From Prairie Roots to Pantry Staples: How Natasha Vandenhurk is Redefining Snack Innovation and Leadership
When Natasha Vandenhurk co-founded Three Farmers Foods in her early twenties, she wasn’t launching a solo venture, she was joining a family mission. The idea began with her father and two neighbouring farmers, who wanted to add value to the crops they were already growing in Saskatchewan. Natasha and her sister, Elysia Vandenhurk, brought the skills to make it real.
“It really started with five of us – my dad, two farmers he knew, my sister, and me. We called it Three Farmers Foods in honour of those founding growers, but it was our shared vision that brought it to life.”
That vision became Three Farmers Foods: a fast-growing Canadian brand that’s redefining what snack food can be. And Natasha, now the company’s CEO, is guiding it through one of its most exciting chapters yet.
The Founding Five: From a Curling Rink to a National Brand
The spark behind Three Farmers Foods came from a conversation at a curling rink, where Natasha’s father
and his fellow farmers began talking about how to move 
beyond simply growing crops and toward building something that could make a lasting impact.
But they needed support to make it real. That’s where Natasha and her sister came in.
“Elysia handles innovation and marketing, she’s incredibly creative. I focus on business strategy, finance, funding, and operations. Together, we brought a whole new skill set to the table.”
Their first product was Camelina oil, a unique, cold-pressed oil grown in Saskatchewan. But their breakthrough came with a pivot to pulse-based snacks: dry-roasted chickpeas, lentils, and fava beans that offered clean labels, high protein, and sustainability consumers could taste and trust.
Growing Through Grit: From Small Batch to Global Ambitions
Natasha credits much of the company’s growth to relentless innovation, and a deep respect for the land that raised them.
“We have a saying at Three Farmers Foods: all grit, no quit. That’s how we grew up.”
It’s that mindset that helped Natasha lead the company through some of its toughest challenges. During COVID-19, demand for healthy, on-the-go snacks plummeted. For two years, they pushed through.
“We tried to find the good lessons. We strengthened the company in the areas we knew we’d need, so that when growth returned, we were ready to catch it.”
Today, Three Farmers Foods has over 65 employees and recently brought all manufacturing in-house. A strategic move that boosted quality, cash flow, and speed of innovation. They’re now launching a new high-protein snack mix that blends their signature pulses with more familiar ingredients to reach an even broader audience.
“We’re not just making snacks, we’re building a category. And we’re doing it in a way that keeps our farmer values front and centre.”
Why Natasha Joined TEC Canada
As Three Farmers Foods expanded into manufacturing, Natasha recognized she needed a support system not just to grow the business, but to grow as a leader.
“Owning our own facility felt like starting a whole new company. I needed perspective. I needed a group that could help me think bigger, and TEC offered that.”
Through her TEC Canada peer group, Natasha found what she calls “a reality check and a sense of belonging.”
“Even though no one in my group is in food manufacturing, our challenges cross industry lines. The TEC format, presenting issues, asking clarifying questions, finding your own answers, is incredibly powerful.”
She also highlights the impact of her TEC Chair, Daryl Bitz, in helping her navigate complex negotiations and leadership scenarios. “Daryl brings a totally different perspective than me – different background, different generation, and he’s direct. That kind of honest feedback has been essential.”
Learning That Lasts: Bringing TEC Insights Back to the Team
Natasha’s TEC membership hasn’t just supported her it’s had ripple effects throughout her company. After attending a TEC speaker session led by “Cujo,” a former fighter pilot and teamwork coach, she enrolled her entire leadership team in a 12-week program.
“It completely changed how we collaborate. We’re more aligned, more efficient, and better at tackling big projects together. That’s a direct result of what TEC exposed us to.”
She also values how TEC addresses the personal side of leadership.
“One session focused on well-being and energy management, simple, actionable things I hadn’t thought about before. TEC doesn’t just grow your business. It grows you.”
Redefining What Success Means
Today, Three Farmers Foods is on track to double in size in the next 18 months, with global expansion on the horizon and a major rebrand launching in January. But Natasha’s definition of success has evolved.
“At the end of the day, I just hope I’m a better person. I could make sure my shareholders are happy and get that exit, but if my personal life is in shambles, that’s not success to me.”
With three children, a business that touches every part of her life, and a strong sense of purpose, Natasha is building a company, and a future, that reflects her values.
“The business doesn’t turn off. It’s always with me. But that’s the life we chose. And I wouldn’t trade it.”
Her Advice to Entrepreneurs
“Surround yourself with honest people. Get as many perspectives as you can. And never assume you know enough. Business is like poker, you’re playing the odds. The more information you gather, the better you play.”
It’s a mindset that’s served Natasha well, and one she continues to share through her leadership, her company, and her TEC Canada journey.
Rooted in family farms across the Prairies, Three Farmers Foods is guided by farmers who believe everyone deserves wholesome food, and the story behind it. They prioritize sustainable growing and transparent sourcing to bring nutrient-dense, farm-grown snacks to consumers.
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