The Business of Second Chances: Emily O’Brien on Building Comeback Snacks

Your darkest chapter does not have to define the life you build next.

In this episode of ICONIC, Jennifer Leigh is joined by Emily O’Brien, founder of Comeback Snacks, for a powerful conversation about second chances, entrepreneurship, accountability, and turning adversity into purpose.

Together, they explore how Emily transformed one of the darkest periods of her life into the foundation for a bright, purpose-driven business, what it means to rebuild after everything changes, and why our hardest experiences can become part of the story without becoming our identity.

In this conversation, you’ll hear:

• How a trip to St. Lucia changed Emily’s life overnight

• The moment she decided prison would not be the end of her story

• How making popcorn in prison inspired the idea for Comeback Snacks

• Why Emily used her time inside to study business, build relationships, and prepare for her future

• What accountability, forgiveness, and second chances have taught her about rebuilding a life

If this episode resonates with you, follow ICONIC and leave a review.

Connect with Emily:

• Instagram: @comebacksnacks | @emz.obrien

• Website: comebacksnacks.com

Connect with Jen:

• Read Iconic Magazine®: becomingiconic.co/magazine

• Join House of Her, our exclusive membership community: becomingiconic.co/houseofher

• Watch on YouTube: @theICONICmagazine

• Follow on Instagram: @iconicmagazine__

Transcript

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0:14

Well, if you have a snack, I hope it's Comeback Snacks with you. On the show this week, we have Emily O'Brien, the founder of Comeback Snacks. She's sharing her story of how she was sent to prison for smuggling drugs, if we can imagine. And how she got herself in this scenario that she couldn't get out of, frankly. But through this experience and being in prison, she decided to take something that was quite difficult in her life and challenging and make it into something great. And she has started Comeback Snacks. It's a popcorn company. She talks about how she did that through experimenting in the kitchen in prison and how now she employs people to give them a second chance to remember that it is always about the comeback. This is such an encouraging story because I find often that we associate ourselves with things that have happened to us. We almost attach our identity to it. And what Emily shares is the fact that these things can be the trajectory towards something fabulous and great. It isn't what happens to us. It's the comeback story. Emily from Comeback Snacks. Is that officially like your last name? Does everybody say Emily from Comeback Snacks now? They call me the popcorn girl. Popcorn girl? Yeah. You are that too. Yeah. So I was introduced to you not too long ago, and it was immediate affection for you as a woman, for your story, and for your product. Like all of it. It's like a trilogy. And I specifically really appreciate you because Comeback Snacks is obviously from the comeback, whereas most people in life hide from their past, want to cover up things that they don't want other people to know about or see in them. And here you are celebrating one of the most difficult, challenging times of your life. And so, I know you told this story many times. So anybody who knows you, it's going to be a reminder of that. I hope that everybody listening today realizes how we can take everything that happens to us in our lives and make really good things out of it. So, without further ado, would you share the story of how you got to the place of the popcorn? And then we can pick up from there. Absolutely. So I was living in Toronto. It was 2012, 2013. I started my own company. And to be completely fair, like I had great parents. I had a great life growing up. Very, very loving. You know, I was always in sports and volunteering and stuff like that. So my family was amazing. But somehow I still managed to get carried away with substance use and abuse. It was in 2012/2013 that my family, they split up and it was very hard on us, the kids. And so, I was just trying to run my business and not think about it. But obviously I did. I went from like kind of celebrating to medicating. Obviously, cocaine was like botox for the soul, like it didn't really [shrugs]. Obviously, it doesn't do, do much when you think it is. It was also very easy to hide it in that world. Like, people are always going out. It's very common. It's not like I'm in alleyway, you know what I mean. Like it's very, it's just there. And so it was very easy to hide like what was really going on. I met someone through my work. He was allegedly sober and I got to know him over the course of like eight or nine months. And he had this company that I helped him with his social media. Because at the time, I had a social media company. And then his like checks started bouncing. But