26. Dr. Dionne Laslo-Baker: Trailblazing Organic Snacks
EPISODE 25
In this episode, Julie interviews Dr. Dionne Laslo-Baker, founder of DeeBee's Organics. Dionne shares her journey from a career in maternal-fetal toxicology to creating a successful organic snack company. They discuss the challenges Dionne faced in the retail landscape, her innovative approach to product development, and the importance of customer feedback. Dionne also emphasizes the value of coaching and mentorship in overcoming self-doubt and fostering growth. The episode highlights the significance of resilience, community support, and continuous innovation in the entrepreneurial journey.
Catch the Conversation
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Dr. Dionne Laslo-Baker is the Founder and creative force behind DeeBee’s Organics. As a medical scientist with a PhD from the University of Toronto, Dionne spent years studying how the environment and the food we consume impact our health and wellness. She has garnered international attention for her doctoral thesis on the effects of exposure during pregnancy to toxins in our environment. Dionne was named Humanitarian of the Year at the Hospital for Sick Children in Toronto. She is widely published in medical literature and has taught courses in human anatomy and physiology at both the University of Toronto and Dalhousie University.
Dionne is a strong proponent for the health science behind organic food, and DeeBee’s Organics was founded by a mom on a mission. She created DeeBee’s to feed families, do business differently, and create a legacy that will impact future generations. At DeeBee’s we believe in the potential of a vibrant world where differences are celebrated, kids are encouraged to be themselves, and we are all nourished with a rainbow of fruits and vegetables straight from the earth.
This is our “colorful world.”
You can connect with Dionne through LinkedIn or her website.
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Julie and Dionne discuss...
(1:57) Dionne's Beginnings(8:25) Organic Popsicle Entrepreneurship Expansion
(12:44) Entrepreneurial Growth and Gratitude
(24:18) Entrepreneurial Collaboration and Innovation
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Julie : 0:04
Welcome to Figure Eight, where we feature inspiring stories of women entrepreneurs who have grown their businesses to seven and eight figures revenue. If you're in the mix of growing a bigger business, these stories are for you. Join us as we explore where the tough spots are, how to overcome them and how to prepare yourself for the next portion of the climb. I'm your host, Julie Ellis. I'm an author, entrepreneur and a growth and leadership coach who co-founded, grew and exited an eight-figure business. This led me to exploring why some women achieve great things, and that led to my book Big, Gorgeous Goals. Let's explore the systems, processes and people that help us grow our businesses to new heights. If you're interested in growing your business, this podcast will help. Now let's get going.
Julie : 1:04
Hello and welcome to this episode of Figure 8. Today I am chatting with Dr, Dionne Laslo-Baker and she is the founder of DeeBee Organics, which is in the organic food space, making healthy, delicious organic snacks for kids and adults, and she's applying her knowledge in the food industry, gained over many years, to her current entrepreneurial venture and I'm really excited to talk to her today, so welcome.
Dionne: 1:33
Thank you, I'm excited to talk to you as well.
Julie : 1:36
Yeah, I love, love what you're doing and I think you've got such an interesting business. But, with that said, I know how hard it is in the retail landscape and to work with. You know big players and sell your product there, so I'd love to hear a little bit about your journey and how you got started.
Dionne: 1:54
Yeah, I'm really excited to share my story. It was really one of kind of serendipity. It wasn't something I was looking for. I wasn't looking for what. How could I build a company? I had just well, I was in the process of completing my PhD in maternal fetal toxicology and I expected to go on to an academic career.
Dionne: 2:14
So but I was in the kitchen with my two kids and one of my kids, david he was eight years old at the time and we had taken him off all artificial ingredients, all additives, all added refined sugars, artificial colors, that kind of thing, and it was very, very hard, especially back then, to find treats that I felt good about giving him. And I was in the kitchen, he was making tea and his sister was making little frozen pops and they were arguing about who was going to do what with mommy. And then Jocelyn, my daughter, said mommy, let's make teasicles, kind of combining the tea and the popsicles, and it spurred an idea. I stood in the kitchen and I had this kind of light bulb go off. It's funny how it happens when you least expect it and I thought, oh my gosh, hang on, I could build a company, create treats and snacks for my kids that I could share with everybody else and at the same time grow a company using my children as a barometer of success. Would I be proud and could I tell my kids how I'm building a company?
