Indsights - A Window into the Indigenous Economy : A Case Study on Birch Bark Coffee

Abstract

Canadian post-secondary programs have historically been based on Western worldviews, one of the many challenges the Truth and Reconciliation Commission (TRC) has outlined in its calls to action published in 2015. Indigenous voices have consistently been marginalized in academia, despite their integral role in Canada’s growth in several areas of life. To fill this gap in education, the TRC has called on Canadians to incorporate Indigenous culture into mainstream teaching. In collaboration with the Canadian Council for Aboriginal Business (CCAB), the current research project, known as Indsights, aims to showcase the contributions of Indigenous-owned businesses to Canada’s economic development through qualitative methods. Applicable to a range of post-secondary programs, Indsights is delivering revitalized modes of learning by means of present-day case studies and in-depth interviews, supplemented with teaching notes. These materials reflect on the accomplishments of Indigenous entrepreneurs and business owners from a number of sectors, as well as the challenges and barriers they have faced since establishing their businesses. For academic reference, these challenges and successes are compared with research on global leading markets, to identify what sets each business owner apart in their respective industries. This framework allows for reflective discussion of early and modern ideas in business that both students and educators can utilize. By displaying diverse representation in business, new possibilities in academic inclusion can unfold, demonstrating to both Indigenous and non-Indigenous people the strength that evolves in the face of adversity. Through the findings of this research, educators and students will be given the chance to make academic and social impacts not only on Indigenous communities, but local businesses as well.

This case study focuses on Birch Bark Coffee whose business is in the Coffee and Tea Manufacturing sector.