'Leaders Must Develop Digital Literacy'

Avisionary strategic advisor with over two decades of expertise in sustainable development and food quality, Cristian Salazar is renowned for his ability to bridge innovation with impact. Having worked alongside national and international clients to design and implement transformative solutions that tackle critical environmental and quality challenges, he seamlessly merges sustainability and innovation to drive business success and industry growth.

Currently the Senior Business Advisor at Inno-Centre, Cristian goes beyond his advisory role and is a dedicated educator, shaping the next generation of leaders through courses on sustainable development at HEC Montréal and food processing at Collège Maisonneuve. His academic contributions highlight his deep commitment to knowledge-sharing and professional growth.

With mastery in business development, strategic planning, circular economy, and quality management systems, Cristian excels at leading multidisciplinary teams toward impactful outcomes. His work is rooted in a profound dedication to social and environmental progress, ensuring that every project he undertakes delivers meaningful, lasting change. Recognized for his leadership, strategic foresight, and passion for continuous learning, Cristian thrives on collaboration that drives both business success and a more sustainable future.

In an interview with Cristian talks about sustainable practices and his bold vision for the future of food quality and sustainable development.

Q. Can you walk us through your professional journey and share the milestones that have defined your career?

I am a strategic advisor, coach, and lecturer with over 20 years of experience in sustainable development and food quality. Over the years, I have worked with both national and international clients, helping them design and implement innovative solutions. Currently, I hold the position of Senior Business Advisor at InnoCentre, and I also lecture at HEC Montréal and Collège Maisonneuve. Additionally, I am a co-owner of Soot Marketing, a marketing company based in Guatemala, specializing in the hotel industry.

My professional journey began with a strong academic foundation. I hold a master’s degree in food safety and another in environmental management, reflecting my commitment to both food science and sustainability. My career in the food industry started with roles such as Production Manager at Grupo Bimbo and R&D Project Manager at INCAP. When I moved to Canada, I progressed from a Thermal Process Technician at A. Lassonde Inc. to Quality Coordinator and Auditor. Eventually, I advanced into leadership positions, serving as Quality Director at Vegpro International Inc. and Operations & Quality Assurance Manager at Cedarome Canada Inc.

I tackle challenges with a strategic mindset, focusing on innovative solutions tailored to each situation. My approach involves analysing the problem, leveraging data, and implementing practices that ensure long term resilience.

Q. How did your entrepreneurial journey start?

I founded CSM Groupe Conseil in December 2018 to provide strategic advice on sustainability strategies, strategic planning, and food industry practices. Then, in 2020, I became a co-owner of Soot Marketing, a marketing company focused on the hotel industry in Guatemala.

I have always been passionate about sharing knowledge, so I started lecturing at Collège Maisonneuve in 2018, focusing on food processing. In 2021, I joined HEC Montréal to teach sustainable development. Since 2024, I have also been an assistant professor at the Chemical Engineering School of École Polytechnique Montréal.

Since February 2024, I have been a Senior Business Advisor at Inno-Centre, where I guide companies across Canada to achieve their business objectives through sustainable practices and strategic growth.

Q. What are the major contributions you have made to your industry?

One of the most impactful initiatives I undertook was during the pandemic when I designed a system from my home in Montreal to promote and internationalize the products and services of Guatemalan SMEs. These businesses had to close or cut staff due to the impact of COVID-19, and my goal was to help them stay afloat by leveraging my expertise and network.

My other contributions can be categorized into a few key areas – Quality Assurance & Control: I have played a vital role in implementing and maintaining quality control and assurance programs, including obtaining important certifications and accreditations such as CFIA, MAPAQ, USDA, FDA, PRIMUS GFS, and CANADA GAP. These efforts have ensured high standards in food safety and quality their products and services during the pandemic. It was a proud moment for me, as it acknowledged the positive impact of my work in supporting small and medium-sized businesses during challenging times.

