angishields, Author at Business RadioX ® Page

Leslie Inman and Roxanne Jones with Retirement Voices

December 10, 2020 by angishields

Retirement Tips Radio

Leslie Inman and Roxanne Jones with Retirement Voices

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Leslie Inman is a savvy marketing and sales professional who held senior management positions in the corporate, higher education and nonprofit sectors, with in-between gigs as a solopreneur.

She’s a serial retiree—having retired three times—and has a deep understanding of the joys and challenges of post-work life.

Roxanne Jones is an award-winning freelance writer specializing in health and medicine who also created the popular Boomer Haiku blog which she wrote for three years.

She’s currently downshifting into retirement—a process that gives her a keen grasp of the emotional impact of this transition.

Leslie and Roxanne are writing the book Retirement Voices: Women Reveal What Life After Work is Really Like and they blog about the social and emotional aspects of retirement at retirementvoices.com.

Connect with Leslie and Roxanne on LinkedIn and follow Retirement Voices on Facebook and Twitter.

Jennafer Ross with JR Global Events

December 10, 2020 by angishields

High Velocity Radio

Jennafer Ross with JR Global Events

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Jennafer Ross, CMP, CED is a recognized leader in the meeting and event industry, past president of the Philadelphia Chapter of Meeting Professionals International, and is a 2018 recipient of Smart Meetings, Smart Women in Meetings – Entrepreneur. Jennafer earned her Certified Meeting Professional (CMP) designation in 1996, her Certified Event Designer (CED) designation in 2020 and has earned recognition for having a “no fear for taking on projects, aggressive approach… and overall “I can do that attitude.”

Since founding JR Global Events as a women-owned, full service meeting and event management agency in 2002, Jennafer has built a highly-respected team of seasoned industry professionals who share her commitment to working closely with clients to deliver successful events that exceed every expectation.

Follow JR Global Events on LinkedIn, Facebook and Twitter.

Tracey West with Tracey West Irresistible Pound Cakes

December 10, 2020 by angishields

GWBC Radio

Tracey West with Tracey West Irresistible Pound Cakes

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Tracey West is the owner of Tracey West Irresistible Pound Cakes, a southern style flavored pound cake company. A native of Orangeburg, South Carolina, Tracey moved to Atlanta to attend college. She received her master’s degree in Computer Science and her bachelor’s degree in Computer Information Systems from Clark Atlanta University. With over 25 years of business consulting experience and certification as a Project Management Professional, Tracey has worked with some of the top companies such as Accenture, KPMG, IBM, and AT&T. Her professional experience spans across project management, client relations, training, and business analysis.

In 2012, Tracey decided to pursue her passion for baking. She started Tracey West Irresistible Pound Cakes out of the love she has for her Aunt Ola and for creating desserts with a southern style flavor. When she baked her aunt’s cake, it brought back many happy childhood memories and the warmth of her Aunt Ola’s embrace. This cake was the centerpiece of every family affair and the glue that kept the family together. Her aunt’s tried-and-true recipe remains as the company’s signature product, which is made with patience, kindness, and love.

Tracey West Irresistible Pound Cakes has been featured in Essence Magazine, Professional Woman’s Magazine, Pride Magazine, Savoy Magazine, and Voyage ATL. The company has also been featured on CBS Atlanta Plugged In.

Tracey’s company is certified with the Georgia Minority Supplier Development Council (GMSDC), Greater Women’s Business Council (GWBC), Woman-Owned Small Business (WOSB), and as a Disadvantaged Business Enterprise (DBE). She is also a member of The ATL Airport Chamber and the Atlanta MBDA Business and Manufacturing Centers.

The corporate client list contains many large companies such as the Hartsfield-Jackson Atlanta International Airport, Delta Air Lines, Wells Fargo Co., Accenture, the Atlanta Hawks, The ATL Airport Chamber, the Federal Reserve Bank of Atlanta, the City of Douglasville, and the Ryan Cameron Foundation.

With the client list continuing to grow and includes high profile clients, Tracey remains engaged and determined to reach her goal of mass producing her aunt’s irresistible pound cakes and sharing them with the world.

Connect with Tracey on LinkedIn and follow Irresistible Pound Cakes on Facebook and Twitter.

TRANSCRIPT

Intro: [00:00:04] Broadcasting live from the Business Radiox Studios in Atlanta, Georgia, it’s time for GWBC Radio’s Open for Business. Now, here’s your host.

Lee Kantor: [00:00:18] Lee Kantor here, another episode of GWBC Open for Business. And this is going to be a good one. Today, we have with us Tracey West with Irresistible Pound Cakes. Welcome, Tracey.

Tracey West: [00:00:29] Hi. Nice to be here. Thanks for having me, Lee.

Lee Kantor: [00:00:31] Well, I’m excited to learn all about Irresistible Pound Cakes. The name sounds pretty obvious what you do, but tell us about how you got started and how this business came about.

Tracey West: [00:00:43] Okay. Absolutely. So, I started this business out of love and respect that I had for my Aunt Olga and her famous pound cake. It was the centerpiece of all of our family functions growing up. And I started the business about eight years or so after she passed. I received the recipe and took it. First time I tried it, it brought back so many happy memories of my aunt. And from that point on, I was determined to turn this into a business. Now, of course, it took a little while to get to that point, but that’s basically the start of the business and how I got started.

Lee Kantor: [00:01:16] But your background wasn’t in kind of baking, right? That wasn’t, like, what you went to school for or anything like that?

Tracey West: [00:01:23] No, not at all. I have a Master’s in Computer Science, so I started out as a pretty techie kind of person, programming and testing, and all of those things with computers. And this was just something that came out of a day that I wanted to try the pound cake. I wanted to surprise my mom. And I asked for the pound cake recipe. And it’s just something that started from that point on, because I’m actually not a baker by trade at any stretch of the imagination.

