I had the pleasure over the weekend of interviewing the CEO of Sweet Debbie’s Organic Cupcakes, Debbie Adler, to find more about not only her business but the markets they serves.
What made you want to get into the organics foods industry with Sweet Debbie’s Organic Cupcakes?
Over the years, as an avid cook and baker, I have become very aware of the benefits of using organic ingredients. So when I decided I wanted to start
Sweet Debbie’s Organic Cupcakes, it didn’t occur to me to use anything but organic ingredients, because I wanted my customers to derive those same benefits.
Can you give me an idea of the time line you have gone through from initial idea to running business?
I thought of the idea for an organic dessert company in 2005, wrote a business plan in that same year, formulated the recipes in the beginning of 2006, and started selling my organic desserts by the summer of 2006 under Sweet Debbie’s Organic Cupcakes.
Where did you get the ideas for the recipes and what ingredients to keep vs. substitution?
I knew that I didn’t want to use white refined sugar because of its harmful effects on human health, so I first started experimenting with all-natural, low-glycemic sweeteners. I tried brown-rice syrup and stevia, but found that xylitol was the best substitution. I also knew I didn’t want to use butter, so I substituted healthful oils such as extra-virgin coconut.
How many product lines do you currently have and how often do they change?
I have cupcakes, cookies, brownies, muffins, quick breads and granola. Every couple of weeks I try to come up with new flavors in each of the categories.
Have you noticed any seasonal or geographic patterns so far in what people purchase?
I have not noticed any seasonal or geographic patterns so far. People from all over the United States order a wide variety of goodies all year long.
Where did you learn about organics, healthy eating and proper nutrition?
I have learned by reading voraciously and taking seminars.
Have you ever considered sharing some of your recipes in a cookbook or alternative medium to help spread the word not only about your business but your passion for proper organic nutrition?
Yes, I am thinking about writing a dessert cookbook to share my knowledge about how desserts can taste delicious and still be made with healthful ingredients. Also, I speak at schools to let children know about the harmful effects of white refined sugar.
What are your views regarding artificial flavoring and coloring?
There are so many all-natural flavors and colors out on the market now that I feel there is no need to use artificial ones.
What are your views regarding the fast food / dessert industry selling desserts produced at an industrial scale?
I know that it is difficult to maintain a high standard of ingredient quality when producing at a large industrial scale, as well as to maintain a homemade taste which people usually are looking for especially when it comes to desserts.
What has the response been from your customers and media regarding your healthy alternative deserts?
At first it’s disbelief that a dessert can taste good with the ingredients we use, and once they try it, it’s elation, amazement and gratitude.
What are some alternatives to using white refined sugar?
The only all-natural sweeteners that are healthful, in my opinion, are stevia, agave nectar, brown rice syrup, erythritol and xylitol.
How do you stay so trim considering you spend much of your time surrounded by tempting treats?
Well, firstly our desserts are not that caloric, but as with anything moderation is key, and I do eat Sweet Debbie’s desserts every day. Secondly, one of the benefits of using extra-virgin coconut oil in the recipes is that it has been shown to help in weight loss.
Additional Information
You can find out more information about Sweet Debbie’s Organic Cupcakes at their website: http://www.sweetdebbiesorganiccupcakes.com but be warned, you will be highly tempted by their offerings.
The Bottom Line
Deserts can be as healthy as a solid meal if the proper ingredients are used.
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