Green Pea Cookie
Green Pea Cookie was founded by 2 food loving Singaporeans (Ying Quan and Fiona) and an imaginative American (Larissa).
Ying Quan Tan grew up in Singapore, the land he loves dearly, surrounded by delectable food and the hustle and bustle of his father’s small restaurant. He developed a passion for social enterprise, innovative management and startups during his studies at the National University of Singapore (NUS) and at Stanford University. He has a deep appreciation for his heritage and wants to share his country’s culture with the world. He is currently living in Singapore with his hands in many projects; mainly, he’s plowing forward to make Green Pea Cookie a strong and sustainable endeavor!
Fiona Lee also grew up in Singapore, where she quickly became a professional baker. Every holiday season she’d sell pineapple tarts and other delights to friends, family and strangers alike. She loves experimenting in the kitchen and believes that baking is as much a science as it is an art (much to her dismay, she discovered commercial baking in particular was also a workout). She studied marketing and business at NTU in Singapore. She loves to travel and experience other cultures, and she is currently living in Berkeley, CA, developing new flavors of the best cookies on Earth.
Larissa Russell grew up in Newtown Sq., Pennsylvania and attended an all girl’s preparatory school prior to studying International Relations at Dartmouth College. She’s a writer/storyteller, certified yoga teacher and social change professional who loves to step out of her comfort zone. She has built a few guitars and has worked as a laborer on an organic vineyard in France. Now, she is living in San Francisco, CA, creating peasitive content for Green Pea Cookie.
All three of us have unique goals for our personal futures but share one thing in common: we’d like to make Green Pea Cookie into the happeast cookie company on the planet. This means happea products (that are sustainably and responsibly produced!), happea messaging (the little things that make you smile!) and happea employees (that keep the whole thing going and growing).
We need your help to make this dream come true!
This loan is special because:
More about this loan
Green Pea Cookie is a company that makes cookies out of roasted green peas.
Ying Quan first brought a version over from Singapore and discovered that many of his friends (including Larissa) loved them. He asked for help from Fiona Lee, his baker friend in Singapore, and she developed a better version. Larissa and Ying Quan began to sample the cookies around Dolores Park, SF. That holiday season, we baked over 2500 cookies by hand and mailed them as gifts to everyone. The project spiraled into a wildly successful Kickstarter campaign the following year, and we’ve since set up our online store at greenpeacookie.com.
We knew when we first drew “Peater, the Original Green Pea Cookie” with a big smile on his face, that our vision was to create the world’s happeaest cookie company. Our task, throughout this journey, has been to determine what real, deep “happeaness” is. We believe that happiness is the simple, truest nature of everything, including food. We want to create food products that are simple and true. Our cookies taste great; they are made from the best, most wholesome ingredients available; they are not harmful to the environment and they are accessible to many people, including the vegan community. In each bite is a peasitive world! But we still have a long way to go.
We’ve run into a number of challenges as “entrepeaneurs” in the food industry, including the availability and accessibility of quality ingredients or packaging, the affordability of certifications, and more. Our mission along the way is transparency; we have committed to telling the whole, plain truth to our customers so they can share in our adventure.
We are proud of how far we have come with smiles on our faces. We want the whole world to try our cookies!
What is the purpose of this loan?
We want to use the loan to help automate our production.
Right now, since every cookie is hand scooped, the cost per cookie is very high. Our price point has to be very high for us to stay in business. We need to lower our cost per cookie for two reasons.
1) We would like to enter the retail market. Currently we are only selling at small farmers markets, online, at greenpeacookie.com, and in some local cafes. Grocery stores like Whole Foods or local coops would be a great way to reach more customers and generate predictable revenue. At this scale, however, retailers are buying products like our cookies from distributors, who sometimes buy only from brokers. In short, there are a lot of middle men. We need larger margins in order to be able to sell our cookies at a reasonable price to you (the consumer)!
2) We would like to lower prices on the online store in the future. One of our goals is to make the cookies accessible to as many people as we can, and right now the price makes it very much an elite product. Unfortunately, we do not have much wiggle room until we can cut costs.
If we are able to automate our production, we estimate quadrupling our efficiency in the kitchen, which would significantly lower our cost per cookie and allow us to scale effectively.
Years in operation: 1 year – 3 years