Kate Pepler graduated from Dalhousie University with a BA in Sustainability, Environmental Science and a minor in Marine Biology. For a year after completing her degree, she was feeling overwhelmed with the doom and gloom narrative of our Earth’s health. This helped her “Eureka!” moment of creating The Tare Shop – which combines all of her passions – oceans, reducing plastic pollution, environmental education, and fostering community – into one community-based business – The Tare Shop.

Can you tell our readers about your background? 

If you had asked me 6 years ago if I’d be running a business with two locations, I wouldn’t have believed you – I never thought I would be an entrepreneur! I grew up in Toronto, on Toronto Island, and always loved playing outside and being in nature. It was when I moved to Halifax on the East Coast of Canada that I really fell in love with the ocean, and decided to focus my studies on Sustainability, Environmental Science and Marine Biology. In the summers I ran a sailing school, and thought I would spend most of my life teaching sailing!

What inspired you to start your business? 

After graduating in 2016 from Dalhousie, I was honestly pretty overwhelmed and depressed. It felt like I had spent my five years at university studying all the ways we are destroying the world, without much focus on the innovations that are happening to fix our mistakes, or the BIPOC communities that have been fighting for our planet for centuries. 

It was through this depression that I started an online website (that is no longer running) to share environmental stories to inspire action – when all I hear is the doom and gloom narrative it causes me to shut down, but when I read of inspiring stories, that’s what inspires me. Through this, I fell into the zero-waste movement and started making steps to reduce my waste. It was SO hard to do – there was no where in the city that made it accessible, easy, and affordable. Recognizing a gap and a need, I had the idea to open The Tare Shop. 

I spent a year writing the business plan, and then putting it down asking myself “who do I think I am to open a business?” I didn’t go to business school, and didn’t believe in myself. It was after speaking to other business owners, that I realized going to business school isn’t a pre-requisite to opening a business, and a lot of entrepreneurs didn’t go to business school. I then flipped that narrative from “why me” to “why not me”! 

Where is your business based?

We have an online store that ships worldwide! And we have two locations in Nova Scotia, one in Central Halifax and the other in Downtown Dartmouth.

The Tare Shop is a package-free grocery store, coffee shop, and community space. We sell all our basic grocery needs (and more) and lifestyle products that help folks reduce their waste.

How did you start your business? What were the first steps you took?

After making the decision to open a business, choosing a name and starting an Instagram page were my first steps. From then, I started conducting market research and used social media to help with that! 

Creating a solid business plan and cashflow template were so important – it really help me think through all aspects of the business, and was also required for the loans I received. 

What has been the most effective way of raising awareness for your business? 

The most successful thing I did, especially at the beginning, was being really active on social media, and sharing behind the scenes. I shared pictures and videos from the construction, got feedback from our community, and never turned down a media opportunity. 

Before our brick and mortar location opened, I did a lot of pop-ups around the city at other businesses and my former university, selling lifestyle products, and started selling  products online. This really helped spread awareness about the business, bring in revenue, and start building a customer base!
Being really transparent and active on social media, really helped build trust and community with our followers, and has definitely been a key to our success.

What have been your biggest challenges and how did you overcome them? 

I think my business challenges have largely been in my own self doubt and imposter syndrome. Reminding myself that I do know what I’m talking about, that I am an expert in my field has helped me when I’m having these doubts.

Going to therapy and talking to other leaders in my industry has been huge for my own self growth, and strength as a leader. 

How do you stay focused?

When I am finding it really hard to focus, or procrastinating I set a timer for 10 minutes and work on the task at hand uninterrupted for 10 minutes, usually I’m on a roll so I’l keep going when the timer is up! Keeping my phone on the other side of the room also helps me from getting distracted.

How do you differentiate your business from the competition? 

The biggest thing that differentiates us is that we are a Certified B Corp, and really value our community. We donate 1% of our sales to different organizations each quarter and these have been nominated by our community.

The sense of community around our business and valuing our customers input is also what sets us apart – we aren’t just a grocery store.

What has been your most effective marketing strategy to grow your business? 

Being active and consistent on social media has proven to be the most effective marketing strategy. Having a feed that stays consistent, looks good, and provides value has helped drive revenue and brand awareness. 

What's your best piece of advice for aspiring and new entrepreneurs? 

Just DO IT! If you have something that you are passionate about and that you really believe in, go for it!  Running a business is a ton of work, and if you’re not passionate about it, it’s not worth it. Having the passion and love for what you do makes the tough days worth it. 

Another piece of advice is to know when to ask for help and creating a network or business owners that you can talk to. Running a business can feel isolating, but having people to share successes and challenges with in invaluable. 

What's your book? Why?

Profit First by Mike Michalowicz! That lead me to working with my Profit First Coach April Stroink which has saved my business, especially through COVID. Not coming from a financial background and always hating numbers, learning how to read my books, and manage my money has been key to my success.

What's your favorite business tool or resource? Why?

Asana! We started using asana as a tool for our team and it’s been life changing. My team can assign me tasks and the app reminds me to to them, and I can assign them tasks. It’s such a great tool for project management and team management.

Who is your business role model? Why? 

I think I really pull inspiration from those around me! From my team and other business owners in my community! There’s so many incredible people I’ve connected with and have become friends with and they’re all so inspiring. 

How do you balance work and life? 

This is such a hard one. I’ve hit burnout too many times, so have had to learn to put myself first. In the first few months of opening our first location, I got so sick from burnout that I actually had to close the shop for a few days as I was too sick and got my staff sick! That was a big lesson that if I don’t take care of myself, the business suffers. 

So not working evenings and weekends is one way that I ensure I am taking care of myself. I also have a dog, which is a lot of work, but makes sure that I get out for at least one big walk a day and have to give him the attention he needs. 

What’s your favorite way to decompress? 

Recently I’ve rediscovered reading (for fun) and the library! I’ve been going through a book a week almost and it’s been so nice to escape into another reality that isn’t in front of a screen. Instead of scrolling on my phone in the morning or before bed, I’ll read my book!

Also running and working out are so key to my mental health. I notice my mood is so affected by not working out and moving my body.

What do you have planned for the next six months? 

Honestly, just getting through! It’s been a really tough year, and learning to juggle the two businesses has been a steep learning curve. I’m taking the next six months to focus on the two businesses and grow them — then maybe there are some plans in the works!

How can our readers connect with you?

Check out our website: thetareshop.com

Instagram:@thetareshop

TikTok: @thetareshop

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