Behind the Business
Behind the Business is presented by the Greater Kitchener Waterloo Chamber of Commerce. Sponsored by Gore Mutual, this podcast features weekly episodes hosted by Ian McLean, President and CEO of the Greater KW Chamber.
It is recorded on the traditional territory of the Neutral, Anishinaabeg, and Haudenosaunee, peoples.
Each week Ian sits down for candid conversations, taking listeners beyond the boardroom and Behind the Business to uncover the real stories within Waterloo Region’s business community.
From innovation and sustainability to leadership and community impact, each guest offers invaluable perspectives and inspiring journeys. Discover what drives their ambition, and WHO is fueling the future of Waterloo Region’s success.
Join us as we go Behind the Business!
Behind the Business
From Nursing to Cuisine: Vanessa Simon’s Recipe for Business Through Care
Vanessa Simon is the founder of Vanessa’s Cuisine. She made a bold career change from nursing to entrepreneurship, creating a Caribbean-rooted food brand that’s now featured on store shelves across Waterloo Region. Along the way, Vanessa has built strong community connections, earned the 2025 Exceptional Small Business of the Year Award (community-voted), and used her platform to inspire women and young entrepreneurs.
Get a look Behind the Business in Waterloo Region with Ian McLean, President & CEO of the Greater Kitchener Waterloo Chamber of Commerce.
Welcome to another episode of Behind the Business, presented by Gore Mutual. I'm your host, Ian McLean, president and CEO of the Greater Kitchen Waterdoo Chamber of Commerce. This podcast is recorded on the traditional territory of the neutral Anishinabe and Hoden Ashone peoples. Each week I sit down for candid conversations where we go beyond the boardroom and behind the business to uncover the real stories of Waterdoo Region's business community. Vanessa made a bold leap from a career in nursing to entrepreneurship, turning her passion for Caribbean flavors into a thriving local food brand that's now on store shelves across Waterloo Region. Along the way, she's built strong community connections, earned a community voted Small Business Award, and used her platform to inspire women and young entrepreneurs to chase their dreams. In this episode, we'll hear Vanessa's story, learn about the challenges and triumphs of growing a food business, and explore the ways she's making an impact in our community. So join me as we go behind the business with Vanessa Simon. Well, let's start with the store with your story. Share I thought it was interesting at the at the at the awards gala, your journey from nursing to entrepreneurship and how that unfolded. What was it that inspired you to make that make that step and and and start um Vanessa's cuisine?
SPEAKER_01:And so that's the funny part I say to people. It's not something that I said, okay, I'm gonna go start Vanessa cuisine and start cooking. I was home on physio. I simply made some food for my sisters and a few friends. They put me on Instagram, and that was it. It just kind of took off. So the next week, you know, I was getting all these orders. I had to actually make a page, right? Because I just had Simon V14. Right? That was it. So I just cook, I made some food for my sisters, a few friends, and they were tagging me. It was during COVID. So everything was close. Talk about a perfect time for people to try my food. So we started out making just chicken, chicken and rice, um, some jerk chicken, but strictly chicken. The next week I was getting order for oxdale, so 10 pounds of oxdale. Next week, we're getting order for goat. So I was like flying, couldn't believe it. I did um make some food for a customer of mine because her dad passed away. She called me, hey Vanessa, my dad passed away. Funeral is tomorrow. Can you make some food? Right? Of course. She sent me the menu letting me know what it is that she would like to make. I made the food. The next day, herb, um, Rob from Urban Good Funeral Home is reaching out to me. Hey Vanessa, my name is Rob. I had your food yesterday, you know, and he's going on and on. I was like, would you like to partner with us? What? Like, do you know what I mean? So for me, it was kind of like surreal, right? It was happening. It wasn't something that I planned to do, but it was just happening, right? And so I was doing backyard weddings because there were so many people who had their weddings booked, and the homes were because of COVID. So I was doing some backyard weddings, I was doing some weddings in hall with a smaller group. And so then I was getting, I was doing at the time graduation because people, you know, the kids were graduating, everything was all happening, and that's how Vanessa cuisine. So I had to come up with a name.
