A rural village, a small metal fish, and a queer entrepreneur with the drive to make a difference. Learn how Gavin Armstrong, CEO of Lucky Iron Life, brought his life-changing business to the world—and how the CQCC’s Global program supporting Canadian entrepreneurs to scale up through international trade missions helped.
THE BACK STORY
It started in 2008. Gavin Armstrong was completing doctoral research on the high anemia levels in the rural Cambodian village where he was staying. He saw firsthand how iron deficiency was negatively affecting the community, and wanted to help if he could.
He needed a product that was simple and approachable, so he created a solid iron fish that could be added to pots of soups, stews, and water. The iron would then safely seep into the meals. As community members began to feel better, they would thank the ‘lucky fish.’ With that, the Lucky Iron Fish was born, eventually commercializing to become Lucky Iron Life. The company now supports a staff of 9 employees, has reached over a million people worldwide, and provides different types of iron to large scale suppliers.
THE CHALLENGE
After commercializing Lucky Iron Life in 2012, Gavin was ready to level up. His brilliant idea was already backed by research; it just needed the financial backing to match.
In 2014 an investor reached out on Instagram. What started as a promising conversation quickly turned discriminatory. The investor was homophobic and refused to work with Gavin simply because he was gay. The setback was personal and professional, undermining his confidence. Gavin started second guessing how he presented and keeping his identity separate from his business dealings.
THE SOLUTION
As Lucky Iron Life grew, Gavin continued to shrink. Then he won the EY Social Entrepreneur of the Year Award in 2017 and everything changed for the better. His acceptance speech bravely referenced his identity as a gay man, prompting CQCC co-founder Darrell Schuurman and then Board member Zach Pendley to connect with him. It wasn’t long before Gavin fell in love with the CQCC and learned about their Global program. He now feels empowered to be his authentic self in business contexts, in Canada and beyond.
THE DIFFERENCE
Beyond personal acceptance and support, CQCC’s trade missions have helped Gavin scale Lucky Iron Life even further. Though he’d participated in trade missions to new markets before, the missions with CQCC (New York, Brazil, Mexico) truly stand out.
On a recent trade mission to Mexico, CQCC helped facilitate several commercial sales opportunities for Gavin’s latest product—an iron supplement in powdered form. He was introduced to four NGOs and several health food distributors who wanted to collaborate with his business.
He also connected with an organization that provides 1,200 kg of tortillas to underserved communities and a major food company. Both could easily fortify their essential products with Lucky Iron Life powder… a huge step in the global fight against anemia.
THE OPPORTUNITY
So what makes the CQCC trade missions different? They are specifically tailored for 2SLGBTQ+ owned businesses who are ready to expand beyond Canadian borders.
The CQCC does the pre-work. First they help participating businesses establish clear goals. Then, the embassy, trade offices, and a business matchmaking firm create tailored connections for each entrepreneur accepted onto the trade mission. When business owners arrive in the new country, meetings have already been set up. Networking receptions have already been scheduled. From there, brand awareness is spread and new relationships are built.
Beyond that, the CQCC Global program and each trade mission organized create a strong sense of community and support. That’s what’s kept Gavin working with them, prioritizing CQCC missions over others.
THE TAKEAWAY
CQCC Global Trade Missions go above and beyond to prepare queer entrepreneurs like Gavin for doing business in new countries by:
- Working with Canadian embassy staff and local business networks to understand the market (taxes, regulations, tariffs, etc)
- Training entrepreneurs to meet local businesses, whether suppliers, buyers, NGOs, or others, depending on their goals in the new market.
- Setting up meetings and facilitating new relationships
- Providing mentorship and support every step of the way
- Ensuring safety and understanding when navigating how to scale on the global stage
“An inclusive economy is a strong economy, and CQCC is creating inclusive economies by uplifting queer entrepreneurs–not just in Canada, but around the world.”
— Gavin Armstrong, Founder & CEO of Lucky Iron Life