Dionne: 3:24
And this all happened like literally within a flash. And we started out, you know, very serendipitously, with me knowing nothing about business. Nothing like literally nothing, in fact I I used to say, oh, my brother does business, I don't know business. I know you know medical sciences, I don't know business. And so I really learned it from the ground up, building DeeBee, and it was probably lucky I was as naive as I was back then, because it was really tough and it's still tough. But I've learned a lot on the journey.
Julie : 3:59
Yeah, and it's amazing how because I feel like our stories are similar in that respect. You know, none of us at Mabel's Labels had a business degree we largely felt also like we didn't know what we were doing, but somehow when we look back I can see that we did very common sense things that if we had gone to business school we would have been taught to do, which is incredibly interesting when you feel like you're sort of fumbling through the dark and yet you set up processes, systems, checkpoints. You know financial due diligence, all the things that come with kind of getting yourself on a path to growth and to doing it, you know, with your eyes open.
Dionne: 4:41
Yeah, absolutely, and I think no matter where you come from, whether it's what you went to university or you didn't, or you're learning the way we did, you can use your skills. So I used what I knew as a medical scientist and I tried to carry those over to being an entrepreneur and that was really really solid as a kind of that base, because I had built big research projects at the Hospital for Sick Children in Toronto as I was doing my PhD and I kind of used those skills which really you have to be a lifelong learner, you need to want to learn, and I think that our education and life teaches you how to learn, and I think that's a and life teaches you how to learn, and I think that's a really really key thing and something I've tried to instil in our own kids.
Julie : 5:35
Yeah, it is interesting, and I think entrepreneurship is definitely a journey of learning, because I always sort of said, whenever I felt like I knew what I was doing, something big was coming down the pipe and I was going to have to pivot, learn new skills, manage more people, delve into things that I had never done before, and so I think it is that like real growth mindset, lifelong learner kind of attitude that takes you far when you're an entrepreneur.
Dionne: 6:01
Well, you know, it's funny. Even this morning, like you're talking about how you know, things coming down the pipe, we had some big challenges this year and competitors and all sorts of things, and it turned out that the competitors didn't do that well. I was really. We're all kind of nervous about it. But the retailers have come back and said, my God, nobody does nearly as well as DeeBee's does and we want to go full bore with you next year.
Dionne: 6:25
And so you know it's really interesting that sometimes through the challenges and I was talking to my team about there are silver linings. When a challenge comes your way, it's really how you deal with the challenge. Or, if mistakes happen, do we own those mistakes and say I messed up and I need some help to fix it, or this is how I'm going to fix it? And I think taking ownership, like that and and empowering your team because that's we talked about, like that, that team is so important. Empowering them to be okay with mistakes when they happen, because you can fix them, but you can't fix it if you try to cover it up.
Julie : 7:10
And I think mistakes are one of the richest places for us to learn about what we can do differently the next time.
Dionne: 7:15
Yeah, I could not agree more. There's so much that comes out of. You know, I have this saying it's not the challenge you face, it's how you face the challenge, because they're going to come at you and they, you know, as an entrepreneur or someone in business, they come at you all the time and it's always in an unexpected way. You know, rarely is it an expected challenge. And so it's really having that ability to pivot to say, okay, I know from this, you know, hardship is going to come, there's going to be a silver lining somewhere and I'm going to look out for it so I can learn from it.
Julie : 7:52
Yeah, yes. So let's rewind a little bit back to sort of those early days when your kids were your taste testers and your inspiration for getting started. How did you, when did you kind of start to realize you were on to something with the product?
Dionne: 8:08
Well, it was, and that's such an interesting question because I started out making organic tea popsicles. They were frozen, and the frozen supply chain is incredibly difficult. Yes, we don't make anything with incredibly difficult. Yes, um, we don't make anything with tea any longer and we don't make anything frozen.
