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Staying True To Your Brand In A World of Mass Distribution

Career

When we started our specialty food company Date Lady in 2012, we were excited to conquer the world with a new product that would offer a clean alternative to the processed sugar predicament stalking US households. We had discovered date syrup while living in the Middle East. We were attracted to the syrup not only for its luxurious taste, but because of its simplicity as it is made only with 100 percent dates. Sure, there were things like agave nectar on the market, but deriving agave nectar from a plant is a complicated chemical process that takes some education. Date syrup production can be surmised by just about anyone – an uncomplicated, one-ingredient product without anything added to it, full of natural vitamins and minerals and ready to be enjoyed on pancakes or in coffee. We loved the concept of clean, simple food and saw the opportunity in an increasingly concerned US market. So, we went for it, and we immediately sold the syrup to some of our favorite specialty and organic food stores and eventually expanded our line to include six products. One of those products was a caramel sauce that used the natural caramel notes of the date syrup for a base. By reducing it a little, and then adding caramel extract and sea salt, we were able to create a delicious sauce without the use of any added sugars.


Eventually, we ran into a complication with the caramel extract. Most of you know what an extract is. Think of vanilla extract. You can easily make it yourself at home by splitting open vanilla bean pods and letting them soak in an alcohol (such as vodka) for a length of time. The alcohol extracts the vanilla from the vanilla bean. It’s a straightforward and wondrous process. We inquired of our then supplier about the caramel extract and how it did not add any calories or significance to the nutrition if it indeed was extracted from actual burnt sugar, cream or any of the other common ingredients you would use in real caramel.

They never answered these questions directly and eventually changed the title of the product we were purchasing to caramel “flavor,” which changed the ingredient by definition. We were reassured by that supplier, and others, that the flavor was non-GMO and contained none of the common allergens, which put our minds at ease to a point.

We kept coming back to the same question – How can we sell a product without knowing what is in it, no matter how minimal its amount is in the recipe? Since our company mission is to offer only clean and simple ingredients, you can understand our dilemma. If we couldn’t understand an ingredient, no matter how accepted by the public, then we couldn’t feel good about putting it into our products. Was it our second best selling item? Yes. Would people continue to buy it regardless of our troubled conscience? Yes. So could we keep going with it? Negative.

As we got to the end of our caramel flavor investigation, we decided that we had to make a change. We still had the caramel in Amazon inventory, in our warehouse, and on shelves in stores around the country. But we knew that we had to make the transition. Just like that. We saw the restock orders come in from retailers and distributors and we contemplated making further batches to fulfill those orders, but the truth was, if we did that, we’d be continuing to invest in & promote a product that we didn’t feel 100 percent about just to avoid losing sales or to take the easy path.

DateLady products.

I had always wanted to produce a different caramel, in a more traditional way, using real cream. I had done some experimenting just for fun, with the future in mind, but had never brought the recipe to completion. With the original caramel now at its end, we decided now was the time to get that caramel with cream ready for market. We ended up going into absolute overdrive on the recipe hoping to launch it as a replacement for the caramel without missing a beat.

Colleen Sundlie.

Not only did that put us in a precarious situation to quickly find the right suppliers and get the recipe sewn up, but it required a substantial amount of test batches, as well as investing an exorbitant amount of cash in lost product, labor and marketing. I think most of us know what the cash flow is like for young companies. Tight! The other notable factor was that the original caramel was dairy free and because of that, we had a significant vegan following. So even if we had a caramel to replace the old version, we didn’t want to leave our vegan customers hanging. So, we rolled up our sleeves and simultaneously worked on another option we had started on a year prior that hadn’t been completed. Vegan Coconut Caramel.

We ran into many problems and it almost broke us. But in the end, after many long hours, late nights and restless sleep, we had two new products ready for retail to replace the older one that we were discontinuing. We often questioned if we were making a good choice, but we always came back to the fact that we couldn’t sell something that wasn’t true of our philosophy.

So, in March 2017, we launched both caramel sauces. We ended up winning the prestigious Specialty Food Association Sofi award for our Date Caramel, a competition we had entered our original caramel in for three years previously without success! And, our sales are already showing favorable results with both caramels together on a path to outpace the original caramel numbers. Regardless of those successes, are staying true to our brand, and that makes us happy.

