OUR
STORY
Sorrisa group was born, focusing on the development and manufacture of consumer-packaged goods, with a priority in the food field. We are a privately held company founded in 2017 to develop exciting new food brands and to have those innovative products filling the shelves. We’ve established a track record of conceptualizing, creating and delivering the products that consumers desire to market. With over 10 years of experience as new product leaders fresh on the heels of overseeing the development of the company’s first stand-alone branded food product, shook up the food industry.
With our passion and experience in product development, sales, marketing and manufacturing expertise we're confident that we can bring new and exciting products to market. Cutting-edge research and development is leading to unique products to fulfill the needs created as nutrition trends evolve.
Above all else, we build relationships. Our relationships with retail are powered by co-designing, co-innovating, and collaborating to build brands and expand the productivity of shelf sets. Our relationships with consumers are empowering. We harness the power of branding to fill unmet needs in consumer’s lives. We partner with manufacturers by leveraging our sales, marketing, and operational expertise to build brands/products that consumers love.
We partner with retailers to drive successful launches and programming that are tailored to the shopper, the shopper’s mission, and the retailer’s strategic goals.
SAM JAAFAR
CEO & OWNER
Sam worked for over a decade with a food manufacturer in Toronto, focused on building Sales. With dedicated hard work, he was able to achieve an exceptional increase in retail volume for the company. Sam is now focused on building Sorrisa Group as the CEO/ Owner and looking to disrupt the packaged foods industry, with innovative and exciting product offerings.
Sam is driven, focused and uses his Sales acumen to service his clients well. He loves leading the Sorrisa Group Team to deliver outstanding results in the North American market.
MEET THE
TEAM
Rehan Haque
General Manager
Rehan brings to Sorrisa Group over 20 years of Brand Marketing, Innovation and Operations Management experience in 4 different markets, primarily within Consumer Packaged Goods (Food & Beverage), working on global and regional brands. He also has a strong background in Entrepreneurship and digital marketing.
Rehan believes in driving and delivering results through leadership and well-managed teamwork, and talks frequently about empathy, balance and forward momentum as his guiding principles.
Randy Scott
Administration Manager
Randy brings over 40 years experience of bakery and retail in the food retail industry to the Sorrisa Group team.
His meticulous attention to detail helps the group go from A to B and beyond
Kendal Blake
Marketing Manager
With creativity and innovation, Kendal has contributed to the development of B2B and B2C brands in Canada.
She has worked with companies to establish their brand identity and utilize their online presence through branding, e-commerce, and social media marketing strategies.
Majdi Alali
Accounting
Is dedicated to the business’s financial vision. He is skilled at developing a solid business plan to align with the company’s objectives and is a master at ensuring records are up to date and error-free.
Mary Maurini
Sales
Helps drive sales and deliver all of the brands under the sorrisa group banner. Mary has many years of experience in servicing the major chains with outstanding products that give the consumer delicious taste adventures.
She brings her personality and experience to Sorrisa Group and is helping to develop new and amazing brands and delivering even more innovative products to the marketplace.
Sunil Sarwal
Creative Director of The Small Monsters
Sunil, an award-winning branding consultant in the food industry, develops and designs the branding and packaging of our products. Sharing our belief that a quality product needs to look like one, his work has consistently exceeded the expectations of customers and clients, bringing us accolades and attention.
With his creative talent and decades of experience with innovative companies around the world, he has been a key part of the Sorrisa group.
Rino Liberatore
Rino Liberatore was born and raised in Toronto and graduated from Ryerson where he obtained his degree in Industrial engineering. Soon after Rino started his journey in the food industry.
His passion for providing good, safe food to the market at the lowest cost possible eventually allowed him to run operations for some of the biggest food manufacturing facilities in the country.