In a world where the journey from seed to table embodies not just nourishment but a deep connection to heritage, Laura Imhoff has cultivated a beautiful path with her venture, Roots & Spoon. Inspired by cherished family memories and a passion for preserving the flavors of the earth, Laura’s story is a testament to resilience, creativity, and the importance of staying true to one’s roots. From her grandmother’s beloved bread and butter pickles to her dedication to local farming, every aspect of her business reflects a commitment to community and sustainability. Join us as we delve into Laura’s inspiring journey, exploring the trials and triumphs of building Roots & Spoon and the profound impact it has on her life and the lives of those around her.
- Can you share the story behind the name “Roots & Spoon” and how it connects to your personal history?
Roots & Spoon came from the idea of “Farm to table” but in this case, roots to spoon. The more personal side of it is that the inspiration comes from my two tattoos: a garlic and a beet. Besides loving both, they are a constant reminder to always stay true to my roots and who I am. As far as the spoon, it’s my preferred eating utensil, but silliness aside… Roots & Spoon has a good ring to it.
- What role did your grandmother’s Bread and Butter Pickles play in inspiring your venture into preserving and canning?
I used to hate pickles! I thought they were awful, but my grandmother convinced me to try her bread and butter pickles. From then on I was a convert. When I was in college in Boston, she used to send me a care package of her pickles. When I moved to Texas, she said she wasn’t going to mail them that far. Instead, she sent me the recipe and said, “Figure it out.” That is exactly what I did. After overcoming the debilitating fear of canning and all that could go wrong, I started branching out and making jams, chutneys, and other types of pickled vegetables.
- How did your experiences in farming and the restaurant industry shape your decision to start Roots & Spoon?
I love farming. There is nothing more rewarding than growing your own food from seed to table. Between my years of farming and working in the restaurant industry, I had the opportunity to see the artistry that can be created with fresh, local produce. At the end of the day, I saw the farm-to-table scene in Austin and the community that was created through food. It was time to grow my little hobby into a business and do the same.
- What have been some of the most rewarding moments for you since starting Roots & Spoon?
When I first started Roots & Spoon, I had my day job farming. I was just selling on the side and an owner of another farm confronted me “Are you the girl that makes the pickled gold beets? You need to quit your job and sell those.” Having that validation from a fellow foodie meant the world to me. Another rewarding moment was getting published in Edible Boston. I had dreamed of being printed in an Edible Magazine for over 10 years. That was surreal and is still incredibly rewarding. No matter how many times, I still find every time a customer returns and tells me how much they love my product… that will always continue to be rewarding.
- What are the biggest challenges you’ve faced while building your business, and how have you overcome them?
I am still in the first two years of starting my business. That is a major challenge. The long hours, little to no pay, wondering if it’s ever going to pay off… I don’t know if I’ve overcome it per se, but the way I cope with the challenges of starting a business is ONE DAY AT A TIME. Just keep going, don’t overthink, but just take things one day at a time, because that’s all you can do.
- How do you stay motivated and maintain a positive mindset during the ups and downs of running a business?
Loving what I do and being my own boss are the two things that keep me motivated. There are days when my mindset is not so positive and when it’s not, that’s my cue to take a little time to reset. Whether it’s a very rare day off, seeing a friend, grabbing an emotional support coffee, self-care, or whatever it is to take a little time to regroup. Being in the right mindset is crucial. It comes through in my work, it even affects the taste of a batch of jam.
- How do you manage the seasonality of your business, and what strategies have you found effective in balancing this aspect?
Luckily, I have connected with farmers that grow produce all year long so I’m batching up fresh produce all year long! Obviously, some parts of the year are slower and I always take that time to rest a little more and it gives me time to work on the admin work that I don’t necessarily have time to tackle during peak harvest and production season or the holidays.
- Can you describe how sourcing produce from local farms impacts your business and community?
I love this question. First off sourcing produce from local farms not only creates a tastier product but also healthier and more nutritious. That’s super important to me. From there, the name of every farm is always on the back of the jar. So not only am I supporting local farmers, who turn into friends and family, but it also gives customers a chance to connect with where their food comes from. Sometimes, I’ll be at a farmers market and a customer has never heard of a farm that I’ve sourced from. The next time I see the customer, they’ve not only researched the farm’s growing practices but have signed up for their CSA and taken their family to visit. By supporting local farms, we’re not only just buying produce, we’re supporting our local ecosystems (think pollinators, soil health, etc.) but also stimulating our local economy as well. This one act makes a big difference not just for my business but so many others and I hope to continue to create community through food.
- What role does mental health play in your entrepreneurial journey, and how do you take care of yourself?