again, I still kind of saw him as this like, I don't want to say a white knight, but like, I really liked being around him because he was sober and I liked, I liked being sober because I wanted to kind of make changes in my life. Anyway, so he like asked me to go on this trip to Puerto Rico and he's like, yeah it'll be like a sober trip, it'll be fun. I said okay. So he asked me for my passport photo, like passport picture, and I sent it to him, not knowing that it was going to be sent elsewhere. So we go down to St. Lucia. So we get to the airport, and I look at my ticket. it says a place called to St. Lucia. And he's like, oh, I told you that like the whole time. I was like, no, you told me Puerto Rico. Like try to make me seem like I was crazy. And then I looked at our text and he's like, oh, that's my bad, my bad. So there I was, going to a country I never even heard of. And he admitted that he had told me the wrong place. And so, I was already like at the airport, suitcase, definitely just got on that plane. Did you have red flags, though? Like, did you have an intuitive feeling something's up at that point? Yes, but at the end of the day, I also wanted to go, like, I wanted to get away. So I kind of prioritized that. I was like, I can't remember the last time I was sober for seven days, you know? So I was like, at least in my, like, 20s, you know, that part of my life. So yeah, I got on that plane, and the first three days of the trip were really fun. Like, they were great. We had jet skiing, you know, going out for dinner, stuff like that. And then on the third day of the trip, he's actually like, drinking, and he bought drugs from someone off the beach. And then he's like, oh, I just like to party when I'm on vacation. So I was like, okay, well I guess, me too. You know, so then I started. And then it's about, when was it? It was like in the afternoon. So it was like one or two o'clock. And he's like, you're not going down to the pool today. Because I'd always go down to the pool around like one. And he's like, do you really think this is all just fun and games? He's like, we're here to work. And, you know, he's kind of hopped up at this point. So a little bit, I was a little bit like confused. But also, I didn't think what was going to happen, was going to happen. Like, I thought we were going to go somewhere and, like, volunteer. I don't know. Yeah. You're almost naive, right? If you've never been exposed to something like this before. Never. Never. Wow. Every trip that I'd been on in my life, it was volunteering. Or like, I lived in Indonesia. I worked for the Ministry of Foreign Affairs. I've done volunteer trips in Peru and Costa Rica. So they're all just, like, volunteering and, like, adventure trips. So I'd been, like, a lot of places in the world because of that. So, you know, I wasn't really afraid at this point. Like, I just wanted to know what we were doing. Right. And then we go to this house. It looks like a bed and breakfast. And you think, like, most of the time in these situations, like, what you've seen in movies is probably, like, you know, a lot of people with guns and, like, you know, the bullet necklaces and the dogs and all this stuff. It was like, none of that. It was actually an elderly lady with like, two other people there in this bed and breakfast. But instead of plates and cups and stuff being in the cupboards, it was bricks of drugs. And so that's when she's like, thank you so much for doing this. And he looks at me and he just shakes [shakes head]. He's like, don't say anything. Like, don't freak out or whatever. You know, like, be quiet, whatever. Wow. And so she has to, she brings me into the back room. And that's when I found out that when he booked the tickets, he like sent them my information because he was in some debt. So he said that he was going to, that we were both going to bring drugs back to settle this debt. Oh my gosh. What's going through your mind? Like, I have to live vicariously through you. Because I hope that I don't get myself in a situation that's similar. But are you panicking? Like, is it surreal where you're almost out of body? It was out of body, for sure. And the only person that I knew was him. So I had no choice but to stay with him. Right. So, and he's, like, the only person that I really could trust. Like, even though, obviously, I didn't want to be doing this, but I didn't know these people. Were you romantically involved? Like, did he swoon you in that way or was it a friendship? I would say like it was never a physical relationship, nothing like that. I think we like really liked each other as friends or it might have been like, he bought, he would buy me like random presents but I didn't ask for them. I'm like why are you buying me all these things? Like it's kind of weird. But like I still, yeah, I think it was more of a close friendship than like. So he was smart. Yeah. He knew what he was