Mason Dixie investor Bob Shirey, a 35-year food industry veteran who spent years at Kellogg, said, “the restaurant was a great laboratory for her frozen food business. She says, “so many women and minorities get tied up in looking at venture capital and hear so many no’s when there are so many viable, qualified private investors out there who are dying to support women and minority startups as their way of recycling wealth into the system.” She also had to make the hard decision of closing down her restaurant, due to COVID-19. Many of her investors are women, and the source of capital is private. The business is on track to hit a $6 million dollar run rate by the end of 2020.Ībuelhiga recently closed a $4.8M private round of Series A investment. Mason Dixie now sells frozen baked goods in over 5,000 stores, and year-over-year has experienced 3.5x growth. There wasn’t anything like it in the Whole Foods Market freezer - this was uncharted territory for store grocery buyers. ![]() Sack said, “Stores weren’t initially prepared for the high level of shopper interest in a clean frozen biscuit. It was one of the fastest growing frozen foods that Whole Foods had launched since Halo Top ice cream.įounder Ayeshah Abuelhiga launching her line of clean-label frozen biscuits in Whole Foods in 2015. When Whole Foods launched Mason Dixie biscuits in 2015, the biscuits sold out in just three hours, beating butter and milk sales combined in the store. ![]() Ayeshah and Ross were unabashed about making biscuits that deserved placement in the natural and organic grocery space, where healthy eating was (at the time) more narrowly defined around fat, sugar, salt and calories rather than focused on fresh, natural ingredients and nutritional benefits.” Mary Ann Sack, who was the regional marketing coordinator at Whole Foods, shares, “I was initially intrigued by Mason Dixie because they don’t fit the generic better-for-you kale salad mold. Joy Asicoĭue to the clean-label ingredients and growing popularity of Mason Dixie’s biscuits in D.C., the Mid-Atlantic Whole Foods team took notice. Mason Dixie's frozen baked goods are available in over 5,000 stores nation-wide including Whole.
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