(Dr. Naeem Ul Hassan)
In today’s highly competitive business landscape, many successful women entrepreneurs serve as inspiring role models for the next generation. Among them is Mariam Ayob, a multi-award-winning Canadian food entrepreneur whose journey exemplifies perseverance, creativity, and innovation in the food industry.
“My name is Mariam Ayob, and I am the founder and president of Askawayrecipes, a brand known for its flavorful ramen sauce products inspired by Japanese and Korean cuisine,” Mariam shared. “Askawayrecipes offers six unique sauce varieties produced primarily in Brantford, Ontario.”
Today, Askawayrecipes products are available online and carried in more than 80 retail locations across Ontario and Quebec. The company serves retailers, wholesalers, and direct consumers while continuing to expand into the food service sector.
Mariam’s ability to transform a simple idea into a thriving culinary brand through determination, hard work, and a passion for food has made her an inspiration to aspiring female entrepreneurs. Her story demonstrates the power of resilience, vision, and authenticity.
“I have always been passionate about food from a very young age,” Mariam explained. “I loved tasting dishes, identifying the spices and textures, and recreating them at home.”
She initially began sharing her culinary creations on social media platforms such as Facebook, Instagram, and TikTok under the Askawayrecipes brand. During the pandemic, while working in compliance at a financial institution, she started receiving customer orders and experimenting with her own sauce recipes.
“After extensive testing, I developed my signature spicy chicken ramen sauce and shared it with around 100 members of my community,” she said. “The response was overwhelming and encouraged me to continue building the brand.”
Like many entrepreneurs, Mariam encountered significant challenges along the way. One of the most meaningful was creating Japanese- and Korean-inspired ramen sauces as someone outside of those cultures.
“I felt a strong responsibility to honor the cultures and flavors that inspired the product while also making it accessible and appealing to a broad audience,” she shared. “Developing a multicultural sauce that could connect with people from different backgrounds required a great deal of learning, experimentation, and confidence in my vision.”
Entering the food and consumer packaged goods (CPG) industry without prior experience also presented a steep learning curve. Mariam taught herself every aspect of the business, from manufacturing and branding to retail distribution and e-commerce.
“There were many setbacks along the way,” she said. “But I stayed committed to building something meaningful. Seeing Askawayrecipes products available in retail stores and online today reminds me that passion, persistence, and resilience can help you succeed even in unfamiliar industries.”
Mariam’s accomplishments continue to earn widespread recognition. She received the Customer Excellence Award 2025 from the Cambridge Chamber of Commerce and the Appleby Award 2026 from the Small-Scale Food Processor Association.
In addition, she was recognized as a nominee for the PARO ERA Awards and nominated for Young Entrepreneur of the Year at Brantastic in Brantford, Ontario, in 2025. She has also been nominated for the Young Entrepreneur of the Year Award by the Cambridge Chamber of Commerce, as well as the Rogers Women Empowerment Award, both scheduled to take place in the coming weeks.
Her entrepreneurial journey and growing influence within the food industry have also been featured in publications such as the Brant Beacon and Insight Magazine.
The importance of entrepreneurial role models like Mariam in today’s competitive business environment cannot be overstated. They not only demonstrate what is possible but also provide a roadmap for others starting from scratch. Mariam’s story is especially inspiring for young women seeking to build businesses rooted in passion, innovation, and perseverance.
She offers the following advice to aspiring entrepreneurs:
“You should never underestimate the power of your voice, vision, and resilience. Building a business takes patience, consistency, and the willingness to keep going even when challenges arise. Stay authentic to your mission, continue learning, and surround yourself with supportive people who genuinely believe in your growth. Don’t be afraid to start small — every successful brand begins with one step and a strong purpose. Most importantly, trust yourself and remember that your unique story and passion are what will truly set your business apart.”
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