"Listen. Take advice. Take criticism," with Ayeshah Abuelhiga
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Mason Dixie launched in 2014 when Founder and CEO Ayeshah Abuelhiga’s craving for her childhood comfort food - biscuits -- led to a discovery that only heavily processed versions made using artificial ingredients existed. On a mission to bring no-fuss comfort food and convenience into your homes (and ovens), Mason Dixie Foods offers a selection of clean yet indulgent biscuits and scones, at a price that is accessible to all. Made from scratch using only fresh, real dairy, all products are free from artificial ingredients, preservatives, and additives. Now the fastest-growing frozen baked goods brand in the U.S., Mason Dixie Foods can be found in the freezer section nationwide at Whole Foods Market and regionally at Publix, Kroger, Safeway, Giant, Target, Wegmans, and more. For more information, please visit: MasonDixieFoods.com and follow on Instagram, Facebook, and Twitter.
Can you tell our readers about your background?
I am the founder and CEO of Mason Dixie Foods, the only ready-to-bake clean-label frozen biscuit, rolls and scones brand in the country, and a member of the Spring 2019 class of the Chobani Incubator program.
I grew up in my parents’ soul-food carry-out restaurant & grocery store, where I developed my passion for comfort food, which inspired me to found Mason Dixie Biscuit Co., a biscuit-centric restaurant focused on affordable, clean-ingredient comfort food. Upon identifying a gap in the 1.3B dollars frozen biscuit category, I expanded the business to include a clean-label ready-to-bake line of frozen biscuits that can be found at over 5,000 grocery stores across the U.S. I previously held management positions at Fortune 500 companies including Toshiba and Audi and am a graduate of George Washington University.
What inspired you to start your business?
Besides my family’s passion for comfort food and clean cooking, being my own boss. The last straw that ultimately forced me to consider going out on my own as an entrepreneur was when I got passed up for a promotion twice within the year because I was “ too good at my job.” It was a poor excuse as both times I was passed up for a male counterpart with no direct experience but more years at the company. It was then I knew that the only way up was out – so I started Mason Dixie and took a leap of faith.
Where is your business based?
Baltimore, MD
How did you start your business? What were the first steps you took?
I put my business on Kickstarter to not only raise some funds but to build market traction and see what the consumer response was. I also wrote a business plan and did grassroots marketing across the city with pop-up restaurants and markets.
What has been the most effective way of raising awareness for your business?
Talking to customers. The more time I spent talking to customers and letting them close to me, the more they told their friends about our business and became die-hard supporters.
What have been your biggest challenges and how did you overcome them?
Fundraising as a BIPOC woman was incredibly challenging until I learned to use my advocates and educate myself on the different colors of money out there. I realized venture capital isn’t the only answer and that finding your cheerleaders creates a team of evangelists that ultimately help turn over the rocks you missed or skipped. My cheerleaders have helped me not only raise capital but find resources, advisors, and experts to help grow our business smartly.
How do you stay focused?
I live in my calendar. I write every mental note down and allot time to each idea/task/person I need to focus on in the day. I’ve even gotten my team used to my random mind spatter – they all know to write it down and that I will focus on it eventually.
How do you differentiate your business from the competition?
We are the only natural, clean label frozen baked products made with real dairy. We also from a brand standpoint are youthful, modern, and cheeky as opposed to our competition which is more conservative, traditional, and quite frankly generic.
What has been your most effective marketing strategy to grow your business?
Owning quality. We stand by our products and when they don’t turn out we own the problem, we personally commit to solving it and we keep in touch with our customers. They in turn feel enabled and loyal and continue to support and push our brand to their friends and family. Quality and integrity are the two best principles you can live by in growing a business.
What's your best piece of advice for aspiring and new entrepreneurs?
Listen. Take advice. Take criticism. Own compliments but stay humble and realize those moments are fleeting and maintenance is the most challenging part of growth.
What's your favorite app, blog, and book? Why?
My favorite app believe it or not is Adobe Fill & Sign – you would not believe how many docs I have to sign/fill in on a regular basis when I am on the go. It’s the best way for me to get administrative paperwork done without access to a printer or even a laptop.
What's your favorite business tool or resource? Why?
Microsoft Teams – it’s been incredibly functional for going virtual but staying connected to my team all over the country without it feeling forced.
Who is your business role model? Why?
I have 2: Reid Hoffman and Arianna Huffington. Reid because he is a brilliant businessman and more importantly culture-builder and systemic thinker which I always hold as high-valued attributes to have as a CEO. Arianna for being a badass female founder/CEO with such relatability, integrity, and future-thinking. She always seems to be ahead of the trend and comes across as very relatable which I think is important to building trust in leadership.
How do you balance work and life?
It’s hard – I try to slot everything into 30 min increments on my calendar – from errands to personal time, to work. That way it’s all addressed in a day and reserved for specific purposes.
What’s your favorite way to decompress?
Cooking – it’s the only time where my brain focuses on the one task at hand because who wants to ruin their meal?
What do you have planned for the next six months?
Get through our busiest season – the holidays – with record-breaking sales! We are also moving into our new HQ in Baltimore so excited to call it our new home!
How can our readers connect with you?
Message me on Instagram @ayeshahabuelhiga and follow @masondixie foods