Medicine Meets Cookies: Dr. Kemi Olunow's Entrepreneurial Journey into Healthy Foods
Creating healthy food choices while making bold business decisions
CATEGORY: FOODS + HEALTH + BUSINESS
Tell us about Gather Around Cookies and what inspired you to start.
The pandemic played a significant role in the birth of Gather Around Cookies. I have always enjoyed hosting, cooking, and baking, but I didn't really see it as a business path. I am very particular about using quality ingredients when I cook for my family, but I didn't pay much attention to the quality of restaurant ingredients until the pandemic.
During the pandemic, we had stayed home and done all of our cooking like most during that time. When things started to open back up - I was excited to visit a popular bakery to get a treat but it tasted weird. It was at that point I realized that because we had only had home cooked meals my palate was cleansed. I could taste everything including the preservatives they used in making their baked items.
This was one of the moments that made me decide to turn my baking hobby into a business! I wanted people to be able to enjoy a delicious treat without having to worry about ingredients that don't look like or sound like food.
Hence, the unique selling point of Gather Around Cookies is a commitment to using only the highest quality natural ingredients.
We are currently located in Spring, Texas, but we also ship nationwide. We provide our desserts to a wide range of clients, from individual orders to large organizations.
Tell us a bit about your transition from Nigeria to the US.
I came to the US right after secondary school for college. It was a typical transition—I missed home a little, but I was somewhat prepared for it because I had been in boarding school all through secondary school. I think the biggest adjustment for me was the weather. Summers were fine, but the winters were harsh. Even nearly two decades later, I am still not a big fan of frigid temperatures.
What was it like transitioning from your medical training to the food industry?
The transition from my medical training to the food industry was not a sudden shift, but rather a natural progression. It was a call into business in this season of life. I had the incredible opportunity to pause my medical journey and build this business. The same qualities that were important in my medical journey, such as discipline, integrity, curiosity, passion, and diligence, have been instrumental in starting and maintaining a successful business enterprise. This journey, though challenging, has been incredibly rewarding, and I am inspired by the growth and success of Gather Around Cookies.
What makes Gather Around Cookies different from any other cookie?
What sets us apart is our quality ingredients and superior taste. We pride ourselves on using high-quality ingredients, including organic flour, organic sugar, organic butter and organic eggs.
What marketing strategies have been most effective in getting your business noticed both within and outside the African community?
One of the most effective strategies that has worked for us is promoting our business locally through community involvement, such as farmers markets or local events (large, small, or medium-sized events).
What challenges did you face starting your business, and how did you overcome them?
One of the challenges we faced at the beginning was finding who "our people" were. Every business has a target market: the people who are most likely to identify with and purchase the product you are offering. We knew we had great-tasting, high-quality desserts, but we had to find our target market. Our involvement in local events and farmers markets helped us narrow out that demographic. It helped us see "who" we consistently sold to.
What are some of your proudest moments doing this business?
A proud moment for me was when we had our first customer who wasn't a friend, family or person recommended by a family or friend. It seems so long ago now, but the first person who ordered from us online through an organic search was a real heartwarming experience!
What advice would you give to aspiring African entrepreneurs in the food industry?
Decide why you want to enter this industry, research what it takes to be successful in your niche, find people who have done what you want to do, study their strengths and weaknesses. Don’t be afraid to start small but don't be afraid to make bold business decisions.
Do you have any tips for learning to do business in the diaspora, considering that some processes and compliance laws may differ from those in your home country?
Knowing the laws for the particular business you want to start is important. Each state may have different applicable laws. Starting as a registered company (in many states) is not compulsory, but it's absolutely important! Keep your business finances separate from your personal finances (even if you are a sole proprietor). YouTube is a great resource for gathering information on several business aspects, including where to start.
What resources (books, mentors, courses, funding opportunities, training programs, workshops) have been helpful in your entrepreneurial journey?
I had the opportunity to attend the Business & Entrepreneurship Program at Joseph Business School, and I highly recommend it.
What is your dream for Gather Around Cookies in the near future?
One of our dreams for Gather Around Cookies is to get our delicious desserts into the hands of as many people as possible across the US by opening multiple successful brick-and-mortar stores through franchising opportunities.
