In this episode of Women in Motion, host Lee Kantor welcomes Sheila Cavalier, owner of The Freaky Cookie, a corporate gifting company specializing in unique cookie flavors. Sheila discusses her business’s evolution from direct-to-consumer sales to corporate gifting, emphasizing adaptability to market demands. She highlights the importance of networking and community support, sharing her positive experiences with the WBEC-West community. Sheila offers practical advice for first-time business conference attendees, focusing on relationship building, active listening, and follow-up.
Sheila Cavalier is CEO and Founder of Freaky Cookie.
Sheila set out to create something fun, something unique for the corporate gifting world that would communicate to customers and employees just how much they mattered. The result: Freaky Cookie, based on a family recipe dating back 90+ years!
A Los Angeles native, Sheila come from a long line of bakers, writers, and a father who worked in the aerospace industry in the 1960s. This legacy of creativity, innovation, engineering, and a quest for out-of-the-box fun led to the creation of The Freaky Cookie, also known as “The Cookie Disruptor!” 
For a time, Sheila worked as a Multi-state Auditor, giving her the unique ability to parlay her talent for managing details with her creative vision. “It’s one thing to have a dream. It’s another thing to execute the plan that makes that dream a reality.”
Sheila enjoys running, music that soothes her soul, and spending quality time with family.
Connect with Sheila on LinkedIn.
Music Provided by M PATH MUSIC
This transcript is machine transcribed by Sonix
TRANSCRIPT
Intro: Broadcasting live from the Business RadioX Studios, it’s time for Women In Motion. Brought to you by WBEC-West. Join forces. Succeed together. Now, here’s your host.
Lee Kantor: Today on Women In Motion, we have Sheila Cavalier with The Freaky Cookie. Welcome.
Sheila Cavalier: Thank you.
Lee Kantor: I’m so excited to learn about your business. Tell us about The Freaky Cookie.
Sheila Cavalier: All right. So, yes, we are Freaky Cookie. We are a corporate gifting marketing cookie company located in Rancho Cucamonga, about 50 miles east of L.A. And what we do, we specialize in unique, cool cookies. So, we have taken a 90-year family recipe, and we have put a spin on it and created these real cool cookie flavors. So, we’ll have cookies like Fruity Freaky Loop, we have Oreo Boo. We just do a large mass amount of different type of cookies, and we have a rotation where we put them in and we rotate every quarter. We do marketing. Many of our clients will use them for marketing events, employee incentive events, and gifting, of course. So, that pretty much summarizes what we do.
Sheila Cavalier: Oh. Also, we have a in-house graphing department where you can have your labels, your own logos and themes placed on the cookie box, which is a big incentive for, you know, our clients because they like to market their events and their company.
Lee Kantor: Was the cookie company always geared towards corporate like this, or did it start out as, “Hey, I make a really good cookie”?
Sheila Cavalier: Hey, how did you know that? Yeah. Pretty much that’s how we started out. We thought we were going to really see that D2C space grow. So, we kind of market it and we had everything. Our motto was set towards the D2C, but where our facility is located, we’re like in an industrial park where our kitchen is an industrial area. So, you don’t have much foot traffic. It’s no need for individuals to come into that area, you know, unless they’re conducting business. And what we got to see over time was cookies were stacking up. You know, no one wanted to buy two and three cookies. They weren’t stopping in to The Freaky Cookie for that.
Sheila Cavalier: But what we were seeing was a lot of calls coming in from clients or potential customers that were in the area to visit other customers, their clients, and they wanted cookies to take to their clients to show their appreciation. So, we kept our eyes on the pulse of the market and we’re like, “Hey, what’s going on?” You know, we were just getting these calls coming in, give us four dozen, give us ten dozen. And we kept seeing that over and over, and we’re like, wait a second here, as far as consumer, they’re buying one or two, and some days no cookies. So, we’re like, “Okay. We need to rethink this model,” and that’s how we were able to kind of pivot and take that look into the corporate space, and, of course, do our research and all and build in that space.
Lee Kantor: Well, I think that’s an important lesson for entrepreneurs. I mean, sometimes some entrepreneurs fall so much in love with their product and they kind of go down with the ship if it’s not going their way, where you are able to say our product is the same product, and if a company wants to buy 100 of them, let’s sell them 100, instead of wait for 100 people to come in and buy one cookie each.
