Seeds of Change: Shining a Spotlight on Female Trailblazers in Plant-Based Food for Women's History Month

The International Women's Day 2023 campaign theme is #EmbraceEquity, which acknowledges unique challenges and barriers people face, urging action to create a more equitable society.

We're honoring Women's History Month and the #EmbraceEquity campaign by spotlighting our Empowered Eats Giveaway partners who promote a sustainable and ethical food system. Hear their stories of empowerment, how they planted their seeds of growth, and the importance of women's representation in the industry.

Bread SRSLY

Tell us about yourself! 

I'm Sadie Scheffer, founder and CEO of Bread SRSLY! I live in El Sobrante, CA.

Who is a historical woman or woman in your life that you admire and why?

I'm a HUGE Brené Brown fan. Her book Dare to Lead has been a transformative influence in the way that I define leadership. I started Bread SRSLY when I was 22, so I learned how to run a business by taking whatever advice I could get my hands on. Brené Brown's work on psychological safety and vulnerability helped me discard some "best practices" I had picked up that were not actually aligned with my values or the company's values, and allowed me to co-create (along with my team) a culture of communication and psychological safety at Bread SRSLY.

Can you share a personal experience where you felt empowered by your unique background in your professional life, society, or community? 

Last year, I met some amazing women business leaders at an overnight event, and one of them suggested we form a support group. Now we meet monthly to share wins and issues, offer perspective, and ask for advice. These are the women I text with when I need help making a quick decision, or call when I'm feeling stuck or scared. This group of women has been so incredibly supportive, open, comforting, and empowering. It's so important to cultivate community when running a business, and being in community with other women is powerful and uplifting. 

As a female leader in the plant-based food industry, what is your perspective on the importance of women having representation in this space, and how do you think it can drive innovation and progress in the industry?

It's really hard to be the First one to do something. With women leaders in the industry, it's so much easier to have the courage to start, to get your foot in the door, and to put yourself and your brand out there. There are lots of critics out there, and imposter syndrome is REAL. It's grounding to look at other women I admire in the food world and know that this path has been walked before. There is also a true pay-it-forward mentality among women in the natural food industry through offering mentorship and advising to smaller brands, who in turn offer it to micro brands, and hopefully, that is a virtuous cycle that keeps on giving. As for progress in the industry, there are so many great initiatives already happening because of women leaders in the plant-based industry. From Miyoko Schinner partnering with dairy farmers to convert their land to improve soil health to Trishna Saigal innovating with plant-based proteins, women are pushing the envelope to help people and the planet.

As we celebrate Women's History Month, what advice would you give to young women who aspire to become leaders in the plant-based food space?

While there are myriad challenges you will face while starting or running your business, you are a strong woman and you deserve to bet on yourself. The natural products industry at large is still majority male, majority white, but women-led businesses are a rising tide. Women leaders are more likely to create fair and equitable workplaces and supply chains, and those in turn can change what it means to do business. Also, spend some solo time defining success for yourself. If you can ignore the noise and the social (and financial) pressures that tell you success looks just one way, you will create a target that is right for YOU. Success might mean being the biggest, fastest, or first to market, OR it might mean running an equitable 3-person business that gives back to its community, or anything else. Literally every idea is on the table if you allow yourself to be really honest. Following your own definition of success is overall a more joyful and integral path than chasing someone else's ideal.

How do you believe women can continue to break barriers and make history in the future?

Women and non-binary folks can continue to break barriers and make history by coming together, collaborating, and offering mutual support. We are not in this alone, and we are stronger together. Be friends with your competitors, build bridges, nurture your relationships, and tell your stories. Your stories are magical and will change the industry, the consumer mindset, and the conversation around what it means to be plant-based.

Cult Crackers

Tell us about yourself! 

I’m Dianna, the co-founder of Cult Crackers, makers of hand-crafted organic seed crackers. I live and work in Berkeley, California.

Who is a historical woman or woman in your life that you admire and why?

I’m a fan girl of the amazing women in Thistle’s Empowered Eats Giveaway. Each of these four women have had a big impact on my journey as a foodpreneur. Shiri, Thistle’s Co-founder, is a huge supporter of Cult Crackers, and Thistle was one of our earliest accounts and is now one of our largest accounts. Every other week, we receive a bulk order from Thistle for our Crunchy Cassava crackers for their plant-based menu. Sadie, Bread SRSLY’s CEO, was our “angel investor.” She subleased kitchen space from us at the Berkeley Kitchens when we launched Cult Crackers. I learned so much from Sadie about managing a food business, and although we no longer share a kitchen, we’re kitchen neighbors and she is still generous with her time and expertise. Erica, the Co-owner of Oaktown Spice, is a new friend, who also happens to be a Berkeley neighbor. Erica reached out to me while I was navigating some business challenges, and has been a wonderful resource. It’s reassuring to know that I’m not the only small business owner going through this experience. Lyndsy, from Edison Grainery, is a valuable partner supplying Cult Crackers with some of our organic gluten-free ingredients. We used to purchase 50 pound bags of seeds from Edison Grainery, and now we buy thousands of pounds of seeds, and I feel good knowing we’re supporting another local woman-owned business. I deeply appreciate each of these women for nurturing my passion, supporting me, and helping grow my business.

