Market Fresh builds community—and a strong team—with help from Bensol
For nearly three decades, Market Fresh has been more than a corner grocery store in Guelph. Co-owned by Dayle Toscan, the locally rooted market has built its reputation as a place where neighbours gather—drawn in by top-quality, fresh groceries, unique food and home décor items, an in-house butcher and bakery, and a wide selection of ready-to-eat homemade meals.
“We’ve always believed we need to be more than a market,” she says. “We are a community gathering place—a place with personality, where people feel welcome and connected. Our staff is always available, engaging with customers, and I love seeing people connect with their neighbours and take time for a chat.”
That exemplary customer experience, Dayle says, must come from Market Fresh’s strong team. In an industry where benefits are uncommon for businesses of their size, Toscan says offering them to all full-time employees was first and foremost the right thing to do, and also a strategic decision.
“You can say you care about your team, but benefits are one way you can show how you care,” she says. “It establishes trust and morale, reduces turnover, and helps us stay competitive with the larger chains. It helps build our culture and a strong brand.”
Market Fresh has worked with Michele and the Bensol team for more than a decade to design a benefit plan that balances cost, flexibility, and meaningful support, including mental health and wellness options—especially important in recent years, she says.
“Michele helps us design the best plan for our values. Her advice and knowledge are invaluable,” says Dayle. “There’s a real foundation of trust with her. She’s always looking out for us and bringing new ideas to the table. In many ways, Michele is part of our team.”
That partnership shows in Market Fresh’s culture—where many employees have stayed 10, 15, even 27 years since they first opened their doors. “It’s a great place to work, in part because our benefits show them and their families that they are important to us,” Dayle added. “That strengthens our brand, inside and out.”