Sheila Cavalier: Right. Absolutely, Lee, that’s true and that’s what we really focused on. Like I said, it took us some time, though, for us to really understand that it wasn’t geared towards the direct to consumer space because we knew very little about the corporate space even though we are in this industrial area, and within a 20 mile radius, it’s nothing but a lot of industrial buildings, and you got the airport, you got big Fortune 500 companies. But when we caught on, we started, like I said, connecting, reaching out, and we said, “Hey, let’s reach out.” We reached out to some consultants and they were able to help us, and we were able to align with what the demand was going on. And it’s been a nice journey. And, of course, COVID didn’t really help much, but, yeah, we were able to build, recover from that, and move forward, so we are — here.
Lee Kantor: Why was it important for you to become part of the WBEC-West community?
Sheila Cavalier: Oh, my God. You know what? One thing I can say, I come out of a corporate background. I was in corporate for many of years. And not having that entrepreneurial network immediately around me, like I tell everyone, I could pick up a phone if I needed a corporate job, that was not an issue. I had plenty of network of individuals in that space. However, when it came time for entrepreneurship, I knew really no one to turn to. Of course, you have your chamber, and I thank God for that, and those that were in the chamber. But I saw an opportunity bigger, and I just didn’t know how to touch in. I didn’t have anyone to reach out to.
Sheila Cavalier: And, of course, thank God for the internet, you start doing this research and looking for other women businesses, picking up nuggets along the way, and I happen to come across WBENC National, and I’m like, “What is this?” And over a period of time because it was just so much information there and opportunity, and I didn’t understand it, it was just like a puzzle with several pieces and trying to figure out how these pieces all were interrelated.
Sheila Cavalier: So, I took my time and researched. It took me about a couple of years because I was really trying to understand how this organization could help catapult my business to a new level. And seeing the supplier diversity program, I’m like, “What the heck? What is this?” But as time went on and I reached out to them, and they were so helpful, and then connected me back to WBENC-West, that was the beauty of it, because you have national and they’re headquartered on the East Coast, but they were able to connect me back to WBEC-West. And, oh, my God, the team was amazing, so supportive. I would call in, I can’t tell you how many times Maria and the group, they were always there to answer and inspire me, and just give me information as I need it.
Sheila Cavalier: So, that was my connection and I saw opportunity. You know, of course, it took a while, but then as I started connecting and getting to know individuals in the organization, I was like, “Oh, my God. This is opportunity. This is what I was looking for.” Now, it’s like, how do I build it? How do I connect and how do I develop relationships? So, I tell Jaymee, and Dr. Pamela, Maria, the team, had it not been for WBENC, WBEC-West, I don’t know how I would have grown this company. It would have taken much, much longer. Because of the connections that we have made and the help and support from corporate members, it has been amazing for us, so it has definitely catapulted our business into a new level.
Lee Kantor: Now, one of the benefits of being part of the WBEC-West community is you get access to events, like the upcoming 21st Annual Procurement Conference at the Westin Lake Las Vegas Resort and Spa in Henderson, Nevada this September 17th and 19th. Have you gone to these conferences before?
Sheila Cavalier: Yes, I have. I attended last year’s conference and it was amazing. And, of course, I’m registered for the upcoming conference and is so excited. Oh, my. The conference, you know, because we’re in a smaller group setting, my first conference was nationals. And just with a large conference and becoming a new member, it was overwhelming but I really enjoyed it. Having to have this opportunity to be connected in a smaller atmosphere and with business women, the team was amazing. It was like you were just in an environment where you can just learn. You had insights from individuals. You’re connecting with corporate members. You’re connecting with certified sisters. It was amazing. And just being in conversation and learning so much in this smaller setting was phenomenal.
Sheila Cavalier: I can’t tell you, I get excited when I think about it because I feel a lot of my information, a lot of relationships, the networking aspect of it is really strong at these smaller conferences. It’s that small setting, like a classroom, you’re going to be more connected and have more time to just get to know one another and share insights. And that’s what we do there.
Sheila Cavalier: And last year was phenomenal. I just can’t believe the connections I made and relationships. That’s what it’s about. We always hear that, we’re building relationships, we’re building relationships. Let me say it personally, I didn’t understand the depth of the relationship until I was at WBEC-West, because there, you’ve known individuals, you may have seen them at events, you had time to talk a few minutes or whatever the case may be. But over time, having those three days is just like an opportunity that only happens it seems like once in a lifetime. But we’re really fortunate to have this happen every year. So, to me, I call it my relationship building blocks. It just helps to really build, gain insights, and further grow the company.
