Thanksgiving Message: Zoey Shamai, Tonica Kombucha

Canadian brand owner Zoey Shamai posted an honest account on LinkedIn listing the reasons that owners of kombucha companies should give thanks for being part of this industry, even those who have “needed to pivot in new directions this year, saying goodbye to what you’ve built, no one and no thing can take away what you’ve poured your heart into.” It’s reprinted here with her express permission.

Many years ago [in Dec 2015], I slayed the Dragon’s Den!

I didn’t end up taking the deal, and remaining the sole owner of Tonica Kombucha over the past 1.5+ decades has not always been a sparkly walk in the park.

I know many of you owner-operators/entrepreneurs/hustlers can relate to these pics — smiling on camera and then immediately high-tailing it back to your kitchen/office/car to finish:

• your last brew/ batch/ blend.
• triple-check the packing slips match the deliveries set for tomorrow.
• respond to the 20 emails that have piled up since your last meeting.
• re-do the schedule for the next 3 days as one staff is sick and another is going through a hard time and needs a day, but you committed to stock a massive promo for a retailer and can’t let them down.
• try to wrap your head around the maze-like promo grid and might-as-well-be-greek submission info your broker needs urgent approval on.
• And all while hustling to get everything done before dinner plans you’ve cancelled twice before & might risk burning it all up because you literally can’t leave your desk till you’ve crossed off all the MUST DO on the list!

Wooowwweeee! Being an entrepreneur is NOT an easy go; and it’s def a lot more than the flash & insta fame of what’s captured on camera.

The literal blood, sweat and tears that create the diamonds that glitter in the light of these posts are the real gems.

And whether in this moment your company is going through good times or challenges, or as so many have needed to pivot in new directions this year saying goodbye to what you’ve built, no one and no thing can take away what you’ve poured your heart into.

So today, reminded of giving thanks by our neighbors to the south – it’s the perfect opportunity to give ourselves a huge congrats for killing it no matter what cards we were dealt! For bringing our dreams to life, and for being our very own Super-heroes through it all. Cheers and Amen to us all!

Dragon’s Den Pitch

Here’s the pitch and a summary of the outcome.

Zoey sought $125,000 for a 25% equity stake.

Key Highlights:

• Market Traction: Tonica already sells in over 200 stores across Canada, generating $135,000 in revenue the previous year.
• Growth Projections: Zoey projects sales of $303,000 for the current year, demonstrating ambitious growth.
• Profitability: The product boasts an impressive 71% margin, costing $0.75 per bottle and retailing for $3.99.

Dragons’ Reactions:

• Enthusiasm for Product: The Dragons appreciate the taste and health benefits, praising Tonica’s flavor and market positioning.
• Investment Interest: Multiple Dragons express strong interest, leading to competing offers.

The Offers:

• Jim Treliving: Offers $125,000 for 25% equity with a 50% say in business decisions.
• Arlene Dickinson: Initially offers $125,000 for 25% equity with a 10% royalty until her investment is recouped.

Key Quotes:

• Zoey on kombucha: “For over 2,000 years, yogis have revered an ancient tonic for its innate ability to improve digestion, increase energy, and reduce belly fat… 80 percent of the immune system resides in your gut so if you have a healthy belly you have a healthy body.”
• Kevin O’Leary on kombucha: “So do I buy it because I like the flavor and it quenches thirst, or do I want to flush my lower colon?” Answer: “It’s the new age. You do it for both reasons.”

SYMBIOSIS Magazine

I interviewed Zoey for the Women in Business feature in the Winter 2020 edition of SYMBIOSIS Magazine. She acknowledged her humble origins and ambitious plans: 

In 2008, she began brewing small batches in her kitchen. Originally called Fairy’s Tonic, her kombucha generated interest amongst her yoga students, and local health food stores began to stock it. At the time, she was brewing around four gallons of her tonic a week.

Tonica has branched out to supply private-label kombucha for large retail chains. Zoey notes that “we keep expanding and innovating. National chains carry us because of the accessibility of our flavor profiles. My goal is to make this incredible health tonic available to as many people as possible. Our recipe aims to appeal to people acclimatized to drinking sodas and beers.”

Tonica Kombucha was originally profiled in Booch News on July 3, 2019.