01 — Since 2014
Huckleberry Way began in 2014 as Huckleberry Films Inc., building proof-of-expertise content for enterprise clients, among them Microsoft, Toyota and Maple Leaf Foods. When AI began deciding which businesses to recommend, the firm turned that craft, and its founder's training in information science, to the record machines read: the same facts a buyer reads, structured so that an assistant can verify them. It relaunched as Huckleberry Way in 2025.
2014
Proof-of-expertise content for enterprise clients: the craft of making expertise legible to people.
2025
The same craft, and the founder's training in information science, turned to the record machines read.
Today
The Authority Record™ and The Proof Engine™, run for Canadian businesses that buyers research before they call.
02 — The people you work with
A senior team in Waterloo, Ontario. Not the people who sell the work and hand it on; the people who do it.
Founder & Chief Strategist
Pairs an Honours BA in English Language and Literature with a Master of Library and Information Science from Western University, where the research was on citation clustering and search engines. A decade in enterprise software at SAP BusinessObjects and Agfa HealthCare, then a decade leading Huckleberry Films, and now strategy and every client engagement at Huckleberry Way.
Chief Information Scientist
Designs the methodology behind the Authority Record and advises on the Proof Engine. A three-time Highly Cited Researcher with more than 213,000 Google Scholar citations, among them the PRESS Guideline for the peer review of search strategies, Margaret has spent a career on how evidence is found, screened and verified: the problem an assistant solves each time it decides whom to recommend.
Head of Studio
An award-winning visual designer and creative director whose eLearning work earned a Gold Stevie Award, and who led Huckleberry's Toyota work, including new-hire training built for 4K interactive touchscreens. Kate leads design, development and production: the websites, profiles and proof clients see.
How an engagement runs
Von Darnell leads it. Margaret Sampson sets the method your record is built and checked to. Kate Colmer's studio builds what you see.
Every engagement follows four steps, Report, Plan, Build, Run, and is built in stages from what you already have. Nothing publishes without your approval, and nothing about a customer without theirs. How it is built, for you ›
03 — The discipline
The discipline underneath every Record is the one that keeps a great library's catalogue coherent across millions of entries. Both the founder and the Chief Information Scientist hold a Master of Library and Information Science; it is the training the work is built on, not a credential on the wall.
01
So that one business is one entity everywhere it appears, and every mention of you resolves to you.
02
So that what you do is named the way machines name it, and matched to the questions buyers ask.
03
So that every fact carries the source that verifies it, and a machine can check before it recommends.
Built for the method, not resold. Huckleberry Way builds its own tools rather than reselling a platform:
An engine that compiles a business into structured data for every page and profile
A story-capture system with three approval gates
A reporting engine that reads six data sources
A review-reply app built for a regulated financial institution
04 — On the record
Every fact on this page is in Huckleberry Way's own Authority Record, which anyone can browse and any AI agent can query. The facts below are compiled from it, so this page and the Record cannot disagree. Ask any assistant what credentials back our claims, then check its answer against the source.
Legal name
Huckleberry Films Inc., operating as Huckleberry Way
Founded
2014
Based in
486 Thorndale Drive, Waterloo, Ontario
05 — Questions
What happens next
Step 1 — See your score
Run a free check of how clearly AI can resolve, trust, and cite you, scored out of 100 across six signals. Your report lands in your inbox, usually within minutes.
Step 2 — Map the plan
We walk through your report, show you where AI hesitates, and map what closing your gaps involves and what it costs. Interpretation and planning, not a sales pitch.
