Kebaonish: Representing Indigenous Cultures through Coffee and Tea

Jun 4

Battling for space in the coffee and tea market is a tall order. With the plentiful selection of different brands, blends, and flavours, it’s tough for a new organization to stand out on the shelf and build a loyal following.

One startup, headquartered in Tyendinaga Mohawk Territory, Ontario, has broken through the market by prioritizing community building and cultural values. Kebaonish is an Indigenous and woman-led business that centres on the Anishinaabe and Haudenosaunee ways of life, emphasizing interconnectedness between individuals and the environment. Beyond product quality, their continued success stems from a duty to act as a platform for Indigenous cultures and staying true to Indigenous teachings.

Modelling a Business that Honours Traditional Knowledge Systems

Founded and co-owned by Dr. Shyra Barberstock and her partner, Dr. Ryan “Rye” Barberstock, Kebaonish is an Indigenous-led coffee and tea business that supports Indigenous Peoples by sharing their teachings across Canada and the globe. The connection to Indigenous Peoples can be seen throughout every facet of Kebaonish, including the display of Indigenous art on their product packaging, with a royalty going to the artists.

But the connection isn’t only about packaging and profit-sharing. At the heart of the business is a drive to embody Indigenous learnings and culture. As Shyra notes, “Our goal is to restore connections between people, land, and water by embodying the learnings and traditions of our cultural heritage. All people have a story to share, and each individual’s story holds knowledge and value for others.”

This emphasis on story sharing rings true throughout the business. Whether through Kebaonish’s website, social media, or talking with the team, the business prides itself on being a platform for Indigenous cultures and the coming together of people to share knowledge.

“We believe that combining a hot beverage with a story from a friend or stranger is an all-encompassing moment that helps us grow as people and live a healthier and more fulfilling life,” said Shyra, connecting the inspiration of coffee and tea as a platform to promote Indigenous cultures and lifestyle.

Taking Inspiration from Culture

Drs. Shyra and Rye Barberstock have made a name for themselves as Indigenous business leaders in Canada. Shyra, a member of Kebaowek First Nation in Kipawa, Quebec, and Rye, a member of Mohawks of the Bay of Quinte, located in Tyendinaga Mohawk Territory, Ontario, both earned doctorates from Queen’s University in Geography and Planning, focusing on Indigenous supply chain and procurement and Indigenous economy and cultural resurgence respectively.

In 2015, the Barberstocks founded Okwaho Equal Source, a trusted Indigenous consultancy, program developer, and research think tank that acts as a leader and change agent for Indigenous-inspired social enterprise, innovation, finance and procurement models in Canada.

Through supporting Indigenous innovation and communities, the Barberstocks saw the great potential of business as a platform for spreading Indigenous learnings and further supporting the growth and prosperity of Indigenous Peoples and communities.

As Shyra stated, “Kebaonish is about putting something positive in the world that supports growth for Indigenous people, while promoting the culture and values across Turtle Island and beyond.”

A Merging of Business, Reconciliation, Teaching, and Learning

Shyra and Rye’s connections to their Anishinaabe and Haudenosaunee communities and heritage run deep into the fabric of the company. The name Kebaonish (pronounced Kay-bah~nish’) combines the first five letters of Shyra’s community, Kebaowek (meaning ‘river narrows’ or ‘the place where you disembark’, and “nish” from the word Anishinaabe (meaning ‘original peoples’).

As Shyra explains, “Kebaonish means the warm-hearted feeling of having been away and now returning home—to your community, your family, your friends, and ultimately, to yourself.” Through this connection, Shyra leads Kebaonish to create a better future for today and future generations by promoting responsibility and accountability in our actions.

According to Shyra, the connection to concepts like Mino-Bimaadiziwin (“Living a Good Life”) and Ka’nikonhrí:yo (“the good mind”) act as guiding forces for their business, and their success is a testament to the relevance of Indigenous learnings in today’s markets. “Reconciliation centres on achieving economic self-determination through sustainable Indigenous business. By proudly weaving our culture and learnings into what we do, we can be an example for others, showcasing that Indigenous businesses can thrive autonomously while staying true to our traditional knowledge systems.”

