Do Dragons like iron fish?

We will find out this Thursday at 8 p.m. (EST), as Dr. Gavin Armstrong, CEO of Lucky Iron Fish Enterprise (LIFE) will pitch the Lucky Iron Fish in the season premiere episode of Dragons’ Den.

“Appearing on the season’s premiere is an honour,” says Dr. Armstrong, “I am thrilled that a social enterprise will be featured on episode one and I hope this sets the tone for the remainder of the season.”

The simple, yet effective, iron fish cooking tool will kick off the 13th season of the investment-seeking television series.

LIFE is a Toronto-based social enterprise dedicated to reducing iron deficiency through simple innovations. It was founded by Dr. Armstrong in 2012, as he commercialized the Lucky Iron Fish while completing his PhD at the University of Guelph.

Armstrong established a business model that gives back to those in need by donating a Lucky Iron Fish with each purchase. Now in its sixth year, the certified B Corporation company has expanded to offices in Guelph and Toronto with 8 full-time employees, and has distributed over 190,000 units worldwide.

“There is nothing quite like pitching to the Dragons. These are incredibly successful Canadian entrepreneurs who I hold in such high esteem,” says Dr. Armstrong, “I’ve dreamed about pitching on Dragons’ Den since season one, and I am humbled that, 13 seasons later, that dream is now a reality.”

LIFE is also completing a capital raise for investing in new hires, entering new markets and expanding their distribution of Lucky Iron Fish through global partners.

"I am incredibly proud of Gavin and all he has achieved,” says Julia Christensen Hughes, Dean of the College of Business and Economics at the University of Guelph, “As a University of Guelph commerce student, Gavin stood out for his innovative marketing ideas, social conscience and passion to change the world through business.  I always knew he would succeed. As a graduate student, Gavin field-tested a scientific innovation, founded a social-purpose organization, and is now tackling iron deficiency, on a global scale. Gavin is living his dream and inspiring the next generation of Guelph business graduates."

Tune in to see if a deal was made, or if the Dragons said, “Go fish.”

Follow Dragons’ Den and Lucky Iron Fish Enterprise to find out more about the episode: