info@toobeyinvestments.comOur Story
From Breakthrough Ideas to Market Leaders
Toobey Investments was founded by Sam Jaafar — entrepreneur, innovator, and proven growth architect. His journey began in 2017 with the launch of Sorrisa Group Inc., an innovation-driven company focused on disrupting stagnant food categories.
By 2019, Sam had created the iconic Stroopwafel Ice Cream Sandwich, which quickly became a category leader. Within just a few years, distribution expanded across North America, with the product available coast to coast in major retailers.
In 2023, a high-impact partnership with Entenmann’s brought his creations to millions of households — generating over 1 BILLION media impressions.
In 2024, Sam launched Cervello Marketing Inc., a brand built to revolutionize the bakery and snack industry.
Now, with Toobey Investments, Sam is bringing his expertise full circle — partnering with forward-thinking entrepreneurs to help scale, position, and elevate their businesses to new heights.
Meet Sam Jaafar
With a track record of launching, scaling, and selling successful consumer brands, Sam Jaafar brings real-world experience to the world of investment.
From his early days crafting frozen treats in his kitchen to leading multi-million dollar partnerships, Sam understands the grit and vision it takes to win. Now, he’s focused on empowering other founders—especially those in food and CPG—to realize their full potential.
