Let's make the best and work hard
Craft Food Classroom
Craft Food Classroom

Episode · 10 months ago

Let's make the best and work hard


We are eating pizza, all kinds, with Terry Thomsen from Feel Good Dough. Our Craft Food Classroom professor, David Miller, co-hosts this delicious episode with John Zakel from Honeycomb Credit. Terry talks about her journey to make the absolute best products possible and her passion for sales. Terry's daughter Lindsey joins us to explain the magic behind their organic yeast.













This podcast is brought to you by Hyden's, founded in one thousand nine hundred and twenty nine and Shaker Heights, Ohio, by local butcher Joe Hayden. Hydans is grown to twenty three total locations, with nineteen stores in the Cleveland area and for in the north shore suburbs of Chicago. After years of building connection with Midwest farmers, it became a part of Hyden's nature to do business with smaller regional companies. Today, Hydans is proud to carry nearly seven hundred Midwest made non produce items that are present in all departments. For more information, go to hydanscom. Welcome to the craft food classroom podcast, where we help make food business simple at every stage of growth. Brought to you by central kitchen media and now here's your host, Eric Diamond. All right, welcome back to the craft food classroom podcast. My Name is David Miller and I'm the CO host today, and today we have some very amazing guests in the studio. First, to my right, I like to introduce John. John is from honeycomb credit. John, what's your last name? John Zakel? John's Acol from honeycomb credit. Can you tell us a little bit about honeycomb credit it and what they do. Yes, sir, so honeycomb credit is a start up out of two thousand and seventeen. We are crowdfunding platform that works with small businesses, restaurants, hospitality, retail, to help them raise funds to growth, expansion, you know, different types of things like that and stuff. Yeah, so you deal with businesses that you help them get a startup and you lend them money for the startup. So it's a crowd funding platform. So can help them run a campaign that they'll look out to their fans, their their social media following to raise small dollar amounts into the big pot. Perfect, and that's a great start for startup businesses because,...

...you know, the crowdfunding thing is something that I think most people feel like they can do by themselves, like they can, you know, promote their business and it's the one thing that you feel like you can do as an entrepreneur, outside of going to a bank or something, to kind of get your business, you know, out there. So that's nice that you guys step in and support those entrepreneurs. How's it been the last during the pandemic, with you guys? Did you see an increase of lnd of of volume in your workspace or how did that work with the entrepreneurs? Yeah, actually we see a big time increase through the pandemic, which is interesting because at a time when it seemed like the market in the banks were shying away from the restaurant industry, the breweries distilleries, we kind of picked up the slack and fill that gap. So right, it was a nice transition. Our business grew from your year even through the pandemic, because we all those business needs in terms of capital needs and growth. They couldn't find the money elsewhere and they can honeycomb to run a campaign for, you know, their crowdfunding. Now that's awesome. And Honeycomb is also a sponsor of the craft food classroom podcast, so thank you for that. Yeah, we wouldn't have say possible without the good folks at honeycomb credits, so thank you for that. Yes, we also have a special guest in a building that John knows from some previous dealings and she is feel good dough and her name is Terry, and I would like John to make the introduction in terms of how you guys know each other, because I think it's good audio yes, so this is a special one for us because this goes back to one thousand nine hundred and ninety eight. Get Out of here. Yes, so, I don't know how many years is that? Twenty Two, twenty three? Talk about yeah, we don't say that number because it means that I've been out of high school at Long Oh my goodness, me and Terry's daughter went to holy name high school together, and so I was there from the start of the Pizza Bigga Lady, from the beginning. So yes, so it's been it's this is a special one for me. It's sort of a blast from the past and good to reconnecting with Lindsay and Terry. Awesome, awesome. So, lendsay and Terry tell us a little bit about feel good though? Sure.

