The pitch
What walked into the Den
Judith Fetzer brought COOK IT, a Quebec-rooted meal-kit service, to the English Den in season 18 after an earlier run on the French-language Quebec show.
On the CBC stage she wanted $350,000 for 10 percent, pricing the business at $3.5 million.
After the show
What happened next
That pitch turned into a partnership with Arlene Dickinson, per business-press coverage of the founder's story. We note the deal at the network level and skip pinning it to one exact episode, since the record shows more than one appearance.
The chapter has since closed. The original web address now redirects permanently to Fresh Prep, the brand that acquired COOK IT in February 2024, so we describe this as a company sold on, not one that folded.
Our read
The Hub verdict
This is one of the more complete arcs in the batch. The ask was $350,000 for 10 percent, a $3.5 million valuation, and it turned into a partnership with Arlene Dickinson on the English-language show, following a prior appearance on the Quebec French version.
We deliberately do not pin the deal to one exact episode, because the record shows more than one appearance and we would rather be careful than tidy. The aftermath is unusually clear for this list: the brand was acquired by Fresh Prep in early 2024, so this is a company sold on, not one that quietly folded.
A Dragon partnership that ended in an acquisition, which is a rarer outcome than a simple yes.
Worth knowing: Treat this as an acquisition outcome rather than a live buy link; the founder's brand no longer trades under its own name.