SPEAKER_00:So so you what you built is pretty impressive, uh very impressive. It's so it started as in the and what you've described as that small catering venture. Yes, during that period. It's now grown into a a thriving business, and your products what I found interesting with what as I was reading the citation is that your products are on shelves in major retailers like Fresco. Yes. That is not an easy thing. It is tough to get on the grocery shelves or get space in in uh in freezers or or fridges in any grocery store. Um, what did the growth journey look like behind the scenes? So, you know, you you're in Fresco and then everyone assumes, oh well, it's you know, there must have been all kinds of steps about how do you scale it up? How do you how do you what what were the some of the things behind the scenes uh that either tested you or or that you learned from along the way to to where you are today?
SPEAKER_01:And so this is what I would say, and coming back to nursing. Nursing is who I am, it's what I do. And because I do it from the heart, everything I do, I do from the heart. So one of the menus that I made was, or items, we call it bake. Some Jamaicans may say festival. Like it's similar, it's not the same thing, right? And so they would come and they would talk about the customer, these brown things. Some people would say that they're festival, some people would say sweetcakes, or you know, everybody has a name for it. And they were talking about it, how good it was, right? I did a PD day for the teachers, and they made me a vendor for Waterloo District School Board. The kids are tagging me, reaching out, like check out Vanessa cuisine, word on the street, she's bad. And they said AF, you know, and I said to my daughter, what did you say?
SPEAKER_00:You're the same age and same vintage as me. I wouldn't know what that meant. I do now, but I didn't know.
SPEAKER_01:Right. But because we were talking about food, I wasn't even thinking, she said, it's okay, mom, you made it, right? So along the way, because I was still in the gray area, a friend said to me, Oh, Vanessa, you're cooking now, Waterloo District School Board is um, not school board, but small business is giving a grant. You do a course, so I applied for the course, did the course. And so that was what actually put me, you know, like so you I I registered my business, but then to be licensed and certified and insured and they do a great job with, especially for startups and solopreneurs, getting you started and licensing and all those sorts of things. And all those sort of things. So they took a chance. I mean, I could cook, I didn't know anything together.
SPEAKER_00:About the business.
SPEAKER_01:Right, about the business. So then they introduced me to the liftoff, right?
SPEAKER_00:So it's which is another lift off program, which is at SDG Lab.
SPEAKER_01:Right, yeah, right. So my coach was Ajoa from For All. Oh, wow. Right? Oh, yeah, that's right. Yeah, yeah, yeah. Yeah. So she was my coach, and so we decided that part of the program, you know, we wanted to make something. And so what I wanted to make, because this bake all of a sudden became this hit, right? So we're gonna, you know, get the packages, put it in a package, but when I realized that it was a double package, you gotta do the plastic and the box, and we were gonna call it bake in a box. We decided to do the mixes. So even though I created the first mix, and it's like a cake mix, created the mix, and then I was in an okay tropical omer Fresh Food, SMK. Like I went and the the love that I received, amazing. So while I was doing the sampling in OK Tropical, I said to one of the um customers, would you like to try? She said, I really don't like deep fry. I said, but you don't have to deep fry it. You can bake it and you can also add some coconut. She said, but then I said, Why don't you? So that's how we came up with the second product. So we got the regular and then we got the coconut.
SPEAKER_00:So you had a focus group at a when you were trying to pitch it at another group.
SPEAKER_01:Right. So, and they let me. I went to no frills. Like no frills, and like Derek says, Yeah, well, the person before him said yes, and when I went back, he was gone. But Derek says, Okay, if you bring them in to me, I'll take a look at it and see. So I left him with the packages and I came back and he said, you know what? I really like these packaging. I wish if this was something that I would have done when I was younger. And so I'm feeling nice now because he liked the packages and he said to me, you know what, I think I would try five, you know, five and five, because I had the regular and the regular coconut. So I brought him one, two, three, four, five. And when I brought it to him, he's like, What am I gonna do with this? I meant five cases. No, five cases.
SPEAKER_00:Okay, well that that's okay. So, so and this is that's actually maybe the way I'll ask this. So you come from healthcare and and you've already talked about love and you know, the integrated the way that you care about what you're making and who who's ultimately gonna you know use your pro or eat your product.
