Hi there,

Imagine that you launch your cottage food business, and within two weeks, stores are knocking on your door, asking if they can sell your products.

That would be crazy, right? I can assure that that almost never happens.

Except sometimes, it does! And it did with Jen & Danny.

They started selling sourdough crackers back in 2018 at a local farmers market, and their business instantly took off!

Within months they moved into a commercial kitchen to take on wholesale accounts (they now have over 50 of them), and they are currently building their own production facility.

They have a very unique product and an even more unique production process, which allows their crackers to have a complex flavor, even though their most basic cracker only has four ingredients.

After listening to this episode, I must admit, I was a little disappointed! I always want the episode to reveal how an entrepreneur became successful.

But in this case, we jumped too quickly into their success story. You might be left thinking that they merely got lucky.

I'm sure some of it was luck, but here's what's missing from this episode:

• Jen absolutely LOVES sourdough. She had been experimenting with it for many years before starting this business.
• She's also super passionate about food (and talking about food), as indicated by her previous career.
• Most importantly, they had already tried selling other baked goods before this business (including before Texas even had a cottage food law).

So while it might seem like they just magically landed on a super successful product, it was actually the result of failed businesses and lots of experimenting in the kitchen to get a very difficult product just right.

They are currently building their own commercial kitchen, and I think you'll want to hear about how difficult (and expensive) that has been.

Also, one of my favorite parts in this episode relates to their product names. They simply changed the name of one of their products, and boom, it was instantly popular! That's not too surprising in-and-of itself. But what IS surprising (at least to me) is which name was the most popular.

Anyway, I could go on. There's a lot in this episode! Give it a listen.

Listen to Episode 56: When Demand Exceeds Supply with Jen Holmer El-Azzi & Danny El-Azzi


Until next week,

David