Jennifer Carlson, Founder of Baby Gourmet, always knew she would start a business; but it wasn’t until she had her first child that inspiration hit. Frustrated by the quality and content of the food available to babies in grocery stores, she decided she would never serve her child anything she wouldn’t eat herself, and Baby Gourmet was born.
A true entrepreneur, Jennifer began selling her homemade baby food at her local Calgary Farmer’s Market in 2006. The farmer’s market was a great place for market research where she incorporated the feedback from the local moms buying her food into building her growth strategy
By 2008 Baby Gourmet was grossing more than 30k monthly at which point Jen made the courageous decision to close her booth, discontinue sales and focus all attention on scaling her brand nationally. Jen spent two years researching how to commercialize her business; raising capital and acquiring a team to assist in following her passion for changing the way people feed their children. In 2011 after successfully securing distribution across Canada’s largest grocery retailers such as Walmart Canada and Loblaws stores, Jen was named 2011 Ernst & Young’s Emerging Entrepreneur of the Year (Prairies). In 2012 Jen was named one of Avenue Magazine’s Top 40 Under 40 list honoring exceptional people active in the Calgary business community. In 2012 she was the recipient of the Star Women in Grocery award receiving national recognition for innovation, influence, leadership and dedication in the grocery industry.
Since founding Baby Gourmet, Jen and her story have been featured in countless media outlets including The Huffington Post, Chatelaine Magazine, Today’s Parent, The Globe & Mail, The Financial Post, Shannon Skinner’s Extraordinary Women TV, CTV News, Women of Influence, Global Toronto, “The Incredibility Factor” by Teresa Cruz, CNN Money and Food Network’s Food Factory.
Today across Canada her product is available in 90% of where all baby food is sold with 20% market share in the baby food category, doubling sales for the third year in a row. Overcoming many obstacles, Baby Gourmet is now Canada’s leading organic baby food brand. In early 2014, she focused her attention on healthy kids snacking and has launched two product lines in the U.S. through Safeway and Target locations nationwide (2200+ stores) and has joined Huffington Post Canada as a parenting expert.
Jen is the mother of two well-‐fed children, a visionary, an innovator and an inspirational speaker to women, entrepreneurs and students with big dreams!