Eatdrink Waterloo & Wellington #1 June/July 2018

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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.
Eatdrink: The Local Food & Drink Magazine Premiere Issue — June/July 2018 | 25 Sandwich Brewing Co. | Windsor History pours out of this place, on the Barrels Bottles & Brews Trail. Uncover behind-the-scenes development and production of dozens of area distilleries and breweries. Tap rooms and tasting lounges welcome you with open bottles. Get your BBB Passport and info at: barrelsbottlesbrews.ca #BARRELTRAIL | #BREWERYQG | visitwindsoressex.com
Page 1 and 2: Issue #W1 | June/July 2018 FREE eat
Page 3 and 4: eatdrink The LOCAL Food & Drink Mag
Page 5 and 6: Eatdrink: The Local Food & Drink Ma
Page 9 and 10: Chef Benjamin Lillico of The Rich U
Page 11 and 12: Eatdrink: Executive Chef The Jason
Page 13 and 14: sum A restaurant inspired by local
Page 23: Eatdrink: The Local Food & Drink Ma

Eatdrink Waterloo & Wellington #1 June/July 2018

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