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Entrepreneur mom reaches semifinals in national competition

Lauren Andrew is the co-founder of AWAKE in Oro-Medonte, described as 'Canada’s first ashes-to-earth company'
AWAKE's Lauren Andrew is a semi-finalist in Canada's Total Mom Pitch.

AWAKE, based in Oro-Medonte, is proud to announce that its co-founder Lauren Andrew has been named a semi-finalist in Canada’s Total Mom Pitch.

The annual competition recognizes entrepreneurial moms across Canada, providing mentorship, marketing support, and a $50,000 grant for winners to grow and scale their business. Judges include women leaders from TD, Google, and Bell. 

Among more than 1,000 applications, Andrew’s business stood out. AWAKE is Canada’s first ashes-to-earth company, offering a completely new view of funeral services. Its at-home memorial kit turns ordinary urns into living plants, with an internationally patented amendment for cremation ashes. Families can celebrate whenever and wherever they choose, knowing their loved one’s final act on earth was positive.

“Our first clients were sisters who lost their mother unexpectedly,” Andrew shared, “They held her ceremony in a public park and planted her ashes with a hibiscus flower. It was so personal. And it brought home how important this work is right now.”

The country’s aging population has made conversations about memorial and funeral planning more common. As families ask themselves what is both meaningful and manageable, AWAKE offers after life options for celebrations and send-offs that reflect today’s reality, focusing on environmental impact, spiritual healing, and cultural inclusivity.

Being in Canada’s top 100 mom entrepreneurs has special meaning for Andrew, who welcomed her second child just five months ago. “2023 has been quite a trip so far, bringing a baby and a business into the world,” she said. “Becoming a parent makes you reflect on what you learned from your own parents and grandparents, and how you can grow from them and lead the way for the next generation.”

Voting for Canada’s Total Mom Pitch competition is open until May 4, 2023 at Canada’s Total Mom Pitch

AWAKE was founded in 2021 and is based in Oro-Medonte.