Brewing Change
When Caroline, founder of ITSO Coffee, returned from a trip to her hometown in Kenya, she brought back more than just souvenirs – she carried the spark of a new business, quite literally in her hands. Today, that spark has ignited into a growing brand rooted in quality, community, and impact, one that’s recently won the 2024 ROOTREE FOUNDATION™.
From Pipettes to Pour-Overs
Born and raised on a coffee farm in Kenya, Caroline’s relationship with coffee was always rooted in its cultivation, not its consumption. “Kenyans never really tasted coffee,” she says. “My grandmother has never tasted coffee – she’s a tea drinker.” After moving to North America, Caroline pursued an undergraduate degree in biomedical research, followed by a master’s in nursing, leading to a decade-long career as a nurse.
During her visit back home, she stopped by a local café and was struck by the quality of the local beans. Inspired and intrigued, she brought eight packs home as souvenirs. “They loved it and wanted more,” she recalls. That simple act of sharing soon transformed into a mission.
Building a Business, One Bean at a Time
Caroline launched ITSO Coffee with a bold idea: to import roasted coffee directly from farmers she knew in Kenya. But she quickly learned an important early lesson – importing roasted beans was expensive and not scalable. “It was a very bad business mistake,” she admits, “so I pivoted.”
She shifted to importing green coffee beans and roasting them locally in Burlington, Ontario. With that move, ITSO Coffee took off – selling at farmers’ markets, offering corporate coffee services, and joining Toronto’s rising Coffee Party scene. Along the way, Caroline discovered a love for connecting with consumers face-to-face. “This generation loves experimental drinks,” she says. From protein brews to coffee freezies, ITSO’s offerings reflect both creativity and consumer feedback.
A Family Business in More Ways Than One
Juggling life as a mom and business owner hasn’t slowed Caroline down, but rather, it’s inspired her. Her two daughters are deeply involved with the brand, each bringing their unique talents to the table. “The youngest is editing on CapCut, and the oldest is focused on packaging presentation,” she says. “I’ve learned to just let them figure out what parts they like in the business.”
Together, they’re not just selling coffee – they’re building a women-owned brand.
ITSO’s Impact
Caroline’s understanding of the coffee supply chain runs deep. She knew firsthand that farmers often saw little profit due to layers of intermediaries. “What if I bought the coffee directly from the producers – my neighbours, my uncles, my family – and brought it here?” she thought.
This direct-trade model now forms the backbone of ITSO Coffee’s mission. By sourcing green coffee beans from known producers, Caroline ensures both quality and fair compensation. But it doesn’t stop there.
Women Uplifting Women
Shortly after launching ITSO, Caroline joined a cooperative of women supporting each other through microloans, mentorship, and coffee. “We loved each other instantly,” she says. “They loved my energy, and I loved what they were doing.”
One major focus of the group is empowering the next generation. “The big problem is that youth don’t want to farm anymore,” she explains. The cooperative’s youth initiative teaches skills like natural processing and dynamic farming techniques, showing young people the many ways to be an entrepreneur in coffee.
“There are so many ways of being part of coffee beyond farming,” she adds. “These women are lifting their communities – and teaching others to do the same.”
Ready to Compete: The New Packaging
When Caroline first launched ITSO Coffee, her packaging was simple kraft bags with stickers – telling her story, but not retail-ready. “Distributors kept telling me, ‘It’s cute, but it won’t compete,’” she says. “I didn’t realize that to even be sure about where your business is going, you have to have good packaging.”
This is when she discovered the ROOTREE FOUNDATION™, she applied the night before the deadline and won. The ROOTREE FOUNDATION™ is about helping businesses be market ready, through packaging design, pouch production, product photography, and so much more!
“It was overwhelming,” she laughs, describing the design process. “I had it down to maybe seven designs and couldn’t pick just one – I had to get my friends and family to vote.”
But when she finally held the finished pouch in her hands? “I was so impressed. The first thing I did was put coffee beans in it.”
The final packaging reflects Caroline’s love for impact – not just in sourcing, but in sustainability too. “I wanted something that could hold everything ITSO stands for,” she says.
Connecting Through Coffee
While markets and festivals are part of the grind, ITSO Coffee is also making its way into corporate spaces. One breakthrough came when Caroline was approached after a TechTO event by an organiser who asked if she’d be interested in partnering on coffee service.
“I said ‘yes’ – and figured it out fast,” she says. From securing equipment to executing the service, the event was a hit. “It felt amazing to introduce so many people to African beans and specialty coffee,” she says. “It’s about awareness – and giving people a taste of something different.”
Lessons Learned on the Entrepreneurial Path
Entrepreneurship hasn’t come without its hurdles. Caroline is honest about the tough moments, “I know there are going to be a lot more…but I’ve learned to move fast and adapt.” she says.
Still, the wins make it worthwhile. From positive customer feedback to unexpected opportunities, she finds motivation in connection. “Some of my really happy moments have been getting that customer appreciation, getting to connect with our community…it’s so powerful when you have a community that surrounds you with that love for you to succeed.”
A Ripple Effect
For Caroline, the ROOTREE FOUNDATION™ win is more than a business milestone – it’s a moment of empowerment. “It empowered me to empower the women I’m working with; it’s like a domino effect.”
Caroline’s approach to coffee is rooted in purpose, grounded in community, and always evolving. Whether she’s dancing at the Coffee Party or perfecting her next experimental brew, her passion is clear.
“We want to meet people where they are,” she says. “And give them something that’s quality, impactful – and fun.”