19 Nov Brand loyalty…far and wide
While working in the Nike Brand Design Department for ten years, it was never lost on me how such intense brand loyalty fueled more than millions of dollars of sales…it fueled itself, over and over again…to sustain a brand that commands world-wide attention, respect and at times, frenzied consumers awaiting the latest product launchAs a small business owner…don’t I want the same thing, or at least a morsel of that brand loyalty? The answer for myself is a resounding YES. My question: how do I earn that?That’s what I thought long and hard about before I started my own little boutique food company 2.5 years ago, Miffy’s Foods…Miffy’s Mix & Twist Muffin Mix.I already had my products fine tuned but found myself thinking about how to brand them.
A book was recommended to me titled “Start With Why” by Simon Sinek. We all should be so lucky to discover a book to inspire us…this one made so much sense that I go back and re-read parts of it to this day. Once I honed in on the exact reason WHY I wanted to make and sell healthy whole grain baking mixes, I could better explain to my customers WHAT I had to sell. My why was born from solving my own problem, which I assumed was hurdle for everyone…lack of time. That’s the correlation between what I do and why I do it…to save people time and give them healthy, real food options to feel good about feeding to their families.By assembling a line of versatile and healthy baking mixes to save people time, that families can customize for even the pickiest eater; by using the highest quality Bob’s Red Mill organic whole grains; by being my own best demographic and walking talking brand and loving what I do every single day…and by inheriting a genuine love of good food…have all given me a stamp of authenticity which has in turn earned me, and my brand the loyalty which I hope to strengthen over many years to come. I would love to be the Nike of the baking aisle!At the end of the day, I think we all just want to surround ourselves with people we know, like, and trust. I have been lucky enough to do just that, and credit all of the above for the initial success of my business. Fingers crossed for the next 2.5 years!
MEET MIFFY JONES – THE MIX MASTER BEHIND MIFFY’S FOODS
PROVIDING TIME-STARVED MOMS DELICIOUS AND NUTRITIOUS OPTIONS
As a stay-at-home Mum (Mom to us, Americans), Miffy Jones whipped up her first batch of marvelous muffins back in 2003. Made with organic whole wheat our, organic oats and love, this Aussie discovered that baking and eating muffins was fun, but assembling the dry ingredients was tedious.
IT WASN’T UNTIL 2012, HOWEVER, THAT SHE FORMALLY LAUNCHED MIFFY’S FOODS.
Bringing a healthy twist to time-starved moms, her Whole Wheat & Oat and certified Gluten Free mixes are now available at Zupan’s Markets, Bob’s Red Mill, Market of Choice, on-line and through other delicious retailers. In just 2.5 years, her raving fans have devoured over 180,000 muffins and are happy to continue counting.
A PASSION FOR COOKING
As a media producer at Nike, Miffy filmed athletes such as Michael Jordan and LeBron James as they shared their passion with the world; they didn’t shoot hoops to become famous – they were just compelled to do what they loved. From these superstars, she recognized the power of pursuing your passion. For Miffy, it is cooking and bringing a bite and a smile to all.
AN ENTREPRENEUR TAKING A BITE OUT OF TRADITION
Whereas moms and kids loved her muffins, few thought she could turn it into a sustainable business. They suggested licensing or selling out to the “big boys” of the food business. But, Miffy lives for a great challenge. This believer sifted through both cookbooks and business books to ensure she could succeed.
NEVER COMPROMISING ON QUALITY
From getting her kitchen licensed, to creating the 1st round of packaging, to using all local Bob’s Red Mill products, mixing 112 bags per day and personally phoning retailers, Miffy did it her way without an ounce of compromise on quality. Her loyal tasters insisted that she keep her ingredients real. Due to demand, she has recently outsourced the blending and packaging, and has updated her branding to allow for future products.
Today, she balances motherhood with her ever-rising business. In fact, her old business alma mater, Nike World Headquarters, now serves up her muffins to 550 children at their child care centers. New flavors, and new products are always on the menu and are scheduled for launch in 2015.
Remembering her spin on The Wheel of Fortune, Miffy knows that you make your own luck: hard work and tenacity with a pinch of laughter is the secret recipe for her success.