The Irony of Freedom

I have worked my b-tt off for years and years. And not just my b-tt; my mind, my heart, my awareness - everything has been working overtime for New Moon Kitchen.

And I always said - "I want to build up the business so I can be an artist". And now here I am - with of course,  always growth to be had, but with the freedom to truly design it the way I want to.

For years I was a technician in my business - baker/bookkeeper/delivery girl/manager/sales rep/quality control/head of marketing. I did all jobs, all the time.  While my friends were in university or travelling, I was building the business, hoping that my investment would one day make sense.  And it has - but here I am, sitting atop an actualized goal and I don't know what the heck to do with myself!!!!

There is a beautiful story in the book called "the book of embraces" (Eduardo Galeano) about a hamster who had been in its cage all its life, and one day the cage was opened, but the hamster stayed in the cage trembling with the "fear of freedom".

I wonder now if the idea of "being free" (and what is that anyway?!) was what drove me all those years to bust a--. There has never been a moment where I wanted to give up on the business, even when I was down to the last drop of energy and something had broken and some baker had quit and I just couldn't do anymore. I knew I was doing it for something special, and I never resented the business.  

It makes sense now - as I look around at the amazing staff that I have, at the awesome products we make every day, the harmony that is inherent to New Moon. It's a beautiful, successful business!! 

So now what??

Now - oh now - I'm still wearing lots of hats - but they are a different kind. In fact, I'm wearing hats I've never worn before; singer, writer, entrepreneur. These hats make me nervous - I don't "know" what to do next. Does anyone have any idea what it's like for a Type A person to "not know"?! 

To be honest - I think the business is offering me some time to figure it out, to maybe even acknowledge what I have achieved, maybe rest this wild mind of mine...

Not sure yet. On the edge of my seat though.... will keep you posted.

I Baked my First CD

6 years ago a really huge thing happened in my life. It felt like a crossroads and looking back now, it most certainly was.

My best friend and business partner, Susanna, decided to leave the biz and go back to school. I was 25 years old and suddenly faced with a huge decision to make; 'Do I want to run this business by myself? Do I want to make business my career?'.

I was in panic mode all day - I googled other Cookie Business Owners and looked at their pictures saying to myself "But that's not me! I don't want to be that". My stomach was all knotted up.

That evening I had to pick my friend up from the airport, my dad and I drove together. He listened patiently to all my woes and fears and concerns.

"But dad! you know I've always wanted to be a writer and a singer, I don't want to get trapped in business!!"

He calmly replied "you would be foolish to sell your business. It is successful, and it supports you. The key is to make your business a vehicle for you to be able to do what you want to do. Would you rather be a starving artist?"

Well. I am so pleased to announce the launch of my first album: Come Fall.

Recorded in part at New Moon Kitchen, 2 1/2 years in production, with New Moon's support all the way.

We're celebrating with a huge CD release party at the Gladstone Hotel on Sept 30.

Dad - you would be proud.

xo bb
www.myspace.com/edenhertzog

New Moon Cookies Under Fire

hello all
I am writing this post in case anyone came across a certain slanderous blog entry about us that has been circulating the internet.
If you'd like to see the whole story, there was a follow-up article from TreeHugger which tells both sides of what went down in the Cookie War. You be the judge.
http://www.treehugger.com/files/2008/09/cookies-vanilla-vanillin-refined-sugar.php

And just so Baker Babe here can make this clear:
Our product is 100% animal-product free
The refined sugar in the chocolate chips we use is not processed with animal char
the vanilla in the chocolate chips does not contain a petrochemical
And we do not hide ingredients from our customers

We have found a chip that uses pure vanilla - and we will be switching over.

It has been a very disappointing experience dealing with this Bad Press - but it has also been a great learning.
Do you know that feeling when someone says something untrue about you - and you have to defend yourself - and it's frustrating because you know you've done nothing wrong?
Well - that was what went down with this. It had all us Baker Babes acting as warriors. I know it's just a silly blog in the middle of the ether on the web - but geez - somebody messed with my baby! And Baker Babe was not happy about that.

If anyone has any questions about the Cookie War - please email me:
eden@newmoonkitchen.com

Cookies Under Fire!

For those of you who are interested - I wanted to put up a post about some things that have been going on via the web last week.
I blogged about this a few days ago - but just incase there is anyone out there who saw the story and wants some answers - here is the story.
for those who want the history - go to:
http://www.treehugger.com/files/2008/09/cookies-vanilla-vanillin-refined-sugar.php

long story short:
what came under fire about our dear little cookies was that the chocolate chips we used had refined sugar in them (and that refined sugar uses animal bone char in them) and also vanillin.
We did some research and got official statements from our supplier that there was no animal bone char in the sugar - and no petrochemical in the vanillin.

we were also accused of "hiding" the ingredients in our cookies.
This issue is more relevant, I think, than the other accusations and I feel deserves an explanation to anyone who is curious as to why the ingredients of the chips are not on the bags.
When we designed our packaging in 2004 - the labeeling laws were less stringent in Canada. Especially for companies making under $1 million in revenue annually.
Since then Canada has changed its laws - unfortunately, we still had many many thousands of bags to use up.

