We’re excited to introduce you to the always interesting and insightful Candace Maiden. We hope you’ll enjoy our conversation with Candace below.
Alright, Candace thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?
The journey to creating Squash the Beef began in 2017, after a life-altering period for both Chef Kurtis Williams and me. We had just experienced the devastating loss of Kurtis’ mother and were also facing his own health challenges. Searching for ways to improve our well-being, we watched the documentary What the Health and began researching the benefits of a plant-based diet. We were amazed to learn that conditions like high blood pressure, diabetes, and high cholesterol—issues that disproportionately affect our community—could potentially be reversed or managed through dietary changes. That realization sparked a decision: we had to give plant-based living a try.
At first, it was an experiment. But after 14 weeks, we both started noticing significant improvements in our overall health. After six months, Kurtis saw undeniable changes in his bloodwork, confirming his belief in this lifestyle. However, while the personal benefits were clear, we soon faced unexpected social and cultural challenges.
Being plant-based often left us feeling ostracized. We were uninvited to gatherings because people weren’t sure what to feed us, and when we did attend events, festivals, or fairs, there were rarely any vegan options. We constantly found ourselves bringing our own food. That’s when Chef Kurtis began experimenting in the kitchen, recreating the comfort foods we loved—soul food, hearty meals, and familiar flavors—all with plant-based ingredients. What started as a necessity turned into a passion.
The turning point came when we started sharing our food at events. To our surprise, people loved it. Friends and family couldn’t believe our dishes were completely plant-based. That’s when the light bulb went off—there was a gap in the market, and we had something special to offer.
After much prayer and deliberation, we made the leap to start a vegan catering company dedicated to plant-based comfort food. But before launching, we wanted to test our concept. Our big moment came when we entered a vegan chili cook-off—and Chef Kurtis won first place unanimously. That was the confirmation we needed to officially pursue our dream. On March 15, 2019, Squash the Beef was born.
The name itself carries a double meaning. It’s a play on the phrase “squash the beef,” which means to settle a disagreement, but also literally represents removing beef (and other animal products) from your diet. Plus, squash is a vegetable, reinforcing our commitment to plant-based eating.
As we grew, we expanded beyond catering. In 2021, we obtained a food buggy, which allowed us to reach more people, attending fairs and festivals and making vegan comfort food more accessible. Our food stands out because it rivals non-vegan options—it’s flavorful, indulgent, and satisfying, proving that plant-based eating is far from boring.
One of the biggest misconceptions about veganism is that it’s just salads, fruits, and “grass.” But at Squash the Beef, we’re changing that narrative. We specialize in culturally relevant, plant-based soul food and Southern cuisine—the kind of food that fills your soul and brings back memories of home and family gatherings. Some of our standout dishes include our meatless meatloaf, mac-n-cheez, fried chick’n, burgers, chick’n philly, polish boy and our delicious kale and peach-mango lemonade.
Whether someone is vegan for their health, the environment, or the animals, we offer something for everyone. Our mission is to show that vegan food can be hearty, delicious, and deeply comforting.
Squash the Beef is more than a business—it’s a movement to make plant-based food accessible, inclusive, and irresistible.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Squash the Beef was born out of a personal journey that became a mission. In 2017, after the loss of Kurtis’ mother and his own health struggles, we transitioned to a plant-based lifestyle. We quickly realized how difficult it was to find flavorful, satisfying vegan comfort food, especially in urban areas and community events where plant-based options were limited or nonexistent. Determined to change that, Chef Kurtis began recreating the soul food and Southern dishes we loved, proving that vegan food could be just as indulgent and delicious.
Operating in GlenVillage, Cleveland—a community considered a food desert—we provide an alternative to the lack of diverse, plant-based options. Whether through our brick-and-mortar location, mobile food buggy, or catering services, we bring hearty, flavorful, and nostalgic meals to those looking for something different. Our menu features dishes like the award-winning vegan chili, our signature Comfort Cone, and some of the best plant-based burgers around.
