Small Business Spotlight: Pigfrees

At Pigfrees, inclusivity and quality are at the centre of every product. Founded by Siobhan Peters, the Toronto-based business was created to offer treats that people who are often excluded from traditional sweets could finally enjoy without compromise. “Many popular sweets, especially marshmallow-based products, contain pork-derived gelatin, and I saw an opportunity to create something just as delicious without that barrier,” says Siobhan. “My goal was simple: make treats that everyone can enjoy, without compromising on taste, quality, or presentation.”

Siobhan’s background in media and community work shaped the way she approached building Pigfrees, not just as a product, but as a brand rooted in connection, culture, and creativity. After years of creating platforms and community-focused spaces, launching a business from the ground up felt like a natural next step. Pigfrees first began selling at farmers’ markets, giving Siobhan the opportunity to connect directly with customers and hear immediate feedback about the products. “The response has been overwhelmingly positive, and it confirmed that there is real demand for what we’re building,” she says.

As the business continues to grow, Siobhan is participating in the Digital Main Street Digital Service Squad program, where she is working closely with Digital Service Squad member Jonathan to strengthen Pigfrees’ digital presence and prepare the business for long-term growth.“I am currently participating in a Digital Main Street program, and the experience has been very valuable,” says Siobhan. “Jonathan has been especially helpful, working closely with me to revamp the Pigfrees website and plan more effective marketing campaigns.”

Through the program, Siobhan is developing a stronger understanding of digital adoption and gaining hands-on experience managing her own Shopify website. The improvements are helping create a more user-friendly and visually engaging online experience while also giving her greater independence in day-to-day operations. “I’ve also been able to lower my monthly operating costs by streamlining tools and improving how the website is set up,” she says.

Learning how to independently manage and update the website is allowing Pigfrees to move more quickly when launching products, making changes, and engaging with customers online. It has also reduced the need for outside support, creating a more efficient and sustainable workflow for the growing business.“Overall, the digital tools and strategies I’ve adopted have helped strengthen Pigfrees’ online presence, improve customer engagement, and create a smoother path from discovery to purchase,” says Siobhan.

Now, Pigfrees is preparing for its next stage of growth as the business expands beyond farmers’ markets and focuses on increasing its online reach while preparing for retail and wholesale opportunities. Upcoming plans include launching a competition campaign with the support from Jonathan to help grow the company’s contact list, increase website traffic, and deepen customer relationships. At the same time, Siobhan is continuing to refine Pigfrees’ products while working toward developing proprietary vegan marshmallow formulations to support future growth and production needs.

By continuing to invest in digital tools, targeted marketing, and customer engagement strategies, Pigfrees is building a strong foundation for sustainable growth while staying true to its mission of creating delicious, inclusive treats for everyone.