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| All images courtesy of Denise Woodard & Partake Foods |
Denise Woodard's journey took her from the corporate boardroom to a consumer goods startup with a focus on foods for those who have food allergies and sensitivities. Denise explains that food allergies were never at the top of her mind, but when her daughter, Vivienne, began eating solid foods it suddenly became clear she had several allergies. Their lives changed almost immediately.
Like most parents, she set out to find the healthy, allergy-friendly snacks that her family would need to fuel their active lifestyle. Yet, the reality was that she came away from the stores and searching experiences more frustrated and mystified when it came to her options. Nothing on the shelves met her daughter's dietary needs or Denise's healthy standards. She questioned if they were the only health-conscious family living with food allergies and looking for fun, easy food options?
The obvious answer to that question is they were not. Yet, in her research, she quickly learned what so many parents out there already know. Food allergies are a serious and growing concern for today’s families. Eight allergens (wheat, tree nuts, peanuts, milk, eggs, soy, fish, and shellfish) are implicated in 90% of food allergies, which currently affect 1 in 13 kids and are expected to impact up to 1 in 10 kids by 2020.
While no one knows why food allergies are on the rise, the need for allergy-friendly food options is growing and a need. Due to this, her experiences and inspired by her daughter, Denise set out to create her own. Making allergy-friendly, real and healthy snacks from scratch for her daughter was hard work, but she refused to give up or give in — and because of that Partake Foods was born.
Like most parents, she set out to find the healthy, allergy-friendly snacks that her family would need to fuel their active lifestyle. Yet, the reality was that she came away from the stores and searching experiences more frustrated and mystified when it came to her options. Nothing on the shelves met her daughter's dietary needs or Denise's healthy standards. She questioned if they were the only health-conscious family living with food allergies and looking for fun, easy food options?
The obvious answer to that question is they were not. Yet, in her research, she quickly learned what so many parents out there already know. Food allergies are a serious and growing concern for today’s families. Eight allergens (wheat, tree nuts, peanuts, milk, eggs, soy, fish, and shellfish) are implicated in 90% of food allergies, which currently affect 1 in 13 kids and are expected to impact up to 1 in 10 kids by 2020.
While no one knows why food allergies are on the rise, the need for allergy-friendly food options is growing and a need. Due to this, her experiences and inspired by her daughter, Denise set out to create her own. Making allergy-friendly, real and healthy snacks from scratch for her daughter was hard work, but she refused to give up or give in — and because of that Partake Foods was born.
The Halfstack team had the opportunity to connect with Denise and talk with her about her journey. Keep reading for the full interview.
1. Can you please tell us a bit about yourself, your background and what led you to pursue launching partake?
My background is in Consumer Packaged Goods – I most recently was a Director of National Sales for Coca-Cola’s Venturing & Emerging Brands division, where I had a chance to work with so many amazing entrepreneurial beverage brands. My daughter is 2 and has several food allergies – bananas, corn, tree nuts, and eggs – and when I couldn’t find allergy-friendly meal and snack options that met her dietary restrictions and my nutritional standards, I started Partake.
2. Can you tell us more about Partake, the ethos behind the brand and the customer you cater to?
My goal is for Partake to provide Top 12 Allergen Free meal and snack solutions that are delicious and made with simple, whole food ingredients. The name stems from me worrying that my daughter wouldn’t be able to “partake” in fun, social events because of her allergies, and so our brand is an invitation for everyone to partake – food allergies or not. Our target consumer is the family looking for allergy-friendly meals and snacks, but in sampling the products, we’re finding they appeal to adults on specific diets – whether gluten-free or vegan – but also those with no dietary restrictions, but who are just looking for a better for you cookie.
3. How is your company looking to create more convenience when it comes to food and those with food allergies?
Our first products are cookies that are great for those on the go, and we have another product up our sleeve for Spring 2018 release that will also be great for on the go. I think a large part of the convenience factor is also availability on the go – I remember several instances where I was in the airport and couldn’t find anything for my daughter to eat, so our goal is to penetrate locations like airports, museums, and other outside
4. What are your goals for your brand in the next 2-5 years? How do you hope to be making an impact or what kind of growth are you looking forward to?
In the next 2-5 years, our goal is to have expanded to national distribution – not just in the natural/specialty channel, but also in mainstream retail. We also have several products in our innovation pipeline and hope to bring additional allergy-friendly meal and snack options to market.
1. Can you please tell us a bit about yourself, your background and what led you to pursue launching partake?
My background is in Consumer Packaged Goods – I most recently was a Director of National Sales for Coca-Cola’s Venturing & Emerging Brands division, where I had a chance to work with so many amazing entrepreneurial beverage brands. My daughter is 2 and has several food allergies – bananas, corn, tree nuts, and eggs – and when I couldn’t find allergy-friendly meal and snack options that met her dietary restrictions and my nutritional standards, I started Partake.
