YE Founder Adam Toren had the great opportunity to interview a great ‘Food Entrepreneur’ with a driving passion for creating wholesome goodness in every bite!

Carolyn Creswell, Carman’s Fine Foods founder and managing director, is a role model for people who have always wanted to take the plunge on that great business idea or opportunity. Carolyn has single handedly grown her business from hand making muesli for a few Melbourne cafes and delis at the age of 18, to now running a multinational company, spanning 21 countries and turning over more than $15 million annually.

Carman’s Classic, Original Fruit-Free and Apricot & Almond muesli bars are available nationally at Whole Foods supermarkets. Free from artificial colours, flavours and preservatives, Carman’s muesli bars are made from a selection of GM-free rolled oats, nuts, dried fruit, seeds, honey, corn syrup, rapeseed oil, cinnamon and natural vanilla. That’s all – nothing else, no weird chemicals with numbers after them, or words you don’t understand, just natural wholesome ingredients.

Although Australian born, Carolyn had an all American upbringing in La Palma, Los Angeles, where she practiced cheerleading, basketball and softball. Carolyn still misses the wholesome American sense of community and feels that her entrepreneurial spirit formed in the USA.

In March this year Carman’s Fine Foods founder Carolyn Creswell will be returning to LA to exhibit at the Expo West trade show and build on the amazing success of her muesli bar range in Whole Foods. Carman’s delicious, healthy muesli and bars are free from artificial colors, flavors and preservatives, and have a low GI to keep you feeling fuller for longer. The bars are great to keep in your drawer at work, or to eat on the go when you need a quick nutritious snack.

List the name of your company and website.
Carman’s Fine Foods www.carmansfinefoods.com.au
Title: California’s youngest entrepreneur returns to LA!
Industry: Healthy muesli
Type of company: Privately owned by founder
Year founded: 1992
Location: Melbourne, Australia
Number of employees: 13

1. What is the start-up story behind your business venture? When I was 18 I was working part-time at a bakery while at University. The bakers would bake in the early morning then I would mix up muesli by hand and toast it in the ovens to supply to a few local cafes. The couple that owned it told me that they were closing the business and couldn’t employ me anymore, so I offered them $1,000 for the muesli part of the business and Carman’s was born.

2. What is your definition of success and has your company achieved it?
Doing the best you can with what you have got. Attitude is everything. If you always think the glass is half full, you will find it rubs off on those around you and leads to a happier, healthier life.

3. To what do you attribute your company’s recent achievements?
A wonderful, dedicated team with passion for what we do! Never missing an opportunity.

5. What three pieces of advice would you give to aspiring entrepreneurs?
Have a crystal clear vision of where your business is heading and refer to it everyday when decision making.
Write lists, prioritize and clear your inbox every day. Learn to say no to things that aren’t important so you can ‘work smarter’ rather than ‘harder’ ‘Drive it like you stole it’! Sometimes you just have to trust your instincts, dive into the deep end and go for it!

6. What have been some of your failures, and what have you learned from them?
Disasters can often transform into opportunities. Think positive and outside the square.

7. Describe/outline your typical day?
I try and have a morning ritual and start my day with a swim,, yoga or a walk. I’ll often have a breakfast meeting, then during the drive to the office I tend to do some mentoring (I regularly receives calls from other aspiring entrepreneurs wanting advice). Once I get into the office, I try to be there for my staff-to help with any issues, offer support and encouragement. I always leave the office by 5pm to start my other job, as a mother! It is so important to have a work life balance and be there for the family.

8. Where did your organizations funding/capital come from and how did you go about getting it? When I was 18 I bought the business for $1,000, which I had in savings.

9. What stops you from throwing in the towel and giving up during those frustrating days of running your business?
Knowing how many people love Carman’s! I get such a great sense of satisfaction every time I get an email from a happy customer, I realize how many people are so supportive of Carman’s.

10. Do you believe there is some sort of pattern or formula to becoming a successful entrepreneur?
You need to be a risk taker, be able to think creatively when it comes to problem solving, and most importantly, have enthusiasm for what you do.

11. Who has influenced you most and been your greatest inspiration?
My Mother.

12. What book has inspired you the most?
‘Who said Elephants Can’t dance’ by Louis V Gerstner Jr

13. How do you go about marketing your business? What has been your most successful form of marketing?
Keeping close to my customers has made all the difference. Each quarter I email out a Carman’s Muesletter telling Carman’s fans of our latest news. The last newsletter spoke about the exciting birth of my third child, Oliver, the introduction of our new muesli rounds into Australia, plus photo’s of Carman’s fans with Carman’s muesli boxes all over the world – the last one was at the Grand Canyon! Word of mouth is the very best marketing you can have.

14. In one word, characterize your life as an entrepreneur. Thrilling

15. Excluding yours, what company or business do you admire the most?
Lonely Planet- as it is such a strong brand, and a great Australian company.

16. How do you achieve balance in your life? By being in the moment.

17. Where do you see yourself and your business in 5 years? 10 years?
Continuing to grow, increasing our exports to become a strong international brand, being bigger, better and shinier!

19. If we could introduce you to anyone, who would it be and why? (you never know who we know!) Oprah. She is such a remarkable, smart woman.

Evan Carmichael