Mom Made Foods, LLC, based in Northern Virginia, is the brainchild of Heather Stouffer. Her business will celebrate its second anniversary in May 2008, and the following comments convey her experiences as a specialty food entrepreneur:
1. What is (was) your vision for Mom Made Foods (your "history of the future," that place in, say, 2018 where you would want your firm to be)?
Long before we had children, my husband and I agreed that we wanted them to enjoy the same variety of foods available for us. Fresh foods and family mealtimes were one of my favorite parts of childhood and I wanted to provide the same for my children. I made our son’s foods from scratch, and I needed a break from my full-time job; hence, the inspiration for Mom Made Foods that gives children the food they love while giving parents the peace of mind that comes from feeding their children nutritious, organic foods.
What is my dream for the company? I would love Mom Made to be a household name for organic children’s foods. As our world and work seem to be expedited by everything convenient, I would love Mom Made to have a significant impact on how parents and children view convenience foods - for parents to realize that convenience does not require compromising their children’s nutrition.
2. How do you define success?
I define success as a blend of reaching business milestones while having happy customers (wholesale and consumer).
Before I launched Mom Made Foods, my husband and I mapped out key business milestones. When we reached those milestones, we make a point to stop and celebrate (with an inexpensive treat – thanks to our depleted personal budget!). It is important to celebrate achievements. To date, I can recall popping open a bottle of champagne or clinking our glasses to milestones such as: Our initial launch at a local farmers market, first products in the freezers at Whole Foods, getting the call from a Producer at The Oprah Winfrey Show, watching our first export order come across the fax machine, having a very successful national tradeshow, etc.
At the end of the day, I view the biggest successes as those that come from littlest people – the babies and kiddos. The customer emails and calls with comments such as “my baby cries when she finishes her Mom Made Sweet Potato. She likes it so much and I feel great as her mother feeding her the best quality foods.” Another one I love is: “My child never ate anything green until we came across Mom Made Broccoli.” Comments like these make me want to pinch myself. I am so thankful for the opportunity to create a brand and products that launch children into a lifetime of healthy eating from their very first foods.
3. Since you seem to be successful, how long did it take?
I left my full-time job in November 2005 and launched the company in May 2006. We will be celebrating our two-year anniversary as a company in May 2008. Those 2 ½ years sometimes seem like a decade. We’re no where near the finish yet! The fun is just beginning!
It cost a whole lot more to launch than I originally anticipated. We started by refinancing our home, fortunately at the peak of the housing market. That quickly led into a couple rounds of seed funding from generous and supportive friends and family. We’re now working on a significant capital raise. Fundraising is something that any entrepreneur should be prepared to do and spend a lot of time doing.
5. Can you offer any advice or counsel to the new-to- market specialty food firms?
Starting a business is 1% idea and 99% execution. Be prepared to give it your all. Mom Made is our second child, though it makes parenthood seem easy on most days.
Surround yourself with experts for knowledge that you are lacking and maximize free and low cost resources available; i.e., Small Business Development Centers, local business schools, etc. Don’t be afraid to share your business idea. Share it with as many people as you can and listen to all feedback.
Heather Stouffer
Mom Made Foods
107 S. West Street, #453
Alexandria, VA 22314
Ph: 240-426-3235
Fax: 866-550-4647
choice organics for children
