Founder Spotlight: Robert Petrarca (Maxine's Heavenly)
Robert Petrarca
Startup:
Maxine's Heavenly
Business Description:
Mom's treats made for today—Maxine's Heavenly makes homemade style cookies naturally sweetened and with half the sugar than most competitors.
Startup Stage:
Growth
City:
Los Angeles, CA, USA
What led you to where you are today?
We were on a mission to preserve our mom's beloved family cookie recipe. Over time, her delicious homemade cookies continued to provide wonderful memories, but they stopped reflecting the food values that had transformed our lives. So, we made the recipe for today by adapting the ingredients one by one with healthier ingredients.
What do you wish you knew before embarking on your entrepreneurial journey?
I wish I knew just how much capital is required to build and scale a food company. In the early stages, and maybe it was a gift, I knew nothing about the complexities of our food system—from distribution networks, to the magnitude of tradespending, to the challenges of standing out in an increasingly crowded arena. I was blinded by a genuine mission and a love for the food I was making, which in the end was an asset in enduring the ebbs and flows of growth.
What can you help the VEGPRENEUR community with?
We've made it through many of the very early stage challenges of scaling a brand. As a result, I can help in thinking through an informed growth trajectory with realistic assumptions about capitalization, strategy, and differentiation. I'm also really good at listening and have a strong shoulder for a good ol' cry. And an endless supply of cookies, so...
How can the VEGPRENEUR community help you?
Network building has been a major initiative for our entire scrappy team. Our network can never be big enough, especially when filled with people looking to do good and make great changes in our food systems. You can help me by joining my network.
Fun fact about you:
I was previously in the performing arts and occasionally still take breaks to play piano and sing for concerts and performances. I have a surprisingly low voice.