doing. Yeah. Okay, so you're in the back room with this old, is she scary? No, she was like a grandma. She's nice. Wow. Yeah. Okay, but obviously it's not from her anyways. This is, like she's just a part of the... The escapade. The crew. Yes. Okay, so you're in this back room, and she's... What is she doing? So then she takes my measurements, because she's going to be making me like these bike shorts with a pouch on the front and a pouch in the back to smuggle these drugs. So she had to like bring me to the back to take my measurements. And that was on the Wednesday. And so after that happens, we go back to the hotel for the last two days. And then on the Friday, they're actually going to pick us up from the hotel, bring them back to that place and give us the drugs. Because obviously they don't want to leave us with drugs for two weeks or a couple days. So you leave after being measured. And what's your conversation with him when you leave? I'm pissed. Like, I just want to go home. And we got back to the hotel room. And I go to look for my passport in the safe. And it's not in there. So he had done something with my passport through that time that we were there. Whether I was down at the pool, something. So it's like, you're going home with me and this is happening. Were you scared? That's when I started to get pissed. I like, honestly, it was blackout drunk, I think, the next day. Like, I just didn't, I ran like, I just went to karaoke by myself. I was just trying to make the time, like, go by fast. And I told him I wasn't going to be good at it. I told him I'd never done this before. I just wanted to go home. Like, I'm a terrible liar. I took acting classes and I was so bad at it. Not actor. Not an actor. Okay. And do you think, like, I need to call my parents? Like, I'm just trying to, for those of us listening to this story, it's, again like, we're kind of imagining who we would be in that scenario. I know. Are you thinking, I need to call the police, but you're afraid? Like, I'm just wondering, like, who are you thinking of calling? Nobody, because he said, don't try to tell anyone. Like, everyone here knows. Like, whether or not that was true or not, I wasn't about to play gangster. I'm like this little white girl in St. Lucia. Like, what am I going to do? Right. You know? Right. You're just putting your head down and getting through it. Yeah. Okay, so the day comes, so he's drunk the next day. You're just trying to get through the day. The day comes where you're leaving. Do they come and pick you up? Yeah, and I chose to be sober that day because I wanted my body language to be the loudest language in the room. I knew that that was a strategy I needed to take. So it didn't look like I just was all willy-nilly trying to get through with it. You know what I mean? Like I made that conscious choice that I wasn't going to drink that day. Okay. Yeah, so I could remember everything too, right? Details, yeah. Good. Yeah. Smart. And you go to this place and you put on bike shorts. Yeah. So he puts them on too. So he's also... Smuggling. Yeah. And so we go to this house. They give us the shorts. I have to wear this like long gown that is so ugly. It was the ugliest dress I've ever seen. I was mortified. Which is going to call like signals in itself, I'm sure. Yeah. So he's got bike shorts on, you got bike shorts on, but you're then putting a dress over top. Yeah. And do they take you to the airport? Yes, they do. They drop us off. And again, they tell us, oh, yeah, everyone at the airport knows. They know to let you through. And again, it's not a body scan. It's just like a metal detector. Right. It's not like the ones you have at Pearson where you go like that. Yeah. So, I mean, got through that one and then got on the plane. And one of the things that he told me he was going to do when we landed was actually take the drugs from me because I was freaking out. I was like, I'm not going to be good at this. Can you please just take them off me? Like when we get to Pearson I'll put them in my backpack, just anything. He said yes. But when we get to Pearson, bait and switches me again. He's like oh no, it's too late now. So now I'm just like pissed. Because now like, my body language, it was very obvious like something was wrong. And I was walking behind him. I had no idea who I even was to him. Like I had no identity, I had no training, like who am I? So we go through the first security checkpoint. They give you that number, like that, at the time it was this is 2015 so they had the number that was scribbled on it. And you never know, that means it's computerized now. Yes. It's like 73, 88, like you never know. And so, we get to the second one where you have to hand it in and you can see people, like this is terminal one at Pearson in Toronto. So you can see people with signs and everything, like you're walking down this corridor. Yeah. And then like, there's one last guard