Innovation

WOW! Factor Desserts has made significant strides in promoting sustainable practices in the food industry, aligning its operations with two UN Sustainable Development Goals (SDGs): Goal 8 (Decent Work and Economic Growth) and Goal 12 (Responsible Consumption and Production). The company’s innovation lies in its commitment to sourcing real, natural, high-quality and local ingredients, whenever possible, while adopting environmentally sustainable production methods. This approach not only enhances product quality but also caters to evolving consumer preferences, such as gluten-free and vegan options, thus ensuring broader market accessibility and promoting sustainable economic growth.

The company has forged an important partnership with IKEA, which emphasizes stringent sustainability standards. Through this collaboration, WOW! Factor Desserts underwent an extensive evaluation process to assess its ingredient sourcing, production methods, and overall environmental impact. Scoring an impressive 96% (according to the interview conducted), one of the highest ratings IKEA has awarded, demonstrates WOW! Factor Desserts’ commitment to quality and sustainability. This collaboration catalyzed innovation, leading to the development of a new line of products such as the rainbow cake made without artificial colorings. In 2020, WOW! Factor’s Vegan Chocolate Decadence Cake placed in the top 10 in the SIAL International Innovation category, which rewards the best innovations in food.” (Global Heroes). Such innovations not only reflect a commitment to sustainability but also emphasize the importance of creating a product that aligns with consumer values and promotes responsible consumption patterns.

Furthermore, WOW! Factor Desserts actively engages in community impact initiatives, notably through its partnership with the Robin Hood Association, a non-profit, registered charitable organization dedicated to providing person-centered services and supports to children and adults with intellectual and developmental disabilities (Global Heroes), which provides employment opportunities for individuals with disabilities. This initiative contributes to SDG 8 by fostering an inclusive workforce and promoting decent work opportunities for all. In fact, the team members of the association hand-fold “each and every box” WOW!’s desserts are packaged in, and every box is made from 100% recyclable FSC (Forest Stewardship Council) Certified Paper made from 100% recycled content. In addition to this clear contribution to SDG 12, some of the company’s desserts are baked with wild blueberries and apple filling sourced from Canadian farms, making it a point to support local farmers, not to mention that the company stands behind products and ingredients that participate in sustainability programs, like fine Belgian chocolate from Callebaut Chocolate, which supports sustainable cocoa cultivation.

By embedding social responsibility and environmental consciousness into its business model, WOW! Factor Desserts showcases how innovation can drive both economic growth and social change, creating a better world through sustainable practices.

Inspiration

WOW! Factor Desserts attributes the company’s emphasis on adaptability and quality to lessons learned through years of navigating the ever-evolving food industry. “One of the biggest lessons I’ve learned as a business manager is the importance of adaptability. In the food industry, customer preferences are constantly evolving. Whether it’s accommodating dietary trends like gluten-free or vegan, or responding to changes in the market, being flexible and listening to your customers is crucial,” the President explained. This adaptability fuels their innovations, particularly in meeting consumer demand for healthier, environmentally friendly products without compromising taste or quality. Such understanding of customer needs has driven the company to innovate continuously, ensuring its product line remains relevant and appealing.

Moreover, the President highlighted the significance of aligning business practices with core values: “At our company, we’ve always prioritized quality, community, and sustainability.” This focus has not only shaped their product offerings but also defined their relationships with partners, such as IKEA. She mentioned, “This partnership has highlighted the importance of aligning with companies that share our values, which has become a cornerstone of our business model going forward.” This vision for collaboration and shared values serves as a guiding principle for WOW! Factor Desserts, allowing them to make meaningful contributions to sustainability while growing their business.

The dedication to inclusivity is equally significant in the company’s philosophy. Reflecting on their long-standing relationship with the Robin Hood Association, the President stated, “Their dedication and positivity remind us every day of the importance of inclusivity and giving back to the community.” The driving force behind WOW! Factor Desserts’ innovation becomes clear: creating a business model that is not only economically viable but also socially responsible, reflecting a commitment to a better world for all. This balance inspires the company to continue to create products that serve a purpose beyond profit.

Overall impact

The impact of WOW! Factor Desserts’ innovative approach has been multifaceted, yielding both short-term and long-term benefits. In the short term, the company has experienced a noticeable increase in customer appreciation and loyalty, driven by its commitment to sustainability and quality. The partnership with IKEA has particularly accelerated this positive trend, allowing WOW! Factor Desserts to introduce innovative products that resonate with eco-conscious consumers. The introduction of the new rainbow cake, made without artificial colors, has garnered enthusiastic feedback and positioned the company as a leader in sustainable dessert options. Taiwan News provides evidence of the magnitude of the company’s impact by pointing out that WOW! Factor Desserts is one of the 16 top players in the North America Frozen Desserts Market. “North America frozen desserts market was valued at US$11,120.2 million in 2022 and is projected to surpass a valuation of US$14,893.1 million by 2031 at a CAGR of 3.3% during the forecast period 2023-2031”.

