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 Sarah lance sa propre marque : Foodstirs

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Miss Kitty
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Nombre de messages : 58977
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Date d'inscription : 07/01/2009

Sarah lance sa propre marque : Foodstirs Empty
MessageSujet: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 9 Sep - 13:34

Sarah lance sa propre marque avec deux autres mamans : Foodstirs ! Il s'agit, pour reprendre l'explication de SMG-france, de "kits de cuisine pour tous, dont les enfants, crées à partir de produits sains, sans OGM/produits artificiels". Sachant qu'un livre est également en prévision pour 2017.

SOURCE INTERVIEW GREATIDEAS.PEOPLE.COM

TRADUCTION de l'interview ICI par SMG-France

Citation :
Sarah Michelle Gellar Launches Line of Baking and Food Decorating Kits

Sarah lance sa propre marque : Foodstirs Sarah10

Surprise! Sarah Michelle Gellar has started a new cooking and lifestyle brand called Foodstirs!

The kid-friendly line, which will be sold online starting in October, includes three signature baking mixes (for brownies, cupcakes and cookies), frostings and specialty curated food crafting kits that come complete with decorative supplies and tools. The products also contain non-gmo ingredients that are free of artificial preservatives, flavors and colors. (A portion of the proceeds from each sale will also go to charity.)

So, what inspired the mom-of-two to launch the line? Pinterest and a playdate, Gellar tells PEOPLE.

After setting up a day of baking with their daughters, Gellar and Foodstirs co-founder Galit Laibow (“mom friend” Gia Russo is the third co-founder) went in search of an artificial-free mix. “We went to the supermarket to get a mix and were really surprised that there was no better-for-you baking option,” says Gellar. “I thought baking included butter, sugar and water and I couldn’t even pronounce half the ingredients in these mixes. So, we did some research and made our own from scratch.”

Sarah lance sa propre marque : Foodstirs Sarah-12

And Gellar — who had looked to Pinterest for fun, food crafting projects — wanted to offer other busy moms a line that made it easy to actually buy and make the treats like the ones found on the site. “Our whole idea is to bridge the gap between inspiration and execution,” says Gellar.

And to also inspire more family time.

“There’s really a great connection you only truly get when you unplug for a bit,” Gellar says of spending time in the kitchen with her kids. “And you realize cooking is so much more than just cooking — [it’s learning] math skills, language skills, motor skills, life skills and it’s confidence building because kids start to believe they can accomplish this stuff. The pride and confidence I see in my daughter [5-year-old, Charlotte] when she’s baking with me, is exciting.”

Cooking has also created more bonding time in her own household. “It doesn’t hurt that my husband [Freddie Prinze Jr.] when to culinary school and is an amazing chef. But I’m not, so it’s great to have this experience alongside my kids,” she says. “He was always the chef and I was always the creative one. I’ll paint anything! It’s really brought our family together.”

As for Gellar’s goals for the brand, she’s hoping to eventually launch a line of kitchen tools for kids and “ultimately have DIY crafting stores.”

The star is also set to release a new book (to be published by Hachette Book Group) described as “a comprehensive, fun and inspiring guide to the art of food crafting from concept to execution” in the spring of 2017.

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MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeJeu 10 Sep - 16:19

J'adore ce nouveau projet parce que j'adore la cuisine et faire du good crafting depuis le temps qu'elle partage ces œuvres sur les réseaux sociaux ça me tentait!

J'espère que tout sera disponible pour l'international!

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MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeVen 9 Oct - 15:46

C'est cool, je suis contente pour elle =P
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MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeSam 22 Avr - 9:58

Article de Marie-Claire partagé par SMG sur Twitter :



Citation :
Sarah Michelle Gellar's Second Act? Disrupting the Food Industry

How the star battled venture-capital sexism to make the (big, scary) leap from the screen to the test kitchen.


When I arrive at Foodstirs' headquarters in late March, everything about it screams startup. The Santa Monica live/work space has a kitchen in one corner, a small den in the other, a balcony to soak in California's warm rays, and a high-ceilinged room where the bulk of the team sits around a table littered with laptops and Foodstirs swag. But unlike other startups—where the air can taste stale from frantic all-nighters and Postmates deliveries—the Foodstirs office smells delicious.

"Cookie?" offers the organic baking company's co-founder and chief brand officer, Sarah Michelle Gellar. Yes, that Sarah Michelle Gellar—the vampire-slaying feminist hero of your youth. She has a frenetic, contagious energy: her co-founders are on spring break with their families, her nanny went on maternity leave that morning, and she's heading out of town for a massive book tour in a few days. "Poor, Freddie," she says. Yes, that Freddie—Freddie Prinze Jr., the turn-of-the-century heartthrob whose Tiger Beat posters wallpapered your middle-school locker. He'll be on parent duty while Gellar hits the road to promote her new cookbook, Stirring Up Fun with Food, with her Foodstirs CEO and co-founder Galit Laibow. "Freddie and Brian [Laibow's husband] will be figuring it out together," Gellar says.

