In a world where food allergies affect millions, one woman’s journey from concerned mother to groundbreaking entrepreneur has not only transformed the snack industry but also paved the way for a more inclusive food landscape. This is the story of Denise Woodard, founder of Partake Foods, whose personal challenge became a mission to ensure that everyone can enjoy safe, delicious treats without compromise.
The Spark of Inspiration: A Mother’s Love Meets Market Gap
Denise Woodard’s path to entrepreneurship began not in a bustling startup incubator, but in her own kitchen. When her daughter was diagnosed with multiple severe food allergies, Woodard faced a challenge familiar to millions of parents: finding safe, tasty snacks that wouldn’t trigger a dangerous reaction.
“I remember standing in the grocery aisle, reading label after label, feeling frustrated and helpless,” Woodard recalls. “I realized that if I was struggling this much, other families must be too.”
This realization was more than just a fleeting thought—it was the catalyst for what would become Partake Foods. Woodard saw beyond her personal dilemma, recognizing a significant gap in the market. With 32 million Americans living with food allergies, the need for allergen-free snacks that didn’t compromise on taste was clear and urgent.
Crafting the Vision: More Than Just Cookies
Woodard’s vision for Partake Foods went beyond creating another cookie brand. She aimed to build a company that stood for inclusivity, health, and enjoyment for all. Her business concept was simple yet revolutionary: develop delicious, allergen-free cookies that avoid the top nine allergens, including nuts, dairy, and gluten.
“I wanted to create snacks that over 90% of Americans could enjoy safely,” Woodard explains. “But more than that, I wanted to change the conversation around food allergies and inclusivity in the food industry.”
This approach not only addressed a critical need for those with allergies but also appealed to a growing demographic of health-conscious consumers looking for better-for-you snack options. Woodard’s business model was built on three key pillars:
- Safety First: Rigorous testing and dedicated allergen-free manufacturing facilities to ensure zero cross-contamination.
- Taste Without Compromise: Developing recipes that rivaled traditional snacks in flavor and texture.
- Accessibility: Making allergen-free snacks widely available and affordable.
Navigating Challenges: The Uphill Battle of a Pioneering Entrepreneur
Woodard’s journey from concept to successful business was far from smooth. As a woman of color entering the competitive CPG (Consumer Packaged Goods) space, she faced hurdles that would have deterred many aspiring entrepreneurs.
Funding Frustrations
The most immediate and daunting challenge was securing funding. “Less than 1% of venture capital funding goes to women of color,” Woodard notes. “I quickly realized I was facing an uphill battle.”
Undeterred, Woodard took a bold step—she sold her engagement ring to fund initial production. This personal sacrifice was followed by a successful Kickstarter campaign, which not only raised capital but also validated the market demand for her product.
Manufacturing Mayhem
Finding a manufacturing facility that could guarantee a completely allergen-free environment proved to be another significant hurdle. “Most facilities work with multiple brands and ingredients,” Woodard explains. “Finding one that could ensure zero cross-contamination was like searching for a needle in a haystack.”
Through persistence and networking, Woodard eventually partnered with a facility that shared her commitment to allergen safety, setting a new standard in the industry.
Breaking Through Barriers
Perhaps the most significant challenge was breaking into an industry dominated by established players. Woodard’s persistence paid off when she became the first Black woman to raise over $1 million publicly for a CPG startup, attracting investments from high-profile backers such as Jay-Z’s Marcy Venture Partners.
“That moment wasn’t just a win for Partake,” Woodard reflects. “It was a statement that diverse founders with innovative ideas deserve a seat at the table.”
Pivotal Moments: From Kitchen to National Shelves
Woodard’s journey was marked by several pivotal moments that transformed Partake from a hopeful startup to a national brand:
- The Whole Foods Break: Securing placement in Whole Foods Market was a game-changer, providing both validation and visibility.
- Target Expansion: The decision to partner with Target expanded Partake’s reach exponentially, making allergen-free snacks accessible to millions more consumers.
- Celebrity Endorsement: Jay-Z’s investment not only provided capital but also massive media attention, catapulting Partake into the national spotlight.
- Product Line Expansion: The strategic move to expand beyond cookies into baking mixes and other snack categories opened new markets and revenue streams.
Building a Brand and Community: More Than Just Sales
Woodard understood that Partake’s success hinged not just on product quality but on building a brand that resonated with consumers on a deeper level. Her marketing strategy focused on three key areas:
- Authenticity: Sharing her personal story and the mission behind Partake created an emotional connection with consumers.
- Education: Partake became a resource for allergen awareness, positioning the brand as a trusted authority in the space.
- Community Engagement: Initiatives like the Black Futures in Food & Beverage fellowship program demonstrated Partake’s commitment to social impact beyond its products.
