Building on the success of her first business venture, The Tea Room, a zero-consumer-waste coffee shop, Michele Romanow is once again merging her interests in sustainability and food. Using an aquaculture facility in Florida, Evandale Caviar will supply the world’s largest caviar market, the United States, while working to protect the sturgeon species from extinction.

How did you become interested in sustainable food?

As engineering students at Queen’s University in Canada, we were challenged to build things not only faster and lighter, but greener. So I started thinking about ways to produce food more sustainably.

Why caviar?

I chose caviar because it represents luxury and timeless elegance and has some of the largest profit margins in the food industry. People say that the caviar market is very similar to the oil market: if you produce the product, it will sell.

In June 2008, you launched Evandale with two of your engineering classmates from Queen's, Anatoliy Melnichuk and Ryan Marien. What have you achieved since then?

From July to October 2008, we ran a successful pilot project in Canada to build up our client base. We opened a fishery in St. John, New Brunswick and sold the caviar to 70 top restaurants in seven cities.

We’ve also set up a strong partnership with the University of Florida. Evandale will serve as a sturgeon gene bank and allow researchers to use the farm to perform studies. In exchange, they’ll help us monitor fish health and carry out research and development projects. Working together, we’re hoping to restore diminishing sturgeon populations to their natural levels.

So what’s the next step?

The next step is building our research and production facility. With adequate financing, we hope to begin construction this autumn.

What do you hope Evandale will achieve?

Historically, the Caspian Sea has been the world’s main source of caviar, but overfishing has endangered the sturgeon species and created a huge supply shortage. Aquaculture is the natural solution, but no one is doing it sustainably. Not only will we fill a gap in supply, we’ll ensure the survival of the sturgeon species for years to come.

What has been the most rewarding part of this project for you?

Knowing that when I go to work, I get to create something from nothing. When projects succeed, it’s the result of my hard work and insight. It was also an amazing feeling to see—and taste—my caviar in a beautiful restaurant.

This is your second major start-up venture, and you’re not even 25 years old! What are the secrets to being a successful young entrepreneur?

• Curiosity: I’ve always been fascinated by the world of business and am always asking questions.
• Drive: from a young age, I’ve been determined to be the best at whatever I’m doing.
• Optimism: dream big.
• Cold calling: convincing people you’re worth talking to is an invaluable skill.
• Detailed research: it should form the foundation of all of your decisions.

Who is your female role model?

Marjorie Benson has been my mentor for the past 10 years. She began her career as a public school teacher, moved into public policy and went on to complete a law degree and a PhD at Harvard. As a law professor, she won teaching awards and wrote a number of books on agricultural law, property law, First Nations Law and dispute resolutions. What I find most inspiring about Marjorie is how she used her strengths and talents to create opportunities far beyond those directly in front of her.

How did you feel about being selected as a finalist?

I was in a meeting when I received the news. I was grinning ear to ear! I’m so humbled and excited to be a part of these awards.

Michele is working with Mona Kennedy, INSEAD MBA 08, and Nicole Ehrbar, Assistant Vice President Public Relations of Cartier North America, on how to scale up the business and on building a strong brand image for Evandale.