Expansion while Staying Rooted to Kebaonish Values

The business has come a long way from being inspired by a daily routine of smudging, yoga, and tea to maintain physical, mental, emotional, and spiritual health during the long years of isolation brought by COVID-19. Today, Kebaonish has premium, certified organic, ethically sourced teas and coffees. The tea blends are inspired by the 7 Grandfather teachings of the Anishinaabe, and the 4 coffee blends are inspired by four Haudenosaunee wampum treaties. Kebaonish coffee and tea are blended/roasted and packaged in Canada and are shipped to customers and retailers across Turtle Island (North America).

“As Kebaonish continues to grow, it has been paramount to stay connected to the original values the business was founded on. This has led much of our decision-making, including the choice to remain 100% Indigenous-led and ensuring all our partnerships are with organizations, businesses, and individuals actively supporting Indigenous Peoples and communities,” explained Shyra.

The founder also emphasized the importance of scaling the business in a way that continues to support the prosperity of small businesses and communities. “We continue to build our foundation of partners with Indigenous and non-Indigenous small business retailers, including independent food, book, coffee, tea, and health shops in First Nations communities and urban centres.

“This business model, while directly supporting local communities and small businesses, also allows for better margins, which enables Kebaonish to provide royalties for the artists and to use a percentage of profits to support culture and language revitalization in our First Nations communities.”

Another major sales stream has been through direct online purchases. Shyra has seen major growth in customers in urban centres and regions across Canada. “Our customers resonate with the storytelling and values that Kebaonish stands for. Indigenous people countrywide see the representation, while non-Indigenous customers value the window into Indigenous cultures and ways of knowing and being.” Shyra plans to ramp up content for her growing online community of customers, honouring Anishinaabe and Haudenosaunee knowledge systems and being a platform for achieving balance and harmony with oneself, others, and the environment.

Partnering with Launch Lab

Last year, Shyra took advantage of Launch Lab services to grow Kebaonish to the next level. Working with business advisors Scott Runté and Judith Pineault, Shyra developed a financial modelling plan, building accurate COGS (Cost Of Goods Sold) and financial forecasting that set the business up for sustainable growth in the coming years.

Shyra is also leveraging Launch Lab’s Digital Lead Generators, a digital marketing and brand service that supports email and social media campaigns, which has led to major return on investment as more Canadians are exposed to Kebaonish.

“Launch Lab has been a continued source of support for Kebaonish as we expand our sales and look to grow our brand footprint. Launch Lab advisors empower founders to cut through the noise and focus where it matters, while also providing services that will drive penetration in new markets.” – Dr. Shyra Barberstock

Why Values Drive Good Business

Looking back on the past few years growing Kebaonish, Shyra has learned a lot about herself and what is required to grow a major business. As an Indigenous and woman business leader, she emphasizes the importance of staying true to your values while managing your business:

“You have to lead with an unwavering passion for what your business stands for. Being grounded in your values can help guide your decisions, while passion for what you are doing will get you through the tough times. For me, being a good CEO means understanding why you are in it, while also asking yourself, ‘What is your give back?’ Business-owners have a special platform to support communities, whether monetary or otherwise, and it is up to us to go out of our way to do so.”

In June 2025, Kebaonish will put this into practice for National Indigenous History Month. In the month of June, for every bag of coffee that a customer purchases online, Kebaonish will donate $2 to Tsi Tyónnheht Onkwawén:na (TTO), Tyendinaga Mohawk Territory’s Kanyen’kéha (Mohawk language) and culture centre. Kebaonish is aiming to raise $10,000 for TTO in June, which will provide support for Mohawk language programming. Click here to learn more.

Thinking of starting your own company? Shyra had this to say: “If you are dedicated to learning, take the leap. There are business support centres that can give you the knowledge and skills to succeed. The world needs as many leaders dedicated to sharing their positivity and building our communities as possible.”