I am naturally an anxious person, but I always like to think of my anxiety as a superpower I harness to be super productive/high performer. That being said, some days it’s not and it works against me, along with, what I like to call, my little self-doubt gremlins. They exist in all of us, especially in this day and age with social media, etc. My biggest way to take care of myself is making sure I get enough sleep. Sounds simple, right? Well, when you’re starting a business you work long days and then you lay in bed all night tossing and turning thinking of everything else you didn’t even think to do or didn’t get done. So, sleep and exercise are the biggest ways I take care of myself mentally. Ok, and watching my coffee intake. These sound basic and like a no-brainer, but you’d be surprised, these are the two things that go out the window first when I’m stressed. So, sleep and exercise.
- Have you encountered any particular struggles as a woman entrepreneur, and how have you navigated them?
You get told NO a lot. You don’t get taken as seriously as men. I can’t tell you how many times I’ve heard, “How’s your cute little business doing?”, or you can’t join this farmers market because the man that runs the other company doesn’t want you to, or my personal favorite, I was told by a bank that because I was a single woman, I wouldn’t be approved for a small business loan. How do I navigate? Always remember, you catch more flies with honey than with vinegar. That and walk softly and carry a big stick…. Meaning, be professional and courteous, but think fast and think outside the box to find solutions. Don’t burn bridges, just build new ones.
- What advice would you give to other women looking to start their own businesses, especially in the food industry?
The food industry is much different than it was ten, or even 5, years ago. Thank goodness. The biggest thing I have to say is starting a business, any business, is HARD. I don’t say that to deter, but only to know to periodically remind yourself when you feel tired and frustrated. It’s hard and it’s not for the weak. Another few words of advice: Be an expert in your field, but always humble enough to keep learning. Be consistent, and know that all mistakes are learning tools. Mistakes are not failures. And, just keep going.
- How do you maintain consistency and work ethic while managing the unpredictability of a new business?
Consistency is key. Always keep showing up, and always keep grinding. I was gifted (or maybe cursed) with an exceptional work ethic. So even when business is slow, it doesn’t mean I let up. The slow season is a time for me to work on other things to make my business stronger. Not only am I a new business but sales are very seasonal, but because I am a small business I am able to pivot quickly and adapt. Suddenly a slow summer because all of the regular customers are on vacation? Not a problem, amp up local marketing to those that are still in town (local radio, papers, etc.). Consistency and creativity.
- Can you share any specific challenges related to maintaining work-life balance while running Roots & Spoon?
I am a workaholic. It doesn’t feel like it because I love what I do, but I am and I know it’s a problem. I’ve worked myself sick many a time for other people. After some health issues, I started Roots & Spoon as a commitment to myself that I would not let work drive my life. For one, it’s not healthy, and two if you work yourself to death, you won’t have a life to enjoy. While I’m not growing my business as fast as I know I could if I was mainlining coffee and working 20-hour days, 8 days a week… I have to say, there is something special about enjoying the people you love, taking time to enjoy a warm summer afternoon, eating your favorite ice cream sandwich, hugging your mom… Finding balance is so important. Do I feel guilty when I’m not working? Of course, absolutely. Do I force myself to get over it? Yes. Life is short. Enjoy it.
- How do you handle periods of self-doubt or uncertainty in your business journey?
Like I said, I have my little self-doubt gremlins that creep out every once and a while. They’re ugly and awful. My self-doubt always comes up when I’m not taking care of myself. Working too much which usually means not sleeping enough, on social media too much, comparing myself to others… This is the recipe for disaster. I always try to remember that:
- There are people less qualified than you out there doing what you’re doing and making it work. “You can do it… and knock it out of the park.”
- I ran other people’s businesses for years, more successfully than they could. “You can do this.”
- If there is legitimate self-doubt, how can I turn it around? Can I educate myself more on a certain topic? Am I not pushing myself hard enough?
- If I’ve gone through all of this… Put on some Lizzo and remember “I’m a badass”
- And sometimes I just tell myself, “You’re running a business, you don’t have time for self-doubt”
15. What are your future goals for Roots & Spoon, and how do you plan to achieve them?
In the new year, Roots & Spoon will be carried in multiple locally owned stores in Massachusetts and Rhode Island, as well as offering canning classes and moving forward with a brick-and-mortar store. Pizzelle provides European-style pastries and the most amazing bread baked fresh daily. Our goal is to continue to create community through food. I am excited to be bringing in locally made cheeses from Round Table Farm, as well as other local makers, along with charcuterie fixings and more. All are curated to pair with all Roots & Spoon jams, pickles, chutneys, and relishes.