I do apologize if anyone feels undersold by this - the

You Can't Please 'Em All...

So this funny thing happened today that has inspired me to do some blogging.  And wow, it HAS been awhile.

One of my fabulous "baker babes" has been reading up on some blogs related to food & vegetarianism etc... She ended up sending a gift package to a Blogger out in California to pitch a company write-up.

Well, the plan kind of backfired because the Blogger decided to write some pretty slanderous things about our company! wow. got me all fired up.

This blogger is a vegan and was very upset with our choice of Chocolate Chips because they contain Refined Sugar and vanillin.

So I am reading this blog which is very "bold" (let's say) and ooooh - I am getting all fired up because well, New Moon is my baby!! and who does this person think they are and blah blah blah.

I had to take a deep breath and have a little think about how to respond. So many things flooded into my mind in response to the "chocolate chip attack".

Yes, we use a chocolate chip that contains refined sugar, but it is the best quality chip we could find that is dairy free, nut & peanut free, and Kosher Parve. 

If anyone out there knows of a manufacturer that is all those things + 100% vegan - shoot me an email.

It really got me thinking about how difficult it can be to please everyone. We are in the process of creating a gluten-free cookie and man, trying to make a YUMMY gluten-free cookie without dairy, eggs or nuts is HARD. but we're getting there...

At the end of the day - we are about making a quality product. We are about creating a great company, promoting goodness, and having a blast as we climb the cookie ladder.

And yes - there will probably be many people who don't agree with some of what we do, or who don't like our cookies, or who think "baker babe approved" is a silly thing to put on a bag of cookies.

oh well. you can't please 'em all. 

but at least my Nephew Elliot likes 'em (see major cuteness above). 

xo bb

Planting Seeds

A girl like me is always looking for inspiration. It's part of my job. I have to look forward, think ahead, dream into the future. All that good stuff.

New Moon had a stupendous weekend at the Green Living Show. We sold out of cookies and I had to drive up to the bakery and steal our back-stock just to keep the customers happy! The coolest thing (for me) was the fact that all the Mooner staff ran the booth with me. I felt so proud to have such awesome, enthusiastic people working with me and making New Moon grow. 

Part of my plan for the weekend was to leave the show in the Mooners' hands on the last day and drive to Chicago with my best friend (Shoshanna - you all may remember her, she's in the New Moon archives. The co-founder!).  

The pull to Chicago was for the Global Food & Style Fancy Food Show. I'd read up about the show and wanted to see it for myself.

I loaded up my little car with cookies, plenty of mix CD's and we hit the open road to Chi-Town.

The show itself is a whole other blog post in itself - but man, there were at least 1000 vendors all selling their "latest and greatest" products. Samples were flying left, right and center. There are only so many cheese sticks and chocolate covered Goji berries a girl can eat...

As I wandered the aisles of that massive show I felt so clear in my direction. It reminded me of my dream to take New Moon across the nation and into the states. Spread the love, as it were.

And it wasn't that the show was inspiring per se - in fact, there was so much crap food in there it could have been enough to scare me out of the food industry. It was the pure feeling of knowing that I can do what I dream to do, and that I have an amazing product to offer people - in good consciense!! 

Highlight of the show was over-hearing a conversation that a buyer for a very big (health food!) supermarket chain was in the aisle behind me. I grabbed my wheeled-suitcase full of cookies and chased him down.

"Can I give you some cookies?" I offered, out of breath.

He accepted, checked out the package and told me which distributor to get. Then he gave me his card. I know it's a small thing - but I planted a seed. And I was just flying after that!

That's how we dream the future, right?

It's Not All About Me...

Since the beginning of New Moon's time I have built up the "personability" of the business. I have made the business an extension of myself. I know all my clients personally, treat my staff like family, I put my own face on a bag of cookies. On another level, I work ridiculous hours because this business is "an extension of myself".
Lately I notice that my approach is limiting.
Here I am putting heart and soul into making this business grow, for the sheer desire of fulfilling a vision. And I'm trying to do it all myself - my marketing strategy is to "offer myself" and people will somehow know to buy New Moon cookies because I'm such a nice young lady.... ha ha.
Or - my clients will continue to purchase from New Moon because they know Eden. Or - my staff will work here forever because I'm a great boss... etc etc
So if I have to keep everyone and their mother happy all the time - how in the heck do I grow my business??
What I'm noticing is that the business itself - New Moon - is outgrowing this personality. it's much bigger than me, and furthermore it wants to do its own thing. I can only liken it to a teenager whose mother wants to go to a party with it. Not cool...

So New Moon is not me, and I am not New Moon. I'm just one element in its development.
What's the key then?? I now believe that in order to have a successful business that does not suck my life-blood from me, I must create a neutral container. Wait, it's coming.... A SYSTEM!

