28 WOW Factor Desserts in Canada

Team 50 Poster

Team Reflection

The purpose of this reflection report is to analyze and share the experiences and insights gained while working on the AIM2Flourish project, which focused on the inspiring story of WOW! Factor Desserts. The project aimed to highlight how this family-based, Canadian dessert company has successfully integrated sustainable practices and inclusive employment strategies into its business model. Our group collaborated to interview company President Debbie Gust, gaining a firsthand understanding of how WOW! Factor Desserts aligns its operations with two key United Nations Sustainable Development Goals (SDGs): Goal 8 (Decent Work and Economic Growth) and Goal 12 (Responsible Consumption and Production).

This report will cover the impact of working on the AIM2Flourish project, specific examples of what inspired us, the insights we gained, and how these lessons might influence our future career paths and leadership styles. The reflection will also address our group dynamics: what we learned from this cross-cultural experience, how the learnings in our courses supplement our team work, how the work was conducted and the successes and challenges we encountered.

What: Description and Initial Reactions 

Wow! Factor Desserts focuses on creating high-quality, sustainable desserts, with a business model rooted in ethical practices and community engagement. The company emphasizes innovation through the use of natural ingredients and sustainable sourcing, which is exemplified by their partnership with IKEA. This collaboration involved a rigorous sustainability evaluation, where WOW! Factor Desserts earned one of IKEA’s highest scores, reinforcing its commitment to eco-friendly practices and waste reduction. Notably, their innovative practices include eco-friendly packaging initiatives and methods to extend product shelf life without compromising quality.

Additionally, the company partners with the Robin Hood Association to provide employment opportunities for individuals with disabilities, fostering a culture of inclusivity and social responsibility. This partnership reflects the company’s dedication to creating a positive impact on the community. A key takeaway from the interview was the company’s ability to balance profit with purpose, aiming to lead in sustainable production while inspiring a business model that supports societal good.

As a group, we were struck by the passion and dedication of the team at WOW! Factor Desserts. Their excitement and the great pride they take in delivering moments of surprise and delight to their customers was very inspiring to see. Throughout the interview, we felt a mix of admiration and curiosity. Hearing the stories behind their signature creations and their thought process in crafting a “WOW” experience and how the company managed to become the leader of frozen desserts in Canada deepened our appreciation for the brand’s commitment to quality and originality. We rapidly understood why their innovations led them to be so inspiring and be one of the best dessert companies in North America:

We expected to hear about the usual business goals, like customer satisfaction and product quality, but, in addition to focusing on profitability and efficiency (which is the main focus of most companies), WOW! Factor Desserts genuinely strives to make a difference in the community, especially through their partnership with the Robin Hood Association. Rarely do companies offer opportunities to people with disabilities. One wouldn’t expect to let the team members of the association fold every box the desserts are packaged in since it could easily become an automated, cost effective process, however, part of WOW!’s philosophy is that providing employment for disabled people means more than efficiency. This is precisely what makes them different from their competitors.

So What: Deeper Analysis 

Sustainability practices are often seen as more of a compliance-driven aspect, but seeing how WOW! Factor Desserts proactively innovates to exceed industry standards has proven how sustainability can drive growth and bring a competitive edge to a company.

WOW! Factor Desserts exemplifies the advantages of embracing a sustainable mindset, by actively balancing profit, people, and the planet. Their collaboration with IKEA, which demanded a thorough evaluation process and high sustainability standards, brought real-life context to the concept of accountability. The already mentioned 96% score on IKEA’s evaluation underscored WOW! Factor’s commitment to sustainability as a core business strategy, not merely a marketing tool. The company’s partnership with the Robin Hood Association, highlighted the “people” aspect of the triple bottom line by providing meaningful employment opportunities for individuals with disabilities. The company also demonstrated a commitment to the “planet” aspect of the triple bottom line. Through sustainable sourcing and waste reduction, this not only supports environmental health but also enhances WOW! Factor Desserts brand reputation and market reach.

This experience has challenged us, as a group, to view sustainability as a dynamic business strategy that enhances brand reputation, fosters community loyalty, and opens doors to new markets. Moving forward, I recognize the need to delve deeper into how companies measure the impact of these initiatives and communicate their progress transparently to stakeholders.

We were very fortunate to interview the president of a company that truly focuses around sustainability and supporting the community. Throughout the interview it is apparent that our interviewee demonstrates corporate social responsibility and the company reflects sustainability through their products. In regards to improving the welfare of society WOW! Factor Desserts should be the standard for businesses. During Burgas class we learned that today “the public has an expectation that businesses will give back” (Burga, 2024). Whereas WOW! Factor has not only donated to local charities, but they have provided individuals with disabilities jobs for over 29 years. We were surprised to learn that this is a family based company. Having a partnership with a company as large as IKEA is not only impressive but shows the commitment of the company and value of their products. In class we also learned how companies often define SDGs differently (Burga, 2024). Notably IKEA has very high standards regarding their views on sustainability. Luckily WOW! Factor Desserts surpassed expectations.

