Back in the day, I used to run Q&As with fascinating people doing fascinating things here on The Meltingpot. And since I’m now coming back to blogging on a regular basis, I decided to bring that segment back; The Meltingpot Q&A. And in honor of Women’s History Month, I decided to run this Q&A with Lia Ballentine, the founder of Yumday, a unique, new subscription snack company.
Yumday is a mission-driven company that specifically looks for snack and beverage brands led by women and people of color to use in their subscription snack boxes. Yes, you can call it affirmative-action snacking, snacking for good, snacking with an agenda, or you can just call Yumday a delicious and ingenious idea because the snacks they include in their subscription boxes are amazing and as diverse as the companies making them. How about a Lavender Vanilla Coffee Bar or Umami Beef Jerky?
When I heard about Yumday, I was so intrigued by the company’s mission, I had to ask Lia Ballentine how (and why) she went from working in corporate communications in Hollywood, to launching a snack company that uplifts POCs and women. And in the middle of a global pandemic, no less! This is what she told me:
Meet Lia Ballantine, Founder of Yumday
What was the Inspiration to Start Yumday?
Lia Ballentine:
Well, for starters, I love snacks!
I mean, I love food in general, but in 2020, my snacking hit an all-time high. My husband and I were working from home — like the rest of the world — and snack breaks were these moments when we could get away from our screens, meet up in the kitchen, and enjoy peaceful breaks in the day.
Snacks became our comfort food, but as much as we liked snacking, we didn’t want the same old chips, crackers, and granola bars.
Then on top of that, because we were in the early months of the pandemic, I couldn’t just browse the grocery stores or head over to any specialty markets to check out new snacks, especially snacks that aligned with my tastes and my values.
And when I say “values,” I’m referring to my desire to find products that are woman- and minority-owned. I’ve been making an effort over the past few years to shop more consciously. I know the impact that my dollars can make, and if I can buy from a woman- or BIPOC-led brand, that’s what I’m going to do. So when it came to looking for new snacks to fill my pantry, I wanted to make sure that in addition to learning about the ingredients of the snacks, I wanted to know more about the producers — the people and missions behind the snacks.
All of this discovery and curation started out as a personal initiative for me. But over time, and through conversations with others, I realized that a lot of people wanted to try these new and unique snacks, too.
And then one day it hit me! I could be that person to help snack lovers and conscious consumers find their new favorite treats from emerging and diverse brands.
And that’s how Yumday’s snack boxes and snack subscriptions were born!
Why Do You Prioritize Women and BIPOC Led Brands?
LB: I prioritize women and BIPOC-led brands because they deserve it, and they need to be seen. And this is personal to me as a Filipina immigrant. I want to show the world that people like me are leaders and creators. And with Yumday, I can do this in the snack space, which is a food category that is dominated by big corporate brands.
What’s more, trying to get shelf space at a major grocery store is tough. It can be expensive, and even if you get it, sometimes that can backfire for a newer food company. And really most grocery stores are just filled with products from bigger corporations, and it’s hard for emerging brands to get in — no matter how good or high quality their product is. But Yumday gives smaller brands an opportunity to connect with new customers in a more intimate and engaging way.
And from the consumer’s perspective, I know a lot of people are trying to shop more consciously, and I feel like Yumday helps point them in the right direction and gives them confidence in buying products from new, diverse producers that they may not
have heard of before.
What Excites You About Building this Brand?
LB: There are so many things that excite me about Yumday. I love being introduced to new food producers who are doing innovative things in the snack space. For example, we have brands making upcycled snacks. These are makers who are taking ingredients that would have been food waste and turning them into delicious, nutrient dense treats. And I find this so inspiring and just really cool.
I also love being the person that can tell people about these snack leaders. I just think it’s awesome that I can share my enthusiasm for these snacks with everyone around me. You also know you can trust my snack reccs because I do my research on the founders, connect with them, and I taste test everything to make sure it’s a fit with Yumday.
What’s in Store for the Future of Yumday?
LB: I can’t say for sure, but I am always open to whatever the universe has in store for me. I would love to see Yumday changing the way people discover and shop for food. I want to see Yumday expand its offerings with pantry staples and other ready-to-eat foods. I can also see Yumday going beyond the subscription model and transforming into a trusted marketplace with even more brand partners.
But no matter how much Yumday grows, or what direction it ends up taking with regards to the shopping experience or product offerings, it will always be a destination for people who want to shop according to what they value and we will always curate with intention.
Get Some Snacks and Snack for Good
Thank you Lia for sharing your inspiring story with the MAMP audience. And thank you for centering the products made by women and people of color. You’ve made it easy for all of us to snack for good.
If this interview made you feel a little snackish, go check out Yumday.co and get yourself some tasty treats!
*Please note: Some of the links in this post are affiliate links. That means if you purchase an item from one of the links on this page, I will receive a small commission from that sale at no additional cost to you.
