Unlocking Financial Freedom: Moirae Choquette Of Tomato Wheels Lambrusco On Innovative Side Hustle Strategies

An Interview With Eden Gold

Eden Gold
Authority Magazine
Published in
14 min readApr 9, 2024

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Tasting sessions were among the most exciting parts of this journey. Brad and I procured all 21 Lambrusco SKUs available in Canada and conducted blind tastings. Remarkably, our absolute favorite was one of the samples from our vineyard. It was an exhilarating moment for me to have reach our desired product.

In an era where financial stability seems increasingly difficult to achieve with a single income source, side hustles have become more than just a trend — they’re a necessity for many seeking financial freedom and independence. However, not all side hustles are created equal, and the journey to finding one that offers both profitability and passion can be elusive. With the digital economy offering boundless opportunities, there’s a myriad of ways to build an additional income stream. Yet, the question remains: How can individuals unlock the true potential of side hustles to not just supplement income, but to pave the way to financial freedom? As part of this series, we had the pleasure of interviewing Moirae Choquette.

Moirae Choquette, a prominent Canadian Indigenous entrepreneur, stands as a true pioneer in business and innovation. In 2022, she made headlines with the successful launch of Tomato Wheels Lambrusco, a product that quickly became one of Canada’s most recognized Lambrusco brands by 2023. With over a decade of experience in the tech and e-commerce industry, Moirae’s innovative programming strategies have consistently driven international recognition for the brands she’s worked with. Her entrepreneurial journey continues to inspire others as she leads the way in uncharted business territories.

Thank you so much for joining us in this interview series. Before we dive into our discussion our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

I’ve always had a creative spirit. When I was young, and my friends were asked the typical question, “What do you want to be when you grow up?” they often had quick and clear answers. However, I found that question fascinating because I had no idea what I wanted to be. So, I’d scramble to think of an answer and blurt it out, even though it felt strange as if I knew it wasn’t who I was going to become.

I recall asking my mom about my skills and potential career paths, and she told me, “Moirae, you are so creative. You’re one of the most creative people I know.” I remember thinking, “Thanks Mom, but you can’t make a job out of being creative.” Little did I know that 20–30 years later, my career would be built on creativity. It turns out that creativity is at the core of who I am, and I’ve used creative outlets throughout my life to express myself, both in my career and in my personal life.

Can you share the most interesting story that happened to you since you started your career?

It was an incredibly transformative time. I had just launched my kitchenware line, and I was grappling with how to compete with the big players in the industry. I needed substantial resources for digital marketing to become a formidable competitor, and I was open to shifting the direction of Tomato Wheels. I was actively strategizing the next steps and thinking about the brand’s evolution. It was during this time that a pivotal moment happened.

One morning at 3:00 AM, I had a vivid experience. It was as if something woke me from my sleep, and I felt incredibly awake. A single word repeated in my mind: “Lambrusco.” It was as clear as day. I rushed to my computer, still half-asleep, and started researching Lambrusco. I remembered discovering this delightful Italian wine in Italy a decade ago. It was challenging to find in Canada, with only a few restaurants carrying it, while liquor stores had limited knowledge of it.

At that moment, I knew I had to create my own Lambrusco. I started diving into research at 3:00 AM, gathering information about the Canadian market, the number of Lambrusco SKUs compared to other red wines, where it’s made, and the possibility of producing it in Canada.

That’s when I began writing the business plan for this new venture. The experience was almost otherworldly; I felt a strong intuitive pull. It felt like magic, like a divine revelation, even a bit like being on an exhilarating high.

In my gut and my entire being, I could feel that this was the right path, even though I had no knowledge of the wine industry at that point. I had no idea how I was going to do it, but I had faith in this new chapter for Tomato Wheels. I knew that it was the universe leading the way, and I had made a pact with the universe a few years ago that we were in this for fun. So, I was ready to embrace this new adventure, trusting the universe to guide me.

You are a successful individual. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Three character traits that were instrumental in my career success came from a significant experience in my personal life. This experience enabled me to dive deep within myself, understanding the essence of who I was, before I could lend that success to my external world such as my career.

This moment occurred shortly after a breakup that rocked my world as I knew it. The life path I thought I was going down was pulled out from under me, completely blindsiding me and forcing me on another path and life direction. Amidst the heartbreak I was experiencing, a friend put a book in my hand called “When Things Fall Apart,” by Pema Chodron, which completely shifted my perspective on life. From this, I learned three fundamental lessons:

  1. Letting go of hope: I needed to release my hope that life would be different from the present moment I was living. This allowed me to fully embrace the loss and be present with what was and myself.
  2. Refraining from distraction and just sit with my emotions: Instead of avoiding my feelings, I had to allow myself to feel them fully. I made the decision to walk straight into the dark tunnel of emotions I knew I needed to go through in order to find the light on the other side.
  3. Relief: someone finally told the truth. The truth, when it finally came out, was a huge relief. Rather than blame my partner for the break up, I changed my perspective to appreciate that he had the courage to speak his truth and set me free. I was free, and when I realized that it felt amazing.

