Ben Strasser has always embraced new and challenging opportunities, which has helped him to become a well-rounded entrepreneur and committed to building a better community.
Strasser, who was born and raised in Brantford, had his heart set on working in the video game industry, until a call from his grandfather changed the trajectory of his career.
“One day, my grandfather called me while I was in school [for animation] and asked me if I wanted to watch the phones for him while he went away. He’s been in business for himself for around 45 years, in the refrigeration industry [doing] the engineering for all of the large grocery channels,” he said. “And so that was the start of a summer job for me at that time, and then he ended up teaching me and training me in that field. And that’s how I ended up getting the position with KeepRite Refrigeration, and then Hussmann in more sales-type roles.”
However, Strasser would continue taking on new opportunities as they came, including one with Lucas and Laura Duguid, the owners of Octopus Red, a local design company.
“Lucas and Laura were both a big part of my growth during that period of time…I [initially] reached out to them [and] had them do a logo for a business of mine, because I love their work…there was also another reason…I wanted to get to know them better [and] to learn from them. Lucas was doing lots of awesome things in the community, and I saw that as something that I really wanted to do as well,” he said. “[They] taught me a lot of things in that time like how to [manage] clients…and how to [properly] operate a business.”
Strasser would commission some other work from the Duguid’s. As well, they continually supported Strasser in his ventures and initiatives while providing opportunities including introducing him and his collaborator Matt Mannen to community television.
“They were involved in the events that I did by coming out and showing their support…they definitely tooted our horn and banged our drums and really helped us get known [and that’s] how we got to be on Rogers TV,” he said. “That’s how we got connected with Patti Berardi (station manager), when Lucas invited me and my business partner Bernie Martin on a show. That was really a neat experience.”
Strasser would work at Octopus Red for a couple of years, utilizing his graphic design skills there and then started the Millennial Network Group with Mannen in 2016, which unlocked many new opportunities in meeting and connecting with people in the community.
“It taught me a lot about dealing with people and managing people and communicating and networking, which is very important when you’re in business for yourself…helping gain new leads, and making new clients or new sales. And so doing that and growing the Millennial Network Group to where we did,” said Strasser.
In 2019, Strasser would collaborate with Bernie Martin, who he had met through the Millennial Network Group, in starting All Day Breakfast, an experiential marketing agency specializing in branding, graphic design, and event planning among other things.
“We ended up starting all day breakfast together based on a proposal, [which] didn’t turn into a project…but it did turn into us starting All Day Breakfast! And the name…a lot of people always ask us and I tell them that we were out for breakfast at Sunset Grill one day, and we were just kind of spitballing ideas for a company name back and forth [and] Bernie looked up over my head, and read something…he then asked me ‘What do you think about all day breakfast?’ I nodded in approval…and so, we just ran with it at that point…it’s been really fun…growing a brand that turns heads,” Strasser explained.
While Strasser kept on building his experience in areas of marketing and graphic design, he always maintained connections with the refrigeration industry, especially heading his consultancy business called True North Technical Services since 2017.
“I’ve been in the refrigeration industry for 16 years now…I remember climbing up ladders for my grandfather when I was around 13, to get serial numbers off of the roof. That has always been a big part of my life,” he said. “[And now] with True North, I work with grocery stores on designing their store layouts. If you’ve been to any Farm Boy in Ontario, I did the design work on their layouts. I have also done design work on a few Sobeys and Lococo’s and on a new grocery store that just opened up in Thornhill called the Olive Branch.”
However, the serial entrepreneur was also active in developing an initiative called “KickBack,” which provided various insights to mental health and support through people’s stories and experiences on Rogers TV.
“This is actually going to be the ninth year of KickBack, which blows my mind…to think that it’s been nine years since Aidan Grummett, myself and Patti Berardi started this initiative is amazing. I had met Aiden through the network group, and he had shared some experiences around mental health with him…and he told me he really wanted to do something [to] start a conversation. At that time, I had already been working with Patti at Rogers TV on a show called ‘Think Millennial’ and so I was able to pitch our idea to her,” he explained. “What we came up with was a 12 hour live mental health marathon, [which] featured interviews from people of all walks of life, with the angle of talking about mental health…we had many people sharing personal stories of how they’ve overcome, or how they’re currently battling, navigating or coping with their mental health. We also had organizations that came on to share about the work that they have been doing to try and help people that are suffering. And then there were individuals that came on [discussing] self-care as well [and] sharing different modalities, like yoga or different exercise techniques or different foods to try.”
What started as a one-off marathon quickly turned into an initiative which has been featured every year on Rogers TV as it was an experience that Strasser and his collaborators found inspiring.
“Patti presented that to her manager at the time, and I guess they wanted to do the 12 hours live…which is a huge undertaking…but it was such a beautiful experience. But the part that I think got us was the fact that we did that for 12 hours out of the Rogers TV Brantford studio [where] people came to share their stories…and how they wanted to help. Many of these [guests] would stay around the station [after the interview], and hung out in the lobby…connecting and talking with the other guests as they came in…it was really cool to see the community come together there…it was so special. After that [experience,] we knew that we wanted to do it again,” Strasser said.
Nevertheless, Strasser reflected on the last decade and his experiences, which led him to this point of his career.
“When I look back at the last 10 years…I see all of these pieces that I needed to do in order to gain the tools to be able to do what I do now…. if you were to pull up my LinkedIn and go through all the different pieces, I can point to those different things and tell you what I learned from all of them,’ he reflected. “I really enjoy being able to look back and see that and reflect on all those different experiences and what they all meant. I think it all kind of boils down to just saying yes when opportunities come up and seeing where things go.”
