How I Persevered Through Many Challenges And Landed Five Strategic Business Partners
Note: This business is no longer running. It was started in 2017 and ended in 2023. Reason for closure: Shut down.
This is a follow up story for Birdseed For Humans. If you're interested in reading how they got started, published over 4 years ago, check it out here.
Hello again! Remind us who you are and what business you started.
Hello, I am Ashley Chase, founder of Birdseed For Humans. We are the front runners of a new sub-category of granola offering Sprouted Buckwheat Granola at premium grocery stores, Amazon, and on our online store. As for everyone, business got weird through 2020. Things were extremely challenging, but I persevered and landed the BEST partnership I could ever ask for. I still have to pinch myself.
Tell us about what you’ve been up to! Has the business been growing?
Since my last interview at the end of 2019, a lot has happened:
January 2020, I found out I was pregnant. I secured an investor that was going to help me outsource everything so that I could continue to run my business as a single mom but then once things started hitting the fan with covid, they decided to pause all investments, understandably so.
I had a production run scheduled for the beginning of April but then my co-packers shut down for an “undetermined amount of time”. I was out of stock of most flavors because of the surge in sales in May so I had to figure out an alternative option as fast as possible.
Through google, I made a cold call and found a gluten-free industrial kitchen that the kind folks who owned it let me rent for $15 an hour on the weekends along with hiring some of their employees to help me make the granola.
I had already purchased 3,500lbs of buckwheat and was able to at the last minute switch it to be sent to me in Medford, Oregon rather than my co-packers in Washington.
I feel like having that buckwheat purchased was what initially pushed me to continue and not give up.
On top of that, my 15,000 pouches were delivered with multiple errors, including a missing layer of film which left the bags looking shiny and very thin. I also wasn’t thrilled with how the design turned out. This was probably the hardest pill to swallow - packaging up my delicious product in packaging that looked like it belonged in the dollar store.
I continued to press on and make the granola myself again throughout my pregnancy, burning my belly in the oven and wearing compression socks, then again after she was born with her strapped to my back.
On the bright side, being able to make the product myself again enabled me to perfect the production process as well as the recipes. It felt really good to be able to make seamless adjustments and modifications - making any sort of an adjustment with a co-packer is a lengthy, expensive process.
Though many tears were shed throughout this time, I knew it wasn’t the time to make the call to end the business because of all the stress that Covid and being a new mom brought. I thought about it, but knew it wasn’t time to give up yet. I didn’t do any marketing or sales but maintained what I could, as much as I could.
By the summer of 2021, I had lost about 60% of my accounts and wasn’t sure what I was going to do. I was also almost out of the 3,500lbs of buckwheat.
I sent out a mass, to the point email explaining my situation, that I was seeking either a partner or to sell, and through that email, I was introduced to Tessa. I will say, it must have been just absolutely perfect timing. Tessa had previous experience in the CPG world but had taken time out of the workforce to prioritize motherhood and was looking for a new project.
After our first one-on-one call, not sure if it was her charming South African accent or the fact that she ran five marathons, but I knew she had what it took and was extremely pleasant to talk to. I also found out that her husband happened to be the CEO of Darigold.
It took 5 months for the partnership to be finalized (the longest 5 months ever!) but now I can say with much excitement that I FINALLY HAVE A TEAM!!!! Not just Tessa, but also 4 other strategic partners, who all have charming accents are investing both funds and sweat equity into my business!
WHOA! Perseverance is finally paying off!
The new Birdseed For Humans team is:
Ashley Chase, me!
CEO Birdseed For Humans
Previously a project manager at Coles Myer of Australia, now COO and Secretary of Birdseed For Humans
CEO of Darigold, President of Birdseed For Humans
CEO of Zeal Grassfed Milk
Tim Dean
Marketing Advisor, current marketing director for Otis Oat Milk and Part Time Rangers
Peter Harbison - Finance Director
I am still 100% involved as the CEO along with 25% equity. Pressure is now on to deliver to the board and make this business a worthy investment!
The biggest lesson I learned through all of this is to not give up, even when it seems like your only option. It’s okay if 40% of the time you are thinking about it, and it’s normal to think about it, just make sure that more than half the time you are thinking about solutions and how to keep going.
Also, avoid making big decisions when there’s a lot of emotion, stress, and lack of sleep on the table.
What’s in the plans for the upcoming year, and the next 5 years?
Since October, we have completed a brand refresh (goodbye dollar-store-looking packaging) and are preparing for growth! Check out the improvements!
Working on landing Whole Foods as well as New Seasons by May 2022, and working to promote online sales.
Stop talking and start doing, folks. One thing at a time just takes action.
Our goal is to drive sales and growth this year and do our first Friends and Family round of investments in early 2023.
Our 5-year goal is to sell the brand (but maintain its quality) to one of the big guys like General Mills or Kroger. Thankfully, the CEO of Darigold on our team can help us with intros.
Have you read any good books in the last year?
Honestly, I haven’t been able to read or listen much since maintaining my sanity as a human that gets very little sleep due to a nocturnal baby has been my biggest priority. Other moms with nocturnal babies will understand this all too well.
Advice for other entrepreneurs who might be struggling to grow their business?
Don’t just talk about it. Do about it.
I feel like more and more I realize that there are A LOT of talkers out there. Stop talking and start doing, folks. One thing at a time just takes action.
Are you looking to hire for certain positions right now?
I would love to find a social media/email marketing intern that would like to work with me and learn.
We are also seeking to hire someone to help us with Amazon, SEO, GoogleAds, and anything to help drive online traffic and sales.
Where can we go to learn more?
If you have any questions or comments, drop a comment below!
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Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
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