We’re excited to introduce you to the always interesting and insightful Emily OBrien. We hope you’ll enjoy our conversation with Emily below.

Emily, thanks for joining us, excited to have you contributing your stories and insights. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

The idea for what became Comeback Snacks started when I was inside, during the Super Bowl actually. Popcorn was one of those snacks everyone liked. I used to buy the kernels from the canteen and mix them with spices from the kitchen. It was something small that brought a bit of comfort. For me, it also helped me find a healthier relationship with food after struggling with an eating disorder for a long time. Making popcorn felt safe, and it brought people together.

Before long, other women started joining in. People shared their own recipes, and we’d talk about life, what we wanted to do when we got out, what kind of work we hoped to find, and how hard it might be to start over. Those conversations really shaped everything. It wasn’t about me having an idea and trying to help anyone. It was all of us trying to figure out a way to build something better together.

That’s when I thought, maybe we can take this simple thing we all enjoy and turn it into something real. Something that shows that people coming out of prison have so much to offer when given a chance. From the start, the main mission behind Comeback Snacks was to advocate for people who are formerly incarcerated, including myself. We wanted to change the story about what it means to rebuild after prison and create real opportunities through second chance hiring.

Execution really started once I was released. I made the decision to share my story with the media. I was nervous, honestly scared, because the online world can be harsh. But I figured, if I’ve been to prison, I can handle anything. Once I opened up about my experience, people started to listen. From there, I found a commercial kitchen to work out of, started making popcorn again, and that’s when it became real. It went from being an idea in my head to something I could actually hold, taste, and share with others.

And yeah, the recipes have changed since then. Back then it was all about keeping things healthy and simple. Now our popcorn is pretty sweet, and that’s okay. Sweet is also healthy. It represents growth, being able to enjoy all kinds of food and all parts of life. It’s not about perfection anymore. It’s about sharing something that connects people, just like it did back then.

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.

We’re a popcorn company with a mission that’s about more than just great flavours, it’s about second chances. I started the company after serving time in prison, and the idea came from wanting to build something meaningful that represented hope, redemption, and growth, not just for me but for others who’ve been through similar experiences.

We make popcorn that’s bold, fun, and proudly Canadian. You’ll find flavours like Salted Caramel, Peanut Butter & Chocolate, Lemon Meringue, all a little different and a little unexpected. But the story behind each bag is what makes it special. Our main focus is to hire and support people who’ve been formerly incarcerated or who’ve faced barriers to employment. We show that second chances aren’t just possible, they’re powerful.

What sets us apart is that everything we do comes from lived experience. We’re not just a company with a cause, we are the cause. We’ve been there. We know what it feels like to rebuild your life from scratch, to have to prove yourself again and again. So when people buy Comeback Snacks, they’re not just getting a delicious treat, they’re helping shift how society sees people who’ve made mistakes.

I’m most proud of the fact that Comeback Snacks has created real opportunities for people, and that our story has helped open up conversations about second chance hiring, stigma, and empathy. We’ve gone from an idea born inside prison walls to being on shelves across Canada, in grocery stores, gift shops, and even hotels. That growth means more than numbers, it means the message is spreading.

What I want people to know is that Comeback Snacks isn’t about perfection. It’s about progress. It’s about the courage to rebuild, to laugh, to try again, and to enjoy the sweetness of that journey, literally and figuratively.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

There is no lesson to unlearn. There is only improper advice. Every entrepreneur gets advice from people. Some of it from people who are experts in your so called industry, some from people who want to be experts, and some from people who aren’t experts at all and they want the best for you too. They can all be right, and they can all be wrong.

And they can all have the best intentions.

That’s the lesson. “Experts” can be wrong and the “they don’t know anything about the popcorn industry” individuals can contribute the ideas that will be a part of the best strategy that you ever implemented.

Any fun sales or marketing stories?

Absolutely. One of the books I read in prison was called “The Wealthy Barber” by David Chilton. It is a renowned book in Canada, which offers financial advice that is applicable for everyone and makes you laugh. Hopefully not your bank as well, Or else that would be a bad book am I right? Anyways, I wrote an article called “The Relatively Wealthy Inmate” while I was inside, sharing how his book taught me how to manage my $7 a day income. Then I mailed it to his office. He read it, because who wouldn’t open a letter from a stranger sent from a correctional institution? He has been a tremendous mentor and friend ever since. Still hasn’t offered me a haircut though!

Contact Info:

• Website: https://www.comebacksnacks.com
• Instagram: @comebacksnacks
• Linkedin: https://www.linkedin.com/in/emily-o-brien-b628a4132/
• Other: @emz.obrien is my personal Instagram account

Image Credits

Martyna Domurad