Treasure Island Foods and Julia Child

Due to my blogging dormancy, some of you may be wondering what we've been up to lately. Just wanted to let you know we're still baking our Cupola Cookies & Cupola Clouds and boy, have these last couple of weeks been busy! We were were silly to think that after the Summer Fancy Food Show, things would calm down.

One exciting development as a result of the Show was that a large local specialty food chain in the Chicago area called Treasure Island Foods placed orders for both our Cupola Cookies & Clouds. Treasure Island Foods is literally a treasure trove of specialty and international foods. The first store was opened in 1963, and since then has grown to 7 locations, in neighborhoods like Lakeview, Hyde Park and Lincoln Park.In fact, the culinary legend Julia Child once called Treasure Island Foods "The Most European Supermarket in America."

Treasure Island Foods- Elm Street Location

Last weekend, we set out for Chicago to do a marathon of product demos at 6 of the 7 stores. I think that product sampling is really key to making those first initial sales- especially since our products aren't like the typical chocolate chip cookie or cheese straw. They've got such a different texture and taste. To be honest, I've always been a fan of the "try before you buy" mentality- I think it just makes for happier, more satisfied customers.

Because our products are brand new to Treasure Island Foods, we received great product placement in each location, and for the most part, our demos were situated in a high traffic areas of the stores.

One really important thing we learned though- product demos on Saturdays and Sundays are best after 11 a.m.- before 11, most people are not really in a chatty mood, are quickly popping into the store for just milk or bread, or consider it be wayyyy too early to be eating cookies or cheese snacks.

Speaking of Julia Child, did you hear that in her earlier years, she secretly worked for the OSS (Office of Strategic Services, the predecessor to the CIA)? I had no idea she was a female James Bond! You can read about the role she had with the OSS here.

Gluten-Free Does Not Mean Taste Free

Today I thought I would talk about something that is becoming increasingly more prominent when it comes to diet, health and lifestyle: gluten-free foods.

Just a couple of years ago, "gluten-free" used to be something that you would only find on packages in select health and natural food stores. Now, it seems that just about everyone is familiar with the term "gluten-free" or perhaps knows someone that is on a gluten-free diet, whether by choice or because they have an allergy to wheat or its derivatives. And now you can find gluten-free baking mixes, crackers and other products in a variety of retail locations, from groceries and convenience stores to coffee shops.

Why are gluten-free products and the gluten-free diet such an interest to me? Because our Cupola Cookies & Cupola Clouds just so happen to be made with ingredients that are naturally gluten-free. When we created the recipes for our baked goods, my mom and I didn't intentionally set out to create gluten-free products. We knew that we wanted to make things that were wholesome and nutritious, but the idea that our baked goods could possibly be considered "gluten-free" is a welcomed surprise. At the moment, we don't have "gluten-free" on our packaging because we intend to get certified/ recognized by an organization which will help us ensure that our products contain the minimal amount of gluten (those that have gluten-free status may contain a very minute amount, measured in parts per million). This is particularly important for those who have Celiac Disease.

Celiac Disease is defined by the Celiac Sprue Association as a genetic disorder in which eating certain types of protein, called gluten, sets off an autoimmune response that causes damage to the small intestine. Gluten is found in wheat, barely, rye and to some extent oats. People who have an allergy to gluten can become very, very ill if they consume anything with wheat or its derivatives.

For the past couple of months, I've been doing an extensive amount of research on gluten-free diets, Celiac disease and the pretty robust community that has formed around those who abide by a gluten-free diet.

While the number of gluten-free products out there is growing, the options are still somewhat limited. We think it would be great to add our Cupola Cookies and Cupola Clouds to the variety of foods that our gluten-free friends can enjoy.

We'll be sure to keep you updated on our quest for gluten-free status over the next couple weeks!

A couple of related links to check out if you want to find out more information about Celiac Disease or gluten-free products:

Celiac Sprue Association
Glutenfree.com
Celiac.com

The 2008 Summer Fancy Food Show- Diary Style

One word to describe our experience at the Summer Fancy Food Show: SUBLIME. Before the show, we had hoped that we would be well received by attendees, but nothing quite like this.

Since I didn't have time to blog during the show like I planned, I thought it would be neat to do a snapshot of our show experience.

