Today we’d like to introduce you to Allison Madden.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I have been baking for as long as I can remember. My Grandma Steen (dad’s side) was an amazing baker and I have memories from when I was VERY VERY young of learning to bake in her kitchen when the rest of my siblings and cousins were outside playing. She passed when I was young, about 6 years old, but her influence stayed with me. I was making treats for all our special occasions on my own and found any excuse to bake. My grandma passed down amazing recipes that I use to this day.
Decorating wasn’t my priority – developing recipes was. I always thought “whats the point in developing decorating skills before the flavor and texture was the best it could be?”. I think a lot of people rush through that process to monetize as fast as possible which is why sugar cookies had such a reputation to look pretty but have no flavor, are too sweet, or a texture that isn’t ideal.
In 2016, I lost my job shortly before Christmas so I used that time off to work on my decorating skills and just never stopped. I slowly started taking orders for friends and family and then in the spring of 2019, I started my cookie business to supplement my wedding planning business but was taking very limited orders due to my busy schedule. Once covid hit, my wedding planning business immediately suffered for obvious reasons and I had no income coming in, so I really focused on my cookie business and the orders started pouring in.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Of course there have been challenges but I believe my past experiences set me up for success. While wedding planning and making custom cookies are very different jobs, a lot of operating a small business is the same regardless of industry. A lot of the headaches I dealt with starting my previous business were avoided when I started The Heartland Cookie Co.
Some of the most difficult aspects to building a small business is developing a customer base. I am fortunate to be a life long Kansas Citian with a strong support system of family and friends who wanted to support me. Add to that my 15 years in food and beverage and my many years in the wedding industry, I had a customer base already built in and then the referrals have been huge.
For me, the greatest challenge has been the pressure. People trust me to make these treats for their most special occasions, whether that is getting married, having a baby, graduating, starting a business, etc. and I take that very seriously. I have generous and gracious customers and its important to me that I deliver a product that elevates their special occasion.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
When I started my business, I knew I wanted to be “different” than other custom cookie companies and true to myself. That meant blending personal with business, which a lot of people have BIG opinions on. I involved my customers and followers on social media in my business and my life – I wanted them to know ME and build real relationships and community with those who support me.
One thing about me is that I’m a bit silly, sarcastic, and don’t take myself too seriously – this came through with my cookie designs. I made the beautiful, sweet, traditional designs and still do, but I quickly focused on x-rated designs and even earned the nickname “Cookie Peen Queen” because I could turn any theme into an x-rated design. People LOVED IT, including those who you wouldn’t expect. I received some negative feedback and my response was usually “they’re just cookies”. There is so much in the world to be upset about so I easily ignored the backlash to my non-traditional designs.
Since 2020, I have made progressive politics an integral part of my business, which riled people up even more than the x-rated designs, as you can imagine! “Politics with a side of cookies” is now on my website and my bio on instagram and no one ever has to wonder where I stand. At a time when people are “voting with their wallet”, this has worked to my advantage. Have I lost some potential customers? Sure have, from those who tell me to “stick to cookies”. But I have gained so many more customers and supporters than I have lost.
On my website, I don’t shy away from this. A blurb on the main page of my website says this:
“We believe that everything is political, including cookies. Ali enjoys using her platform and small business to elevate important conversations that many shy away from – including progressive politics, mental health, violence against women, and public and personal health. That’s not for everyone. Not a fan? Then we are certainly not the small business for you. And thats okay!”
I am most proud of intertwining advocacy into my small business, as its not the easy option. I have received countless harassment and violent threats from those who don’t appreciate my perspective but its worth it. I make big statements with my designs, especially those I make strictly for content from current events. I have hosted presales with proceeds benefiting various causes, including the Kansas “Vote No” campaign, democratic campaigns, survivors of the Chiefs’ parade shooting, abortion rights, and raised funds for “Everytown for Gun Safety” after the Uvalde shooting.
If you had to, what characteristic of yours would you give the most credit to?
Passion, advocacy, and sourcing high quality ingredients
Pricing:
- Tier 1 – $80/dozen
- Tier 2 – $95/dozen
- Tier 3 – $110/dozen
- Tier 4 – $130/dozen
- More affordable options are one design cookies, mini cookies, and printed cookies using the Eddie Edible Printer.
Contact Info:
- Website: https://www.theheartlandcookieco.com
- Instagram: https://www.instagram.com/theheartlandcookieco
- Facebook: https://www.facebook.com/theheartlandcookieco
- Threads: www.threads.com/theheartlandcookieco
- TikTok: https://www.tiktok.com/theheartlandcookieco
