Re-Imagining the Plant-Powered Food Industry featuring Cherie Jackson

The health food industry is growing at an expedited rate. It used to be that nourishing food meant granola. Now there are vegan, gluten-free, and plant-based foods in every shape, size, and color. How are companies creating food that is both nourishing and delicious?

Cherie Jackson, Co-founder of Frooze Balls, offers a great product that answers both of those needs. Frooze Balls are made from a combination of dates and nuts, rolled in coconut, and filled with two delicious flavors. Cherie believes that every human should have access to nutritious food. That means the food should be inexpensive, widely available, and most importantly — tasty. How is Cherie expanding the plant-based food industry with Frooze Balls?

In this episode of the Gooder Podcast, Diana Fryc is joined by Cherie Jackson, Co-founder and CEO of Frooze Balls, to discuss continuing trends in the nutritious food CPG industry. Cherie talks about her core beliefs for running a business, how she got involved with Frooze Balls, and lessons she learned while growing the business.

In this episode we learn: 

  • Cherie Jackson shares Frooze Balls’ backstory
  • Why Cherie believes that nourishing food should be accessible to everyone
  • What are Cherie’s core values for running a business?
  • The turning point for Frooze Balls: a chance email to Trader Joe’s
  • Lessons Cherie learned along the way: take risks, get stuff done, and fail fast
  • Advice for aspiring entrepreneurs
Gooder Podcast

Re-Imagining the Plant-Powered Food Industry featuring Cherie Jackson

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About Cherie Jackson: 

Cherie Jackson is the Co-founder and CEO of Frooze Balls, a nutritious snack company. Frooze Balls are made with whole food and packaged with 100% recyclable material. You can find them in every major supermarket in New Zealand, and select stores throughout Australia, the UK, Europe, and the US.

Cherie has over 20 years of successful global business development experience for B2B, B2C, and nonprofits. She is an expert at intuitively applying market data from primary and secondary sources to develop effective growth strategies. Cherie is also a Marketing Consultant for Moonlight Beverage Company. Previously, she was the Chief Marketing Officer for Jindilli and the Communications Director for Hinsdale Adventist Academy.

Guests Social Media Links: 

LinkedIn Cherie Jackson: https://www.linkedin.com/in/cheriejackson/

Website: https://froozeballs.com/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Transcript:

Intro 0:05

Welcome to the Gooder Podcast where we talk with powerhouse women in CPG about their journeys to success. This episode is sponsored by Retail Voodoo. A brand development firm guiding mission driven consumer brands to attract new and passionate consumer base crush their categories through growth and innovation and magnify their social and environmental impact. If your brand is in need of brand positioning, package design or marketing activation, we are here to help. You can find more information at www.retail-voodoo.com.

Diana Fryc 0:46

Hi, Diana Fryc here. I’m the host of the Gooder Podcast where I get to talk to the powerhouse women in the food, beverage and wellness categories about their journeys to success and their insights on the industry. Thanks for joining us today. Really quick here. This episode is brought to you by Retail Voodoo. Retail Voodoo is a brand development firm. Our clients include Starbucks kind Rei, PepsiCo, highkey, and many other market leaders. We provide strategic brand and design services for leading brands in the food wellness, beverage and fitness industries. If your goal is to increase market, share, drive growth or disrupt the marketplace with new and innovative ideas. Give us a call. Let’s talk. You can visit retailvudu.com or email info@retail-voodoo to learn more. Well today we get to speak with Miss Cherie Jackson, the CEO and Co-founder of Frooze Balls. Now Cherie goes by many titles Queen baller chief of everything officer and mom are just a few could be why we like each other I’m not sure. And Cherie attributes her success in marketing to her fundamental belief that each human is an inestimable value. Everything she does, including the way she interacts with her customers is framed by that philosophy. Cherie is Co-owner of the company that makes Frooze Balls a delicious, healthy snack created in New Zealand. Frooze Balls are found in every major supermarket in New Zealand, and in select stores throughout Australia, the UK, Europe and now the USA. Yay. Well, hello, Cherie.

