SAVING THE WORLD… ONE BUTT AT A TIME

By Sheima Benembarek

What’s it take to get consumers to pay attention to environmentalism these days? Consider an event by Tushy, a Canadian BIPOC and female-founded company that transformed from a tech start-up into a globally-recognized bathroom brand. It stands behind those who fight for the environment, even if it’s just by washing their behind instead of using toilet paper. (The toilet paper industry has contributed to the deforestation of 28 million acres of Canadian forests since 1996, after all.) For World Environment Day this summer, the brand, founded by Miki Agrawal (pictured), collaborated with photographer Ara Coutts for a free, one-of-a-kind, adults-only gallery exhibit called “Asshole Activists.” What’s so special about it? Lots of (very) close-up photographs of real rears as a unique way to bring awareness to this important environmental issue. “Tushy saves your butt, your wallet and the planet,” shares Justin Reekie, VP of marketing at Tushy.

FOR THE FIRST TIME IN, WELL, EVER, Canadian ice cream giant Chapman’s is collaborating with another business for a premium coffee blend ice cream flavour release. Their pick of partner? An increasingly popular, cause-driven and Ojibway-led coffee company called Birch Bark Coffee.

When the founder (and band member of the Whitefish River First Nation) Mark Marsolais-Nahwegahbow was setting up the Ottawa-based business in 2018, he knew he couldn’t afford a brick-and-mortar shop. “I was introduced to e-commerce, through Shopify, and I brought on a team to help me out. Within about 30 days, we received a call from them to tell us that they were highlighting my business.” Shopify spotlighted several Indigenous companies of note for National Indigenous History Month, with a special focus on Marsolais-Nahwegahbow’s offering.

Soon after, small mom-and-pop stores began asking to carry his product. Then big retailers, like Metro Glebe, came knocking and food services like Chartwells Compass Canada, Sodexo and Aramark followed suit. As the company’s marketing picked up, the Chapman family got in touch with an offer for a special partnership. They wanted to use Birch Bark coffee concentrate, a special cold brew, to make coffee ice cream and release it this spring.

“I had no idea that I was going to take off and go viral like I did. Really, all I wanted to do was bring education and awareness to the many problems that nobody’s really doing anything about. Coffee can make a difference.” SB

Liz Geraghty

CMO, International, Wendy’s

Starting her Wendy’s career in 2008 as VP of new product offerings, Liz Geraghty has led the QSR’s marketing since 2020, where her efforts reach over 30 countries. Her tenure has seen the launch of iconic menu items such as the Apple Pecan Chicken Salad, Spicy Nuggets and Cut Sea Salt Fries, and she’s also the mastermind behind the transit-riding, breakfast-eating viral sensation, French Toast Guy. Geraghty is a class act at heart, evident in her go-to Wendy’s order: a Dave’s Single.

Where do you generally find inspiration?

I love to read and listen to audio books or podcasts. I’m currently listening to the autobiography Surrender by Bono, the lead singer of U2. It’s a personal and fascinating story that in some ways is a love story about his relationships with his family and band mates. It’s those relationships and the love that surrounds them that inspires the band’s continued creativity for over 35 years. I believe that having people and experiences in your life that bring you joy is a way to fuel your creative spirit.

I also like the theme of the book, Atomic Habits, and enjoyed listening to the author James Clear. It’s a simple, yet powerful idea that big changes come from the small things you do every day. He also debunks the myth that people fail at changing their habits because of a lack motivation. He believes most people fail because of a lack of clarity. For example, if you want to eat healthy or exercise more, you need to schedule that time into your day. Once you do, the positive feelings that emerge from these small changes become a virtuous circle.

Is there something that has inspired you most over your career?

I’ve been most inspired by people who bring and give energy. When I’m around leaders who give energy, my energy increases to match theirs. I always try to surround myself with smart people because, just like playing sports, when you play with a person or team who is better, your game naturally improves.

What media are you following now?

Outside of everything related to food and restaurants, I love podcasts or audio books, especially those focused on non-fiction or historical fiction. My favourite podcast of the past five years was a piece about the rock band Scorpions and the role they might have played in the fall of the Soviet Union with their song, “Wind of Change.” I find that kind of stuff fascinating.

If you weren’t doing what you’re doing...?

I would probably be a struggling actor. I wouldn’t be very good at it (hence struggling), but I love the theatre. I love telling stories, and I’ve always dreamed of being a performer.