there that you have to give the slip in. It's like right there, and then we had to go right. So they they felt it. They called you into a room. Yes. Yeah. Wow. You were obvious. Yeah, you were. But they're also trained to look for those things, I'm sure. Yeah. And probably knew him, or. They were following him. Yeah. They were. Yeah. Okay, so you go in this room. Yeah. And then they separate us. We're back to back. There's like, there's a bunch of different stations with officers and like there's one in between us. So like, so we can't look at each other. I don't want to look at him at this point. But again, I'm not going to be like, oh, help me, help me. Because then that's my fault for sabotaging the operation. I wasn't going to do that. Oh. And then I'd lose all the, like, it would be my fault that all this drug money was lost. And so that's also extremely dangerous. Right. So I didn't do that. So they asked me a series of questions. They start off pretty normal. Like, Ms. O'Brien, you know, where are you coming from? What do you do for work? Blah, blah, blah. And then they kind of get into like, oh, so, like, do you like to party and stuff like that? And I was like, yeah. And then they're like, oh, when's the last time you did? And I said, like, I don't know, a couple weekends ago in Vegas, whatever. And then the last question that they asked me is like, okay, Ms. O'Brien, you know, we're just going to do a physical search on you, okay? So is there anything that you want to declare? They'd gone through my suitcase, nothing was in the suitcase. And so the last thing that they were going to do, and I guess in the paperwork they saw that there was like this bulge. It was so botched, I swear to God. And so the last question they asked me is like, Ms. O'Brien, is there anything that you want to declare? And then I said yes. And so I get taken into a back room, I get arrested. And then I get formally arrested by the RCMP after about waiting for two hours. And they test it, weigh it. That's when I find out like I'm not going home. You know, there is no call a friend to get you out with this kind of thing. Oh my gosh, Emily. So I stayed in the airport overnight and the Peel Police picked me up. I go to their jail for the rest of the weekend. And then my parents, my bail hearing is set for the Monday. My parents are together, and I'm like brought out in like shackles. Like, head to toe shackles. I think my mom was just glad I was okay. I couldn't look at my dad for the first little bit. I was like... Shackles? Yeah. That's extreme. Yeah. Did you feel at any point, like I almost want to ask, like I don't know how to ask this because I'm sure there's all these things they have to do, but did you feel at any point that you were being treated unjust? I was mad at that point, but I didn't know anything about what was going to happen. So I didn't really know if I was being treated fairly or unfairly. I was just dumbstruck. Yeah. And the bail hearing, did they give you bail? Yes. So my bail was set at $50,000. Ooo. Mom and dad? Well, it's not cash bail anymore. Like mine wasn't cash bail. So you basically have to put up a part of your house. And like, obviously, they're in the middle of a divorce. Like, they want to hold on to their finances as much as possible. Now it's like me in the middle of all this, you know, it was messy. What were their reactions? Upset but glad that I was okay. Yeah. I feel like as parents, it's interesting I talk to my kids often and I I say there's nothing you could ever do that would change my love for you, but there may be times that I'm really disappointed. And you say those things, but you don't live those things until you're in it. And so I often wonder as a parent, like, how would I behave? Who would I be in that moment? I would imagine I would be in some ways confused, maybe shocked in their own way. But then looking at you with their eyes of like that's our daughter, loving you, so glad you're okay, and then that level of maybe disappointment? Yeah. They're like something's got to give here, like. That wasn't the first time that there had been an incident with like narcotics, or like, just substances in general. You know there's some episodes in high school, booze and stuff like that. So they were just like okay, this is it. Like we love you, but we can't support you anymore if you don't change. You know, because like they upended their entire lives, like they're innocent victims. I had to go on house arrest and so, effectively they're like my babysitters for two and a half years. So is that actually what happened? Like, did you go to prison? Yeah. So after that bail hearing, you're on house, or is that like I'm so naive to this, that you go to house arrest? Is that how it works? Yeah. So while I was going through the courts. Okay. Because they deemed me too much of a security risk to... Oh, my goodness. Like 26 years old. So I had to move