Meet Candace Maiden | Co-Owner of Squash the Beef

We had the good fortune of connecting with Candace Maiden and we’ve shared our conversation below.

Hi Candace, we’d love to hear more about how you thought about starting your own business?
Our journey into entrepreneurship was truly unexpected but incredibly rewarding. It all began in 2017 when my partner and I decided to transition to a plant-based lifestyle. As we embraced this new way of living, we quickly realized the limited options for vegan comfort food in the market, especially when attending events. It became disheartening to attend gatherings and find a lack of plant-based offerings.

In response to this gap, we started bringing our own plant-based creations to events. The surprising part was that people not only enjoyed our food but were genuinely amazed to discover that it was entirely plant-based. This positive feedback sparked an idea – what if we could provide plant-based catering to fill the void we had experienced?

And so, Squash the Beef was born. We started small, initially as a catering company hosting popups across the city. The response was overwhelming, and it fueled our passion for offering delicious plant-based alternatives. Our journey continued as we transitioned to a food buggy, allowing us to reach even more people with our innovative plant-based cuisine.

The demand kept growing, and we eventually took the leap to open a fixed location. It’s been an incredible journey from simply wanting more plant-based options to establishing Squash the Beef as a go-to destination for delicious and satisfying vegan comfort food. We never set out to start a business, but our shared desire for plant-based options has transformed into a thriving venture that we’re incredibly proud of

What should our readers know about your business?
At Squash the Beef, we stand out as a unique and distinctive 100% plant-based company specializing in vegan comfort food. What sets us apart is not only the deliciousness of our offerings but the heart and soul that Chef Kurtis Williams puts into creating every recipe. Chef Kurtis and I are not only business partners, but life partners and black business owners.

Our brand is built on a mission to redefine comfort food, proving that a switch to a plant-based diet doesn’t mean forsaking the flavors and nostalgia associated with favorite dishes. We believe that food is not just about nourishment but also about providing comfort and evoking a sense of nostalgia. Our goal is to take cultural cuisine from our southern roots and American traditions and transform them into entirely plant-based creations.

At Squash the Beef, we specialize in a diverse menu that ranges from soul food classics to American comfort foods like burgers, loaded fries, chick’n philly sandwiches, and more – all plant-based and irresistibly tasty. Our food is not only satisfying; it’s an experience. We’re also known for our delicious lemonades, including unique flavors like kale lemonade and peach mango lemonade, available at various locations around Cleveland.

What makes us stand out is our inclusive approach – the majority of our customers are not vegan; they simply want good-tasting food that is not only good to them but good for them. Whether the motivation is health, environmental concerns, or ethics, we believe in providing alternative cuisine in the marketplace. Our food is cholesterol-free and free of animal fats, reducing the risk of triggering autoimmune diseases.

Our tagline, ‘Food so good make you say oooh wee!’ reflects the joy and emotional experience we aim to provide with every bite. Our business model goes beyond just serving food; it’s about delivering comfort to our patrons through exceptional customer service. We take pride in being a source of joy and satisfaction for everyone who dines with us or enjoys our catering. At Squash the Beef, we’re not just a plant-based eatery; we’re a culinary journey that brings people together through the love of great food.”

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
When friends come to visit Cleveland, we make sure to give them a taste of the city’s diverse offerings. Our day typically begins with a stroll down by the lakefront, taking in the serene beauty and enjoying the refreshing natural space. From there, we delve into the vibrant cultural scene with visits to some of our finest museums, such as the iconic Rock and Roll Hall of Fame and the engaging Great Lakes Science Museum.

After soaking up some culture, we head down to the flats, where the city comes alive with fantastic dining options and lively drink spots. If the mood strikes, we might catch a comedy show at the Improv, adding some laughs to the itinerary. To round off the day, we meander over to Wade Oval, taking in the lush surroundings and paying a visit to the Botanical Gardens.

And, of course, we make a stop at Squash the Beef, conveniently located at 1400 E. 105, Cleveland, just down the street from Wade Oval. There, amidst a warm and welcoming atmosphere, we indulge in a delicious vegan comfort meal crafted by Chef Kurtis Williams. It’s not just about the food; it’s an experience of collaboration and community with other local business owners in the area. Squash the Beef has become a hub for connecting, sharing, and savoring, making it an essential stop on our Cleveland itinerary.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
First and foremost, we give honor to God for guiding us through this incredible journey. Our faith has been a cornerstone, providing strength and resilience during the challenging moments. We also want to express heartfelt gratitude to our family – their unwavering support, valuable suggestions, financial contributions, and love have been instrumental in our success.

Our journey wouldn’t be what it is without the incredible collaborations with businesses that played a pivotal role in launching our career. A special thank you goes out to Sweet Fix Bakery, Ritual Juicery, UnBar, Birch Cafe, CLE Urban Winery, and others who opened their doors for our popups or sold our products. Your support has been invaluable, and we are deeply appreciative.

In addition, we extend our thanks to organizations like The Urban League and Therealblackfriday for providing opportunities and assistance along the way. We apologize if we’ve unintentionally omitted anyone, but the Cleveland community as a whole has been nothing short of amazing.

Last but certainly not least, a heartfelt shoutout goes to our wonderful customers. Your unwavering support has been the driving force behind Squash the Beef. Thank you for choosing us and being part of our journey. Together, with faith, family, collaborations, community, and our incredible customers, we look forward to continuing to grow and serve you delicious plant-based goodness!

Website: www.linktree.com/squashthebeef

Instagram: www.instagram.com/squashthebeefcle

Linkedin: www.linkedin.com/squashthebeef

Twitter: @squashthebeef19

Facebook: www.facebook.com/squashthebeefcatering

Yelp: https://www.yelp.com/biz/squash-the-beef-catering-cleveland

Image Credits
Professional Portrait Credit: Kamron Khan https://www.kamronkhanphotography.com