(0:43) Tell me about the background of the Art of Charcuterie?

It started with a love of socializing, getting together, and my career as an event planner at Studio 96 in Edmonton. I used to make platters for potlucks, and had once created this “masterpiece of charcuterie.” It was almost like painting a picture with food. I realized then, at 52 years old, that this was my new business!

I started by learning more about becoming a licensed food handler, acquiring a kitchen space, and eventually launching an instagram account to begin promoting creations. Using previous contacts, I would show up to events with food creations—something no one else was doing at the time. Of course, there was also a lot to learn about sourcing products, promoting, and creating a business.

After having used Meuwley’s meat exclusively, I joined their team as a charcuterie board designer, seeing as they no longer had the time to create them and they enjoyed my overall vision. Of course, shortly after, the COVID-19 Pandemic hit and cancelled most of the events which at the time were the bulk of my business.

(3:21) When COVID hit, many restaurants pivoted to charcuterie boards. Was there an attempt to tap into the at-home sales, like other businesses had?

The day before COVID hit, I had just had my first exhibition with the Edmonton Chamber of Commerce. The experience of making charcuterie boxes was helpful. During the initial closures, I began researching suppliers for boxes and had plenty of time to play and experiment.

After settling on a product, I sent my demo boxes over to Meuwley’s. As soon as they saw what I had made, they brought me on board under my own brand name. They were very collaborative and allowed me to launch my brand while leasing space for free from them. The experience showed just how much a larger business can help a smaller business with collaborative marketing and mentoring.

People have always sent flowers, but now they can send something more nourishing. It’s a new experience for the city.

(6:30) Are you seeking out new engagements, or do they tend to happen organically?

It happens organically. I’m a heart-forward person, so I’m always looking to connect with local people. We can help each other out, support each other, and organically help each other grow. Unfortunately, with the current climate, I can’t look too far ahead. An ongoing business plan is a check-in with your current strategy—looking for the pulse of the trends while staying true to what you do and who you are.

To grow slowly in these times is good, because you work everything out for the next big step. I have enjoyed learning as I go, taking everything in, and preparing for those big changes.

(8:45) Earlier you said “I had no idea what I was getting into,” and I feel that’s true for many entrepreneurs. Many have said, “had I known all of the complexity involved, I wouldn’t have done it at all.” What are your thoughts on that?

There are so many by-laws, and so much accounting—things I’m not personally strong in. It’s important to get on top of these challenges as your business grows. Had I known the complexity, I likely would have stayed small. But, knowing what I know now, it’s all about having a good team around you when you begin to feel overwhelmed.

To see how Diana builds her stunning charcuterie boards, jump ahead to 10:20!