Eatdrink Waterloo & Wellington #1 June/July 2018

24 | June/July 2018 — Premiere Issue
$100K for 7% of their business, and got a
flurry of offers. They parlayed that interest
into selling a 10% stake for their ask, split
between Joe Mimran (Joe Fresh founder)
and Michele Romanow, a tech entrepreneur
and venture capitalist with strong success
in online retailing. Later, Mimran dropped
out of the deal, but Romanow took the 10%
investment herself. "We wanted Michelle’s
experience in the digital marketplace," says
Lafleur, noting that the partnership has
brought significant dividends. With the influx
of cash, TruLOCAL was able to double staff
from four to eight people, and is now up to
ten. A move from Milton to a bigger facility
in Cambridge also came this year. Ongoing
consultation is leading to further plans for
expansion. The key component to the success
of truLOCAL, however, remains quality
products and a convenient delivery system.
"Times are changing," says Romanow.
"People want to feel more connected to the food
they're buying. The guys at truLOCAL have
done an awesome job connecting consumers to
amazing local farms and suppliers."
Lafleur is enthused about the products they
sell, but sees the challenges clearly. "All butcher
shops do what we do," he says. "The food system
is broken, though, and most people are buying
A recent truLOCAL informal team get-together
their meat at a grocery store. The butcher shop's
customers understand the difference in quality
meat, but many consumers have never tasted it.
Those are the people we need to reach."
"Local farms have difficulty getting their
products to customers," adds Lafleur. "That's
where we step in. We find the supplier, we vet
them for quality, and then we allow them to
reach the entire province."
TruLOCAL offers a few organic products,
but that is not the focus. Lafleur states that
their goal is to be rated Number One for quality
and availability. Grocery store bargain hunters
will find prices high, but those accustomed to
paying for quality will find prices fair. Certainly
the convenience is worth something too,
and all orders ship free. Customers can skip
a month when they want without penalty, or
increase their order when they want.
Customers asked for a sugar-free, nitratefree
bacon, and truLOCAL found a producer
to create that for them. You won't find that
bacon anywhere else, but it's not for everyone,
if you love the traditional taste of bacon. The
100% grass-fed beef bone broth they offer,
however, has been immensely popular. There's
also great demand for more seafood, including
wild -caught yellow lake perch and pickerel
from the Great Lakes. And at this time of year
especially, truLOCAL sees large demand for
their suggested "BBQ Boxes," with one curated
for seafood, another for steak lovers, and a
variety pack. As always though, customers can
customize their purchase as they choose.
TruLOCAL
226-929-1280
www.trulocal.ca
TruLOCAL products are individually vacuum-sealed
(above) for convenience, then packed in dry ice (below)
for home delivery, so they stay frozen even all day.
CHRIS McDONELL has worn a number of hats over
three decades in the publishing industry, including graphic
artist, writer, editor, sales rep and delivery person. As
Publisher/Owner of Eatdrink, which he founded in 2007, he
utilizes all of those skills.