Sarah lance sa propre marque : Foodstirs Galler10


Figuring it out together has been Gellar and Laibow's motto since launching their company two years ago. The pair got to know each other when Laibow had a public relations firm, repping clients like Jessica Alba and Rosario Dawson. Eventually, their older daughters ended up at the same school and became obsessed with cooking shows. In 2014, Gellar and Laibow decided to recreate a Food Network-style experience for their kids during a play date. "We went on Pinterest—at the time I called it 'The Pinterest' because I didn't know what it was," Gellar recalls. "I was like, 'Okay, I'm intimidated. I can't do any of that.'"

Once they settled on something to make (neither remembers the specific recipe, but they know it involved a pre-made mix), Laibow headed to the grocery store. All of the baking mixes she found there were filled with ingredients she couldn't pronounce, and there wasn't a single organic mix under a zillion dollars. She eventually gave up, picked a regular old box mix, and spent a memorable afternoon cooking with Gellar and the girls. "We had the best day. There was no television. There were no phones. We just created," Gellar says. That's when a lightbulb went off for Laibow: Why not start a project-based organic home baking company?

"IT'S LIKE AN ART PROJECT, BUT YOU GET TO EAT IT."


"I really wanted something convenient that could be delivered to your door," Laibow says. "Like an art project, but you get to eat it." Gellar loved the idea and immediately wanted in, but Laibow said no. "It wasn't personal, but my vision was to build an iconic brand that can live forever," she explains. "I started my career as a celebrity publicist, so I know it's easy for a celeb to say, 'Great, I'll get you press, I'll tweet about it, and then I'm gone.'"

Plus, Gellar had a full-time job. She was working on The Crazy Ones, a CBS sitcom starring Robin Williams, and thought she was set for at least the next decade: "It was the ultimate job for me. It was not on my shoulders. It was Robin's show," she explains. "I only worked a couple hours a day. I had never had that experience. I thought that was it. I really did." But The Crazy Ones ended up being cancelled after one season, which was followed, three months later, by Williams' tragic death. "Robin was that ultimate dad figure to me," Gellar says of the co-star she'd grown extremely close to while filming the show. "I love that man."

Gellar was in a bad headspace after Williams' death, and decided to rethink her priorities. "I just wanted to do more. I wanted to be more," she explains. "I wanted to be present in my kids' lives because you realize how short life is." So, she went knocking on Laibow's door again—this time with more fervor and determination. "Galit saw how serious I was. She realized I wasn't going to go take a show and leave her, or just put my name on the project and not be here for the day-to-day."

Sarah lance sa propre marque : Foodstirs Captu124


Foodstirs officially launched in October 2015 with Pinterest-style kits for sale online—but customers and retailers alike quickly requested their patented organic mixes. "We were like, 'Uh oh, this is getting bigger,'" recalls Gellar.

That's when they brought in Greg Fleishman, who'd spent over two decades in major marketing and general management roles at Kashi, Kellogg, and Coca-Cola before starting Purely Righteous Brands—a consultancy for "green space"companies including Cascadian Farms and Annie's. He met Gellar and Laibow at an industry event in 2015, and joined the company as co-founder and chief operation officer shortly after. "The idea of remaking a $4.7 billion category that needed it badly was attractive," says Fleishman. "And, as a father of two young daughters, it fell close to home. After meeting Galit and Sarah, I knew there could be magic. Both are the very rare combination of visionary, strategic, highly creative, and with a scrappy, relentless work ethic."

Thanks to their combined efforts, Foodstirs has now raised $5 million, and plans to have its eight quick-scratch mixes—which sell for $5.99 per box—in 4,000 storefronts (including Whole Foods, Gelsons, and Fresh Market) by fall.

The Sunday before I met with Gellar, she'd spent eight hours at an L.A. Costco. Laibow and Fleishman had spent similar amounts of time at Costcos in San Juan Capistrano and Laguna Niguel. The trio were overseeing Foodstirs' launch in the behemoth warehouse club chain, an experience that was a far cry from Gellar's days on-set. I ask if she's more exhausted now than when she was acting. "Oh, are you kidding? Where's my trailer, where I would sit with my full fireplace?" she jokes. "Actors only have two things you have to do: hit your mark and say the words. Someone picks you up, does your hair and make-up, dresses you, shaves you, cleans you, whatever. All you have to do is stand there, then go back to your trailer. I'm a lot more tired now."

"IN THE BEGINNING, I CAN'T TELL YOU HOW MANY POTENTIAL INVESTORS SAID, 'BUT YOU'RE MOMS,' OR, 'WHO'S GOING TO RUN YOUR COMPANY?'"

Though her new gig does require some primping. Anyone with a wifi connection saw Gellar promoting her new book on talk show after talk show the past two weeks. But the daily challenges Foodstirs presents are often less glam than those Gellar and Laibow encountered in Hollywood.