Friday June 27

10:00 a.m. Arrive at Javits Center in our van and start to unload our stuff by hand. I have never actually been inside the Javits Center and it is massive. The first floor where our booth is located is cavernous, much like an airplane hanger.

1:00 p.m. Successfully unloaded the contents of our van and have made our way to Brooklyn where we are staying at one of my best friend's apartment while we are in town. So much more affordable and comfortable than a teeny tiny hotel room in Manhattan.

3:00 p.m. I head back to the Javits Center to start setting up our booth while my mom, Theresa and my dad, who has accompanied us as a moral supporter and extra pair of hands, figure out how our signage will hang from our booth. Ah, logistics. I make a quick stop at Pinkberry for some delicious yogurt and raspberries.

5:00 p.m. After a couple more hours of setting up, I head to the West Village to meet up with some friends for dinner. Saturday is a big day- have got several meetings with distributors and retailers as part of NASFT's 1 to 1 Business Builders Program.

Saturday June 28

8:00 a.m. Back at The Javits. Ready for our meetings with potential distributors and retailers. This is a great opportunity to pitch our Cupola Cookies & Cupola Clouds to some of the specialty food industry's best.

11:00 a.m. Go back to our booth to help my parents finish setting up. Impressed with the ingenious, Macgyver-like method they have come up with to hang our signs.

4:45 p.m. Done for the day! Tomorrow is the official first day of the show, which will be attended by distributors, retailers, brokers, individuals in food service and members of the press.

Sunday July 29

10:00 a.m. The show has begun- hurrah!

1:00 p.m. I think they like us! I mean, they like our Cupola Cookies and Clouds. At the show, each person has a badge. If an attendee is interested in a particular company or product, they can ask to have their badge scanned by exhibitors. Our badge scanner has been working quite a bit today, which is a good sign.

I could go on, but to spare you from eye strain, Monday and Tuesday's events followed suit very similarly to Sunday's events.

The Today Show coverage we received encouraged even more attendees to visit our booth, since they were really curious about our Cupola Clouds!

Debuting At The Summer Fancy Food Show

Hello all! As we speak, I am writing from my friend's lovely apartment in Carroll Gardens, Brooklyn, where we have been staying as we exhibit at the 2008 Summer Fancy Food Show in New York.

We received some wonderful national media coverage from the WEEKEND TODAY SHOW while we've been here exhibiting!

We were lucky to have been selected as one of just a couple products to be highlighted in a show segment that aired this past Sunday, June 29th called "The Next Big Food Fad."



This is the last day of the show, and I don't think there will ever be enough time for me to blog about the whole experience, but I am going to try and provide some highlights- this was definitely one of the most interesting, fulfilling, exhausting and worthwhile experiences I have ever had. Although we have been working in the specialty food/ natural food market for the past year now and I have been doing lots of research and studying, this trade show has been an incredible resource for us- we have made numerous business contacts and have had the chance to showcase our product among some of the best in the world!

I tell you though, I have a new found respect for anyone working at trade shows in any capacity. Heck, even attending a show the size of the Fancy Food Show in NY is a challenge! The Javits Center is a massive space.

I am going to do a follow up post with more details about our show experience later this week, but suffice it to say that so far, we have been having a very exciting, productive and delicious time here in NY!

Whole Foods Goes Local

Under the big top at Whole Foods Pittsburgh's local farmers' market

Look at this- three blog posts in three weeks! This must be some sort of personal record. I'm getting better about blogging regularly, despite the fact that this month has been our busiest to date, I think.

Yesterday was the first day of the local farmers market that Whole Foods Pittsburgh sponsors throughout the summer and into the fall. And we are one of the vendors! We were thrilled when we received an invitation to participate in the market.

Market Details-

When: The 3rd Wed. of the month from now until October. The market runs from 4- 7 p.m.
Exact Dates: July 16th, Aug. 20th, Sept. 16th, Oct. 15th
Where: The parking lot in front of Whole Foods Pittsburgh
Vendors: Everything from fresh produce (fruits and veggies), fresh baked breads, pastries, Cupola Cookies & Clouds (shameless plug here) and even handmade crafts such as purses and pottery!

Why you should come: Because this is where you'll find some of the freshest, most delicious foods that Pittsburgh has to offer. And by buying local you're minimizing your carbon footprint and your purchases are that much more environmentally friendly. If you're not in the Pittsburgh area, just visit a farmers' market near you. I guarantee that it will put you in the mood for summer- almost as much as strawberry picking!

