The sale of B&G Foods’ Green Giant and Le Sueur vegetable brands in Canada may not go through as planned. The country’s Competition Bureau has asked a tribunal to block the deal, arguing it would drive up prices and limit choices for consumers.
Regulator raises red flags over market concentration
The Competition Bureau said Nortera Foods, the buyer, already dominates Canada’s market for certain canned and frozen vegetables under its Del Monte and Arctic Gardens brands. Adding Green Giant—described as its “only major national brand competitor”—would further consolidate the industry, reducing competition in what the regulator called a “highly concentrated market.”
The Bureau filed an application with the Competition Tribunal to halt the sale and prevent the companies from closing the deal until a decision is reached. No timeline for a ruling was provided.
B&G pushes back, citing consumer benefits
B&G Foods, the New Jersey-based company behind Ortega and Crisco, acknowledged the Bureau’s concerns but stood by the transaction. In a statement, it said evidence “supports that this transaction is in the best interests of all interested stakeholders, including the Canadian consumer.”
The company added it was still in talks with Nortera and evaluating “multiple options,” including legal and regulatory alternatives. It did not specify what those might entail.
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This isn’t the first time B&G has tried to offload its vegetable brands. Last year, it sold the U.S. shelf-stable Green Giant line to Seneca Foods, and in August, it divested the Le Sueur brand in the U.S. to McCall Farms. The moves align with a broader strategy to streamline its portfolio after years of acquisitions.
A shift in strategy—and leadership
B&G, once known for aggressive growth through deals, has spent the past few years shedding noncore assets. The Green Giant sale to Nortera was announced last October, with an expected closing in the second quarter of 2026. That timeline now appears uncertain.
The company’s focus on core brands comes as it undergoes a leadership change. Last week, board member Robert Mills was named the new CEO, replacing Casey Keller, who had held the role since June 2021.
For now, the fate of the Green Giant and Le Sueur brands in Canada rests with the Competition Tribunal. If the deal is blocked, B&G may need to find another buyer—or reconsider its exit strategy entirely.
The case highlights how divestitures, even of underperforming assets, can run into regulatory hurdles when they risk reshaping a market. In Canada’s vegetable processing sector, where a handful of players already control most of the shelf space, the stakes are particularly high for shoppers who might see fewer options at checkout.
