Quantcast
This SHEeo Created The Vegan Dessert Company We Didn't Know We Needed

This SHEeo Created The Vegan Dessert Company We Didn't Know We Needed

Dymetra Pernell saw a void in the vegan market and decided to fill it.

Meet The SHEeo

With the rise of more and more black women breaking away from traditional 9-5s to become their own bosses, the CEO is getting a revamp as the SHEeo. CEOs are forging their own paths, blazing their own trails, and turning their passion into a profit. Curious to know how she does it? In the Meet The SHEeo series, we talk to melanated mavens leveling up and glowing up, all while redefining what it means to be a boss.

As a vegan, Dymetra Pernell was tired of not being able to find quality desserts that looked and tasted like what her grandma used to make, so she got to work on creating an ice cream that was both dairy-free and delicious.

She nailed the recipe on the first try, which sparked the name for her company First Batch Artisan Foods, a vegan ice cream and pastry company focused on introducing better choices without sacrificing quality or taste. The homemade desserts and hand-packed ice cream have resonated with vegans and non-vegans alike, selling over 3,000 pints in the first three months of its launch in 2018. In 2019, First Batch earned the Critic's Choice for "Best Ice Cream" by Creative Loafing, and continues to be a hit at local food festivals throughout the Atlanta region.

In this week's feature, meet Dymetra Pernell, ND of First Batch Artisan Foods.

The Stats

Courtesy of Dymetra Pernell

Name: Dymetra Pernell, ND

Brand: First Batch Artisan Foods, LLC

Location: Atlanta, GA

Year Founded: 2018

# of Employees: 3

30-Second Pitch: "We are a dairy ice cream and pastry company that focuses on introducing better choices without sacrificing quality or taste. Our homemade desserts and hand-packed ice cream can be enjoyed without consequence by the 50,000,000+ Americans who suffer from lactose intolerance."

The Details

What inspired you to start your brand?

As a vegan, I was tired of not being able to find quality desserts that looked and tasted like what grandma used to make, so I decided to create them myself.

What was your a-ha moment that brought your idea into reality?

I met a friend for lunch and brought her some of my ice cream to sample. The restaurant staff happened to see it and asked to try it. When they all started dancing, I knew I had something special that resonated with both vegans and non-vegans alike.

Who is your ideal customer?

Anyone who is looking to make better choices regarding their heart health (our treats are absent of cholesterol, a major contributing factor in strokes, heart attacks, and type 2 diabetes), individuals who suffer from lactose intolerance, and the vegan population.

What makes your business different?

We are the only exclusively vegan ice cream and pastry shop in all of Atlanta. We've been able to start and grow our business on sales alone. We started in the black and remain in the black. Finally, we were voted Best Ice Cream (Critic's Choice) by Creative Loafing 2019; in other words, we beat out all local competitors in the dairy ice cream category.

What obstacles did you have to overcome while launching and growing your brand? How were you able to overcome them?

Finding work/life balance in the constant ever-increasing grind that comes with launching and growing a brand with a one-woman team. I'm still working through them, but for starters, I have set a start and stop time for work; I leave the kitchen each day at my scheduled time and I find that I'm much less stressed.

What was the defining moment in your entrepreneurial journey?

I first began selling my pints out of a small gym called E.F.F.E.C.T. FITNESS every Saturday. After three months, I'd sold over 3,000 pints to non-vegans; that's when I knew I had something special.

Where do you see your company in 5-10 years? 

To have my products in stores and homes all across the U.S. and expanding into Canada and beyond.

Where have you seen the biggest return on investment? 

My biggest ROI has been word of mouth, vending at places like The Village Market ATL, the Atlanta Ice Cream Festival, and VegFest, and promoting through social media.

Do you have a mentor?  If so, who?

Yes, Dr. Michael Imani, PhD, ND.

Biggest lesson you’ve learned in business?

KNOW YOUR NUMBERS, or you risk losing it all, or risk running an insolvent business.

Anything else you would like for people to know, or take away from your entrepreneurial story?

On the surface, running your own business sounds sexy, fun, and exciting, but you'd better love what you do because the mental, physical, emotional, and financial toll can be overwhelming. And last but not least, stepping out on faith SHOULD include having a financial safety net. Faith is a beautiful thing, but it won't pay ONE bill.

For more First Batch Artisan, follow them on social media @firstbatchaf.

Here’s What’s Streaming On Netflix And HBO Max In July

There’s nothing like finding a good TV series or movie to watch on your favorite streaming services. The summer is the perfect time to explore what’s new and exciting or revisit an oldie but goodie. Both Netflix and HBO Max have some exciting and new releases for July. From HBO Max’s Rap Sh*t, which is presented by Issa Rae to the season three premiere of Ludacris’ Netflix animated series Karma’s World, there are plenty of options to choose from. So get your streaming on below.

Keep reading...Show less
The daily empowerment fix you need.
Make things inbox official.
How To Focus Less On Who You Attract In Dating & More On Who You Entertain

The law of attraction is tricky. A few years ago, I felt something was deeply wrong with me because I kept attracting people who hurt me. No matter how hard I tried to fix myself, and alter my energy, the same type of people kept coming my way. I'd talk to my friends about it and ask them, "Why do I keep attracting this type of person? Why do I keep having the same experiences?"

Keep reading...Show less
Kelis On The Importance Of Having Black Women On Her Team

As a Black woman, Kelis knows how important it is to work with other Black women, help each other and give each other opportunities. The “Milkshake” singer has always been a voice for female empowerment with her popular female anthems like “Caught Out There” and “Bossy” and in a chat during Refinery 29’s Unbothered Presents The Glow Up festival, Kelis opened up about the Black women behind her legendary career and how Black women should create safe spaces for ourselves.

Keep reading...Show less
Your July 2022 Horoscopes Are All About Happiness, Release & Divinity

July is the month to focus on allowing yourself to receive. There are beautiful opportunities for blessings this month when you can get out of your own way, and release self-doubt. With Cancer Season here, emotions are flowing, love is showing up, and home is wherever your happiness is. The power of attraction is strong this month as Pallas enters Gemini on July 4 as well, and deep insights are prevailing. July is the time to gain the clarity and answers you have been looking for, and decide where to move forward from there.

Keep reading...Show less
A Black man, R. Kelly, stands in a court room, wearing an orange jumpsuit with his hands handcuffed behind his back, accompanied by a police officer in a green uniform, bulletproof vest and gun.

*Editors note: this article contains information about sexual assault, child pornography and rape. Please read with care. If you have experienced sexual violence and are in need of crisis support, please call the RAINN Sexual Assault Hotline at 1-800-656-HOPE (4673). If you are thinking about suicide, please call the National Suicide Prevention Lifeline at 1-800-273-TALK (8255) or the Suicide Crisis Line at 1-800-784-2433.

Keep reading...Show less
Exclusive Interviews
A Black woman looks into the camera and gives a closed-mouth smile. She's wearing a black turtleneck

Miss Diddy Kicks Off BET Awards Weekend With 'A Toast To Black Hollywood'

Her annual event to celebrate the culture has a new name and more intention than ever before

Latest Posts