Lee Kantor: [00:01:54] So, you were just kind of going about your life in the computer world, right?

Tracey West: [00:02:00] That is correct.

Lee Kantor: [00:02:01] And then, a tragedy happens and you’re like, “You know what? I have fond memories of this pound cake, let me get a hold of this recipe and let me see if I can recreate it,” as just kind of an honor to her and to your mom. And so, what kind of said, “Hey, maybe I’m going to start this as a business”? Like, how did that kind of switch get flipped?

Tracey West: [00:02:28] Right. So, basically, once I started baking the recipe for family and friends and neighbors, the aha moment, I guess, came when I realized that it was a really good product. And packaging it for corporate gifts was an idea that I had as well. And so, basically, what we do here at Irresistible Pound Cakes, we provide flavored Southern style pound cakes to businesses, government organizations, and online customers. And we, currently, now have five flavors, and the flavors are butter, lemon, chocolate, red velvet, and butter rum. And we also have two sizes, which is an eight inch cake, which is our largest size, and we also do miniatures.

Tracey West: [00:03:14] And so, from the idea of being able to, you know, offer corporate gifts, we also allow our customers to add their logos and pictures to the packaging, which then allows them to use them for grab bag gifts, special events, and corporate gifts. So, basically taking that pound cake, which was a family tradition of having it all the time and, you know, center of our family functions all the time, taking that one item and turning it into a business, basically, I needed something to attach it to so that everyone could actually enjoy this pound cake as well. And that corporate gifting side is where that connection brought the two together.

Lee Kantor: [00:04:00] So, were you thinking about, Oh, I wish I could start a business around corporate gifting,” and then the pound cake came? Or did the pound cake come and go, “You know what? A good angle for this might be corporate gifting rather than restaurants or make a store,” or something like that?

Tracey West: [00:04:15] Well, the idea was that, I felt the pound cake was too good not to share. That was kind of the thing that was kind of ringing in my head because, again, our family enjoyed it, our friends enjoyed, and everyone near me enjoyed it. But I wanted to figure out a way that I could expand that. So, from the beginning, I always knew I wanted to mass produce the product. That’s why it’s not necessarily a bakery that I have. I basically had a product-based business in which, instead of multiple items, I do one item but multiple flavors and sizes, and eventually will branch into other products.

Tracey West: [00:04:54] But I wanted to start with one because I wanted to get this one product right, replicate it, mass produce it, and then add additional products. So, the idea is not necessarily just to have it centered only around corporate gifting. Some of the things that we actually got into starting this year due to COVID was creating another line of product, more shelf stable products. So, we are expanding, but we’re expanding the line based on the one product item.

Lee Kantor: [00:05:26] Now, at some point, this became kind of a side hustle and then turned into a business? Or are you still doing computer stuff? Or is this your main focus right now?

Tracey West: [00:05:36] So, prior to COVID, yes, it was still somewhat of a side hustle that was gaining momentum and turning more into a full time business. But since COVID, it has become that. I did have a part-time job that has ended. And so, now, it is more fulltime. And through that I was always pretty much working two jobs. So, it was never I pick it up every once in a while. But it was always something that was always constantly growing and growing. But, now, the focus due to COVID has changed that, so I’m no longer working. And I also started the second product line, so that is a shelf stable product that customers will be able to bake at home. So, that is the second phase of what we’re launching into now. It’s scheduled to be ready for next year.

Lee Kantor: [00:06:33] Now, when you look back at this journey, how does that make you feel that you aimed a good portion of your life at this computer world, getting involved in that, and doing everything kind of by the book as, you know, this is what you would want someone to do. “Hey, pursue computer, that’s an industry that’s growing. That’s a great secure job.” And then, now, this kind of pivot to Irresistible Pound Cakes, which is very entrepreneurial. You’ve created something from nothing. And then, not only that, you have this homage to your family, which must bring you a lot of joy, it must be very rewarding. Just that aspect of it. But you couldn’t have drawn this up like this?

Tracey West: [00:07:14] Absolutely not. And one of the things that I like to say that kind of answers that all in a nutshell is that, I believe we should use all of our gifts. Because baking turned out to be a gift for me that I did not had. So, yes, brains and starting out using my brain to be in computer science, and do the education, and all the stuff, and, you know, just kind of working my way up through the corporate ranks within I.T. Because, again, it was something that I could do and it was just like, “Okay. Sure. I can do this.” And I was interested there, so I pursued it.

Tracey West: [00:07:50] However, the pivot happened unbeknownst to me just one day asking for this recipe and baking it for the first time. It definitely triggered something in me and that’s where the transition started. And it’s just been an evolving type of thing that has been happening over the years. But I don’t want to say, you know, I should not have pursued the computer science or I should have always started with the baking. It’s just that I’m using all of the gifts that God has given me. So, I just feel that that’s what people should pursue. Just kind of think outside the box, or if you have that nudge, or something that says, “Try this,” try it, because you never know what it may lead to. And that’s what has happened to me.

Lee Kantor: [00:08:39] Right. I think that’s an important lesson for the listeners, to not ignore those kind of things you’re drawn to for whatever reason. Like, kind of lean into them and see what happens. You don’t know what’s going to happen.

Tracey West: [00:08:51] Exactly. Because prior to this, I had only baked I remember as a project in, like, the third grade. We had a class project and we were going to do something as a group. And for some odd reason, I said, “Let’s make a pound cake.” So, that was a project that my group did. And we were assisted by the cafeteria workers, of course, because we were young and they put it in the oven. But we had to do all the mixing and everything as a group. And that was the very first time that I ever baked. But it never really triggered anything at that point.

