Moirae Choquette’s journey from brand partnerships and influencer marketing at companies like Jobber and GoodMorning.com to founding Tomato Wheels is a tale of creative reawakening and strategic innovation. In an interview with Indigenous-SME Business Magazine, Moirae shared how her initial roles nurtured her innovative spirit, setting the stage for her entrepreneurial leap. The shift from employee to founder was sparked by her aspiration to harness creativity for social good, leading to the establishment of Tomato Wheels. The company, which began as a creative outlet, has evolved into a niche market leader for high-quality Lambrusco, reflecting Moirae’s vision of combining business acumen with a passion for community connection. Her approach leverages her extensive experience in experiential marketing to engage customers authentically, fostering a loyal community around an enriched wine-drinking experience.
Moirae Choquette, a Canadian Indigenous entrepreneur and public speaker, thrives at the intersection of passion, creativity, business, and innovation. With 12 years of experience in the public service industry and a knack for elevating tech and e-commerce brands through innovative programming, Choquette is known for her journey of empowerment and unapologetic living.
In 2022, she made a splash with the launch of “Tomato Wheels Lambrusco,” which promptly sold out. Today, it stands as one of Canada’s fastest-growing Lambrusco companies. Moirae’s entrepreneurial spirit didn’t stop at the border—she successfully negotiated a deal to take Tomato Wheels Lambrusco international, breaking into the Mexico market.
Choquette’s life journey and her confidence in taking leaps of faith resonate with her audience as she reflects on the “how” behind living authentically and free from masks and corporate constraints. Her innovative approach to marketing has earned national recognition, with the Globe and Mail commending Tomato Wheels for spreading joy through innovative Lambrusco.
As a trailblazing marketing disruptor, Choquette has forged an emotionally evocative and engaging path for consumers, bucking the trend of overwrought wine marketing.
Moirae’s accolades include being granted a scholarship to cook with chef David Chang, recognition as one of Canada’s Women Entrepreneurs Role Models by NACCA in 2023, and coverage in prestigious media publications, such as Nuvo Magazine, The Globe and Mail, and Futurpreneur.
Beyond business, she champions climate action and food security. As a producer of the podcast “CEO’s & Self-Driving Cars,” she shines a light on innovative climate action strategies. Moirae’s “Nudes for Nood[le]s” annual calendar project celebrates body diversity and directs proceeds toward fighting food insecurity. She stands as a symbol of empowerment, creativity, and positive change.
Could you share your journey from working in brand partnerships and influencer marketing at companies like GoodMorning.com and Jobber, to founding Tomato Wheels? What inspired the shift from employee to entrepreneur?
I never planned to become an entrepreneur. I genuinely loved my roles at Jobber and GoodMorning.com, where I felt truly in my element. At Jobber, I had the incredible opportunity to build brand partnerships programs from scratch, allowing me to infuse creativity and authenticity into every project. The company was still in a start-up phase, so I really had a space where I could innovate and explore new ideas freely.
When I moved on to GoodMorning.com, the environment was different—solely driven by research and data. While I thrived in this data-centric role, I missed the creative freedom I once had. I needed an outlet for that creativity, and that’s how Tomato Wheels began. It started as a small side project, born from a desire to generate some revenue with the ultimate goal of using business as a force for good. I wanted to create something that would make the world feel more connected, even in a small way.
At Tomato Wheels, you’ve successfully tapped into a niche market for high-quality Lambrusco. What inspired this focus, and how did your previous experiences influence your market research strategies?
I had just launched my kitchenware line, and I was grappling with how to compete with the big players in the industry. I needed substantial resources for digital marketing to become a formidable competitor, and I was open to shifting the direction of Tomato Wheels. I was actively strategizing the next steps and thinking about the brand’s evolution. It was during this time that a pivotal moment happened.
One night at 3:00 AM, I had a vivid experience. It was as if something woke me from my sleep, and I felt incredibly awake. A single word repeated in my mind: “Lambrusco.” It was as clear as day. I rushed to my computer, still half-asleep, and started researching Lambrusco. I remembered discovering this delightful Italian wine in Italy a decade ago. It was challenging to find in Canada, with only a few restaurants carrying it, while liquor stores had limited knowledge of it.
At that moment, I knew I had to create my own Lambrusco. I started diving into research at 3:00 AM, gathering information about the Canadian market, the number of Lambrusco SKUs compared to other red wines, where it’s made, and the possibility of producing it in Canada. That’s when I began writing the business plan for this new venture.
With your strong background in experiential marketing, how have you integrated these practices into Tomato Wheels to enhance customer engagement and build a loyal consumer base?
I am incredibly grateful for the time I spent building, developing, and executing programs for other companies. During this period, I learned so much about launching, testing, and iterating. One key lesson that stood out to me in every campaign, project, and strategy was that authenticity always wins. Especially then, in a world where consumers were bombarded with influencer marketing and countless unboxing videos, there was a craving for genuine connection.
This is where my creativity found its purpose—figuring out how to communicate with customers and audiences through a lens of authenticity to cut through the noise. In doing so we often outpaced our competition.
When I transitioned to working on Tomato Wheels full time, this focus on authenticity came naturally. As I built the brand, I shared all the behind the scenes of the journey on my social channels. The community saw the launch of our first product iteration—spices—and all the ups and downs that came with it. They followed along as I received a scholarship to cook, meet, and study with David Chang, only for it to be canceled due to the pandemic. Through it all, I shared honestly about the challenges and pivots.
I think people were connecting and resonating with the realness of trying something new, experiencing setbacks, and sometimes finding success. This transparency allowed me to build a community that valued and supported our journey.
Can you discuss how your approach to influencer partnerships and brand development at Tomato Wheels differs from your strategies at your previous roles? What lessons have you carried over and what new tactics have you employed?
One valuable lesson I learned from one of my mentors is the importance of taking the time and getting to know people we want to work with and being genuinely curious. Asking the right questions often reveal everything one needs to know about whether or not the relationship is the right fit. This approach has allowed us to foster authentic relationships that go beyond just business transactions. We look for collaborations where we can equally support another person or company in achieving their goals, while they do the same for us.
As Tomato Wheels continues to grow, what are your long-term goals for the brand? How do you see your role evolving as the company expands into new markets or product categories?
We have many exciting projects on the horizon. One that I am particularly excited about is a collaborative program we are developing with universities in Canada and Mexico, set to launch in early 2025. This initiative aims to provide students with valuable international, hands-on experience by working on real-time projects.
In Canada, we are focusing on Indigenous students studying international business. This program will not only offer them learning opportunities but also a platform to share and celebrate our Canadian heritage and culture.
