Community & Collaboration – The Crosby’s Way
Beyond their well-loved products, Crosby’s is committed to supporting local businesses and helping to foster a vibrant community and economy in New Brunswick.
For over 145 years, Crosby’s Molasses has been a staple in kitchens across Canada, bringing rich, authentic flavours to countless recipes. Beyond their well-loved products, Crosby’s is committed to supporting local businesses and helping to foster a vibrant community and economy in New Brunswick.
Founded in 1879 by Lorenzo Crosby in Yarmouth, Nova Scotia, Crosby’s Molasses has been a family-run business for five generations. In 1897, the company made a significant move to Saint John, New Brunswick, to take advantage of the city’s bustling port and better position the business for growth. This strategic relocation marked the beginning of Crosby’s deep connection with the Saint John community—a bond that has only strengthened over the years. “From the very beginning until today, there’s been this beautiful thread of generational entrepreneurship,” says Lori King, Director Brand, Marketing & Innovation at Crosby’s. “That is what allows Crosby’s to remain the company it is today.”
One of the key aspects of Crosby’s success is its dedication to sourcing and supporting local. While their molasses is sourced from Guatemala, Crosby’s has formed strong partnerships with local businesses in New Brunswick and beyond. These partnerships are built on shared values, focusing on sustainable practices and ethical treatment of employees. “Choosing the right partner is really critical,” King explains. “Our partnerships are based on shared values and ensuring that employees are treated and paid fairly, whether in New Brunswick or Guatemala.”
Three Business Units, One Community Focus
Crosby’s operates three distinct business units: the Eastside manufacturing facility where molasses is produced, the Westside liquid bulk terminal, and a co-manufacturing business that produces a variety of dry powder products. This structure not only provides diverse employment opportunities in Saint John but also allows Crosby’s to support regional and nationwide producers and retailers with product development and manufacturing.
Crosby’s co-manufacturing services include dry and liquid blending, custom packaging, and private label production, offering flexibility and expertise to meet the needs of producers and retailers. “We’re expanding our co-manufacturing business as we have such great expertise coupled with a culture of innovation and responsiveness,” says King. Their state-of-the-art facilities and stringent quality control measures ensure that all products meet the highest standards, providing peace of mind to their partners.
Commitment to Community and Collaboration
Recently, Crosby’s has been working on an exciting collaboration with a local company in New Brunswick to create a new product that showcases the best of both brands. This initiative is part of Crosby’s broader strategy to strengthen ties with local businesses and contribute to the growth of the region’s economy. “We believe that partnerships with other like-minded companies are advantageous for both parties,” King notes. “It’s about bringing the best of what each of us does together in a product that the consumer will embrace.”
Crosby’s commitment to local extends beyond business partnerships. They actively participate in community initiatives and support programs that benefit New Brunswick’s food industry. William Crosby is an active board member with Savour NB and is helping to create programs that support local food producers in distribution and market access, furthering their mission to keep business and jobs within the region. “In the Maritimes, we have such a collaborative approach,” King says. “Nobody’s looking to outdo each other; we’re all looking at how we can help each other. That’s something really special about this part of the world.”
Crosby’s Molasses: More Than Just a Household Name
Crosby’s story is one of tradition, innovation, and a strong connection to the community. As they continue to grow and adapt to the changing market, their commitment to supporting local businesses in New Brunswick remains a cornerstone of their mission. From fostering meaningful partnerships to actively participating in community initiatives, Crosby’s is dedicated to impacting the local economy and ensuring that New Brunswick’s food industry thrives.
“Supporting local isn’t just a business strategy for us—it’s part of who we are,” King reflects. “We’re proud to be a part of this community and to help build a brighter future for everyone involved.”
As Crosby’s looks to the future, its focus remains on blending its rich heritage with modern innovation while staying true to its roots in New Brunswick. Whether through its products, partnerships, or community efforts, Crosby’s continues to be a trusted name and a vital force in the local economy.
For more information about Crosby’s and their products, visit their website here.