Tracey West: [00:09:25] But it was several, several years later, like I mentioned, after my aunt passed, that I tried to bake her cake. And I’d never seen her baker cake before. And my mom and dad baked every week, but I never watched them either. So, this was just something that I follow the directions and I’m like, “It worked.” And everyone was like, “No.” Everybody can’t necessarily follow directions and have a perfect product, that at the time seemed perfect to me. But just a good product and actually could turn it into a business. So, that’s where I’m saying that this is an additional type of gift that was given to me and that I’m just using it to the best of my abilities.

Lee Kantor: [00:10:05] Right. And those skills, those computer science skills are the kind of skills you need in baking. Like, it is a science.

Tracey West: [00:10:11] Exactly. Totally.

Lee Kantor: [00:10:11] Baking isn’t like cooking, where you’re like, “Sprinkle a little if this.” This is kind of math. Baking is a formula.

Tracey West: [00:10:21] Exactly. Exactly. And that is exactly so true because, personally, I do not have those cooking skills to match baking, because it’s totally science and you have to understand how things react. And to be honest, I actually can create some ideas and create products that, in my head, it makes sense. And I was like, “Okay. We put this and this together, it does make a good product.” But it’s actually science behind baking. So, just understanding a little bit of that and being able to grasp what is going on, I think that all that plays into the part of what I have today. So, I’m not saying that the computer skills were wasted, because they weren’t. But it’s just that I am pursuing something totally, totally different in the sense of going into baking and entrepreneurship as well as into making pound cakes. So, it’s just a fun place to be right now.

Lee Kantor: [00:11:20] Right. Kind of looking back, I think it all does make sense because that gave you the confidence and maybe the financial security to take this kind of plunge. That, maybe, if you were starting out from this side of it, it might have been a little dicier because there would have been so many unknowns and the risks would have been so much more.

Tracey West: [00:11:40] Absolutely. Absolutely. Because you’re right, starting a business, of course, now, I always say that for 2020, with everything that’s happened, it’s just the crazy kind of year. But for businesses starting out, if you didn’t know that being offered the opportunity to apply for grants to help you start a business, you may think that this is the norm and this has always been the case. But that wasn’t the case prior. So, having the the necessary funds to kind of get started and get off my feet, and to just do everything that I’ve been able to do using my funds as well as, you know, reaching out for any type of assistance that was available at the time, it has helped me to be where I am today. Because you’re right, if I did not have the cushion that I had when I started, it would have been a different case.

Tracey West: [00:12:34] Now, talk about why you chose to become a certified woman-owned business. Why was that important to you? Like, was it something as soon as you went down this path, you’re like, “Okay. I’m going to do this and get certified.” How did that kind of even get on your radar as something to do?

Tracey West: [00:12:51] So, a part of starting out, of course, you know, switching from where I was to where I was going, I always reached out and received mentorship from different organizations and different individuals. And this was something that had come up multiple times as a part of the groups. Because, again, there were business owners who had already been certified and they just talked about the advantages that they had. And just another type of group to be a part of like-minded individuals. So, I inquired about it and ask a bunch of questions. And once I started really looking into it, it did seem like a viable option as well as, again, looking for the next steps and also people who may have done what I was trying to do. So, that’s how it came on my radar.

Tracey West: [00:13:43] And I’m telling you, it has been one of the most beneficial types of things that I could have ever done. And I can’t imagine my business without being certified, because just being certified has opened up so many doors and allowed me to speak to so many different corporates. I don’t know how much longer it would have taken me to get to where I am today had I not been a member of GWBC, for instance, that, you know, just allowing that to happen. So, being certified is definitely something that business owners should take a look into.

Lee Kantor: [00:14:22] Now, talk about that moment prior to kind of taking the plunge and getting involved with GWBC. People were telling you about it. You saw that it kind of made sense to explore that as an option. Was there any kind of hesitancy where you’re like “Nuh.” Like, what we’re kind of in your mind before you decided to join GWBC? What we’re the pros and cons you were kind of weighing and then you decided to take the plunge and it, obviously, paid off?

Tracey West: [00:14:51] Right. Any time you hear about any type of certification, because you know what your current standings are within your business, so I was thinking, “Oh, my God. Do I make enough? I just started, what are the requirements? Am I going to get rejected?” You know, those kinds of thoughts kind of run through your mind. And then, once you look at the paperwork, of course, it could be daunting because you’re thinking, “Oh, my God. They’re asking for all this stuff.” But it’s actually stuff that you already know and it’s already stuff you already have. It’s just that they’re asking for it together as a package.

Tracey West: [00:15:29] So, it was just the fear of the unknown and also that fear of, “Oh, my God. If I go down this path, they may reject me.” And, you know, just that feeling of I don’t want to be rejected. So, it was more so of not understanding what it took to become a member and become certified, and the feelings that you probably feel you didn’t qualify. But, again, once I read everything, I did have to – because one of the requirements that they would like you to have, at least two years of tax returns. And, of course, when you first start out, you do need to wait at least until you have that. So, because of that reason, there was a delay in terms of hearing about it and then being able to apply. But outside of that, as soon as I had all the requirements, I went for it. And it has definitely paid off.

Lee Kantor: [00:16:26] And then, this is one of those organizations, I think, it’s important for people when they’re considering joining any organization, really, you get the most out of it if you kind of lean into it and participate. It’s not something you just sign up for and then, like, wait for opportunity. In order to get the most out of it, you got to kind of volunteer, and get involved, and kind of interact with folks and network, and do all that stuff. This isn’t like an ATM machine where you put your card in and then money comes out. You know, you have to do the work too.

Tracey West: [00:17:02] Absolutely not. Absolutely not. Because, you know, again, having a product like a pound cake, you know, just the name itself, people recognize you. And then, once they try the product, you become known for what you do, and that is the case with me. However, outside of my certifications, I have always enjoyed volunteering for the arts. So, I was at the Alliance Theatre, the Fox Theater, and those kinds of things where I’m an usher.

