Angela Gustafson

How did you get into the granola business?
I run every morning with my boxer, and I would come home and be starved but have to wake up 4 kids and get them ready for school. I needed something that tasted great and refueled me, but I was underwhelmed by what was available in grocery stores. They never tasted homemade and had way too doggone much sugar.

So that’s when you decided to make your own?
I started messing around with [granola] recipes, and, like all good Midwesterners do, I shared them with friends and family. Almost everyone said, “You have to do something with this. This is really a step above.” I thought, “Well, I’ve got a workforce of 4 kids [laughing], so I’ll engage my kids in a summer business adventure and take it to our local farmer’s market.” That’s how it started.

When you were tinkering with recipes, what was that process like?
My family is not overly picky, especially my 3 teenage boys. [Laughing.] They’ll pretty much eat anything, right? So it was more me saying, “What do I want in it?” I was [mainly focused] on putting good fats in there and better-for-you sugars. I knew I was using non-GMO ingredients and whole grains and not using all these things that we can’t pronounce. So it was olive oil, maple syrup, egg whites, lots of nuts, and organic oats. I would be like, “Oh, that’s too sweet” or, “That’s too soft. I want it really crunchy.”

After launching Gustola Granola, what were some unexpected challenges you faced?
The food industry is really tough and competitive. The margins are razor-thin, and you’re making pennies on each unit. We’re $9.99 on Amazon, and I think that’s a pretty high amount for granola. But I think for our society, we shouldn’t be asking, “Why is this so expensive?” but, “Why is this so cheap?” We have to be focused more on, “What are the ingredients in that food? What’s it doing to my body? Are the people working on this product and supplying the ingredients being compensated appropriately?”

You already do a million things. Why did you add partnering with nonprofits to that list?
My business exists because of the community I live in, so I thought, “How do I give back?” We give a percentage of proceeds to a number of organizations, but our main partner is Wilderness Inquiry. It’s an organization that gives people of all ages, abilities, ethnicities, and socioeconomic backgrounds an opportunity to adventure outdoors.

How has selling in Amazon’s store helped your business?
It allows our brand to be seen by a whole lot more eyeballs. We’re mostly in stores in Minnesota, but how do you get [into other places]? Amazon is a perfect way [to do that], and now we’re shipping products across the country. Hopefully people who get hooked on it tell their local grocer, “You should think about carrying this.” It’s just another way to spread granola joy.

What should holiday shoppers know about Gustola Granola?
We’re trying to make the most homemade-tasting, highest-quality granola. No matter what you’re celebrating this season, it’s a joyous time of year, but it’s also an exhausting time of year. We’ve got a lot to do, and because of the ingredients, our granola can provide a nutritional lift for your energy and mood. You’re supporting a small business too, so I think we’re a great option.

How do you take your granola?
Just straight or with plain Greek yogurt and fresh berries. That’s my favorite, but most of our customers just snack on it right out of the bag. And it’s not just for breakfast! People have it in their car, and it goes great with a beer or a glass of wine at the end of the day.

Beer and granola?!
Yeah! The almond, pecan, and cashew [blend] is just perfect. Another thing, the pistachio, pumpkin seed, coconut [granola] is great on mixed greens because it adds a little bit of crunch, just a little bit sweet.