Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Amber Cubitt, Founder of Spoon In, located in Guelph, ON, Canada.

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

Spoon In is a plant-based and gluten-free smoothie bowl company focused on the enjoyment of food. We bring prepared frozen smoothie bowls to those looking for convenient, healthy food options without compromising flavour. Our smoothie bowls are also a perfect on-the-go meal for individuals living a busy lifestyle. With high plant protein, zero added refined sugars, and a variety of essential nutrients, Spoon In smoothie bowls are designed with you in mind.

Tell us about yourself

I began my business when I was 23. I had been vegan for over a year and was becoming more and more inspired by the possibilities of healthy plant-based foods. Smoothie bowls were my absolute favourite meal to enjoy, so I began sharing my creations online. It wasn't long before my social media adventure grew into a business, as people began requesting the delicious bowls! And once the pandemic hit, we shifted gears from preparing our smoothie bowls on-site at markets and events to creating one of the first-ever packaged frozen smoothie bowls. It wasn't long after our launch that we decided to switch over to 100% gluten-free. Personally, I had just been told I had a gluten intolerance and inflammation of the gut. It was a no-brainer to make the switch in our business because I couldn't possibly promote a product that I didn't stand behind 100%. Entering the gluten-free market really opened my eyes to just how necessary it is. There is a real need for inclusive food options out there, and this is something I am so passionate about.

What's your biggest accomplishment as a business owner?

Aside from the countless personal connections we've made with customers sharing their stories of how Spoon In has positively affected their lives, one of my proudest moments happened in June of 2022. I was able to represent Spoon In at the 2022 CGLCC & EY Pitch Competition as a Certified Diverse Supplier. After delivering a 10-minute pitch about Spoon In and our community impact, I was awarded a full scholarship to attend the Tuck School of Business at Dartmouth in April of 2023. It was such an honour to be recognized amongst my peers and to help shed light on the importance of diversity and inclusion in business.

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

Arguably one of the best and most challenging things that comes with being a business owner is mastering the art of being your own boss. No one is there to oversee and solve the problems and obstacles that naturally arise. No one tells you it's time to take a break or that you most definitely deserve that vacation you've been considering. This is where your team and your support system comes in. Your team is there to help solve problems, take over when you're not there, make decisions for the better of the company, and to share your vision. Your support system is there to encourage you to continue dreaming your dream and to help through tough times. I'm lucky in that I have both. The hardest part of being a business owner is the insurmountable responsibility that can honestly feel heavy at times. But even though no one is shouldering this but me, I have people in my corner who are willing and happy to help.

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

  1. Find your passion: Unless you are passionate about something, you won't have the motivation to propel you through the difficult times.
  2. Find your people: You can't do it alone, and you don't want to! Running a business is way more rewarding with others. Whether that means you have a team of people or a network of other business owners to deliberate with. It's all about community.
  3. It's a marathon, not a sprint: Running a business takes as long as you want it to. Building a business takes time. Be patient, and trust the process.

Where can people find you and your business?


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.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.