Tracey West: [00:17:33] And so, when I joined GWBC, there was an opportunity to somewhat do that same kind of thing, and it’s called the GWBC Diplomat. So, I’m a part of the Diplomat group, in which we are there being the host for the events, of course, prior to COVID. So, that was another way that you, one, get a chance to meet people who were additional diplomats. But then, you also had a chance to engage with all the participants that show up at events, depending on where you’re standing, whether it’s at the a door greeting them or helping them with seating or whatever. So, you’re always visible and you’re always meeting new people every time you attend one of their events.

Tracey West: [00:18:15] And, of course, there’s always something to do. Every quarter, they are constantly having events. So, you’re always trying to make sure that you’re visible meeting new people and staying engaged, because opportunities don’t always come in a written form. You know, it could be something where you can just be in a conversation and something pops up and then you’re there. You know what I’m saying? So, it’s one of those things where just having the exposure is a good thing and staying engaged.

Lee Kantor: [00:18:48] And then, has being affiliated with GWBC helped you get those opportunities with, maybe, some of these larger players that would have been difficult for you to get on their radar if you were just coming at them as Tracey with the really good pound cakes?

Tracey West: [00:19:02] Exactly. Exactly. I mean, just Roz Lewis herself, she’s our president for GWBC, she has hand selected opportunities where things have come. Let’s just say, things have come and my name has popped in her mind in which she has literally said, “I would like you to apply or I’m going to make this introduction for you.” And it has paid off. It has turned into opportunities time and time again. Literally, from the time I joined within three, six months of being in the organization, I was able to get in front of a large corporate that has remained with me the entire time. So, I would have never heard about this opportunity.

Tracey West: [00:19:48] Because, again, I do special events and this was a special event that had come about. And I just happened to have just joined, became a member. And when the opportunity came about, she knew that I could perform. So, it would not have been something that would have been an RFP out, where, you know, you’re taking bids. So, it’s those kinds of things that being certified has allowed me to apply for and bid for the opportunities that have come available. And it has definitely worked out.

Lee Kantor: [00:20:23] And then, when you get those opportunities, a lot of times those larger companies are teaching you how to serve large companies.

Tracey West: [00:20:32] Exactly.

Lee Kantor: [00:20:32] And then, you can leverage for more opportunities. So, it’s kind of the gift that keeps on giving.

Tracey West: [00:20:38] Exactly. Because another part of what being certified does, let’s say, again, you come in, you’ve met the requirements to join. Because you’re not necessarily ready to have everything that a corporate may be looking for, and that’s where the training comes in, that’s where the mentoringship comes in. All of these certification programs have mentorship programs as well. So, you have an opportunity to get paired with other larger corporations that will help you. I’m currently in a leadership type program that GWBC has also sponsored for me to be a part of. So, because of that, again, I am learning, I am meeting new people, I’m being mentored. Again, all of this to help as I grow my business. Because at each level, there’s always something new to learn. So, as doors continue to open for me in my business, I am getting the training and the necessary skills that I need all through my certification, and it’s just well worth every dime.

Lee Kantor: [00:21:48] Well, congratulations on all the success.

Tracey West: [00:21:53] Thank you.

Lee Kantor: [00:21:53] Anything we should know? Any holiday specials that we should know about?

Tracey West: [00:21:58] So, there’s two things I’d like the listeners to learn about what we do. Again, Irresistible Pound Cakes, we provide flavored Southern style pound cakes to businesses, government organizations, and online customers. We have an opportunity for you to brand our packaging so you can use it as grab bag gifts, special events, or as a corporate gift. We ship nationwide. And right now, we’re offering free ground shipping on all of our orders. So, if you go to our website, which is irresistiblepoundcakes.com, you can place your order for the upcoming holidays. And it’s free ground shipping everywhere. And if you like for it to arrive prior to Christmas, you can place your order by December 15th and we will get that out to you to make sure you’re in line, to make sure you have those great Irresistible Pound Cakes for the holidays.

Lee Kantor: [00:22:52] Good stuff. Well, Tracey, thank you so much for sharing your story. It’s an amazing story.

Tracey West: [00:22:58] Thanks for having me.

Lee Kantor: [00:22:58] And you should be so proud. And I’m sure your aunt would be so proud, too.

Tracey West: [00:23:02] I know she would be. And I’m so thankful to be here. And thanks for this opportunity to share my story.

Lee Kantor: [00:23:08] All right. This is Lee Kantor. We will see you all next time on GWBC Open for Business.

About GWBC

The Greater Women’s Business Council (GWBC®) is at the forefront of redefining women business enterprises (WBEs). An increasing focus on supplier diversity means major corporations are viewing our WBEs as innovative, flexible and competitive solutions. The number of women-owned businesses is rising to reflect an increasingly diverse consumer base of women making a majority of buying decision for herself, her family and her business.

GWBC^® has partnered with dozens of major companies who are committed to providing a sustainable foundation through our guiding principles to bring education, training and the standardization of national certification to women businesses in Georgia, North Carolina and South Carolina.

TMBS E131: Kendra De Keyral, returning after COVID-19

December 10, 2020 by angishields

Tucson Business Radio

TMBS E131: Kendra De Keyral, returning after COVID-19

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In a recent IBM survey, 69 percent of workers identified this year as the most stressful time in their careers. In fact, the U.S. Center for Disease Control and Prevention (CDC) also found anxiety and depression symptoms have increased by three-fold since 2019, and a quarter of the people said they had mental-health symptoms related to the pandemic. These alarming numbers have many companies weighing options to reopen workplaces so workers can have a break from the social isolation and a chance to reestablish some normal work routines. So how are AI Technologies Helping Businesses, Employees, Students, and Consumers Safely Return to a New Normal During the Pandemic?

They found that employees’ biggest concerns include fears of being exposed to the virus, uncertainty about the future of their workplace, uneasiness about adapting to different workspaces, and feelings of insecurity about their productivity in a remote work environment).