SPEAKER_02:Yeah.
SPEAKER_00:Um but compassion in in your business and and it's your part of your leadership style. How does that how do you kind of connect the two? You talked about nursing, you talked about making food. That the what's the what's the connector of those things?
SPEAKER_01:The connector because you're doing it with love, right? I always say to people, when you do something, you do it from the inside. When I had my patient, it didn't matter how short we were. I took that extra time, and that's why the family would say, Vanessa, we knew you were here, because their nails were cut, you know, their mouth was you know, was clean, their faces are shaved, like there was no excuse. I did it with all love, thinking that if it was me, this is what I would have liked for my mom, my dad, for whatever it is, right? So now I'm cooking and I'm making you some food. There are no shortcuts. I want you to eat that food. I want you to get joy from that food. I want you to enjoy that food, right? So anything that I do, I do it with all of me. And they said that I'm extra, right? That's how I'm known. Always above and beyond. But that's how I like to do things. And the same way into my cooking, if you order something from me, and I know you do a salad and whatever it is, I'll give you a little extra something that you did not even, you know, order, but just for you to try. And you would not believe it's just me. Even a girl for a young age in Guyana. And when you my my dad would say, Can you bring me two spoon of food? And I would bring the food and he said, Take it back. That's not two spoon. You know what I mean? So I I was always extra, and now I'm trying to kind of tone it down a little bit, but it's who I am.
SPEAKER_00:Okay. So you're you're you're successful as an entrepreneur, and and you've, you know, you're become, you know, you're you're with your brand and and some of the the um um the success you've had, you're a community figure. How do you use your business and your personal story to empower women or and and youth? I mean, this is it is a success story, and and you're, you know, it it it's it's uh uh the journey was not a straight line, and it's not one that you say, like, you know, it it's it's it's a unique set of circumstances. But how do you use your success to to empower or to encourage women and youth?
SPEAKER_01:And you know why that is so easy? And again, back to the nursing. Even when I was doing nursing, I was part of a woman's group, right? I was part of Aboriginal workers and worker colored group. I did the union stuff. So I listened to people in their problem. I went to the table and I bargained, right? So it was easy. Like some things was easy to do. Me listening to you, right? I always like to say, you know, to some, you know, talk to me. I can listen, you know, and that's what I do. It's not that I don't have problems, right? But listening to someone else's, right? And able to give them advice and to say, okay, me figuring out how I can help you, right? You don't have to do this alone. And I and this is what I say to people you ask for help, even if you think you may not get the answer that you want or the response. You know, just reach out.
SPEAKER_00:The Behind the Business Podcast is made possible through the support of our title sponsor, Gore Mutual. Proudly Canadian, Gore Mutual has stayed true to one purpose for more than 185 years: insurance that does good. It's the reason they exist. They believe that when we focus on being good, doing good, and spreading good, we all thrive together. We're grateful for their continued commitment to our local communities and the positive impact they make every day. For more information, visit goremutual.ca. Um so community is a is a big part of Waterdoo region as a whole. Like our neighborhoods, our townships, the different cities and different communities, community groups within each community. So uh I mean, I think this story, as I was reading uh your citation, it kind of embodies that spirit, right? Community and and connection. So at our recent small business awards, you were named Exceptional Small Business of the Year for 2025. And I think one of the things that I think you mentioned to me on that evening that made it pretty meaningful, is it was the community that was voting. It was you didn't put your own application, it was like people put your name and said, you know what, Vanessa should should, you know, this is who we wanted to relate. So you won because the community nominated and voted for you. What did that mean for you? Or what did that moment mean for you and and how has that community support grown and influenced the way you're building and growing the business?
SPEAKER_01:And that's why I had so much tears over Troy. Because I'm saying, look at what they've done for me, for us as in Vanessa cuisine. The love that I've received, that we've received, because it's it's no longer like an I thing, phenomenal, amazing, right? So it's like the community is voting for me. I don't even know who entered my name. I had to choose two out of the three nominations, right? And so, and I go to um like some places for pizza and stuff for my grandkids, you know, and I talk to them about it. And I I think I just have that spirit. I'm a people person. I talk to them, oh Vanessa, you know, and I told them that I was nominated, you know, can you vote? Don't worry, you're gonna win. And so they had more confidence in me, you know, than I did for myself, right? And so it is nice to see that the love and my business is the way it is. Vanessa cuisine is where it is because of the support, right? I went to No Frills and then I went to Fresco, and she said yes. She didn't have to say yes, right?
