Building a Brand on Purpose & Resilience with Crave Cupcakes Co-Founders

Co-founders of Crave Cupcakes, Jodi Willoughby and Carolyne
McIntyre-Jackson, built a baking empire serving up cakes,
cupcakes and delicious treats in Calgary, Edmonton and Saskatoon.
Known for sweet indulgences made from scratch - Jodi and Carolyn
built Crave with a few family recipes and now have over 100
employees who happen to be 99.9 percent women. We talk about
the delicious cupcakes, yes - but we also dig into a conversation
around resiliency, values and leaning into our purpose. Over 15
years in business, they’ve weathered so many business challenges;
and one thing they’ve honed in on is: always coming back to the
WHY behind what you do when things get tough.


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