The Gluten-Free Agency

1 Purpose. 360 Degrees

Who We Are


The Gluten-Free Agency 360 Degrees MarketingThe Gluten-Free Agency is a consulting group dedicated to helping advertisers significantly improve their marketing results within the gluten-free community.

We have a solid record of delivering online and offline communication solutions that really work within the gluten-free community. Over the years we have successfully built brands for a variety of multinational organizations and small businesses.

We are an Agency with one purpose, working with the gluten-free community. We have a wide range of communication resources and research tools to reach the gluten-free target audience and we take a 360° approach to all our marketing opportunities.


 Some of our gluten-free clients have included: 


Canadian Celiac Assoc.

Fulcrum Communications



Snack Alliance

Shearer’s Foods


And now we’ve teamed together a host of health professionals, bloggers and gluten-free associations to leverage our practical, real-world experience and to help accelerate growth and profitability within the gluten-free community.

Tricia Ryan, Principal & Director

Tricia RyanTricia trained as a dietitian but evolved her career to include an MBA with a specialty in Internet marketing which probably explains her love of healthy cooking and marketing. She has spent much of her career building brands for online and offline businesses in the food, beverage, OTC drug, financial and hospitality industries. Tricia is renowned for her research and problem-solving skills, and she parlayed this strength to launch a variety of products for Berry Health, Boots Healthcare and Wrigley Canada, as well for a number of not-for-profit organizations.

During the past 10 years Tricia has evolved her communications expertise into the gluten-free community. Her work with Snack Alliance was her introduction to the gluten-free community. She has teamed up with health professionals like Canadian dietitian Shelly Case and physicians like Dr. Daniel Leffler, the Director of Clinical Research and also a founding member of the Celiac Centre at Beth Israel Deaconess Medical Centre, in Boston MA.

Tricia is quite the foodie, and has probably taken more cooking classes than Julia Child and Jamie Kennedy combined. In fact, she has a legion of friends who would commit a criminal act just for an invitation to one of her swell dinner parties.

Shelley Case, Dietitian and Consultant

Shelley CaseA registered dietitian, Shelley Case is a leading international nutrition expert on celiac disease and the gluten-free diet. She is a member of the Medical Advisory Boards of the Celiac Disease Foundation and Gluten Intolerance Group in the United States and the Professional Advisory Board of the Canadian Celiac Association.

Shelley is a frequent guest on television and radio, including the NBC Today Show and CBC Newsworld. A popular speaker, she has delivered numerous lectures and workshops at national and regional medical, dietetic, celiac and food industry conferences throughout the USA and Canada, including the National Institutes of Health Consensus Development Conference on Celiac Disease, Academy of Nutrition and Dietetics and Dietitians of Canada annual conferences and the Institute of Food Technologists and Natural Products Food Expo Conferences.

Author of the national best seller Gluten-Free Diet: A Comprehensive Resource Guide, Shelley has also written many articles on celiac disease and the gluten‑free diet in leading publications such as Gastroenterology, Digestive Disease Sciences, Pediatrics, Journal of Human Nutrition and Dietetics and Today’s Dietitian. In addition, she has contributed to many other publications including textbooks, magazines and numerous patient education resources. Shelley writes “Ask the Celiac Expert” column for Allergic Living Magazine, the nutrition column for the National Foundation for Celiac Awareness,  “Ask Shelley Case” at, and the industry expert column in Snack Food and Wholesale Bakery Magazine.

Karen King, Sensory Researcher

Karen KingWith degrees in Food Science and Education from McGill University and 7 years marketing at Best Foods Canada, Karen King created her sensory company in 1985. Karen’s continuous learning has led to the development of numerous innovative techniques for optimizing product performance: including Creative Kid’s, Sensory Speak and The Consumer’s Mind Online tool.

As a consulting and training company, Karen King and Associates Inc. has provided creative sensory services to major product companies across Canada and the US including, Ault Foods, Beatrice Foods, General Mills, Hostess Frito Lay, Kraft Foods, Lipton’s, Mead Johnson, Primo Foods, Wrigley Canada and Searle Canada.

In 2005, Karen’s business and life partner, winemaker Jamie Macfarlane opened up The Ice House Winery in the Niagara region. Working with Karen’s research and sensory skills, Jamie developed Northern Ice, a trio of Icewine products that have all won international acclaim and Grand Gold medals from Monde Selection, the oldest and most representative organization in the field of Quality Selections in the world.

Karen’s approach to product optimization is called Brand Sense. It’s based on the belief that when a product’s sensory drivers clearly match its key emotional, functional and imagery drivers, the product’s essence is captured. Karen’s famous flavour profiles have assessed many award winning gluten-free products.

Steven Bochenek, Creative Director

Steven BochenekAn award-winning advertising copywriter and creative director, Steven has worked in the marketing industry since 1989. A consultant since 2004, he previously held such professional postings as Chief Creative Officer of OgilvyOne Canada and VP Creative Director of Lowe RMP during both years that the agency won Strategy Magazine’s Direct/Interactive Agency of the Year. His work has won dozens of other awards and has taken him all over North America and Europe.

His interests in writing have had other surprising results, including dabbling in editorial, automotive and travel writing. He’s a co-owner of, a quotidian online magazine for urban Canadian guys, and in 2011 was accepted into the Automotive Journalists Association of Canada. He also is a part-time instructor at Humber College’s post-grad Advertising Copywriting program.

In his other spare time, Steven studies the piano, runs marathons and practices anusara yoga, which is where his interest in healthy eating began.

Jacqueline Cimini, Account Director

Modesty aside, Jacqueline is arguably the most well-organized account person and recipe collector this side of the Zambezi River. She is also a lifelong learner and slow-basting aficionado.

After obtaining a three-year Advertising Diploma at Centennial College, Jacqueline successfully completed the two-year Institute of Canadian Advertising program. She furthered her career to study Business Administration at York University. Jacqueline has managed numerous marketing accounts throughout her career, and has teamed with Tricia on gluten-free projects for nearly 20 years.

Jacqueline’s current passion includes mastering the finer points of online traffic generation and conversion, a challenge she relishes as much as she relishes fine relishes and chutneys.

Eddie Chan, Programmer, Designer & Webmaster

Eddie shamelessly admits that coding and Web designing excite him like a kid in a candy store. It’s no wonder. A graduate from Montreal’s Concordia and McGill universities, Eddie learned software technology and computer graphic skills which led him to positions as a network administrator, developer and webmaster of intranet applications, as well as online/offline creative director for Luxe and Privilege, two nationally distributed niche magazines.

When it comes to life outside the Web universe, Eddie enjoys a “bon vivant” attitude to everything he participates in. Fluent in English, French and Cantonese, Eddie loves to cycle, hike and ski, and his Montreal upbringing has given him a taste for exquisite French and Japanese cuisine.

Case Studies

The Gluten-Free Agency Case StudiesUsing our 360° approach to our client’s projects and challenges we have several case studies which demonstrate the use of our  gluten-free connections and resources to reach consumers, dietitians and pharmacists while launching, rebranding or relationship building with our target audiences. Review our case studies.


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