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Why they didn’t take the Dragons' Den deal

In April 2010 Corin and Brian recorded a segment for CBC's famed reality show Dragons' Den. The show finally aired on November 17, 2010, and the show's segment producer, Molly Duignan, said it was the fastest deal ever made in the history of the Den.

Ultimately, the TV deal wasn't finalized, but the couple did receive valuable advice on how to business plan by the week, budget for success and to keep focused on your store shelves from Jim Treliving and his investment group at Boston Pizza.

A deal was not reached because of several reasons. One reason was it likely meant moving the operations off Coast and that's something Corin and Brian didn't want to do. Their friends and family are here on the Coast. The promotion from the CBC show also gave the business an incredible boost; following the airing of their episode, the company generated over $1.5 million in internet sales alone.

Since their appearance on Dragons’ Den, the company has continued to expand with a new nut-free manufacturing facility in Gibsons B.C. They have 15 full-time employees. Their cereal line now includes Holy Crap, Skinny B and Wild Chia.

“I get amazing energy from hearing first hand how my cereals are benefiting my customer’s health and well being,” says Corin.

Corin’s advice to all new business owners is that real time knowledge is key, “Stay focused, know your product and customers, know your market, keep your books in order and in our case have multiple suppliers.” “The goal of our business is very simple, we want to see our Canadian cereals sold around the world in the very best stores,” says Corin.


12 comments

  • Found you at London Drugs too!! Fabulous

    Julie
  • I was thrilled to find your products now on the Save-On Foods shelf here in Powell River. It is my No. 1 grocery store and it now handles a No. 1 BC Cereal Product.

    Sharon
  • I've thrown out my daily (hated taking it)
    metimucil physillium powder, your holy crap
    cereal is the best hi fibre food I've EVER
    had…thank you from the bottom of my…
    or should I just say bottom!!!!

    M.P. Decker
  • since vewing your presentation on dragons den our family decided to try your cereal. I was not that fond of Skinny-B but we both loved Holy Crap, which, since we do not like saying Holy Crap call our "Happy (Hapi) cereal"

    Jane Kennedy
  • I was thrilled to find Holy Crap at Foodstuffs, downtown Georgetown, ON. I don't start my morning without it.
    Congratulations on the success of your products!

    Rosemary

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