Judith Fetzer: The Cook It Founder Redefining Entrepreneurship, Leadership, and Authentic Success in Québec
In the world of modern entrepreneurship, few stories blend innovation, heart, and authenticity quite like that of Judith Fetzer, co-founder of Cook It, one of Canada’s leading meal-kit companies. Over the past decade, Fetzer has gone from an ambitious start-up founder to one of Québec’s most influential business voices, inspiring thousands through her leadership, podcast, and fearless approach to redefining what success really means.
From a Kitchen Table Idea to a Canadian Household Brand
When Judith Fetzer co-founded Cook It in 2014, the concept of meal kits was still relatively new in Canada. She saw a gap in the market; people were increasingly busy but still wanted to eat well and cook at home. Her solution was elegantly simple: deliver pre-measured ingredients and chef-designed recipes straight to customers’ doors, turning the dreaded “What’s for dinner?” question into an experience families could actually look forward to.
Starting out wasn’t glamorous. Like many entrepreneurs, Fetzer wore every hat imaginable from marketing and customer support to packaging and supplier negotiations. What set her apart, however, was her relentless focus on quality and sustainability. Under her leadership, Cook It became one of the first meal-kit companies in Canada to emphasise local sourcing and waste reduction.
Today, Cook It serves thousands of households across the country and employs hundreds of people, proudly headquartered in Montréal. It’s not just a business success story it’s a testament to how purpose-driven entrepreneurship can scale without losing its soul.
Scaling With Purpose: Lessons From the Cook It Journey
What makes Cook It’s growth story stand out is how Fetzer has consistently balanced rapid expansion with strong values. While other startups chased aggressive fundraising and acquisition strategies, she focused on building a company that could sustain itself through community trust and customer loyalty.
Fetzer has often said that Cook It’s mission goes beyond delivering food it’s about giving people back time, confidence, and the joy of cooking. That mindset has guided every major decision, from developing new recipe lines to partnering with local farmers and suppliers.
Even during the pandemic, when global supply chains were tested and businesses struggled to adapt, Cook It thrived. The company doubled down on supporting local producers, helping sustain dozens of Québec farms and small businesses. It’s an approach that made Cook It not only resilient but respected a rare feat in the fast-moving food-tech space.
A Role Model for Women in Business
In a province where entrepreneurship is still male-dominated, Judith Fetzer has become a symbol of possibility for women founders. Her rise wasn’t easy; she faced the same skepticism, funding hurdles, and work-life imbalances many women encounter in business. But instead of letting that define her, she turned it into fuel.
Through media appearances, mentoring initiatives, and speaking engagements, Fetzer has consistently used her platform to champion female leadership and diversity in business. She challenges outdated notions that ambition and empathy can’t coexist and instead shows how leading with compassion can be a competitive advantage.
Her story has been featured in national outlets, and she has even graced the investor panel on Dans l’œil du dragon (the Québec version of Dragon’s Den). For many viewers, seeing a young, outspoken woman entrepreneur at the table was a game-changer. She represented a new generation of business leaders who are not afraid to be bold, transparent, and unapologetically human.
Un Café Avec Judith: Conversations That Go Beyond Success
While Fetzer’s entrepreneurial journey could have been a full-time story on its own, she found another passion along the way creating space for real, unfiltered conversations about what it means to lead, grow, and sometimes fail. That passion evolved into her podcast, Un Café Avec Judith.
In each episode, she sits down with entrepreneurs, creators, and changemakers to talk about everything from mental health and motherhood to ambition and burnout. What sets her podcast apart is its honesty the kind that’s rarely seen in glossy business profiles. Guests are encouraged to share the real behind the success: the sacrifices, the doubts, and the lessons learned.
Listeners describe Un Café Avec Judith as like grabbing coffee with a trusted mentor one who’s been there, made the hard calls, and still believes in the power of vulnerability. It’s no surprise the show has developed a loyal following among both aspiring entrepreneurs and established leaders who crave authenticity in a world obsessed with perfection.
Leadership Rooted in Humanity
When asked what drives her, Fetzer often talks about her desire to build things that matter businesses, conversations, and communities that make people’s lives better. That human-centric philosophy is evident in every facet of her work.
At Cook It, she’s known for cultivating a team culture that celebrates creativity and balance. She encourages open dialogue, flexible thinking, and mentorship across all departments an approach that has earned her recognition as not just a founder, but a true leader.
In interviews and on her website, JudithFetzer.com, she shares practical insights drawn from her own experience: lessons on scaling sustainably, navigating investor relationships, and balancing growth with mental well-being. Her writing blends business intelligence with empathy, offering a rare glimpse into the mindset of a founder who refuses to sacrifice her values for velocity.
Building a Brand That Reflects Real Life
One of the most refreshing things about Judith Fetzer is how seamlessly she integrates her personal values into her brand. Both Cook It and Un Café Avec Judith embody her belief that business should feel personal not just transactional.
That belief resonates deeply with today’s consumers, who increasingly gravitate toward companies with purpose and transparency. Cook It’s community-first model, ethical sourcing, and commitment to local partnerships have made it more than a meal-kit brand; it’s become a lifestyle choice for families who care about what they eat and where it comes from.
What’s Next for Judith Fetzer
As Cook It continues to expand its offerings including family-friendly recipes, special occasion boxes, and collaborations with top chefs, Fetzer remains focused on the bigger picture. Her goal is not only to scale the company but also to empower other entrepreneurs to follow their own path with clarity and courage.
She frequently reminds audiences that success doesn’t have to mean constant hustle. Instead, she advocates for sustainable ambition a slower, more intentional way to grow both personally and professionally. It’s a message that feels especially relevant in today’s burnout-prone business culture.
A Legacy of Leadership and Impact
In many ways, Judith Fetzer’s story reflects a new era of entrepreneurship in Québec: one that values integrity as much as innovation. Her journey with Cook It shows that great companies are not built on ideas alone, but on perseverance, empathy, and a clear sense of purpose.
Through her ventures, mentorship, and podcast, Fetzer continues to shape the conversation around what it means to build a meaningful career and life on one’s own terms. Whether you’re a first-time founder, an aspiring leader, or simply someone looking for inspiration, there’s something profoundly human in her story.
If you’d like to dive deeper into her world of leadership, entrepreneurship, and creative storytelling, visit JudithFetzer.com or listen to her thought-provoking podcast Un Café Avec Judith where every conversation begins with a question, a story, and a cup of coffee. Also connect with her on her socials.