Lee Kantor: Now, any advice for someone maybe this is their first time going to an event like this, how do you kind of get the most out of the experience and not feel overwhelmed? Like, do you have a strategy or some tips you can share about kind of attacking this? Because I would imagine you do some homework before the thing begins in order to maximize your time there.
Sheila Cavalier: Yes. Oh, absolutely. I’m doing my homework to see how my business model, my product can align with the different corporate members that are there, the companies that are there. Looking at their background, looking at the services they offer, their departments, who can use cookies, or where’s an opportunity for gifting within the departments. And, also, seeing who else is going to be there for us, other WBEC sisters. So, you’re looking to see and you may have already come in contact with others. You know them and you may have had some advice given from them or you guys have had relationships, like a couple of the companies I have worked with, and to see how we can further develop our relationship and see how one another is doing.
Sheila Cavalier: So, yeah, I do quite a bit of research before going in and developing the strategy. One thing I say, if this is your first conference, you want to understand what is your goal. You know, why am I going to this conference? Am I going just to sell my product? Am I going to see how my product fit in? I always say, for me, personally, I’m not there to sell my product. I’m there to build relationships. And I say that in the sense of I want to get to know individuals and what their gaps are. Just talking with them, what is the gap as far as what they’re doing and how they’re building their company.
Sheila Cavalier: So, with me, personally, I’m looking at relationships because everyone can use some gifts, everyone uses gifts, but not everyone wants cookie gifts, or maybe they don’t know they want a cookie gift. So, my thing is just wanting to understand or wanting to get to know my fellow WBEs in a deeper relationship per se.
Sheila Cavalier: And then, again, they always have insights they’re sharing with me, as I may not have known something that could further benefit my business. So, I’m going with an open mind, but I’m also going understanding that this is opportunity to gather information. I always like to think of it as my think tank, my information tank. It’s just a wealth of information around me and how am I going to pull from that information, what is going on in these different companies in the future that maybe we can collaborate together, we can do a partnership, or just the fact of I didn’t even may have known they existed or that they were a member, so just to build.
Sheila Cavalier: I’m one of those that’s looking to build, build relationships because I feel that is where it happens. And relationships takes time to build, so this is a perfect setting, opportunity to build relationships, and get to know one another on a personal level or business-personal level. So, that’s my advice, get to know who is there.
Sheila Cavalier: Participate in the events. One thing about me, I love being around people. But on the flip side of that, it’s a little intimidating at times. But if I just get in there and start being a part of the activities and having fun, before you know it, you’re like, “Oh, my God. I know this person. I know that one. I connected with them.” You just get to know people. So, you really want to take advantage of the activities and stay connected throughout the conference. That’s the important part. And I think that goes a long way for anyone going, whether we’ve been there years or this is the first time, stay connected and just be open to learning and being involved.
Lee Kantor: Now, one of the events that occur are those matchmaking events. Can you talk about some strategies on how to make the most of those kind of interactions?
Sheila Cavalier: Yes, matchmaking. With the matchmaking, I know that the individual there – let me start there – is going to be taking the information back to the different departments or to the lead director of supplier diversity. So, my objective is to give them some insights about my company and how I feel they can connect, how I feel I could be a benefit and fill a gap in that particular company.
Sheila Cavalier: The key thing to me is having information where I can follow up and understanding that it may take time, it’s going to take time. But if this is my first connection with them, at least I’m dropping nuggets and they get to know who The Freaky Cookie is, what we offer, and how we can be of service. And then, from there, I feel it’s my responsibility to follow up in the sense of maybe I’ll see them at another event, or maybe they said I’ll reach out to you in a few weeks, so I’m going to give them a little longer than that. And if I have an email, I’m going to follow up. But I really believe patience is the virtue of these events and these matchmaking sessions.
Sheila Cavalier: With the matchmaking, I’m going in with a list of questions that I may have. But then, again, because of the information they’re giving me, my direction may change. So, I’m not so much stuck on what is on my sheet and the strategy, or what I’m really trying to communicate as much as I am listening. To me, it’s really important for me to be listening at the information they’re providing, because they’re the ones, they’re the experts of that or know more about the company than I do. So, that is very important to me.
Sheila Cavalier: Matchmaking is an opportunity I feel to build. Maybe this particular time, I may not hear back from them in a while from this event, from this conference, but, hey, I may see them at national, I’m going to see them again maybe next year at WBEC-West, or at one of their personal events. So, I’m always thinking this is just a start spot to move forward and to continue to connect and to touch base. That’s the way I see it.
Lee Kantor: Are you bringing any of your cookies?
