Progress is Better than Perfection: A Conversation with Denise Woodard, CEO of Partake Foods
According to the leading food allergy resource organization, FARE (Food Allergy Research & Education), roughly 32 million Americans, and 1 in every 13 children, are living with a potentially life-threatening food allergy. Black children are at a significantly higher risk of developing these allergies and it is very likely you or someone you know is managing a food allergy.
As a hospitality leader, we're always looking to find partners and vendors who share our culinary philosophy on creating delicious, nutritious food for our guests, but finding those who also meet all our allergen standards - especially in a consumer packaged good - can be challenging.
Enter Partake, an incredible brand (with an even more incredible story) dedicated to creating "delicious, allergy-friendly foods that those with and without food restrictions can enjoy and share with confidence." All their offerings are certified gluten-free, non-GMO, vegan and are free of the top 9 allergens (wheat, tree nuts, peanuts, milk, eggs, soy, fish, sesame and shellfish).
Not only are we obsessed with Partake Foods, but CEO & Founder Denise Woodard and her family have sampled the FLIK goods through our FLIK Independent School Dining division, and as a Black & Asian woman-owned business, Denise also shares our passion for creating opportunities and bridging the equity gap for underrepresented people seeking careers in the food and beverage industry. Talk about a triple threat!
We have the unique opportunity to connect with Denise and talk all about her career and how Partake came to be. Check it out.
FLIK Hospitality: Denise, we’re so excited to have the opportunity for a Q&A – again, thanks for participating! We’d love to kick off with a little bit of background for those who don’t know your amazing story about Partake Foods. Can you give us an overview of how and why Partake came to be?
Denise Woodard: I founded Partake Foods in 2016, shortly after my daughter Vivienne was diagnosed with multiple severe food allergies. I couldn’t find any snack solutions that met my nutritional standards, safely satisfied her taste buds, and allowed her to happily snack with her friends, so I left my career at Coca-Cola and set out to do something about it!
Today, Partake is a Certified B Corp that offers a line of super delicious cookies, baking mixes, and pancake & waffle mixes that are certified gluten-free, non-GMO, vegan, and free of the top 9 allergens (wheat, tree nuts, peanuts, milk, eggs, soy, fish, sesame, and shellfish). The products are made with better-for-you ingredients and offer a variety of new and nostalgic flavors that those with and without dietary restrictions can enjoy.
FLIK: What was your career journey prior to Partake Foods? Have you always had an entrepreneurial spirit?
DW: Before starting Partake, I had a nearly decade-long career at Coca-Cola, but I’ve always had an entrepreneurial spirit. My father owned a small trucking company, and I saw firsthand the grit, passion, and determination it took for him to succeed as a business owner. Even in the early days of building this brand, when I was self-distributing and self-funding, that entrepreneurial spirit never wavered. I knew this brand and the purpose it would serve for food allergy families was greater than myself, and that belief has continued to keep the fire lit on this often unglamorous journey.
FLIK: As a company also rooted in wellness and we’re so excited about Partake Foods’ commitment to high quality, healthy ingredients. It seems very en vogue today, but that hasn’t always been the case – especially in the CPG space. What were some of the biggest obstacles you faced in breaking through the noise and getting the right investors on board?
DW: There were obstacles at every turn! I bootstrapped Partake for the first two years, emptying my 401k, selling my engagement ring, and selling cookies from my car to NYC-area grocers. I heard 86 “nos” when raising my seed round of fundraising before hearing “yes” from Marcy Venture Partners (co-founded by JAY-Z). Because they were willing to take a chance on me, I had the capital I needed to grow the business. And today, I really credit the relationships I've made with suppliers, the innovation Partake has brought to life, and the way we've scaled over the past 3+ years to the team of investors sitting around the table with me. I know there is a need for accessible, delicious allergy-friendly products, and that's why Partake exists. You can cut through the noise when you're passionate about your mission and the need you're filling.
FLIK: It feels like lately many organizations are doubling down on their effort to be more inclusive in their partners and retail offerings – specifically companies looking to partner with minority-owned businesses. Has this impacted your business strategy at all? And if so, how?
DW: While I wouldn’t say this has impacted our business strategy because we were focused on being inclusive from the very start, this doubling down has helped us build stronger supplier and retail partnerships, as support and allyship for women-owned and minority-owned businesses continues to pour in.
Editors Note: In 2020, Denise founded Black Futures in Food & Beverage, an annual fellowship program that mentors HBCU students and helps them secure internships and jobs at the program’s end. Read more here.
FLIK: How does your background as a Black-Asian-Female entrepreneur and experience dealing with racism and sexism affect how you lead your own company?
DW: When you look across the ranks of boards and senior executives at big and emerging CPG companies, there’s not much diversity. And because I know what it’s like to walk into a room and be the only woman of color, I’m committed to making sure Partake hires diverse individuals as we build out our team and that they all feel comfortable showing up as their authentic selves. Each of our unique experiences add so much value to Partake, and I’d never want to shy away from that.
Also, because limiting factors such as the racial wealth gap made it more difficult to raise my first seed round, I am constantly looking for ways to lift as I climb and provide mentorship, guidance, and advocacy to minority founders in similar positions that I was.
FLIK: The global theme for 2023 Black History Month is Black Resistance. And from resistance – this refusal to comply or accept the status quo – we find a blossoming of understanding so profound that it leads to transformation – and ultimately liberation. This year FLIK’s Black History Month celebration focuses on individual liberation practices, celebrating Black Liberation through food, community, music, and literature – and what makes you feel free to be you. How do you find liberation?
DW: I really hone in on my self-care practices, like running (a renewed hobby), meditating daily, and spending time with the people who bring me joy, like my friends and family.
FLIK: What advice would you give to your younger self? Whether it’s related to parenting, relationships, entrepreneurship, building community. Anything. What’s your one piece of advice to live by?
DW: One piece of advice I would give my younger entrepreneur-self would be, "Progress is better than perfection."
In the early days of Partake, Seth Goldman, the founder of Honest Tea, gave me the advice to “Just get started.” Over time, by listening to our customers, I would get the feedback I needed to iterate and create a product that people wanted and loved. I always strive to improve (at least a bit) every day because I know it’s the small, incremental changes that make a seismic impact.
FLIK: Ok. Final question is in the form of a Speed Round.
- Favorite Partake Cookie flavor. I have a major sweet tooth, so Crunchy Chocolate Chip cookies all day!
- Last song you downloaded. Technically, "Party All ‘Round the World" by LOL Surprise because my daughter rules my Spotify, but by my own choice, the last song was “Free Mind” by Tems.
- What trait most defines who you are in one word? Resilient.
- Netflix or HBO Max. Netflix.
- Morning person or night owl. Morning person.
- Coffee or tea. Coffee.
- What is your go-to meal? Nothing beats pizza after a long week.
- Last podcast you listened to. The Behind Her Empire podcast…I’m featured in one of the latest episodes!
Ready to listen to the Behind Her Empire podcast and other leaders and voices the EC is obsessed with lately? Check out our Spotify playlist below.
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At FLIK Hospitality Group we believe in great food, great service, and great people. Our wellness first approach ensures our food supports healthy and delicious choices, specially curated by our team of culinary experts and registered dietitians. At FLIK, we believe in seasonality in sourcing our ingredients and providing a customized approach to the culinary and hospitality needs of each client. Our dedication to providing quality hospitality service is unparalleled in the industry.
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