“I think a lot of people have potentially forgotten where dairy fits into their lives. Investigating some of those questions is where I’d start.” - Candace Borland

It’s hard to believe that the dairy industry’s influential global marketing power players aren’t begging Candace Borland to help it sell itself.

Afterall, the baseline of this Canadian’s skills were learned in the registered dairy industry and applied to corporate Canada – directly from her family’s famous and aggressively marketed Rapid Bay Jerseys at Ormstown, Quebec. Today, Rapid Bay – owned by Candace’s father, Stephen.

Rapid Bay also includes Akauski, a fullblood Japanese Wagyu business. They are again breeding world champion livestock – recently setting a record after winning the Wagyu of the World competition three times with three different animals.

*Akauski, a fullblood Japanese Wagyu business now shares barn and paddock space with Rapid Bay Jerseys. Photo: Sheila Sundborg.*

Candace is an out-of-the-box performer – with a disarming grace that masks an extreme work ethic, deep determination, instinctive cowmanship – and an elastic set of skills that helped her develop her career at a breakneck speed.

*Candace can walk in many different shoes and look like she belongs equally in them all. Photo: Erin Leydon.*

She is today the partner and Chief Executive Officer of Anomaly Toronto, a deliberately undefined full-service marketing and communications business with a roster of world-class clients that today include brands Anheuser-Busch Inbev, lululemon, Pepsi Co, Ferrero Rocher global, and Capital One.

Named as one of Canada’s top 40 professionals, aged under 40, Candace still describes herself as a “farmer”, despite being based in Toronto with her husband, John, (also a former top 40, under 40 specifically in the legal profession) and their two children, Archie, 4, and Josephine, nine months.

Candace is equally capable of managing and leading a cow to Supreme Champion at the biggest shows in the northern hemisphere, as she is heading up a marketing campaign for the most powerful brands on the planet.

Candace led the 2009 RAWF Supreme Champion, Vandenberg Amedeo Gorgeous. Photo: Bruce Jobson.

It’s an intoxicating mix, and an important memo the dairy industry shouldn’t have missed.

For the love of…cows

Candace proved early on that she was going to dance to her own turn. She ditched pre-med study – to the initial disappointment of her family – to pursue marketing off the back of her early exposure to Rapid Bay’s self-marketed in-house Jersey sires.

“Through college I ran the roads in Ontario and Quebec for Rapid Bay,” Candace said. “I'd rock up to farms in my little silver mini-Cooper, walk through the herd, and tell them all about the Rapid Bay sire lineup, and then take the tank out of the back, transfer the semen over right then. We did quite well that way. That’s how I put myself through college.”

Her road trips included traveling alone through farms and shows in South America, and later living in England for a time, establishing Rapid Bay UK with the Strachan family, in Suffolk.

The role also included graphic design. There were no rules more than two decades ago. Just results. So, by the time she chose advertising as her professional path, she had real-life experience and the resilience learned from cold calling miles from home as a young woman in a male-dominated industry.

She acknowledges that her family’s trail-blazing ways at Rapid Bay impacted her deeply.

“Dad’s a big thinker. Lots of people in the 90s met the Brazilian Jersey breeders, but Dad turned it into a massive international export company, I remember he was just always running. He was so, so aggressive in his marketing and he was unapologetic about that.

*Rapid Bay has had no shortage of impressive matriarchs over the years. Photo: Shiela Sundborg.*

“The entrepreneurial spirit has always been in our home and, in our family. I didn't know any different from doing that for a living and developing business ideas.

“Finding solutions to problems is the definition of farming, because there is a problem every day. So those skills became my superpowers across industry, I guess, and that has come in handy.” - Candace Borland.

She finished her four-year marketing degree in three. Before life got in the way of any considerations regarding completing a Masters, she went straight for the job market.

Her first PowerPoint presentation for a job interview outside of agriculture centred on her ability with cattle, as the 24-year-old explained to her first prospective employers that she brought “different” and “interesting” to the table.