Like on launch day in 2015, when a Foodstirs demo on Rachael Ray caused an influx of web traffic and the site crashed. The company had outsourced its web development, so Gellar and Laibow took panicked turns calling their contractors in India to get the site back up and running. Another challenge? Neither Gellar nor Laibow have any experience in the food industry. ("Besides eating," Gellar interjects. "I was very experienced in eating.") Google became their best friend, where they looked up everything from how to code their marketing emails to ingredients like biodynamic sugar—which happens to be four times the price of organic sugar. This particular search insired Gellar and Laibow to hop on the phone and barter. "We called Sugarland, Texas, where it's from. I said, 'Hi, I'm Sarah Michelle Gellar and you might know me from Buffy the Vampire Slayer. I'm doing this business and I really want to use your product. I can bring awareness.' So we struck a deal with them."

But not all negotiations went so smoothly. Their first fundraising meeting "did not go well," and then they were hit with the well-reported sexism rampant in the venture capital and private equity industries. "In the beginning, I can't tell you how many potential investors said, 'But you're moms,' or, 'Who's going to run your company?'" Gellar recalls. "People thought it would be so easy for us to raise money and it wasn't."

They continued refining their messaging, eventually landing investments from Beechwood Capital and Cambridge Companies SPG. "The 'no's just made us work that much harder," says Laibow. "We're gonna make them sorry they didn't invest."

Nowadays, Fleishman, Gellar, and Laibow make all major decisions together, but they divide their day-to-day roles based on their strengths: Fleishman focuses on sales and operations; Laibow handles the company's big-picture vision, talent management, finances, and fundraising; and Gellar focuses on Foodstirs' marketing materials, including the company's voice and design. She also dabbles in product innovation (once every two weeks, Gellar spends an afternoon testing new recipes with Foodstirs' resident chef, Aubrey Krystek). Of course, there's been a bit of trial and error with the kits: A cupcake cone kit, launched about a year ago, was inspired by Gellar's childhood, but the organic cones often broke during shipping. It was quickly retired, but Gellar hopes to one day sell the cupcake cone kits in retail locations.
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Date d'inscription : 27/02/2009

Sarah lance sa propre marque : Foodstirs Empty
MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 20:23

ça y est les petits kits sont disponibles dans le supermarché auquel je suis habituée, ça devient un élément habituel de ma liste de course depuis un mois maintenant: le brownie est juste une tuerie !!!

Sarah lance sa propre marque : Foodstirs Foodst10

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MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 20:28

Ohhh, c'est devenu à ce point populaire ? C'est énorme ^^ Contente pour Sarah du coup, la sauce a l'air d'avoir bien pris avec ce projet ! (sans jeu de mots lol! )

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MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 20:50

oui ils arrivent à s'implanter dans de plus en plus de chaînes de magasins d'alimentation
ce sont vraiment des produits de qualité et le prix est raisonnable, d'ailleurs l'abonnement pour les kits plus élaborés à diminuer donc je pense que c'est un bon signe de succès aussi

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MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 20:57

Ah oui, en général, c'est bon signe ça quand les prix baissent !

Je suis super contente pour elle ^^

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Nombre de messages : 9883
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MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 21:59

Tu vas dans quel supermarché, Bénédicte ? Je suis curieux à l'idée d'essayer, tiens.

EDIT : ah mais zut, tu n'es pas en France, c'est ça ? ^^
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MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 22:03

oui désolée pour la fausse joie...
l'international est la prochaine étape ceci dit et Sarah et ses collègues en parlent très souvent, ça arrivera...

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A Castle in Mystic Falls
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Sarah lance sa propre marque : Foodstirs Empty
MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 22:07

C'est seulement aux US, ou c'est au moins au Canada, tu sais ?

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Sarah lance sa propre marque : Foodstirs 44119710
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Sarah lance sa propre marque : Foodstirs Empty
MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 22:10

je ne sais pas si le Canada est privilégié du fait d'être le voisin proche des USA
le plus simple est d'aller sur le site sur la page FIND US, ça permet de mettre ta ville et de voir où est le magasin le plus proche qui vend foodstirs

c'est comme ça que j'ai vu pour moi que le plus proche n'était plus NYC

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Sarah lance sa propre marque : Foodstirs Empty
MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 22:13

C'est bien seulement pour les US  Sarah lance sa propre marque : Foodstirs 194805

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Sarah lance sa propre marque : Foodstirs 44119710
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Miss Kitty
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Sarah lance sa propre marque : Foodstirs Empty
MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 22:25

Ca serait vraiment énorme pour Foodstirs et Sarah s'ils parviennent à internationaliser leurs produits !

Si ça se fait, je pense que le Canada sera le premier bénéficiaire, Nick, vu que vous êtes proches voisins, tout ça, tout ça ^^

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Sarah lance sa propre marque : Foodstirs Empty
MessageSujet: Re: Sarah lance sa propre marque : Foodstirs   Sarah lance sa propre marque : Foodstirs Icon_minitimeMer 26 Juil - 22:26

Espérons-le Razz

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