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Seeking a Healthy Snack, She Founded a Business

Each month the James J. Hill Center interviews 1 Million Cup presenters for the Startup Showcase feature in the Pioneer Press.  Recently we connected with presenter Angela Gustafson. See interview as seen in the Pioneer Press Startup Showcase on November 4, 2017.

In 2015, the Food Marketing Institute asked U.S. consumers how they would rate the healthfulness of their diets. The findings stated that 71 percent of U.S. shoppers believed their diets could be healthier.

Having access to healthy options that are both high in quality and taste is not always easy. However, Angela Gustafson was dead set on creating a healthy option for her family. Little did she know how it would translate to helping fill a consumer need. After experimenting in her kitchen for over a year, Gustola Granola was born. With loads of passion and creativity she stepped in the world of food entrepreneurship and hasn’t looked back.

ENTREPRENEUR PROFILE

Name: Angela Gustafson
Age: 48
City you live in: Minneapolis
City of birth: Iowa City, Iowa
High school attended: John Marshall High School, Rochester, Minn.
College attended: UW Madison

COMPANY PROFILE

Name of company: Gustola Granola
Website:www.gustolagranola.com | @gustolagranola
Business Start Date: June – October 2013 (produced out of home kitchen for Linden Hills Farmers Market); June 2014 (re-started in a commercial kitchen, producing for retail store shelves)
Number of Employees: 1 (me) plus one husband, four kids and a local dream team.
Number of Customers: 200 retail locations and online sales through our website

Q&A

Q. What led to this point?
A. I worked at Hy-Vee in high school and was quickly drawn to branding and packaging. I majored in marketing at UW, and fell in love with co-ops, farmers markets and Birkenstocks. I served in the Peace Corps as a small-business development volunteer with my husband on the Dominican Republic-Haiti border from 1994-1996. I lived and worked downtown, in the great city of St. Paul, out of college and post-Peace Corps. With our third child on the way, I took a break from Corporate America. I found myself trying to find or create the “best” recipe for everything. I took inspiration from both my mom and mother-in-law, both great cooks and in cooking for my own family of six. Then I hit upon a great one … like most of us do. Took it to a farmer’s market … like fewer of us do. It was just supposed to be a fun summer adventure.

Q. What is your business?
A. Gustola Granola is a Twin Cities-based, premium packaged granola company. Gustola Granola is a premium, knock your socks off, super crunchy, home-made tasting, satisfying anytime, anywhere, different-from-all-of-the-rest granola.

Q. Where do you go for help when you need it?
A. I lean on my husband for wisdom and my kids for youthful optimism. I also lean on Minnesota’s tight network of food entrepreneurs. I have oversight of production and distribution, marketing, accounts payable, accounts receivable, customer service, fulfillment, etc. It’s a great way to have a pulse on all aspects of the business, but I look forward to the day when I have more resources.

Q. What is the origin of the business?
A. Rocky (our boxer) and I run early every morning. When I get home, kids start waking up and the bustle is on. I think more than anything, I was looking for a sustaining, healthy, post-run snack, to power me through busy mornings … as well as fill the house with those magical smells. Not crazy about available options in the stores, I started tinkering with granola at home…READ FULL ARTICLE

 

You can hear from startups like this one each Wednesday, 9-10 a.m. at the James J. Hill Center during 1 Million Cups St. Paul. The James J. Hill Center is a nonprofit in downtown St. Paul that provides access to business research, educational programming and a place to work. The Hill is open to the public 10 a.m.-5 p.m., Monday-Thursday. To keep updated on what startup is presenting next or to apply to present, visit www.jjhill.org.

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