By Tabitha Caswell for Bioenterprise Canada
With a strategic rebrand and marketing support, Waxwing Commons Ecological Farmstead has transitioned into a broader business model that reflects its values and expanding product line. Owned and operated by Rachel Lachance and Mike Degagne just outside Timmins, Ontario, this Métis and female-led venture has expanded from wild foraging to include regenerative agricultural practices and more. With a strategic rebrand and marketing support,
Formerly Black River Foraging Co., the farm underwent a full rebrand in 2024 with support from the Grow Ontario Accelerator Hub (GOAH), an initiative funded by the Governments of Canada and Ontario through the Sustainable Canadian Agricultural Partnership.
The shift to Waxwing Commons — a name inspired by the cooperative and caring nature of cedar waxwing birds — symbolizes a broader mission: cultivating a closed-loop, land-based business rooted in ecology, equity, and collaboration.
A Growing Identity for a Growing Business
The rebranding helped accelerate the company’s growth, with sales more than tripling over the previous year. “We knew that our products and direction had outgrown our old brand, and it was time for change,” says Lachance. “This new identity allowed us to align with our values and scale with clarity. We were a little nervous about changing our name, but everything went smoothly.”
GOAH’s hands-on support helped Waxwing execute its vision, from website updates to social media strategy and storytelling. “It wasn’t just about the look and the aesthetic of our online presence and marketing assets,” Lachance says. “It was also about the messaging — aligning the business with who we are and where we’re going.”
The Commons’ Model: Community, Not Competition
The family-run team creates handcrafted, small-batch skincare products using traditional methods. Their approach values environmental sustainability and community wellbeing and supports a bigger mission to strengthen their local economy. At the heart of Waxwing Commons is a unique approach: grow what they use, make what they sell, and source locally. Their products are made using ingredients produced right on their farm or nearby.
“The products we offer are alive with plant medicine,” says Lachance. “They’re not mass-produced. They don’t contain harmful additives. Everything is safe and sourced ethically, and that matters to us and our customers. Our goal is to build a business but also to leave the land better than we found it for future generations.”
In November 2024, Waxwing made its debut at the Royal Agricultural Winter Fair in Toronto, amplifying the new brand and reaching new customers. Back home in December, they launched The Commons Makers Co-op, a seasonal storefront and market supporting over 40 northern Ontario businesses. In its first month alone, it infused more than $140,000 into the local economy. “It’s a direct link between producers and consumers,” says Lachance. “People want to support local — they recognize the importance of it. We’re just making that easier.”
Real Support for Real Progress
Bioenterprise is Canada’s Food & Agri-Tech Engine, uniting innovators, partners, and investors to drive groundbreaking agri-food innovation and commercial success. Through its team of agri-food industry experts and Innovation Advisors, The Engine is dedicated to helping small and medium-sized agri-food businesses connect, innovate, and grow.
Working with a Bioenterprise Innovation Advisor, Waxwing Commons received strategic guidance on digital infrastructure, marketing, and scaling. “Our advisor dove in headfirst,” Lachance says. “He tested our website, purchased our products, and then provided feedback and guidance, helping us make informed decisions. That kind of engagement is rare and so valuable.”
Unlike many accelerators, GOAH provides practical, entrepreneur-informed support tailored to small, purpose-driven businesses. Through GOAH, Lachance was also connected with a marketing specialist who made the rebranding process easy to navigate. “The help was real — on the ground, in the dirt, and incredibly efficient,” says Lachance. “It was like having a project manager on staff who genuinely understood the realities of running a small, rural business.”
Supporting Ontario’s Agri-Food Future
With one partner now full-time on the farm, Waxwing is scaling its animal husbandry and medicinal herb production to support a subscription-based model. Long-term, they aim to build out agritourism offerings and permanent infrastructure to support their closed-loop vision.
“We’re not just making products, we’re growing a culture that’s cooperative, not competitive,” says Lachance, “and we think that’s a future that’s worth investing in.”
The GOAH initiative supports OMAFA’s Grow Ontario strategy, which aims to increase the creation and adoption of innovations for the agri-food sector to enhance competitiveness, grow market opportunities and strengthen the sector against future disruptions.
Waxwing Commons is a model of northern resilience and regenerative innovation. By reducing reliance on imported goods, prioritizing sustainability, and creating local market opportunities, the farm supports the Grow Ontario strategy’s goals for economic growth, food system resiliency, and sustainability.
Learn more about the Grow Ontario Accelerator Hub.
Learn more about the Sustainable Canadian Agricultural Partnership (Sustainable CAP).
Funded in part by the Government of Canada under the Sustainable Canadian Agricultural Partnership, a federal, provincial, territorial initiative.
The Sustainable Canadian Agricultural Partnership is a 5-year, $3.5-billion investment by federal, provincial and territorial governments to strengthen competitiveness, innovation, and resiliency of Canada’s agriculture, agri‐food and agri‐based products sector. This includes $1 billion in federal programs and activities and a $2.5-billion commitment that is cost-shared 60% federally and 40% provincially/territorially for programs that are designed and delivered by provinces and territories.