Q&A with ILEO Storefront Starter Jennifer Uy on making it to the shelves at Wal-Mart Canada
In 2022, ILEO launched the Storefront Starter program, a free three-phase program that helps new and aspiring entrepreneurs and business owners from the Greater Golden Mile launch their business idea. Since then, the Storefront Starter program has expanded into Greater Weston Mount Dennis and has helped over 45 entrepreneurs so far.
One of those entrepreneurs is Jennifer Uy, Founder of Happy Natural Products. From a small business in Scarborough to now hitting the shelves of a retail giant, Jennifer shares how seeing her culturally-rooted wellness products at Walmart Canada represents both personal validation and broader community representation.
How does it feel to see your products available to your own neighbors in such a massive way?
It’s incredibly meaningful. I started Happy Natural Products to create culturally-rooted wellness products that reflected my community and lived experiences. To now see those same products born to now carrying them on shelves in Walmart Canada stores feels like the greatest validation.
It’s bigger than distribution. It’s about representation. It shows that businesses built in our local communities can scale nationally while staying true to who they are.
Did the ILEO Storefront Starter program play a role in preparing your business to meet Walmart’s standards?
Programs like Storefront Starter help entrepreneurs strengthen their foundations and think more strategically about growth. For us, that included opportunities like participating in the iconic One of a Kind Show with ILEO which was critical in building customer validation, refining our product offering, and our value proposition.
For me, the biggest impact was being in a community of founders who are in the same boat as me. We learn from one another, cheer each other on.
What were the most pivotal steps that helped you scale to Walmart?
Three things were critical: building a strong, differentiated brand; ensuring operational readiness; and creating a product that genuinely resonated with customers.
We also owe it to the many independent stores that have been with us since day one. Without their support, we would not be here.
A key moment that helped us was participating in the Walmart Canada Growth Summit, where small and medium sized Canadian companies get the chance to showcase their innovations. We were selected as one of 50 companies out of over 2,000 applicants to receive a “Golden Ticket.” That opportunity opened the door to a national launch.
What helped you realize that reaching major retail partners was achievable?
The shift came from understanding that retailers are actively looking for brands with strong identity, clear value, and market readiness. And, honestly, a sheer drive to believe that we have prepared ourselves for it. To unblock our limiting beliefs and to just go for it.
What advice would you share with other participants with similar goals?
Focus on building a strong foundation early. Retail can accelerate growth quickly, but only if you’re ready for it.
Stay patient and disciplined. Growth takes time, but with the right strategy and support, it’s absolutely possible to go from a local business to national shelves.
ABOUT THE ILEO Storefront Starter Program
ILEO Storefront Starter is a free three-phase program to help new and aspiring entrepreneurs and business owners from the Greater Golden Mile and Greater Weston Mount Dennis launch their business idea. By joining the program, new and aspiring business owners will build business relationships, skills, confidence, and knowledge in a supportive environment to bring their business idea to the next level.
About the ILEO Initiative
To learn more about how United Way Greater Toronto, BMO Financial Group and other private, public and community partners are working together to ensure the benefits of this development flow to existing residents check out the Inclusive Local Economic Opportunity Initiative (ILEO).