Dionne: 8:25
And so you know, I knew there was like this, this need in the market for delicious organic popsicles, one of the things that we've never, ever strayed away from, and we're the only company in the market today. In our entire category, every single thing is organic, where every product is certified organic, and that comes from the fact that we have children who are growing bodies and then, as adults, the cellular level, and as someone in medical sciences, I know the degradation that happens to our cells when we're exposing ourselves to the pesticides and the herbicides that actually kill us and cause all sorts of things, but especially in growing bodies. So we never stray away from that. And so, yeah, early days was the you know, the birth of something that would shine through. But then the changes came and my kids are still taste testers, except now they're super critical. They always have been, but I know if they think it's good, it's probably gonna do well in the market.
Julie : 9:34
They're now expert taste testers.
Dionne: 9:38
Yes, they are definitely expert taste testers and very critical, but that's okay. It's good.
Julie : 9:43
yeah, yeah, and so you've slowly been so your product is now available across North America, is that right?
Dionne: 9:53
It's now across North America and in fact now I'm seeing it in South America, in Asia, in Europe, in the Middle East. So you know, we going to Texas, where I had never been, and going into, uh, you know, an HEB uh store over there, which is a big store in Texas, and seeing it on the shelf and going, oh my god, like wow, this is my product on the shelf. And now you know, we're all over, like you name it. Um, we're all over. So it's been exciting
Julie : 10:39
It's funny, though, because no matter how all over you get, I don't think that thrill ever goes away of walking into a store and finding your product
Dionne: 10:47
Oh, every single time I feel like oh, I just saw my baby. You know like.
Dionne: 10:52
I'll actually give it a hug sometimes. So every single time, and especially when I walk into a like, I always see our grocery stores as partners and when I see them displaying us really, really well, I mean, I'll sometimes get teary eyed and I always end up buying the team their product for them to try and saying hello, and so yeah it's. I'm very proud and very nostalgic every time I see us.
Julie : 11:22
That's so great. Um, how has the product I mean you evolved sort of out of tea and a frozen product, and obviously one of the things that happens when stores take you on is they would love for you to bring them more offerings and more SKUs and more flavours and different products and all of the things. What has that journey been like for you?
Dionne: 11:42
Well, I think you know, as an innovator and a scientist, that's the really exciting part and part that really gets me going. So we're always innovating and we always create things that no one else has created before. So we were the first organic, all fruit, 100% organic freezer pop anywhere in the world and we created that category. We're the main driver of that category, we're the main innovator in that category, and so you know, that's what I really love to do, and we're just launching new products right now into the fruit snack space. So really creating new innovation that's never, ever, been there before, with fruit as the first organic fruit as a first ingredient, and disrupting that space. So I'm excited about that and it's really. We already have that supply chain, so we're just extracting the water out of the organic fruit supply chain that we have the water out of the organic fruit supply chain that we have.
Julie : 12:43
Oh, that's so interesting and I think it does. There's a certain like when you have a great skill set, like that kind of ingenuity and the ideas to bring new things in, it's so exciting, it's such a thrilling part of business. But sometimes do you ever find, like, are the retailers like sort of dying for it, or do you have to sell them on the ideas that you do have?
Dionne: 13:07
Actually we've had great uptake from from everybody. So the retailers, if anything, they're saying what else have you got? What's new, what's new so? And same with our customers.
Dionne: 13:17
So we have an amazing loyal of customers and we go to them and we ask them what would you love, what flavours would you love? And we really try to listen and get that out there. And, if anything, my team I need my team to help rein me in because I'll go, let's do this, let's do this, you know. And so we have a team that will say, okay, I don't know if we should, you know, go there, but you know it's. That is an exciting part. And we do have wonderful people who follow us, including our retail partners, who have so far loved what we've done. So we're really lucky that way.
Julie : 13:57
And I think it's really fortunate to build a community of fans and of other moms who are trying to feed their kids healthy foods and organic foods and to take their ideas on board and to be able to create that community where you're having conversations with them about what they're looking for.
Dionne: 14:16
Yeah, absolutely. And I think our community I'm just, I'm so thrilled We've got, you know, really high household penetration across North America, meaning a lot of people know about us and but also, I think, even adults. It's funny, one of our advisors who's older than me and he's in his sixties and he said, Dionne, you know, I didn't really believe the whole organic thing, but now it's really really I just realized it's so important. He's a retired lawyer. I never knew it before, but now I really see how this is going to. You know, help stop my aging process.
