The global shift towards sustainable living is more evident now than ever before. Among the drivers of the movement is the i.d.e.a. FundTM, a program that fosters inclusion, diversity, environment and acceleration while driving sustainable and circular economy growth. The program is supported by the Government of Canada through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario) and delivered collaboratively by the following Ontario Regional Innovation Centres (RICs): Boundless Accelerator™, Innovate Niagara, Innovation Factory, Launch Lab, TechAlliance of Southwestern Ontario, and WEtech Alliance.
According to Idas Levato, Manager Operations and Programs at Innovation Factory, each RIC brings something unique to the table as they work together under Boundless Accelerator’s leadership to guide participating founders.
In 2024, 12 companies at the Hamilton/Halton-based RIC, Innovation Factory, received $20,000 each in matching seed funding along with mentorship hours as part of their participation in the i.d.e.a. FundTM program. These companies demonstrated a great range of low-impact practices, with businesses ranging from sustainable cremation processes to creating clean powder beverages for children.
The Story of Jitto
Among the 12 companies supported by Innovation Factory in the third cohort of the i.d.e.a. FundTM, Mani Siddiqui, founder of Jitto, was happy to share his experience and the impact the program had on his company’s growth. The founder spoke to the inspiration and journey behind starting his supply chain company, which delivers fresh produce to small businesses in rural areas of Ontario. The idea was born after witnessing the struggles his parents faced in Thunder Bay, where a bag of blueberries cost $35 during the pandemic. Motivated by this challenge, Siddiqui took immediate action to fill a critical gap in the region’s supply chain, bringing a practical solution to northern Ontario.
“At the end of the day, small businesses in the produce sector only need three things: fair pricing, product availability, and reliable delivery. That’s what matters most,” said Siddiqui. “You could build the most sophisticated tech solution, but if the produce doesn’t arrive on time, it’s irrelevant.”
Jitto built an AI engine that converts plain text and price lists from farmers and suppliers into clear data charts for end users, presented through a simplified user interface. Siddiqui shared that the success of Jitto is measured through fulfillment rate, which has reached 99%—a phenomenal achievement for his team. The i.d.e.a. FundTM played a pivotal role in supporting Jitto’s growth, providing valuable mentorship and resources that helped propel the company forward.
“For me, the i.d.e.a. FundTM wasn’t just about the funding,” said Siddiqui. “It was about the relationships, the mentorship, and the guidance that kept us on track. Meeting with mentors like Mark Evans monthly gave me the kind of guardrails every entrepreneur needs. You walk in, share what you’ve done, and get honest feedback.”
The i.d.e.a. FundTM also helped Jitto’s team with accountability and enabled them to refine and revamp the business’s website, which allowed Siddiqui to narrate the brand’s inspirational back story. During the program, participants were offered regular mentorship and, like other founders, Siddiqui leveraged the resources he was offered. Initially, the team was going door-to-door with their product; however, through mentorship, they learned to “flip the funnel” and decided to enhance Jitto’s digital presence, which led to a 30%-40% increase in in-bound leads.
Jitto’s participation in the i.d.e.a. FundTM program led to two key achievements: first, the development of the next phase of its product, an AI-powered pricing engine, and second, a refined approach to pitching its solution to potential stakeholders. Siddiqui also emphasized the importance of learning how to collect the right data to drive smarter business decisions:
“The key is to collect the right data, consistently. Now, we track exactly how many cases move on a specific route, in a specific truck, and where each item was purchased. If there’s a quality issue, we can trace it back to the supplier within minutes. That kind of clarity allows us to make better decisions every single day. When you focus on the right numbers, you gain a real competitive edge.”
Jittos’ story is an inspiring example of a team working tirelessly behind the scenes to tackle supply chain challenges rural Ontario. Like many other successful founders in the i.d.e.a. FundTM program, Siddiqui now encourages emerging innovators and entrepreneurs to stay focused on solving real problems rather than getting caught up in sales alone.
“At Jitto, we have a saying: we don’t sell, we solve. That mindset drives everything we do. Sometimes the problem comes to you, and sometimes you must go looking for it—but either way, your focus should always be on solving real problems for your customers, not getting distracted by the business model, operations, or fundraising. Stay locked in on the problem and the people you’re solving it for,” said Siddiqui.
Building a stronger, sustainable ecosystem, together
Alongside Jitto, other cohort members of the program include Sleaks, Awake Ashes, Concrete Flatwork Innovation, Harvest Systems Inc., AraMill Inc., Earth Suds Inc., NIIMA, Tression, Plant Baby, Infinite Harvest Technologies Inc., and Cropinno. Together, these companies are advancing sustainable practices and contributing to the growth of Canada’s economy.
“Jitto’s bold approach to tackling supply chain challenges in rural Ontario perfectly captures the entrepreneurial spirit our government is here to champion,” said the Honourable Evan Solomon, Minister of Artificial Intelligence and Digital Innovation and Minister responsible for the Federal Economic Development Agency for Southern Ontario. “Through the i.d.e.a. Fund, we’re doing more than just providing resources; we’re unlocking the mentorship, investment, and collaborative power that companies like Jitto need to drive sustainable growth, strengthen communities, and build a resilient economy across southern Ontario. This is how innovation meets impact, right where it matters most. I’m thrilled to see this success story and see investments provide real outcomes.”
Idas Levato praises programs like the i.d.e.a. FundTM. She also admires the resilience of the founders working with Innovation Factory, highlighting how they’ve navigated challenges such as ongoing tariffs and, through mentorship, have made strategic adjustments to strengthen their business plans.
“It’s been beautiful to witness how the real relationships we’ve built with founders create space for honesty. When they hit setbacks or feel burnt out, they trust us enough to be vulnerable. That kind of courage allows our team to rally behind them. We help open more doors for grants and other resources,” said Levato.
When asked to share advice for emerging innovators building sustainability and inclusion into the core of their business, Levato offered the following insight: “There’s real power in joining community conversations where sustainability is a hot topic. So many founders have their eureka moment sparked by seeing another company’s approach or by connecting with someone who offers a game-changing supply chain idea or a simple way to reduce waste. Community creates space for serendipity, and that often leads to the most surprising and impactful insights.”
Innovation Factory remains committed to supporting founders with empathy and warmth, recognizing that genuine encouragement plays a key role in helping entrepreneurs stay motivated and resilient. Levato also expressed appreciation for the collaboration and support of fellow RIC partners and encouraged continued dedication to fostering inclusive, founder-first services.
“Treating every founder with earnestness and integrity and patience goes a long way to make founders feel supported and considered,” said Levato.
To discover more about i.d.e.a. Fund™, visit i.d.e.a. Fund – Innovation Factory
To learn more about FedDev Ontario, visit Federal Economic Development Agency for Southern Ontario