The woman who interviewed and ultimately hired her was (at that time) Managing Director of Downtown Partners (DDB) in Toronto, Ann Laubenbach. To this day Ann uses the story about “hiring Candace Borland into the advertising space” when she took a shot on an unknown cowgirl all those years ago. She believes it proved her philosophy to “hire the attitude, teach the skill”. Candace’s first client, Budweiser, would subsequently ask her to follow them between agencies.

A turning point

In 2012, Candace was approached to join Anomaly. Anomaly has offices in New York, London, Toronto, Shanghai, Los Angeles and Berlin.

Anomaly has been named to Fast Company’s most innovative companies, it’s had one of Time Magazine’s innovations of the year, and it has been named US advertising agency of the year twice in the last decade. Its name reflects its philosophy:

Anomaly philosophy: The deviation or departure from the normal or common order, form or rule.

The door could have swung the other way on this one. At the time Candace and John were preparing to complete some charity work in Cape Town, South Africa. But, as she got up to leave the meeting Anomaly had asked for with her, one of the company owners stepped up and met her at the door. He said, “You’re an entrepreneur, opportunities to start something like this don’t come up every day. Give us a chance.”

Candace added, “Working in their favour, was that the first gig was running the BMW Mini Business, which was top of my brand bucket list.”

She did give them that chance, and in the last 13 years she has significantly influenced the agency's team, culture, and client portfolio. Over the years Anomaly has managed major clients like AB InBev, BMW MINI, Nike, Kraft, BRP, Hershey, Capital One, Chevrolet, Starbucks, Visa, Amazon, and Diageo.

“In plain speak it’s, ‘bring us the problem and a picture of what you think you need to accomplish, and we'll solve it’. And, that answer can take any form,” Candace said.

Her love of human behaviour fuels her ongoing love of marketing.

“It's the psychology of a consumer and human behaviour and how that manifests itself. The exploration of true human insight,” Candace said. “And then, what is the truth about this brand, and how are we going to package that and communicate it in a compelling way.

“Then, it’s about bringing that creative strategy to life. I really love that part.”

Marketing dairy

How would Candace approach marketing the dairy industry if she was asked?

*Candace on the halter of Rapid Bay Indiana Grace, a daughter of Gorgeous (and arguably her favourite), winning her class at the RAWF in 2014. Photo: The Bullvine.*

“I would evaluate them the same way I evaluate any client. Some of the questions we ask are, ‘Do they have a real problem to solve? Do we believe we can help, and are they willing to really do something different?’ - Candace Borland.

“At Anomaly we spend a lot of our time defining the real problem. We like to say that if we had 100 minutes to get to an answer, we’d spend the first 99 defining the right question.

“One of the reasons I've been with Anomaly this long is that it never gets boring. We get to work on global businesses from Canada, which is pretty unique, and we're a change agent, that's our mission.

“That doesn't fit for every client because if you want an easy answer – or, if you just want to do something that's two degrees off the same thing you’ve always done – that likely won’t get the results you want. But if you truly want to drive results, and you are open to a disruptive answer, we’ll be a great fit. I will say that what I get to do is a lot of fun.”

It also involves changing mindsets.

“I think there are a few big jobs to be done pertaining to dairy including; identifying barriers, potential misconceptions, and creating a clear and compelling value equation.

“We live in a world of misinformation at the moment, that manifests in a number of ways for our industry – including everything along the spectrum from nutritional information to animal welfare.

“I think a lot of people may not truly understand what they’re getting for their money in Canada, and have potentially forgotten where we fit into their lives, Investigating some of those questions is where I’d start.”

Marriage and connection

Marriage didn’t factor into Candace’s early plans. That was before John Uhren rocked up to touch football, and a “celestial wink” came into play from Candace’s late grandfather, Archie.

Archie was the first Borland clan member born in Canada. The family had emigrated from Scotland to Verdun Quebec (Montreal) just before he was born. Archie’s wife Shirley (McEwen – also a Canadian Scot) was raised on Honeyholm Jersey farm in Ormstown.

Archie played professional football for the Montreal Alouettes, and he often tossed a football around with Candace when she was very young, establishing her love of the sport. There was talk of Archie being traded to the Saskatchewan Rough Riders, but he remained in Ormstown, becoming the general manager of the local Great Giant cannery that employed 800-900 staff.