I realized that even though I was alone and felt like I was left without my partner, a career, an identity, a home, and a familiar city, I wasn’t truly alone when I connected with the sounds of nature and the world around me. I began to see beauty in the world, connect with others on a deeper level, and hold space for their pain and suffering.

Through this journey, I learned that pleasure and pain are intertwined, and we can’t truly experience one without the other. Suffering offers great lessons and opportunities for growth. When we choose to feel and connect with the human experience, we show up, own our truth, and embrace life as it is. We always have a choice to participate fully in life, to be honest with ourselves, break through our old narratives, and embrace our true selves.

This particular journey was a rollercoaster of emotions, from moments of clarity and tranquility to episodes of grief and pain. However, as I moved forward, and my heart became more open than ever before, I was connecting with my authentic self, embracing my vulnerabilities, and experiencing newfound freedom and energy.

I can now see with utmost clarity how the universe orchestrates connections between two people for specific reasons. It’s not always meant to be a long-term arrangement. What was needed by both parties was given and received, and we each learned incredibly valuable lessons to carry on our separate journeys.

This experience has deepened my trust in the universe and thus within myself. I’ve come to realize that it’s not rejection but rather ejection. Sometimes, people are ejected from our lives, and the universe is, in its own way, doing us a favor. I understand that in those moments, it doesn’t feel that way at all. The pain can be intense. However, when you can sit with it, trust it, and move through it, clarity emerges on the other side.

Life is a never-ending series of risks, rewards, pains, and pleasures. That’s what living is about. Pain allows connection; pain allows us to be one with each other. When you invite pain into your life, you are inviting the world along with you, and you will not be alone.

Mastering these three foundational lessons has empowered me to approach life with confidence, make informed decisions, and embrace calculated risks. Along this transformative journey, I have a deeper understanding into my true identity, sharpened capacity to listen to my inner voice, and an unwavering trust in my intuition. These invaluable skills have seamlessly translated into my career and professional endeavors, enriching my path with success and fulfillment.

Ok, thank you for that. Let’s now jump to the primary focus of our interview about unlocking financial freedom. Can you describe a pivotal moment when your side hustle transitioned from a passion project to a profitable venture?

Once I’d drafted the business plan for Lambrusco, I realized I knew next to nothing about wine or the wine industry. So, I dived headfirst into research, and this is where a serendipitous moment happened. I stumbled upon a podcast featuring a Canadian Sommelier named Brad Royale, who’s based in Calgary. Intrigued by his expertise, I reached out to him, shared my idea, and we hopped on a call. The synergy between us was immediate. His enthusiasm and energy matched mine, and he thought the idea had great potential. So, our journey together began.

Next, we embarked on the quest to find a vineyard in Italy capable of producing Lambrusco for us. Our research led us to a fourth-generation, family-owned vineyard in Emilia, Romagna, Italy. They had been perfecting the art of Lambrusco for generations, and their commitment to tradition and quality aligned perfectly with my vision.

Given the height of the pandemic at the time, our interactions were all virtual, and it took six months of relationship-building and discussions to solidify our partnership. They were initially skeptical, probably wondering who these Alberta Yahoos were and what we were trying to achieve. Eventually, after numerous conversations and sample testing, they agreed to collaborate.

Brad Royale, with his exceptional palate, played a crucial role in selecting and defining what our wine would be. It was vital for me to create a high-quality, traditional Lambrusco that wasn’t overly sweet and maintained traditional integrity. The vineyard upheld traditional practices, from natural yeast to hand harvesting, and minimal intervention.

Tasting sessions were among the most exciting parts of this journey. Brad and I procured all 21 Lambrusco SKUs available in Canada and conducted blind tastings. Remarkably, our absolute favorite was one of the samples from our vineyard. It was an exhilarating moment for me to have reach our desired product.

My journey with Tomato Wheels was intentionally built in public via social media as I shared every twist and turn demonstrating that process of building this brand. My journey from spices to kitchenware to Lambrusco wine was filled with unexpected pivots. While it might seem like failure having to pivot so many times, I see it as an enormous success. Each phase taught me valuable lessons and provided the skills I needed to get to where I am now.

When Tomato Wheels Lambrusco first launched in the Canadian market, it sold out in just three weeks — this was the moment I knew that this was no longer going to be a side hustle but rather a full-time profitable venture.

What unique side hustle did you start that unexpectedly led to significant financial freedom, and what inspired its inception?

Back in 2018 I had a side project that involved tinkering with dehydrated ingredients to create some fantastic pasta sauces. It was inspired by my many trips to Italy, where I’d come across these incredible ingredients you could rehydrate to make delicious sauces. I thought, “Why not make this available for those who don’t know how to cook?” So, I started experimenting with dried vegetables, spices, and herbs in my kitchen and shared the results with my friends. Their feedback was positive, and they encouraged me to keep going.

While I was working on this side project, the voice in my meditations persisted, telling me to “build a brand and use your business as a force for good.” I sensed a connection between this inner calling and this side project I was pursuing. However, I was afraid to take the leap into the unknown, not knowing how to bridge the gap between where I was and where I needed to be for this to become a real brand. It seemed like a huge and impossible leap.