SPEAKER_00:I was making- You're quite a salesperson because that is not an easy thing to get them to say yes.
SPEAKER_01:Yes, and then I was doing a delivery, another delivery at Fresco one day, and a man was there, a guy was there, and you know, he was wearing his lanyar, pull out his phone, because I wear me everywhere I go, right? And Vanessa Cuisine, like you know, if you're in all these stores, it means that your products speak for itself. Would you like to go to you know our ed office and meet our buyers? I said, Of course I would. I would fly. You know, and so I went to Toronto listening, and the person called me. So you send me his information, he said, This is my name, this is the person's gonna call you. The person called me and I'm like, Oh my gosh, he's real, you know, because they tell you anything. Yeah, and I sat there and him saying to me that we would like to make you a vendor for so bees. So I'm meeting the buyers and he's telling me this. And I people look they think that I'm so tough, but I could be like such mush, like like jello, because I'm like, am I really hearing what he's saying to me? Is he actually saying, you know what I mean? That did I hear you right? Did I hear you right? You know, and so that's what he said. And he says, okay, we're gonna put start we in eight stores, looks at my packaging because my packages is just like English. Well, you know, when your packages are done, we'll get you bilingual market. I'm thinking, he's actually speaking French right now, okay? Because I'm hearing what I'm hearing, but it sounds so surreal. Like, how could you actually just meet someone?
SPEAKER_00:Well, that's when you know the product is the right thing. Because I mean all of those details about saying if you're gonna do business, I mean there's some requirements of you know, the bilingual, etc., etc., and and packaging. I mean, if they want your product and they're helping you deal with the hurdles, uh, that's incredible. Incredible. Yeah. Okay, so the the food industry is not an easy one to be in, because it and it continues to evolve and it's becoming I mean, there's just so many, I mean, the community the country is changing, our community is f changing, there's lots of different tastes, people want to experience things from around the world. Um, so I think that's one that I I mean I think is evident to anyone in in the food industry broadly. Um but what trends do you think are gonna shape the future of local culturally diverse um cuisine and and so whether it's the restaurant side or or or the packaging, like the consumer side, what do you think is is gonna drive those markets?
SPEAKER_01:Well, for me, I think what's gonna drive the market if if I continue with consistency, continue doing what I do, don't change it. Do you know what I mean? Yeah because at times when we see ourselves grow, we're starting to get greedy. And and that's the that's the way I call it. But this is who I am. I'm a person that does something no mediocre, right? Not halfway. I do it all the way. So I'm currently doing lunches in the French school at the daycare. Yeah, right, starting from a year and a half, like to four years old. And I did a piece, yeah, and I did a piece with uh CBC. I did a two-day trial, and the teacher said the kids would say, Madame, more. More, madame. So I'm now doing five days a week because what they were saying is that they were throwing so much food away in the garbage. And now the kids are eating, right? That brings me so much joy to hear that a parent knows who I am. Because, you know, they their you know, child had food, they ate, you know, but some of them would just say to me, Hey Vanessa, what did you put in this food? I usually have to feed, you know, my two-year-old, but she's eating by herself.
SPEAKER_00:So, so I mean so there's and it's interesting, the two sides are and in some respects are very different. I mean, you're doing the catering side on a on a five days a week in in a school, uh the package side is you know, you you talked about you you don't do anything half and you're you're extra, um, but it it your quality is important to you. So so if you think about whether it's and and I guess this is the question in order to scale and get bigger, what is the thing you're most worried about? Because quality is the one thing where you can say, am I gonna have to to outsource some of the the package stuff? Like, and how do I have quality control over making sure it's the same product you would make versus because you can do that, but you but there's some steps there.
SPEAKER_02:Yeah.
