Abstract

The case is about the sustainable food wraps produced by Abeego Designs (Abeego), a Canadian company started by Toni Desrosiers (Toni). Abeego produced reusable beeswax wraps that customers could use to store leftover foods in the refrigerator and keep them fresh over a long period of time. The case dwells upon the need for sustainable food wrap solutions and focuses on the need to eliminate the usage of single use plastic for packaging leftover foods. The case discusses Toni’s entrepreneurial journey and the various challenges she faced in setting up her startup and trying to ensure its growth. Abeego’s sustainable initiatives are discussed along with its future plans. In the future, Toni planned to grow her startup, diversify into new sustainable products, and distribute the products all over the world. Would Toni be able to maintain her company’s growth with its sustainable food wrap solutions? Will Abeego be able to disrupt the traditional plastic food wrap industry with its beeswax wrap? That remained to be seen.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the concept of sustainability
• Examine how sustainable food wrap solutions help reduce plastic pollution
• Understand the four-stage growth model of entrepreneurship

Keywords

Abeego; Toni Desrosiers; Sustainability; Bees Wax Wrap; Food Wrap Solutions; Sustainable Packaging; Entrepreneurship; Plastic Pollution; Four Stage Growth Model.