Now What: Future Implications and Reflection 

Working on the AIM2Flourish project as a group has deeply influenced our understanding of how businesses can make a meaningful impact on both society and the environment. Collaborating to research and tell the story of WOW! Factor Desserts revealed to us the tangible benefits of aligning a business with sustainable and inclusive values. We learned that financial success does not have to come at the expense of social responsibility; rather, companies can thrive while prioritizing the well-being of their communities and the planet. This realization has reshaped our understanding of corporate responsibility and inspired us to consider these principles in our future careers.

A key insight we gained is the value of forming partnerships that align with a company’s mission and values, exemplified by WOW! Factor’s collaborations with IKEA and the Robin Hood Association. Our group had thoughtful debates on whether to emphasize financial outcomes or social impact in our narrative, and we ultimately agreed that the real strength lies in achieving a balance of both. The experience of interviewing WOW! Factor Desserts solidified this perspective, emphasizing how integrating social responsibility into business strategies is not only possible but highly effective. As we move forward in our respective careers, we will advocate for sustainable practices and make decisions that reflect a commitment to both profitability and social impact, recognizing the potential of business to drive meaningful change in society.

Conclusion

The AIM2Flourish project has profoundly enriched our understanding of sustainable business practices through the inspiring example of WOW! Factor Desserts. We learned that a successful business model can harmoniously integrate profitability with social responsibility and environmental stewardship. The insights gained from the company’s commitment to using natural ingredients, fostering inclusivity through partnerships like that with the Robin Hood Association, and collaborating with IKEA to uphold rigorous sustainability standards underscored the potential for businesses to effect positive change in society. This project has reinforced our belief that sustainability is not merely a trend but a foundational element of a thriving business, shaping our perspectives as future business leaders dedicated to making meaningful contributions to our communities and the environment.

Group Dynamics and Task Distribution 

Through our cross-cultural experience in the AIM2Flourish project, our team gained understanding of how businesses can operate with a purpose beyond profit, specifically through the lens of sustainability and social responsibility. We learned that WOW! Factor Desserts not only prioritizes high-quality ingredients but also emphasizes community engagement and environmental stewardship. This aligns closely with the concepts we studied in our courses, particularly regarding the triple bottom line—profit, people, and planet. We recognized that successful business practices can indeed lead to positive social outcomes, supporting our classroom theories about corporate accountability and ethical operations. Additionally, hearing directly from the company’s leadership reinforced the practical implications of sustainable practices, deepening our appreciation for how theory translates into real-world impact. Overall, this project highlighted the importance of integrating social good into business strategies, challenging us to rethink the traditional views of business success.

The coursework on sustainability, globalization, and corporate ethics that we undertook provided a solid foundation for our teamwork on the AIM2Flourish project. For the two of us from Spain, our studies in economy and society for a sustainable environment emphasized the critical role that businesses play in addressing financial crises and supporting sustainable development. This background helped us appreciate WOW! Factor Desserts’ business model, which aligns economic success with social good. The concepts we learned about responsible sourcing and the impact of business practices on local communities allowed us to engage more deeply with the interview material and identify relevant examples from WOW! Factor’s operations. Additionally, the diverse academic backgrounds of our group enriched our discussions and analyses, allowing us to approach the project from multiple angles. This synergy of knowledge highlighted gaps in our understanding of practical applications, leading to insightful discussions about how to bridge theory and practice in the context of sustainable business.

Throughout this project, our team navigated the challenges and benefits of cross-cultural collaboration, gaining a deeper understanding of effective teamwork. Each member contributed unique strengths to specific tasks, enhancing our research and storytelling about WOW! Factor Desserts. For example, Layan was tasked with the role of submitting the weekly meetings into google classroom. Throughout the project, each member would be given a determined role based on what we were working on, which helped foster effective and efficient teamwork.

In terms of task distribution, we adopted a structured approach to ensure that work was evenly and fairly distributed among group members. Tasks were allocated equally among all team members. Most importantly, from the start we paired up members from the same country, when dividing up the work, to ensure that we could keep a consistent narrative and be able to communicate without having to worry about different time zones. Additionally, during our meetings, we spent time creating a clear structured outline as a group, (for both our report and reflection), to ensure that all the bases were covered, our ideas were consistent, and we all shared an equal amount of work.

One of the most effective aspects of our teamwork was our regular communication and scheduled meetings on Zoom, which helped keep everyone on track and facilitated a continuous exchange of ideas. However, coordinating these meetings across different time zones presented challenges and occasionally led to delays in feedback and revisions. Specifically, the Spanish members had to balance their demanding double degree with project deadlines, leading to moments of stress as they had to deal with important midterms.  Learning from these challenges, it became clear that setting clear deadlines and committing to meeting times when they are planned would improve our workflow in future projects.

This experience broadened each of our understanding of teamwork, teaching us that through diverse insights, we were able to create stronger, more well-rounded solutions. Each team member was dedicated to working on the project together and do the best we can despite being on opposite ends of the world.

