On Sunday, October 11, Xcelerate Women and Prosper Portland brought together four dynamic food/beverage entrepreneurs at CASCADA for an afternoon of conversation and community. Moderated by Su Embree of SOOS, the panel featured Madilyn Gibbons of Pipsqueak Bagels, Kate Williams of Kate’s Ice Cream, Keia Booker of Keia & Martyn’s, and Lois Cho of Cho Wines.
From unexpected paths into the wine industry to the importance of accessible business resources, each panelist brought a different perspective on what it takes to build something of your own. At the heart of the conversation was placemaking, the ways physical spaces, from cafés and retail shops to neighborhoods and entire regions, shape how people connect with a brand and with one another. Panelists explored how the places where businesses take root influence brand identity, build trust, and help entrepreneurs decide when and how to grow while staying connected to the communities that shaped them.
For Keia Booker, building a business means thinking about who feels welcome in the spaces we create. Reflecting on her experience working in Portland’s coffee industry, she spoke about wanting to challenge the exclusivity she encountered.
"We have such great coffee here in Portland... but it also comes with a sort of exclusiveness that I just really hated when I was working in it. With Keia & Martyn's, we're trying to create spaces that are meant for you, whoever you are, and where people feel welcome from all backgrounds."
Her perspective was a reminder that the places we build can do more than serve a great product. They can make people feel like they belong.
For Lois Cho of Cho Wines, the journey into winemaking with her husband and business partner, Dave, began with music. While living in Temecula, California, the couple started playing gigs at local wineries. When Lois became pregnant and stepped away from the band, Dave began exploring a future in the wine industry instead.
As Lois recalled, Dave returned after volunteering during his first harvest with a clear sense of purpose: “I found it. This is what I want to do.”
That discovery became a family endeavor. Dave took on winemaking while Lois led marketing and the many other parts of running the business. Together, they also made a commitment to show up authentically as a Korean-American winery, even when a distributor advised them against it. Rather than setting aside their heritage to fit industry expectations, they chose to make it part of their identity.
Their story speaks to the risks and rewards of going all-in on a business as a family—and building a brand that reflects who you are, even when the path forward isn't always clear.
For Madilyn Gibbons of Pipsqueak Bagels, access to resources can make a real difference for small-businesses like hers, especially as she grew from pop-ups to brick-and-mortar retail.
"Almost all of the businesses here in Portland are small businesses, and so having access to programs and resources like Xcelerate is super important. It's kind of a no-brainer to growing your business."
Her comments underscored the importance of making entrepreneurial support accessible to the small businesses that help shape Portland.
Kate Williams of Kate’s Ice Cream shared how that support has made a difference in her own journey building an award-winning vegan ice cream brand. Through Xcelerate’s Peer Mentor Groups, she found a space where fellow entrepreneurs could hear her goals, hold her accountable, and help her recognize her progress.
As Kate explained:
“Peer Groups would create an environment for people to hear what I was saying, to hold me accountable for it but then for me to sort of zoom out and see myself making these statements and accomplishing them, which then built my confidence. So that is just another accessible resource that I’ve loved being part of.”
Her experience captures the value of having people in your corner who help you see what you’re capable of, and celebrate the progress you might otherwise overlook.
The Secret Sauce Panel is part of Roux, an annual celebration of the women behind Portland’s food, beverage, and CPG businesses, along with the ideas and relationships that help them grow.
A huge thank you to our panelists, moderator Su Embree, Prosper Portland, CASCADA, Straightaway Cocktails, Alaska Airlines, and Roux for helping make this event possible. And thank you to everyone who joined us for the conversation and celebration.
At Xcelerate Women, we believe entrepreneurs deserve access to the resources, expertise, and relationships that help their businesses thrive. We’re grateful to be part of a food scene shaped by people who are building businesses, opening doors, and making room for others along the way.
Roux Weekend may be over, but there’s still time to support the women shaping Portland’s food scene. The Roux Raffle is open through October 31, with prizes including two Alaska Airlines roundtrip tickets and a getaway for two at CASCADA Thermal Springs + Hotel.
Every ticket supports Xcelerate Women’s programs for women entrepreneurs.
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