Magazine article Sunset

Passion Play

Magazine article Sunset

Passion Play

Article excerpt

BEST WESTERNER

Every year, your holiday cookies are the talk of the block. Or your sister-in-law asks you, for the 14th time, "This loganberry jam is amazing-why aren't you selling it at the farmers' market?" Or you open a $20 box of peanut brittle and think, "Heck, mine's way better than this!" And so a new business is bom. Artisanal food ventures aren't, of course, immune to the usual risks that start-ups face, which is where Susie Wyshak comes in. Her recent book, Good Food Great Business (Chronicle Books; $19), guides the would-be entrepreneur through the minefields of branding, packaging, promotion, and more. We grilled the Oakland-based consultant-formerly a scout at Foodzie, aka the edibles Etsy-on the ups and downs of living the dream.

Who is going to eat all the jam that's already out there? I think about that a lot too! Especially with the DIY movement and people learning to make jam themselves. I actually wondered, as I saw more and more people bringing jam to market, "Are they going to be able to sell that? …

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