Amplify Your Business


Episode 162: Tomato Wheels

Featuring Moirae Choquette of Tomato Wheels

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For Episode 162 of Amplify Your Business, we’re joined by Moirae Choquette, the founder and CEO of Tomato Wheels. Tomato Wheels has gone through many incarnations since it got its start in 2020 as an Italian spice company, creating what Moirae dubbed “Pasta Cheaters,” which were different spice profiles of dried herbs for people who couldn’t cook. When the pandemic hit, Moirae’s suppliers in Italy stopped responding to her attempts at contact, and so she was forced to shift the business focus of Tomato Wheels. From there, the brand pivoted into kitchen utensils made with stronger but lighter wood, kitchen towels, and eventually, into sparkling red wine.

To learn more, check out Tomato Wheels on Instagram, TikTok, Facebook, or LinkedIn, and keep an eye on their website to learn when their Lambruso hits the Alberta market.


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00:00 - Intro

00:57 - What are three key things you think every entrepreneur should know?

03:37 - What’s in the bag?

05:30 - How did you start Tomato Wheels?

10:05 - Describe your Lambrusco.

10:41 - Why have I never heard of this wine before?

12:27 - When you bring on an expert like Brad Royale, is helping at the wine-making stage?

13:51 - What is the process to importing wine from Italy?

15:15 - How do you get your product into the Liquor Control Board in Alberta?

16:23 - What is your plan to tackle consumer education?

17:48 - Will you be doing tastings for your Lambrusco in liquor stores in Alberta?

19:34 - Do you have any plans to expand your line of wines in the future?

21:06 - What do you think your biggest challenge over the next 12 months will be?

22:01 - When is your Lambrusco hitting the Alberta market?

22:10 - What will people be able to find your Labrusco once it hits the market?

23:05 - As an entrepreneur, how was the experience of constantly reinventing the brand Tomato Wheels?

26:00 - If you could write a letter to your younger self, what would you say?

27:07- If you had a $1 million to spend on your business at this point in your trajectory, what would you do differently?

28:11 - What do you consider to be the biggest challenges and rewards of entrepreneurship?

32:55 - How can people find Tomato Wheels?

33:37 - Outro 

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