We caught up with the brilliant and insightful Elizabeth Bruinsma and Alisha Davidson a few weeks ago and have shared our conversation below.
Hi Elizabeth and Alisha, thank you so much for opening up with us about some important, but sometimes personal topics. One that really matters to us is overcoming Imposter Syndrome because we’ve seen how so many people are held back in life because of this and so we’d really appreciate hearing about how you overcame Imposter Syndrome.
Elizabeth and I embarked on our journey to make a clean label chili crisp with no prior experience in the food industry. I came from the world of environmental risk management, while Elizabeth’s background was in financial services. Our shared passion for exceptional food and a vision for a truly remarkable product were our only compass points. It’s easy, when looking at established brands, to assume they hold some secret formula, some inherent knowledge we lacked. But our shared qualities – a relentless work ethic, an almost obsessive attention to detail, and an absolute refusal to be deterred by setbacks – have been our greatest assets in this first year. Take, for example, our approach to food safety. Witnessing firsthand some of the practices within the industry has only solidified our commitment to the highest possible standards. We’ve also discovered that our decision to handle production ourselves, rather than relying on a co-packer, is relatively uncommon. While many consumer packaged goods (CPG) companies outsource their manufacturing, we believe that intimately understanding every step of the process, from ingredient sourcing to final packaging, is crucial. This hands-on approach allows us to maintain unwavering control over quality and consistency, ensuring that each batch meets our exacting standards. It’s this dedication, this granular level of involvement, that truly sets us apart. We are driven by a deep desire to learn and grow, constantly seeking new knowledge and refining our processes. We recognize that every new food business faces a learning curve, and we embrace the challenge. Through diligent effort, we’ve rapidly acquired expertise in all facets of running a small business, from operations and marketing to sales and distribution. This experience has fueled an ever-growing confidence that we are not only capable of competing in this industry but also poised to excel.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
5 Lakes Flavor is a women-owned business that makes a small batch chili crisp: Ruby Crunch chili crisp. The heart of Ruby Crunch chili crisp lies in its versatility and clean ingredients. The mild heat level makes it perfect for both seasoned spice enthusiasts and curious newcomers. It’s a condiment that transcends generations, enjoyed by adventurous adults and curious children alike. It goes on everything from proteins to vegetables, eggs to pasta. We make this product ourselves to ensure the highest quality. Most chili crisps on the market use refined seed oils but Ruby Crunch chili crisp contains primarily pure olive with some sesame oil, both naturally low in saturated fat and devoid of trans fats. Sichuan peppercorns deliver the captivating “mala” sensation, a unique tingling effect that adds depth and intrigue to any dish. Every bite bursts with a satisfying texture, adding another layer of complexity to the culinary experience. We use no preservatives; vegan and keto-friendly; and gluten-free. We are committed to minimizing our environmental footprint, utilizing eco-friendly, plastic-free packaging. We currently have the “OG” Ruby Crunch but plan to launch a spicy version soon!
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, three qualities have been absolutely crucial to our journey. First, we quickly learned that a successful business is about so much more than just a great product. While our chili crisp is fantastic, understanding the intricacies of distribution, marketing, sales, and customer service has been equally vital. Second, we embraced a mindset of learning from others. We recognized early on that we didn’t have to reinvent the wheel. There are so many experienced entrepreneurs and industry experts willing to share their knowledge, and we’ve actively sought out mentors and advice. Finally, as working moms, efficiency has been our superpower. We’ve had to become masters of time management, prioritization, and delegation to balance the demands of family and business.
For those just starting out, my advice would be:
Broaden your perspective: Don’t get solely fixated on your product. Start learning the other essential aspects of running a business now. Take online courses, attend workshops, read industry publications—become a student of business as a whole. The more you understand about all the moving parts, the better equipped you’ll be to succeed.
Humble yourself and seek guidance: Don’t be afraid to ask for help! Identify people who have achieved what you aspire to and reach out to them. Most people are happy to share their experiences and offer advice. Join industry associations, network with other entrepreneurs, and find a mentor who can guide you. Learning from others’ mistakes (and successes!) is far more efficient than learning everything the hard way.
Maximize your time: Time is your most precious resource, especially if you’re juggling multiple responsibilities. Develop strong organizational skills, learn to prioritize ruthlessly, and delegate whenever possible. Use tools and technology to streamline your processes and automate repetitive tasks. Don’t be afraid to say “no” to things that don’t directly contribute to your core goals. Being efficient with your time will not only improve your productivity but also help prevent burnout.
One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?
Yes, we’re absolutely looking for folks to partner and collaborate with! We’re particularly excited to connect with recipe bloggers who share our passion for delicious food that’s also family-friendly. We want to showcase the versatility of Ruby Crunch and how it can be incorporated into a wide range of dishes, from weeknight dinners to fun snacks.
Specifically, we’re looking for bloggers who:
1) Have a strong focus on healthy family-friendly recipes: Their audience should be interested in meals that are both delicious and accessible for kids and adults.
2) Create high-quality content: We value blogs with beautiful photography, well-written recipes, and engaging storytelling.
3) Are passionate about food: A genuine love for cooking and exploring new flavors is essential.
If you’re a recipe blogger and you think your audience would love Ruby Crunch, we’d love to hear from you! We’re open to various types of partnerships, including recipe development, sponsored posts, social media features, and more. You can find us at www.5lakesflavor.com or @morerubycrunch on Instagram. We can’t wait to connect with you!
Contact Info:
- Website: https://www.5lakesflavor.com
- Instagram: https://www.instagram.com/morerubycrunch/
- Facebook: https://www.facebook.com/rubycrunchmi/
so if you or someone you know deserves recognition please let us know here.