The Sweet Smell Of.......

Strawberries!

Yes folks, that's right. Strawberry season is in full swing here in Western PA. With only two weeks left until the 2008 Fancy Food Show, we have been incredibly busy. I don't think I've felt this swamped since finals week in college. And even that's less pressure, since you don't have a P&L statement hanging over your head.

We've been pulling crazy 18 hour days- this includes all the baking we've been doing to fill orders, plus making samples for the show, not to mention the business/ administrative activities (sales calls, returning e-mails, etc.). Something tells me these hours are pretty normal for most entrepreneurs and small business owners though. And I really think my body is adjusting to getting 4 or 5 hours of sleep (but drinking those cups of coffee doesn't hurt either!).

Despite the our busy schedule, we've managed to enjoy the warm weather and abundance of fresh produce in our area. Earlier this week, my mom and I went strawberry picking on our way back from the kitchen.

There is a charming family farm that we always pass on the way home. The farm grows a variety of fruits and veggies, and right now its strawberry patches are overflowing with thousands of tiny red hearts- the color of ripe, sweet strawberries.

Yesterday I made homemade shortcake from scratch. I took some of the strawberries we picked and coated them in just a little bit of balsamic vinegar and then threw them on the grill. The result was a delicious strawberry compote that was both sweet and tangy. We had some chocolate and vanilla ice cream to top off dessert.

Sometimes all you need to recharge a bit is some fresh air and something yummy in your tummy.

Hear an interesting NPR story on strawberries here.

June = Busiest Month This Year

These past couple of weeks have been a complete whirlwind! I can't believe it's almost been a month since I've posted anything- shame on me.

I have lots of updates- some good, some not so good, but these developments are definitely proof that the business is chugging along.

First the not so good (but I wouldn't necessarily call it bad) news:

We didn't place in the sofi Awards this year. If you remember, the sofi Awards is a competition sponsored by the National Association for Specialty Food Trade (NASFT) and honors some of the finest products in the specialty food industry. Ah well, can't win them all right?

To put a more positive spin on things, the NASFT received thousands of entries for the competition this year, so it's not like we were the only ones that didn't place. And although a sofi Award is definitely great exposure and a wonderful tool, it has made us that more determined to make the most as first-time exhibitors at the NASFT Summer Fancy Food Show at the end of the month. But if you're curious about the products that were selected, feel free to check out the finalist lists:

sofi Awards Finalists Part 1
sofi Awards Finalists Part 2

Second, the good news (note how the good news outweighs the not so good news!):

1) Whole Foods Pittsburgh- The store is officially carrying our products! Look for them in the cookie/cracker aisle. In fact, last week the store had a local tasting event. Our contacts at the store were kind enough to invite us to participate. I have to say that handing out samples at the store and talking to customers was one of the most rewarding experiences I've had since we've started the business. I know it may sound silly to some, but ever since my mom and I started our business last year, we have dreamed about seeing our product on the shelves at Whole Foods. This is a milestone for us. Now we're playing the waiting game to see how they sell at the store.

2) TABLE Magazine- A couple months ago, this Pittsburgh area publication dedicated to celebrating food culture and lifestyle interviewed my mom and I for a story about our business. The article is wonderfully written and has just been published in the Summer 2008 issue of the magazine.

3) Plans for the Summer Fancy Food Show are coming along- Maybe a bit slower than we had hoped because there's so much to do, but we did already print several of the large signs we will use in our booth. Now if I could just remember all the different rules and stipulations the Jacob J. Javits Center has about unloading freight and setting up our booths, not to mention fees......

4) Education on Exporting- I have been up since 3 o' clock this morning. But with good reason I tell you! My mom and I were invited by the PA Department of Agriculture to attend an introductory workshop on exporting. The event was located in Central PA, so we had to leave at 4 a.m. to get to the site on time at 8.

We both agreed that driving the couple hours was definitely worth it though. We may not have the capacity or resources to export our products right now, but the workshop provided us with an overview of the benefits and risks in selling products abroad. As I glanced at a handout provided in the workshop packet, it was funny how my eyes immediately gravitated towards the phrase "trade show in Paris." I promptly told my mom that I would be more than happy to shoulder the burden of making similar trips for our business if the time comes. I received a roll of the eyes in the return.