It’s that time of year again – The Wellness Show! One of my staple events, TWS is a great way to scope out new trends in health & wellness at the start of the year.
I have been a fan of entrepreneur Lori Joyce since the Cupcakes days, and was thrilled to have the opportunity to interview her ahead of her Women Empowering Women panel talk at this year’s Wellness Show about her more recent role as CEO of Betterwith Ice Cream. I like to think of myself as a bit of an ice cream connoisseur, as it’s been my dessert of choice since childhood. So when I saw the full-page ad for Betterwith in Alive Magazine prior to its launch and its “100% Honest Ice Cream” tagline, I got uber excited and started stalking Lori on LinkedIn, because to my knowledge, Vancouver didn’t have any locally-sourced grocery ice cream brands we could call ours. Next thing I knew, it was at my supermarket, and the staff person at The Pie Hole was talking it up when Leo & I were buying pies for our Twin Peaks-watching rituals. As you’ll see when you purchase a pint, Betterwith has “traceable cream” as its top ingredient, and a quote from Lori – and I don’t remember the last time I saw a company owner’s guarantee on a product.
Also, women are kicking ass in all industries lately, and we gotta continue to ride this train and support each other!
What inspired you to start Betterwith?
When my babies started eating solids, I started reading ingredients labels for the first time. I was shocked when I discovered that what I was buying wasn’t even ice cream, but frozen dessert. Plus, the ingredients deck was loaded with words that I didn’t recognize. I started my life on an organic farm, and my first and only milk source came from my own cow. In the 70’s, the latest news was that mom’s breast milk wasn’t good enough for their babies, and since my mom didn’t speak any English at the time, she followed what people told her. Therefore, my parents decided to get a cow and I was fed raw milk, straight from the pail.
Was starting the business an easier journey given your previous experience in food?
The best way that I can explain this, it’s like having a second baby. You know it’s going to be hard and that it’s going to hurt. As much as you think you’re prepared, you’re not because all childbirths are different. This has been my experience with starting a second business.
What new challenges have you faced or are currently facing at Betterwith that you hadn’t in your previous business?
Vancouver’s a big food town, and as you mentioned, we’ve got a lot of ice cream shops and brand options. What do you think will make Betterwith stand out from the rest?
What flavours do you have now, and what’s coming in the future?
Where can Canadians buy Betterwith?
Given the widespread knowledge about animal mistreatment and many people choosing non-dairy ice cream brands due to both health and ethical reasons, can we expect to see non-dairy flavours anytime soon?