John came from Saskatchewan and was a Riders fan, and Candace believes those coincidences might come down to her beloved grandfather, Archie, giving things a little nudge from above.

“I did not accept any invitations to go out until eventually it was to a country music concert,” Candace said. “It turned out John didn't even have the tickets to this concert when he asked me. But he quickly got them, and we drove hours out of Toronto to go to it. He was from Saskatchewan, and we had a lot in common.

“I just wasn't interested in anything that wasn't going to be additive. And, I don't know how to explain this, but I actually think that it takes a really masculine man to deal with someone like me. He's driven and ambitious, completely assured in who he is, and not intimidated in any way by a confident and capable woman. He’s my biggest fan and lets me be anything and everything I want to be.

He's just so progressive in his thinking, but also still so old-fashioned with such great values.

“Also, he is the best person I've ever met. So, I married him,” Candace smiled.

*Candace’s life may be now centred in Toronto, but the cows are never far from her mind.*

They have been together 15 years – married for 10 of them. John now works in investment banking.

*The links to the family’s Scottish roots on both sides of Candace’s pedigree are firmly imbedded. Photo: Wonderfulandstrange.*

The difference between life and death in a heartbeat

This hasn’t been a love story that trucks along without incident.

On February 26, 2022, Candace and John’s day started like any other. John, then 39, who had recently run a marathon had said to Candace the night before that he was going to go to the gym first thing the next morning.

It was a cold Saturday in February, but none-the-less he headed off. The next phone call Candace received was from the police.

John had suffered a cardiac arrest at the gym.

“So, a heart attack is your heart's having a hard time, and that’s obviously very serious,” Candace explains. “A cardiac arrest is sudden death. It means your heart has stopped, and you're not breathing. And if you don't have a defibrillator, your chances of survival fall by 10% every minute.”

For almost two days, Candace had no idea if John would wake up … and, if he did what the potential lasting health challenges might be. Covid was in the mix, so being able to be at John’s side was doubly challenging.

Friends within Candace’s church rallied and pulled out all stops to support her. As did Stephen Borland, who raced to be by his daughter’s side.

“They told me when I arrived at the hospital that we all have a General Consciousness Score (GCS). A normal GSC is around 15, and John’s at that time was four, which they said, was about the same as a table [the ER doctor had gestured to a table in the corner of the room to make his point].” Candace said.

“They had to use the defibrillator at the gym twice to restart his heart, and while it had successfully restarted it, he had to immediately be put on a ventilator (life support) when he arrived at the hospital because he had no brain activity, and his brain wasn’t signalling his body to breathe.” - Candace Borland.

If he did regain consciousness, they told Candace they were concerned he had gone too long without oxygen to his brain.”

Visitors were not allowed in the ICU because of COVID regulations, so Candace asked for a religious exemption to allow her pastors in to pray.

“I think they thought I was going to be a widow, and I think they let them come in to manage me,” Candace said. She said she prayed harder for John’s life to be spared than she had ever prayed before.

“I remember I couldn't sleep (of course), and I can't describe that feeling, but I felt like I stared the devil in the eye. But I also really felt that I knew God loved Archie even more than I did, and he just couldn't do that to him. I wouldn't allow it. I also knew that Archie wasn't going to turn into the man he is meant to be without John.

“And that night I felt loud and clear enough that I texted 20 people – who were praying for us in a chat group – that God had told me I was going to have a daughter, and her name was going to be Josephine. I looked up the meaning of that name immediately and the significance made me fall to my knees.*”

* The name Josephine from the story of Joseph in the book of Genesis, specifically meaning everything the enemy intended for evil, God has used for good.

A miracle…

The next day, as Candace walked through the hospital doors, her phone rang.

John was conscious, no longer on the ventilator, and he was asking for Candace. It had been a day and a half. They found one artery was 90% blocked. A stent was put in, and John became the first person to ever walk out of St. Joseph’s ICU unit without a transfer having to endure additional care or recovery.

