Pamela started Pamela’s Products in 1988, after leaving her family’s business to start her own company. She founded Pamela’s Products on the premise that wheat-free and gluten-free foods can taste great and that everyone should have food delicious enough to celebrate. Using quality, premium ingredients, Pamela continues to be the driving force behind the brand and personally develops all product recipes herself. As a pioneer in both natural foods and gluten-fee, Pamela has created an entire line of baking mixes, cookies, fig bars, graham crackers, and snack bars that the whole family can enjoy.
I happen to love Pamela’s Flours for cooking, so I was thrilled to be able to sit down with Pamela herself and have a chat.
Sophie: When did you first take an interest in gluten-free baking and why?
Pamela: While working in my dad’s bakery packaging soy and rice cookies, I realized that little kids HAD to eat those awful things. I thought “how hard could it be to make a cookie taste good?”
Sophie: What were the first steps you took to creating your business?
Pamela: The first step of starting my business was to create the recipes. I figured if I could make great cookies (that happened to be gluten-free) then everyone would enjoy them. Pamela’s became known as a great food company and many people didn’t realize my products were gluten-free. I have always believed that people, no matter who they are or where they come from, love to eat great food.
Sophie: Did you have any idea how huge your brand would become?
I never thought I would be selling anywhere but the San Francisco Bay Area, using my dad’s trucks!
Sophie: Why do you think the gluten-free business is blowing up?
Pamela: 27 years ago there wasn’t even a blood test to determine if someone was Celiac. It was thought that one in 7000 had a problem with gluten, so not many were thought to be looking for gluten-free. Over the years, the grass roots Celiac support groups have brought recognition to the disease and the importance of the gluten-free diet. They have gotten the doctors on board, testing has improved, and the world seems to be more and more accommodating to special diets. Celebrities have gotten more people to notice, and the benefit for people with celiac disease or gluten intolerance is the addition of so many new gluten-free products on the market, restaurants with gluten-free menus, and (hopefully) the understanding by the general public that gluten-free is a real dietary issue and not a trend diet.
Sophie: Even if someone doesn’t have Celiac disease, how can they benefit (health-wise) from using Pamela’s products?
Pamela: Pamela’s offers products made with natural, non-GMO ingredients, no artificial flavors or colors, no preservatives, no trans-fat, ever. But most importantly, what we offer is flavor, texture, and a look that delivers. What is the point of eating a cookie if it doesn’t emotionally satisfy you?
Sophie: What’s your favorite product out of your whole line?
Pamela: I have a sweet tooth with a weakness for chocolate, so my favorite product out of my whole line is my Pamela’s Chocolate Cake Mix. Of course when you add my Pamela’s Chocolate Frosting, its heaven…
Sophie: What do you hope to be doing 5 years from now?
Pamela: In 5 years I still expect to be the visionary for Pamela’s, enjoying my fabulous team I am so fortunate to work with, continuing to travel as I do now, and enjoying the ride.
Sophie: If money were no object (sort of like a 50 million lottery win), what would you do with your life?
Pamela: I would take great vacations all around the world and send tickets to all of my friends to join me.
Sophie: Your all-time favorite quote is?
Pamela: The quote I live by comes from my grandmother because misplacing things drives me crazy in the creative chaos I live in: “A place for everything and everything in its place.” I mumble it over and over to myself when I feel the urge to put something down randomly and not in its place.
Sophie: Any advice to someone just starting out with a small food business?
Pamela: Be prepared to work 16 hours a day/7 days a week. This is not a 9 to 5 job. Know your costs. And if you are not passionate about what you are doing, you are in the wrong business!
