Hub Spotlight: Well Baked Box

Posted on Wednesday, February 17th, 2021

Written by The John F. Wood Centre For Business and Student Enterprise

Stewart Russell and Courtney Russell are changing the way you snack, with their company Well Baked Box! The Well Baked Box is a family-owned business created by a married couple who wanted to remove the barriers to healthy eating. Their mission is to provide easier access to snacks that not only taste good, but also leave you feeling good. Each Well Baked Box comes with pre-packaged proportioned healthy ingredients so customers are ready to bake the recipe they selected.

We sat down with Stewart and Courtney to get the inside scoop on how they started Well Baked Box and what they hope to get out of the Hub Incubator Program!

How did you come up with Well Baked Box?

At the beginning of the pandemic, we found ourselves with a lot of free time, both being laid off from our jobs. We've always been healthy bakers and have been developing a catalog of tasty treats that are gluten-, dairy-, and refined sugar-free. So when we were enjoying our Hello Fresh box one day, we decided we would love to have everything we need for these sometimes challenging recipes delivered right to us! This gave us the idea for Well Baked Box, which people have loved as it provides them with whole ingredients but without the challenges of shopping for everything and finding recipes that work!

What motivated you to take the next step and apply to the Hub?

We heard about the Hub through one of the coordinators and were very excited to sign up.

What do you hope to get out of the Hub?

So far its been a great platform for testing our ideas against other motivated and intelligent entrepreneurs, while making connections within the community. 

Do you have any advice for someone with a business idea in mind, but are not sure what to do next?

If you have a business idea.... DON'T WAIT, JUST DO IT! Come up with the simplest most unscalable way to test if someone likes your product/service and start the integrative process. Don't worry about the logistics until you've determined if people actually want what you're selling. 

To learn more about Well Baked Box and their nutritious and delicious baked-good and snack recipes, check out their website!

Housed within the John F. Wood Centre for Business & Student Enterprise (Wood Centre), the Hub is a business incubator designed to support early-stage business ideas with high-potential, but unproven business models. The goal of the Hub is to provide University of Guelph students (undergraduate and graduate) and alumni the opportunity to build a successful business enterprise in a supportive learning environment.

The Hub has a tiered program that ensures a good mix of start-up companies at varying stages of growth. “Hub Start” is for ventures still getting their idea off the ground. These ventures typically have a great team and a great idea, but still have not demonstrated product-market fit with traction. “Hub Build” is for ventures with traction looking to refine their business model and/or scale.


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