Meet the Organization Changing the Way High-Performing Teams Are Built in Canada's Food Service Industry

Michelin Stars Reward Restaurant Excellence—How about for Equity?

Elle Asiedu is the Executive Director and co-founder of The Re-Seasoning Coalition , a non-profit dedicated to increasing Black representation within Canada’s food service industry.

I’m a curious person. A thinker. A ruminator.

I’m especially fascinated by why people make the choices they do—the psychology behind their decision-making. How much of it is driven by fear versus aspiration? By joy versus boredom?

When my co-founder Philman George and I started The Re-Seasoning Coalition (TRSC) nearly five years ago, it was after an in-depth conversation about food trends in retail and food service. We were struck by the irony of Africa being hailed as "the next frontier for flavour" while mainstream culinary exploration barely extended beyond Morocco. As a baker with a background in marketing and market research, I was thrilled to have a candid discussion with a culinary industry expert who, like me, was committed to creating opportunities for Black people to thrive.

During our chat, Philman shared a revealing story about a product he had worked on. A marketing team had developed a "regional" flavour, convinced they had nailed the profile without consulting consumers or chefs from the culture they were trying to represent. Unsurprisingly, the product flopped in stores.

Our organization is built on the belief that inclusivity is more than a moral imperative; it’s a business advantage. Equity fuels stronger performance, higher revenues, and sustainable success. Creating the conditions for historically marginalized groups to thrive isn’t just the right thing to do; it’s a strategic necessity. This is Canada—a rising tide should lift all boats.

To me, the formula for high-performing teams is like a key lime pie. The whipped cream topping represents improved business outcomes—the fringe benefits that can vary depending on how well the core principles of diversity and inclusion are applied. But the crust, the foundation, is ensuring everyone has an equitable stake in the direction you’re moving.?

So, what does it take to see more Black Canadians represented in every role across food service—from dishwasher to CEO? What’s stopping leaders from prioritizing and investing in spaces where Black employees can reach their highest potential? Why is ‘dining while Black’ still a thing? What systems need to be disrupted and rebuilt?

At TRSC, we’re answering these questions by developing unique, (often) first-to-market solutions and partnerships that drive systemic change. Our initiatives—like the Black Talent Networking Session, the Black Experience Pavilion at the Restaurants Canada Show, and our upcoming Equity & Empowerment in Foodservice e-learning program—are part of an innovation ecosystem designed to shift the industry. Our three pillars of research, programming, and community allow us to focus on real impact without sacrificing engagement. After all, this is the food & hospitality industry—it should be dynamic, welcoming, and fun.

Think about it: there are Michelin stars for restaurant excellence, but no Michelin stars for equity in the office or people management in back-of-house. That’s where we come in.

Our goal is to help food service brands steep their business practices in diversity, equity, inclusion and anti-racism so that new menu items make a splash, game-changing campaigns reach the right audiences, and culturally-inspired products don’t fail due to a lack of authenticity. Because behind every successful product, brand, and campaign is a high-performing team where equity-deserving groups have a seat at the table and the power to share, lead, and innovate.

Seeing and valuing your employees for who they are is a call to future-proof your brand. Learning about intersectionality, investing in your people, building strategic talent pipelines, and fostering workplaces where diverse perspectives thrive isn’t just good PR—it’s leadership. It’s your competitive edge.

P.S. – This May, we’re launching the Equity & Empowerment in Foodservice course—a revolutionary set of resources designed to help organizations do just this. Join our waitlist today: thereseasoning.org?