“All the Doctor’s told me that I didn’t understand – this was a total miracle. I said, ‘Oh I know!’” - Candace Borland.

The couple walked home together, picking up a pizza on the way - counting their blessings.

“I was always really good at not leaving anything on the table. But that gave me a perspective that I can't unsee,” Candace says.

The couple have continued to travel, and they recently toured New Zealand in a campervan with Archie and their daughter, Josephine. On February 26 – three years to the day since John’s cardiac arrest – they celebrated the milestone of life.

“On that morning, we woke up, showered at a campsite, and walked over to the most beautiful little Church on the shores of Lake Tekapo in the South Island,” Candace said.

“So, three years from the day I prayed for John’s life – we christened Josephine – and promised to lead her in a life of faith.”

*New Zealand’s Tekapo is where Candace and John christened Josephine this year. Photo: Any Saunders.*

Candace says visiting New Zealand had always been on their bucket list.

“John and I had a debate on our first date about which is the prettiest country in the world.

“We’ve seen a lot of countries since then, and our home away from home is undoubtedly Scotland. But that day when we talked about the prettiest countries, John said Iceland, and I said New Zealand. We went to Iceland in 2014. And we finally made it to New Zealand. It was always so far that it was going to take a little while to settle the score.

“We haven't talked about which country wins, but I think (for me), it’s New Zealand. We also just really wanted to have the time with our kids before Archie starts school.”

Sharing the solution

Candace said they hadn’t had the words to speak publicly about John’s cardiac arrest until recently, but the day had been dark for long enough.

Every year 60,000 Canadians suffer a cardiac arrest outside hospital.

Their chances of surviving drop 10% every minute. Unless there is the immediate intervention of an AED (Automated External Defibrillator – a portable, user-friendly device that analyses a person's heart rhythm and delivers an electric shock if necessary to restart the heart during a cardiac arrest), together with CPR (Cardiopulmonary resuscitation).

Most survivors will have some form of negative and permanent health implications. The couple have donated an AED to Toronto Paramedic Services. They are considering making an annual AED donation.

“When you receive this kind of miracle, you feel compelled to do something with it,” - Candace Borland.

“Most people are not first aid trained, and do not know the location of their closest AED – so friends and family please ask your employer if there is an AED on-site, and if not ask them to get one.

“If it is within your means, I encourage you to buy an AED for your home today and tell your neighbours you have it.

“To our rural and farming friends where ambulatory care is not immediate – please, please get one. I pray that it’s money that is completely ‘wasted’.”

Fighting for family…

Candace also had to unexpectedly dig deep for their young family. She suffered with the same condition as The Princess of Wales, Kate Middleton, through the entirety of both pregnancies. Hyperemesis Gravidarum (HG) is characterised by severe nausea, vomiting, weight loss, and dehydration.

It was brutal, and she describes it as feeling violently seasick for nine months. Already slight, she dropped significant weight, had a series of associated health issues, had to take “a cupboard of prescriptions to try to take the edge off”, and have IV fluids two to three times a week throughout both pregnancies to sustain her hydration levels.

It was a journey in fortitude that she says was worth it for the final result.

*A bucket-list moment summed up in one image in New Zealand early in 2025. Photo: Any Saunders..*

All things considered she feels incredibly fortunate to have no major lasting health issues, and two healthy children on the other side.

“HG is a little-known disease with no cure that effects between 1-3% of women. It’s reported that 34% of HG pregnancies result in fetal loss, and up to 15% of desired HG pregancies result in termination, with no hope of improvement for the mother. That’s crushing.

“I feel incredibly fortunate to live in a city with solid healthcare, I have an amazing GP, and the ability to self-advocate. Without that, we wouldn’t have made it. That’s not the case for many, and so HG needs more awareness, research, and funding. Now.”

Will she return to farming?

Candace’s pedigree is packed with pioneering and entrepreneurial family members, so failing to excel has never been an option.

She remains in love with farming and the special cows that make the daily grind worth it.

Don’t rule out seeing her return to the farming one day, but right now she still has Steve’s early advice ringing in her ears.

She smiles.