out of my condo. I had to give up my dog and move back in with my mom. So there's definitely some tense moments. And for the first year, I was just so angry. I was so angry at him. I was angry at the system. I was angry at myself. I was angry at the drug. I was just so angry. And I wasn't getting anywhere. I was drinking heavily. Were you? Yeah. Yeah. And in my room in the attic, just very depressed. But then just one day, I was just like, I'm too stubborn for this shit. It's okay. I was like, I'm too stubborn for this stuff to beat me, for this jackass to, like, you know, set this whole thing up. And again, like, I didn't set up this elaborate trip. Did I go on the trip? Did I bring the drugs back? Yes, I did, because I just wanted to go home. I understand my involvement in that. Right. And I understand that justice is a part of wrongdoing. So I was like, okay, I'm going to go to prison and something good is going to happen. Like, I'm going to build something. And I didn't know what that was going to be. Really? You had that feeling? Yeah, I knew. Because like, that's when you use like your rebelliousness for good. So good. You know and this is not comparable, so forgive me. But it's comparable in terms of seizing opportunity. When we were in the middle of the pandemic, I look back and I think to myself, I could have used that time for good. I could have been in the healthiest form of myself. Nourish myself. I was a polar opposite. And I think, you know and again, it's not a good comparison because it's not a comparison, but I just, I'm sharing that just in a way of sometimes when things are happening to us, it's not necessarily innate to go, okay, how can I be right now? What can I do to help myself right now? We almost retreat and retract back. But you went into this going, I'm going to make good out of this. Yeah. Incredible. So you're. Not incredible that you're in prison, but you're in prison with a positive attitude. So I think that's the biggest component. And tell me how we get to the popcorn. The popcorn? Yeah, of course. So popcorn was a popular prison snack. Like I would buy the kernels off the canteen with my own money. And then I was in a medium security facility in Kitchener, Ontario. It's called Grand Valley. Okay. And so you had access to like a small list of groceries that you had to make for yourself every week. And so, I think we had like $37 in budget a week. So sometimes you'd combine your budget with other people. You'd make meals. And so I'd get like spices off the grocery thing and put it on the popcorn. And then sometimes I'd buy like Kraft Dinner powder or like KD from the canteen and I'd put the cheese on it. Oh. Yeah. Look at you. Savvy. And then as I started to do this, and then other people would like tell me their recipes and like we started to talk about employment and our lives. And I realized how lucky I really was. You know, I didn't come from a broken home and a lot of people in there did, you know, or just crime was just a part of their life. Crime and abuse. But they all wanted to start over and start fresh. So while we were making popcorn, I was like, maybe I'm just gonna start a popcorn company and employ people that have been to prison, employ us, so that we can prove that we are worthy of redemption and second chances and, you know, reintegration into society. And you did. So that's where it started. And you did. That's where it started, yeah. You did. It's interesting. I was in San Francisco doing business many, many, many years ago. And we went actually to lunch to a restaurant. And that's what they employed, people integrating back into the world. And it was one of the best meals I ever had because everybody who worked there was so happy. Yeah. So delighted. And I'm sure, well, I guess if you went there, you would know why you were going there, like the philosophy of the restaurant in itself. So people who were judgmental probably didn't enter the doors unless they're more curious. But everybody there, there was such an exchange of beautiful energy of acceptance and this removal of judgment, just human to human. And it makes me cry. It really like, it touched me, because I thought, isn't this the way it's supposed to be? I mean, I'm also a woman of faith, so I do think that that's the way it's supposed to be. But I'm just so encouraged by you and that heart and spirit because we all make mistakes. And to have someone believe and blaze a trail, and saying, we deserve this and to do it. Because it's one thing to say something. It's a whole other thing to actually do it. Yeah. But you did it. Yeah. And growing, growing every day. Meeting wonderful people like you. Oh, thank you. So everybody you employ have been to prison? Is that? Yeah. So we have a small internal team. And then we have our manufacturers now. And they have their own team. And then it's called co-manufacturer. So in the snack business, pretty much everyone