From Cupcake Queen To Ice Cream Icon: How Lori Joyce Is Scooping Up A Sweet New Legacy

Before the cupcake craze was even a thing, Lori Joyce was busy building the world’s first cupcake-only bakery and starring in the hit Gemini-award-winning reality series The Cupcake Girls—but her most ambitious chapter was still to come. Inspired by her son’s simple love for strawberry ice cream and a desire for “cleaner” ingredients, the Victoria-born entrepreneur has returned to her farm-fresh roots with the launch of Better Acres Ice Cream.

Just ahead of International Women’s Day, we sat down with Lori to discuss the reality-TV-to-retail pipeline, the grit required to build a brand from the ground up (again!), and why her newest venture is all about making the world a little “Better” one scoop at a time. —Noa Nichol

You began your entrepreneurial journey on Denman Street over 20 years ago; looking back at the “Cupcake Girls” era, what is the most valuable lesson that younger version of yourself would be surprised you are still using today?

What would surprise my younger self most is how much more I lean on intuition. It feels like back then, that was a necessary tool – intuition. There was no “Google” no “Chat.” And, 20 years later, that inner knowing is still my most reliable compass. I’ve learned you can’t outsource instinct.

International Women’s Day is a time to celebrate resilience; how has your perspective on being a female founder evolved as you’ve moved from the world of cupcakes to the competitive ice cream aisle?

During Cupcakes, I never quite felt like I belonged at the table. Today, in my ice cream world, I have earned that seat. Experience, age, and motherhood have shifted me from seeking validation to setting the standard. The ice cream aisle is competitive, but I know I belong there, and that changes everything.

Better Acres was born from a mother’s mission to find “cleaner, better” strawberry ice cream for her son—is he still your number one taste-tester and toughest critic?

Actually no. Turns out my Mom has a very discerning, and very accurate sensory and taste palate. Lex may be the inspiration behind our mission, but it’s my Mom who I go to first for honest, and reliable critique.

You’ve returned to your roots in your hometown of Victoria, BC; how does being “back on the farm” influence the pace and purpose of your work compared to the fast-paced reality TV years?

Being on the Farm has slowed the pace in the best possible way. Reality TV and early Cupcakes years were adrenaline and chaos. Now it’s intentional. My Dad has always said “good things take time.” The land, the smells, the seasonality of the farm – have grounded me, and I appreciate that I build differently when I am rooted.

Building a brand from the ground up for a second time is no small feat—what was the specific “lightbulb moment” that made you realize ice cream was the next great chapter of your legacy?

I was standing in the frozen aisle, reading the ingredient list on a tub I was about to buy for Lex. Nowhere did it say “Ice Cream.” It looked like ice cream, and tasted like ice cream, but it was labelled “Frozen Dessert.” As a Mom and food entrepreneur, I saw opportunity. I knew I could bring both craft and conscience to the category.

Your brand recently underwent a transition from “Betterwith” to “Better Acres”—what does that name change represent for the future of the company and your commitment to farm-to-table quality?

The name change is a return to origin. “Acres” honours the farm, my upbringing and the values my parents instilled in me – values I carry into the company today. We’re building a brand rooted in farms, ingredients, and transparency – not trends. This is a brand build to last. 

Many women find their greatest inspiration in motherhood; how did having children change your definition of what a “successful” business looks like?

Before kids, I defined success by scale, headlines, and expansion. Now it’s alignment – building a company with integrity that supports my family, protects my health, and leaves something meaningful behind. Profit still matters, but purpose matters too. 

As a seasoned entrepreneur who has reached global heights, what is your best advice for women who are just starting their first “Denman Street” project in today’s economic climate?

Start small, stay scrappy, and build real community. Don’t chase virality – chase trust. And remember: the economic climate will always be uncertain. What matters is clarity of purpose and the confidence and courage to keep showing up.

Ice cream is often associated with nostalgia; what is the specific memory or feeling you hope people experience when they take their first scoop of Better Acres?

Joy!

If you could share a sundae with any woman who has inspired your career journey, who would it be and what would you ask her?

I’d share a sundae with my Nonna. She was quietly resilient, deeply intuitive, illiterate, yet somehow built a generation from very little. I’d ask her how she stayed so steady when the world was anything but.

Win! Pints Upon Pints Upon Pints Of Better Acres Ice Cream!

Congrats Sierra W. of Victoria, BC, who will receive pints of Better Acres ice cream, one of each flavour – Sea Salted Cream, Vanilla Bean, Summer Strawberry, Caramel Cream, Milk Chocolate, Coffee Cream, Sea Salted Cream & Cookies, Pistachio, Mango, Sea Salted Maple. Value $100! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding. Full contest rules/regulations here.