Our dedication to quality and inclusivity has earned us recognition, including Best Food Truck (Vegan/Vegetarian) at Crocker Park in 2024 and the Taste of Black Cleveland 6.0 award. We’ve also sold out at major events in Pittsburgh, Detroit, Columbus, and Cleveland, proving the demand for plant-based comfort food is real. Squash the Beef is more than a business—it’s a statement that veganism is for everyone. Whether you’re here for your health, the planet, or just great food, we invite you to experience the warmth, flavor, and community we bring to the table.
Let’s talk about resilience next – do you have a story you can share with us?
Resilience is the ability to adapt, recover, and push forward despite obstacles, and our journey with Squash the Beef has been a testament to that. Being a business owner comes with its ups and downs, but nothing tested us more than the challenges we’ve faced over the years. Just one year after launching our business, the world shut down due to the COVID-19 pandemic. Catering events and festivals were canceled, anticipated sales and growth came to a sudden halt, and we were forced to rethink our entire strategy. Rather than give up, we turned to our community, launching a crowdfunding campaign through Honeycomb Investments to purchase a food buggy. This allowed us to continue serving customers safely during the pandemic, providing a mobile, contact-free way for people to enjoy our food even when dining in restaurants or hosting events wasn’t an option. We also pivoted to offering carryout through online ordering, ensuring our business could survive during uncertain times.
After navigating the pandemic, we experienced significant growth in 2022 and 2023, with the food buggy and events becoming highly profitable. But just as we felt we were on solid ground, 2024 brought new challenges. An unexpected illness forced Chef Kurtis to step away from the business, leading us to reduce our hours at the shop and cut back on events. At the same time, we were hit with the effects of a recession—rising costs of goods, declining foot traffic, and fewer resources available for small businesses. Many businesses were shutting down, and we found ourselves questioning whether we could hold on. It was a moment of deep uncertainty, but we refused to give up. We leaned on our faith, sought community support, and partnered with other businesses to rethink and restructure our approach. We scaled down, re-strategized, and weathered the storm, even though it wasn’t easy.
Despite the hardships, we had major wins that helped us push through, and by the start of 2025, we emerged stronger. We hosted more catering events, formed new partnerships, made improvements at our shop, hired staff, and increased our hours. Already, this year is shaping up to be better than the last. If there’s one thing we know, it’s the meaning of resilience. For six years, we have pivoted, restructured, prayed, sought help, and leaned on our community to keep Squash the Beef thriving. We didn’t get here alone—our patrons, family, and friends have been an unwavering source of support, and when times get tough, our faith and community always see us through.
How’d you meet your business partner?
Kurtis and I have known each other since we were kids—we grew up in church together, and he was always like a big brother to me. It wasn’t until we got older that I found out he had a crush on me, lol. Life took us in different directions during our young adult years, but eventually, we found our way back to each other and decided to pursue a romantic relationship. Now, we’ve been partners for almost ten years and are proud parents to a beautiful 8-year-old daughter, who even helps out with the business from time to time!
Not only are we life partners, but we’re also business partners, and honestly, I couldn’t imagine doing this with anyone else. We balance each other out perfectly—Kurtis is the chef, the brawn behind the business. He manages the food truck and our shop, handling all things culinary. I’m the brains behind the operation, managing budgets, operations, and catering sales. Kurtis is the visionary and the risk-taker, always coming up with big ideas, while I’m the one thinking through the logistics and making those ideas a reality. Together, we make a great team, and our shared passion for Squash the Beef keeps us pushing forward every day.
Contact Info:
- Website: https://www.linktree.com/squashthebeef
- Instagram: https://www.instagram.com/squashthebeefcle
- Facebook: https://www.facebook.com/squashthebeefcle
- Linkedin: https://www.linkedin.com/in/squash-the-beef-catering-llc-93b457182/
- Twitter: https://www.x.com/squashthebeef19
- Yelp: https://www.yelp.com/biz/squash-the-beef-cleveland-3
Image Credits
for the portrait pictures, please credit
https://www.instagram.com/kamron_khan/
Kamron Khan- Photographer