Sheila Cavalier: Of course not. That wouldn’t make sense. Heck, yeah, I am. I hope you’re there, Lee, so you can try them. We’re actually getting ready for the fall, and I’m bringing some of our fall flavors. So, yeah, I got a few things up my sleeve. Yeah, I do.
Sheila Cavalier: You know what I wanted to say, too? I wanted to also give some advice or just share my insights on the roundtable experience as well. I know you mentioned matchmaking. Can I –
Lee Kantor: Sure. Absolutely. Please.
Sheila Cavalier: Okay. With matchmaking, you’re going around and, of course, we’re talking in these group settings for so many minutes, and we’re sharing our company experiences. But what I found was key for me at this matchmaking is that, that corporate member is listening to your information. They’re listening to your challenges. They’re listening to your services. They’re listening at what you have to offer.
Sheila Cavalier: And the reason I say that, I had an experience last year at the Chase table. Lisa Stevens, she’s one of the directors of WBEC-West. She’s on the board. And we were chatting, I was sharing with Lisa my challenges growing the company, and trying to put together the strategy for timelines and marketing, and on and so forth. And Lisa was listening to me, and she says, “You know what? I’m in L.A. area. I’m going to reach out to you and I have a few options that we can possibly take. But be patient, I’m going to reach out to you and we’re going to determine how to move forward.”
Sheila Cavalier: And sure enough, I heard from Lisa in two weeks, and I was amazed because I knew she had so many individuals that she needed to reach out to. From that point, Lisa and I worked together for a full year, and she was able to guide me through different challenges and give me advice. And she’s been a jewel for me in this last year. So, you know, I didn’t even see that in the meetings, the roundtable meetings, but that happened out of that. And I was so moved by that because I still have a relationship with Lisa. I can follow up with her at any time. And I’m looking forward to seeing her here and attending her workshop at the WBEC-West conference next month.
Sheila Cavalier: So, I mean, these roundtable meetings, they’re just as valuable as the matchmaking. Take advantage of any opportunity that come your way and just be ready to go in and get the best out of it.
Lee Kantor: Yeah. And that’s another great example of, like you were saying earlier, just being open and not making selling the thing you’re trying to do, and making just relationships and meeting people and learning. When that’s the metric that matters, you’re going to have a more productive conference.
Sheila Cavalier: Absolutely, Lee, that’s the key right there. Because you’re open and, like I said, you’re just absorbing. You’re like that sponge, you’re just taking information in. And it is going to be a lot of information. I mean, if this is your first time, be patient. It’s going to be a lot of information. It may feel overwhelming. Go home, sort through it all, take your time, and just digest because it is so much value at this conference, and you want to just be in a position where you can receive and build. That’s the key.
Sheila Cavalier: And for me, personally, when I got to that point, it’s just like the doors start opening in the sense of opportunities. And just even beyond WBEC-West, just looking at my other business relationships that I have already formed with my clients, it’s just so much different information that you can pull and take to different parts of your business and can help you grow.
Lee Kantor: So, if somebody wants to learn more about The Freaky Cookie, is there a website or a way to connect with you through that?
Sheila Cavalier: Oh, absolutely. First of all, we do have a website, it is thefreakycookie.com. And you can also reach out to me personally at hey, H-E-Y, @thefreakycookie.com. We’re gearing up for the holidays. We’re going to have some really cool gifting offerings this year. And we’re excited and definitely could be a help to fill those gifting needs.
Sheila Cavalier: I mean, everyone is looking for a great gift, and The Freaky Cookie, we do it right. We’re giving you something that you’re not going to find out in the marketplace. So, yeah, you taste the cookies, I invite anyone on the podcast to stop at the table, I’m going to have a pop up table there so I’m looking forward to meeting everyone. I’m excited. I’m super excited.
Lee Kantor: So, you’re going to be at the event September 17th through 19th at the Westin Lake Las Vegas Resort and Spa in Henderson, Nevada. You’ll be there with a table, and they can taste the cookies there, or maybe run into you in one of the roundtables or one of the events.
Sheila Cavalier: Absolutely. I hope all of that happens. Yes, absolutely. Definitely will be there. Looking forward to it. Cannot wait.
Lee Kantor: Well, Sheila, thank you so much for sharing your story today. You’re doing such important work and we appreciate you.
Sheila Cavalier: Thank you, Lee. I appreciate the opportunity to be a part of the podcast today. It’s great. I love sharing the story.
Lee Kantor: All right. This is Lee Kantor. We’ll see you next time on Women In Motion.
