Cindy James


President/Head BARKtender


Crafty Beasts Brewing Company Limited

Presentation Description:

Pawsitively purpose-driven: Crafting a visionary business model for pet food — James unveils a pioneering business model that integrates purpose into every aspect of pet food operations, focusing on the romance versus reality story her company is experiencing. She covers practical strategies to integrate purpose into your pet food business, from sourcing to marketing; the benefits of purpose-driven practices, including enhanced brand reputation and customer loyalty; and the real challenges created by staying true to a mission.


Cindy James is an inventor, problem solver, leader and a “Silverpreneur” with a dynamic and diverse background in both the pet and education industries and a career spanning more than two decades. In the pet industry, she has been a driving force in promoting responsible pet ownership and animal welfare, including owning a dog daycare in Halifax, Nova Scotia, Canada, and culminating in starting Crafty Beasts Brewing Co. in 2020. Over time, she evolved into an advocate for pet nutrition, leading her company to improve the health and wellness of our four-legged companions. As an educator, small business coach and university administrator, James has had the privilege of shaping the minds of future generations and aspiring entrepreneurs, designing and implementing programs that empower learners of all ages to excel academically and personally.