Originally published in 2020 before the episode aired. BinBreeze appeared on Episode 7 of Season 15 on CBC and the CBC Gem streaming service.
How did you come up with the idea for BinBreeze?
Three years earlier, I walked into my parents’ kitchen and discovered a stinky compost bin full of fruit flies. I thought to myself, “What a terrible introduction to sustainability for so many consumers” and “We need more positive experiences that reinforce sustainable values, not negative ones that drive people away.” I then spent the next two years working with Harmen to create BinBreeze. There wasn’t a single eureka moment when it all came together; there were several, achieved through dedicated research focused on creating a green solution to a problem that needed to be solved. These moments included that day in my parents’ kitchen, the day I realized we could find wood waste slated for burning and sequester carbon, and the day our first customer returned to our booth at the farmers’ market and expressed her love for the product.
Were you nervous going in front of the Dragons?
I was terrified. I couldn’t sleep the night before, so I wandered the streets of Toronto with my mask on and listened to a recording of my pitch repeatedly. People must have thought I was crazy. I was fortunate to have fantastic support and a team of people reviewing the first 90 seconds of the presentation. Knowing that others were confident in what I was presenting was key. Thankfully, when I go on stage, a guardian angel takes over and does all the talking. I just watch.
How was your experience on Dragons’ Den?
It was fantastic! CBC was taking COVID-19 very seriously, so Nicole and I both had to get tested before the show. Even after that, we had only minimal interaction with the crew, and the details were worked out over video chat even though everyone was somewhere in the studio. The crew was extremely helpful and receptive to the product and our team hats. Despite this, the Dragons provided us with more swag than we provided them!
Would you advise other people to do it?
I strongly recommend that any consumer-facing business apply to Dragons’ Den. BinBreeze requires some explanation, and the show is an exceptional platform for introducing Canadians to the creative entrepreneurship happening in their own backyard. We are too often overlooked in favour of a cheaper imported product from a major conglomerate. Canadians don’t own those businesses; international investors own them.
Which Dragon did you want?
Oh man, I did extensive research into the Dragons, and honestly, the more I learned, the more I wanted to work with each of them. They have their own strengths—and, dare I say it, weaknesses—but overall, they each have millions of things they could teach me. You have to check your ego when you start a business and listen to and learn from others. If you have the opportunity to surround yourself with some of the best, do it.
What were the plans for the future?
At the time of publication in 2020, we believed we would achieve national distribution of BinBreeze through major and independent retailers alike. Canadians could purchase BinBreeze from www.binbreeze.ca and have it delivered anywhere in Canada, but we wanted to expand access to the product by putting it on local shelves. We were also launching our 5 kg unit, which was intended for consumers, restaurants, fruit labs, composting facilities, and other commercial applications of our technology. The more BinBreeze Canadians use, the more carbon is sequestered back into the earth rather than emitted into the atmosphere. To maximise our impact, we need to grow!
