We were lucky to catch up with Sheri Geoffreys recently and have shared our conversation below.
Sheri, looking forward to hearing all of your stories today. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?
In November 2022, we finally launched a high-quality product directly to consumers online. Faced with the challenge of not securing additional investor funding for our market entry, we took matters into our own hands. We wore many hats, learning how to build our website, manage logistics, run ads, and handle email marketing. We began by selling to friends and family, eagerly awaiting our first sale from a real customer.
Something magical happened in April and August of 2023. We found our audience online, and our sales quickly scaled. In April, we were interviewed on Chelsea Blackbird’s podcast, The Christian Health Club, and in August, we listed our business on PublicSquare marketplace. Sales from complete strangers began to soar! These platforms cater to a conservative Christian community that values family, faith, and freedom. We’ve found our audience and haven’t looked back since.
The reason it took me so long to complete this interview is because of our rapid growth and the many roles we’re juggling to run this business. It’s an incredibly exciting time for us!
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
1. Can you provide a brief background about yourself and how you started your company?
Sheri: I founded Yonder in November 2017. Inspired by my health journey from overcoming cancer, diagnosed with Hodgkin’s Lymphoma in 1999, while pregnant becoming a new mom. My brother had previously passed away from the same cancer, and my diagnosis made me determined to change my diet and lifestyle to improve my health. I discovered the benefits of bone broth and set out to create nutrient-dense collagen products. It was a long hard journey to get our products into the market. In 2022, we launched clean collagen peptides sources from 100% pasture raised healthy cows that are grass-fed and finished directly to consumers online. Faced with the challenge of not securing additional investor funding for our market entry, we took matters into our own hands. We wore many hats, learning how to build our website, manage logistics, run ads, and handle email marketing.
Gina: Sheri and I have been friends since middle school. I reconnected with her later in life, having always been interested in fitness and nutrition due to losing my father to a heart attack at a young age. When Sheri and I started talking about nutrition and the benefits of collagen, we realized we shared a passion for creating high-quality, clean collagen products I stood by her side right when she started working on Yonder in November in 2017 and invested seed money at that time. I then joined Sheri in 2022 to help pivot Yonder’s strategy and bring our shared vision to a like-minded audience online direct to consumer as we needed to pivot since additional funding was unsuccessful.
2. What were some of the significant challenges you faced when starting your company, and how did you overcome them?
Sheri: One of the biggest challenges was getting enough of the initial funding and resources to create the brand, product, and infrastructure to bring into the market on shelf. We had to secure pre-seed money, run a successful Indiegogo campaign, and build a team of experts. Finding the right packaging, sourcing ingredients, and selecting a trademarkable name were all hurdles we had to overcome. We learned it was a numbers game with investors and that persistence kept going. We prepared a thorough business plan, executive summary, and pitch deck, which made a significant difference in our own clarity. But ultimately we did not succeed with the additional funding needed and had to pivot to only direct to consumer online with our core product, clean collagen peptides sources from 100% pasture raised healthy cows that are grass-fed and finished.
Gina: Additionally, navigating the complexities of running an online business was challenging. We had to learn about website design, analytics, accounting, forecasting, and marketing. As the CEO, Sheri sought online courses and coaching to help her understand the nuances of e-commerce, which turned things around for us. I focus on customer support and contributing our like-minded health knowledge, nurturing our health expert influencers and being the face of the brand with Sheri.
3. Can you share a story that illustrates how your work is making a broader impact?
Sheri: Our involvement with PublicSquare has significantly broadened our impact. We’re part of a movement to restore American businesses with strong family values grounded in faith. We’ve received countless emails from customers thanking us for our quality products and for standing up for American values. This has been incredibly rewarding and has shown us that we are not just selling products, but also being part of a larger community that resonates with our mission.
Gina: We’ve seen a tangible shift in our customer base since getting involved with PublicSquare. We’re reaching our ideal customers more quickly and efficiently, which has been transformative for our business. The positive feedback from our community reinforces our commitment to quality and integrity.
4. What problem do you solve for your customers?
At Yonder, we solve several problems for our customers by providing high-quality, nutrient-dense Collagen products that support overall health and wellness. Here are the key problems we address:
a. Nutritional Gaps: Many people struggle to get the necessary nutrients from their daily diet. Our Collagen products are rich in protein, collagen, and essential amino acids, helping to fill those nutritional gaps.
b. Convenience: Traditional bone broth can be time-consuming and inconvenient to prepare and consume regularly. Our collagen products, offer a convenient and tasty way for people to enjoy the benefits of bone broth without the hassle of making it themselves.
c. Quality and Trust: The market is flooded with collagen products that compromise on quality and may contain harmful ingredients. We ensure our products are made from 100% pasture raised healthy cows that are Grass-Fed and Finished without antibiotics or hormones, providing clean, safe, and effective nutrition. Each stage of production is rigorously tested for purity, potency, and cleanliness in a FDA & cGMP certified facility that is 3d party audited for U.S. standards, compliance, and quality control. We are a brand the American people can trust.