Individual Reflections

Ella Bobesich

This assignment is one like I have never seen before. As a human Development major I am not used to working in groups, especially with people around the world! I found this assignment very rewarding as the women in my group were very punctual and kind. After our first meeting we made a group chat on WhatsApp and it served us well for the duration of the assignment. One struggle we faced was our conflicting schedules, and different time zones. Our initial plan was to meet every Thursday at 10:00 am EST. This plan did not make it out of the first week as it was midterm season, and we all have different class schedules. Managing time zones was also difficult in regards to the occasional days where two team members had to join the meeting late at night, or early in the morning. Luckily everyone was still engaging in the meetings and we were able to divide the work equally. We did not struggle with communication challenges, but we often had to cross reference what information our professors were giving us. We all got a bit confused with the timeline and due dates for this assignment, but we were able to communicate via WhatsApp after our meetings to sort everything out.

Not only am I grateful to the professors who created and executed this assignment but to Tyra, Esther, Layan, Estela, Rayanah who made this assignment possible. Without the collaboration from each team member this assignment would not have run so smoothly. I am excited to see all of our names in the book!

Esther Marhuenda Bolívar

Working with students from different countries has been a new and enriching experience for me. At first, I found it quite challenging, as I am pursuing a double degree in Law and Business Administration, a field that demands significant time and effort. However, this team has made the collaboration remarkably easy and enjoyable. We have not only worked together on a project that has broadened our perspectives, but we have also gained valuable insights into sustainability and social responsibility. I have learned so much about how our different ways of working are influenced by our countries’ cultures and personal convictions. For instance, I observed variations in cultural attitudes towards time management and communication styles during our weekly meetings and in our everyday group chat.

This experience has not only enhanced my understanding of cross-cultural collaboration but has also highlighted the importance of open-mindedness in achieving our common academic goals.

Finally I want to highlight the fact that each one of us was deeply committed to making this project a success, and we all put a significant effort to present our work in a way that reflects our dedication. Despite having exams from other subjects and living in different time zones, we worked successfully and effectively, showcasing the strength of our teamwork.

Rayanah Alqhtani

Working with people from different countries was a new and valuable experience. It was a great opportunity that I am truly grateful for. As a Human Resources Management student, this experience added a lot of responsibility and contributed to my professional development. I learned a great deal about collaborating with different cultures and handling conflicts effectively. I was especially pleased to work with students from Spain, Saudi Arabia, and Canada, we formed a fantastic team. We communicated well through WhatsApp, and our weekly meetings took place every Thursday. While we did face challenges related to different time zones and schedules, we managed to adapt smoothly. Although we did encounter some difficulties related to the work, everyone contributed equally and was enthusiastic about presenting their tasks to the fullest. This experience added immense value to my skills and fueled my enthusiasm for future work in this field. I feel incredibly happy to have been part of such a collaborative effort and to have met persistent and dedicated teammates. It was an unforgettable experience that I will always cherish.

Layan Alzaid

As a Saudi student majoring in Human Resources, I am truly grateful for the opportunity to work with a team of six amazing girls from Canada, Saudi Arabia, and Spain. This experience has been both new and incredibly beneficial, allowing me to learn so much from diverse perspectives. Every Thursday, we met to share our skills and collaborate on our project, despite our different time zones. We made a conscious effort to agree on a suitable meeting time that worked for everyone. We divided the workload fairly, ensuring that each person could contribute according to their capabilities. I am thankful for the cooperation within our team, as we faced no significant challenges in dividing tasks. I especially appreciate my friends for making this project manageable, even with tight deadlines and the complexities of working across different cities. Working with such a diverse and talented team has not only expanded my knowledge but has also shown me the beauty of collaboration across cultures. I am thankful for the friendships we’ve built, and the lessons learned along the way.

Finally, I would like to express my heartfelt gratitude to our instructor. Thank you for your guidance and support throughout this project. Your encouragement has inspired us to work hard and has played a significant role in our learning experience.

Tyra Enticknap 

Working with students from around the world has been an incredibly unique opportunity, as it brought fresh perspectives and valuable insights into our project on WOW! Factor Desserts. It’s been interesting to see how each team member brought unique ideas and interpretations to each of our weekly meetings. These group dynamics have enhanced my learning, allowing me to also actively recognize that sustainable practices are adaptable across all regions. Overall, it has been an eye-opening experience working with 4 other girls from different countries. Seeing the commitment and passion of each team member was inspiring in many ways and emphasized the importance of approaching future projects with a more global (holistic) mindset. This has inspired me to think more creatively about sustainability and has shown me that it can be a powerful driver of innovation and growth. Profit is important, but integrating sustainable practices creates long-term value reaching beyond financial gain. In addition to what I have learned, I want to say a huge thank you to all the students and hard-working professors who helped plan this experience and make this project a reality!

References

WOW! Factor Desserts – premium Canadian dessert manufacturer – retail & wholesale. (n.d.). WOW! Factor Desserts. https://www.wowfactordesserts.com/

Lectures by Isabel Rodríguez-Tejedo: Financial crisis and globalization, 2024

Lectures by Ruben Burga: Triple Bottom Line, Accountability

Interview with President and Owner – Debbie Gust