From Seed to Sale: Lessons from an Entrepreneurial Journey

Location: Conron Hall, University College

Date: Friday, September 25, 2026

Time: 1:00–2:30 p.m.

Join us for a conversation with entrepreneur Tom Droog, who will share the story of his journey from immigrating to Canada at 22 to building Spitz sunflower seeds into a leading North American brand and eventually selling the company to PepsiCo.

Tom Droog immigrated to Canada from Holland in 1972 and settled near Bow Island, Alberta, with his late wife, Emmy. After beginning their life in Canada as wheat, flax, potato and sugar beet farmers, Tom and Emmy pioneered flavoured sunflower seed snacks, creating Spitz—the first brand in North America to sell flavoured sunflower seeds in resealable bags.

Spitz went on to become Canada's best-selling sunflower seed brand, capturing more than 75% of the market and expanding into the United States before being sold to PepsiCo in 2008. As the company grew, Tom focused on innovation and efficiency, developing high-speed packaging technology to support its expansion.

Through the story of Spitz, Tom will discuss what it takes to turn an idea into a successful business, sharing the opportunities, challenges, risks and lessons that shaped his entrepreneurial journey. He will also reflect on the importance of innovation, perseverance and recognizing opportunities along the way.

Today, Tom continues to invest in agriculture and farmland, supporting young farmers and helping provide them with opportunities similar to the one that brought him to Canada.

This event is supported by the Social Science Student Donation Fund.

About the speaker:

• Tom Droog is an entrepreneur and agricultural investor best known as the founder of Spitz sunflower seeds. After immigrating to Canada from Holland, he and his late wife, Emmy, built Spitz from an agricultural venture into a leading sunflower seed brand in Canada and the United States before its sale to PepsiCo in 2008.