Canada has been a magnet for international students and foreign workers for a long time, however the numbers went through the roof when Canada fully opened its immigration policy around 2017 with the launch of the FSW program. It was backed by years of research which showed the number of human resources required in various industries. As a result, anywhere between 3-4 million immigrants have moved to the country in the past decade. Think of these immigrants as consumption nodes or catalysts infused in the Canadian economy. They come from a wide array of nationalities, ethnicities, cultures, and food and beverage consumption and unique grocery habits. The grocery industry in Canada (led by groups like Loblaws, Sobeys, Metro, Walmart and Costco) has been transforming itself around the spiked demand of international products by these immigrants. However the change has been sluggish especially on the digital side. Covid19 exposed the massive gaps in the Grocery supply chain of Canada (empty shelves, toilet paper hoarding, canned food distribution and more). However, this is fast changing with a new breed of startups like GoDirect who are challenging the status quo.