Well, I started this about five years ago and it was pretty much a thought. When, being a grandmother, one of the things you do is usually babysit on Friday. That's right, all right, yeah, as John knows, and they usually like to have pizza for dinner. So I said, well, let's let's go up to the local grocery store and get some pizza dough. will do it. Okay, let's that pot and I went up there and there was pizza dough, but it wasn't very healthy. It was the p word, as we all know, that one. And so we went back made pizza and that's when the idea was starting to form, because I as a baker as I am, it's like, okay, well, I could make a difference. You know, I have grandkids. The average person eats forty pizzas a year. Exactly knows three billion dollars is spent on eating pizza at home. So it's like, okay, this could be a real market and if I can do it right, let's see what happens. And of course R and D started and Oh, you know, what are you gonna do right? So so what I decided to do, and at the time was very uncommon, I started at the top of the food chain. Is that right? Yeah, and I went a hundred percent clean and to final many of the products, because the US is a little different than Europe, I had to go to Europe for a lot of the ingredients to make that happen interesting. So I started the top and I said to myself, I'm if I'm at the top, I can't be disturbed by anything. Nobody can get me and let everybody else follow. Wow. And so my organic inspector came out, which was an also a huge experience. He said, you know what, when you start this, he goes, don't be afraid to charge you what you should got, he goes. But secondly goes, when this hit is going to hit big, and so I'm usually about five to seven years ahead of the game in my head. Right we're like at the five year mark. So it's going to hit. That's...

...awesome. That's so awesome. Well, we're excited to because we see some products laying around and some food is wafting, the smells are wafting in the air and we're going to take a commercial break and when we come back we're going to try some of the delicious food from feel good deal. Honeycomb. Credit is proud to sponsor our friends at central kitchen, who are dedicated to sharing the stories of Cleveland entrepreneurs crafting the city's food legacy. With a track record of working with Cleveland small businesses such as go Buddha, Pope's kitchen and Levin Bakery, honeycomb has become a onestop shop and helping entrepreneurs scale and grow. Now that the food industry is pacing forward. Honeycomb is here to support you by unlocking capital, increasing consumer engagement and marketing your local brand. Find out more at honeycomb creditcom grow. Alrighty, welcome back to the craft food classroom podcast. We took a little break and now we're back. When we were breaking, we were having a discussion off air and it turns out that I found out a little bit of information that I like to share with everyone about the yeast here that feel good dough uses. So lendsay here, the daughter of Terry, shared some interesting information with us that I think it would be interesting for those of you listening to the podcast so that you can understand that the there are benefits inside of food that a lot of times aren't promoted, especially when you're talking about craft and organic food. So, Lindsay, can you tell us a little something special about the yeast that you guys use a feel good dough? Yeah, the yeast is a hundred percent organic and that is actually kind of unheard of. So we are USDA certified. However, if you look at the ingredients list, it actually has to say the...

...word organic before each ingredient, right, and you'll notice on a lot of certified bread products they actually are not using organic yeast for a number of reasons. They'll say it's too costly or it's not commercially available. So yes, my mom really went to the the top with all of it. And, and it's very important, also just used as such a it's like a replica of life right now. It's based. Scientist say it's the most similar to the human cell. There's vaccines made out of it. It's like, why would I want anything less than organic right right now? That's wonderful and I think I realize why I have so many so am my household. We have this thing that we've been doing for about ten years now called pizza in a movie, and every Friday night we do pizza in a movie. My kids love it. It helps me get through a week because if I'm having a rough Wednesday, I know I can look forward to spending time with the family on Friday and have pizza in a movie and we gather around a movie. Usually Dad has no saying what we watch, but the pizza is always good. But I've noticed that sometimes I do suffer from anxiety and I do feel kind of and that's been something I've dealt with my whole life and I just learned on the break that certain dough causes you to have like heart palputations and anxiety. Would you like to talk a little bit more about that? Yeah, I actually suffered a panic attack once and I didn't know what it was at the time. In the morning I had went to the popular coffee places, but I noticed I had eaten, you know, some of their bread products and I was in I mean it was so bad that I was in an ambulance and the the weird thing was the guys were like, Oh man, you're like the fifth girl your age well this week, and I'm like what? So a couple years passed. I didn't think anything of it. I just thought maybe too much caffeine something like that. But you know,...

