Michael Lines

Michael Lines brings 30+ years’ experience in the natural and traditional consumer-packaged-goods industries. His areas of expertise include CEO, Global go-to-market sales, Brand strategy, Operations, Customer Marketing, and Building amazing cultures and teams – his deepest passion.

Currently as Founder, Chairman & CEO of Wellness Natural Inc. owner of SimplyProtein – proudly BCorp Certified, Michael and his team lead all aspects of the SimplyProtein business across North America expanding to over 9,000 doors in the last 5 years including Walmart, Target, HEB, Meijer, Costco, BJ’s, and many more. SimplyProtein has deep purpose connected to the mission of improving youth food insecurity in the US and Canadian markets.

Previously, Michael was General Manager, Simply Good Foods Canada Inc. managing SimplyProtein and Atkins. During his time at Flow Water Inc., Michael worked alongside the founder to scale the business from 100 doors to 5,500 while negotiating the initial phase of the US expansion including distributor, broker, and retail contracts. Michael was Vice President, Sales & Marketing at Taste of Nature Foods Inc. where he led numerous branded and private label launches in the US, Europe, Asia, and Australia resulting in doubling the size of the company in 2 years. Additional experience includes executive roles at Cadbury, Canada Bread, Nabisco, and Loblaw Companies.

Michael is married with 2 boys and one foster child. He has a Bachelor of Commerce, Economics and Finance including an exchange at the London School of Economics.