Building a Bigger Table: Sharecuterie’s Innovative Recipe for Food and Community

By ICIC | June 17, 2025

Some of the best ideas are born not in a boardroom, but from life itself. For Cassandra Carreiro, a psychiatric nurse, the spark for her business came from a deeply personal place. In October 2020, as the world was grappling with a pandemic, she launched Sharecuterie, a food artistry company with a mission that went far beyond cheese and crackers. It was about connection, inclusion, and nourishing the soul.

Today, Sharecuterie is a celebrated Indigenous and woman-owned brand in Winnipeg, a testament to how lived experience can fuel incredible small business growth. With a brick-and-mortar cafe, a bustling catering service, and a new location on the horizon, Cassandra’s journey offers a powerful story for any entrepreneur wondering how to turn their unique perspective into a thriving business.

Building a Business from Experience

Cassandra’s vision for Sharecuterie was shaped by her own life. As someone with celiac disease, she knew the feeling of being an afterthought at gatherings, searching for safe and appealing food options. She decided her business would be different.

“That personal experience led me to design our menu around accommodating dietary needs while still offering high-end, beautiful boards that everyone can enjoy,” Cassandra shares. “We don’t just offer gluten-free—we center it, along with other allergen-aware and culturally conscious options.”

This commitment to inclusion became her cornerstone. Instead of seeing dietary needs as a hurdle, she saw an opportunity to create a space where everyone felt welcome and cared for. This ethos extends to her sourcing, as she meticulously selects seasonal ingredients from local businesses in Winnipeg and rural Manitoba, ensuring every board supports a network of small entrepreneurs.

From Passion Project to Strategic Growth

What started as a home-based hustle quickly gained a loyal following. But as demand grew, so did the challenges. Cassandra knew that to scale her passion into a sustainable company, she needed more than just great ideas; she needed a solid business framework.

That’s when she discovered a program perfectly aligned with her journey: the ICCC-Pizza Hut Equal Slice Program. This unique partnership brought ICIC’s renowned ICCC program curriculum to Canada, offering free executive education and mentorship specifically to disabled, immigrant, Indigenous, minority, and women-owned small businesses. As part of the 2024 virtual cohort, Cassandra found herself in a community of peers who understood her path.

The program also presented the opportunity for participants to receive one of five $20,000 CAD grants. Cassandra’s vision and hard work shone through, and she was named one of the 2024 Grant Winners.

“The ICCC program was instrumental,” she explains. “It challenged me to think strategically about scale, sustainability, and storytelling. I refined my financial planning, clarified my unique value proposition, and connected with other entrepreneurs who understood the challenges and triumphs of building something purpose-driven. ICCC gave me the confidence and tools to not only apply for funding—but to plan how to use it effectively.”

Innovation That Builds Community

Armed with new skills, a clear strategy, and a significant grant, Cassandra focused on innovating in ways that deepened her connection with the community. For her, innovation isn’t about flashy technology; it’s about listening and responding with creative, values-driven solutions.

One of her most successful ideas was the Build-Your-Own Board workshop. “I wanted to offer something more than just a catering service—I wanted to create an experience that brought people together, celebrated local food, and gave folks the chance to connect creatively,” she says.

The response was immediate. “The first workshop sold out quickly, and I remember looking around the room—people of all ages and backgrounds laughing, learning, and making their own charcuterie boxes with pride,” Cassandra recalls. “Some were gluten-free, some vegetarian, and no one felt like an afterthought. That moment affirmed for me that innovation isn’t always flashy—it can be a space where people feel seen, included, and delighted.”

These workshops have become a signature offering, turning customers into a community and demonstrating how experience-based offerings can drive both revenue and brand loyalty for BIPOC and women entrepreneurs.

Looking Ahead: Growth with Purpose

The journey is far from over. Cassandra is now preparing to open a new 150-square-foot location in The Forks Market, an iconic Winnipeg hub for local artisans and food. It’s a huge opportunity that comes with its own set of creative challenges—namely, how to deliver the full Sharecuterie experience in a small, high-traffic footprint.

Once again, she’s leaning on innovation, rethinking workflows and refining her menu to make a big impact in a small space. Her five-year plan includes more locations and a line of retail products, all while deepening her commitment to community food education.

Cassandra’s advice to other small business owners is simple and powerful: “Innovation doesn’t have to be flashy or complicated—sometimes, the most powerful ideas come from your lived experience. Pay attention to what’s missing, what feels frustrating, or what people are asking for, and build from there with heart and intention.”

Cassandra Carreiro’s story is a vivid reminder that the most meaningful innovations are often born from a desire to solve a real human problem. By centering inclusion and community, she has not only built a successful business but has also created a table where everyone has a seat.

About ICIC’s ICCC Program

ICCC is a 40-hour “mini-MBA” designed for established small business owners who want to lead, grow, and innovate in today’s fast-moving world. The ICCC program brings together executive education, networking, one-on-one coaching, and access to capital—empowering small businesses in under-resourced communities to break barriers, build stronger companies, and drive community impact. This expert-designed curriculum is offered at no cost to qualifying businesses, thanks to ICIC’s funding partners.

To learn more and apply visit icic.org/iccc.