Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Jeffrey Fenton, owner of Moment Coffee Company, located in Toronto, Canada.

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

My business - Moment Coffee Company - provides delicious, specialty-roasted coffee with unparalleled customer service. Our customers are those who love two things - incredible, locally-roasted coffee and personalized and approachable service.

Tell us about yourself

I'm a Canadian entrepreneur who is absolutely obsessed with creating and sharing incredible experiences. Coffee, to me, is an important part of a shared experience. So naturally, I gravitated towards launching a brand in this space. What motivates me each day is knowing that the experience my customers enjoy is made up of a bunch of little details. And that I've given painstaking thought to those details.

What's your biggest accomplishment as a business owner?

My biggest accomplishment is delighting a customer, plain and simple. Having someone email me to tell me how much they appreciate the thought and care I've invested into their coffee experience is incredibly exciting, and humbling.

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

Carrying the weight of many decisions - and significant uncertainty regarding those decisions - on your shoulders. It can feel exhausting, and it can be challenging (especially with perfectionistic tendencies).

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

  1. Ask yourself: why might someone NOT buy this product? We always look to why something will succeed (confirmation bias) but don't often consider why it might fail (and how we can address those issues)
  2. Be passionate either about the product/industry itself or your role in bringing the product/service to life. You need a passion for at least one of those, in my opinion. I don't think this idea of "loving what you create" is necessary, but you need to be in love with some element of the experience beyond just wanting to get rich.
  3. Don't take yourself so f*cking seriously. We're creating products and services not saving someone's life in an emergency room.

Is there anything else you'd like to share?

Follow your heart and trust that the dots will connect.

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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