Drawn into the wellness world by a strong belief in the value of good health, Deanna founded Licious Living in 2003. As CEO, Deanna took the company from a start-up online healthy meal delivery company to a multi-service operation that also included five grab-and-go retail locations, corporate catering division, and commissary production kitchen. In 2014, Licious Living was sold to Vancouver-based SPUD.CA, Canada’s largest online grocery retailer. Deanna remained as the CEO of Licious (which rebranded to Be Fresh Local Market) for 18 months post-sale.
Since her departure from Be Fresh, Deanna has developed two new concepts, Assembli, a fresh fast casual retail business that opened its first store in May 2017, and an online nutrition concept, Blended Whole Foods, which launches in Sept. Deanna also helps other businesses grow by consulting on strategic planning, operations, product development, financial planning and organizational structure.
An avid road cyclist and trail runner, Deanna has a passion for the Vancouver outdoors and the local community. Contributions include her roles as a Board Member for Zero Ceiling, Mentor for the Forum of Women Entrepreneurs, creator of the nutrition content for Act Now BC government program, and volunteer for the Vancouver chapter of Ronald McDonald House and Bring Back Hope fundraiser.