Welcome to YODL! In addition to daily original content, YODL helps CFIN Members find new partners, resources, and funding opportunities to grow their food business. Learn more about this growing community and become a CFIN Member (for free!) today.
Since launching in 2022, CFIN has grown to more than 2,700 members, which includes professionals from every sector of the food industry. This series highlights the many different CFIN members across Canada who visit YODL to learn, make connections, find funding, and discover new ways to grow their businesses.
Tell us a bit about your job
I am founder and principal of Purpose Pathways, a consultancy that exists to empower leaders to change the world through business. What I mean by this is that I help businesses find their societal purpose and bring it to life, integrating it into the whole company and activating it with their business ecosystem – so that the business becomes an engine for good as it is doing its business. To add context, here’s how I talk about purpose in business: purpose in business is defining the reason your company exists as a societal reason (social or environmental), where that unique purpose becomes the decision lens on all that your company does, driving business growth as well as societal good. There is no trade-off by adopting a societal purpose – it is not charity or an expense line. It is good for society and good for business. With this fresh lens on everything it does, the company discovers new business solutions to the world’s problems, related to the company’s unique strengths and assets. It is intentionally and strategically identifying how your business can have the most impact and focusing your resources on that to enable innovation and growth, attract and retain talent, resonate with more loyal customers, attract capital, and enhance financial performance.
How is YODL helping you do your job?
I joined CFIN and YODL as a service provider because I strongly believe that the food sector has the capacity and ingenuity to work together to help end hunger and malnutrition in the world (we all know no one needs to go hungry, there is enough for everyone) and can solve the environmental issues associated with food production, packaging, and distribution. A powerful way to accelerate action and increase collaboration is to foster a critical mass of food companies with a societal purpose, because that ensures companies start partnering up for the good of all (no single company can achieve its purpose alone). I hoped to meet innovative and open companies (and have!) which see the win-win of purpose, but aren’t sure how to do it, so that I can offer my help to clarify their purpose. I would also love to offer new insights, so people increase their understanding about purpose as the next essential thing in business (think CSR 20 years ago!) and take the lead in this new field.
How often do you visit YODL?
I open YODL a few times a week to look around and see what’s new, what’s being talked about, and who’s liking what. It’s a great window into the Canadian food sector and I am really learning a lot of the ins and outs of it. I also get the daily digest in my inbox so I can quickly see what I might want to dive into that day.
What is your favourite aspect of YODL?
The discussion board – it’s a wealth of information and inspiration.
Anything you’d like to see changed or added?
Maybe to add a member search field for province, or type of food business to help people more easily find the partner they are looking for.
Can you tell us something you’ve learned on YODL?
I have learned that I was right! The food sector is innovative. I see so many interesting new concepts, processes, and products being talked about and asked about. The food sector is generously collaborative. I see people in need of leads, advice, direction, partners, and suppliers – and all they need to do is ask and they get answers, just like that! The food sector is engaged. Many are already working to reduce negative impacts, upcycle what was once considered waste, and find new ways to feed people that are more accessible and easier on our environment.
What type of connection partners are you looking for?
I am passionate about helping businesses uncover their higher purpose for people and the planet (along with profit). I am looking for companies which want to fully understand what they bring to the world so that they effortlessly attract aligned and committed employees, turn customers into ambassadors of their brand, increase innovation and productivity with a new lens on their business, differentiate themselves in the market to increase their resilience, and have the most positive impact on society as they possibly can – leaving nothing on the table. I love to work with companies until they: have a crystal-clear, inspirational societal reason for being (social or environmental); integrate their purpose into all that they do so it drives growth; and activate purpose in new ways within their business ecosystem for greater innovation.
What area of food innovation interests you the most?
All of it, and I love when I find purpose food companies – it makes my heart sing!
What is your favourite food and/or beverage?