Evie Waxman talks to us about her journey from being interested in healthy foods to actually producing and stocking the most delicious healthy, Free From cookies around today. She lets us question her every move; from how she launched to where she’s at, via how she got there.
Tell us about the journey that led you to launch your brand Raw Bake Station…
I founded Raw Bake Station around 5 years ago, because I had a true passion for clean living and clean eating. I was unhappy with the amount of sugar, additives and preservatives that were in many snacks, and I wanted something healthy but tasty. I was traveling Australia and stumbled across veganism and raw foods, so I embarked on a few nutrition classes and vegan classes. All I could find back then were bland tasteless vegan foods, rubbish free from foods, and gluten free foods that were packed with sugar and lots of bad things. So, after lots of vegan coffee shop visits, and trying some delicious healthy free from foods in Australia I knew that this was what I wanted to do. So, I returned from the other side of the world with an idea to launch a clean label, free from, plant-based snack for everyone to enjoy. I wanted other people like myself to eat snacks that were healthy alternatives to what we were all used to. And, Raw Bake Station was born on the kitchen table at home back in Manchester. I started doing market stalls to now selling across the UK to stores like the Co-Op and Ocado, and over into Europe via export. All this was started from a personal passion I had for clean living.
What’s been the biggest challenge you’ve faced and how did you overcome it?
I would probably say that taking the leap from market stalls into the wider world of supermarkets and premium stores was the biggest challenge. I overcame this by simply having the balls to contact each buyer via LinkedIn, I found out their company address and drove to London blagging my way into their office and presenting my product. Someone was looking down on me that day, because the person I originally went to see at Planet Organic wasn’t in the office, so I met with a different buyer, and that’s how I got my first major retailer on board! I was brave, had guts, and was persistent.
If you were to describe your business mantra in three words, what would they be?
We are…
We can…
We will…
What advice would you offer anyone interested in venturing into the world of healthy sweet treats?
Starting a business is tough, so you have to be passionate about what you’re doing, because it’s passion that keeps your driving force moving through grey days. You also need to know your market, your retail customer (store where you stock your product), and your consumer. This will help you understand your brand identity and stop you from making wrong decisions when it comes to stocking your product in the right kinds of stores for the correct customer. Also, join start-up communities, and network with other people in the same industry. Reach out to them as they will be able to offer advice and it’s really good to have a strong network behind you.
Talk us through an average business day in your life…
As we have now moved all our production to a factory my day focuses on strategy, sales and marketing. I have an amazing team of three, and we concentrate on PR and check that we’re hitting our targets. I used to be out and about at meetings all the time, but since Covid we have moved these to zoom, but I much prefer in person meetings!
Business can be an upward struggle at times, what do you do to stay positive?
Allowing yourself breathing space away from your business will help you rejuvenate and come back hitting harder. Always celebrate your small wins throughout your business too, because when you work for someone else they give you a pat on the back, but when you work for yourself you need to be that person who still gives you and your team a the pat on the back. Another positive is to look back at what you’ve achieved, you might not think it’s much, but looking back will make you realise how far you’ve come. Surround yourself with founders, and people on a similar journey to you, they can be hugely motivating. Lastly, listen to podcasts, they’ll keep you moving! I listen to many but recommend ‘How I Built This’, and ‘How To Fail’ by Elizabeth Day – both are brilliant podcasts.
What is your go to quote when lacking motivation?
To achieve, you must believe.
How much has social media played a role in the success of your brand?
Social media has played a huge part in our success. It’s helped us grow a community and a following of fans, and it helps us stay close to our customers in understanding what they do and don’t like. Social media is a free marketing tool that helps when you don’t have thousands of pounds to spend with a marketing agency.
How do you want people to feel when they first eat one of your crookies?
Our Crookies are #CriminallyGood so I guess I want them to feel criminal! No, I guess orgasmic, ha ha ha, no I just want them to be enjoyed and taste how really really good they are! Wowed even.
Our readers love to travel, what destination is at the top of your bucket list, and which of your crookies would you pack in your hand luggage?
I would love to go to India for a month and South America for six months to travel around. I would have to take a full case of vanilla choc chip, because I’m going for six months right! I mean, I love all our flavours, but I am addicted to our vanilla choc chip.
What’s next for you and your brand?
We are bringing out new products and new listings in the near future, which is very exciting for us. We recently launched into Ocado, which has been a really big win, and we’re aiming for more retailers UK–wide and internationally. Keep your eyes peeled!
Where can people find out more about Raw Bake Station and where can they buy some of your crookies?
Check out our website Raw Bake Station where we offer a sample pack, one of each to have a cheeky try. You can also find us online at Ocado, Amazon, and Daylesford, and don’t forget our Instagram @rawbakestation
Today, we’re offering 15% off with code #HOUSEOFCOCO15 on our site for you!
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