Alright – so today we’ve got the honor of introducing you to Jeanette Tostenson. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Jeanette thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

Qwiznibet began with something small—just a spark of creativity. Years ago, my husband and co-owner Daniel Tostenson wrote a poem while sitting in a Carl’s Jr. What started as a simple moment of inspiration became the seed for our very first children’s picture book.

As we continued building on that story, new ideas naturally unfolded. Characters emerged, each with their own personality and charm. Those early illustrations grew into a full cast of cartoon characters that now represent the heart of our brand.

Today, those same characters have expanded beyond storytelling. They’ve become the faces of our specialty food products, connecting our books and our food in a fun, meaningful way. Our children’s books—many more currently in development—are designed to complement these products, with stories centered around food, imagination, and adventure.

As each facet of our business grows, we’re intentionally using every opportunity to cross-market and pre-market what’s coming next. Each book, each character, and each product is part of a larger, connected vision—one that continues to build momentum with every new release.

The soul of Qwiznibet comes from a combination of our childhood memories. Daniel’s were shaped by life on a farm in the Midwest, and mine stem from my time growing up in Germany. Together, we’ve blended these two worlds into something unique—bringing a creative approach that merges culture, experience, and imagination.

At its core, Qwiznibet is about bridging old and new. It reaches back to simpler, more nostalgic times—capturing a retro spirit—while re-imagining it in a fresh, modern way for today’s families.

Looking ahead, the next phase of Qwiznibet is all about expansion. We’re continuing to build on our wholesome children’s stories while introducing new product lines, each tied to our growing cast of cartoon characters. Every step forward strengthens the connection between story, character, and product—creating a brand experience that families can enjoy in multiple ways.

When we first started, we had no idea how big the vision would become or how far it would grow. What we’ve learned is simple but powerful:

The key is to just start.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Our work is inspired by real-life roots. My childhood in Germany and Daniel’s upbringing on a Midwest farm bring together two very different worlds, shaping a brand that feels both nostalgic and unique. That combination allows us to create something that reflects simpler times while still feeling fresh and relevant today.

At the core of Qwiznibet is creativity that expands across multiple platforms. Our growing lineup of children’s books introduces original cartoon characters, and those same characters come to life as part of our food products. Each piece of what we create is intentionally connected, allowing us to build a larger world rather than offering one-off products.
We also approach our business with a long-term vision in mind. As we grow, we focus on building awareness for what’s ahead—using each product, story, and character as a way to introduce the next. This layered approach allows us to continuously evolve while staying true to our identity.

What sets us apart is that we don’t just create products—we create an experience. Everything is rooted in storytelling, with the goal of giving families something they can enjoy together, whether that’s reading a book, connecting with a character, or sharing a product tied to that story.

What we’re most proud of is how authentically this brand reflects who we are and where we came from. It’s built from real memories, creativity, and a willingness to grow without losing that original sense of purpose.

Above all, we want people to know that Qwiznibet is about bringing a sense of joy, imagination, and connection into everyday life. It’s about creating something that feels both familiar and new—something that can grow with the families who experience it.

We’d love to hear a story of resilience from your journey.

Resilience has become a defining part of our journey.

We truly believe in counting it all joy, even in the midst of trials—because those seasons shape you. The testing builds character, character builds hope, and hope is what carries you forward.

Before COVID, our business was growing rapidly. We were doubling year over year, gaining momentum, and stepping into what felt like an exciting new chapter. Then everything came to an abrupt stop.

COVID brought our business to a standstill. At the same time, we were living in Uptown during the riots, surrounded by uncertainty and unrest. We were on lockdown and unable to check on stores or restock product. Even leaving our home felt unsafe, with streets blocked and access limited.

Inside didn’t feel safe either. Multiple neighbors were held up at gunpoint in their homes. We lived with the reality that our building could be next, keeping bags packed in case we had to leave quickly like so many others had. We couldn’t relocate because housing had essentially frozen—no showings, no movement. We were stuck in every sense of the word.
In the middle of all of this, we also lost a family member—and couldn’t even gather to honor him properly. It was a deeply difficult season, both personally and professionally.

Eventually, we were able to move, which gave us a sense of peace and safety again. But rebuilding the business brought its own challenges. As the world slowly reopened, many small businesses and vendors had closed their doors. The landscape had changed. Shopping patterns changed…EVERYTHING CHANGED.

If we had only seen ourselves as a food business, we might have closed too.
But that season forced us to think differently.

We learned not to put everything into one lane. We began to diversify—expanding across multiple platforms, selling direct-to-consumer, business-to-business, and through distribution channels. We focused on building in multiple stores and strengthening different revenue streams, so if one slowed down, others could carry us.

We also learned the importance of understanding margins—leaning into the parts of the business that could sustain us through difficult times.

What felt like loss became a lesson in strength, strategy, and endurance. That season built an inner fortitude in us that we wouldn’t trade. It reshaped how we think, how we build, and how we move forward. And because of it, we’re not just rebuilding—we’re rebuilding stronger, wiser, and with a deeper sense of purpose.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest things I had to unlearn was the belief that I had to do everything myself.

As a business owner, your role isn’t to stay stuck as the technician doing all the busy work—it’s to step into the position of a leader making executive decisions. That shift in mindset is critical, and the earlier you adopt it, the better positioned you’ll be for growth.

In the beginning, yes—you will have to wear multiple hats. But instead of seeing it as “doing everything,” it’s important to recognize each task as its own role. One of the best ways to do this is by creating a simple flow chart of your business. Break down each responsibility into separate functions.

This helps you in two major ways. First, it brings clarity to your operations. Second, when it’s time to hire, you’re not bringing someone into chaos—you’re hiring for a clearly defined role with specific responsibilities.

Instead of replacing yourself with confusion, you’re building structure.

Contact Info:

• Website: https://www.qwiznibetfoods.com/
• Instagram: https://www.instagram.com/qwiznibet_foods/
• Facebook: https://www.facebook.com/QwiznibetFoods/
• Youtube: https://www.youtube.com/@qwiznibettv