$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Sarah Wilcox, David O'Connor from Toronto, ON, pitched Genuine Tea in Season 13, Episode 19, asking the Dragons for $90K for 15% of the company.
- Asked for$90K for 15%
- Valuation$600Kimplied by the ask
- OutcomeDealwith Arlene Dickinson and Vincenzo Guzzo
- Final deal$150K for 30%valued at $500K
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Vincenzo Guzzo | Out initially, not convinced they are or will be leaders in the matcha category, but later joined Arlene's deal | Out |
| Jim Treliving | Out, loves tea but can't invest just because he loves the product | Out |
| Michele Romanow | $90,000 for 25% | Declined |
| Arlene Dickinson | $150,000 for 30%, later split with Vincenzo Guzzo as $100,000 for 20% and $50,000 for 10% | Accepted |
| Jim Treliving | $90,000 for 20% | Declined |
Dave O'Connor and Sarah Wilcox of Toronto, ON, pitched Genuine Tea, asking for $90,000 for 15%. The company sells more than 40 varieties of specialty tea, with their top seller being Kato Matcha, a Japanese shade-grown green tea milled into powder and sold under three price points: $24.95, $29.95, and $34.95. They supply tea programs to approximately 200 cafes, with 95% of sales concentrated in the Toronto/GTA area, and also sell through an online store. Since starting in May 2015, the company had done $575,000 in total sales, with just over $300,000 in the last 12 months.
Jim Treliving initially went out, saying he could not invest solely based on his love of the product, though he later returned with an offer. Vincenzo Guzzo went out first, unconvinced the company was or would become a category leader, but later partnered with Arlene Dickinson. Michele Romanow offered $90,000 for 25%. Arlene Dickinson offered $150,000 for 30% while leaving 10% open for another Dragon, and Vincenzo Guzzo joined in, splitting the equity as $100,000 for 20% (Arlene) and $50,000 for 10% (Vincenzo). Jim Treliving then offered $90,000 for 20%. The founders accepted the joint offer from Arlene Dickinson and Vincenzo Guzzo of $150,000 for 30%.
Pitch details from CBC’s Dragons’ Den pitch page.
Genuine Tea today
- StatusIn businessLast checked September 2026
Genuine Tea took a $150,000 for 30% deal with Arlene Dickinson and Vincenzo Guzzo in Season 13. A year later the company grew from $300,000 in sales the year they pitched to close to $1 million this year, moved into a larger space for manufacturing, distribution and a tea bar, and expanded from local cafes into international retailers such as Whole Foods with help from Arlene Dickinson's team on branding and packaging.