Cookies, covid, and a confession

Three words likely have never been seen together, but there they are, in the title, all alliterated, and weird. Let me explain. A couple of weeks ago we shipped the most amount of cookies since the start of our Clean Cookie Company, but covid slowed our shipments; and we’ve got to own the fact that our packaging sucks.

When we got a surge of orders, we thought that we might need to refund close to a grand worth of cookies because we had never shipped that many cookies and performed a last minute packaging change. Yes, refunding all of those orders would have tasted bitter but we were ready to do it or ship out another round of them.

But we didn’t have to. The cookies got to almost everyone. However, it wasn’t all perfection.

One person said that USPS notified her that her package arrived but there was nothing on the doorstep. We’re still trying to figure out what happened to those phantom cookies.

But most friends, from what we’ve heard, received theirs and enjoyed the taste. Some of the cookies were uglier than others because of the ninety degree summer heat. But they got there, and they tasted fresh, which was a relief.

Covid caused massive delays. USPS had staffing issues. And what should have taken two to three days took five to seven. Not ideal. But considering the circumstances (that we’re in a, you know, pandemic), we were grateful they arrived at all.

We were also grateful that refunds weren’t necessary. But now have a different problem.

You see, our packaging isn’t great. Actually it’s terrible. Sure, it keeps the cookies fresh, which is great, but the material isn’t.

We vacuum seal the cookies in baggy plastic bags, which feels like a parachute of plastic, when we ship them.

And while I’m sealing them, my six year old is lecturing me about how much plastic we are using and how we’re killing the environment and how it’s wrong. Every word feels like a stab, because he’s right. And we’ve received similar feedback from customers, friends.

The truth is is that we’ve eliminated a lot plastic in our home. We use silicone and glass and steel instead for storage. And there’s a part of me that wants to justify that that’s good enough. But it’s not. And just because those bags keep our cookies fresh and good for our customers doesn’t make it fresh and good for the environment. We recognize that.

So we may not be refunding our generous and good customers, but we are looking to return our plastic bags. At least we are researching the best alternatives so that we can be good to the earth and still send cookies that taste like heaven.

We don’t have a good answer yet.

But, we are committed to finding one.

Cookie saga continues

Our cookies got to a couple of friends and they were good, not perfect, but still delicious. It was a huge relief.

See, in my last post I mentioned that we tried a new way of packaging our cookies and weren’t sure how they would turn out. We didn’t want to fail, and more importantly, we didn’t want to disappoint our friends.

Really, our goal is to delight people with cookies and make their days, weeks, maybe even months. We want to put out the best cookie possible, not just in taste but in ingredients and experience. But then, we ran into fulfillment and shipping and logistics.

And our decision to change packaging made our minds go someplace dark. We had these terrible visions of the cookies being uneatable, off, wrong, bad. And then thinking they were going to friends like that sent shivers through us.

But that didn’t happen, at least with these two.

One friend, Adriana, in Frisco, Texas showed them on Instagram and storied about them. She was so excited and generous with how she spoke about them. It was all in Spanish, so I didn’t know how generous she was. But with my limited understanding that was very rusty and buried in the recesses in my mind from my two years of high school Spanish classes, I parsed out that the outcome was good. Later, she told us in a private conversation that she appreciated them and thought they tasted great.

Another friend, Dan, who lives in Washington State close to Seattle recommended our baked wares on Facebook and said some similarly kind and generous words. And he also gave some warm private words and very helpful feedback.

And what they both said about the condition of the cookies made us happy; but, more than that, we were relieved. It was like a huge boulder of worry that was on our chests was lifted after we got their feedback that the cookies traveled ok.

Now, we continue to wait. There are still many packages out there. And the surge of the virus is causing shipping delays with USPS; so, there’s that.

Waiting is one of the hardest things about life. It’s shrouded in uncertainty. These days are full of that. The expectations, fears, hopes all lie before us. And many of them are already set with nothing for us to do. And isn’t that the hardest part—the surrendering? It feels like an eternity. But it must be had and endured and experienced to do anything in life, especially something of consequence. It’s the suspenseful closing of one chapter before turning to the next. So here we are, as we turn the page, taking a pause, before the truth is revealed.

Regardless, we surrender to the outcome with prayer and expectation as others receive their boxes.

And as much as there is some pain in the waiting, there is also hope.

Stay well, my friends.

One last thought, we are open to any and all feedback. If you have some seriously negative thoughts, please send them our way. Of course we love the positive stuff too, but don’t hold back on the hard words. We need them, too.

As always, with love,
John


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The good, the bad, the cookie

Yesterday we baked and shipped 240 cookies that same day. It’s the highest count so far in the short life of our little company, Clean Cookie Co.

With our kids crying and needing food, uncertainties around fulfillment, the clock ticking down, and the sheer mountain of cookies, nonetheless, we made it.

Don’t get me wrong, we were grateful for it—all of it—it just wasn’t easy. Actually it was incredibly challenging.

