Alberta-born. Canadian raised. Internationally inspired.

What started as a small venture in the basement of a home in 1996 is now a thriving business providing delicious food products to luxury hotels, catering companies, retail stores, golf courses, delis and distributors across Canada and the US, and it’s all thanks to the vision and hard work of Fauzia Kanji, CFO/director and Amin Kanji, president. Together, along with support from ATB, Fauzia and Amin created Thumbs Up Foods Inc., a family owned and operated Canadian food manufacturer that brings the taste of their home country, Tanzania, East Africa, to western palates.

Within 10 years of opening, Thumbs Up outgrew its original space and moved into a 6,000 square foot facility. Even then, demand continued to grow, necessitating the addition of upgraded roti and samosa machines to keep up the pace. Today, the blend of handmade techniques with modern processes, along with the stable shelf life of the products without the use of artificial preservatives or flavours, has uniquely positioned Thumbs Up as the go-to brand for one-of-a-kind meals.

Fauzia founded Thumbs Up to empower herself, her mother and grandmother with financial independence. When they opened the doors, there were two employees. Now they have 14.

 "What makes us stand out is the quality of our food, our dedicated staff and our ability to pivot and innovate during downturns such the COVID-19 pandemic,” says Fauzia. “We also stand out because of the loyalty and trust from our consumers, quality of our products, and reputation. We seldom advertise; most our sales come from word of mouth.”

She continues, “As a matter of fact, our first customer in the US came to us through one of our local customers in Calgary who had visited that state, went to buy roti and told the shopkeeper that he could get a better quality product from a small company in Calgary! The rest is history. Today we export to six states in the US.”

The Canadian market, however, is still learning about Thumbs Up. Fauzia cites “penetration into the mainstream market and convincing local grocery stores to list their products” is an ongoing challenge. As the “buy Canadian” movement continues to ramp up and continued appreciation for the diversity across the nation grows, this may soon change.

“We export many of our products outside of Canada,” Fauzia says. “We encourage local retailers to learn more about our products and buy local. We truly have some great companies and products made right in Alberta.”

When it comes to diversity, Thumbs Up shines as a leader.

“One of the most rewarding things,” shares Fauzia, “is my dedicated staff. About 90 per cent are immigrant women who came into this country scared, feeling intimidated and with no work experience or English language skills. Some of them have been with us for 20 years! Their resilience and ability to overcome challenges never cease to amaze me. Thumbs Up hopes to continue to hire (without discrimination or judgement of any sort), assist and train women to thrive and achieve success in all areas of their lives.”

In addition to growing a diverse workforce and supporting newcomers, Thumbs Up supports several non-profits including the food bank and the Aga Khan Development Network.

Automating financing has also been a challenge for Thumbs Up, which is why their partnership with ATB is a large part of their success. ATB, as an Albertan institution supporting Alberta entrepreneurs, saw the potential of Thumbs Up when other lending institutions said no.

 "ATB has been the only financial institution willing to assist our small company with our cash flow needs, among other things,” says Fauzia. “They truly understand the small processor and their very unique needs. COVID-19 was extremely challenging for us, and ATB came through with flying colours. They are different from other banks in that they are very supportive and try to understand the different needs of individual companies and act accordingly. Lumping all small companies into one-size-fits-all is not their way of doing business, and I love that!”

Fauzia speaks to the importance of supporting local entrepreneurs, saying, “Small and medium size companies are the engine of our economy. To grow that area, provinces need to encourage and support that so we can create jobs across all sectors. It allows us to remain competitive within our own markets and the world. It also boosts investments and brain power.”

While Thumbs Up is thrilled to have won a South Asian Inspiration Award (SAIA) in the small business of the year category in 2022, Kanji says, “The best recognition is when your customers tell you that yours is the best roti or samosa they have ever had, and then they share that good news with others!”

She thanks, “My life partner Amin, who is also part owner of the company and the backbone of all my food creations. He implements all the production systems and efficiencies. Without him, there would be no Thumbs Up. I also thank Adeel Ramji, my brother who has been with us from the start. “We have also received a lot of support from my adult children over the years and my extended family. The Ismaili Muslim community has also been very supportive, and I could never forget the Alberta Food Processors Association and the Agriculture Financial Services Corporation. These two institutions were instrumental in the growth of our company during our formative years.”

Locally, Thumbs Up products are available directly from the brand, or through a handful of retailers and distributors. To experience one of the best roti, samosa, pakora –and more – that you have ever eaten, visit thumbsupfoods.com to place an order. If you are a wholesaler or distributor looking to expand your line, and please some ready and willing pallets, give Fauzia and Amin a call. See why this local company is expanding across the US and be an early adopter of the distributors expanding them across Canada.

What comes next for Thumbs Up Foods Inc.? “Succession planning,” Says Fauzia. The company is on a roll, and plans are in place to keep that momentum going.