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

Jo, appreciate you joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

My love of baking started with me standing on a stepstool at my grandparents’ house, intently looking into my Nana’s mint-green mixing bowl as I cracked the eggs for her butter cookie recipe. Over the years, I traded the eggs in for flax seeds and applesauce, but my care and intention have only amplified.

In the food business, it all starts with ingredients and intention. This is why I partner with local farmers for produce whenever possible- to find exceptionally fresh, seasonal food grown in our communities, thereby reducing the carbon impact as well.

Beyond the taste, my customers value the care and intention put into our baked goods. They support my dream and the fact that I strive to run my business ethically- in terms of ingredients used, thinking ecologically about packaging and waste reduction, and in aiming to co-create a safe, welcoming community space with our customers.

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

I am the baker and owner of New Moon Vegan, a plant-based bakery in Batavia, IL. We have small-batch and seasonal menu, and all components of our goods are handmade, starting with our vegan milk and butter.

My career background is in higher education, but baking has been the dream I kept close to my heart for so many years. Like many, when the pandemic hit the U.S. I was forced to pivot careers and I decided at that moment that I owed it to myself to at least try and see if this bakery could happen.

Thankfully, we have steadily grown a dedicated clientele who are happy to find unique seasonal baked goods made locally, without the usage of animal products. We are preparing to open a brick and mortar bakery cafe in downtown Batavia that will offer seating, and I hope to expand to one day offer catering and shipping of our products.

I have many customers who are vegan, or whose families have dairy or egg allergies and are overjoyed to find safe treats nearby. i would, however, estimate that most of my customers are not vegan, but they find out baked goods to be delicious.

I am proud of the quality of baked goods I offer- both in the ingredients used and also in my creative process. I am constantly experimenting and feel confident that with some practice, nearly any baked good can and will be veganized.

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

Getting started, I had to unlearn the notion that you need a background in business to be successful. While I’m sure that such a background can offer advantages and perhaps ease of process, I have been able to enter my business with a unique perspective, and to take certain chances in my decision-making process that I might not have otherwise.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

My business is community-driven. I strive to “see” my customers- to appreciate them for who they are, and to connect with them in an organic way, rather than viewing them in terms of “likes” or “numbers.” Even on the hardest days- when I may be in the kitchen at 3am after a late night prepping, or on my feet fof way too long, seeing my customers’ smiles keeps me dedicated and grateful for my career choice.

In addition to conversations at our shop or markets, social media is my most powerful way to keep in touch with our customers. I share my story- not just my successes but also my practice, my flops, sometimes my messiness. I also started a newsletter that I hope to build- I just have to figure out how to find the time to write!

The small-scale nature of my business certainly helps this be a possibility. As we grow and expand, it will surely become more challenging to connect with my customers in the same way. But I strive to foster this approach that values people, and to carry that through no matter how this business may evolve or expand in the future.

Contact Info:

• Website: www.newmoonvegan.net
• Instagram: www.instagram.com/newmoon.vegan
• Facebook: https://m.facebook.com/newmoonvegan