Dionne: 14:52
And so it's really interesting how people are starting to understand things and following us. Not only like 50% of our customers are people who don't have children or who have children who are not young any longer, which surprised us, but it's because it's they're they're going. Oh, thank you for making something clean, organic that tastes delicious and and I love having that guilt free opportunity. So, yeah, it's families, it's moms free opportunity. So, yeah, it's families, it's moms, it's moms of little kids, moms of teenagers and people who are adults themselves. So it's nice, nice community.
Julie : 15:32
Yeah Well, and now you'll be getting people who had them as kids, like your own kids, who are turning into adults who still want to buy the product for themselves.
Dionne: 15:37
Exactly, exactly. So, yeah, it's really nice and it's full circle and you know we're building a brand as a, as a legacy. You know that will create organic treats and snacks for, hopefully, years and years to come.
Julie : 15:51
Yeah, how would you say? Your role has changed, like what, how your day to day has changed and and what it looks like for you now versus, you know, in the early years and as you scaled up to where you're at today.
Dionne: 16:05
You know I feel so relieved. There's probably many times a day I think, oh my God, thank God for my team, because when you start out you do it all and you know I don't think I could do it again to that extent. You know, doing it all it's, it is a breakneck pace. You give up. I don't know about you, but I gave up all my social network. I had to give up so much of my life because I was doing it single handedly. I didn't have a partner. My husband is a doctor and he was busy working and he would watch the kids when I'd have to travel.
Dionne: 16:42
And so it went from doing everything and probably doing a lot of stuff not so well because it's not my expertise to starting to fill the leadership team and then the extended team.
Dionne: 16:55
And we have a philosophy at DeeBees if you're with us for a year or longer, everybody has the opportunity for ownership.
Dionne: 17:01
So I see our entire team as my partners and I love that, because you go from being quite lonely and scared and crying in your pillow with fear as an early entrepreneur to being able to share all this with so many people.
Dionne: 17:20
And there are things happening all the time in the company and I think to myself, wow, I don't need to go out and send that postage there or make sure that this person is, you know, manufacturing properly, or that the trucks are being loaded and they're arriving where they're supposed to go.
Dionne: 17:38
And you know the trucks are being loaded and they're arriving where they're supposed to go. And you know setting up a trade show booth, all these things going knocking on every single you know door, which I literally did, knocking on you know buyers doors and having them slammed in my face. So it's changed a lot to still being the face of the company and I just got home from a you know five city tour, you know, back to back to back, which was exhausting but but exciting. So I get to do the stuff that I feel like I'm really good at, which is being the face, sharing my story and making sure that we are as a leadership team, we're making some of the best decisions we can make, but having a lot of gratitude for being in this place with with the team around us.
Julie : 18:26
And having good people on that team and people that you can trust, who are invested in making the company the best they can as well.
Dionne: 18:35
Exactly, exactly. In fact, everyone on our leadership team has invested in the company. So and including our advisory board have also invested. So because I really felt like I want people to have skin in the game, I want us to be what a true partnership means. You know, I want you to think like a partner, not just somebody who is giving me advice and it doesn't really matter to them.
Dionne: 19:01
It has to like really matter to them, and so so, yeah, I'm very happy with kind of how that side of the company has has been built.
Julie : 19:13
Well, and I was very happy to see you named to the list of Canada's fastest growing companies, and that's no small accomplishment when you've been in business for this long.
Dionne: 19:24
I feel so lucky. We've had that a few years running and we're so grateful for that. And you know, sometimes I have people say, do you celebrate these things? I always say no, no, because I do a little bit for our team. But I'm like, oh, there's always a challenge that comes up and as soon as you get too excited, boom, something harsh happens and you go oh my God, I got to deal with it, but it is something that I'm so proud of and I'm proud of our team that we've been able to get there, you know.
Julie : 19:54
Yeah, it's one of those funny things about, like one of the things in my book. I talk about pinnacles and plateaus and we like to just keep climbing for pinnacles as entrepreneurs, we do not like to think about sitting on plateaus.
Dionne: 20:09
No, absolutely You're right, very well said.
Julie : 20:13
But it also is, you're right, like when you have a team stopping with some recognition for a milestone achieved is important to the people that work for you, even though it might be like you're like okay, well, yeah, I made that list, but I was hoping it would be better, or I. You know there's always this like, but I wanted more. I think about like. In us as entrepreneurs, there's always more that we want.
