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ATB BoostR brings start-up products to Blush Lane

New partnership creates shelf life for aspiring entrepreneurs

For many start-up product businesses in Alberta, getting products on store shelves can be a massive hurdle.

Starting soon, product-based entrepreneurs that have been through ATB Financial’s crowdfunding platform ATB BoostR can see their products on display at Blush Lane locations in Edmonton and Calgary for a limited time, thanks to a partnership between ATB Financial and Blush Lane Organic Market.

“We wanted to find a way to work together to help early-stage entrepreneurs overcome this hurdle and get their products in a retailer that will hopefully boost their business from that point on,” says Stephan Becker, Manager of ATB BoostR, who created the pilot project with Blush Lane founder Rob Horricks – a long-time customer and supporter of the financial institution himself.

To qualify for the pilot, a business must first raise at least $5,000 across 50 individuals on ATB BoostR. Stephan says that while almost any consumer product will be considered, they won’t be able to accommodate anything AGLC-regulated, such as alcohol, cannabis, or tobacco products.

Blush Lane will have specially-marked shelves with ATB Financial’s branding and plans to feature a new collection of start-ups every four weeks. On January 19th, Blush Lane’s Marda Loop, Bridgeland, and Edmonton locations will host the BoostR Fair – a one-day event where BoostR participants past and present will be promoting their wares in a farmer’s market format ahead of the pilot’s launch.

The pilot will be officially announced at the BoostR Stage live pitch event in March, which will also be the final installment in the live event series where BoostR participants pitch their business to a panel of judges and 300 audience members in hopes of being chosen to receive one-on-one mentorship with Rob. After 25 of these events, Stephan says they felt it was time to move on.

“We are looking forward to supporting start-up entrepreneurs through new means, such as this partnership with Blush Lane.”


  1. To participate in the pilot and vie for the pitch event, click here to apply for a BoostR campaign by February 1.
  2. Click here to learn more about ATB BoostR and how you can get involved.
  3. Learn more about Blush Lane Organic Market here.
  4. Connect with ATB Financial on Facebook, Twitter, and Instagram.
  5. Connect with Blush Lane Organic Market on Facebook, Twitter, and Instagram.
  6. Check out ATB Financial and Blush Lane’s Sustainability profiles on the REAP website.