This week we’re talking with Alicia Sable-Hunt, RN, MBA, who is the Founder and President of Sable’s Foods (www.SablesFoods.com). She has created a unique niche business within the Nutritional Bars and Supplements space. Here’s her story:

1. Tell us about your business:

   Sable’s Foods is a line of Nutritional Empowerment Bars® designed for the cancer community by the cancer community.

   Developed with the input of nutritionists, cancer specialists, and most importantly, with patients themselves, I have created a line of bars that are baked like a brownie, bursting with flavor and offer a nutritional value enjoyed by the cancer community, athletes and everyone else in search of Nutritional Empowerment!

2. Why did you start this business?

   Sable’s Foods Nutritional Empowerment Bars were born from firsthand knowledge developed over many years caring for cancer patients. As a long-serving oncology nurse, I understood the immense struggle of those fighting cancer and what I term cancer’s “nutritional challenge”—the crucial need for proper nutrition during treatment coupled with the loss of appetite and digestive issues that often prevent patients from receiving the nourishment they need. Discontent with patients’ lack of flavorful yet nutritionally balanced options, I felt compelled to direct my experience and empathy toward a solution. I knew that cancer patients needed foods that would meet their specific nutritional requirements while offering flavors and textures that would taste great and be easy to eat. I also wanted to offer them something portable, as I strongly believe that patients should be able to thrive while continuing with their daily lives during treatment and recovery. Championing this cause, in 2006, I stepped into my kitchen and began baking up a solution.

3. What is your background?

   I am a Registered Nurse with a master’s degree in business administration. My commitment to the cancer community stems from over 15 years working as a bedside oncology nurse, clinical research nurse, manager of a leading orphan-cancer consortium, and consultant to disease-specific non-profit organizations.

4. What skills did you need to acquire for your new endeavor?

   My expertise lies with the cancer population not in food production. The first thing I needed to do, was to identify my strengths and weaknesses then hire consultants to fill the voids. That level of self-reflection is paramount. The second skill set necessary for success is the ability to identify, engage and manage vendors. Due to the nature of my target market, it was necessary to engage experts in the field of food products, nutrition, nutritional supplements, etc. It is time consuming yet critical to set forth clear deliverables, create budgets and manage every step of your vendor relationships. Without this level of oversight, you are at risk of spending too much money and not obtaining the results you need.

5. Biggest challenges?

   I think the biggest challenge I face as a start-up company is building brand awareness. The sheer amount of money and time required to build a brand in the food product industry is enormous. Especially, in my case as my product is designed for the cancer community. While my market is expanding to include athletes, busy moms and dads, teenagers and other medical conditions, my brand activities center around the cancer community.

   Due to the nature of cancer, we all know someone that has been touched by the disease. Therefore, everyone should know that my product exists; however, my consumer is a sub-sector of “everyone”. Building brand recognition within the food product industry and the cancer community has been a challenge as it is for any start-up company.

6. What have you learned and advice to others:

   I knew that starting my own company would difficult. I even knew it would be very difficult. I didn’t know it would be so lonely. I am a one woman show responsible for every aspect of the business even in my outsourced model. The all consuming responsibility of the day to day activities of the business as well as managing the expectations of customers, investors, vendors, and my own expectations is very difficult. Burnout is a very real part of an entrepreneur’s pathway. Simply finding time for you and allowing yourself to the take the time, is critical to remain motivated, creative and effective.

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