Brewing Purpose, One Cup at a Time

After more than a decade in corporate finance, Seema Akram was ready for something more personal—something with purpose. That calling led her to coffee. But not just any coffee. As she explored the industry, she discovered a powerful truth: women produce some of the world’s best coffees, yet they’re often overlooked in the global supply chain.

That realization sparked the creation of Mood Artisan Coffee Inc., a women-owned micro-roastery based in the GTA, shipping across Canada. Seema’s mission is simple but bold—to celebrate and elevate women in coffee. Every bean is sourced from women-led farms, co-ops, and collectives around the world. Every roast is intentionally crafted to be smooth, balanced, and approachable.

Mood isn’t just about coffee—it’s about connection, empowerment, and creating a better world through every cup.

From Passion Project to Purpose-Driven Brand

Starting out, Seema was roasting, packing, and shipping every order from her home. She had the vision and the passion, but like many solo founders, she needed support to turn her idea into a scalable business. That’s when she connected with BACD and joined the Starter Company Plus program. (Funded by Ministry of Economic Development, Job Creation and Trade)

Through BACD, Seema gained:

• Clarity and structure to refine her business model
• One-on-one mentorship to navigate challenges and scale with intention
• Workshops and resources to strengthen her marketing and operations
• A roadmap for sustainable growth

The program helped her shift her mindset from “side hustle” to “scalable brand.” With BACD’s support, she built the confidence and systems needed to grow Mood Artisan Coffee into one of Canada’s fastest-growing direct-to-consumer specialty coffee brands.

Today, Mood Artisan Coffee has expanded into a full production facility and roastery. The brand now ships nationwide and has secured wholesale partnerships with cafés and boutiques. While still founder-led, Seema is laying the foundation for a team that will help her scale even further.

At the heart of Mood’s marketing is storytelling—sharing the journeys of the women who grow the coffee and Seema’s own transition from finance to founder. This authenticity has built a loyal community of customers who care about where their coffee comes from and the impact it makes.

Social media advertising, email marketing, and local partnerships have also played a key role in building brand awareness and driving growth.

Seema’s Advice to Aspiring Entrepreneurs

“Start with purpose. Business is hard work, so your ‘why’ has to go deeper than profit. Surround yourself with mentors, stay open to learning, and be ready to pivot. Most importantly, trust yourself and never underestimate the time, energy, and investment it takes to build a strong customer base. Consistency and resilience will take you further than perfection ever could.”