I've had that coffee before, so what was going on? Right? So I was living in New York at the time of my mom came to do a trade show for the dough and the very first woman that walks up to me is like, oh my gosh, you are this is so important, this is so important, and I'm like yeah, you know, tell me about it, and she goes. You know, I'm a Dietitian and people don't realize that they're allergic to bleached flower and I was like, well, you know, what is it? What is allergic mean? She goes well, actually, can affect your histamine levels and give you heart palpitations. Wow, and I'm like, Oh, you mean like anxiety or panic attacks. And so I was working with a group of women and we were talking about this more like so your morning Bagel and a coffee could really just, you know, set you off. Thank you. Yeah, set you off right. This is a bad come right, right, right, right, and it's something we're so looking forward to when we wake up in the morning. Right, yeah, no, thank you for that information. So what do we have here now? I see food around us. Barry, our chef, has given us some slices of food. I know that there's some health benefits to this. Tell me what we have on the plate here? I'm looking at a thin crust and I'm looking at something that looks like a deep dish. That's it. Yeah, you got it. MMM, both pizzas, nice, then crust. What's Im so tired, doesn't it? Are Terrain them from our Shaman Teena Shaman. Yeah, so we have the Tena Shaman products. Wow, let's give it a try. You guys want to taste your yeah, this is what we do on the podcast, like we smack. So it's kind of like Asmar and we talked about it. This is really good, very good. HMM. Well, the crunch of the dough is great. The taste of it is great, very good job with the the blend of the seasonings, great job, great job. And you know what's My job, terry? I'm sorry, okay, I did say it. It sounded like a bee, it did. HMM. What's fun...

...for me is to see my dough being used by people, not just me, and how they utilize it. So U seen the thin crust on a nice hot stone, I believe, and then the thick crust and cast iron skillet is it's amazing to see that. It's very, very much fun for me. Is that? What the is that the difference I'm experiencing right here is one is made in cast iron to the yeah, the stuff pizza is made in the cast iron skillet. Yeah, so you got a little more softer, but thicker and hhhuh, this is really yeah, really, really good thing. I found people really love the taste it. You know, it's like when blood I was always hearing like Oh, organic, it's going to taste terrible. Now you know, and they're like, oh my gosh, this taste wonderful. Like okay, good, that's good to hear too. Where can we find you? Well, definitely Highns Hinans was my first real, well, real customer. I was so excited. You know I love Highans. I know I did too. I know it took me a while to get in there and when the buyer said to me, well, all right, let's give it a try, I think I fell off the sofa. So it was exciting. What exciting? Let's talk about that for a quick second, if you don't mind. What? How? How did you get in there? Like, what was your process? You're knocking on the door, calling them or well, yes, cold caller. There you go. I love sales. I knock on everybody's door. If I'm driving, I will pinpoint in a store and I'm like, I'm going to go visit there with a sample. So I wish I had a percentage that I just I wish I had some of that. Yeah, so's. So was that a long time coming that you were trying to get into Highans? Yeah, it was only about a year and a half. Awesome. Yeah, that's great. Yeah, sorry, you know, the follow up is always important, so very important, and I think that buyer also saw that things were changing and there wasn't an organic dough on the shelf and it was time to start seeing that as well, and that was that was a good thing...

...for us because that kicked us off to other groceries as well. Awesome, awesome. Well, we're going to take one more break and then when we come back we're going to try a dessert and we're going to wrap it up right and we'll see you in a moment. Okay, welcome back to the kraft food classroom podcast. We're here with our cohost John from honeycomb credit, and we have both Terry and Lindsay here from feel good though. So during the break we were talking about this wonderful dessert that we have in front of us and their new line products that have been produced. And it's a dessert line. Is that right? Well, one of our products is a chocolate dough mix. So yes, you can make chocolate desserts out of it, you can make chocolate pasta out of it, you can past yeah, chocolate pasta. Oh Wow, yeah, yeah, with the pistachio cream on top. What gave you the idea? Why? What you can. How'd you come up with this? With the chocolate? Yeah, again, there's nothing else out there like it. And I because when I started the dough I became a clean eater, organic eater, and that meant no pies, cookies, cakes or anything, and you crave, you know, chocolate, and you can only eat so much candy in your life and I wanted the bakery taste of chocolate, but I didn't want to put a sweet chocolate because you can make a lot of things with chocolate, brownies and stuff, and it's just too sweet. And this would allow people make chocolate cinnamon rolls. They could do a variety of things. So our pantry mix contains our chocolate product. MMM This I just took a bite of it. It is delicious, man like, I guess is different. The texture of it is so different to me. MMM, it's almost like a soft candy bar. Yes, you heard? You've never heard that before. No, it's it's a little truer. Yeah, right, right, yeah, HMM. So, yeah,...

