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It’s a Deal! Cedar Valley Lands $1M Dragons’ Den Investment

Last night, the Belle River District was abuzz with excitement as hundreds of family, friends, and community supporters gathered to watch Cedar Valley’s highly anticipated appearance on Dragons’ Den. This local company’s story is a testament to entrepreneurship, perseverance, and the power of family recipes. Cedar Valley’s journey began as a high school project with a mission to share their family’s treasured infused recipes, inspired by their heritage in the Beqaa Valley of Lebanon.

It all started with a $3,000 grant from a high school, which became the seed that sprouted into a partnership between Ameen Fadel and his mother, Surria Fadel. Together, they embarked on a mission to introduce authentic homemade Pita Chips to Canadian families. From humble beginnings in their home kitchen, Cedar Valley has grown into a thriving enterprise with its own 12,000 square-foot production facility in Windsor, Ontario. Their all-natural Pita Chips are now proudly featured in the aisles of 1,000 grocery stores across Canada, a testament to their dedication and unwavering commitment.

Surria shared more about their entrepreneurial journey during a fireside chat during Founders Week YQG (beta) in 2021.

During their pivotal appearance on Dragons’ Den, the mother and son team presented their vision “to crunch the competition” to the renowned panel of investors. Their pitch caught the attention of South African-Canadian businesswoman and investor, Arlene Dickinson, who made a generous offer. Cedar Valley was offered $1,000,000 for a 20% stake in the company, a momentous milestone that will propel their business to new heights. With these funds, Cedar Valley plans to scale their manufacturing facility and expand their product reach, ensuring that their delicious Pita Chips find their way into even more Canadian households.

Cedar Valley’s story is a testament to the entrepreneurial spirit and the potential for dreams to come to life. Their journey has been nurtured by the support of various programs, including the second cohort of the ScaleUP Accelerator Program powered by Libro, Cohort 1 of the i.d.e.a. Fund, as well as the unwavering supports from the WindsorEssex Small Business and Entrepreneurship Centre and EPICentre. This local company’s success not only celebrates their delicious Pita Chips but also showcases the incredible achievements that can be attained when determination, family recipes, and the support of the community come together. Cedar Valley’s future is brighter than ever, and we look forward to seeing their delectable products continue to flourish across the nation.

Missed last night’s show? You can watch Cedar Valley’s full Dragons’ Den pitch below.


WEtech Alliance has served as a catalyst for technology and innovation in the Windsor-Essex and Chatham-Kent, Ontario regions since 2011. We’re a non-profit organization that provides entrepreneurs and companies with business services, training, I.P. and commercialization support, mentorship and strategic connections to help bring new ideas to market, scale to the next level and build a dynamic culture and a community of innovation.

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