40 Launched with the Support of Seneca HELIX: Hot Choco Chill When Mehrad Moarefi enrolled in Seneca’s two-year Business – Marketing diploma program he was ready for a fresh start. In the past, the entrepreneur from Tehran had run two different businesses but he was at a crossroads and wanted to hone his skills to build a successful venture in Toronto. Towards the end of his studies in 2020, one of his professors suggested he register for HELIX. “I followed up and entered this fabulous program, which changed my life,” said 60-year-old Mr. Moarefi. “They have worked step-by-step with me to develop my idea.” Mr. Moarefi’s idea was to make an ice cream that warms people up and Hot Choco Chill Canada Inc. is the result. Ice cream was one of the most popular items he produced in his former food business. However, Mr. Moarefi said his research showed that ice cream sales fall about 70 per cent in Canada during cold months, an amount that is worth about $500 million. “They have worked step-by-step with me to develop my idea” “My unique ice cream has natural ingredients … well known to boost the energy and immune system of the body, so the consumer will feel warmth, health and relaxation. My hot ice cream is a solution for the whole season.” The ice cream, which is a cold product stored in a freezer, is made with a recipe Mr. Moarefi’s been perfecting. “It’s chilly but gradually it will make you feel warmer,” Mr. Moarefi said. “I call it a potion. It’s got about 19 ingredients — all natural, which are well known to boost energy and blood circulation and to fight viruses.” Chocolate is used in part of the process, along with popular Persian ingredients such as rosewater, saffron and cardamom. During the past few years, Mr. Moarefi has met weekly with a group of about 10 entrepreneurs in the HELIX program and he’s met one-on-one, as needed, with his coach Shelly Markel, Professor, School of Human Resources & Global Business and School of Management & Entrepreneurship. “He’s been working on the recipe for the last couple of years and testing it with focus groups,” Ms. Markel said. “Now he’s looking to take it to the next level.” Earlier this year, Mr. Moarefi was awarded a $5,000 grant from HELIX to help sample his product with a broad cross section of the public. He took his ice cream to a donair shop in downtown Toronto in June and over the course of two days gave out samples and collected about 250 questionnaires to help him refine his product. Overall, he was pleased with the feedback. “I’ve learned a lot from HELIX,” Mr. Moarefi said, noting everything from market analysis to legal obstacles has been covered. He’s now in the process of arranging financing and looking for a place to start producing the ice cream. “I’m hopeful I’ll be able to bring my product and brand into the market this winter,” Mr. Moarefi said, adding he plans to continue working with HELIX. Mehrad Moarefi, Founder, Hot Choco Chill, pitched his venture at the 2023 Seneca Innovation Symposium.
