UNIVERSITY OF PRINCE EDWARD ISLAND
UPEI pivotal in preparing business graduate for entrepreneurship

Entrepreneur Sarra Jayasinghe graduated from UPEI in 2021 with a Bachelor of Business Administration (BBA) degree. Before entering the business program, she spent two and a half years studying bioresources engineering in the University's sustainable design engineering program. For the past three years, she has been the sole proprietor of Ricci Cannabis, which produces cannabis-infused and non-alcoholic wine beverages.

Jayasinghe said her education at UPEI was pivotal in preparing her for entrepreneurship. The combination of engineering and business gave her a unique perspective on how to approach problems creatively and practically.

"Both my engineering and business programs played a significant role in shaping my entrepreneurial path. Courses in engineering communication, strategic management, entrepreneurship, and ventures gave me a holistic view of how I could merge technical innovation with business solutions," said Jayasinghe. "Professor Wayne Peters, in the engineering faculty, also encouraged me to explore how sustainable technology could drive business innovation, which influenced how I approach my entrepreneurial ventures today."

During the COVID-19 pandemic, Jayasinghe said, she became increasingly interested in the sober-curious movement, the growing market for de-alcoholised beverages, and the rising demand of cannabis use. This shift in consumer behavior sparked her curiosity, and she saw a unique opportunity to combine her love for innovation with her business skills. The pandemic gave her the time and space to dive deep into research, and her idea of creating non-alcoholic and cannabis-infused beverages took root.

Jayasinghe started by doing research at home and working on a formulation in her idea journal. From there, she reached out to people and institutions that she thought could help her find a lab to turn her formulation into a prototype. She also reached out to institutions like the National Research Council of Canada that helped guide her through the two-year research and development process.

"Networking and mentorship provided the biggest support. From industry experts to government programs, having people who were willing to share their expertise and guide me made all the difference. The entrepreneurial community, both online and local, gave me valuable insights and encouragement when things felt overwhelming," said Jayasinghe.

One of the biggest challenges for Jayasinghe's business has been navigating the regulatory environment in the cannabis industry. Developing a product like cannabis-infused wine comes with numerous legal and compliance hurdles, especially in Canada. She tackled this challenge by seeking expert advice, staying informed on ever-evolving regulations, and making sure she had the right legal and compliance teams in place. Being proactive, staying flexible, and continuing to learn helped her stay ahead of these challenges. After learning that she was unable to bring her product to market within the Maritime provinces due to lack of manufacturing equipment and other resources, she found a home for her products in Ontario and has been producing and distributing her products in that province for the past year.

Ricci Cannabis has been focusing on building strong distribution channels across Canada as a key part of scaling the business. Expanding into more retail locations and ensuring that their products are available in key markets has been a major focus. Another milestone has been refining the production process to ensure the company can meet increasing demand without sacrificing quality. Jayasinghe and her team have also been exploring new product lines to diversify their offerings and stay ahead in the market. They are looking at expanding into international markets where cannabis-infused beverages are gaining traction and are working on new product formulations to meet diverse consumer preferences, including those who want low-sugar and organic options. Jayasinghe believes these initiatives will help Ricci stay ahead of trends and to continue to offer unique, high-quality products.

"I want Ricci to inspire a shift toward healthier, more mindful consumption," said Jayasinghe. "By offering non-alcoholic alternatives and cannabis-infused beverage options, my goal is to give people better choices that align with wellness and balance. I also hope to set an example for other entrepreneurs, especially women in the cannabis industry, to take bold steps and innovate in spaces that are still evolving."

The young entrepreneur said she measures her success by creating products that resonate with people and improve their quality of life. It is also about growing her business in a way that reflects her values creativity, innovation, and making a meaningful difference in the market.

In passing on her words of wisdom to other young entrepreneurs or those thinking about starting a business, Jayasinghe said she believes resilience and adaptability are the most important traits for success.

"Being an entrepreneur is an incredible journey filled with twists, turns, and unexpected challenges that push you beyond what you thought possible. The hardest part has been learning to bounce back from setbacks; every failure stings, but each one brings a lesson that makes you stronger and sharper. That's what makes it very inspiring and humbling at the same time. Adaptability has become my biggest asset sometimes, you have to pivot quickly and seize an opportunity you never saw coming. Building a supportive network of friends, mentors, and colleagues has been invaluable, and I've learned not to hesitate to ask for help when I need it. Success in entrepreneurship isn't just about hitting business goals; it's about personal growth, resilience, and the person you become along the way. Looking back, I can see how much I've changed from where I started, and that transition from student to entrepreneur is something I wouldn't trade for anything."

On April 22, 2024, UPEI officially opened the Catherine Callbeck Centre for Entrepreneurship, its new student entrepreneurship centre, in the Robertson Library. Named in honour of UPEI's Chancellor Emerita Catherine Callbeck, the centre was made possible through gifts and contributions from the River Philip Foundation, the Atlantic Canada Opportunities Agency, Innovation PEI, and the Credit Unions of PEI. The centre aims to support student entrepreneurship with programming, events, guest speakers and other collaboration projects with community partners. To learn more about what the centre has on offer, visit their website.

"When I first started my business, there wasn't a strong support system available for entrepreneurs at UPEI," said Jayasinghe. "I believe the new entrepreneurship centre will change that by providing future entrepreneurs with a space to access mentorship, resources, and guidance. It will create a community where students can collaborate, learn, and grow with the support they need to succeed. Having this kind of support system will make a huge difference for aspiring entrepreneurs, helping them navigate challenges and pursue their goals with confidence."