uses a co-manufacturer because you don't have the money to open up a factory. It just doesn't happen. So you partner with manufacturers who you give your recipes to, who help you build your product at scale. And so that's their team. We also have a distributor team. So what takes our popcorn from our manufacturer across the country to the stores. And they have their own team. They're called Jonluca Neal. Nice. Yeah. And the co-owners are brothers, actually. Peter and Chris Neal, they have the chips. Okay. But Peter Neal heard my story and he had, like, suffered a lot of mental health stuff in his life and is a big advocate for it now to this day. So he's like, we wanted to like distribute your product. And so we have our distributors and manufacturers. So within our team, we have five to six contractors, depends on the time of year. Okay. They'll help us out with all these events or like do sampling in stores and sales. It's so good. Yeah. So good. And what did you start with? Because I've tried your popcorn and we love it in my home. And also we gave the popcorn to within all of our press kits when we launched the show. Yes. Thank you for being a part of that. Yeah. And we had great feedback too. It was like, oh, this is delicious. It was perfect. Oh my goodness. And I do feel like a lot of people were introduced to you through that as well. But what did it start with? Was it the caramel? It wasn't the caramel. No? No, we started with like savoury flavours. So I had like a popper. This is another good thing about like this business, I call it community built, because like, when I came out, I told a story to the newspaper. So much support came in, like people were donating things like labels. It was awesome. Of course there's going to be people that don't agree and never will. There always will be people like that, that'll just, no. Lock them up for life kind of people, right? But that again, that didn't stop me. That actually encouraged me, because I was like, watch me. Good, good for you. But yeah, so then this kind gentleman like bought us our first popper, popcorn popper. And so I would bring it to this store in Dundas, Ontario. Because the owner of the store also heard the story and said, hey you know, we need help with our social media, do you want to do like an exchange? Nice. That way you don't have to pay kitchen rent or whatever. So I did that. So I used my current skill set to help them with their social. And yeah, we grew there for over a year. And it was in 2020 that we found our manufacturer. Because we were signing up with our distributor. And so, when you sign up with a distributor, you have to have like a shelf life, on the product that's, you know, one of the requirements. Is there a lot of loops to get through? Because you are talking about a food-based product. Yeah. So was there a lot of, you know, sort of things that you had to work through to get the popcorn to a place where you could distribute it? Well, when you have the distributor, they also have the sales reps that work in-house. So, like, they'll help pre-sell. I would go to conferences, trade shows, get it in places. That's, like, my bread and butter. I love, like, the trade shows. It's so much fun. It is fun. I grew my first business in trade shows. So misunderstood now. Like, it's like there's, I don't know, they're undervalued. But I scaled through trade shows. Yeah. Okay, so you're going to trade shows. You get the product. So I feel like almost this was, and I don't dare say easy because I don't think anything is easy, but it feels like it was, can I use the word simple? Like you came out of prison with this idea, you share it with media. You end up having some donations, some supporters, you're building, you know, making the popcorn in this kitchen. And I feel like there wasn't, because I assumed that because it's a food-based product, there would be just a lot to learn and a lot of like nuance to it of, you know, packaging and shelf life and legalities, I suppose. Yes, absolutely. But I don't feel like that really was a part of your story or am I? Well, that's my business partner's job. He does all the paperwork. Okay. Okay. So my current business partner actually was like a friend of mine and I told him I was going to prison. I'd worked with him in the past. I'd helped him with some of his products. He had a liquor company and I helped him with their social media. So that's how I met him. I kind of told him what was going on. And so he was involved from the very beginning, like sending in logo designs, like we'd go back and forth snail mail. He actually built a landing page for me. Like, so then I'd send out I'd write articles and send them out to him and he'd upload them. So he started like generating attention, like get people's emails and stuff while I was in there. No way, that's so smart. Yeah and I read 82 books in prison so I kind of acquired a lot of knowledge that way