Meet James - The Custodian of Culture and Chief Idea Officer of one of the fastest-growing private companies in Canada.
With humble beginnings of acquiring a failing gelato shop in the midst of a recession with $1800 in his pocket, James’ disruptive vision for doing business differently, honesty in craft, and creative innovation of the Consumer packaged goods space, has charted a course for Fiasco's business model and led to its success.
Being a serial entrepreneur, his career started shovelling walks to help pay the rent, then bagging groceries on his 14th birthday for $5/hr. After a few other endeavours that always had the intention of helping others, James landed on his feet with Fiasco, and drew on his prior knowledge of building brands like Kicking Horse Coffee, to help draw the blueprint. Taking that knowledge and infusing it with lessons in leadership ranging from Nelson Mandela to Richard Branson, his creative and innovative approach to vision and people has led to building something that matters.
A man of passion and enthusiasm, James leaves it better than he found it. Bringing his dream of a “not-only-for-profit” business that not only sells great products but helps make the world a better place is now a reality.
MIKE MCGREGOR (A.K.A GREGOR): PARTNER RELATIONS LEAD - EAST
What sets Fiasco apart? There are a million and one things that set Fiasco apart, but one of the biggest ones for me is the scope & criteria of our decision making process. At Fiasco, it isn’t only about dollars and cents or the bottom line. Sure we have to be financially responsible, but only so we can continue to do what we do. What really matters is the impact we can have with our decisions - both internally and externally in our communities. When we look back to our core values, that’s what actually drives our decision making. I think so few companies truly live their values the way Fiasco does and that’s something that really sets us apart. If it’s a question or opportunity that is aligned with what we care about, then we will find a way to yes.
JAKE MACDONALD (A.K.A JACOBA): JACK OF ALL TRADES BUT CURRENT PARTNER RELATIONS LEAD - WEST
Jake started working at Fiasco WAY back in 2005 at our scoop shop on 17th Ave when Matt Wilson was in charge. He has since stayed in touch throughout his schooling in Halifax and returned full-time in 2012. He has literally done every single job in the company so if you’re looking for help with anything, Jake probably knows something about it.
GARRETT COOK (A.K.A ‘G-MONEY’): FINANCE LEAD AND STRATEGY
Why Fiasco? I worked at the University of Calgary while earning my CA, CPA before deciding that I wanted the opportunity to make a difference for a unique and innovative company. I feel like the expertise I bring to the table at Fiasco has a large impact on the day-to-day and long term strategy, in comparison to making a small impact at a large institution.”
TALIA BENSON (A.K.A TAL PAL): PEOPLE POTENTIAL AND CULTURE LEAD
Talia Benson has been a Fiasco team member since 2013. She started as a part-time Event Brand Ambassador and throughout the evolution of the brand expressed interest in the people and culture side of the business. With funding from Fiasco and grants she has earned an HR Management Certificate from Mount Royal University and is currently working to achieve her CPHR designation. Talia’s success is driven by her tireless love of learning, her passion for enhancing the culture, and her willingness to do whatever it takes. Her love of our amazing team is her driving factor as she focuses on creating and improving processes, programs and functionality for our current team and future team members.
BRITTANY BACK (A.K.A #001): SOCIAL MEDIA AND MARKETING LEAD
When great companies get their start there are a few individuals that can see the true potential. Brittany is one of the few. Her experience with Fiasco from the early days of Kensington, right through both fires, every growing pain, and the invention of almost every position means that very few hold the knowledge, experience and grit that she does.
Now as the guardian of brand connection, Britt is a integral part of the fabric of the company and the definition of what it takes to be successful at Fiasco.