What is your cultural heritage and your background that led you here today, and how has it influenced your personal journey of empowerment?

I come from a culturally Jewish third-generation California farming family. I can remember going out to the fields with my father on the weekends, tagging along with him on visits to the grocery store to check out the produce, and as a teen working summers in the packing plant and out in the fields. After graduating from Berkeley and working in human rights, my love of cooking drew me back into the food industry. I went back to school and got a degree in Culinary Arts and spent several years cooking and baking professionally in San Francisco restaurants. The kitchen has alway been a place where I’ve felt at home and comfortable working and creating.

Can you share a personal experience where you felt empowered by your unique background in your professional life, society, or community?

While working as a pastry cook, I supported myself by writing about food, and that led me to copywriting and marketing work in the dot.com era. My passion for baking and my marketing skills made an ideal background for becoming a food entrepreneur and building Cult Crackers into a CPG (consumer packaged goods) business. 

As we celebrate Women's History Month, what advice would you give to young women who aspire to become leaders in the plant-based food space?

Although Cult Crackers may be a young business, I bring to it my life experiences which taught me to trust myself. My advice to women starting out in the food space would be to stay true to who you are – “you do you” – and do what feels right for your business. That may not be what everyone else is doing, and that’s ok. It’s also important to build your network, support other women-owned businesses, buy from them, reach out when they might need you, and if you can, give back and mentor other women who are starting out. 

*Through March 2023, Thistle is partnering with Cult Crackers to offer you a free bag of Cult Crackers with the discount code THISTLECUSTOMER when you buy one Cult Crackers bag. 

Edison Grainery

Tell us about yourself!

I’m Lyndsy, Co-owner of Edison Grainery alongside my mother, Amy. We all work and operate out of Benicia, CA.

Can you share a personal experience where you felt empowered by your unique background?  

My husband and I are both professional actors, as well as business partners, so our day to day never quite look the same. During an audition for a major car commercial, they asked about what was on my mind that morning, and I replied with: “the stuck container of organic quinoa at the port and the risk of demurrages.” Guess they hadn’t heard that one before – and we booked the gig! 

How have you navigated challenges in the business world, and what strategies have you found to be most effective in overcoming these obstacles? 

Saying no. When a project passes Amy’s desk or mine, and that woman's intuition doesn’t feel right, we listen. Asking all the nitty gritty questions and determining if the project is right for my team. Sometimes the best business decision is to pass. Be eager and hungry, but always put your team first.  

As a female leader in the plant-based food industry, what is your perspective on the importance of women having representation in this space, and how do you think it can drive innovation and progress in the industry? 

While there is increasing equality in the kitchen, many of our customers are caregivers and mothers of children with allergies or dietary needs. When I communicate with our customer base, I know there is a sense of trust and understanding as a fellow woman with allergy concerns. I understand that the simple task of feeding oneself and others can be the most challenging activity. We are a top 9 allergen facility always working on innovative ways to offer safe ingredients.  

As we celebrate Women's History Month, what advice would you give to young women who aspire to become leaders in the plant-based food space? 

Read the fine print. Do your research. Always be learning. Keep a space in your office with happy customer notes to remind you of your focus and refill your energy. Our Rabbi suggested this during a routine inspection, and it changed the atmosphere of the room.  

Oaktown Spice Shop 

Tell us about yourself!

I’m Erica Perez, Co-founder of Oaktown Spice Shop. Oaktown provides the best-tasting spices sourced from around the globe, ground in-house for the freshest, boldest, and most resonant flavors. We supply Thistle with spices and unique, high-quality spice blends for their delicious, nutritious meals. I handle operations, finances, marketing and a little of everything for the company. I live in Oakland, California with my husband (and co-founder) John, and our two children (7 and 9 years old).

Who is a historical woman or woman in your life that you admire and why?

I admire my Grandma Josefina. She worked multiple jobs while raising seven children. She came to the United States with a second grade education and little to no family or financial support. When I feel overwhelmed by my responsibilities, it’s humbling to remember the challenges she overcame.

What is your cultural heritage and your background that led you here today, and how has it influenced your personal journey of empowerment?

My grandparents immigrated to the US from Mexico. They worked hard to provide for their families – picking and packing oranges, cleaning houses, sweeping hospital floors and working in factories. Many of their children, including my dad, became the first generation to earn college degrees. My parents always encouraged me to pursue my dreams, while also emphasizing the importance of spending time with family. I think my work ethic and my prioritization of work-life balance comes from all of them. They also have always taken great pride in their food, and I am proud to have a business that celebrates preparing high-quality, delicious ingredients. In fact, my Grandma Josefina was the final taste-tester for our Mole Poblano blend, which won her approval!

Can you share a personal experience where you felt empowered by your unique background?

I feel lucky to work with a number of women and people of color who have grown into leadership positions in our company. I get a lot of satisfaction and feel empowered by helping them grow in their confidence and their abilities.

As we celebrate Women's History Month, what advice would you give to young women who aspire to become leaders in the plant-based food space?

Find a mentor (or mentors) if possible — someone who recognizes your strengths, is a safe and trusted sounding board and can help hold you accountable to your own goals. Don’t be afraid to seek out help and advice from those you admire, and don’t hesitate to offer help to others once you have advice to share.