and wrote letters to many of the authors. Some which I got a response back so that's kind of building my mentorship network. Of course. One of them including Dave Chilton is a good friend of mine. No way. Yeah, because he lives in Kitchener. Okay. He lives in Sarnia now, but like... Yeah. So he worked and I would watch Dragon's Den every day on the TV. So I just try to like learn so much about business. And I had a business prior, so I knew a little bit. But of course, like food is so different. So different. So, yeah. But my current business partner now, he does like operations and logistics. Okay. So I don't do, like he does all the awful paperwork. Yeah. Because I was going to say it just it felt like as you were telling me a story and I don't want to interfere with the simplicity and the effortlessness of things that are meant to be because I do believe things can happen that quickly and that simply. But I just, yeah, I just imagined with food there would be some things to work through. So you have this amazing business partner who's actually working and building the brand while you're in prison. How long were you in prison for? I did a year, but my sentence was four years. So after that I had to go to a halfway house. Okay. So you're in and then like everyone gets out on like it's a third I think. No matter like, if you're all behaved, you get out after a third of your sentence. Okay. So, and I was like an honour roll inmate. Because I was like I'm here for a reason. I'm going to make every day count. This is an investment in my life. Good. So when I got out, I had to get a job with like a normal paycheck. So I was like okay. Well, what else is like symbolizes starting over and I was like a gym. I'm gonna go to a gym. So I went to this gym. I had a note, like a cover letter, that basically said hi, my name's Emily and I just got out of prison. And the resume that I brought them was my resume from all my prison jobs, so I literally just laid it out there. Wow. And I got the job. You got the job. I love that because sometimes in this world, I feel like there's so much judgment. And people are so quick to look at the ways in which we're different. Don't you find that? Like, I just feel like we're walking through the world and we're not comparing in terms of our similarities. We're comparing in terms of our differences. And I'm wondering how we even got there. But when I hear stories like this, it's so encouraging because I just feel like we need more of that right now. Yeah. And it's also great to see all the people in prison that I've inspired, you know, to, like, want to do better. And so now, actually, I built a business course that's now available in all the prisons, like, through the computers. No way. Yeah, like a micro, like, micro start-ups. You know, because when you're coming out of prison, you don't have, like, a lot of assets, like, financial assets to invest in a company. So you want to start something that's simple, but you can, you know, generate income. Scale. Yeah. What was the most challenging part of this story for you? The house arrest was very challenging, yeah. Because you didn't know when the legal bills were going to stop. You didn't know. There was just no timeline for that whole time. The waiting. Yeah. And so it was very hard. And I was like, yeah, because I was in a very, very dark place. And then I was like, I'm so bright and colourful and sunny. I'm tired of being here. You are. This sucks. And I look at old pictures of myself, like science fairs. And we go through little family photos. And yeah, so definitely a lot of dark days. But that made me find the light again. Because I was just like, I've had enough of this. Good for you. What was the biggest lesson in all of this? I think, like, apologies are not just a word. They're a process. They're something that you have to do, not just something that you say. And you really have to change, you know, your actions. That's true. We got to build the trust back up. When we break trust with someone, an apology is the starting point. I agree. But then it's like, who are you on the other side of that apology that builds the trust back up? Yes. Are you close with your family? Very close. Yeah. I love that for you. Yeah. I love that for them. Yes. So what's next for Comeback Snacks? Like you've, how long has it been? 2020 was kind of when we, the original name used to be called Cons and Kernels. So we had that for about a year, and then we switched it to Comeback Snacks so we could like diversify and also it's more forward thinking. It's not like people in prison making popcorn. That's right. Because we are humans. You are. And everybody has a comeback story. Everybody does. Yes, it's such a it's such a motivator. Like, if you think about it, every time you open a bag and you think about the origin story and you think about you as the founder, and you think about the people you're employing. It's