Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Dr. Rao Sanaullah Khan, Founder of True Choice Foods Inc., located in Winnipeg, Manitoba, Canada.

What's your business, and who are your customers?

The idea of adding protein to the fruit jams is unique. We did a bit of market research to find out what is being offered by the leading brands in this segment of the market. It is quite astonishing to know that there is not a single jam in the market that has added protein. We decided to re-imagine the jams by adding extra protein using only natural ingredients. We successfully developed higher protein jams using Whey protein Isolates, Flax Seeds, and Hemp Seeds. We went a step further in improving nutrition by eliminating all the additives and preservatives. Why should there be any chemical or additive in a food product that does not give any nutrition to the consumers. Now You have a fruit preserve/jam that offers you a higher protein while making you feel good. And the last but not the least aspect of food product development is the taste… What is the point of creating a food product that is claimed healthy and tastes like medicine? We want our products to be more of an experience that supports a healthy lifestyle.

Tell us about yourself

Vision To feed the world with higher protein foods by developing innovative food products that are low in total calories and free from synthetic preservatives/chemicals, Mission To find a nutritional gap among current range of products and address it by developing better products using natural ingredients. About us, Dr. Rao Sanaullah Khan| Ph.D. Food Technology & Vikas Nair| Biotech Engineer, founded True Choice Foods Inc. Winnipeg, MB, Canada in 2021 with an aim to develop functional foods products that will enhance the well-being of our community by reducing calories intake while enhancing protein intake through innovative yet natural food products that are free from synthetic preservatives. We believe in “Let Food Be Your Medicine” to ensure better health and wellness. “True Choice Foods takes pride in being a pioneer of introducing Higher Protein Jams in Canada.”

What's your biggest accomplishment as a business owner?

So far, within a Year 2021, Sobeys and Red River Coop approved us as a Vendor. A big achievement considering the COVID-19 scenario when we started this business in February 2021.

What's one of the hardest things that come with being a business owner?

Managing Finance and Time.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Secure one year of finance for yourself & business, Prepare a strong marketing plan, Go for a unique idea.

Is there anything else you'd like to share?

Never choose business partners based upon their financial strength; rather, look for passionate people about business. Very very crucial to have a similar approach towards business among the business partners.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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