SPEAKER_00:So that's one side of it. So the growing and scaling in the package side. But also, like there's there's only one of you and you're in the school and you're in various places. How do you how do you manage that? How are you going to manage that that um the the the catering side when it when you know there again there's only one of you to to to manage both sides of that business?
SPEAKER_01:So because so we're right now, we have um our team has grown, you know, is and continue growing. So we are no longer able to just say, okay, guys, let's go to um because we go to Rockway and let's let's book the kitchen and pack. And we're taking, you know, like 20 cases to um fresco or wherever it is that the order is. Now I have to reach out to Root Tree to do the co-packing, right? I we would do the mixing because I would like to make sure that you know this it's the right measurement and all those kind of stuff. So we would do that, they would do the packaging for me because there are times where you have to say help.
SPEAKER_00:Yeah, yeah, yeah, yeah. Absolutely. And that's the part when you're when you get to that.
SPEAKER_01:Right.
SPEAKER_00:That's that scaling part.
SPEAKER_01:Scaly part. And even though the larger you order, the cheaper it is, I choose not to go as big. Why? Because the flower and because you're the best before date says, okay, um, a year. It gives you at least a year. I don't go a year. I stop at nine months at least, right? Because I still want you to have that freshness, right? I still want you to have quality. I don't want to make something or make more because I think I can make more money, right? I still want you to have that same, you know, freshness, that same joy, that same, you don't want to eat it and say, oh, this tastes, you know, yeah, yeah. Right.
SPEAKER_00:So that specialness still needs to stay there for what you create. Okay. Um time goes fast, and I know the number one commodity that most um entrepreneurs have is time. So we appreciate you spending some with us. But um, just as we wrap up, we've got a few rapid fire questions. But last question, you've accomplished a lot in a very short period of time, uh, relatively speaking, um, with Vanessa's cuisine. Um, from growing the business and the sort of the community recognition. I have to ask, what what's next? Is it is it to grow, is it to scale, or have you got new ideas? What's what's next for for you and Vanessa's cuisine?
SPEAKER_01:Well, it it's to scale because I got um Loblaws reaching out to me, right? They're interested in my product. And when you get these people reaching out, you're thinking, well, someone is playing a joke at me, right? Are they for real? But he was real, right? And he wanted to carry us into three to four of their store. Not one, not two. So it's amazing. So for me, is to continue, you know, to see if we can do it the same way, right? Ask for help when you need, you know, the help. I'll tell you this. When caught I got an email from Costco, okay? I'm a member of Costco. And when I saw the email, Costco email flyer is on your left-hand side. And I'm scrolling and I saw the email at the bottom. You know it's a real email. Yeah. And they're telling me that our information, you know, was you know, forward to them, you know, and they would like to know if I would be interested in doing roachho. And so I'm asking, what is a roachho?
SPEAKER_00:What does that mean?
SPEAKER_01:It's sampling, right? It's sampling. And so for me, that that's huge, knowing that I didn't come to you. You're coming to me, right? So, what I'm saying is continue do what you're doing, right? Look and and see where you need the help so that you can continue with quality, so that you can can continue doing the best, not mediocre. And I mean, and this is what I say to kids, you know, like the the school kids that I'm now talking to, because I go into the Catholic school board and I I do some mentorship. Success is not microwaveable, it's not shortcut. You gotta take the stairs. There's no elevator, it's hard work. But if you love what you do, do it from the heart. You know what I mean?
SPEAKER_00:Well, I tell you, you you know, the the the hardest thing for in most cases for business is you buzz comes from product or comes from from the thing you're building. So you've got you've got a buzz if you're getting Costco. Now that's a whole different kettle of fish. And let's say, my goodness gracious. I mean, just the thought of shopping at Costco and going, how would you possibly like that but that's a good problem to have uh and doing doing the taste test and say, hey, is this something because if they're interested in saying, hey, we'd like you to do it, then you'll you'll need you'll need to tap into your network of saying, how do I do you know, tens of thousands, not uh not hundreds?
SPEAKER_01:Well, you know what actually well not kind of scare me because there's what they're saying is that so they were breaking it down to me the expectations. So they would like to have at least a thousand to fifteen hundred pieces a day. And I'm sitting there and thinking the same thing, wow.
