GF Joe Gluten-Free Bakery
Biscotti and Cookies
Life is Beautiful with Biscotti!
Joseph Anthony Camerieri former baker-turned-entrepreneur, and his brother Charles Christopher Camerieri, Principal Baker and co-owner of Abella Biscotti, have partnered to distribute a high quality, all-natural biscotti.
“Our biscotti ingredients have been scientifically proven to be much healthier for the human body and environment. The crunchy nuts in the Hazelnut and Almond biscotti offer a medley of flavors for the most discerning palette Our Belgium Chocolate dipped and White Chocolate dipped make any sad heart sing and the most stubborn of palates begging for more!”
1. In what year did your company begin operation?
“I officially launched my brand last October at the Indiana Gluten-Free Expo 2013 but I created the brand 2010.” My discovery of gluten allergies made me take matters into my own hands and become an expert on gluten free baking and products. I have since switched to goat’s milk, since casein products can aggravate allergies as well. I decided to share this expertise with people like me who suffer from food allergies, by opening GF Joe Gluten-Free Bakery. People shouldn’t have to give up the foods they truly love because of allergies, or rearrange their plans to enjoy a nice meal because restaurants don’t understand the need.”
2. How do you define success? Are you “there” yet?
“Not yet. Success is when I reach my first goal of 50 stores and then continue to grow. I would also like to develop 50 retail take-out venues across the nation. Success is when you don’t quit. When you quit, you fail. The only time you quit is when you die.”
3. How long did it take to be successful? What challenges did you face in establishing your company?
“We are working on that by seeking funding to expand the brand. We are looking for an investment of $80,000-$100,000 to jumpstart the brand. I recently presented at an event sponsored by the Kaufman Foundation encouraging local business entrepreneurship. The second presenter was Kevin Harrington of Shark Tank promoting his new start-up. Yes, a SHARK was on the program!”
4. How long did your initial roll-out for the above product line take (months or years?) and how much did it cost? ($5,000? $20,000?) What kind of financing was available to you?
“Actual ingredients cost less than $50, branding and marketing and designing close to $5,000. We raised funds through Crowdfunding.”
5. Please share your insights and advice for new to industry companies.
“I have few secrets that are not written in any book. I do suggest reading Trump University Branding 101: How to Build the Most Valuable Asset of Any Business by Donald Trump.”
“The book mentions two schools of thought on branding: later when your product is established or at the time of start-up. I decided to brand our product at the time of start-up, even before we had any sales. I studied sales approaches and the key ingredients in branding and created a memorable name for my brand. People will know GF JOE.”
“Sell Your Specialty Food by Stephen Hall was also very, very helpful. I actually brought it with me to my first event in Indiana. EVERY action I took to make an effective sales presentation I also researched on Youtube to see how successful professionals sell.”
6. How would you define your “vision”? Where do you want to be in 5 or 10 years?
“I would like to grow GF JOE to a $7-$10 million sales enterprise and to write a book or two.”
7. Did your company participate in the summer Fancy Food Show in New York? Was it successful? What was your total investment?
“No, but I will attend one of the EXPO East/West shows soon. My first EXPO was the Indiana Gluten Free Expo with an investment of approximately $1000.00.”
Joseph Anthony Camerieri
Founder & CEO
GF Joe Gluten Free Bakery & Brands LLC
Clearwater, FL 33766
email: firstname.lastname@example.org; Website: gfjoe.com