Cherie Jackson 2:21

Hi, how are you Diane? It’s so nice to talk to you.

Diana Fryc 2:24

Yes. Nice to talk to you again. Now. Are you in Chicago? Remind me?

Cherie Jackson 2:29

Yes, I’m out in the western suburbs of Chicago. And it’s a lovely, sunny day for a change. So that’s good.

Diana Fryc 2:37

Well, we’re getting to those months now where you might be not be saying that for too much longer. So I am so excited to connect with you again. And just for everyone to know Cherie and I met at the sweets and snack show earlier this year. It was the first show that I’d been to in a year and a half, I think pretty much everybody else. And she and Frooze Balls. were holding court in the center of the floor. It was so awesome. Did that show end up being a good one for you?

Cherie Jackson 3:05

It was excellent. It’s actually the first show that we had presented through schools. And it was it was tremendous for us. We had so many. We were just jammed the whole time was really?

Diana Fryc 3:17

Yeah. Oh, I think ended up being a really good show for the people that did go because it was that the buyers that were there. I think the ones that were the literally in the market. They were not a lot of looky loos like you would expect to see in a regular show. And so what I heard, at least from the people that I spoke with, such as yourself, that the conversations were quality,

Cherie Jackson 3:45

that were really quality. And in fact, it’s I’m still following up and had a lot from the show. We didn’t know what to expect, you know, that was the really the first post pandemic shows so we didn’t know what to expect. And, you know, people told us that the numbers were down. But that wasn’t the feeling that we had at our booth. There was always somebody at our booth was great.

Diana Fryc 4:10

So you have to tell me a little bit before we start, you’ll have to Where’s Queen baller come from? Is that related to Frooze Balls? So that’s something else?

Cherie Jackson 4:18

Yes. No, no, no, I’m not a basketball or in my spare time or anything like that. It’s really what my children refer to me. It’s like you’re the queen bee, the Queen bowler. It all done or pertaining to at least

Diana Fryc 4:32

Oh my goodness. Well, before we get into too much of the details, let’s let’s take a moment here. I always like it when my guests have a moment to talk about their brand. Can you tell us a little bit about Frooze Balls and why it exists?

Cherie Jackson 4:47

Yes, sure. So my business partner Jeremy. We started out our careers together quite a long time ago back in New Zealand and we started our marketing careers. Together, and Jeremy went out. And he, he quit our fabulous corporate job. And he went and started these two vegan cafes in New Zealand. And you know, that’s 20 years ago. So it was pretty bold thing to do. And anyway, but he was successful, and he still is successful. So he went on to become a celebrity chef, like he was, he was living his passion. So you know, he’s an author of recipe books, and all sorts of things. But one of the things that he used to make in the cafe were these Frooze Balls, and he called them bliss balls back then. So you know, they would hand roll them and customers wanted to take them home. And you know, he saw a commercial opportunity. And so he partnered up with another mutual friend of ours, who is basically a child genius magician. When it comes to engineering, he’s okay. But he created these fabulous machines that automated the process and commercialized the products. And we have free source today. And probably should tell you what they actually are. Yeah, talk about that a little bit. You know, yeah. So they’re basically they’re a combination of dates and nuts like almonds and cashews. And they balls rolled in coconut, and we’ve got these two yummy feelings inside. Every Frooze Balls extra should show me show you.

Diana Fryc 6:24

Oh, that. Yeah. Let’s see one. Yeah, yes, yes. Yes.

