YoFiit: Focused on advancing the sector while benefiting Canadian health

Marie Amazan launched YoFiit with a dedication to improving the health and nutrition of Canadians, while also ensuring a healthy environment for future generations. Her background gives her a solid footing for helping accomplish both; as a vegan for 16 years and with an education in agricultural engineering, she approaches food production from the point of view of both a consumer and an industry scientist.

“I am an advocate of moving our food and agricultural systems forward the right way,” Amazan said. “I believe we are facing two major problems that need to be solved simultaneously. One is about creating a more balanced agricultural system with enough plant-based protein sources to feed our growing population. The second is about providing a balanced nutrition to fight the malnutrition crisis in the developed world, exacerbated by the overconsumption of sugar, processed and empty foods.”

This desire to help move the food system forward prompted Amazan to conceptualize YoFiit approximately 10 years ago. This led to the launch of the company’s flagship product, a plant-based milk alternative, in 2018.

YoFiit has seen significant success since then. The company now boasts products in the areas of both milk alternatives and nutritionally dense sugar-free snacks, including bars and granola. All are made from as many Canadian-grown and processed ingredients as possible, such as peas and flax.

“It is our ambition to expand our technology beyond these verticals and to apply it to different categories of plant-based products,” Amazan said. “My goal is to continue to push the boundaries of what is possible when technology is applied to the development of nutritious plant-based products. I believe we have the right technology to build more capabilities in a range of different sectors and I am excited about this prospect.”

It's important to Amazan that this expansion not occur at the detriment of environmental sustainability, however. She explained that her agricultural engineering background gave her a first-hand look at how the agriculture and agrifood industries can affect the environment, and she’s determined the ensure her own business benefit it as opposed to negatively impact it.

This includes looking at a diverse range of ingredient sources.

“I would like to see the sector think more holistically about the future of our food system,” she said. “It is also important to focus on biodiversity while we are developing new solutions. I would like to see the continued development and adoption of protein from different sources: legumes, algae, fungi for example.”

Amazan believes this diversification and sustainability focus can occur while still prioritizing Canadians’ health and nutrition. She credited this in part to the new technology being developed across the country, which can help food processors and manufacturers develop products that are nutritious and low in sugar.

“I don’t believe that a future where plant-based products just emulate the most unhealthy versions of animal products without much nutritional value is the way to go. We have this unique opportunity to overhaul the entire food system and I would like to see us take advantage of that.”