like, just I don't know, it tastes better. It just tastes better. Right? And I feel like, to me, again when I learned about you, I was like gosh, there's these things we want to hide, these things we want to shove under the carpet. And maybe it's because we attach our identity to them or our worthiness to them, and what you're showcasing is that this happened, this is a part of my story, but it's not the entirety. And also, again through sharing your story and also having the product, is that it's not what happens to us. It's what we do with it. Yeah. Because you don't shy away from the story at all. Yeah, no. Like if anything good was supposed to come out of it, it's this part. It is. It's being honest and open about it. Even though it's hard, even though people aren't going to like it. You know, there's always going to be people that want to continue to bring you down. But I don't have time for that. Do you get any hate? Oh, yeah. Oh, my gosh. Especially if I do like a big media piece or something. Yeah, there's always people like that. Really? Yeah. Wow, I guess they've never done anything wrong. I guess not. I wonder what that would be like. I feel like I make three mistakes by 9 a.m. every single day. Oh, my gosh. Anyway, what's next for Comeback Snacks? Like, I would love to know. I would love to future cast with you and hear, like, what's in store? Well, we are launching a flavour with a big partner, big international partner in January. I can't say who it is. Okay. Yet. I'm launching my book next year. It's called The Comeback Recipe. I was just going to say, please, you're going to tell me. 30 Steps to Rebuild Your Life. Yes. When's that coming out? That'll be next year. I actually have a call with the publisher on Thursday. Good. Tomorrow. Oh. Yeah. Let's go. Let's do that. Is it written? Yes. It's written and edited. I can't wait to read it. Yeah. I can't wait to read it. So collaborations, new flavours, defining yourself as a personal brand as well, I'm sensing through authorship. Speaking. Yeah, I do a lot of public speaking. You do a lot? Yeah, I love it. I love it, too. Like before the pandemic, that was what I did mostly. Like I was travelling all the time. I loved it. And then I got really cozy at home. And I'm now back in that love affair with it again. I had to kind of get uncomfortable with being social again. Yeah. So you're speaking, you're writing a book, you have some big collaborations coming. Do you see your product expanding outside of popcorn or will it always remain focused on that? I think eventually, yeah. But right now, we just want to master the popcorn world. There's still so much room to grow with flavours and channels. So rather than get distracted with something else right now, I think we're very focused on popcorn. Is it available internationally? We're available in mostly in Canada, but then I just did a licensing deal in the U.S. Good. With the jails. So like they're making chips and putting my brand on it. This is, how cool. Yeah. You're just cool. You are. Thank you. I love stuff like this. Gets me, I guess, because I'm a creative. And when you're creative at heart, you appreciate people that think outside the box. You appreciate people who do things that are not, quote unquote, normal, like the cult of average. I just feel like so much of our world is beige right now. And so when I hear somebody like you that's doing things that are colourful and different and serving and inspiring, I get truly, truly inspired. It's so good. Where can we find Comeback Snacks? So if you're in Canada, you can find us nationwide at Indigo, HomeSense, Winners, Marshalls. And we're launching in Walmart in like two weeks nationwide. Woo! So that'll be great. Locally, we are in the metros. We're in 50 Metros in Ontario. Okay. And then all the Sobeys in Ontario, Longos, and Farm Boy. Good. Yes. And then soon to be in the U.S. One step at a time. Yes, but the tariffs have just made it so... So challenging with costing and everything. It's too unpredictable right now. I just met with somebody this past week who wanted to hire me, and that was her biggest thing. She's in New York and built this beautiful product, but the tariffs are really such a hard thing for her in terms of crossing the border and bringing the product internationally. We'll get through it. We will. There's another side. It's a comeback. Yes, exactly. Everything like, listen, you've walked through challenging times. You've not just in terms of what you experience, but also the relationships in which you have like with your parents and so on. There's nothing you can't do. And I'm sure you know that. You don't have to be reminded of that. But I really want to thank you so much for what you're doing and the story that you share so openly and generously. And I'm a big Emily and Comeback Snack fan. Awesome. I'm a big you fan. Well, thank you so much. Thanks for being here. Of course.