THE OFFICIAL
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A RATING
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Elie Cohen
Meet Elie Cohen, the driving force behind the remarkable success story of Bassé Nuts Inc. Although his official title is executive vice president of sales and marketing, Elie serves as the head of Basse nuts, steering the company to new heights with his innovative strategies and leadership.
With over 20 years of senior management experience, Elie is an accomplished commercial leader known for his ability to develop and execute strategies that drive significant growth and optimize service. His expertise lies in leading organizational transformations, aligning operations with corporate objectives, and building high-performing teams.
Under Elie’s leadership, Bassé Nuts Inc. has seen phenomenal growth, a testament to his ability to cultivate a dedicated and efficient team, implement continuous improvements, and embrace emerging technologies. But, as Elie shares, “the company’s success wouldn’t be possible without his team’s exceptional performance and commitment to his vision.”
In this exclusive Q&A session, Elie shares insights into his leadership philosophy, strategies for growth, and the challenges he has faced along the way.
Elie, can you tell us a little about your background?
I am of Jewish Lebanese descent. My family moved to Brazil when I was six, which is where I grew up. Growing up as the ninth of ten siblings in a very community-oriented family, I learned the importance of giving back to society from a young age, from my parents . Today, my siblings live all over the world—in Mexico, the U.S., Brazil, and Monaco—and we all continue to be involved in our communities, as do my four children.
I’ve been in Canada since 2001. My wife, a Canadian, moved to Brazil when we got married in 1995, and we had two kids there. Seeking better opportunities for them, we decided to move to Canada, where we had two more children. My early career was always intertwined with our family business in textiles and clothing in Brazil, started by my father and older siblings.
When we moved to Canada, I had to carve out my career independently. I spent a couple of years working at my in-law’s company before starting my own business. Initially, I worked in manufacturing plastics, focusing on houseware products, but I lacked the same passion as I had for my previous work in the fashion industry. We spun off the company in 2008, and I began exploring new opportunities.
Brazil is rich in natural resources, so I looked for something we could develop in North America. In early 2009, I was introduced to Bassé Nuts. I started with Bassé as a salesperson and broker. By 2013, I became a partner, and in 2018, my business partner, Maurice, and I have since then taken over the business, succeeding the founding family with the utmost respect for their legacy. At that time, Bassé was a small, reputable brand in Montreal and Quebec with sales just under $10 million. Since then, we’ve increased revenues by 600%, exporting to 26 countries. In the U.S., you can find our products in stores like Walgreens and Costco, and many other national retailers under both the Bassé brand and Nutsterz.
What makes Bassé Nuts unique?
Bassé is unique in the industry in that we offer a very broad variety of offerings, in terms of ingredients and the innovative flavours and combinations we present. Around 2015, we noticed that younger generations and health-conscious consumers were seeking healthier and more enjoyable snack options. So, we began focusing on trail mixes, combining nuts with dried fruits and seeds rich in protein, Omega-3, and other nutrients, all without preservatives, additives, or artificial colors. This approach made us the go-to brand for trail mixes. We aim to anticipate consumer needs and make our products both accessible and enjoyable.
Our philosophy is another key point of differentiation. At Bassé, we constantly ask ourselves why we exist, and it’s not just to produce great products. Our WHY is built on three fundamental beliefs: people, kindness/integrity, and sustainability. We believe in showing kindness at every opportunity,
demonstrating integrity through our actions, and committing to sustainability. This holistic approach ensures that we take care of the earth that provides all our resources.
You’ve led Bassé Nuts to 600% annual sales growth and expansion to 26 countries while simultaneously improving employee satisfaction and customer service. What is the secret to your leadership approach?
The real credit goes to our team. I may drive the bus, but the success of Bassé Nuts is a testament to the power of having the right people in the right positions. I believe in giving my team autonomy, authority, and opportunities. They deserve recognition more than I do.
My leadership philosophy revolves around making the world a better place by giving back and supporting each other and our communities. These are values I’ve tried to instill in my children as well. My son recently joined the company, bringing his experience from high-tech companies to lead our e-
commerce and digital platforms projects. My wife, Carole, a successful entrepreneur in her own right, has been my rock, raising our four children while running her own business. Her support has been invaluable in enabling me to focus on growing Bassé Nuts over the past 10 years.
Lastly, Elie, what do you enjoy most about your work?
When I joined Bassé, we had 30 employees; now, we have 145. This growth means we are positively impacting the lives of nearly 1,000 people. Our team is happy to work here, and their satisfaction is important to me. Ultimately, our success is a combination of family and business, rooted in a strong
foundation of mutual support, respect, and shared values.
Elie Cohen
Executive Vice President Sales and Marketing
Bassé Nuts Inc.
Website: https://bassenuts.com