SPEAKER_00:Get the buzz going and you'll you'll figure out a way through different backwards. Listen, just as we and we asked the same series of questions, because this I think I said I've said off the top or many times, this is about your story and it's about entrepreneurs, but it's also about leadership. And so I always ask the same series of questions to folks because it's always interesting to see how how people answer them. So um if you could go back and tell your younger self something, what would it be?
SPEAKER_01:Believe in yourself. That's believe in yourself.
SPEAKER_00:Yeah, and it's it's uh that's a pretty important one. Even when no one else does, that's that's an important one. Who are what inspires you most in your in your journey, in your day-to-day?
SPEAKER_01:My grandkids. My grandkids. And my granddaughter is nine, and she wants her first job to be Vanessa Squisine. Oh, that's awesome. Yes, amazing.
SPEAKER_00:My daughters don't want to work with me, but that's it. It's nice that your granddaughter does. Um if you weren't in your so you've nursing and you're doing what you're doing, but if you were, if you took yourself out and said you weren't doing either one of those things, what would you what would you do if you weren't, if you weren't, if those weren't your fields you've been in?
SPEAKER_01:Uh I would do some leadership, some counseling, some women's groups, some, you know what I like, you know, kind of interacting. I love people. And so that's where you will find me.
SPEAKER_00:I'm a peak person. People person. That's good. Uh are you reading a book or uh are you listening to a podcast? What is what keeps your attention when you're not thinking about Vanessa's cuisine?
SPEAKER_01:Well, uh coming from the liftoff, they gave me a book and it's called Um The Obstacle Is the Way. I love it. You know, amazing. But the podcast that I'm currently listening to is not done yet. Amazing.
SPEAKER_00:And it's who does that? Is it is it business oriented? What's what is it?
SPEAKER_01:My son, Quincy Simon.
SPEAKER_00:Oh, really? Wow. Well, you don't have to go far afield, and he can tell you when the podcast is.
SPEAKER_01:Yes, because I mean we I did a sitting with him because he's saying, like, you know, the like the um out there, the community is saying, why don't you, you know, do a podcast with your mom? And so we finally sat down and do one. So it was nice. And when he asked me that question, you know, you know, when do you think, you know, or at that time you will feel that you're not done yet.
SPEAKER_00:I like it. That's a good that's great. Um everyone's got their personal go-to's. What's your favorite local business here in Waterloo Region or in your community?
SPEAKER_01:Um, I would say okay tropical. I don't have like, you know, because those are the places that I shop, OK Tropical, Oma Fresh Food. Like those are places. Yeah.
SPEAKER_00:That's great. Um, and and just as we wrap up, where's the best place for someone to connect with you? So if they want to get in touch with you uh or or learn more about you, your work, Vanessa's cuisine, where do they find you?
SPEAKER_01:Vanessa's cuisine underscore KW or Vanessa'scuisine.com.
SPEAKER_00:Okay. So that's that's uh we'll look forward to people will and they can order food there.
SPEAKER_01:And they can order food, yes. So it'll tell them that they have to put it in their order at such time because it's not a restaurant.
SPEAKER_00:Yeah, it's not a restaurant, but but they you can you can place for events or programs or or whatever. So that's great. Listen, um, as I said, thank you. Uh you know, sounds like you got a lot on your plate and a lot to consider. So thank you for spending some of your precious time with us today. Really appreciate it.
SPEAKER_01:Thank you. It's my pleasure. Thank you for having me. I don't take these things lightly. You know, I talk about it for so long once they reached out to say, well, you know, would you like to do a podcast? And they'll and that's why they said, but that's you're so extra. So thank you.
SPEAKER_00:Well, thank you. And it's it's been a great, it's a fascinating story or a success story. I appreciate you taking talking.
SPEAKER_01:Thank you so much. I appreciate it. Thank you.
SPEAKER_00:Thank you for joining us for another episode of Behind the Business, proudly presented by Gore Mutual, insurance that does good. New episodes drop every Thursday, so be sure to tune in next week. You can also visit greater kwchamber.com to catch up on past episodes anytime. We'll see you next time as we continue to go behind the business.
