Santiago is the co-owner and Operations Manager of Forest City Microgreens, an urban vertical farm in London, Ontario, that has redefined the local “farm-to-fork” experience. With a professional career spanning over 30 years in the retail and service sales industries, Santiago possesses a deep mastery of customer engagement and relationship-based selling. His transition into the agri-food sector was preceded by a career in the health industry as a Registered Massage Therapist, a background that fundamentally informs his commitment to delivering nutrient-dense “functional foods” to the community.

Since launching Forest City Microgreens with his parents, Santiago has successfully scaled the business from local farmers’ markets to regional grocery stores and high-end restaurant partnerships. A proud alumnus of the Small Business Centre’s Foodpreneur Advantage Scale-Up Program, he is passionate about educating the next generation on sustainable food production. In his session on Customer Engagement & Selling Techniques, Santiago will draw upon his dual expertise in health advocacy and sales to help entrepreneurs master the art of natural conversation, storytelling, and building a loyal, repeat customer base.

Ellen is a communications and marketing professional with a focus on community events, brand development, and local business growth. Through her work with the Hyde Park BIA she has led the planning and execution of high-impact community events designed to drive foot traffic, increase brand visibility, and support local business growth.

She has planned and delivered large-scale annual events, including the Hyde Park Christmas Market, PondFest, and Picnic on the Pond, creating opportunities for businesses to connect directly with thousands of customers. From vendor curation and sponsorship development to marketing campaigns and on-site execution, she understands how to turn an event into a powerful platform for brand exposure.

Her work extends beyond events into creating cohesive, market-ready brand experiences. She helps businesses show up consistently across digital and physical spaces—whether through social media, email marketing, or storefront signage—ensuring their brand is clear, recognizable, and engaging at every customer touchpoint.

Erika has been with the Covent Garden Market for several years, where she has focused on digital and strategic marketing. In her current role as the Events & Farmers Market Coordinator, Erika oversees the Farmers Market, which runs from February through December, and coordinates a variety of highly detailed events at the Market. She combines creativity with strong organizational skills to deliver engaging, well-executed experiences for vendors and the community alike. She is especially passionate about supporting local businesses and creating spaces where community members can connect, discover, and celebrate local talent. She values community and strives to elevate the Market’s programming and strengthen its connection to the community.

Paula is the founder of Palmedia, a social media agency that helps small businesses grow by sharing their stories online in an authentic and impactful way. She specializes in creating content strategies that are simple, effective, and easy to apply, especially for entrepreneurs who are just getting started. Through her work, Paula empowers business owners to feel more confident about showing up online and building genuine connections with their audience. She volunteers with the Small Business Centre in a variety of ways, including delivering engaging seminars on Social Media Planning and mentoring newcomers through the New Start Program.

Madilyn is a marketer at rTraction. She is a firm believer that every story has value. She wants to help others tell their stories in compelling, effective, and innovative ways. She specializes in visual communications and is chronically online, making her the go-to for social media assistance.