A system in which many can shine and excel - not just one. A system which allows New Moon to stand on its own and be marketed for its own excellence.
A system which does not rely on my round-the-clock presence for success.
Of course this is an ego battle - my ego has thrived on being so damn important in my business, it's given me self-worth.
But let's face it - it's sort of unhealthy to be co-dependent with a business...

ch-ch-ch-changes

If there's one thing I can count on, just one thing, it's that things change. Just when I'm in a cosy pocket something happens to propel me out of cosiness.
I am starting to get used to the idea that while a business offers security, it doesn't go without a price.
When New Moon was a partnership, it was more about me. A Partnership is much like "a partnership", and I would say it's similiar to having a baby; you're both responsible for it and it doesn't do much outside of what you provide for it (like, a baby can't get up and walk around and do its own laundry).
When my partner left the business I decided to incorporate. Thus birthing an "entity". It makes sense for legal and business reasons. It also gives more potential for growth.
What I have learned about owning a corporation is that it IS its own entity, it CAN walk around and do its own laundry and make friends and all that. It can also decide its own fate. I know that sounds strange but it is the truth for me.
A corporation is the ship, it's the vessel, the vehicle. And yes, I am the Captain.
Last week the boat changed its course. There were factors involved, the winds, the weather - but I would say that the Ship also had a sense about a new direction. This was unbeknownst to me, its captain. Just all of a sudden, we were moving in a new direction. My job - well, my job is to move forward, to follow my instincts, and to let my ego take a seat.

The moral of this whole story is that the only way to prepare for change is to know that it's bound to happen. Be open to it. Accept that it may not be what I "had in mind", but if a business is strong enough, has been "raised well" it will know better than you where it wants to go. The key is to be able to listen to what it wants.

Growing Up

I've been reading this book off and on for about a year - it's called "The E-Myth: Why Most Small Businesses Don't Work and What to Do About It". Intriguing, huh...
I got through the first chapter and felt "full". One of the first things he writes about is that a technician and an entrepreneur are two very different things. In order for a business to move from small, to medium, to big - the owner has to be the entrepreneur.

I think it's a conflict for most business owners - I see it all the time. The business owner mopping the floor at night - because nobody does it as well as they do (in their mind), the business owner doing all the bookkeeping, all the work, serving customers - because nobody cares as much as them.

I don't think it has anything to do with that! Obviously, no one will ever care as much as the owner. It's a different relationship. But I think the real reason why owners insist on STAYING technicians is fear; fear of taking things to the next level, fear of having that little business seedling go into full bloom. It's a huge responsibility - no question. And maybe it's not every business owner's dream to have a big company.
I can only speak for myself: I want that big dream. I've always seen it. New Moon wants to grow. and I want to be the one to take it there.

But here I am, stuck in a cycle of switching from Entrepreneur to technician - back and forth, back and forth. Right now we are down two bakers - and it's me and the manager pushing dough all week - on top of all the other myriad tasks.
When I am called into bake I feel confident, I know how to bake, I can do it with my eyes closed at this point. it's a safe zone for me. But I also feel stressed - if I'm baking it means I can't grow the business, it means that some things are on hold.
When there is no need for me to be in production, I sit at my desk with my head in my hands, wondering where to go from here... I am in the unknown. How DO I take my business to the next level? How DO I hand in my apron?
There's really only one way to deal with the unknown:
LEAP! eyes closed, whatever it takes - just move forward. I may fall miserably, I may stumble, or I may succeed. The knowledge I need is waiting somewhere.

First step: I have to make a clear decision - I have to draw a line in the sand. Take off the apron, make sure I have a solid foundation. and go for it.

Second Step: Hire people who will be part of the movement forward.

Third Step: I have no idea. I'll keep you posted.

Hello My Name is Eden and I'm a Businesswoman

IMG_2744
Originally uploaded by edenarabella

The other day someone introduced me as "a baker", i quickly corrected them with: "businesswoman".
It struck me afterwards - this moment of dichotomy in my little life. Obviously, I love baking - but I'm not a baker anymore. Baking got me where I am today - in this new and deserved seat of Entrepreneur.
It has taken me a long time to equate myself with business. Business has such stigma attached to it; dark suits, crisp ties, wheelings and dealings, clammy handshakes. And I just never wanted to be that! But I admit it - I love Business. I love the maneuvering, the problem solving, the multi-tasking, and the inevitable win of bringing a company to its next level.
People often ask the question, 'what gets you up in the morning?' and for me it's the prospect that every day is a day to make my business grow, to nurture it, discover it, navigate it. It's always exciting.

This is the nerdiness of the entrepreneur! I am letting you all in on my secret here. I'm a business nerd - but I don't wear a dark suit or crisp tie and I sure as hell hope my handshake isn't clammy.
We're all in business in some way or another; whether working for one or owning one. I think people get locked into believing that business is solely about the pursuit of money (which it may be for some). There's another side though - the awesomeness of being able to create something and watch it grow. This is a win far greater than anything else. True success comes from how you achieve something, not what you achieve.

Those are my deep thoughts for today.