Inspired by Our Roots - Wabanaki Maple

Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Jolene Johnson, President, and CEO of Wabanaki Maple, located in New Brunswick, Canada.

What's your business, and who are your customers?

We are a maple syrup company based out of Neqotkuk (Tobique) First Nation, New Brunswick. We are 100% Indigenous, female-owned that is creating a sweeter day in a Traditional way. We age our maple syrup in previously used spirit barrels to create a unique flavor for each of our maple syrups. We have five different flavors of maple syrup: bourbon, whisky, toasted oak, rum, and our Traditional, Golden Grade A maple syrup. We also have maple sugar and smoker chips.

Our customers range from small boutique shops to specialty food stores to corporate gifting companies. We strive to have an offering for everyone and are able to offer our products to everyone. We have an e-commerce shop where we ship anywhere within Canada and are looking to expand our market to become a global brand.

Tell us about yourself

I am proudly Wolastoqiyik and a community member of the Neqotkuk Wolastoqey Nation in New Brunswick. I previously spent over half my life living in non-Indigenous communities, but for the past 25 years, I have since reconnected and embraced my ancestral roots. Besides spending leisure time in the great outdoors, I also exercise and participate in family Traditional hunting, fishing, and gathering practices throughout the seasons. There’s nothing I enjoy more than spending quality time with her family. I adore and take pride in fulfilling the roles of a wife, a mother of three, and now a grandmother of 4 beautiful grandchildren!

Prior to my entrepreneurial journey, she had extensive work experience (over 18 years) in the culinary field, ranging from food preparation and service to management. I also worked extensively in the agriculture industry, in tree farming management, from planting, fertilizing, and harvesting. This work has kept me grounded and in touch with my roots and will always be one of my favorite work experiences.

In 2013, I took the initiative to establish and operate my own construction company, and in doing so, I was the first female entrepreneur to join that industry sector in her community. With my construction company established and doing well, I wanted to move forward in a new direction. In 2018, driven with purpose and passion, I embarked on her new business venture, Wabanaki Maple. I launched into the maple syrup industry by developing and marketing value-added maple syrup. I strive and am committed to giving back in a positive way with my vision to build a global brand, help indigenous communities thrive, and help support and preserve our environment for the next seven generations.

What's your biggest accomplishment as a business owner?

My biggest accomplishment to date is winning the Opportunity New Brunswick award for resiliency as an exporter. The Resilience Award recognized a New Brunswick exporter(s) demonstrating notable resilience in navigating its business and its people through the obstacles presented by the pandemic. Not only did the pandemic force us to pivot during our beginning stages, but we also pivoted and thrived during the change. Being recognized for the award showed how adaptable our team is and allowed us to fully believe in our business to take it to new heights.

What's one of the hardest things that come with being a business owner?

One of the hardest things that come with a business owner is finding time to step away from the business and taking time for yourself to breathe and do the things that you love outside of the business. Sometimes your life becomes your business, and sometimes you just need to get away from it for a few days to reset and recharge. I love to get out into nature with my dogs and grandchildren and connect with mother earth, and after a couple of days, it reenergizes me for the weeks ahead.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

1. Trust your gut on your decisions.
2. Find a support system that you trust and can go to for advice.
3. And to take calculated risks.

Those three things have made our business what we are today and what we will continue to believe in when we keep growing.

Where can people find you and your business?

Website: https://www.wabanakimaple.com/
Facebook: https://www.facebook.com/wabanakimaple
Instagram: https://www.instagram.com/wabanakimaple/
LinkedIn: https://www.linkedin.com/company/wabanaki-maple/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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