From Paris to Boston: A Craving for Real Food

Johanna Hartzheim, co-founder of Wildgrain, a food delivery subscription company, found herself longing for the authentic Parisian bread experience after moving from France's capital to Boston. Unlike the abundance of fresh baguettes and croissants in Paris, the U.S. offered limited access to quality, freshly-baked goods.

• This lack of options inspired Hartzheim to learn the art of bread-baking, specifically sourdough.
• She spent countless weekends mastering the craft, eventually producing more sourdough than her family could consume.

The Pandemic's Impact on Wildgrain

The COVID-19 pandemic significantly affected Hartzheim's first business, which relied heavily on in-person events. However, she recognized a growing demand for high-quality food during a time when people were confined to their homes.

• Hartzheim realized the same gap in the market that had initially inspired her to bake her own bread still existed.
• The challenge of finding quality, artisanally-baked goods in supermarkets motivated her to create a solution.

The Birth of Wildgrain: Delivering Artisan Food Direct

In 2020, Wildgrain was born, offering a subscription service that delivered artisanal, slow-fermented bread and other baked goods directly to customers' doors.

• The company received a $750,000 seed round from Bolt, a venture firm that had also invested in Hartzheim's previous startup.
• Wildgrain's rapid growth surprised even Hartzheim, who incorporated the company during the same week her son was born.

Overcoming Challenges and Finding Solutions

Wildgrain faced initial challenges in its early stages, particularly with shipping raw dough to customers. Many struggled to bake it successfully, lacking the necessary equipment.

• The need for a visually appealing product, essential for online marketing, led Hartzheim to pivot to a parbaking method.
• This process involved partially baking the bread before freezing it, ensuring perfect results for customers and increasing production capacity.

Partnering with Local Bakeries

Hartzheim's parbaking approach required finding bakeries willing to adopt this unique method. While many bakeries were initially hesitant, the pandemic's impact on their business led them to consider the partnership.

• Hartzheim's persistence and the promise of increased revenue helped convince local bakeries to embrace parbaking.
• This collaboration enabled Wildgrain to scale its production and meet the growing demand for its artisan food products.

Wildgrain's Growth and Success

Wildgrain's commitment to quality, its willingness to adapt, and its unique parbaking process have driven its success.

• The company currently ships to all contiguous states in the U.S., offering customizable boxes of frozen bread and other baked goods.
• Despite higher prices compared to supermarket options, customers are willing to pay a premium for the better-for-you food experience.
• Wildgrain has achieved eight-figure revenue in its fourth year of operation.

Advice for Aspiring Food Entrepreneurs

Hartzheim's journey from a home baker to a successful entrepreneur offers valuable advice to aspiring food entrepreneurs.

• Don't be afraid to take the leap and start your business.
• Be passionate about your food and its quality.
• Embrace challenges and be willing to adapt and pivot.
• Don't be afraid to learn new skills or find people who can help you.