Bringing EPIC Market to Life

Jennifer Keith, co-founder of EPIC Market, took inspiration from her global travels and love for variety to create something entirely new for Edmonton. EPIC Market — a five-concept food hall combining elevated dining, innovative drinks, and a sense of community — represents a bold leap from her corporate career into entrepreneurship.

The idea behind EPIC Market

“The concept of EPIC Market isn’t new internationally, but it’s new to Edmonton,” says Keith. Her experiences visiting food halls and markets around the world left her captivated by their ability to bring people together over diverse culinary experiences. She envisioned a similar space for Edmonton, where locals wouldn’t have to compromise on food choices.

“I love variety,” she says. “When I go out to eat, I want a little bit of everything. It’s always been hard to pick a place with my friends and partner because everyone likes different things. I wanted to create a place where you don’t have to choose — Epic Market is about having options and ensuring everyone is happy. It’s the most inclusive experience.”

From corporate to entrepreneurship

Before diving into entrepreneurship, Keith built a career in HR, working for large companies for about ten years after graduating from the Alberta School of Business in 2011. In 2015, while working full-time, she returned to the U of A to pursue her MBA, where she met her co-founder, Luke, and explored startup opportunities.

Although she followed a traditional career path at first, Keith always felt a pull toward something greater. Her parents, first-generation Canadians who emigrated from Vietnam, encouraged her to take a stable route to success. “They came here with nothing — facing treacherous journeys as boat people and refugees, and overcame numerous challenges adjusting to a new country,” says Keith. “Their sacrifices inspired me to make the most of the opportunities they gave me.”

Still, Keith felt a calling to pursue something greater. “I realized I wanted to do more, to make a bigger impact,” she says. Her life vision — crafted nearly a decade ago — has remained a guiding principle: “To be a positive force of change in the world.”

Challenges of entrepreneurship

Keith candidly admits that building a business is no easy feat. “Nothing ever goes to plan, everything costs more and takes longer than you think it will,” she says. Coming from the corporate world, she was unaccustomed to the financial risks, high stakes and rapid pace of decision-making required in entrepreneurship.

“I’d never experienced setbacks or failure on this level. I had to learn that failure doesn’t reflect on your worth as a person, nor is it a badge you’ll wear that drives everyone away from you — it’s part of the journey.”

Keith emphasizes the importance of resilience and perseverance. “I’ve grown a lot as a person through this process. Building a startup is challenging, but it’s also exhilarating and rewarding. You just have to keep putting one foot in front of the other.”

Building community through EPIC Market 

Community lies at the heart of EPIC Market’s mission. Located on Edmonton’s Whyte Avenue, the market serves as a gathering place for locals and visitors alike. “We want to be a beacon for positive change, a place for anyone and everyone in the community to be a part of — we have this amazingly open and versatile space for events of all kinds,” Keith says. EPIC Market collaborates with nearby businesses, theaters and organizations to foster partnerships that benefit the entire area. “I’ve also recently joined the Old Strathcona Business Association Board of Directors to affect even more positive change and help influence the future of Whyte Ave.”

“We want to bring a new level of vibrancy to this corner and all of Whyte Avenue, and the best way to do that is to partner with other groups that share our vision of doing epic things together,” Keith explains. Partnerships with Alberta-based breweries and distillers, talented chefs, event and experience producers, local markets, and artists and musicians have helped bring this vision to life.

Advice for aspiring entrepreneurs 

For those considering entrepreneurship, Keith’s advice is simple yet powerful: “Go for it. Even if you’re unsure, the experience is worth it. The pain of regret is far worse than the hard work of trying.”

When she talks about her entrepreneurship journey, she highlights the qualities that have been essential: adaptability, resilience, action orientation and creativity. “I’ve learned to think outside the box and embrace the gray areas in problem-solving,” she says. “Resilience, especially, is something I’ve had to build over time — it’s okay to fail, as long as you keep moving forward.”

Keith sees the journey of creating EPIC Market as one of growth, learning and fulfillment. “It’s amazing to watch an idea turn into something real, something that creates value in the world,” she says. For her, EPIC Market is more than a business — it’s a testament to her vision of being a positive force of change.