I reached a point where I became so frustrated that I decided to strike a deal with the universe. I told the universe that if this was to happen, the path needed to be crystal clear. If the steps were evident, I would follow them. And miraculously, that’s what happened. The right people came into my life, funding fell into place, and the project began to take shape. It was as if the universe was providing me with all the pieces, I needed to build this “side hustle”.

I started collaborated with a food scientist at the Food Innovation Center to refine my recipes for commercial production, I received a scholarship to cook with David Chang in Italy, and the world was opening up to me. I was following the joy of the journey, having fun, and creatively using my talents to develop this project. My trust in the universe was unwavering, and I believed that everything would work out as long as I stayed true to the path.

It took 4 years, 2 pivots, 10,583 emails, and countless weekends and evenings to achieve financial freedom. The best part was that, for the most part, even the challenging days seemed enjoyable because my guiding mantra was that I was doing it for fun, as a creative outlet, and to spread joy.

How do you balance the demands of your main career with the growth of your side hustle without compromising on the success of either?

I was deeply passionate about both of my careers, dedicating evenings and weekends to maintain both simultaneously, believing I could manage it all. However, I eventually confronted burnout head-on. I had to confront myself with tough questions: Which career did I truly desire more? Did I believe in myself enough to leave behind the financial safety and job security of my corporate job? I realized that if I expected others to believe in me, I had to believe in myself wholeheartedly. The answer was clear in my heart — of course, I had the capability, the talent, the skills and the support of the universe to make this happen. Yet, my rational mind took some time to catch up, influenced by societal norms and traditional career teachings that left me feeling unsure and scared to do it. Ultimately, I made the decision to trust in myself and left my corporate career behind to fully commit to Tomato Wheels Lambrusco. Woo!

What innovative strategies have you employed to scale your side hustle that others might not have considered?

Early in my career, I consciously decided to align my passions and my creative skill set with my job choices. This decision has led me to where I am today. Every day feels like a joyous exploration, and the challenge for me is sometimes shutting down and closing my laptop.

I have these mornings when I wake up, look at my schedule, and think, “Wait, this is what I get to do today? This is my job now?” It fills me with so much joy and excitement because it feels like in the blink of an eye, I’ve arrived at this point in my life. I attribute this to doing all the “internal work” (which of course at the time did not feel like a blink of an eye) and making those hard decisions in my personal life has created space for these incredible opportunities.

The way I work now is I sit back and wait for the inspired action. It might sound a bit crazy, but it’s the best way I can describe how I manage to accomplish so much in so little time. I patiently wait for that inner calling or feeling, and I trust that the universe is orchestrating the timing and the effortless flow of that particular action. The result is that it never really feels like work to me anymore. It’s simply being in tune with the rhythm of life.

I have so much fun with what I do that if I allowed myself, I could probably work around the clock. But I’ve learned that burnout is real, even when you’re having fun. Now, I’m making a conscious effort to shift my mindset and schedule time for days off and unplugging. I’m getting better at setting boundaries and taking breaks because, no matter how enjoyable the work is, I’ve learned my lesson to find that balance and avoid burnout.

Reflecting on your journey, what is one piece of unconventional advice you would offer to someone looking to start a side hustle for financial freedom?

An important lesson I’ve learned is patience and understanding in that this journey takes time. It’s easy to make the mistake of thinking that success will happen overnight. From the initial idea for the pivot to wine to the actual launch it took twelve months of hard work and dedication, in addition to the other three years when the initial concept of Tomato Wheels had begun. I’m usually someone who operates on a pretty fast timeline, always on the move, but this experience taught me that what we expect to happen in a day might actually take 12 months. The timelines in business are constantly shifting, and I’ve had to remind myself to go with the flow.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

In the grand scheme of things, I’m just someone who believes in empowerment, creativity, and using our influence for positive change. It’s a journey, and I’m grateful for the opportunities to heal, learn and grow along the way.

How can our readers further follow you online?

Find me Instagram @tomatowheels and on LinkedIn at Moirae Choquette.

Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!

About The Interviewer: Eden Gold, is a youth speaker, keynote speaker, founder of the online program Life After High School, and host of the Real Life Adulting Podcast. Being America’s rising force for positive change, Eden is a catalyst for change in shaping the future of education. With a lifelong mission of impacting the lives of 1 billion young adults, Eden serves as a practical guide, aiding young adults in honing their self-confidence, challenging societal conventions, and crafting a strategic roadmap towards the fulfilling lives they envision.

Do you need a dynamic speaker, or want to learn more about Eden’s programs? Click here: https://bit.ly/EdenGold

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Authority Magazine
Authority Magazine

Published in Authority Magazine

In-depth Interviews with Authorities in Business, Pop Culture, Wellness, Social Impact, and Tech. We use interviews to draw out stories that are both empowering and actionable.

Eden Gold
Eden Gold

Written by Eden Gold

Youth speaker, keynote speaker, founder of Life After High School, and host of the Real Life Adulting Podcast

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