d. Health Benefits: Our products support various aspects of health, including immune system function, joint health, skin, hair, and nail strength, muscle mass, and gut health. By offering high-quality collagen products, we help our customers improve their overall well-being.
e. We have an extensive recipe and wellness blog offering our customers ongoing support with their lifestyle. Many of our recipes and blogs are collaborated with a list of health experts who endorse our brand from naturopathic doctors, expert nutritionists, dietitians and fitness experts.
f. Transparency and Sustainability: We prioritize transparency in our sourcing and production processes and use manufacturers that align with our values we hold high in nutrition and family who also support organic farming and sustainable practices. This commitment to sustainability and ethical production practices addresses the growing consumer demand for environmentally responsible products.
g. Taste & Results: Taste is a key differentiator for our products. Our flavorless collagen is truly tasteless and dissolves seamlessly into any beverage, unlike other brands that clump or have an unpleasant odor. Our Chocolate and Creamy Vanilla collagens are also exceptional in taste, significantly surpassing the competition’s flavored options. We encourage newcomers to read the numerous testimonials we receive on all three of our collagens, which highlight both the great taste and the results. We’re confident you’ll love our products, and we guarantee your satisfaction.
Just have a read at just some of the many reviews on our website:
5 Star Review Testimonials
Pam (7/21/24)
Love Yonder
“I’m 66 years old and my skin, hair, and nails are reaping the benefits of Yonder Collagen! My nails and hair are growing strong and fast, and my skin seems to have a certain ‘glow’ to it. My favorite is the chocolate collagen, Delicious! I add it to my morning coffee. I highly recommend Yonder collagen!”
Debra F. (7/21/24)
Creamy Vanilla
“Smells so good and has a creamy vanilla rich taste that I love to have as a treat! I use Yonder’s Flavorless collagen consistently on most days and treat myself to the decadent Creamy Vanilla when I want a treat.”
Lo H. (7/17/24)
I’ll Never Break-Up with Yonder
“This is the best collagen I’ve put in my body! My body misses it if I don’t take it consistently. Yonder customer service is the best! They helped me with a challenge getting my package delivered to my remote beach home. They are so helpful and understanding!”
Kraig S. (7/16/24)
So Delicious!
“This coffee is SO GOOD, very smooth! It goes so fast in our home! 😊”
Victoria R. (6/18/24)
Flavorless Collagen
“This is the best collagen; it’s clean and flavorless. I find my hair is healthier, my joints can handle daily walks, and my nails are strong. Thank you, Yonder!”
Mary G. (6/18/24)
Excellent!
“My hair is thicker, and my nails are stronger since I have been using Yonder Collagen! It dissolves quickly, I am very pleased with this product!”
Sharon L. (6/17/24)
The Best Collagen Peptides!
“I am gluten intolerant, and I’ve tried other collagen brands that left a bad taste, clumped, or had an aftertaste that I didn’t enjoy taking. I found Yonder on PublicSquare, and it is a Godsend! I can tolerate larger doses for gut healing because Yonder Flavorless Collagen blends well with just about everything and their flavorless collagen doesn’t flavor my food. Knowing they are grass-fed means the animals are healthier, we thank God for his gifts and thank you Sheri and Gina.❤️”
Vanessa C. (6/10/24)
Absolutely Amazing
“I switched to Yonder from the leading brand and have never looked back! It dissolves completely and is literally so flavorless that I have mixed it into my daughter’s water (she has a condition where she requires protein) without her being able to tell at all. I’ve also put it in pancakes and lemonade. We love it!”
Kevin M. (6/6/24)
Great Product
“I’m 47 and 8 weeks ago I fractured 12 bones in a fall. Three weeks into the recovery, I started taking this product. Just had my final follow-up with orthopedics and they were very surprised how well and fast I healed. I want to give credit to this great product along with eating healthy to my excellent recovery. I will be a continuous customer from here on out. Thanks, Yonder.”
Marie R. (6/4/24)
Get It!
“I’ve tried many different brands, but this one will be on repeat! I bought the flavorless because I enjoy it in my coffee and other drinks. It dissolves immediately upon entering any liquid. My skin is clearer, and my minor pains have diminished even more with time. Quick delivery and amazing customer service from this company. Go Yonder! It’s the best!”
Susan (5/30/24)
Love the Collagen :-)
“I use a big scoop in my coffee every morning, and I have completely cut out sugar and creamer. Thank you!”
By addressing these issues, we provide our customers with a trustworthy, convenient, and effective way to enhance their health and wellness through high-quality nutrition.
5. What are the most interesting or exciting projects you are working on now that you are most proud of that you want potential customers to know?
Sheri: We’re currently focused on working with PublicSquare to support American-owned businesses and learning how to forecast properly with our manufacturing to understand our company metrics. This knowledge helps us apply consistent practices for reliable revenue and growth. Personally, I’m also excited about stepping more into my role as CEO and continuing to push myself and the company forward. We want our customers, followers and potential customers to know our commitment to our values and how much we care about building a solid company they can trust and count on.