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Self

I Have Been Bullied Both At School and At Work. Here's What It Taught Me

Starting with a little background, I am an anti-bullying advocate and have recently graduated from The Parent Leadership Training Institute, where as part of our studies we were asked to come up with a community project close to our hearts and put it into action. My cause was bullying, and I began a blog and Facebook page to address issues pertaining to all forms of bullying. Implementing this project was followed by a thre- minute speech to my peers, and, after all this, here is what I have learned about bullying.


Bullying makes people feel bad about themselves, leading to feelings of inadequacy, low self-esteem and even physical symptoms. The repercussions of bullying can cause people to miss school or work as well as countless other negative side effects.

I have been bullied both at school and at work, and I know of others who have suffered the same plight. It is not fun!

My first bullying experience was in seventh grade as a young teen. There was a group of three "mean girls" who harassed me and, I later found out, several of my friends; they thought it was funny to pick on others about their clothes, their looks or whatever else they could come up with (who knows). It felt awful at the time. Supposedly, I was chosen to get picked on because they claimed I bought my clothes at the Goodwill. That wasn't true, but really who cares? Why they were picking on me was never really the point. Luckily, after a while, the meanies went on to the next victim(s) like a never-ending cycle. I tend to think once a bully, always a bully, which goes to show how good a lifestyle that is, because those "mean girls" never amounted to much. In hindsight, I feel sorry for them. Watch the movie The Gift if you're really curious about what happens to bullies when they grow up.

And bullying was not just an issue when I was a teen, since then nothing much has changed. My own nephew was bullied in eighth grade, and he recently talked to me in depth about of how the bullying took a toll on him. Especially because I had the same experience, I could relate to him in ways that some others couldn't. Like reliving my own memories, I was incredibly broken up to hear how it made him feel.

Even worse than that, bullying does not end in the school yard. Employees are being bullied on the job at an alarming rate. When you are bullied on the job as an adult, it taken an even bigger toll. Further it doesn't just go away like those middle school "mean girls." Unless you can quit your job, you might just be stuck. There are all kinds of physical symptoms, stomach pains, migraines and even panic attacks. Beyond the physical, people's mental and emotional state is extremely sensitive to bullying, and as a result work performance might suffer. Furthermore, it might feel like there is no recourse, no one to believe you. You can hope that the HR Department is willing to listen and do something about it, but the whole process can be so disheartening. And in the hierarchical corporate environment, sometimes the bully seems to get ahead and you are left lagging behind in a subservient position. This is what happened to me as a victim of workplace bullying. It started with me being told by a co-worker that my boss was following me to the bathroom, staring down the hall whenever I left my desk to make sure I came right back to my seat. Then it was standing over me as I typed, ordering me to get in a car with them, not allowing me to sit somewhere if it wasn't within their sight. The list of offenses could go on endlessly. There were times I felt like I couldn't breathe. And then, the bully torturing me got a promotion. Like the character of Miranda Priestly in The Devil Wears Prada, the classic bully is revered by her peers, despite the fact that all of her employees are terrified of her. Yet, she is in a role of high stature and praised as a bully. We live in a culture that is not only complacent in the existence of bullies, but one that actively allows them to thrive.

It makes you realize how unfair life can be. Of course, no one said that life would be fair; maybe you just assumed that bad people would not get ahead. But, they do. Even now, I cannot help but to shake my head in disbelief. I often wonder what makes a person feel the need to laud their power over another. Are they insecure? Were they bullied themselves? They must feel bad about themselves in some way? Do they feel the need to do this to make themselves look good? Whatever the reason, it certainly isn't nice at all. I have found myself at different times in my life standing up for people who have been bullied around me. And I certainly do not allow anyone to treat me in any way that I find disrespectful. I truly believe in karma, and I tell myself that at some point in time, the bullies will get it back in some way. I have seen it happen, and in the meantime, I just say to myself "What goes around, comes around."

Bullying shows no sign of slowing down, and in this day and age, it's even worse than I have experienced in the past. Cyber bulling, rumors, fist fights, knifes, guns and other forms of both mental and physical cruelty, it truly sickens me. I know that I cannot save everyone, but I try to be an advocate as much as possible and encourage others to do so as well. NO ONE SHOULD BULLIED! It is disgraceful to say the least. You should always practice grace as much as you can. With every person who chooses to do so, the world gets a little bit better. I will be writing more on this topic on a regular basis; I feel it helps to talk about this subject aloud and spread the word. and, if nothing else, be kind.