Calling all women entrepreneurs: Join us for the first Webinar brought to you by Ladies Who Launch: Twitter Your Way to Success: A Comprehensive Guide to Cutting Edge Strategies and Best Practices for Using Twitter to Grow Your Business.

========================================================================

Noha Waibsnaider knew that changing the cheap, unhealthy products offered by the consumer packaged goods industry needed to be an inside job. In 2002, armed with a fresh business degree from Columbia University she accepted a job at Unilever as a brand manager and product developer for Ragu Pasta Sauces and Lipton Tea. A few years later, Noha used her knowledge of supply chain management, marketing, retail promotions and advertising to launch Peeled Snacks. Her exposure to the Health and Wellness category at the global food giant and understanding of consumer trends regarding healthy snacks certainly didn’t hurt, either.

While most people are content to consume whatever food is sold at stores – regardless of its nutritional content – Noha was frustrated at the absence of healthy, grab-and-go snacks. She spent her childhood in Israel where dried fruits were nutritious, so Noha couldn’t understand why dried fruit in the United States was pumped full of salt, sugar, oils and preservatives. A frequent air traveler, Noha also noticed that airport snacks consisted mostly of chips, fast food, dried-out fruit, candy and energy bars that were more like dessert than a nutritious nibble.

Determined to gain the knowledge she needed to influence business from within, Noha enrolled in Columbia Business School in 2000. After earning her master’s degree and gaining valuable experience working for Unilever, Noha left the corporate world to travel with her husband.

However, once Noha moved back to New York from California in 2004, her idea for Peeled Snacks became a reality. Although Noha believed in her product, she wasn’t quite sure about taking the entrepreneurial path, so she looked for a full-time job. Coincidentally, around the same time, a friend who worked for an investor’s circle needed applications for the next angel forum. Thinking she could always get a “real job” later, Noha completed the paperwork for Peeled Snacks to be considered.

Although Noha didn’t acquire money from that round of investors, she was inspired to pursue her vision for Peeled Snacks: to make healthy snacking as close to natural as possible and a satisfying part of life. After deciding to become an entrepreneur despite a recurring dream about repeatedly riding a roller coaster, Noha embraced the ups and downs of being a small business owner, financed the business with mostly personal and family funds and officially launched her company in January 2005 with a Fruit & Nut line.

Noha wasn’t the only one craving healthy snacks. The public was ripe for her product, and Peeled Snacks flew off the shelves. A second line was introduced in 2007 called Fruit Picks and Nut Picks – organic and 100% natural snacks.

As Noha’s business grew, so did her family. In 2008, Peeled Snacks introduced its multi-serving family packs at Costco. Due to the downturn in the economy, it was the perfect time to not only offer a bulk product, but also have it sold at the wholesale warehouse giant. Luckily, the family-sized option was just in time for Noha and her husband who welcomed a son that same year.

Today, Peeled Snacks continues to increase its revenue and expand its reach, filling the shelves in Whole Foods and airports across the United States. The tasty snacks are also sold at gyms, yoga studios, corporate cafeterias and Nordstrom Snack Bars. Peeled Snacks has been reviewed by Time Out NY, featured in O Magazine, recently selected as “Healthiest Afternoon Snack” by Good Housekeeping and chosen by Health Magazine as “Healthiest Food Buy.”

What we learned from Noha: “As an entrepreneur, I learned to negotiate more. Everyone should take a class on negotiation because so many conversations with employees, vendors and investors are really negotiations. The better you are at it, the better the result for you and the other person involved.”

An Unexpected Entrepreneur

“I always had a lot of entrepreneurial ideas, but never thought I’d actually be one. Even after I incorporated in August 2004, I wasn’t fully committed to the business. I figured I’d try it for awhile. After all, how much money could it really take to do this? I thought it would be easy. I had no idea what I was getting into.”

A Fruitful Venture

“To initially fund the business, I used our savings, maxed out our credit cards and borrowed money from family. We bootstrapped it from the beginning. I also secured a small business loan and had an investment from an angel round. We’re always looking at financing because the more Peeled Snacks grow, the more money we need to fund that growth.”

Location, Location, Location

“My biggest challenge has been distribution. We tried to pick up new stores, but they charge premium prices for real estate on the shelves. It’s hard for smaller companies to compete. As a result, I’ve tried different approaches. At first, I asked friends to sell for me and had people work on commission. I’ve used brokers and distributors. Recently, I hired an in-house sales team and expanded our online sales.”

A New Mompreneur

“When my son was born, I faced the juggling act of running a company while adjusting to motherhood. I didn’t know how different it would be to balance work with being a mom. I didn’t realize how much time it would take. Being a mom is being a mom, regardless of the help you get.”

What’s the A-peel?

“People love Peeled Snacks because the products are tasty, fiber-rich foods with no added sugar or artificial sweeteners. No gluten, no wheat. Just simple, real, unprocessed food.”

This Featured Lady was profiled by Megan L. Reese, WORDrobe™ Stylist for Her Write Image in West Grove, Pennsylvania.

* Learn more about the Ladies Who Launch STRATA program and become a Member Success
* Learn more about PR Opportunities and PR Leads from Ladies Who Launch
* Reach your Launch Potential by taking advantage of these SPECIAL OPPORTUNITIES and online resources from Ladies Who Launch