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This SHEeo Created The Vegan Dessert Company We Didn't Know We Needed
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.
This article is sponsored by Hulu.
UnPrisonedhas returned for its highly anticipated second season, delving deeper into the complex dynamics of the Alexander family.
The series premiere comes a year after its debut season garnered rave reviews from fans and critics and earned record-breaking ratings for Hulu's Onyx Collective brand. UnPrisoned's success can be attributed to its raw, relatable themes and comedic appeal.
Inspired by creator Tracy McMillan's life, the show follows Paige (Kerry Washington), a therapist and single mother whose life takes an unexpected turn when her father, Edwin (Delroy Lindo) --who was released from prison-- moves in with her and her teenage son, Finn (Faly Rakotohavana).
Throughout UnPrisoned's first season, viewers witnessed how Edwin's incarceration deeply affected Paige's life and relationships. In the series, Paige unpacks her trauma through interactions with her inner child and her online followers. Meanwhile, Edwin is overcoming specific struggles with his own past that led to his life of crime, including a dysfunctional upbringing and his mother's arrest. As the Alexanders attempt to reconcile, new challenges arise.
This new season promises to further explore their unconventional family dynamic. Here are several compelling reasons why season two of UnPrisoned should be on everyone's watchlist.
The Alexander Family Life Is Still In Shambles
UnPrisoned's second season resumes where the series left off, with Paige grappling with the fallout from her troubled therapy practice and Edwin navigating life independently after moving out. Meanwhile, Finn faces his own challenges. The teenager is battling anxiety and seeking information about his father—a topic Paige avoids discussing.
The Alexander Family Are Attending Therapy To Resolve Their Underlying Issues
Amid the chaos in their lives, the Alexander family decides to mend their bond by confronting their past traumas. They seek professional help and attend therapy sessions with a “family radical healing coach,” played by John Stamos, a new cast member. This collective effort aims to unravel the complexities of their shared history and strengthen their relationships.
The process of unraveling each character's internal conflicts and their potential impact on future relationships may clash with Paige's textbook therapy approach. While Paige is used to being in the therapist's seat in both career and family, this forces her into the unfamiliar role of a patient during therapy sessions. This shift would compel her to look in the mirror and try a radically different approach.
The Alexander Family Learned A Big Lesson During A Therapy Session
In therapy, the Alexanders are tasked with addressing their individual traumas to salvage their remaining relationships. One of the family therapist’s eccentric suggestions was an exercise involving a family wrestling match. During this session, Paige faces tough questions about her refusal to share information about Finn's father.
While it's unclear whether this scene is reality or fantasy, the image of the family duking it out in the ring certainly makes for hilarious yet compelling television.
Paige Tries Dating Again Following Failed Relationships
Amid her life's chaos, Paige decides to step back into the dating field. However, her many attempts have left her with mixed results. The dating apps have turned out to be a fail, and an outing with her ex Mal (Marque Richardson), who is also her father's parole officer, doesn’t go quite as expected after he brings an unexpected guest – his new girlfriend.
The situation takes an awkward turn when Mal's new partner learns why the former couple split, partly due to Paige's self-sabotage.
UnPrisoned Is A Perfect Balance Of Comedy And Drama
As a dramedy, UnPrisoned takes a comedic approach to its heavy subjects. The show takes us on a ride with Paige's dating misadventures and navigating a friendship with her ex.
Other lighthearted moments include Edwin's attempts at CPR based on online videos and, of course, the antics of the Alexander family's unconventional new healing coach.
The second season of UnPrisoned is now available on Hulu.
UnPrisoned | Season 2 Trailer | Hulu
Feature image courtesy
Tubi has been gaining popularity due to its free sign-up and a vast selection of series and films. According to Deadline, the FAST (free ad-streaming television) service has seen a 14.7% growth from May and now has similar numbers to Disney+. So while many people have joked about Tubi having low-budget movies, the numbers don't lie.
In fact, I was one of those people who didn't get the appeal of Tubi, but the more I watched it, the more I enjoyed the content. They have some of our favorite TV series, such as Scandal and Star, as well as big films like the Fast and Furious franchise and cult classic Love & Basketball.
Tubi even has its own original movies and series that are just as entertaining. But while Tubi is on the come up, some of the low-budget movies and hood movies are still a must-watch. From Tubi originals to the hood movies, we've put together a list of shows and movies to add to your watchlist.
Cinnamon
Cinnamon is an original Tubi movie that stars Hailey Kilgore (Juke from Power Book III: Raising Kanan), Damon Wayans, and Pam Grier. It's a love story gone awry after a robbery turns deadly, and a young couple faces many challenges to make it out alive.
The Dirty D
The Dirty D is one of the first things I watched on Tubi, as many people highly recommended it. It's a series set in a Detroit club, and it has all the drama you can think of. Murder, drug dealing, cheating, greed, and more.
Black Men Don't Cheat
In this film, a young woman grapples with the death of her husband while also discovering his secret life, which puts her in danger.
Mother May I
This movie fully captivates the overbearing mother. However, the ending will shock you as she goes a little too far.
The Stepdaughter
When a young girl moves in with her dad and his new wife, a series of unfortunate events occurs. This Tubi original will keep your attention with every turn.
These Men For Everybody
These Men For Everybody is a film that highlights the tangled web of friendships and relationships and how you can't trust anybody.
Best Friend
What happens when your best friend is obsessed with you? This movie, which stars Serayah and Marques Houston, answers this very question and takes us on a ride in the process.
What's Done After Dark
What's Done After Dark shows us that everything isn't always what it seems. The twist at the end is a real doozy.
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