Interview with Susan O'Brien of Hail Merry Raw Vegan Gluten-Free Snacks at Expo West 2011

Summary

Susan O'Brien, the founder of Hail Mary, shares the brand's mission to provide healthy, raw, gluten-free products that are nutrient-dense and free from processed sugars, oils, and fillers. Focused on affordability, sustainability, and ingredient integrity, Hail Mary's products include granola and tarts made with high-quality ingredients like raw almond flour and agave. The company sources from transitional organic growers and uses eco-friendly packaging. With expansion into regions like California and Colorado, Hail Mary is growing its presence while staying true to its values of clean, healthy, and accessible food.

Takeaways

• 😀 Susan O'Brien is the founder and creator of Hail Mary, a brand focused on gluten-free products.
• 😀 The brand advocates for gluten-free options that are healthy and not just junk food disguised as healthy.
• 😀 Susan has a gluten intolerance, not celiac disease, which motivated her to create healthier alternatives.
• 😀 Many gluten-free products are made with high glycemic ingredients like rice flour and potato flour, combined with processed sugars and oils.
• 😀 Hail Mary's products are raw, nutrient-dense, and free from fillers and synthetic vitamins.
• 😀 The brand's first product was an orange cranberry granola, with a lemon version also available.
• 😀 Hail Mary products are low in carbs and do not include bars, which are often filled with sugar or fillers to bind ingredients.
• 😀 The brand emphasizes using raw, organic ingredients and avoids synthetic vitamins by sourcing high-quality foods.
• 😀 A new product, a chocolate almond butter tart, is being launched as a healthier version of a Reese's Peanut Butter Cup.
• 😀 The challenge of balancing ingredient integrity and affordability is important to the brand, and they ensure sustainability by sourcing from transitional growers.
• 😀 Hail Mary’s products are about 75-80% organic, and the company uses recycled plastic and paper for sustainability.
• 😀 Hail Mary started in Texas, and the brand is expanding into other regions, including California and Whole Foods nationwide.

Q & A

What motivated Susan O'Brien to create Hail Mary?

Susan O'Brien created Hail Mary due to her personal struggle with gluten intolerance, which led her to notice a gap in the market for truly healthy gluten-free food. She was disappointed by the unhealthy, junk food disguised as gluten-free options and wanted to create nutrient-dense alternatives.

What is Susan's stance on gluten-free junk food?

Susan is strongly against gluten-free junk food. She believes that many gluten-free products, often made with rice flour and potato flour, are high glycemic and processed, which makes them unhealthy despite being gluten-free.

How does Hail Mary ensure its products are healthy?

Hail Mary focuses on using raw, nutrient-dense ingredients in its products. They avoid using processed sugars, oils, and fillers that are commonly found in other gluten-free items. Their products are designed to be as wholesome and nutritious as possible.

What is the philosophy behind Hail Mary's granola products?

Hail Mary's granolas, including orange cranberry and lemon versions, are low in carbs and made without fillers or excessive sugars. They emphasize quality ingredients and avoid any synthetic additives, staying true to the raw food ethos.

Why won't Hail Mary produce bars?

Susan is passionate about bars but believes they are inherently unhealthy because, to bind them together, bars require high amounts of sugar or fillers. These ingredients lower the nutritional value and make the bars less healthy.

What are some of Hail Mary's dessert offerings?

Hail Mary offers raw, healthy desserts, including lemon tarts, chocolate tarts, chocolate mint tarts, and a new chocolate almond butter tart, which is described as a healthier version of a Reese's Peanut Butter Cup.

How does Hail Mary balance quality ingredients and affordability?

Hail Mary faces the challenge of maintaining both high-quality ingredients and affordability. They achieve this by sourcing from transitional growers, which supports the organic farming industry while keeping costs manageable for their customers.

What does 'transitional growers' mean in Hail Mary's sourcing strategy?

'Transitional growers' refers to farmers who are in the process of converting their farming practices to organic methods over a three-year period. Hail Mary supports these growers, helping them reach full organic certification while sourcing high-quality ingredients.

What is Hail Mary's commitment to sustainability?

Hail Mary is committed to sustainability, using recycled plastic packaging that is also recyclable and sourcing paper products made from recycled materials. This is part of their dedication to environmental responsibility.

How is Hail Mary expanding its presence in the market?

Hail Mary started in Texas and has expanded regionally into Colorado, Southern California, and Northern California. They are continuing to grow, reaching more Whole Foods locations and aiming to expand into additional regions.