Cherie Jackson 6:28

So that’s the packet is a free source packet. And this is what they look like. They look like a yummy little truffle, I guess you’d say. Yeah. And then on the inside, you’ve got these. cashew butter. Yeah. Yeah, so it’s just a delicious, healthy snack. It being tasteful, it was the most important thing for us. You know, Jeremy runs cafes. If you don’t have good tasting food, people don’t come back. So it’s the same with, you know, any any CPG item really. So being tasteful. It was important, but it also had to really aligned with our philosophies on health. So it had to be plant based, it had to have no added cane sugar. You know, it’s gluten free, which is just helpful. This happens to be you know, it’s kosher. It’s just all the good things. But taste is the most important

Diana Fryc 7:22

thing. Yeah. Now a couple of things that I remember that I want to ask about specifically is one is the manufacturing of these things is so a wee bit tricky, right? And when you say magician, you are not joking,

Cherie Jackson 7:37

I am not joking. Yeah, to the extent that sweets and snacks, a lot of the people that were hanging around our booth were from the really big companies. We had like entire r&d teams that were just standing around trying to figure out how it was that we were able to get these two different fillings with different viscosities and retain the, you know, the form. Yeah, I mean, it really, it might seem like a simple thing. It’s like two fillings inside a ball. You know, how could that be? so tricky? Yeah, but clearly it is.

Diana Fryc 8:10

Okay. And then I seem to remember that your children may have had some influence on this product and I don’t remember how that is exactly yeah.

Cherie Jackson 8:23

So my our family are all vegetarian My husband is a lifelong vegetarian the kids are as well. And I am now I have been for the last 20 something years. So they all Yeah, they chose this some new flavors that are coming out and my daughter in particular, Jeremy will send her a court specifically a new flavor that’s not even on the market. And she’s you know, quite adamant that that had to be you know what it was, but their athletes and you know, they again, they wanted good nutritious food to fuel them.

Diana Fryc 8:58

Excellent. Now house has been the house the response in the US been to this priming. I’m gonna guess after sweets and snacks, your responses, sweets and snacks. It’s been pretty great. How are we like we talking about large retailers specialty or everything in between?

Cherie Jackson 9:16

We’re talking about some really large retailers, which is exciting. And that will be nice. Watch this space. It’s coming soon. We’re talking about some specialty as well. Some really awesome little mom and pop setups as well that, you know, I love doing business with with owners like that. Yeah, so there’s some really cool things coming down the pike for us. And in terms of the reaction in the United States. So I I started doing this four years ago in America, and that became my full time gig. And you know, we started we reformulated obviously had the kids taste testing to make sure it was something that would be a go Yeah, and We were formulated. And then we launched onto Amazon and the customer response has been tremendous. Really? Yeah, it has.

Diana Fryc 10:09

Now as you and I were preparing for this show, we kind of had a moment of clarity or the our minds melded we were talking about what really ended up being is kind of the democratization of healthy snacking. And what I meant by it when I was talking to you is like taking this idea of healthy eating, which seems to be pointed at kind of a more affluent consumer, and sending it down channel because we want to not only feed these people, but we want to, we want to educate them too. And marketing our products is the way we do it. For you specifically, when we had that moment, what, why did that hit home for you what was happening in your head?

Cherie Jackson 10:55

Um, so I grew up in Australia, where everybody has access to the fundamentals that I think every human should have access to, you know, one of the things you said in my intro was that my life is guided by the belief that every person is of inestimable value, not just because you’re rich, or you’re poor, or whatever it is, you are because you are. So you should have access to healthcare, great education, I think every person should have an education as is excellent as my kids have access to in the public system, and nutrition, just good healthy food. I had not heard of food deserts before I live in America. Oh, really? Yeah. And to me, the idea that people just don’t have access to or ability to get to a supermarket or, you know, that places, you know, businesses are opening up in certain communities, for whatever reason, you know, that exists, it’s kind of horrifying to me that people don’t have access to just basically nourishing food. So, you know, that was a really, I did enjoy that conversation with you, because it did help to clarify our purpose, because we always say we want to make accessible healthy food. And it’s kind of it’s taken a while to really define why that is. But that is fundamentally we want, you know, we don’t have organic products, because it makes it too expensive. So we try and keep it you know, below the $2 retail market, so it’s easy to purchase. It’s a it doesn’t require any refrigeration, so it can be sold anywhere, it lasts for a long time, but it’s still nourishing. So there’s all of those things came to quite into play. And we may not have really been able to define it clearly. But that’s why we do what we do and why we exist.