Our daily routine was halted. My wife started baking early, like 3am early. I didn’t do my usual work. Cookies was all we did. All we could do. It was all hands on dough. Even our six year old chipped in by feeding our baby. It was mayhem.

Then there were the non-cookie, cookie issues. We had to keep all of the orders straight. We hated the idea of missing anyone. So spreadsheets were made and cross checked. Formulas were even used. “Who had vegan and non-vegan cookies?…Are you sure?” was asked multiple times.

That was hard; this was harder: packaging. Previously, we had shipped to others on the coasts, west and east, and customers and friends said they were good. But we wanted it to be better. So we tried a new way we’ve never tried before. It took a lot more work and made the cookies uglier, but we thought it would improve freshness for their trek to all parts of the country.

(To anyone who ordered, please let us know your feedback. And if there was a problem, let us know so we can find a way to make it right.)

Most of the orders for this heap of cookies came from friends. And we wanted it to be right, special, loving.

To be real real, we have no idea if they will be. And it’s nerve racking, really.

That’s the thing about starting a business or doing anything outside of your comfort zone; sometimes it’s not comfortable, at all. In fact, it can be straight up uncomfortable.

So after a full day of cookie-ing, we wait.

We wait for the shipments to get to you. We wait for you to eat them. We wait for your feedback.

We’ve enjoyed serving you, finding solutions to problems we never imagined solving, making more cookies than we ever thought possible, and packaging them up to send throughout our nation, from our kitchen to your tables.

And our hope is that they taste like home to you.


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Why we started a cookie business

Sometimes when things are terrible it’s necessary to start something delightful.

So last month my wife and I started a cookie business.

It’s an online store that sells gourmet gluten-free and vegan freshly baked cookies. They are made from incredible ingredients: organic this and organic that. And they are delicious. I’m the taste tester, so I should know.

But bragging aside, the main point of making something tasty is to spread just a little bit of joy to overcome the daily pains that seem to be mounting every day.

We get it. Kids are cooped up. The future is uncertain. The economy is struggling. News is the news, always negative. Schools are thinking about opening and we don’t know what to do. The second wave is swelling to who knows how high. And all of us are getting swept up into it and we are going for a ride to who knows where. It’s terrifying. All of it.

But taking a bite into a chocolate chip cookie floods us with memories of childhood, simpler times, summer bake sales, laughter, mom—home. It’s just love, baked.

That’s what we wanted to make, except in our fashion.

Our family has crazy dietary restrictions. We can’t eat gluten since we have major intolerances, and we have all kinds of sensitivities. My wife has been eating essentially the same limited foods every day, for every meal—literally. Our eldest can’t eat gluten and a whole host of other foods. And I find most meats make me feel badly and eat vegan most of the time, but for those rare occasions where I scarf down a ribeye. In other words, we eat crazy clean. No processed foods, refined sugar, etc. here. Don’t get me wrong. I want to eat Doritos, Krispy Kream donuts, Oreos. But I know I will feel terrible afterwards. Maybe you know what I’m talking about.

So we wanted to create something we and all of our friends and humans could feel good eating. Because, there’s enough feeling bad these days. And this is not just about feeling better emotionally, but good physically. That’s why we use the ingredients that we do. They’re great so we can feel good, in every way.

But if you want to know the truth, my wife has never even tasted our cookies. Not one. It’s because her food restrictions are so tight she can’t even try them, right now. She bakes them. She loves baking. But she can’t enjoy them. We are hoping that eventually she’ll be able to bite into the slightly-crunchy-with-a-gooey-center-packed-with-chocolate-chips beauts of a treat, someday, soon.

Nonetheless, she does take great pleasure in others enjoying her little creations. She delights in the knowledge that her joy inducing circles of chocolaty bliss brings others delight. That’s joy for her, for our family.

We started this venture at the end of May and we’ve been working out the kinks. It’s been fun. It began as an experiment, us playing around. Then orders came in. Not too many at first. But these, too, acted like waves. For the first week or so, most days were quiet with little activity. Then we’d get a sale here, a delivery there. Then one day in early June we had a large swell crash on us. Things went bonkers. And we started to wonder if we had something, something real.

Yesterday we posted on social media to our friends unsure what kind of reception we would get. And it was amazing. We had our biggest day of sales to date. We were astonished at the response and generosity. I mean, our cookies aren’t cheap. But people bought. Some kept buying. And they were gifting to this person and that person who lived on the west coast and out east and to a neighbor down the road or across the street. It was incredible.

To any of you who were a part of yesterday’s frenzy and are reading this, we love you, and we can’t wait for you to get a mouthful of this goodness.

So, friends, neighbors, and fellow humans, I’ll give more details of our journey and lessons and failures going forward, as well as other non-cookie related thoughts.

But for now, I’ll be delivering your cookies and sending them to USPS, with nothing but deliciously joyful thoughts and prayers and love that will show up at your doorstep. It’s not a hug, but it might be better.

Because, you know, when times are bitter, sometimes all you need is something sweet.

If you want to check us out, you can find us at www.cleancookieco.com and @cleancookieco on Facebook and Instagram.

Lots of love,
John and Rachel


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