GUEST:

Kendra DeKeyrel: Director, IBM AI Applications

SOCIAL MEDIA: LinkedIn |

 With 20+ years at IBM, Kendra DeKeyrel is an expert at understanding how technology helps organizations solve critical business problems. As the director of offering management for the TRIRIGA portfolio at IBM, she focuses on bringing AI and IoT technologies together with core offerings to deliver greater value and insights to her customers. She oversees executive direction of product marketing, design, development, delivery, and support for TRIRIGA, one of the leading Integrated Workplace Management Systems in the world.

 Prior to this role, she served as chief of staff to the IBM general manager of cloud integration. Previously she also was program director of employee productivity, senior manager of digital enablement and effectiveness for ibm.com. She was also a program manager overseeing enterprise content management implementation across IBM.

 Kendra attended Texas State University and has written about digital productivity for IBM and industry publications.

Diane Steele with Steele Recruiting

December 10, 2020 by angishields

High Velocity Radio

Diane Steele with Steele Recruiting

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Diane Steele is the Chief Executive Officer and Founder of Steele Recruiting, a retained search firm specializing in Executive Administrative Assistants supporting C-Suite Executives, and recent Founder of CEAA C-Suite Executive Assistant Association, headquartered in the Minneapolis.

For over 20 years, Diane has been building strong relationships with many of the finest organizations and most talented administrative professionals in the Minneapolis area and across the US.

She believes that identifying a trusted Executive Assistant requires an experienced recruiter who understands the role deeply as well as the specifics of her client’s style and culture. Steele Recruiting is rooted in her dedication, empathy, and work ethic.

“Where did you find her?” and “We should have called you first!” are some of the initial reactions from clients. This client satisfaction has led the firm to experience exponential growth from referrals year over year.

Diane holds a Bachelors Degree in Marketing and Psychology from the University of Minnesota.

Diane is affiliated with the Minnesota Business Partnership, Twin Cities Society for Human Resources Management, Founder of CEAA C-Suite Executive Assistant Association, Executive Leadership Support presenter and she is an active member of the Edina Chamber of Commerce. She serves the University of MN as a CCAPS Student Mentor and an Alumni Service Award Committee Member.

Connect with Diane on LinkedIn and follow Steele Recruiting on Facebook.

Sara Stender Delaney with 3 Mountains

December 10, 2020 by angishields

GWBC Radio

Sara Stender Delaney with 3 Mountains

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Silverback Beverage was created by Sara Stender Delaney, a global activist, and social entrepreneur. She is a working mother in Asheville, NC, who was looking for more healthy but fun nonalcoholic options in the land of a thousand breweries. She began experimenting with her looseleaf tea at home and had an idea to carbonate the cold brew.

She sought out more skills and launching ground at the Craft Beverage Institute of the Southeast. Sara put her passion, skills and determination into accomplishing a quality product for the beverage industry. She launched Silverback on Tap™ at the September 2017 Asheville Coffee Expo and started to work with a local area brewery.

Sara is driven by a larger mission to serve humanity and to identify empowering solutions to global problems. Since first learning about the 1994 Rwandan Genocide, she has been inspired by the courage of Rwanda and sought out to live there, knowing it would be fertile soil for identifying her calling. She spent almost a year working with people who had lost loved ones during the genocide, managing a restaurant that served as a hands-on training facility for survivors.

For a deeper look at our company roots and Sara’s commitment to this work, check out our press page and learn more about her personal journey in her 15-minute Ted Talk.

Before Silverback Beverage, Sara founded the nonprofit organization Africa Healing Exchange (AHE), established to assist Rwandan Genocide survivors with trauma healing.

Today the organization operates a 3-part program designed for global replication: Heal – Connect – Sustain. AHE is in the process of opening up virtual services to anyone in the world for greater access to resiliency.

Connect with Sara on LinkedIn.

Transcript

Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia, it’s time for GWBC Radio’s Open for Business. Now, here’s your host.

Lee Kantor: [00:00:18] Lee Kantor here. Another episode of GWBC Open for business. And this will be a good one. Today, we have with us Sara Stender Delaney. And she is with 3 Mountains. Welcome, Sara.

Sara Stender Delaney: [00:00:29] Thank you so much. Good morning.

Lee Kantor: [00:00:31] Well, before we get too far into things, tell us about 3 Mountains. What are you guys up to and who are you serving?

Sara Stender Delaney: [00:00:37] Yeah. Well, I am based in Asheville, North Carolina, where I’ve lived for, I guess, 13-14 years. I had the great opportunity to spend a year in Rwanda, which, for anyone who doesn’t know, is a small, landlocked country in East Africa about the size of Vermont but with many more people. And it was a dream come true. It changed my life. That was in 2009. And then, I launched 3 Mountains in 2016 with the effort of connecting artisans, and farmers, and producers in Rwanda with global markets, specifically for tea-based products.

Lee Kantor: [00:01:19] So, what kind of was the catalyst of saying, “Okay. First, let’s check out Rwanda,” and then, when arriving there saying, “Man, there’s something here that special, and let me plug in,” and really kind of become part of the community and really kind of start, I guess, adjusting your whole trajectory of your career and life?

Sara Stender Delaney: [00:01:42] Yeah, it was a really long and interesting process. I would say it started really in my early 20s. Probably about 10 years before I actually made it to Rwanda, I watched a documentary about the genocide of 1994. And there were women in the film talking about what they had experienced, and what they had lost, and more importantly, what they had overcome and how they were recovering. And it really, really got me thinking about my purpose and what I was here to do on this earth.

Sara Stender Delaney: [00:02:28] And it also helped me on my own personal healing journey. I had post-traumatic stress disorder myself, and I had experienced violence. And when I heard their stories, it just really, really resonated with me. And although I couldn’t imagine what they had experienced, I wanted to travel there one day and learn from them about this resiliency. And I was really inspired by their stories.