Diana Fryc 12:50

Do you feel that that’s something that’s been in your DNA all along? And this is just an expression of it? Or do you feel like maybe you came to it through this opportunity.

Cherie Jackson 13:04

It has always been a part of who I am and what I’ve done, every every, pretty much every job that I’ve done as head of it has had to have a higher purpose. Often my my roles have revolved around children or marketing to children or being about being accessible to children that don’t get a choice, you know, where they, you know, they don’t, so it’s up to the rest of us to make sure that they they’re afforded the opportunities they that they, you know, to flourish. So I think, you know, I, as I said, I grew up in a wonderful family, I had a one, one grandmother in particular, her favorite saying was a true lady can dine with with pigs. But it was her absolute belief that she was no better than anyone and she was no less than anyone she, you know, and I just I think that is gives you like this really lovely confidence in life. You’re not better than me, you’re not worse than me. But you know, we’ve each got something to share value.

Diana Fryc 14:08

Mm hmm. I had a conversation with someone recently who told me that the way American advertising works, relies on that better for you less than you sort of POV and she was wondering out loud during our conversation, whether or not that was contributing to this kind of continual divide in healthy versus not healthy. So interesting that you point that out? Yeah,

Cherie Jackson 14:42

yeah. And I kind of want to move away even from the term healthy, not healthy and nourishing, but yeah, I sing is a much I guess it’s a real motherhood term, but it’s Yeah, you know that that just makes it warmer somehow.

Diana Fryc 14:59

Well, let’s Let’s step back a few years before Frooze Balls in maybe don’t have to go back to the very beginning of the career, but maybe you can take us down the path of where you were at to the beginning of Frooze Balls, like, was it coincidences? Do you feel like there was something kind of driving you to this greater good that you would own? And I know that’s a really big lofty question to ask, but I just lay it out there like

Cherie Jackson 15:25

that. Yeah, it’s, it’s not I think, I lived in Canada. That’s one of the countries that my husband and I lived in. And there was this brand up there, silver Hill hills bread. And they had they had this quote, on their, their bread at the time, and it was basically referring to that idea or that concept of being of inestimable value. And it really sparked an idea for me, you know, I even wrote like this philosophy of how one day I want you to run a business. So I wanted to run a business where the ingredient we purchasing brilliance, we did, because the end consumer was our inestimable value, the way we treat our employees, is because they’re of inestimable value, you know, all of those things, the dealings with externally external parties. We do it in such an authentic and honest way, I guess I can’t think of the correct term. But you know, we do it in a in an accurate way, because they have valuable people. So yeah, I mean, I know, it sounds probably relatively simple. But I’ve always had that yearning to run a business in that way. That the profits, you know, that they use to help people who may not understand how valuable they are, whether it’s because of where they were born, or what their home I saw there, you know, you know, they’ve, they’ve lived circumstances that have taken that away from them. So yes, there’s, there’s been that burning desire from from the beginning of my career, probably, but the aha moment was as a result of reading and just a line on a packet of bread. So yeah,

Diana Fryc 17:08

I love that, because I think a lot of people don’t know, especially when you’re a brand that is a values based brand. You want to believe that you have a difference that you can make a difference. And sometimes you don’t know that that difference will be inspiring somebody else to create their own set of inspirations. I thank you for pointing that out. I because inspiration comes from places. Yeah. Well, as you, you know, as you think about Frooze Balls and kind of those earlier days, when did you guys know that you had a good idea?

Cherie Jackson 17:50

Oh, gosh. So Jeremy, had done this great job in New Zealand. And he had commercialize the product, he had it in pretty much every supermarket. And I wasn’t involved in the business at that point stature. But life some life circumstances happened. I was actually made redundant from my dream job about four years ago. And my, my amazing husband, and you know, he’s like, why don’t we do Frooze Balls full time we both had a background in in, you know, food marketing and our food grocery business. So it’s like, why don’t we just give this a go, he you know, he still does his full time gig. And helps, he’s amazing. But it’s like, Okay, we’ve got collectively, you know, a lot of experience across four different countries. And it’s like, let’s, let’s just give it a go. Now we can so we do. The movement toward plant based food has never been stronger. You know, even a grading of launching of launching Frooze Balls would like to be put vegan on the on the packet. Because a vegan was always you know, that granola or it could be Yeah, fringy type word. But now, like, it’s a real asset to have that association with your brand. So, you know, we still call it plant powered and we want to be fun and, and all of that. But it’s Yeah, so you know, we were vegetarian. It’s part of who we are. And the idea of promoting something that we really believed in. You know, we just thought the time was right.

