.

LEARN HOW I HELP

Built from real retail experience.

Hi, I’m Lindsay!

I’ve spent my career working across retail, merchandising, field execution, and CPG sales — from working directly in stores to leading field teams and supporting growing brands across Canada.

Through Natural Flow Co., I bring that experience to help founders and small teams navigate the realities of retail, make informed decisions, and build the structure their teams need to execute well.

My approach is practical, collaborative, and grounded in what actually happens in stores — helping brands understand not just what to do, but how to do it well.

GET TO KNOW ME

BC Food & Beverage Peer Group
Sharing retail execution insights with BCFB members.

Who I’ve Supported

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  • "I first worked with Lindsay at SmartSweets, where she was already a total rockstar. Now that she’s branched out on her own with Natural Flow Co. she’s absolutely killing it. As our field consultant, she nutures strong relationships in-store to ensure Dabble is always well represented and secures the best possible placement. Beyond the day-to-day, she goes above and beyond with insightful case studies, helping us understand what’s working (and what’s not) to keep improving our strategy. Lindsay has a rare ability to combine relationship-building with sharp, data-driven thinking. I’d highly recommend her to any emerging or growing CPG brand looking to level up their retail presence."

    Amber McAvoy
    Eat Dabble Foods
    VP Operations

  • “Working with Lindsay has been a game changer for us… She brought clarity, structure, and a calm voice through it all. She’s incredibly organized and focused on practical processes that actually make the path forward clearer. More than that, she genuinely cares... I honestly can’t recommend her enough.”   

    Milton Tonial
    Not Bad Snacks
    Co-Founder

  • "Lindsay is onto something special with how she is supporting brands. She really get’s it - and understands that at early growth stages, flexibility is key. The notable service recently is her program to support hiring and training of field sales support to ensure they’re set up for success. Takes the load off the founders and helps their new hires hit the ground running."

    Koreann Webster
    RoadMap CPG
    Co-Founder

  • "If you are a CPG founder looking for insights and support to build the right sales strategy, working with Lindsay is a no-brainer… She brought tremendous value to our business… Every piece of advice helped us avoid costly mistakes and likely saved months of learning… What stood out most is how invested she is in the success of the brands she supports… I highly recommend Lindsay — one of the best investments you can make for your business."

    Arielle Nishimirwe
    ejó
    Founder