"Together Talks" feature #61: Soul Grain presented by KLS
KLS - Klimson Logistics Solutions
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Some Background on Soul Grain
Today's edition of "Together Talks" campaign, KLS had the luxury to interview Soul Grain with Co-Founders, Liza Maya and Sylvia Williams. Soul Grain asks if you are looking for some high-quality, healthy ingredients for your next meal? Perhaps you’re tired of looking for a delicious yet not unhealthy option? If yes, Soul Grain in Saint Paul is the place to go – offering the best granola around.
Soul Grain is a female-led, minority-owned business whose aim is to liven up the granola game by exploring the vibrant spices, seasonings and flavors of the Black diaspora. Soul Grain is where science and art meet: professional baker (Sylvia) and MS in Nutrition and Functional medicine (Liza). Have a look at our options and they promise you won’t regret trying them out.
Anything but boring
The company was formally formed in May 2022, however the idea had been in the works for a few years prior. Initially the formula the duo had created was in a bar consistency, but then Covid hit. During Covid and talking amongst each other they realized that the granola space was unimaginative in addition to relatively unhealthy options in the space. There was an opportunity to use Liza's nutritional expertise paired with Sylvia's magic in the kitchen to redefine granola. As they shared with us, "What we saw from the competition was pretty boring."
It started with creating a product that was not only easy to consume (both being working mothers on-the-go), but also a created product that was truly good for consuming as a snacking option. One way of achieving this was using coconut oil versus canola oil. In addition to this, every ingredient used in their granola has a functional aspect. Each ingredient is intentionally included to provide benefits to the consumer. The next major innovation they brought was the texture of their Soul Grain granola. Normally granola has a hard and crunchy texture, but not theirs. Instead it is light and crispy. The next innovation was the flavors:
Soul Grain was created to bring soul food inspired flavors to the granola space. Being able to reimagine granola with these unique flavors was trendsetting. But they never lost sight of their initial goal of providing a quick, health conscious snack. As they explained, "many sugars are not very healthy. They are super sugary, contain bad sugars, bad oils. We eliminate that by diligently putting in purposeful ingredients. By using premium ingredients we create a premium product quality at Soul Grain."
Having fun
The two long-time friends described their company as "a partnership made in heaven". They rely on each other's strengths to create their unique granola. What is more impressive is they both started this company while working fulltime. Liza still works full-time currently, while Sylvia transitioned to full-time at Soul Grain in the near future. The time balance has been a challenge for the owners throughout their time together.
They told us that they did have doubts and concerns, but never about the success of the product, "We wondered if we would have enough money, enough time, enough capacity to pull this off. But our journey has been serendipitous. Every time we reached a hurdle, we made it through. It hasn't been easy, but we've learned along the way and embraced our story."
Throughout our conversation one word continuously came up, "fun". The first major instance was in the kitchen. The duo shared with me that normally the kitchen can be a source of stress and anxiousness and frustration, but for them it is their escape. They love their time in the kitchen as it truly is fun, with one caveat...THE MUSIC. As Sylvia told us, "The music has to be just right, funky. One time I had the wrong music on and the granola suffered", as they both laughed :)
That level of fun translates during product samplings as well. Sylvia told us she is very vocal and will loudly call to people walking by if they want to try some granola. Sylvia, quite the character, told us the questions she receives are pretty comical, but usually it comes down to educating the consumers of the flavors they are offering for granola. Once she has their attention, they are interested in the unique innovation of Soul Grain. She went on, "We promise granola like they've never had it before, they try it and LOVE it. Seeing the reaction and instant feedback is such an incredible experience every single time."
Partner with KLS
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Expand then create again
The company started with creating something never experienced before in granola with their nutritional background and magical flavors. Soul Grain one upped that by producing a specialty flavor, Lemon Meringue Hie, which is infused with THC and sold in local dispensaries. They are working on two new THC infused flavors as well! In addition to these two new flavors, they want to expand into the remaining seven Kowalski's. Which brings us to their favorite moment so far at Soul Grain.
Four months after starting their company, they were sitting in a meeting with Kowalski's sampling their product. They told me the story of how that pitch went, "We walked out of there almost confused, like is that it? Did we get it, are we in? It was so easy and went so smooth, we were shocked." Liza and Sylvia are committed to not only building a business but a culture. The fun they have, the feelings they create when consumers enjoy their product is contagious and they hope to keep reaching new levels.
The partners are envisioning creating multiple cookbooks with the first highlighting different recipes that will incorporate their granola. In addition to the cookbooks, they plan to release other product lines within the Soul Grain family. Ultimately while building the culture, they hope that they both one day can be full-time at the company and then build it even larger to an eventual successful exit. Until then they are going to enjoy each other's company, strengths, and the fun journey they are on together.
Both mentioned that the biggest challenge has been capital and funding. Learning a new industry creates enough hurdles, but being able to grow at the pace of your money can be detrimental. But they both shared why in the end their journey together at Soul Grain is worth it, first Liza, "Have fun and enjoy the journey. Don't get disappointed not if, but when you get a no. Entrepreneurship is hard, it is really hard and not for the faint of heart." and Sylvia followed, "Love it. Can't be successful if you don't love what you're doing. It is like a marriage, it won't ever be easy, but love the process, the product, the journey to make it work."
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In Closing
KLS wants to thank Soul Grain with Co-Founders, Lica and Sylvia. for today's "Together Talks" feature. Keep up to date with Soul Grain's journey with their social handles below!
Also check out where Soul Grain has been featured in the following publications below!