Win At Indigenous Business Competition Would Support Growth At Wabanaki Maple
TOBIQUE FIRST NATION – Wabanaki Maple founder Jolene Laskey’s semifinal win in the Pow Wow Pitch business competition couldn’t come at a better time.
As the Tobique First Nation-based maple syrup producer advances into the finals, she says a potential win will help support a much-needed expansion of the headquarters of her business.
Laskey said she’s carrying out plans to expand Wabanaki Maple’s 650-square-foot facility to a 4,000-square-foot facility, accommodating a shipping and receiving office, warehouse, processing, bottling and packaging operations – with room to make more of the company’s signature organic barrel-aged maple syrup.
“We’re making barrel-aged products, so we’re limited in space, and to be able to bring in a higher volume and capacity to fulfill larger orders is our goal. We’re looking to expand into foreign markets, too. But our number-one goal is that we need a larger building,” said Laskey.
“We’re ready to grow and need to move forward – and we have our priorities.”
Pow Wow Pitch is a Turtle Island (North American) competition for Indigenous businesses at any stage – from those starting up, to growing enterprises.
Starting out in the Atlantic Canadian division, Laskey competed alongside more than 1,600 participants from across North America, preparing one-minute pitches for a panel of judges.
When they advanced to the next round, Laskey and the other semi-finalists were paired with mentors to refine their pitches.
“It was really surprising, and I felt truly honoured and grateful to bring it that far,” said Laskey. “It’s exciting but nerve-wracking. I find it tough to get out of my comfort zone, but I’m going to try my best and be prepared for the second round.”
Laskey is in consultation with mentors again, preparing a two-minute pitch in a bid to win a $25,000 grand prize in the finals.
“There’s a lot more I can add to my one-minute pitch, for sure,” she said.
Laskey is making the case for her company’s maple syrup, aged in Bourbon, oak and whiskey barrels, pure traditional maple syrup and maple sugar.
Wabanaki Maple employs three full-time staff and two part-timers and sells its products through retailers across Canada and from an online e-commerce platform as well.
The business was the recipient of Fed Ex Express Canada’s Small Business Grant Contest in 2019, which included a $30,000, a brand marketing workshop worth $10,000 and a meeting with Fed Ex Express Canada President Lisa Lisson.
Bouncing back from the effects of the pandemic, Laskey said Wabanaki Maple is starting to thrive after pivoting to virtual markets and events and bolstering its social media presence and drawing on federal Regional Recovery and Relief Fund money with help from the Atlantic Canada Opportunities Agency.
Although Laskey preferred not to disclose specific dollar amounts, she noted Wabanaki Maple has made profits in the past two years of operation – and doubled its revenue in domestic markets in the past year.
“It’s been tough. There were challenges and barriers, but I’ve kept optimistic with a positive mindset, looking for solutions and opportunities – and Pow Wow Pitch is one of them,” she said.
“We’re looking forward to adding more, but if we’re lucky enough to take home the grand prize, we’ll definitely be investing in more R&D for the product and production side,” said Laskey.
Launched in 2018, the business produces 10 barrels of syrup – each containing just short of 241 gallons – a year.
Wabanaki Maple’s syrup and sugar are the bounties of a harvest from two northern New Brunswick producers running over 100,000 taps – a harvest Laskey described as ample this year.
“They had a good year because, in the northern area, it’s a bit cooler at night,” she said, referring to the combination of cool nights and warm days in early spring as ideal conditions for sap flow, making it easier to harvest.
Laskey said part of the excitement has been the many talented Indigenous business people she’s met through Pow Wow Pitch.
“They’re striving, and it’s inspiring for me to see them get out there and get their business moving forward. I was really impressed when I watched the Atlantic Canadian participations – I was really just wowed,” she said.
“They’re out there, building their brand and connecting with other organizations to get their products and names out there.”
Laskey’s fellow Atlantic Canadian finalists include Dream Webs founder Kelsie Young from Qualipu Mi’kmaq First Nation; Hazel Catherine Baxter, owner of Chic Image Consulting in Elsipogtog First Nation and Savannah Simmons, owner of The Home and Co., from Pabineau First Nation.
Laskey praised the work of Pow Wow Pitch founder Sunshine Tenasco, noting the work it takes to build sponsor support for such a large event.
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