SWEETS FROM THE EARTH

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from "de Finibus Bonorum et Malorum" by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.

Company Profile

Company Description

Overview

Sweets from the Earth is a family-owned, vegan specialty baked goods manufacturer with over 150 types of desserts produced. Started in the early 2000s in a basement, they now have two dedicated manufacturing facilities in Toronto and ship across Canada.

Key Facts

Headquarters: 234 Canarctic Drive, North York, ON M3J 2N7

Other facilities: 2 separate facilities, gluten-free and nut-free, both on Canarctic Dr.

Executives:

  • Ilana Kadanoff, Founder & President
  • Marc Kadanoff, Vice President

Year established: 2002

Number of employees: 45

Revenues: 3.5-5M, 2015 projectionv

Line of business

Specialty foods manufacturing – vegan baked goods

NAICS: 311814 Commercial Bakeries and Frozen Bakery Product Manufacturing

Products

Nut free and gluten free cookies, loaves, muffins, cupcakes, frozen cookie dough, bars, squares, and treats, cakes and cheesecakes; specialty cakes; special order wedding cakes, breads, bagels, loot bags.

Markets

Customers: 55% retail stores (including Loblaws, Metro, 2nd Cup, Whole Foods), 40% food-service operations, 5% custom across Canada

Exports: none

R&D, Skills and Educational needs

Employees: many temporary workers hired through agency, little training; some professional chefs and cake decorators

R&D: continuous innovation in operations/process, food chemistry, nutrition science of ingredients

History

The founder, Ilana, was a lifelong vegan with a passion for baking. She attended pastry school and worked in restaurants before starting her own vegan bakery in her basement, 2002. Sales rocketed and the company moved to new facilities.

Competitive Environment

Competitors

Competition from local vegan bakeries, national frozen dessert manufacturers.

Partnerships

  • Partner with University of Guelph on project
  • Agency used for part of workforce
  • Partner with Toronto Public Health to develop new line for low-income neighbourhoods
  • Partner with schools – nutrition programs
  • Government helpful, responsive at all three levels, especially Export Development Canada

SWOT Analysis

Strengths:

  • Niche: vegan, natural, and allergen-free: original recipe, egg free, dairy free, vegan baked goods. All natural, kosher, 100% plant based, GMO-free with a nut free line and a gluten free line
  • Products also have mainstream appeal
  • High-quality, appealing, friendly service
  • Quick turnover, short run

Weaknesses:

  • Product difficult to ship and store – e-commerce will be difficult
  • Difficult to source to company specs
  • High ingredient cost due to standards
  • Seasonality of product

Opportunities:

  • Increasingly health-conscious population willing to spend more on specialty healthy alternatives

Threats:

  • Rise of US dollar, since sales are in CAD but costs are largely USD
  • Comparatively low profit margin

Performance

Recent Developments

  • Exploring new product lines, test kitchen
  • Exploring e-commerce, new website

Awards

  • Recognized in Canada’s 2014 Profit 500
  • President named one of Canada’s Top Female Entrepreneurs, 2014

OTHER PROFILES