Gina: We’re also working on expanding our product line while maintaining our high standards of quality. This includes putting more emphasis on our amazing Faith Farms coffee products with our star being our Faith Farms Mushroom Coffee with beneficial amounts of Lion’s Mane & Chaga Mushrooms as we continue to grow our customer base for collagen. Balancing these two product lines effectively is a key focus for us moving forward. Our faith is grounded in our brand and we love to share that with our followers.
5. What are the key traits that have been instrumental to your success?
Sheri:
Tenacity: Refusing to give up despite numerous setbacks. The early years were particularly tough, but my determination and the support from Gina kept me going.
Student Mentality: Constantly seeking knowledge and learning about every aspect of the business has been crucial. This commitment to learning has helped me adapt and grow as a leader.
Organizational Skills: Coordinating and managing various elements of the business, from sourcing to logistics to marketing, requires a strong organizational mindset. This has been essential in steering the company through its formative years and managing growth.
6. How would you define “wellness” and why should it be a priority in our lives?
Gina: Wellness is an ongoing journey toward physical, mental, and emotional well-being. It involves actively choosing good habits, such as healthy eating, staying active, and building strong social connections. When you feel better, you perform better in all aspects of life. Prioritizing wellness is crucial because it allows you to give your best effort in whatever you do. Sheri and I prioritize our health by maintaining consistent routines and making necessary adjustments when we fall off track.
7. What are some initiatives companies can take to improve employee wellness?
Sheri & Gina:
Incentivize your team members to exercise during breaks.
Work with an adjustable desk station to encourage standing.
Consume healthier snacks and beverages throughout their day.
We remind our team members to get outdoors for breaks to get fresh air and sunshine.
8. What are the “5 Things You Need To Create A Highly Successful Career In The Health and Wellness Industry”?
Sheri & Gina:
1. Commitment: Be prepared for the time and effort required. Set goals and stay focused.
2. Persistency: Approach challenges with determination and don’t let negativity derail you.
3. Balance: Maintain a work-life balance to ensure overall well-being.
4. Brand Awareness & Community: Build a strong brand identity and create a community for your customers.
5. Sustainable Growth: Ensure your systems are scalable and focus on your flagship product before branching out.
9. If you could start a movement to promote wellness, what would it be?
Gina: I would advocate for stricter regulations on the ingredients and chemicals allowed in packaged foods, drinks, and cosmetics. Our nation’s health is declining due to the prevalence of harmful substances in our everyday products. By focusing on this issue, we could significantly improve public health and well-being.
10. Who has inspired you in business?
Sheri: Michael Seifert, CEO & Founder of PublicSquare, and Craig Lemieux, CEO of Gehl foods. Their values align closely with mine. Craig was a mentor early on in January 2018 and I hope one day he can be involved with our company in one way or another.
What’s a lesson you had to unlearn and what’s the backstory?
Sheri: I had to unlearn my self-doubt about being a CEO and master various aspects of business operations, including forecasting, complex e-commerce accounting, running Facebook ads, and managing our email campaigns. Stepping into this role has been a significant growth journey. It proves that we can learn and evolve at any age. Both Gina and I are in our fifties now, and our story of tenacity deeply resonates with our core customers, who are women aged 30-65+. They find inspiration in seeing us succeed and maintain youthful vitality through our products and lifestyle, giving them hope from real people.
Gina: My primary focus was on raising my boys and being a dedicated wife and caretaker for our extended family. Co-founding Yonder and developing our brand story has challenged me to step out of my comfort zone, overcome insecurities, and learn new professional skills. Overcoming my mindset challenges was difficult, but I have made tremendous progress and grown immensely.
We’d love to hear about how you met your business partner.
Sheri: Gina and I have been friends since middle school, I introduced her to her future husband in high school when we both worked at Golds Gym, who she’s been married to for 33 years. After attending college classes, I started a corporate career but later shifted to being a corporate photographer following a major health crisis. Gina, meanwhile, was a stay-at-home mom, running a home business and volunteering at her children’s school.
We reconnected later in life and discovered a shared passion in our Christian faith and for health and wellness, particularly collagen. Both of us had faced significant health challenges: I was diagnosed with Hodgkin’s Lymphoma Cancer at 30, shortly after giving birth to my son, and Gina lost her father to a heart attack at 33 and dealt with recurring gut issues from a bladder disease which she was prescribed chronically antibiotics which destroyed her gut. Our personal faith and health journeys led us to appreciate the benefits of high-quality collagen and join forces knowing God was our partner.
Our conversations about health and nutrition was fun and aligned with Yonder’s mission. We realized that many collagen products on the market were compromising on quality, and we wanted to create a brand that prioritized efficacy and integrity. This shared vision, combined with our deep friendship, faith and complementary skills, led us to build Yonder and develop a brand that resonated with our values and the needs of our customers.
Contact Info:
- Website: https://yonderfood.com
- Instagram: https://www.instagram.com/yonderfood/
- Facebook: https://www.facebook.com/yonderfood
- Linkedin: https://www.linkedin.com/company/11746080
- Youtube: https://www.youtube.com/channel/UCszo1kCQFWwLLXaktPLnA_A
Image Credits
I am the professional photographer, Sheri Geoffreys no need to credit me.