We are back with another great local eatery! During the summer is the best time time to get out and grab some sweet treats.
We wanted to know more behind the amazing Seed Confections, an expert business at creating hand-crafted artisan chocolate and confection. You can find Seed Confections over at the Ross Street Food District, located at 159 Ross St. Genevieve Kroeker is the owner of this wonderful shop, and we connected with her to learn about her story and the formation of Seed!
1) What is the story behind starting Seed Confections? Why did you choose to start this venture?
Honestly, I never really intended on opening a business. After living in Vancouver where I learned about and worked with chocolate for 6 years, I moved back to St. Thomas (where I was born and raised) to figure out my next step in life. After a little job hunting, I had a job offer in Toronto and was set to move. Unfortunately, a family member had a serious accident and I chose to stay to be close during recovery. When I realized I wanted to settle down in St. Thomas, I soon found no one was making chocolate and confections the way I wanted to. So to keep doing what I love, I started Seed. It started out of my home for a month, and then I moved quickly into a commercial kitchen. The rest is history!
2) What do you hope is the impact Seed Confections has on the St. Thomas community?
When I was first figuring out what Seed would be, I knew I wanted it to be a space where everyone felt welcome, and there was an abundance of sugar and treats to brighten people’s days. Another priority, when able, was to give back to our customers and community. We love interacting with our customers, getting to know them, and creating real connections with our community. You can find us at community events quite often. In our first year, we created #givewithseed. This was our way to give back to the community, with the help of the community. We have run #givewithseed campaigns in a couple different ways now; some times we have raised money through sales and donations on our anniversaries, or we have connected community members for holiday gift programs. We also continue to donate to local events. To date, we have raised and donated almost $15,000 back into St. Thomas. We hope Seed provides an experience for our customers that they will cherish and enjoy. We get to be involved in baby showers, weddings, birthdays, and may significant life events. How lucky are we that we can make those days just a little sweeter?
3) Since you've opened, what has been your favourite part of operating your business?
I believe my favourite part of business will always be the ability to be in the kitchen making chocolate and sweets. I love getting to talk to our customers and connecting with people, but chocolate is my passion. There are a lot of business aspects that are hard and tedious, but in the kitchen, that’s the joy of the job! I never want to be an owner who isn’t hands on in the kitchen. So no, you probably won’t find us opening multiple locations. We love St. Thomas and operating in this community is an honour.
4) Is there anything up and coming that you would like to share?
At Seed, we always have something in the works. Maybe we have more ideas than time some days, but having dreams is good! We have an expansion planned for next year. It’s a project that is still in the works which, I believe, will help a lot of other food businesses get off the ground and running. It will also give us the ability to diversify and add more events in the area as well, so keep an eye out for the launch of that.
IF YOU GO🍬
Seed Confections is located at 159 Ross Street.
It is not down in any map; true places never are.