A seasoning of success
Axe thrower turns fundraising idea into flavour-filled business
In 2019, using nothing but flavour-packed spice blends, Axe to Grind Foods owner Cynthia Kennedy helped fund the Women’s Canadian National Axe Throwing Team’s trip to Sweden for the World Double Bit Axe Throwing Championships.
As the team captain, Kennedy’s call paid off.
“It was really successful. We went to Sweden and my women’s team came fourth place in the world,” says Kennedy. “Also, I ranked 24th among the women participating in the event.”
Upon returning home and realizing the growing demand for the spices, Kennedy, a self-proclaimed spice mixologist, decided to give another dose to supporters.
Fundraising once again in anticipation of the 2020 European championships in Switzerland, her blends were flying off the racks and onto home spice racks. Unfortunately, the COVID-19 pandemic was cause for the championships’ cancellation — dashing both the team’s hopes and changing Kennedy’s life.
“The world shut down and I got laid off,” says Kennedy, who worked in the industrial tool industry.
With a background in operating butcher shops, culinary arts and knowing about great taste, Kennedy tapped into her passions while working from her at-home commercial kitchen in Middle Sackville.
“I realized I was really enjoying the process of developing recipes and making spice blends … I talked to the team and told them I wanted to turn it into a real business.”
Established in May 2020, Axe to Grind Foods began offering a variety of spices, dried herbs, spice blends and rubs at the Alderney Landing Farmers’ Market. With mouthwatering flavours and apropos branding, the business was an instant standout and led to Kennedy’s products being picked up by local independent retailers and boutiques. Soon after, the company secured a spot at the Halifax Brewery Farmers’ Market.
“It’s grown into this really cool business where I get to hang out and talk food with people at the market stands,” says Kennedy.
Axe to Grind Foods’ mainstay is spice blends. Offering selections, such as Spud Spice, Halifaxe Donair, Apple Spice, Everything Bagel Topping, Sweet n’ Savoury Rib Rub and more, there’s something for every recipe. Additionally, many spice blends feature keto/gluten-free options.
Other Axe to Grind Foods products include dried herbs (ex. basil, dill, lavender), popcorn toppings, and merchandise such as aprons, graters and charcuterie boards.
And it’s easy to get a taste. In addition to markets, Axe to Grind Foods products can be found at many local retailers and boutiques, including Trainyard General Store, Getaway Farm Butcher Shop, all Noggins locations and even Cape Sable Island Historical Society.
Individuals purchasing Axe to Grind Foods products can be assured of quality. With her culinary training informing
all she does, Kennedy painstakingly creates versatile spice recipes with the customer experience in mind.
“When I’m looking at taste, flavour and texture, I’m looking at it from a customer experience,” says Kennedy.
And customers love the variety of spice blends.
“I had a woman who emailed me recently; she’s in love with the Chowder Spice. She uses it on steak, soups, a roasted turkey — she just makes my day,” says Kennedy. “I’m enjoying and fascinated with how people are utilizing my spices.
“Working with customers is really fulfilling. I get to enjoy their discovery of my products,” says Kennedy, who also interacts online with her customers, often sharing some # SpiceAdvice on her social media profiles.
“I love talking to people, like, ‘Oh, you bought corn on the cob at the market? Well, my Taco Seasoning with butter and a squeeze of lime is going to have you in love with your corn on the cob.’”
And she’s developing a young fan base as well.
“Spud Spice is perfect on brussel sprouts. I got one customer hooked on it and he’s got his kids eating brussel sprouts for the first time,” says Kennedy. “Things like that are really fulfilling.”
Giving back to the lumberjack community dear to her heart also fills Kennedy with joy. Having committed to donating a portion of sales to the Nova Lumberjack Society, she has kept her word and provides funds to help double bit axe throwers with financial need to compete internationally.
“On a personal level, being able to afford to be generous is fulfilling,” says Kennedy of donating to the organization, which is hosting the 2022 World Double Bit Axe Throwing Championships in Barrington this August. “I’m contributing to this event and also helping at least one Canadian thrower make their way here for it.”
As the year progresses, there are plenty of opportunities on the way for Axe to Grind Foods. There are new products, like sweet/ spicy drink rimmers, to offer, new retailers, including select HRM Sobeys locations, to partner with and new market locations, such as Wolfville Farmers’ Market to appear at.
Meanwhile, for the woman who started it all, she’s nothing but humbled by the love and support she’s received from her community.
“It can be really scary taking a leap and believing in yourself; it doesn’t come without stumbling blocks,” says Kennedy. “I’m really grateful that enough people believed in me to support the work that I’m doing and encouraged me to keep going.”
To learn more about Axe to Grind Foods, visit: https:// axetogrindfoods.com.