# Umami Crave the Fifth's Retail Journey

**URL:** <https://yodl.cfin-rcia.ca/t/umami-crave-the-fifths-retail-journey/3605>\
**Category:** Open Forum\
**Created:** [April 14, 2026, 12:35pm UTC](https://yodl.cfin-rcia.ca/t/umami-crave-the-fifths-retail-journey/3605 "2026-04-14T12:35:00Z")\
**Posts on this page:** 2\
**Page:** 1

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**Author:** ![philchang](https://yodl.cfin-rcia.ca/letter_avatar_proxy/v4/letter/p/7ccbbb/32.png) [@philchang](https://yodl.cfin-rcia.ca/u/philchang)\
**Post date:** [April 14, 2026, 12:35pm UTC](https://yodl.cfin-rcia.ca/t/umami-crave-the-fifths-retail-journey/3605/1 "2026-04-14T12:35:00Z")

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https://www.linkedin.com/in/joanna-best-6b179a362/” rel=“noopener nofollow ugc” target=“\_blank”\>Joanna Best and \<a rpl=“” class="relative pointer-events-auto a cursor-pointer

underline  
" href=“[https://www.linkedin.com/in/stephanie-gaudette-4144b947/](https://www.linkedin.com/in/stephanie-gaudette-4144b947/)” rel=“noopener nofollow ugc” target=“\_blank”\>Stephanie Gaudette are the co-founders of \<a rpl=“” class="relative pointer-events-auto a cursor-pointer

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" href=“[https://www.umamicravethefifth.com/](https://www.umamicravethefifth.com/)” rel=“noopener nofollow ugc” target=“\_blank”\>Umami Crave the Fifth, a Kelowna-based food brand that started with a single beet quinoa salad dressing at a restaurant called BNA Brewing. Now they’ve grown into a full line of vegan, gluten-free dressings, Power Bowl mixes, and a brand new lineup of high-protein soup mixes.

They joked about scheming to be rich and retired, and we laughed that they chose retail to make this happen. (we laughed at us too - we've never left retail) We really love these two and what they're doing.  
So many real moments in this one:

-The 50,000 pouches they ordered before they realized the name wasn't working.  
-The reality that getting a listing is the easy part - getting product OFF the shelf is harder  
-Turns is everything  
-Building their own production facility during a pandemic  
-Sourcing Canadian pea protein (spoiler: harder than it sounds).  
-Somehow, accidentally creating one of the best vegan Worcestershire sauces on the market (it's really good - I can attest. I buy some every time I go out to BC)

Such a great story.

Spotify link is here: https://open.spotify.com/episode/23eCxgxX6x3cUm7ExgZSNw?si=Yp2HMdZjTkeLSj9lNQLQtg” rel=“noopener nofollow ugc” target=“\_blank”\>[https://open.spotify.com/episode/23eCxgxX6x3cUm7ExgZSNw?si=Yp2HMdZjTkeLSj9lNQLQtg](https://open.spotify.com/episode/23eCxgxX6x3cUm7ExgZSNw?si=Yp2HMdZjTkeLSj9lNQLQtg)

Youtube link is here: https://youtu.be/P0vcHrsrXok?si=4nOSJRtK9nsugG3c” rel=“noopener nofollow ugc” target=“\_blank”\>[https://youtu.be/P0vcHrsrXok?si=4nOSJRtK9nsugG3c](https://youtu.be/P0vcHrsrXok?si=4nOSJRtK9nsugG3c)

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**Author:** ![jamil](https://yodl.cfin-rcia.ca/letter_avatar_proxy/v4/letter/j/936576/32.png) [@jamil](https://yodl.cfin-rcia.ca/u/jamil)\
**Post date:** [April 15, 2026, 8:33am UTC](https://yodl.cfin-rcia.ca/t/umami-crave-the-fifths-retail-journey/3605/2 "2026-04-15T08:33:00Z")

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Thanks for sharing this, Phil. Really enjoyed this story.   
  
The only thing harder than getting on the shelf, is getting \*off\* the shelf.

Also, if you've never been to BA Brewing in Kelowna, you are missing out.