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Women’s entrepreneurship – the rise of the feminist economy with pk mutch. Jan 2022.


Women-owned businesses are behind some of the most innovative, game-changing products and services on the market, driving industry trends, reinventing product categories and changing the world. 

In this episode, Shannon Pestun, sits down with friend and colleague, petra kassun-mutch to talk about the rapidly growing feminist economy, the need to redefine success and breaking barriers so women can reach their full economic potential.

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The Greater Good: 
Social Entrepreneurship for Everyday People Who Want to Change the World,  by Madeleine Shaw, Oct 2021,  Eve-Volution Inc. and LiisBeth Media featured examples. 

In The Greater Good, award-winning social entrepreneur Madeleine Shaw presents an inspiring look at how a new generation of non-traditional entrepreneurs can use their personal values and vision to launch and grow world-changing ventures. She dispels the myth that you need a business degree or a blockbuster tech idea to start a successful enterprise, arguing that passion, a willingness to step into one’s personal power, and strong relationships are what propel social entrepreneurs forward.

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Canada 150 Women: Conversations with Leaders, Champions, and Luminaries Hardcover – Nov. 17 2017-pk mutch, page 86

Ambition, diversity, strength: few groups better represent the potential of Canada than women. Canada 150 Women profiles 150 of the country’s most inspiring, groundbreaking and powerful female role models, providing insight into their achievements—and a challenge for all to better support women.

From politicians to spacewalkers, entrepreneurs to scientists, Canada 150 Women offers insight into the work and life journey of women such as Deepa Metha, Elizabeth May, Heather Payne, Julie Payette, Kim Campbell, Lisa Charleyboy, Michele Landsberg, Jeanne Beker, and Hedy Fry. Candidly sharing personal and professional moments of struggle—and success—interviewees also discuss how feminism has changed in their lifetimes, suggest advice to women embarking on their careers, and set forth their bold visions for Canada.

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By Jena McGregor, contributor, February 19, 2010: 10:02 AM ET


(Fortune Magazine) -- In the fall of 2003, Petra Cooper was president of McGraw-Hill Ryerson Higher Education in Toronto, then a $47 million unit of McGraw-Hill. At 41, she was comfortable, successful -- and bored. The industry was being turned upside down by digital media, and a once-growth-oriented job was now all about cutting costs. "I saw the scope of the job getting smaller and smaller," Cooper recalls.


Fifth Town Dairy, and the Meaning Of Sustainable Food/Torontoist, May 26, 2010

Petra Cooper, owner and CEO of Fifth Town, has the double distinction of being able to call her business Canada’s only LEED-certified dairy and the first Platinum LEED manufacturing facility in Canada across all industries. The wonders of Fifth Town’s green building initiatives (the bio-wetland system; the wind turbine; the man-made, cement cheese-cooling caves) have been written about at length.
But Cooper, though proud of the dairy’s third-party LEED certification, believes that making a sustainable food product requires more than a little carbon offsetting. In fact, she says, she’s got a five-point system.
“Energy renewal and water conservation are big parts of creating a sustainable product,” says Cooper, who opened the doors to Fifth Town in 2008. “But so are using premium ingredients and recyclable packaging and caring about the community impact. Are the employees happy? Are the farmers getting a fair price for their goods?”


Female entrepreneurs talk about their experiences with harassment as Commons debates Bill C-65, iPolitics, May 7 2018

“You’re kidding right?”

So said entrepreneur Petra Kassun-Mutch, the founder of Eve-Volution, when asked if she had experienced harassment in her working career in the technology industry.

"everything from being a sales rep and being invited to hotel rooms by the man in charge.  I thought I was going there too discuss my career, obviously that was not the case, said Mutch, also the recipient of the Inspiring Fifty Women in STEM award. 


Petra is the founder of Eve-Volution Inc, B Corp certified, lean, collaborative and networked enterprise which helps co-working spaces, startup ecosystems, incubators, accelerators, and innovators succeed while by working to advance gender equity and inclusion in the entrepreneurship and innovation space. Services include gender analysis, market feasibility studies, research, strategic planning, executive advisory services, program design, and program execution. Eve-volution also publishes LiisBeth, a fast growing, authoritative, online/offline community, and magazine for those interested in entrepreneurial feminism and/or leveraging insights from feminist leadership and business practices. Before serving as Executive Director of the Imagination Catalyst at OCAD U, Petra was also the first Entrepreneur in Residence at the University of  Guelph, plus Founder and CEO of the awarding winning Fifth Town Artisan Cheese Company

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