2025 Rising Stars: Noha Mourad of Taste Of Nature Food
Every year, Store Brands sets out to recognize the next generation of private label leaders, individuals who are not only excelling in their roles but also driving meaningful progress across the industry. The 2025 Rising Stars embody the innovation, energy, and strategic thinking that are essential to keeping store brands competitive, relevant, and compelling to today’s consumers.
This year’s honorees share a deep commitment to delivering value, quality, and fresh ideas to their companies and retail partners. Whether launching new product lines, strengthening brand identities, or collaborating across teams to improve execution, each of these professionals brings passion and purpose to their work.
The impact of these Rising Stars is already being felt across the private label landscape. Many have played pivotal roles in building more shopper-centric brands, streamlining supply chains, or identifying on-trend innovations that resonate at shelf. In an era where private brands are gaining ground, their efforts are helping to redefine what store brands can be.
As the private label industry continues to evolve, future success will depend on a new generation of leaders. Their drive, insights, and collaborative spirit are setting a new standard, one that ensures the future of store brands is bright, bold, and built to last.
Noha Mourad
Manager, R&D and Regulatory
Taste of Nature Food
Noha Mourad has been the driving force behind Taste of Nature Foods Inc.'s growth in the private label space. As manager of R&D and regulatory, Mourad has led the development of more than 50 private label products over the past four years, fueling a rise in business from nearly zero to $30 million and helping the company earn recognition as one of Canada’s Top Growing Companies in 2024.
Her impact spans innovation, leadership, and operational excellence. A standout in food science and product development, Mourad was the creator behind a PLMA 2024 Salute to Excellence Award-winning product, overcoming technical challenges with cross-functional collaboration and inventive problem-solving. Her strategic mindset was also on display when she reimagined a new product format using existing equipment, eliminating the need for costly capital investment.
Mourad works closely with operations, supply chain, and FSQA teams to troubleshoot production issues and resolve ingredient sourcing challenges. She plays a hands-on role in meetings with retail partners, where her ability to understand and deliver on nuanced product goals has earned widespread respect.
Beyond her technical expertise, Mourad is a standout cultural leader at Taste of Nature. She embodies the company’s values through her involvement in its engagement committee and by fostering a collaborative and empowering environment. Her peers describe her as authentic, empathetic, inspirational, and a mentor and motivator whose leadership style blends creativity with compassion.
