On September 27, 2025, history was made.
For the first time ever, Black Ambition and the Federation of African Canadian Economics (FACE) joined forces to launch Melamoon — a national pitch competition celebrating the brilliance, ambition, and ingenuity of Black entrepreneurs across Canada.

With applications open from coast to coast, the stakes were high and the competition fierce. From smart construction tools to cutting-edge wellness platforms and science-backed skincare, Melamoon proved that when capital meets culture, innovation knows no bounds.

Backed by partners including the Government of Canada, Interac Corp., TD Bank, Now Toronto, Black Women Talk Tech, and N/A & Company Inc., this landmark event wasn’t just about funding — it was about future-building.

The evening closed with remarks from The Honourable Rechie Valdez, Minister of Women and Gender Equality and Secretary of State (Small Business and Tourism), who urged founders to “embrace boldness and clarity in their pursuits.” Her message captured the spirit of a night that didn’t just crown winners — it cemented legacies.

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1st Place – Jaay Bond, Evitavonni Construction Group

Award: $100,000 CAD
Innovation: Bluetooth-enabled smart hard hats transforming communication and safety on job sites.

Toronto entrepreneur Jaay Bond is redefining construction safety. His venture, Evitavonni Construction Group, introduced a smart, Bluetooth-enabled hard hat that converts any standard ANSI or CSA-certified helmet into a hands-free communication system — a first for the industry.

Using harmonic resonance technology, the helmet itself becomes the speaker, enabling clear, open-ear communication while maintaining full situational awareness. Workers can now receive instant voice alerts, push-to-talk updates, and real-time instructions — no radios, no distractions.

Beyond technology, Bond is a father, real-estate advisor, and Caribbean superhost whose ventures are guided by family values and community spirit. “My goal is to leave a lasting impact that not only builds structures but nurtures community and family life,” he shares. His invention doesn’t just protect workers — it connects them.

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2nd Place – Biola Oluwajuyigbe, HealX Foods

Award: $50,000 CAD
Innovation: Plant-based, culturally inspired snacks that turn wellness into indulgence.

At the crossroads of culture and nutrition stands Biola Oluwajuyigbe, founder of HealX Foods — a women-led Canadian food innovation company bringing bold flavor to healthy eating.

What began as a frustration with bland, over-processed “health” snacks became a revolution in clean eating. HealX’s signature Cauliflower Fries are now found in over 100 stores across Canada, including Sobeys, Healthy Planet, and Avril.

Harnessing cruciferous vegetables and potent phytonutrients like indole-3-carbinol, Oluwajuyigbe is proving that health and taste are not mutually exclusive. “We’re here to transform everyday snacking into something purposeful, powerful, and absolutely crave-worthy,” she says.

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3rd Place – Chevon Riley, Natural Organic Matters (NORM)

Award: $25,000 CAD
Innovation: Science-driven skincare rooted in transparency, simplicity, and cultural pride.

For Chevon Riley, founder and CEO of Natural Organic Matters (NORM), the $25,000 award represents far more than a financial boost — it symbolizes a community’s collective belief in a dream built from Scarborough to the world.

Chevon’s journey began at the University of Toronto Scarborough, where he joined The Hub, UTSC’s original incubator for student entrepreneurs. The Hub nurtured NORM’s earliest ideas — offering mentorship, workspace, and guidance at a time when all Riley had was vision and determination.

In 2024, The Hub evolved into the Sam Ibrahim Centre for Inclusive Excellence in Entrepreneurship, Innovation & Leadership (SICIEEIL) following a historic $25 million donation from proud Scarborough entrepreneur Sam Ibrahim. The new centre carries forward The Hub’s mission, having already supported over 150 startups, 65% led by visible minorities and 52% by women.

Building on that foundation, Riley advanced through the Black Founders Network (BFN) at U of T’s downtown campus, gaining the tools and mentorship to refine NORM’s strategy and scalability. The U of T Alumni Departments — both Scarborough and downtown — became some of NORM’s first institutional supporters, proudly purchasing and gifting NORM products at alumni events.

Along the way, NORM was fortified by a constellation of partners:

• Innovation Factory — fueling NORM’s manufacturing growth and clean-tech capabilities.

• Nobellum — empowering Black innovators in STEM with mentorship and resources.

• BBPA (Black Business and Professional Association) — advancing entrepreneurship and excellence across Canada’s Black community.

• Canadian Black Chamber of Commerce (CBCC) — driving collaboration and economic development.

• Building Black Entrepreneurs Program (BBEP) under the Festival Management Committee (Toronto Carnival) — strengthening festival-based and creative enterprises.

• Saldenah Carnival Family and Toronto Revellers — grounding NORM in Caribbean cultural heritage and community celebration.

With support from the Government of Canada, City of Toronto, and thousands of customers who believe in clean, honest skincare, NORM’s success is proof that community-driven innovation can go global.

“This win isn’t just about NORM,” says Riley. “It’s a celebration of everyone who poured into this brand — mentors, ecosystem partners, customers, and family. The $25,000 represents their belief in what we’re building together.”

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Audience Choice Award – Dr. Phyllis Pobee, GeneLean360°

Award: $25,000 CAD | Sponsored by Black Founders Network & FoundHers by Pitch Better
Innovation: Genetic-based wellness platform empowering women through precision medicine.

Dr. Phyllis Pobee, M.D., Diplomate of the American Board of Obesity Medicine, is transforming women’s health through GeneLean360° — a platform that fuses genetic testing with personalized wellness.

Inspired by her own 100-pound weight-loss journey, Dr. Pobee developed a three-step, science-based system that helps women over 30 balance hormones, improve metabolism, and achieve sustainable weight management — all guided by their genetic blueprint.

Her work embodies the spirit of empowerment that defines Melamoon: “Genetic testing isn’t just about solving problems; it’s about unlocking a future of empowered health.”

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The Dawn of a New Era

The inaugural Melamoon Pitch Competition, created by Black Ambition and FACE Coalition, marks the beginning of a new chapter in Canadian entrepreneurship — one where capital, culture, and community intersect to build generational wealth and opportunity.

Every finalist who stood on that stage can now claim what few can:

They are the best in their sector — since 2025.

Their ideas are not just products — they are movements.
Their stories are not just successes — they are proof that when ecosystems collaborate, entrepreneurs rise.

As the applause faded that night, one truth echoed louder than any number:
The future of Black innovation in Canada has never looked brighter.