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Fiona Simon is the founder of Fiona’s Granola, a line of organic, all natural cereals that are carried by natural food stores throughout the West. Along with her six varieties of granola, her line includes gluten-free Quinoa Crunch, raw European meusli and energy bars made of quinoa and granola.
How did Fiona’s Granola come about?
We officially started in January of 2002. I needed a life change, needed to do something different with my life. Maybe an early mid-life crisis? I was working at the Boulder Chamber of Commerce interviewing new businesses all day and I sort of got the bug. I was a single mom, newly divorced and I wanted the flexibility of a self-employed lifestyle.
I’d been baking granola since I was 14 and never thought of selling it but as I did some soul searching, I realized that was what I wanted to do. So I took a leap of faith. No business plan, no market studies, nothing. It took off immediately; Vitamin Cottage picked us up in a month and Whole Foods after two months.
What sets your product apart?
It’s definitely not the same recipe I used when I was 14. I took out all the allergens—wheat, honey, soy, nut combos and dairy, then reformulated choosing ingredients not only for their wonderful flavor combinations, but also for particular health benefits.
All our varieties are wheat-free, dairy-free, and vegan. It’s sweetened with agave, which is safe for diabetics and has a low glycemic index so there are no sugar highs.
What has helped you grow?
Being in Boulder with its customer base. People are concerned with eating natural food and are willing to pay more for a really good product. Also, there are a lot of mentors around to help the next up-and-coming entrepreneur like myself. I think I was in the right place at the right time, the world was ready for another granola and I brought it on.
What does the future look like for Fiona’s Granola?
We’ll be in 23 Whole Foods in the next month and we’re getting further distribution with Wild Oats. We just got kosher and organic certified and we’ll be switching to boxes rather than bags. We also have two gluten-free lines that have a very bright future. It serves a true consumer need that continues to grow. We’re looking to take this company national.
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