OAKVILLE, Ont. — Innovative Food Brands (IFB), which owns and operates the Chopped Leaf franchise, is taking significant steps to refine its business focus and drive future growth by concentrating on core and emerging opportunities.
In 2024, IFB celebrated the 15th anniversary of Chopped Leaf with a comprehensive brand refresh. This revitalization included updates to interior design, logo, marketing, packaging, uniforms, and signage. “We did this while staying true to our roots and maintaining the essence that makes Chopped Leaf unique and beloved by Canadians,” says Nick Veloce, president and COO, IFB. “This refresh not only enhances our brand identity but also reinforces Chopped Leaf as a rewarding franchise opportunity for our franchise operators.”
As part of its refined business strategy, IFB sold its Teriyaki Experience business in January 2025. “This was not an easy decision, but we believe the brand will continue to grow and reach new heights under its new ownership,” says Veloce. “This move allows us to focus our resources on expanding Chopped Leaf and exploring new business opportunities.”
Additionally, IFB is piloting a new coffee business called Ecobean Café, with two locations at McMaster University. “Students today are looking for high-quality, ethically sourced coffee,” says Veloce. “This initiative aligns perfectly with our overall focus on health and wellness. Studies show that coffee has numerous health benefits and also plays a vital role in social wellness, serving as a key connection point for many young people.”