Q. What leadership values or principles do you strongly believe in and implement?

My leadership philosophy is grounded in several key values and principles that guide my professional journey:

Collaboration: I believe that collaboration with diverse stakeholders is essential for achieving sustainable success. Whether working with clients, students, or team members, I foster an inclusive environment that values different perspectives and collective problem-solving.

Continuous Learning: I am a strong advocate for lifelong learning. Staying curious and open to new knowledge not only enriches my own expertise but also enables me to provide more insightful advice and coaching. I encourage those around me to embrace learning as a path to both personal and professional growth.

Social and Environmental Well-being: I strive to integrate sustainable practices into business strategies, ensuring that economic growth goes hand in hand with social responsibility and environmental stewardship.

Personalized Strategic Approach: I believe in offering tailored advice and coaching that aligns with the unique goals and challenges of each client. My approach is centred on creating personalized strategies that support both professional expansion and personal development, helping clients achieve success on multiple levels.

Q. How do you approach challenges and disruptions in your industry?

I tackle challenges with a strategic mindset, focusing on innovative solutions tailored to each situation.

Sustainability Strategies: I have developed and implemented sustainable development strategies for various organizations, helping them reduce their environmental impact while maintaining operational efficiency.

Food Processing Expertise: As both a consultant and a lecturer, I have shared my knowledge of food processing, food safety, quality assurance, and food preservation with industry professionals and students alike. This knowledge transfer helps elevate industry standards and practices.

Internationalization of Guatemalan SMEs: My work in promoting and internationalizing Guatemalan small and medium-sized enterprises has empowered these businesses to reach new markets and increase their visibility, especially during difficult times like the pandemic.

Q. Please elaborate on the recognitions, awards, or honours you have received throughout your career.

One of the most meaningful recognitions I have received is being named ‘Hero of the Week’ by the digital magazine Chapin en USA. This honour was given in recognition of my efforts to help Guatemalan SMEs internationalize My approach involves analysing the problem, leveraging data, and implementing practices that ensure long-term resilience.

One key aspect is change management— I’ve applied this effectively during my time at Cedarome Canada Inc., guiding the organization through transformations while maintaining quality and efficiency. I also stay informed about industry trends, helping clients proactively adapt to changes rather than just reacting to them.

Q. What are your core responsibilities, and how do you ensure your role aligns with the company’s strategic objectives and vision?

My core responsibilities include providing high-level consulting services to companies, focusing on developing strategies for growth, profitability, and productivity. I make sure to incorporate a sustainable development perspective into these strategies, aligning them with the company’s vision of responsible business practices.

Additionally, as a professor at HEC Montréal, Collège Maisonneuve, and École Polytechnique Montréal, I train the next generation of Operations Managers in sustainability and Food Quality Managers. By blending academic teaching with industry insights, I ensure that my work contributes to both education and practical, strategic outcomes.

Q. What are your thoughts on the future of leadership in the era of AI and digital transformation?

I believe that leadership in the era of AI and digital transformation will require a balance between technological adoption and human-centric decision making. Leaders must develop digital literacy while also fostering ethical considerations and social responsibility. The ability to adapt, learn continuously, and integrate innovative technologies without losing sight of human values will be key. Embracing collaboration between technology and people will define successful leadership in the future.

Q. What inspires you as a leader, and how do you inspire others?

I am inspired by the opportunity to make a positive impact on the world, whether it’s through sustainable business practices, community support, or mentoring future leaders. Knowledge exchange and collaboration also motivate me, as they foster innovation and drive progress.

I aim to inspire others through my commitment to sustainability, my deep expertise in the food industry, and my dedication to helping businesses grow responsibly. By sharing my vision and demonstrating a purpose-driven approach, I encourage others to pursue meaningful and impactful work.

Q. What do you do in your free time? How do you ensure a work-life balance?

In my free time, I enjoy trekking, exploring new cultures, and traveling. These activities not only help me disconnect from work but also give me a broader perspective on different ways of life. I make it a priority to maintain a healthy work-life balance by dedicating time to hobbies and personal growth. This balance helps me stay focused and motivated in my professional endeavours.