The pitch
What walked into the Den
Julie McClure and Winnie Siu ran benourished, a natural, better-for-you food brand based in Toronto, Ontario.
They pitched in Season 7, episode 18, which aired in 2012, asking for $150,000 for a 15% stake. That request valued benourished at $1,000,000.
After the show
What happened next
A Chatelaine profile notes the pitch drew competing interest from Arlene Dickinson and Kevin O'Leary.
Our read
The Hub verdict
A $150,000 ask for 15% frames the brand at a flat $1,000,000, a clean early-stage number for a food business.
The pitch drew competing interest from Arlene Dickinson and Kevin O'Leary, which is a strong room for a two-founder cleanse brand and says a good deal about how hot the category ran at the time. Cleanse and detox products ride waves of dietary fashion, so the hard part is never the first sale, it is the second year, when the trend moves on and a brand built around one promise has to find another. A million-dollar frame was the reasonable end of that bet.
