Meet Shelby Hubach

We recently connected with Shelby Hubach and have shared our conversation below.

Shelby, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

For many years, I dedicated myself to being an education researcher, harnessing the power of data to illuminate insights and guide crucial decisions. My career was not just a job—it was a passion, a calling that drove me to help clients navigate complexities and achieve their goals.

Having children later in life, at ages 38 and 42, my career naturally took center stage for a long while. My professional life was rich and fulfilling even so, I decided to work within the home as a stay at home mom about a year and a half ago. Less than a year after staying home with my kids, our world shifted. Our daughter’s diagnosis with celiac disease became a defining moment, one that reshaped my purpose.

This new chapter didn’t just bring challenges; it brought profound lessons about resilience, adaptation, and the importance of informed decision-making in a personal context. My background in research became an invaluable asset as I navigated the complexities of managing a life with celiac disease.

In this new role as a parent with a child diagnosed with celiac disease, I’ve discovered a renewed sense of purpose: to advocate for my child (and others) as they navigate a gluten-free diet in a gluten-filled world.

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?

In March 2024, our world shifted when my daughter was diagnosed with celiac disease. What began as a series of unexplainable stomach pains, low iron levels, and growth concerns culminated in this life-changing diagnosis. Our rural Minnesota town, with its tight-knit community of fewer than 2,500 people, became our sanctuary, yet it posed a unique challenge: finding good gluten-free food, specifically baked goods.

Despite already eating gluten-free, we found ourselves in a constant battle to replace essential items like bread, buns, and sweets. The local options were limited, and we often faced the frustrating cycle of trial and error in baking. It was a daunting task, but one that became a personal mission.

Then, a small beacon of hope appeared. My daughter’s school lunch lady handed her a blueberry muffin, and the joy in her eyes when she came home raving about it was priceless. That muffin wasn’t just a treat; it was a taste of normalcy, a glimpse into a world where gluten-free could mean delicious.

Inspired, I embarked on a journey to find a muffin recipe that could bring that same excitement to other children with celiac disease or gluten intolerance. After a few experiments in our kitchen, I finally found a recipe that was not only gluten-free but genuinely delightful.

What began with a simple blueberry muffin has grown into something much bigger. After discovering a muffin recipe that delighted my daughter, I expanded my gluten-free baking to include chocolate chip muffins, strawberry muffins, and raspberry muffins. From there, it was a natural progression to add chocolate chip cookies and sugar cookies to our menu.

I had always made homemade granola for my family, and I decided to share that love with others by adding it to our gluten-free offerings. The maple pecan granola was an instant hit, leading me to experiment further. Soon, lemon pistachio and honey walnut granola joined the lineup, followed by seasonal favorites like pumpkin spice and spiced apple cider granola for the fall.

This summer, I took a leap and began selling our gluten-free muffins, cookies, and granolas at local markets. It was thrilling to connect with people who shared their own gluten-free experiences and to introduce our products to small rural towns across Minnesota. I also found recipes for gluten-free hamburger buns and English muffins, adding them to my menu of gluten-free offerings.

The journey has been a mix of excitement and challenges. Many were eager to try our offerings, thrilled to find gluten-free treats that tasted as good as, if not better than, their traditional counterparts. However, there were also those who approached with skepticism, wary of the stigma that gluten-free food often carries. Some were hesitant, influenced by the misconception that gluten-free means compromising on taste.

Hearing first hand stories from customers has been both inspiring and insightful. It reaffirmed my belief in the importance of offering delicious, high-quality gluten-free options. Each market experience, whether met with enthusiasm or hesitation, has strengthened my resolve to prove that gluten-free can indeed be incredibly satisfying.

As we continue to grow and expand, my mission remains clear: to bring happiness to those who need gluten-free options through my delicious food, transform perceptions of gluten-free cuisine, and illustrate how gluten-free foods benefit everyone. It means embracing a new way to enjoy beloved treats and to make a difference for those who need it most.

Small towns have always been about community and support. Now, with this new venture, I hope to contribute to that spirit by providing a solution to a problem many face, and to share a bit of the joy my daughter found in that simple, perfect muffin.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Three impactful qualities, skills, or areas of knowledge in my journey:

1. Determining and Honing a Niche: Identifying gluten-free baked goods for rural areas in Minnesota was crucial. It allowed me to focus my efforts and meet a specific market need. This specialization not only set my work apart but also made it easier to tailor products and services to meet the unique needs of my target audience.

2. Building Relationships with Customers: Understanding why customers need or choose gluten-free diets and what they seek in gluten-free foods has been essential. This approach helps me tailor my products to their preferences and needs.

3. Surrounding Myself with Supportive and Challenging People: My friends and family provide invaluable support and honest, actionable feedback. They help me refine my recipes and ensure that my baked goods meet high standards of taste and quality.

Advice for those early in their journey:

1. Find Your Niche: Focus on a specific market or need to differentiate yourself and better target your efforts.

2. Engage with Your Customers: Take the time to understand your customers’ motivations and preferences. This insight is vital for developing products that truly resonate with them.

3. Build a Support Network: Surround yourself with people who can both support and challenge you. Honest feedback and encouragement are key to improving and succeeding.

Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?

Throughout this journey, the support I’ve received from fellow women entrepreneurs has been nothing short of transformative. Among the many people who have guided me, three remarkable women stand out as my pillars of support.

One is a mom who balances working outside the home with a side gig in baking. Her insights into managing time and maintaining quality while juggling multiple roles have been invaluable. Another is a mom who runs a thriving business from home, growing and selling cut flowers. Her expertise in turning passion into a successful venture has inspired me and provided practical advice on running a small business. The third is a mom who, like me, is immersed in the world of gluten-free baking. Her shared experiences and understanding of the unique challenges in this niche have been incredibly reassuring.

These women bring a wealth of unique perspectives and experiences to the table, each offering support in their own way. Whether celebrating my small victories, offering solutions to problems, or simply listening during moments of frustration, their encouragement has been a beacon of hope and motivation.

The kinship I feel with these women is profound and unexpected. Their support has not only provided practical guidance but has also been a source of emotional strength. As I navigate the challenges of starting and growing my business, their friendship and wisdom have made all the difference.

With their encouragement, I am more confident in my journey and more determined to succeed. It’s a testament to the power of community and the incredible impact of women supporting women in their entrepreneurial endeavors.

Contact Info:

• Instagram: HubachHavenandHarvest
• Facebook: https://www.facebook.com/profile.php?id=61560757744700