Diana Fryc 19:27

Yeah. I spoke with Oh, who is it now? Somebody I had on the show a while ago. It’ll come to me in the shower tomorrow, I’m sure. But after I’ll look it up after we record here, but this woman told me that plant based was decidedly created to offset the negative stereotype of vegan and it was a conscious effort by big business to go in that direction. So I don’t think v Has this stigma of for a while there for great while there vegans were considered, it was like a political movement as much as dietary movement. Now it’s softened up quite a bit. And it’s, it’s good. I mean, I’m, I’m glad for sure.

Cherie Jackson 20:17

I am too. And I think you know, the idea again, of nourishing your body like, and the best way to do that is by eating more plants, the plant base, it always comes back. You can’t just say, you know, blueberries are the best thing ever. And you know, you can’t survive without Lou, you know, we’ve gone through all of those things. Yes. Soy and yes, you know, omega three or whatever it might be kale. Kale. Exactly. cauliflower. But it’s it always always comes back to Whole Foods, plant base in a variety. So yeah, yeah.

Diana Fryc 20:52

Well, now what was the turning point for you? Where when? When did you start getting some real traction?

Cherie Jackson 20:58

I sent a very cheeky email to somebody at Trader Joe’s? Oh, did you know I did. And I said to them, and this is true. I said, I stole your email address from my husband. Which I did.

Diana Fryc 21:17

And I like I like you.

Cherie Jackson 21:23

And then I confessed to it in my email and just said, You know, I stole stole your email address, and I’ve got this cool new thing. And we would love to be a part of your, your lineup. And I just, I guess I hit the right person at the right time. And they are the most wonderful partners. So trade Trader Joe’s we went, you know, obviously had to taste good. It had to get through their panel, all of the, you know, the hoops and loops that we had to go through to get there. But we did. And so we, we, we launched into Trader Joe’s June last year, amid pandemic, everything that’s gone on there. And it has absolutely been out to the point.

Diana Fryc 22:08

That’s wonderful. So, I there’s so many of those amazing stories over the pandemic, I think the pandemic has really created a set of bold and courageous people like yourself, taking those risks and doing some amazing things. Now, as you know, as you’re talking about, you know, this Trader Joe’s might be the story, but was there any point here, you know, you your background is more established organizations quite large if I remember, multiple layers of management, huge teams, owning supply chains, etc, etc. When in this new Frooze Balls space, were there any like moments of like, ah, like me? Yeah, aha, zeros, like, where you’re connecting the dots between what was happening at a larger level, but could kind of be connected could be salvaged by the safety net, and number of people that you just like, made sense that you just stumbled across here in this moment? Does that make sense? What I’m asking?

Cherie Jackson 23:21

I think that said the difference between having the safety net and all the processes and all that sort of thing. We just get stuff done, right. So that’s the difference. We take risks, we get stuff done, we fail fast. You know, there’s been plenty of flavors that we’ve launched in gone, we’ve loved it, but the customers didn’t know, it’s like, okay, you know, not being emotionally attached to those sorts of things and flogging that day, that dead horse. So I think the other thing, you know, we’ve learned a lot, Jeremy and I both started in the same and my husband to actually, we also have in the same business. Back in New Zealand and Australia, which was phenomenal, a huge breakfast cereal and company, we really had the benefit of, you know, we were really invested in and we learned so much and had access to all sorts of different aspects of the business, we’ll all attribute you know, our foundation to that that company. But then doing it ourselves. There’s like, we still refer to it and say, well, that wouldn’t have happened in this company, because it would have taken, you know, five committees and over 10 years to get something to market. So we just get stuff done. And we do it well. Quality, all of those sorts of things are never, you know that just that focus on the end consumer, that constant focus. We don’t have internal politics that we get distracted by the really wonderful thing about having your own business and a kit and it’s relatively small still is that again, it’s all about our customers. So every We do the way we talk, you know, the way we market. It’s always got to be about that and customer. Nice. Does that help to kind of answer? Yeah,