Dionne: 20:38
And you're right, and it's so true, and that's exactly what I think. When we pretty much with any award I get, I'm like, ok, but it's our team, but it truly is. And you're right, we need to celebrate those wins for our team because, you know, yes, we may be the ones being called out or the company, but it is those people that made it happen and they need to know that they're a part of something that needs to be, and should be, celebrated. So, so you're right, and I could probably do an even better job at that, and you just made me. We had an all team meeting and I said I thought to myself, geez, I didn't recognize everybody for that achievement. So I'm going to go back and do that because I think it's really you're right very important for the team.
Julie : 21:25
Yeah, and it is funny because you do you get caught in the like the next, the next piece that you're after, or the next thing that you, you know, have on your list of goals. And yeah, I think we I don't know if it's also like a thing we do as women or if it's, you know, entrepreneurs as a whole- Not sure about that.
Dionne: 21:48
I bet you it's both. I bet you it's both because probably men do it as well. I know for sure that a lot of my women founder friends we all tend to do that, including you. We all tend to do that, including you, you know it's. It is something that I don't know if we're taught to be really, really humble and we take that seriously and take that to heart, or if we always feel like for me, I always feel like what I could be doing better, I should be doing better, and we're hard on ourselves, really hard on ourselves, you know, I think it's a lot about that as women.
Julie : 22:27
It's the, you know. Oh yes, I was named to that, but it's always. We always have the. But you know, I could be a better leader. I have all the different pieces that come with that.
Dionne: 22:39
Always a but Always, yeah, yeah, yeah, definitely. Always a butt always, yeah, yeah, yeah, definitely, yeah. It's funny because I have, you know, male advisors who are like, wow, you gotta celebrate that. Like are you kidding me? No, like, I'll celebrate my team, but no like for me, no, no, no, no, no, no, no, um, so I have to. That's things, that those are things I I do need to work on, and I do have a, a coach who you know catches me on that, which I think is really important to have that coaching and to have that mentorship to for us as founders, because we hold a lot, you know, yes, so it's important.
Julie : 23:18
And yeah, and how did you come to work with the coach and what was important about that for you?
Dionne: 23:26
I actually came to work with a coach through a very good founder friend who's a dear friend of mine. Her name is Nicole Smith, she's the founder of Flightographer and she she introduced me to my coach named Goli Avery and you know, it was really. It's like therapy for business. You know I still deal with my own therapy for personal stuff, but it's really as entrepreneurs, I think it's really healthy to look for that coach who we connect with, who might give us insight into ourselves that we typically don't hear because we don't divulge that information and those internal fears and anxiety that we have. So it's very healthy. And you know, we've, we've, we, we at DeeBees we stay profitable at all costs and I just had to pull back on some of my coaching and I really miss it. So, yeah, it's something that I hear her head or her voice in my head sometimes you know saying. You know I didn't think about that, you know.
Julie : 24:38
So are you sure you should be doing that, Dionne?
Dionne: 24:42
Exactly yes, and we still text each other. So she's still coaching me, but I'm definitely going to get back at doing more of that. It's really important?
Julie : 24:54
Well, it's important because I think thinking about what are those external sounding boards that we put into place in order for us to come back and lead within the company in the way that we want to.
Dionne: 25:07
Exactly. I think we can be the healthiest leaders. It's like in your family if you go and you deal with things that are, you know, really impacting how you are with your family and how you treat them, and the subconscious things that you're not even aware you're doing Same thing with business. So I think it does make us better leaders and it's a really important. It's really important to have a sounding board where you can do some check-ins and talk about things that are tough and get the insight instead of going to your team members. Have that external sounding board. It's really healthy.
Julie : 25:46
Yeah, there's somewhere along the way in the journey where it shifts from that collaborative decision making around the table to where you need to. You know, throw some things at the wall and figure out what's happening before you come back to that leadership team and, you know, talk about making a decision.
Dionne: 26:08
Absolutely. I don't know how many times Goli and I have spoken and, uh, I'm so thankful I did before I went back to my team or I dealt with, you know, whatever was going on positive or negative, or challenges, or you know wins, whatever it may be, it's, it's been much more beneficial than I even expected.
