009: Twice-Baked Nostalgia— How to Reimagine a Family Recipe to Conquer New Markets with Stephanie Berlin

Essential Ingredients Podcast

English - October 31, 2023 13:00 - 27 minutes - 22.4 MB - ★★★★★ - 127 ratings
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Previous Episode: 008: Fun and Funky Blobs— A Tastier and Healthier Take on Candies with Mike Schanbacher and Nicholas Kheny

Next Episode: 010: From Bean to Green: Roasting a Solid Foundation for Growth with Melissa Villanueva

“Food is a unifier. We are more similar than different and that cultural aspect is really important.” —Stephanie Berlin

An entrepreneurial journey with cultural flair!

Once upon a time, biscotti and cookie had a serendipitous encounter, and they birthed a magical creation called Wandel. Baked by Stephanie Berlin, this delightful treat with its adventurous spirit, ignites a love affair with taste buds worldwide. Crafted with utmost care and using natural ingredients, Wandel transports its customers to a nostalgic paradise with every crumble. The mere sight of this baked beauty is enough to make hearts flutter and mouths water. Truly, baked goods are the universal love language, and Wandel is the whimsical ambassador that keeps the world craving for more fearless flavors and sweet memories.

Tune in as Stephanie gets real about the highs and lows of starting a business from scratch, details on exciting new collaborations just in time for the holidays, plus insider tips for nurturing retail partnerships from day one. Press play to join the adventure of building community and culture through food!

Meet Stephanie:

Stephanie Berlin is the CEO and Founder of Wandel, a twice-baked cookie company based in New York. She launched Wandel in 2021 after being inspired by her mother's mandel bread recipe. Prior to starting Wandel, Stephanie worked in the film industry for over 10 years in roles such as film marketing and development. As the head of her own company, Stephanie has learned about various aspects of running a business from operations to finances. Under her leadership, Wandel's classic recipes are available online and in select stores in New York. Stephanie continues to grow the business while staying true to its roots in Jewish culture and tradition.

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Episode Highlights:

01:35 A Modern Take On Traditional Cookies

06:39 Cultural Food Branding and Integration

12:57 Starting a Business Without a Plan

17:44 Starting a Business with Limited Funds

22:44 A Focus on Cultural Relevance