Diana Fryc 25:09

for sure. For sure. I think when I was speaking with Janet Lee, She now works for Rei. But when she was working at PepsiCo, she was working in one of those in the kind of what he called those little divisions where they’re brainstorming. And one of the things that she was tasked with doing where her team was tasked with doing was trying to bring in entrepreneurial behaviors into that large organization, because they’re, they’re smart enough as an org at the top to understand that they were an albatross. And somebody once said, you know, when you’re steering something as big as PepsiCo, you’re steering the Titanic, you can’t just make a zag, because there’s implications across the company are too grand. Sometimes that people overthink that then and they get outside of being true innovation. So I think, always good to remind people that when you and I think that’s probably the draw of a lot of people who are leaving big CPG to small, is they want that nimbleness, they want that ability.

Cherie Jackson 26:21

It’s fantastic, like I love that’s one of the things I love about what we do is it’s not it’s also not just about the business. Yep, doing this, and in at the perfect time of my family’s life cycles. So, you know, I can I can, I’m a mother first, and I’ll always will be a mother first. And I’m not I’m not apologizing about that to anyone. That’s what that’s who I am at the very core of me. So being able to drive my daughter to diving or, or whatever it might be, yep. I really value the ability to run my business around my life. So yeah, I love

Diana Fryc 27:01

it. So what’s the future for look like for you? And maybe Frooze Balls? What can we look forward to

Cherie Jackson 27:08

seeing from you? You can look forward to seeing Frooze Balls in a lot more places. You can look forward to seeing a lot more flavors and and more interesting marketing coming up as well. Yeah, I guess I can just say watch this space.

Diana Fryc 27:25

There you go. There you go. And any advice that you would like to give to other either entrepreneurs or aspiring entrepreneurs, now you’re a year for Frooze Balls, right? You’ve launched only in the last year, if that doesn’t give anybody kind of a wink and a nudge on what that process looks like.

Cherie Jackson 27:47

It’s Yeah, like, keep going, if you really know that you’ve got something special. And that’s something, you know, the fundamentals are there. Just keep trying. The other thing is networking, and being available to help other people and allowing other people to help me I think, you know, don’t be proud, I guess, is what I can say. You know, there’s plenty of times where I’m at the very beginning of this, I was hauling boxes in the back of my car banging my head on scaffolding in the in a warehouse. And, you know, we were packing up variety, variety boxes in the basement, you know, you know, there was it was hard, hard yards. And at times were just like, really, is this worth it? But we persisted. And you know, we’re super grateful that it is worth it. It has been worth it for us. And it continues to be

Diana Fryc 28:41

yes. That’s wonderful. Now, we’re kind of coming up towards the end of our recording time. And I always have a set of questions that I like to ask every guest and the first one is do you have I call it a cocktail hour tidbit? Do you have an interesting fact that you like to share and it could be about what you the business that you are now or anything from your previous life that that you usually whip out and people go Oh, I didn’t know that that many people bought lipstick on a given day or whatever that might be? Mmm

Cherie Jackson 29:17

hmm. I I don’t know. I guess I mean, if I was going to talk about jewelry, you know it would be like I was a vegetarian cooking instructed. That was my very first job in life. So Oh, really? So if you want to come over to our blog, and I’d love having people over Okay,

Diana Fryc 29:41

what’s your address again? You guys, any your whole family’s vegetarian, right? We are. Okay, yeah. Okay. Now, are there any other women leaders or rising stars out there and that you are watching or not? Watching but that you would like to elevate or just simply publicly admire?

