Despite the increased demand for farmers’ and micro-produced crops, logistical challenges have prevented farmers from entering the commercial market, forcing buyers to pay high prices for imported items. Marcia Woods is addressing that problem as Founder and CEO of FreshSpoke, a innovative new platform that is disrupting the traditional food distribution process by connecting producers and wholesale buyers using tools that streamline the process. It’s a timely solution that, having launched in late 2016, has already grown to 125 food producers, selling over 700 locally produced products. But Marcia’s career hasn’t always been defined by success. Learn her story. 

 

 


 

 

My first job ever was… Picking cucumbers as a young teenager. I was so excited about the job and had big ideas about all the money was going to make. It turns out I was the slowest cucumber picker ever and since you got paid by weight, my wages were dismal. Needless to say, I didn’t last long but did develop a deep appreciation for the stamina of farmers.

 

I decided to be an entrepreneur because… When the Internet was burgeoning in the mid 90’s, I was completely blown away – it was going to change everything and I wanted in. So, I gave up my day job and started a web design company. Becoming an entrepreneur was not a deliberate career path for me. Starting in my 20’s I always had a gig or two on the side of my day job so the idea of running a business wasn’t a foreign concept.

 

My proudest accomplishment is… The work we are doing right now at FreshSpoke to improve the health of our fragile food system. For too long distribution challenges have kept our local food producers out of the supply chain. We are changing all that with a marketplace platform that connects local food producers with wholesale buyers using an innovative shared delivery system that leverages the excess capacity that already exists in the distribution system.

 

My boldest move to date was… Making bold moves that have taken me out of my comfort zone on a daily basis. It’s hard to isolate just one.

 

I surprise people when I tell them… That I much prefer to be behind the scenes.

 

My best advice to people starting out in business is… Build stuff that matters! I teach entrepreneurship and occasionally judge pitch competitions. The idea that gets me excited isn’t the next great social network but rather disruptive products or technology that solve real problems for people or businesses, and one that your customer is willing to pay for.

Secondly, we’re all in love with our own ideas but it’s important to be coachable. Seek out potential customers, mentors and experts in your space and really listen to feedback and heed advice. It can be really tough but it saves precious time and resources in the long run.  

 

Pitching for venture capital is… Is serious business. You can never be too prepared.

 

“Seek out potential customers, mentors and experts in your space and really listen to feedback and heed advice. It can be really tough but it saves precious time and resources in the long run.”  

 

We can support more women entrepreneurs by… Continuing to to tell the stories of women in entrepreneurship.

 

My best advice from a mentor was… Brevity! Be as clear and concise in your pitch.

 

My biggest setback was… In 2012, the bottom completely dropped out of my life professionally and personally. My second start-up failed which set a series of unfortunate events in motion.

 

I overcame it by… Being resilient and resourceful by nature (and one bottle of scotch later), I moved to Barrie, Ontario and began to design my life in such a way that would afford me one more chance at launching a successful tech start-up around something that really mattered — that turned out to be local food.

 

Work/life balance is… Challenging when you’re in start-up mode but oh so necessary if you want to be at peak performance. We trick ourselves into thinking that working 18 hours a day is productive when in fact it has the opposite effect.

 

If you googled me, you still wouldn’t know… I am a political junky.

 

I stay inspired by… Listening to the stories of our customers, and local food producers. Their passion and determination against all odds is inspiring.

 

The future excites me because… I hear lots of negative commentary about the generation coming of age but I don’t share that mantra. I love the way millennials think, live and work. They are driving a positive economic and cultural shift in our workplaces and marketplaces.

 

My next step is… Looking forward to continuing to be involved in the local food movement and sustainable farming beyond FreshSpoke.