...our frozen doe line was our first one and it's very convenient and you can find it at Hinhens, of course. And and then we found other people wanted to play in the kitchen and as much as we did, right, and they're true bakers out there. So we provided a clean, organic mix that they could get as creative as they wanted. They can order it online if they choose to. We have the oil freehole grain, the classic and then the chocolate, and there's several recipes on our website for that as well. But we always like to see what people do with our product. And you know, some people add sour cream to the classic and make progue's out of it and you know, just fun, stop interesting. Or Yeah, I see pot pies on here, like a pot pie, so since Imas, Oh, I'm but not as are delicious. So tell me this Terry we had, if you heart, love local, here at the central kitchen is our our CSA that we were doing food distributions through during a pandemic, and we had your product, your dough balls, in their several times. Very, very convenient. Are you telling me that the frozen doughballs? This is? This is the same original recipe? MMM. So if I add water to this, I can create that magical frozen doeball water and oil. Is that right? Yep, Yep, and you get more out of that too. That makes two dope balls, this whole bag this. HMM. So tell me this, because I messed around with the dope balls before. Okay, what do you get with one ball? Does that get you one whole pizza, or does it get you two to ten inch one large one? As you could see, this one was one large one. Okay, it depends on your thickness that you choose to some people like really thick across, some people like thin. Yeah, right, right, yeah, well, I can assure you that a lot of people love your product. Oh, thank you. Thank you. So tell us what's the plans for feel good dough? What's your guys as plans moving forward? What do you hope to see in the you know, as you're closing out the fourth quarter of this year, what's on the horizon? Well, we've since covid you have to change your business around. We were going gangbusters all over the country...

...and it was like, okay, let's really focus on who our target customer is number one, but also not be all over the country. Let's just make the best with what we've got. And pick the best, right, and we're hard with that right and that's what we have decided to do. And we picked three stores and one associate, a Co op association throughout the country. So that was exciting. Y. Yeah, that's national co OPS, right, right, so that's yeah, it's a good business move. Yeah, yeah, yeah, so we're focusing on that. And then with our pantry mix. That has been big for online shoppers and there's so many platforms right now that you can be in and people can pick and shop from. So that's our will finish the year getting some more of those as well. Wonderful. Well, you know, on behalf of us here at the central kitchen and the craft food classroom, we'd like to wish you continued success and I got to save that. We're honored and I think the city, I know the city of Cleveland, is honored to have you guys here, you know, representing Cleveland and in the local food seeing John from honeycomb credit. Any any final thoughts? It's you honor having you, that's for sure, and we and in the work that you guys do is amazing because you've helped so many entrepreneurs that we work with here at the central kitchen. So we just want to you know, thank you for the work that you do too. Yeah, it's been awesome to be here. You guys had me at pizza. Barry said he's cooking pizza, and so I said, I'll be there whenever you want. So I didn't know. Again, it's a special one for me. No one, no one, terran Lindsay for such a long time. But yes, and Honeycombe. Love to see these brands rise up from, you know, start up to, you know, big national brands like some of our companies has. So again, pleasure to be here. The food was fantastic. I didn even know they made desert. So this is this is awesome. Say, like Beggie said, if you don't know, now you know. I love thanks again, crabt. No problem. Thank you, guys, and thank you all for listening to the craft food classroom podcast. It's been another successful podcast and we want to tell...

...you peace. Thanks for joining on the craft food classroom podcast, where we help make food business simple at every stage of growth, brought to you by central kitchen media. To learn more about what we're doing, visit us at the central dot kitchen. Please subscribe to this podcast to learn more about food entrepreneurs and their experience in the craft food business. This podcast is brought to you by Hyden's, founded in one thousand nine hundred and twenty nine and Shaker Heights, Ohio, by local butcher Joe Hyden. Hydans is grown to twenty three total locations, with nineteen stores in the Cleveland area and for in the north shore suburbs of Chicago. After years of building connection with Midwest farmers, it became a part of Hydan's nature to do business with smaller regional companies. Today, Hydans is proud to carry nearly seven hundred Midwest made non produce items that are present in all departments. For more information, go to hydanscom.

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