For the last five years, Mariam Ayob has been dedicated to creating her brand Ask Away Recipes into a premier ramen sauce by relentlessly building partnerships, as well as developing a product that is loved by customers.
Ayob, who has established her business operations in Brantford, discussed the start of the business.
“It really started from my passion for food. I’ve always had this strong ability to taste dishes, identify the spices and textures and recreate it at home. What began as sharing my creation on Instagram, Facebook and TikTok under Ask Away Recipes turned into something much bigger…so, during the pandemic, while I was working in compliance with a financial institution, I found myself constantly ordering ramen…but feeling like something was missing. There was a lack of nutrition, color, and a full flavor,” she said. “That’s when I started experimenting with my own recipes [and] through extensive testing, I created my signature spicy chicken ramen sauce….and shared it with about 100 people in my community. At that time, I was living around the Mississauga area, and that’s where we went ahead and did a prototype…to get some feedback and suggestions. And the one thing that really just made me step back was the feedback [which was] overwhelmingly positive, and that’s when I knew that I had something worth building upon.”
Nevertheless, for Ayob, the love of community, healthy living, good food and experimentation all blended together as she built the company during the pandemic.
“During the pandemic and everything that was happening around that time, I started noticing a lot of division and isolation in the community. Everybody wanted to stay home and be with their family. So, I started thinking that I should create a brand where everybody could really come together….and crafted it [and] made sure that people aren’t thinking that this is just for ramen noodles….hours and hours went into experimenting, testing and deciding what worked and what didn’t, and using predominantly fresh ingredients….to make something nutritious. I decided to really bring it down to being….having clean label, being healthy and bringing everybody together, lots of experimenting in order to get the sauce right,” she said.
The brand officially launched in May of 2020, and has a presence in dozens of retailers throughout Ontario.
“It now has grown to six unique sauces, and it’s now in nearly 70 retail locations as well as being sold online….[with] production being based predominantly in Brantford. I started At Our Kitchen in Brantford and it has played a huge role [in] supporting my growth. As a small business owner, I’ve learned to wear many hats…and everything starts from product development and [extends] to sales and store demos. So, I’m constantly thinking about how to improve and scale the brand,” the business owner noted. “For my long-term vision, I want to see Ask Away Recipes to become a household name…and a cooking solution in every home. At the heart of it all, I do believe food brings people together. It represents love, comfort, and connection, and that’s what I want my brand to reflect.”
As her business has continued to expand, an essential part of the success is Ayob’s ability to connect with people and build lasting relationships.
“I’m a people person. I love to be around people [and] I like to collaborate, connect, and network. It’s something that I have in me naturally. And when you start something from scratch, it takes a lot of resilience and a lot of effort. So, when I was presenting myself to any store, my first connection to building a relationship wouldn’t be a phone call….my approach is really to start off with an email to basically introduce myself to these people, to see if there is an opportunity for partnership or a collaboration,” Ayob explained. “And I don’t just stop there. Once I see there is an interest in getting a reply back, I definitely go ahead and set up a phone call, because I want these individuals to know who I am as a person and who’s behind the brand. I want them to get an idea of where I’m coming from and understand my story….once they know they know you I am and that this product is created locally and is sourced from other local businesses as well (in terms of packaging, or ingredients), they’re pretty much on board right away.”
From there, Ayob, who recently won the Appleby Award presented by the SSFPA (Small-Scale Food Processor Association), has always gone the extra mile to ensure that her product aligns consumer wants.
“There’s a consistent interaction between the store and I. There’s a constant conversation going on: ‘How can we better serve your consumers?’ And if it’s the grocery manager or perhaps the store owner, I would just sit down and have them sample the product. I want them to really get the feeling that a consumer would get after buying the product [and] bringing it home and using it for the meals they make for their families,” she noted. “So that’s really how I proceed with my retail partners….but it really comes down to trusting me and the product…I also cross promote and advertise. I bring lots of awareness to the brand through social media by creating meaningful and engaging content. I do all that, involving my partners [and] involving the community to make sure that they are aware of what this product stands for. When a person buys these sauces….they are getting quality products and an experience. And it’s really bringing families together over food.”
After living in the GTA for some time including Mississauga, the entrepreneur decided to make Paris her home, and has come to find how community is very important in Brantford and Brant County.
“This community is very close [and] everybody cares about each other. Everybody is there when you need them. I get a lot of interaction with my customers in Brantford and Paris [as well as] Cambridge, where I do see real genuine interaction…people want to get to know you and they’re very encouraging. I had amazing interactions with people from places like the BIA for instance and at Our Kitchen…where I craft my products. I have found that many people want to help. And I really like that about this community. I also really enjoy being available for events, or markets or any celebrations. I want to be part of it,” she stated.
Nevertheless, Ayob, who is part of various organizations including Canadian Women in Food (CWIF) and the PARO Centre for Women’s Enterprise, has also been focused on helping and inspiring other women in communities in Ontario.
“Being part of these organizations has been an incredibly inspiring journey for me [and] through these communities, I’ve learned that there are so many resources available for all of us to grow, learn, and support one another. What inspires me most is seeing how much potential there is when people come together to share knowledge, and opportunities while being there as mentors. We truly grow stronger when we learn from each other,” she said. “I always tell the women in our community that they are capable, innovative, and powerful. There are more opportunities than ever to start businesses, lead organizations, and make meaningful contributions to our economy. I always want those around me to step forward, take the leap, and pursue their vision. It’s important to continue supporting one another, sharing resources, and lifting each other up. When women thrive, our communities and economy thrive too.”
However, one of the biggest goals for Ayob has been to grow Ask Away Recipes into a national brand.
“I analyze the market very closely [because] I want to make sure that if I’m coming with a new product line, that it is going to be something that everybody wants….I’m in two provinces right now. I’m in Quebec and Ontario at this point. But my vision is really to be the main ramen sauce manufacturer in Canada. That is what I am aiming for in the long term. I am already looking to grow this brand nationally. And currently, I have some prospects from other provinces [and] definitely my goal is to be in every household in Canada,” said Ayob.