“We’re not just selling cookies,” Woodard asserts. “We’re building a movement for inclusive eating and empowering underrepresented entrepreneurs in the food industry.”
Time Management and Productivity Hacks: Balancing Growth and Vision
As Partake grew, Woodard had to master the art of time management and productivity. Her approach combines mission-driven focus with practical techniques:
- Prioritize Based on Impact: “Every morning, I ask myself: What three things will move the needle for Partake today?”
- Embrace Imperfection: “Progress over perfection is our mantra. It keeps us moving forward without getting bogged down in details.”
- Leverage Technology: Woodard utilizes project management tools and automation to streamline operations and communication.
- Strategic Delegation: “Knowing when to let go and trust your team is crucial for scaling without burning out.”
Financial Insights: From Kickstarter to Multi-Million Dollar Brand
Partake’s financial journey is a testament to Woodard’s strategic vision and execution:
- Initial Funding: From selling her engagement ring to raising $30,000 on Kickstarter.
- Series A: Raised $1 million in 2019, breaking barriers for women of color in CPG startups.
- Growth Capital: Secured approximately $20 million in total funding by 2023.
- Retail Expansion: From 350 stores in early 2020 to over 5,500 retail outlets nationwide by 2023.
“Financial growth is important,” Woodard acknowledges, “but it’s a means to an end. Our true measure of success is the number of families we’re able to serve and the positive impact we’re making in the food industry.”
Mindset and Personal Growth: The Entrepreneur’s Evolution
Woodard’s journey has been as much about personal growth as it has been about business development. She credits her success to cultivating a growth mindset and commitment to continuous learning:
- Embracing Failure: “Every ‘no’ brought me closer to the right ‘yes’. I learned to see rejections as redirections.”
- Continuous Education: Woodard regularly attends industry conferences, reads voraciously, and seeks mentorship from seasoned entrepreneurs.
- Giving Back: “Teaching and mentoring others has been crucial to my own growth. It forces me to articulate and refine my own knowledge and experiences.”
Collaboration Strategies: The Power of Partnership
While Partake began as a solo venture, Woodard quickly recognized the power of strategic collaborations:
- Supplier Partnerships: Working closely with allergen-free ingredient suppliers to ensure quality and safety.
- Retail Collaborations: Partnering with major retailers like Whole Foods and Target for nationwide distribution.
- Brand Partnerships: Collaborations with established brands like Ben & Jerry’s to create innovative, allergen-free products.
“Collaboration has been key to our rapid growth,” Woodard explains. “It’s allowed us to leverage expertise, reach new markets, and amplify our impact far beyond what we could do alone.”
Metrics for Success: Beyond the Bottom Line
While financial growth is important, Woodard measures Partake’s success through a broader lens:
- Impact Metrics: Number of schools and communities educated about food allergies.
- Diversity Goals: Percentage increase in underrepresented groups in the food industry through Partake’s initiatives.
- Product Accessibility: Number of households with access to allergen-free products in their local stores.
“True success for us is creating a world where no one feels left out because of their dietary restrictions,” Woodard asserts.
Looking Ahead: The Future of Inclusive Eating
As Partake Foods continues to grow, Woodard’s vision extends far beyond the snack aisle:
- Product Innovation: Expanding into new categories like savory snacks and meal solutions.
- Global Expansion: Bringing allergen-free options to international markets.
- Industry Leadership: Continuing to advocate for diversity and inclusion in the food industry.
“We’re just getting started,” Woodard says with enthusiasm. “Our goal is to make allergen-free, delicious food the norm, not the exception.”
Conclusion: A Recipe for Entrepreneurial Success
Denise Woodard’s journey with Partake Foods is more than a business success story—it’s a blueprint for purpose-driven entrepreneurship. By turning a personal challenge into a mission for inclusivity, Woodard has not only built a thriving business but has also paved the way for a more diverse and accessible food industry.
For aspiring entrepreneurs, Woodard offers this advice: “Start with a problem you’re passionate about solving. Let that drive you through the challenges, and never lose sight of the impact you’re working towards. With persistence, creativity, and a commitment to your vision, you can turn any obstacle into an opportunity for innovation.”
As Partake Foods continues to grow and evolve, one thing remains constant—Denise Woodard’s unwavering commitment to making the world a little bit sweeter, safer, and more inclusive, one cookie at a time.
Additional Resources:
- Partake Foods Website: www.partakefoods.com
- Black Futures in Food & Beverage Program: www.partakefoods.com/pages/black-futures-in-food-beverage
- Food Allergy Research & Education (FARE): www.foodallergy.org
Social Media:
- Twitter: @partakefoods
- Instagram: @partakefoods
- LinkedIn: Denise Woodard