Lori Joyce Joins Women Empowering Women Panel
For the past 26 years, The Wellness Show has been on the cutting edge of the latest health and wellness trends, bringing them to the residents of the Lower Mainland. This year’s show takes place February 16 and 17, 2018, at the Vancouver Convention Centre and there’s lots of industry leaders to meet at their booths and at seminars.
On Saturday, February 17, join Tosca Reno (best selling author & health expert), Lori Joyce (CEO at Betterwith Foods) , and Aeryon Bela Ashlie (fitness expert & coach) for the Women Empowering Women Panel sponsored by Fresh Magazine. Lori Joyce has over twenty years experience creating, managing and growing brands. In 2002, Lori Cofounded Cupcakes, and was responsible for developing the Cupcakes Franchise and growing it into a National 10-location chain. In 2010, Lori also became the co-executive producer and co-star in the Gemini-award winning reality TV show, The Cupcake Girls. Today, Lori is CEO of Betterwith Ice Cream. No compromise and all purpose. We caught up with Ms. Joyce and asked her a few questions about her business.
Tell us about your ice cream and what makes it different from what we usually see on the shelf.
It was made clear to me that if I was going to launch a new ice cream brand into grocery, it would have to be different. The brands that currently own the space, are brands that we all grew up eating and enjoying, so changing that pattern was going to be a big challenge. Firstly, Betterwith is made with local, traceable dairy. I grew up on an organic farm, so understanding single source, and having a direct relationship with the farmer was critical for me. Secondly, it is the only ice cream brand made with a clean label. No stabilizers, preservatives or gums. Only ingredients we know and can pronounce.
Tell us a bit about the farm where the milk and cream come from for your ice cream
Lavender Farm is in Abbotsford, BC. It is owned and operated by a third generation of local Dutch farmers. The cows are milked when they want to because they have an automated robotic milking system which means the cows aren’t stressed. Plus, having a direct relationship with the farm and Farmer allows me to hold accountability. This transparency is what I am most familiar with. Being raised on an organic farm for my entire childhood, I understood and appreciate the commitment of farming, sourcing local and the respect for nature.
How did you move from cupcakes to ice cream? Where did the idea come from?
It all happened at the same time, but it really transpired once my babies started eating solid foods. As a new mom, I started reading ingredient labels for the first time, and I was really surprised when I discovered that the ice cream I was feeding my family wasn’t even ice cream, but frozen dessert! I saw this as an opportunity to create a better ice cream.
Could you give us some tips for entrepreneurs just starting out in the food business?
No matter how big you want your company to get, stay true to your purpose and vision. That said, make sure you have purpose and vision. There are a lot (too many) of food products, so make sure yours stands for something.
How can women help empower each other in the food industry?
I don’t look at it this way. I am a business person competing against other food companies, and if I am there, breaking down walls, its because I earned it, irrespective of being a woman or a man. Business is tough and I think women need to stop pulling out the women’s card. I have never felt that I was challenged or disadvantaged in any way because I am a women. The point is, stop talking, get out there and get it done.
Where can we find you at the Wellness Show and how can we taste and buy your product.
Betterwith will not have a booth at the show. It is available in the lower mainland in most natural grocers, like Whole Foods, Thrifty Foods, Choices, Nesters, IGA, Fresh St., Safeway etc.
What are you next steps?
My focus for the next 10 years is steady build, growth and eventually to diversify into other food categories where there is opportunity to do better.