Cherie Jackson 30:05

Yeah, actually there they really are. There’s one lady that I’ve encountered recently and she is extraordinary. Her name’s Vicki Reece. Okay, she runs, she runs this community, huge community online community called joy of mum. And okay, Vicki is all about providing safe spaces for mums to support each other. Okay. I’m just starting to get a little more involved in the nature inside of that. A painter she she’s she’s really real so I you know, she’s got a she’s got a huge community. It’s it’s millions of mums that show my gosh, has, Yes, she’s amazing. But she doesn’t do anything paid like this. It’s truly authentic community that she has developed. And she’s very technical. So I love Vicki. I think Madeline Haydon from that thoughts? Yeah, he’s from Seattle. Madeline, Madeline was really willing to provide me with advice in the beginning. She’s an Allah, I’m really grateful for women who are open. And you know, it’s like, this is what I’ve learned. The world is big enough for us all to have a piece of the pie. the generosity of advice and kindness like that, you know, I just really appreciate it. Madeline and then the other woman. I’m I can rave on about all the fabulous women there. Yes. Actually, in my office, I had this whole I have these two shelves, and it’s all about girl bosses. And I have pictures of these inspiring women in my flower. Nice.

Diana Fryc 31:41

I love that. I have something not this exactly the same, but very similar. Very similar. Yes, yeah.

Cherie Jackson 31:50

And the other the other woman is, her name is Kristen Schroeder. And she is the co founder of a business called moonlight beverage. You probably have an encounter. Kristen. She and her husband have created these really cool drinks and they will about they’re all about elevating women’s health and especially like sexual wellness, which is kind of like a taboo

Diana Fryc 32:14

area. Oh, yeah. Especially in the US.

Cherie Jackson 32:17

Yeah. Oh, yes, my gosh. But she what she’s doing for women and what she’s doing in her business are just fantastic. So you mean like their bridge their

Diana Fryc 32:27

marriage? Okay. I’m curious. The first woman that you mentioned, how did you connect with her?

Cherie Jackson 32:34

through a fantastic guy called John Galetka, who is a he has his own ad agency. And I’ve done a little work with him. And I guess he he felt like connecting us would be of value for us both. Yeah, it was a really great heart, heart and soul connection. Yes. Yeah. So that’s how I encountered Vicki.

Diana Fryc 32:54

Okay. And then my last question for you is, what brands or trends it could in our kind of our space, what do you have your eye on? And why are you watching it?

Cherie Jackson 33:07

Oh, goodness. I mean, I guess there’s a lot of really disruptive brands in the vegan space, not necessarily our competitive space ranking in the vegan space that I find fascinating. The beyond meats and the impossibles. And all of those, I just think, what they’re doing and how they’re doing it and even like me, arkose like the way he took on dairy, and said, You know what, it’s okay for us to use the term butter up like she just she just single handedly almost won that battle against a behemoth so yes, yeah, so I guess I’m watching companies that are doing really meaningful things as well. You know, I want to learn from other companies and how they live their purpose and and I want to replicate that,

Diana Fryc 33:57

too. I love that. That’s wonderful. I I’m sure I have a handful of women. They’re not coming to me right now. But I I have a few people that I should probably connect you to in your spare time. You can reach out to me. I would love that. I know. Well, we’ve been talking with Cherie Jackson, co Are you co founder you founder How do you I’m

Cherie Jackson 34:21

Co-owner, Co-founder here in the United States.

Diana Fryc 34:27

Okay, Co-founder and CEO of Frooze Balls. Cherie, where can people learn more about you

Cherie Jackson 34:33

go to www.froozeballs.com you can and then just pop into Trader Joe’s and go and buy some.

Diana Fryc 34:44

Thank you so much for your time today. And thank you for all that you’re doing. We can see that you are we should be keeping an eye on you for sure. I’m excited to watch Frooze Balls grow into whatever it’s going to be Thanks, Diana. Thank you so much, of course. All right, everybody. We’ll see you again next time.

Outro 35:09

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Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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