Julie : 26:27
I think that's a real like nugget to uncover in your entrepreneur journey.
Dionne: 26:34
Absolutely yeah, I agree with you, it's very important.
Julie : 26:39
Yeah, and so what's next now? What's next for you? What's on your path to world domination and profitability at all costs? What are you? What are you thinking about these days? What's top of mind?
Dionne: 26:54
It's really. Where are we going next? What are we going to do? We've already you know we're well into 2025 planning and you know we're getting. We launched. We have a test and learn strategy, so we just launched a product called Dipums.
Dionne: 27:12
This is our little package here and it's a remake of a nostalgic treat where we have an organic fruit stick and the delicious organic fruit powder, so it's, and we put it out there. So you dip the fruit stick in and you lick it off. And it's funny the things you learn because you really need to. Our fruit stick is like a juice stick and if you lick on it, if you lick it, it's more delicious than if you bite it, and it's been one of my challenges how do we convey that without sounding X rated? Yeah, you should have seen the videos we've made. I'm like you know, please try to lick on it, suck it. It's really delicious, so it's, anyway, it's, it's tough and it's for children. It's for children, you know, and none of it is supposed to sound X-rated at all. You know, and our team are like oh God, Dionne, you have to rerecord that one. So it's we, but we put it out there and we're learning.
Dionne: 28:18
You know, people have said I want more than I want more than one stick, I want this to taste like this, and so we're constantly revising it and adjusting it and so by the new year we'll have kind of this perfected product. So that's been our strategy and it's a new strategy. We're still figuring out how we do that, how we get a product out there, we test it and then we learn and we don't order too much so that we can adjust it and change it and because you have to, you know, change the packaging, and so it's. That's a.
Dionne: 28:52
You know, it's almost like a scientist when you have a hypothesis and you have to test your hypothesis and you may need to go back and make revisions to that hypothesis on what you learn and it's similar, often related back to you know how I learned to be a medical scientist and this test and learn. I just discovered, oh my God, we've got too much inventory of packaging with the ingredients we started with and we need to change that, and so that's going to happen in the new year, and so there's always things you need to work through. But we're really, really excited about that product and in fact I have like revisions, you know, right here of you know powders that I've come up with with an incredible scientist, chemist, actually, and an aromist in Italy, where we came up with the most delicious, delicious, delicious new powders that are coming out and delicious organic fruit. They're kind of like literally like fruit juice sticks, so I'm excited for those to evolve.
Julie : 29:55
I think it's so interesting when you, when you have that kind of community, that's helping you kind of discern what people want, right, because it's a big risk to do large production runs and, to you know, put your stake in the ground and then at the same time you've got to find feedback that's real, because not not all feedback is actually going to sell product.
Dionne: 30:19
You're absolutely right. And it's funny because when I read feedback and people, will you know, rate it kind of and I think, oh, I just want to talk to each of them and tell them we're changing it, we're changing it. We hear you, we. You want more sticks? We're giving you more sticks. You want better powder? We're giving you better powder. Um and um, you know, but I think a lot of people, when they give you feedback, they think that that's the end and so it's. Also, how do we convey to our community that this is just the first go at it. Let us know what you think, and then we're going to take that and we're going to make changes to it. We're going to hear you and and and and adjust accordingly, and so I think you know that's that next challenge. How do you convey that? Because it's a different type of philosophy. You know that's that next challenge. How do you convey that? Because it's a different type of philosophy.
Dionne: 31:06
You know so that people will go and try it again.
Julie : 31:07
Yes, and a philosophy that I don't think people expect.
Dionne: 31:12
Right. Right, it is a different way of doing it. I don't know. I'm sure other people do it, but it's one that I really believe in. So, yeah, I I think getting that, conveying that and having that test and learn kind of be a part of who we are is an exciting part of innovation, because we've got a lot of cool stuff coming out over the next 12 to 24 months.
Julie : 31:36
Good. Well, I can't wait to follow you and see where all this innovation takes you and to follow the company on your growth journey. Thanks so much for joining me today. I really appreciate it.
Dionne: 31:48
Thank you, I've so loved talking with you, Julie.
Julie : 31:50
All right, take care, Dionne.
Dionne: 31:53
Thanks you too.
Julie : 31:55
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