This episode of Side Hustle Spotlight features a Q&A with Lauren Chew, founder and CEO of plant-based cookie brand Love + ChewingIn 2023, Chew grew its business from $1 million to $3 million and is on track to do $5 million to $6 million in revenue this 12 months, in line with the company. Responses have been edited for length and clarity.
Photo Credit: Courtesy of Love+Chew. Lauren Chew.
What was your day job (or other sources of income) when you began your side hustle?
I worked in renewable energy at a startup called Stem, mostly in sales and business development. Before that, I used to be an assistant to the CEO at SolarCity (Tesla). I all the time knew I desired to be an entrepreneur of some sort, and I assumed learning sales at a small startup can be a good technique to prepare for that.
When did you begin doing this and where did you get the inspiration?
I’ve all the time baked, but it wasn’t until I began living a more plant-based lifestyle that I began experimenting with vegan egg alternatives. I have a sweet tooth and didn’t want to provide up cookies, muffins, and other treats. I spotted that chia seeds could act as a binder in plant-based baked goods, and my goal was to include as many whole foods into my recipes as possible. That’s how I began using dates as a sweetener in all my cookie recipes.
What were the first steps you took to start out your side hustle?
I began baking in my kitchen and applied for a vacation rental license. Then I went out and gave away samples of my cookies to local grocery stores, coffee shops, and even corporate campuses! I actually didn’t think Love+Chew might be a full-time, scalable business until I got a large order from the corporate office and realized my home vacation rental would not have the ability to meet the order.
Photo Source: Courtesy of Love+Chew
What were the biggest challenges you faced while building your side hustle and how did you overcome them?
Selling a nationally distributed food product with a shorter shelf life will be difficult. The U.S. food distribution system is designed to value longer shelf life, to the detriment of American consumers’ health and the environment. In addition, distribution and retail are low-margin businesses, and we are vulnerable to commodity prices. The recent rise in cocoa prices is an example of this.
How long did it take you to see a regular monthly income? How much did you earn from this side hustle?
It took us a few years to see consistent revenue — it wasn’t until we got into retail during Covid that we began seeing consistent orders and understanding our retail velocities. You can now find us in Sprouts, Whole Foods Market, and select Costcos. We’re also gearing up for a few more launches this 12 months. Last 12 months, my side hustle brought in $3 million in revenue.
Since then, you’ve got been involved in this business full-time. What motivated you to make that call?
It got here to the point where I needed to focus solely on the business. [We] I landed a few big clients and realized that my cookie business was greater than just a proof of concept and had legs as a business. I’m also passionate about helping to alter our broken food system. In the United States, all the things revolves around scale and national distribution. That means shelf life is necessary, and food scientists are always developing products that last more on the shelf, which is good for business but bad for human health. I desired to create a product that was available but didn’t contain ingredients like gums, stabilizers, or sugar alcohols. Seeing my product on shelves across the country was rewarding because I feel like I used to be helping to resolve the broken food system.
Photo Source: Courtesy of Love+Chew
What do you enjoy most about running this business?
I’m still learning every day! When I began my business, I knew nothing about running a business or CPG—it was 100% learning by doing. As the business grows, different needs arise and I find I would like to sharpen my skills to maintain up, whether it’s learning easy methods to dive into a P&L, managing an HR process like an annual review, pitching to a recent grocery buyer, or presenting a recent marketing strategy. We spend a lot of time working, so it’s necessary to like what we do and have a “why” for what we do. It can’t just be about the money.
What advice would you give to others who want to start out their very own profitable side hustle or run a full-time business?
You just have to go ahead and start! I think this is the biggest hurdle for most aspiring entrepreneurs. It will be as small as taking an hour a day, or even an hour a week, to see if you’re feeling passionate about what you’re creating and then keep going. Also, discover your “why” for starting a business – there shall be tough times and your “why” will show you how to get through them. Don’t start a business simply to be an entrepreneur, for the status, or simply to make money – that won’t be enough on the days you ought to hand over.
This article is a part of our Women Entrepreneur® series, where we share the stories, challenges, and successes of girls running businesses.