Sara Stender Delaney: [00:02:57] And so fast forward, somehow, I was presented the opportunity to run a business in Rwanda. I was, at that point, I guess, 30. And an American couple owned a business there called Heaven Restaurant. And it was a mission-driven organization with the intention of providing jobs and training for orphans who had lost their parents during the genocide and were now young adults. And they had to come to the states to have a baby. And so, I moved there, and ran their business, and kind of took care of things for a year. And the whole thing just completely changed my life. I was really inspired. I really felt at home there. It’s a very beautiful, safe, mountainous place. And the people are so welcoming.

Sara Stender Delaney: [00:03:54] And I got to know the tea while I was there. And I thought, when I go back to the States, there’s got to be more. I have to do something with Rwandans. It was such an amazing opportunity. And I would say before I even got into the tea, I was very driven to create more opportunities for people who had a history of trauma to access resources. I had the great privilege to access resources in this country. And so, we created a nonprofit foundation called Healing Exchange, ahe.org. And through that programming, we started offering services for trauma healing and, more importantly, for developing everyday resilience skills. And we’re still developing that today and creating a model that can be replicated around the world.

Sara Stender Delaney: [00:04:55] And then, from there, with greater mental health and emotional stability, it’s just only natural that we want to access economic freedom, and financial security, and self-reliance. And so, that’s how we started developing more business opportunities. And I created 3 Mountains as a catalyst to help do that for our partners in Rwanda but, also, for people in the US, and for myself and my own family. And so, we go beyond fair trade. We resource only premium, organic, fair trade tea. And we are actually creating our own herbal tea program called Ubuzima, which means total health for the family. And we have a healing garden project in Rwanda where we’re growing tulsi, holy basil, oatstraw, lemongrass and some other really amazing botanicals that we use in blends there but also I’ll be using in my 2021 recipes for our sparkling teas.

Lee Kantor: [00:06:06] So, prior to this work and kind of finding this purpose, were you an entrepreneur, or did you have a regular job, or you were always entrepreneurial, and then you were able to kind of have this experience, and then it kind of moved you more into maybe social entrepreneurship? How did that come about?

Sara Stender Delaney: [00:06:26] Yeah. I would definitely say I’ve always been entrepreneurial. I grew up in a small town in Vermont. And I don’t know if it was … I mean, because it was necessary to create your own businesses in the rural community I lived in, but I was surrounded by small business owners. My stepdad owned a home building and construction business, and he was a pioneer in the green building industry before it was so common. And so, I watched. It was kind of in my home. And I remember as a child, like I did the whole lemonade stand, but no one ever came because we lived like a mile from from any other houses. I mean, it was so remote. So, I would do other things.

Sara Stender Delaney: [00:07:19] I started a birthday planning business for busy parents when I was, I think, 12. I had like a jewelry company and little things like that. I was just always inspired to create things. But I also knew that, like, there was a deeper purpose here, that I couldn’t really imagine doing like kind of a basic 9:00 to 5:00. I like having the freedom. I love traveling. I just love the challenge of creating new things and then watching them grow.

Sara Stender Delaney: [00:07:58] And I studied Business in college in Boston. And I did start on a very traditional finance path. I worked for a bank in Boston my first year out of college. And so, I have done more kind of traditional jobs. But then, I quickly kind of merged and started my own Fairtrade Cafe Bistro back in Vermont in my early 20s. And then, I took a little break. And I absolutely love to ski. And I took a little break and worked for a ski area council and kind of bummed around. I spent a little time in Colorado. I’ve always been drawn to the mountains; hence, the company name 3 Mountains.

Sara Stender Delaney: [00:08:46] So, yeah, I’ve had regular jobs and I also had kind of the side gigs necessary to launch this company here in Asheville, and had some really great experiences with local organizations, and served as fundraising managers and consultants for different local area businesses and non-profits.

Lee Kantor: [00:09:10] Now, you mentioned early on, you had a lemonade stand. So, I guess that was your first foray into the beverage industry.

Sara Stender Delaney: [00:09:17] Good point.

Lee Kantor: [00:09:18] What made you think like, “Hey, I think I can do this beverage thing. Like there’s tea leaves here. I’ll figure this out”? I mean, like, it’s a big leap going from, “Hey, let’s kind of play on the stove and play around with things,” to the beverage industry is manufacturing. Like, there’s a lot of moving parts to that to scale it. How did that come about?

Sara Stender Delaney: [00:09:44] Yeah. I mean, ignorance is bliss. Like I am glad that I didn’t know what I know now because I probably wouldn’t have gotten into it. But I have no regrets, and I absolutely love what I do. And I mean, yesterday I spent most of the day in grocery stores checking on products, and checking with managers. And I just had this moment as I was walked in through a grocery store aisle, and I just had this thought like, “God, I love this business.” Like I love the consumer packaged good business. Like I love the grocery business. And 10 years ago, I don’t know, I really didn’t know much about it at all. So, it’s interesting that I’m at this point. And I’m just super grateful that I do love it. There’s, of course, aspects of it that aren’t always exciting or fun but, I mean, that’s just part of it, but yeah.

Sara Stender Delaney: [00:10:40] So, I stopped drinking alcohol when I was 28. So, 14 years ago. And I’m living in Asheville. I mean, breweries are just popping up left and right or they were. And it’s kind of a social thing to do. And so, yeah, I’ve always been looking at non-alcoholic options just for myself, and I try to live a healthy lifestyle. I don’t eat my sugar. I don’t want to drink a bunch of calories. So, there was that. There was that I wanted to create a beverage, which would not only be interesting for myself but I just know so many people who are trying to drink less alcohol but want something special and want something that’s healthy and they don’t feel guilty about it, but it could be like an everyday drink to.