2. Can you tell us more about Partake, the ethos behind the brand and the customer you cater to?
My goal is for Partake to provide Top 12 Allergen Free meal and snack solutions that are delicious and made with simple, whole food ingredients. The name stems from me worrying that my daughter wouldn’t be able to “partake” in fun, social events because of her allergies, and so our brand is an invitation for everyone to partake – food allergies or not. Our target consumer is the family looking for allergy-friendly meals and snacks, but in sampling the products, we’re finding they appeal to adults on specific diets – whether gluten-free or vegan – but also those with no dietary restrictions, but who are just looking for a better for you cookie.
3. How is your company looking to create more convenience when it comes to food and those with food allergies?
Our first products are cookies that are great for those on the go, and we have another product up our sleeve for Spring 2018 release that will also be great for on the go. I think a large part of the convenience factor is also availability on the go – I remember several instances where I was in the airport and couldn’t find anything for my daughter to eat, so our goal is to penetrate locations like airports, museums, and other outside
4. What are your goals for your brand in the next 2-5 years? How do you hope to be making an impact or what kind of growth are you looking forward to?
In the next 2-5 years, our goal is to have expanded to national distribution – not just in the natural/specialty channel, but also in mainstream retail. We also have several products in our innovation pipeline and hope to bring additional allergy-friendly meal and snack options to market.
5. Are there people, mentors or figures that have made an impact in your life and career? If so, how?
Personally, my parents have had a significant impact on my life and career – I think my dad may work 24 hours a day! And he really instilled the value of hustle and a strong work ethic in me. Professionally, I have the biggest girl crush on Sara Blakely, the founder of Spanx. Hearing how she grew Spanx from a product women didn’t even realize they had to have to a billion dollar company – without any outside investment – is so inspiring!
6. What are your thoughts on being a woman in the competitive world of startups? What are the struggles women face in entrepreneurship and how do you think we can change the narrative when it comes to funding opportunities for women?
I haven’t started to formally fundraise yet, but based on the stories I’ve heard, I’m sure I’m going to have my work cut out for me there. In general, I think there’s a sense of “oh, that’s a cute idea, honey” that women face when sharing their business, whether with potential vendors, investors, or customers that men do not face. I think we change that narrative by continuing work hard, raising money, and
7. As a startup – what has been the most difficult part of the process of launching a business?
The manufacturing piece was definitely the biggest challenge in launching Partake. Because we make an allergy-friendly product, it was non-negotiable that we reduce the risk of cross contamination as much as possible, so sourcing single-source suppliers (those who only manufacture one item), finding a contract manufacturer, and getting allergen testing protocols in place was a big challenge – but we are now really happy with our ingredient suppliers and manufacturing facility.
8. What has been your greatest success or proudest moment to date?
My daughter & I were grocery shopping in New York City, and she spotted Partake on the store shelf and yelled, “Mommy’s cookies” – Although she’s only 2, having her recognize that an idea that started in our kitchen had made it to store shelves was definitely my proudest moment thus far.
Personally, my parents have had a significant impact on my life and career – I think my dad may work 24 hours a day! And he really instilled the value of hustle and a strong work ethic in me. Professionally, I have the biggest girl crush on Sara Blakely, the founder of Spanx. Hearing how she grew Spanx from a product women didn’t even realize they had to have to a billion dollar company – without any outside investment – is so inspiring!
6. What are your thoughts on being a woman in the competitive world of startups? What are the struggles women face in entrepreneurship and how do you think we can change the narrative when it comes to funding opportunities for women?
I haven’t started to formally fundraise yet, but based on the stories I’ve heard, I’m sure I’m going to have my work cut out for me there. In general, I think there’s a sense of “oh, that’s a cute idea, honey” that women face when sharing their business, whether with potential vendors, investors, or customers that men do not face. I think we change that narrative by continuing work hard, raising money, and
7. As a startup – what has been the most difficult part of the process of launching a business?
The manufacturing piece was definitely the biggest challenge in launching Partake. Because we make an allergy-friendly product, it was non-negotiable that we reduce the risk of cross contamination as much as possible, so sourcing single-source suppliers (those who only manufacture one item), finding a contract manufacturer, and getting allergen testing protocols in place was a big challenge – but we are now really happy with our ingredient suppliers and manufacturing facility.
8. What has been your greatest success or proudest moment to date?
My daughter & I were grocery shopping in New York City, and she spotted Partake on the store shelf and yelled, “Mommy’s cookies” – Although she’s only 2, having her recognize that an idea that started in our kitchen had made it to store shelves was definitely my proudest moment thus far.
9. What kind of advice would you give to someone looking to launch his or her own business? Anything they should really think about before they take the leap?
The Founder of Honest Tea, Seth Goldman, recently shared with me the most important step is to just get started. There will be corrections that have to be made and improvements all along the way, but if you wait for the perfect time and until the product is absolutely perfect, you may never get started! I do think it’s important to start small – to validate there is a market and gain insights that will be valuable as you grow your business.
10. Finally, where can we learn more about your brand online?
You can check out our website https://www.partakefoods.com to learn where to find partake and read more about our story. Our products are currently available at stores in New York and New Jersey, as well as on Amazon and via the Partake Foods’ website.
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