Co-founder of ashes-to-earth startup AWAKE named semi-finalist in national entrepreneurship competition

by Innovation Factory
April 28, 2023

Oro-Medonte, April 20, 2023 – AWAKE is proud to announce that its co-founder Lauren Andrew has been named a semi-finalist in Canada’s Total Mom Pitch. The annual competition recognizes entrepreneurial moms across Canada, providing mentorship, marketing support, and a $50,000 grant for winners to grow and scale their business. Judges include women leaders from TD, Google, and Bell.

Among more than 1,000 applications, Andrew’s business stood out. AWAKE is Canada’s first ashes-to-earth company, offering a completely new view of funeral services. Its at-home memorial kit turns ordinary urns into living plants, with an internationally patented amendment for cremation ashes. Families can celebrate whenever and wherever they choose, knowing their loved one’s final act on earth was positive.

“Our first clients were sisters who lost their mother unexpectedly,” Andrew shared, “They held her ceremony in a public park and planted her ashes with a hibiscus flower. It was so personal. And it brought home how important this work is right now.”

The country’s aging population has made conversations about memorial and funeral planning more common. As families ask themselves what is both meaningful and manageable, AWAKE offers after life options for celebrations and send-offs that reflect today’s reality, focusing on environmental impact, spiritual healing, and cultural inclusivity.

Being in Canada’s top 100 mom entrepreneurs has special meaning for Andrew, who welcomed her second child just five months ago. “2023 has been quite a trip so far, bringing a baby and a business into the world,” she said. “Becoming a parent makes you reflect on what you learned from your own parents and grandparents, and how you can grow from them and lead the way for the next generation.”

Voting for Canada’s Total Mom Pitch competition is open until May 4, 2023 at Canada’s Total Mom Pitch.

ABOUT AWAKE

Backed by science and built with soul, AWAKE is re-imagining after life services, so we can leave the world better. As the provider of Canada’s only environmentally sustainable memorial kit for ashes, AWAKE crafts unique and sustainable solutions for memorials, commemorations, celebrations, and send-offs. AWAKE was founded in 2021 and is based in Oro-Medonte, ON.

CONTACT

Victoria Butler | [email protected] | www.awakeashes.com
Instagram @awake.ashes | YouTube @awakeashes

Original Article on Innovation Factory

Innovation Factory

Innovation Factory is a business accelerator, dedicated to helping Ontario-based businesses launch, scale, and succeed. Supporting the Brant, Halton, Hamilton and Norfolk regions, we provide start-ups, and scaling companies with advisory services, training, mentorship, and strategic connections to help bring disruptive technologies to market, leverage intellectual property, increase revenues, attract investment and create jobs. Innovation can happen anywhere, our goal is to make it work everywhere. We work to elevate key industry sectors including advanced manufacturing, clean tech, information technology, smart transportation, life sciences & health care and social innovations. We are passionate about driving the growth of Ontario businesses like yours. Whether you are an entrepreneur bringing new ideas to market or a scaling business trying to get to the next level, we want to help.