For the Love of Chocolate, Home, Empowerment, and Giving Back 

When Nesreen Abosultan chose the name, Wud, love in Arabic, for her new small business, it was a truly fitting name. There was love for family, love for quality chocolate, and plenty of love for where she came from.  

Nesreen’s business idea was born from a desire to make a luxurious chocolate tray as part of a birthday giveaway commemorating the birth of her youngest.  It was the first time this Palestinian mother of three, who came to Canada as a refugee in 2019, had been in this situation. She wanted to make a traditional birthday tray with her older daughter and son, but they just couldn’t find the chocolate they needed.  

So, the Burlington, Ontario-based mother took matters into her own hands. With no background in business, but extensive nonprofit experience, Nesreen and her husband (who has a background in finance) joined forces to create a high-end chocolate company heavily influenced by Middle Eastern flavours that launched their first product in December 2023. Nesreen chooses the recipes, and they are handmade in Lebanon. 

“I wanted to show Canadians how good our chocolate could be with a luxurious product to treat yourself with,” says Nesreen. “There was a clear gap in the market for selling products with Middle Eastern flavours,  like pistachio, sesame, and roses with Arabic cream – ingredients we don’t usually find in chocolate here in Canada. And we wanted to make a product with a story of community, while giving back.” 

Nesreen launched Wud just in time for Christmas 2023, all the while juggling motherhood and a full-time job managing 15 overseas media and journalism trainers for a national nongovernmental organization. 

“I’m good at time management,” says Nesreen about her multifaceted and high-paced lifestyle, “I also believe in baby steps and have a very clear vision for my product.”  

As part of the initial baby steps that Nesreen took when developing her idea was to apply for a newcomers’ assistance program in Canada, followed by an investment by Jumpstart Refugee Talent through their entrepreneurial support program. It was here that she started working with Waseem Jawad, Jumpstart’s Senior Program Manager, Entrepreneurship. 

“From the moment we started working with Nesreen, we could see her business idea had great potential,” says Waseem, “but she also has the determination and work ethic to carry this business forward as far as she’d like to go. We are very proud to be a part of her entrepreneurial journey.” 

By March 2024, Wud launched their website and Instagram page and are working on getting FDA certification for shipments to the United States. Wud is also a truly family affair. Nesreen jokes that her 10-year-old daughter, Yasmeen, is the marketing manager but there’s also a large amount of truth. 

“All of our kids are involved in preparing the boxes,” says Nesreen. “It’s been such a good experience for everyone in the house, and it’s so rewarding for all of us when we see people enjoy our chocolate.” 

Over the past several weeks, Wud has beenbusy preparing for a collaboration product for Mother’s Day 2024, a special card to be added to each of the boxes. 

“Our mission here is really about refugee empowerment,” says Nesreen referring to showcasing and showcasing the talents and skills of refugees. “It’s about gifting with a mission and, for me, that first goal is economic empowerment.” 

In the year ahead, Nesreen hopes to use her experience and knowledge to give back and help support other refugee businesses and organizations, including Jumpstart.   

Sounds like for Wud, there’s a lot more love yet to come. 

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Nesreen participated in Jumpstart Refugee Talent’s 2023 Entrepreneurial Support Program and will be a featured vendor in the upcoming Refugee Marketplace, an online portal for supporting Refugee small business owners.

For more information on Wud, please visit their website: wudbites.ca 

Follow on Instagram: www.instagram.com/wudbites 

Shop the Refugee Marketplace, Canada’s first online platform showcasing products exclusively made by refugee entrepreneurs.