Sara Stender Delaney: [00:11:37] So, kind of put that together with my exposure to all the tea farmers, and then really getting to know the tea leaves, and discovering this, This is like award-winning tea. This is not a charity product. This is like Rwandan tea is some of the best in the world. And why aren’t we seeing it in stores or even mentioned on labels? We’re starting to see like single origin Rwandan coffee here but, still, people are surprised. They don’t even know tea comes from Rwanda. East Africa actually produces 17% of the world’s tea. Most of it is from Kenya.

Sara Stender Delaney: [00:11:37] So, put all those things together. And then, I saw what a great social impact and economic impact we could make by sourcing ingredients directly from the farmers in Rwanda. And so, I’ve been working there for 10 years and have those relationships, and it all just came together. And then,studying the trends and studying opportunities in this country, it just all made sense. So, that’s how I decided to move forward with the business.

Sara Stender Delaney: [00:12:45] And I started slowly. I mean, I created my recipes myself. Yes, in my kitchen on the stove. But then, I thought, “Hmm, I wonder what would happen if we moved this kind of cold brew tea to like another level?” And I had some friends who own breweries, and I asked one of them if they would help me, if they would teach me how to keg, and carbonate it with me, and see what happened. And so, we just did some testing, and we did a small batch, and we did a little sort of like a feedback session with an event they had. And they had their beers, and then I had my little table over in the corner with my keg of my original recipe, and it was a huge hit. It might have been like 50 people who tried it that night, and it was beyond what I could have imagined for feedback.

Sara Stender Delaney: [00:13:44] And so, that was the moment when I thought, “Wow, this might actually be a marketable product.” But then, it was probably another year or even more that I decided to can it. Originally, I thought this is going to be a keg option for breweries to have a non-alcoholic choice on tap.

Lee Kantor: [00:14:04] And then, so at some point, you said, “Hey, let’s put it in cans and sell it to the consumer directly”?

Sara Stender Delaney: [00:14:12] Yeah. I mean, we did enough events and had enough feedback from breweries that it was taking off and growing in popularity. And I was feeling really, really confident about the flavor profile and formulation. And then, that was another big hurdle to finally get into cans and to get it shelf-stable without using artificial ingredients or preservatives. And that was probably the most stressful time is just that R&D period. Like, is this going to go? Is this going to be safe and shelf-stable? And can we keep it true to the original recipe?

Sara Stender Delaney: [00:14:56] And I had no idea how tough the grocery business was. I mean, I had no idea what it took to actually get into stores. And so many people, we always hear, “Oh, you should. You should. Have you thought of this? Have you thought of that?” And so, yeah, it was probably two years ago. And people were like, “You should really get into the Whole Foods with this.” But I mean, I wasn’t even at the point where we had … well, we were still doing a small batch at a brewery. So, it’s been about six months. We’ve really, really scaled up and partnered with a new facility, and we’re able to do it in very large volume. And yeah, we’re just at another level now.

Sara Stender Delaney: [00:15:48] And I was telling someone yesterday, they were asking for advice, and I’m glad I’m at that point where I can offer some advice, but I still have a steep learning curve ahead. But now, I have people on our team who have been in this industry for a long time, and they know how to navigate it. And I’m really grateful for that help now, and to have a growing team. But I am glad that I had to learn myself because I do understand all the the steps that it takes. And I’m glad I didn’t just go full steam ahead two years ago and and hire everyone I needed to do the different things to get into UNFI, to go nationwide, to do all the marketing. I think I’m glad we did it kind of the slow route.

Lee Kantor: [00:16:36] Now, how did you kind of manage the funding of this? Is this self-funded or did you have investors?

Sara Stender Delaney: [00:16:43] And it’s a combination, yeah.

Lee Kantor: [00:16:46] So, now that part of the business is a whole other business. I mean, there’s so many moving parts to pull something like this off. It’s really an amazing achievement. Congratulations.

Sara Stender Delaney: [00:16:55] Oh, thank you. Yeah. I mean, every every business has a different fundraising and financing strategy and model. And I never bought into the … I had a lot of people warned me that it would be much more expensive than I thought. And I am an eternal optimist. And I am not a financially wealthy person. It wasn’t that I just had all this money to pour into something. I just had so much faith and so much trust. And I knew this thing was meant to be because the mission is so much bigger than me. It’s so much more than tea or a beverage. And I just knew the funds would show up as we needed them.

Sara Stender Delaney: [00:17:45] And I mean, that may sound so naive, but it’s worked for me. And I do also believe that you can grow a business with your revenue. And I do believe that every business has a different … I guess, it really depends on how fast you want to grow it. And like I said it, if I had decided to do that route of like, “Okay, we got to go all in, like so fast nationwide,” yes, it would have taken a lot more money than I had access to at the time. But I’ve also seen companies fail like that because they raise all this money, and they spend all the money, but they haven’t learned even who their customer is in that time. So, that’s kind of how we’ve done it to this point.

Lee Kantor: [00:18:31] So, now, who is your customer? Is it kind of grocery stores, and boutique gourmet shops, and restaurants? Like are you going direct to the consumer or combination?

Sara Stender Delaney: [00:18:42] Yeah. Well, I mean, the end user, I guess we’re still discovering is we want to say … I mean, when I used to do demos in advance, it seemed like everyone liked it, which is really hard sometimes because you want to know, like, who is our target demographic here? And so, I think, sometimes, that changes. I think, often, as founders or like recipe inventors, we tend to think our target demographic is someone just like us. Like it’s going to be female, like my age, into health and fitness, likes adventure, travel. But we’re still figuring that out because I will, sometimes, walk through a store and see people grabbing my drinks out of the fridge, and it’s not maybe who I thought.

