What happens when a founder discovers that scaling a business isn’t about growing bigger but growing braver?

In this Faces of Atlantic conversation, I sat down with Sheena Russell, Founder and CEO of Made with Local, a purpose-driven food company rooted in Atlantic Canada and built on community, sustainability, and really good snacks.

We explored what it looks like to lead with values, navigate self-doubt, take bold leaps, and stay grounded in the mission that started it all.

In this episode:

→ How a sustainability-loving kid from PEI became the unexpected entrepreneur behind one of Canada’s fastest-growing snack brands
→ The moment Sheena realized the business could be bigger than her own self-doubt and why that changed everything
→ What it really took to bring manufacturing in-house and why the scariest leaps often lead to the strongest foundations
→ How Sheena builds a values-driven culture rooted in transparency, trust, and a “no dumb questions” approach to leadership
→ The power of community from farmers and suppliers to Atlantic Canadian grocery shelves that now champion the brand
→ Her honest take on stress, partnership, and why having the right people in your corner makes all the difference
→ The legacy she hopes to leave: generosity, sustainability, and a purposeful path for future founders

Links and Resources:

Follow Sheena Russell: https://www.linkedin.com/in/sheena-russell-mwl/

Follow Made with Local: https://www.madewithlocal.com/

Follow Terri-Ann Richards: https://terriannrichards.com/

Watch this episode on YouTube: https://www.youtube.com/@TerriAnnRichards

Follow Faces of Atlantic on LinkedIn: https://www.linkedin.com/company/faces-of-atlantic

If this episode reminded you that leadership doesn’t require perfection, just purpose, share it with someone carving their own path toward impact.

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Let’s keep showing up with courage, one real conversation at a time.

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