Case Study:

From Farmers’ Markets to National Shelves – Scaling Healthy Snacking at The Grove

By: Noah Long, Western Fair District

Business Information

Business Name: Peacasa
Founders: Aaron Johnstone & Victor Courarie-Delage
Product: Mediterranean-inspired chickpea chips
Founded: 2019
Website/Socials: peacasa.com | @peacasasnacks
Grove Tenant Since: January 1, 2022

Introduction

Peacasa is on a mission to make snacking better, both in taste and nutrition. Founded by friends Aaron Johnstone and Victor Courarie-Delage, the company crafts chickpea-based chips inspired by socca, a traditional street food from the South of France. What started as a shared idea on a hiking trip grew into a unique, plant-based product loved by all consumers and foodies. Since joining The Grove, Peacasa has transformed from a small batch farmers’ market brand into a national snack company with products in hundreds of stores across Canada.

The Challenge

Before joining The Grove, Peacasa faced the classic scaling roadblocks that stall many growing food businesses. Production was limited and out of a simple home kitchen, just 40 bags a day due to lack of space, equipment, and operational infrastructure. Many co-packers and manufacturers were reluctant to take a chance on the new product, leaving Aaron and Victor to handle production themselves. They needed a dedicated facility, support systems, and a community that understood the realities of launching a disruptive snack brand.

The Grove’s Role

The Grove provided Peacasa with the tools and space to break through those barriers. Access to commercial kitchen facilities and specialized equipment allowed them to dramatically increase production capacity. The Grove’s collaborative environment connected Peacasa with accelerator programs, investors, and other foodpreneurs, helping them refine their brand, secure retail partners, and prepare for national growth.

“The Grove gave us exactly what we needed—it gave us the confidence, network, and resources to think bigger, and go bigger” says co-founder Victor Courarie-Delage.

The Impact

Peacasa’s move to The Grove was a turning point. Production capacity jumped from 40 bags per day to over 400, enabling the company to enter over 600 retail stores across Canada. They’ve launched into major retailers, prepared to roll out in Walmart, and are now planning an expansion into the U.S. market. The team has grown steadily, with 20 employees currently. Alongside commercial success, Peacasa has strengthened its community impact by hiring through local partners like The Patch and Hutton House, donating to local causes, and exploring sponsorships for community events.

What’s Next?

The next chapter for Peacasa includes:

• Scaling to maximum production line capacity.

• Launching into Walmart and expanding into the U.S.

• Hiring up to 10 team members to scale production.

• Growing community impact, from donations to event sponsorships.

Key Takeaways

• Joined The Grove in 2021 to scale production and operations.

• Increased production by 900%, from 40 to 400+ bags per day.

• Expanded into 600+ stores nationwide.

• Built lasting partnerships within the food business community.
  
  

Conclusion

Peacasa’s journey proves that the right mix of innovation, persistence, and community support can take a small, inspired idea and turn it into a national brand. With The Grove’s infrastructure, pristine equipment, and networking opportunities, Aaron and Victor have built more than a snack company, they’ve built a movement for healthier, tastier, and more sustainable snacks. As they set their sights on U.S. expansion and further community engagement, Peacasa continues to embody the entrepreneurial spirit that The Grove was designed to nurture.