Sara Stender Delaney: [00:19:28] And so, it’s definitely the healthier person, but not necessarily someone who is afraid of like one gram of sugar because I don’t think one gram of organic raw cane sugar is going to, like, throw me off of a certain type of diet, but I know that’s not for everyone. So, we do have calorie-free and sugar-free options as well. But I also think it’s the person who really looks behind the label in a brand, and they’re choosing a product for the flavor and the healthy ingredients, first and foremost, but they also want to know and trust that the brand is doing good things in the world. And especially now, where most of us are staying close to home and not really able to travel, I think we’re looking for ways to connect and give back in a really simple way. And so, for someone to know that can be done just by choosing our products is we make it easy for that.

Sara Stender Delaney: [00:20:40] But in terms of like our wholesale customer, that has shifted with COVID too. So, we are relying so much on restaurants or university campuses like we might have 10 months ago because those were channels we were growing in. And especially, I mean, the university demographic is a great one for us, but that’s been really up and down lately. So, yes, we’re putting in a lot of our resources and attention into building out the grocery channel, particularly the natural grocery. But even in conventional grocery, there is a very fast growing expansion in their natural sets. And then, we are launching an Amazon in three weeks. So, super excited for that.

Lee Kantor: [00:21:34] Now, you mentioned the importance of affiliating and becoming immersed in different communities, some of which are associations that have helped you in your growth. Can you speak a little bit about GWBC, and how that’s helped or supported your work?

Sara Stender Delaney: [00:21:53] Yeah, I am really grateful for the organization and the opportunities that it provides. And I guess it was last winter that I went through the process, and did the paperwork, and it was just a no-brainer to me to be part of this. I really think it’s important to support our fellow female entrepreneurs and other people in diversity. And it’s challenging. I mean, it’s a challenging business. And I would say in my industry, the beverage industry, grocery industry, it is very rare that I meet other women in the business, whether it’s like at a grocery store management level, at the buyer level, at the manufacturer’s CEO level, there just aren’t that many.

Sara Stender Delaney: [00:22:51] And I guess that’s changing but to have that recognition and to be able to use the WBENC logo and mark in our material. And then, lately, I’ve noticed more and more opportunities coming from, specifically, the grocery channel with requests for certified women businesses. And in some cases, even fees are reduced. So, that’s really helpful.

Sara Stender Delaney: [00:23:27] And I just think the more we can put this message and image on our products and our companies, the more we can inspire other young women or even girls who just don’t have that many role models but they see it, and they’re like, “Oh, wow, this is so cool. Like, this company is owned by a woman.” I mean, I can’t tell you how many times I go into a store even here in Western North Carolina, and I might be checking in products, and people think I’m an employee. And then, they see my name on the can, and they’re like shocked. And I don’t know if they’re shocked because it’s me or because I’m a woman, but it’s still a pretty strong reaction.

Lee Kantor: [00:24:12] Well, you saw growing up when you had a role model of an entrepreneur, and seeing kind of the ins and outs of that, how powerful it was for you in your path of it’s doable, it’s possible, it’s hard, but I can do this. And then, there you are now role modeling that same behavior to other girls and women that showed, “Hey, I’m doing it. It’s hard. It’s rewarding. I’m making a difference. You can do this too.” I mean, I think that the more the young people, especially, see role models that look like themselves, it’s important because that can change the trajectory of their life and career because they don’t know what’s possible until they see what’s possible a lot of the times. And the more they see that not only it’s possible, that there’s a lot of people doing this now, they can do it too, and they’ll take that leap, and they don’t have to feel like, “I have to get a job,” or “I have to sacrifice and settle for something, when there’s more out there, if I can dream bigger.”

Sara Stender Delaney: [00:25:15] Exactly, exactly. And I went to an all women’s college, Simmons College in Boston. And it’s funny. Just kind of like getting to Rwanda, I just felt so divine that I ended up there because I was looking at probably eight schools and none of them were all women. I never set out to be in an all women’s school. I mean, that was the last thing on my mind. But in the end, it was the best option. And in the end, it felt like a great fit. And I was still in Boston, lots to do. There were coed schools next door. But in the classroom, I just was so focused and surrounded by professors and other students who are so such great role models as well, and teaching things like female advantage and how to be a strong female leader. And so, that really was an amazing opportunity for me too that, again, I wouldn’t have set out to do, and it’s not for everyone, but I wish that kind of inspiration for every other woman and young girl.

Sara Stender Delaney: [00:26:24] Well, what could we be doing to help you? How can we help you get the word out, let people know this exists? You said you’re going to be partnering with Amazon shortly. Right now, is the beverages available through your website? Can anybody anywhere get it or do you have to be near you?

Lee Kantor: [00:26:41] Yeah, so we ship around the country and anywhere. It’s Drink Sarilla. So, drinksarilla.com. It’s made with our looseleaf tea, which is Drink Tima Tea, T-I-M-A. And both those places, you can purchase our products and sign up for our newsletter, which we send out very rarely but those are great ways to stay in touch. And then, I always like to connect with people on Instagram and Facebook. And we also are willing to send out samples to anyone if you can just try to cover shipping. We have product to give away right now. Because we can’t be in stores sampling, I would love to get free samples to your listeners.

Lee Kantor: [00:27:26] And if they go to drinksarilla.com, that’s the best website, right?

Sara Stender Delaney: [00:27:30] Yeah, because from there they can just link to our social or send us a direct message.

Lee Kantor: [00:27:35] And then, that’s D-R-I-N-K-S-A-R-I-L-L-A dot com?

Sara Stender Delaney: [00:27:41] Yes.

Lee Kantor: [00:27:42] Well, thank you so much for sharing your story today, Sara. You’re doing important work, and we appreciate you.

Sara Stender Delaney: [00:27:48] Thank you so much. I really enjoyed talking with you, and I appreciate your support.

Lee Kantor: [00:27:52] All right. This is Lee Kantor. We will see you all next time on GWBC Open for Business.

About GWBC

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