The Timtations’ Story: Where Ice Cream Meets Purpose
Most brands begin with an idea. The Timtations’ story started with a diagnosis—and the decision to turn it into something positive.
In August 2014, I was diagnosed with Progressive Supranuclear Palsy (PSP), a rare, life-limiting neurodegenerative disease in the family of atypical Parkinsonisms.
PSP changes everything: mobility, speech, independence, and daily life. It also sharpens perspective, brings clarity, and demands purpose.
Since then, I have lost fourteen friends in this rare disease community—people who became extended family through shared experience and courage. Month after month, another family says goodbye. In a community this small, every loss is deeply felt. Every voice matters, and every voice that falls silent reminds us why awareness cannot wait.
Timtations is my answer to that urgency.
But I didn't want to build a brand defined by illness. I wanted to build one defined by joy.
Ice cream has always brought people together—around kitchen tables, family celebrations, summer evenings, and quiet moments of comfort. I began to wonder: what if those moments could also create awareness and hope? Timtations is a Canadian artisanal ice cream brand built on the belief that great food can do more than satisfy—it can spark conversation, inspire connection, and create meaningful change.
It is ice cream, yes—but it is also advocacy, visibility, and momentum. Timtations is a business built with intention: to raise awareness, build understanding, and support the research families urgently need.
A Brand with a Mission at Its Core
Unlike many purpose-driven food brands, Timtations wasn't created to support a cause after the fact—it exists because of one. Every decision, from our flavours to our partnerships, begins with the mission.
The ice cream is the product. The mission is the engine. The purpose is the reason.
Timtations exists to create joy while raising awareness for atypical Parkinsonism. It is built to grow commercially and socially, reaching people who might otherwise never encounter these diseases and inviting them into a story that matters.
Why Ice Cream? Because Connection Drives Awareness
Building an Ontario artisanal ice cream business gave me an opportunity to start conversations that might never happen otherwise.
Awareness is the first step toward changing outcomes. Awareness leads to understanding; understanding leads to support; support fuels research; and research is the path toward treatment and, one day, a cure.
Timtations is built to accelerate that chain reaction.
Purpose That Grows with Every Scoop
Today’s consumers are drawn to brands made with meaning. They value authenticity, alignment, and the chance for their purchases to contribute to something larger.
Timtations stands at the intersection of founder-driven storytelling, a rare-disease advocacy mission, community-anchored brand identity and a philanthropic model tied directly to growth.
This is not a brand that “supports a cause.” This is a brand built because of a cause.
Every tub sold expands awareness. Every retailer partnership amplifies the mission. Every customer becomes part of a movement determined to make PSP and Atypical Parkinsonism visible.
For me, purpose has never been a marketing strategy. It has always been the reason Timtations exists. If people choose our ice cream because they love the flavours, that's wonderful. If they also discover a cause worth supporting, then every scoop has done exactly what it was meant to do.
The Human Reality Behind the Brand
People often ask what keeps me pushing forward. The answer is simple: the people I have lost, and the people still fighting.
I have watched families face the hardest chapters of their lives with limited support and little visibility. I have watched caregivers carry enormous weight.
I have watched friends lose mobility, speech, independence, and their lives—while the world remains unaware of the diseases taking them. I refuse to let their stories fade.
Timtations is my way of ensuring they do not.
It is a reminder that even with a life-limiting diagnosis, purpose can grow, impact can expand, and joy can still exist.
Where The Timtations’ Story Is Going
What began as my response to a life-changing diagnosis is growing into a Canadian ice cream brand with a mission to create awareness, inspire connection, and fund hope.
As the brand expands, so does the impact:
More awareness
More conversations
More support
More funding
More visibility for PSP
More hope for families who need it
This is the future Timtations is building — one tub at a time.
Why the Hummingbird?
To me, it represents resilience, hope, and the remarkable ability to find sweetness even in life's most difficult seasons.
Despite their small size, hummingbirds accomplish extraordinary things—much like the rare disease community that continues to advocate, educate, and persevere every day.
It serves as a quiet reminder that even small moments—and small actions—can create lasting impact.
Ice Cream & Advocacy
Timtations is not just a brand. It is a commitment, made with meaning.
A commitment to honour the friends I have lost. To support the families still fighting. To raise awareness until PSP and atypical Parkinsonisms are no longer rare, misunderstood, or overlooked. To turn my lived experience into something that helps others.
Ice cream may seem like an unlikely vehicle for change, but sometimes the most unexpected ideas become the most powerful.
Timtations is proof of that, and we are only getting started.
Whether you're discovering Timtations for the first time, sharing a tub with family, stocking our pints in your store, or simply learning about PSP and Atypical Parkinsonism, you're becoming part of something much bigger than dessert.
Thank you for helping us turn everyday moments into opportunities for awareness, connection, and hope.
Explore our collection, learn about our community impact, or subscribe to follow the journey as Timtations grows.
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