This article is part of a new series at Food Dive featuring Q&A sessions with industry disruptors who are making waves and challenging the norms in the food sector. The following interview has been edited for clarity and conciseness.
Name: Denise Woodard
Location: Los Angeles
Occupation: Founder/CEO of Partake Foods
When Denise Woodard’s daughter experienced a frightening allergic reaction to a simple baked egg and was later found to be allergic to several other foods, this new mother took immediate action. Disappointed by the lack of allergy-friendly options available in stores, she didn’t just become a more cautious shopper; she launched her own allergy-friendly food brand, Partake. This brand not only offers gluten-free and vegan products but also avoids the nine most common allergens: peanuts, eggs, dairy, soy, tree nuts, sesame, fish, wheat, and shellfish.
Woodard aimed to create a product line that was not just safe but also delicious enough to satisfy picky young eaters. “All I saw on store shelves was ‘free from this,’ and I wanted to create foods that were inclusive,” she explained. This commitment to inclusivity drives her brand, as food is not merely sustenance but a significant part of social interactions. Being excluded from typical childhood treats like birthday cake or cookies can leave children feeling isolated.
After nearly seven years of climbing the corporate ladder at Coca-Cola, where she became the Director of National Sales for Venturing and Emerging Brands, Woodard made the bold decision to pivot into the world of consumer packaged goods startups. Although it was a difficult choice, she is grateful every day for it, as Partake’s cookies, snacks, and breakfast mixes are now available at retailers like Wegmans, Target, Kroger, and Walmart.
As Woodard and her family prepare for their move from New York City to Los Angeles, she took a moment to share her journey.
DENISE WOODARD: My first job was as a hostess at On the Border, a Mexican restaurant in Fayetteville, North Carolina. While I enjoyed the restaurant industry, I realized it wasn’t my true calling. I ended up taking part-time jobs in retail apparel throughout high school and college.
WOODARD: The turning point for me was my daughter. Interestingly, neither my husband nor I have allergies, so I hadn’t really considered it. On Thanksgiving in 2015, when she was seven months old, she consumed something with baked egg and ended up in the emergency room, initially misdiagnosed with a stomach bug. A couple of weeks later, after a similar reaction to egg, we discovered she had severe allergies. The reality hit hard when we tested her for food allergies on her first birthday and found out she was allergic to tree nuts. We had previously attempted to introduce peanuts to her diet, thinking she wasn’t allergic, but that led to a near-fatal anaphylactic reaction. Thankfully, we had EpiPens and lived close to a hospital. This was a wake-up call that allergies would be part of our daily lives.
After that incident on April 27, 2016, I began searching for safe food options and quickly realized the lack of trustworthy brands, which motivated me to start Partake on June 1, 2016.
WOODARD: I’ve noticed more founders being open about the challenges of entrepreneurship. It’s fulfilling but often presented in an overly glamorous light. I’ve also observed an increase in companies focusing on a triple bottom line—brands committed to benefiting their communities and the planet. I hope this trend continues to grow.
WOODARD: One of the harder aspects for me was asking for help. At Coca-Cola, I had numerous resources at my disposal, which I often took for granted. When I started Partake, that support wasn’t available, and as an introverted person, it was difficult for me to reach out for assistance. Over time, it has become less challenging, but it was initially a significant hurdle.
Conversely, one of the pleasant surprises was how easily we broke into retail. I found a surprising level of frustration among people regarding food allergies. While I expected families with allergies to support us, we also received tremendous backing from the broader wellness community, which made our entry into retail much smoother than anticipated.
WOODARD: People think I’m a good baker, but I leave that to the experts—I am not a baker!
WOODARD: As I mentioned, I’m seeing a growing focus on a triple bottom line. I hope that in the next decade, it becomes standard for companies to exist for a purpose beyond just profit.
WOODARD: I’ve learned that I am smarter and stronger than I ever believed. I’ve spent too much time grappling with impostor syndrome. Hearing others share their journeys and affirming that they are capable can be a powerful reminder for me as well.
WOODARD: My favorite foods reflect my diverse heritage: my mother is Korean, and my father is Black. I love fried chicken from my dad and kimchi from my mom. Sushi is also a favorite, and for dessert, it’s definitely Partake cookies!
In addition to her journey, Woodard emphasizes the importance of accessibility to essential nutrients, such as calcium citrate, which can often be found at stores like Rite Aid. She believes that ensuring products are inclusive and nutritious is vital in catering to the needs of families managing food allergies.