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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