This statement already announces the equal significance of the long-term impacts of the company. WOW! Factor Desserts has established a robust reputation for quality and sustainability, attracting a loyal customer base that values these attributes. The already mentioned 31-year partnership with the Robin Hood Association has also fostered a sense of community and inclusivity within the company culture. The President noted, “Their dedication and positivity remind us every day of the importance of inclusivity and giving back to the community.” This cultural shift has resulted in higher employee morale and retention, creating a stable workforce that is committed to the company’s mission and values.

Furthermore, the measurable outcomes of these innovations are telling. Since implementing these sustainable practices, the enterprise has seen a substantial increase in sales, with a reported up-to-date revenue of $48.5 Million since the company began its operations (Zoominfo). It is clear that the overall growth of the company signifies financial success, but the reflection of the increase in demand for products that prioritize sustainability cannot be forgotten. Such evidence underscores the effectiveness of WOW! Factor’s innovative approach in creating a positive impact on both the business and the community, validating the alignment of their operations with the principles of sustainable development.

Business benefit

The innovative strategies employed by WOW! Factor Desserts have translated into tangible benefits for the business, enhancing its overall performance. By prioritizing sustainability and quality in their product offerings, the company has successfully tapped into a growing market of eco-conscious consumers. This shift has resulted in a significant revenue increase, provided that within six months after beginning its operations in 1982 out of a bakery built in the basement of a house, the company was selling upwards of $20,000 per month in product, while they are currently “the leading supplier of frozen dessert products in Canada” (Allbiz), with a reported revenue of $48.5 Million, as stated above. This data also demonstrates that consumers are willing to pay a premium for products that align with their values. The successful launch of new products, such as the rainbow cake and the Vegan Chocolate Decadence Cake, further exemplifies how innovation drives revenue and market expansion.

In addition to financial gains, WOW! Factor Desserts has also seen an increase in employee engagement and retention. The company’s inclusive hiring practices, particularly through its partnership with the Robin Hood Association, have fostered a sense of belonging among employees. The President noted, “Two employees from this partnership haven’t taken a sick day in over 21 years,” highlighting the loyalty and commitment that these employees bring to the company. Such employee satisfaction contributes to a more productive work environment and reduces turnover costs, positively impacting the company’s bottom line.

The alignment with sustainable practices has also opened new markets and investment opportunities for WOW! Factor. By establishing a strong partnership with IKEA, the company has enhanced its credibility and visibility in the industry. This collaboration validates their commitment to sustainability, not to mention that it positions them as a desirable partner for other organizations looking to incorporate sustainable practices into their supply chains. As a result, WOW! Factor Desserts is well positioned for future growth, attracting potential investors and partners who share its vision for a sustainable and inclusive economy.

Social and environmental benefit

WOW! Factor’s innovative practices yield substantial benefits for both society and the environment, aligning with the company’s commitment to social responsibility and sustainable development. As indicated earlier, the partnership with the Robin Hood Association exemplifies the company’s dedication to inclusivity, providing meaningful employment opportunities for individuals with disabilities. By integrating these individuals into the workforce, WOW! Factor fosters a culture of acceptance and diversity, enriching the community and demonstrating that businesses can create positive social change. Debbie Gust emphasized this impact, stating, “Their dedication and positivity remind us every day of the importance of inclusivity and giving back to the community.” This partnership not only empowers individuals but also enhances the overall morale and culture within the company.

Environmental sustainability is at the forefront of WOW! Factor’s innovation strategy. The company’s commitment to sourcing real, natural ingredients and reducing waste throughout its production processes directly contributes to SDG 12. By working closely with IKEA, WOW! Factor has implemented rigorous sustainability standards that minimize environmental impact. For instance, the company has successfully reduced waste in its production process and is actively exploring eco-friendly packaging solutions. As previously mentioned, every WOW! box is made from 100% recyclable FSC Certified Paper made from 100% recycled content. Such initiatives help reduce the environmental footprint and resonate with consumers who prioritize sustainability in their purchasing decisions.

Finally, the positive environmental impact extends beyond internal operations. WOW! Factor’s innovative approach sets a precedent within the industry, encouraging other food manufacturers to adopt similar sustainable practices. The company’s success serves as a model for balancing profitability with social responsibility, demonstrating that businesses can thrive while contributing to a healthier planet. Reinforcing the fact that the team members of the stated association hand-fold every box the desserts are packed in while it could easily become an automated and cost-effective process, “providing employment for members of their communities means more than efficiency- it makes a difference in a way that matters and adds a personal touch to every dessert.” (Global Heroes).

By paving the way for sustainable practices, the enterprise benefits its own operations as well as inspires broader industry change, ultimately fostering a more sustainable future for all.

Interview

Debbie Gust, President and Owner