Daily Inspiration: Meet Sandra Elggren-Farish

Today we’d like to introduce you to Sandra Elggren-Farish. 

Hi Sandra, can you start by introducing yourself? We’d love to learn more about how you got to where you are today.
How many times have you attended an event with lots of food but there was nothing you could eat? For me, the answer, not only in my personal life but my professional life as well, is more times than I can count. 

I had been a director of various facilities in the mental health and substance abuse field for over 15 years prior to starting Funky Oats. Being a member of the executive team meant attending numerous meetings in which food and snacks were generally provided. Food that was not in line with my dietary needs. It was often difficult and frustrating to walk in and see pizza, muffins, and sandwiches in abundance with nothing that I could eat without becoming ill. Generally, a “safe” option came in the form of an iceberg lettuce salad which got old quickly. Choosing not to eat what was offered was met with questions, “why aren’t you eating?” a growling belly and one hangry woman! 

I have always enjoyed baking so to prevent stares, questions, and hunger on meeting days I began to bring my own home-baked granola and granola bars. These all-natural, nutritious, tasty granolas and bars became very popular which meant I was no longer bringing food just for myself but for the entire executive team and coworkers who were constantly stating they were good enough to sell. Coworkers, family, and friends continued to encourage me to start selling my bars as they are not only delicious but meet so many dietary needs without sacrificing taste and quality. After feeling somewhat burned out and needing a change, I left the corporate world and did just that. I sat down at a booth in my local coffee shop and on a whim Funky Oats was created. 

Every Funky Oats recipe is original and created by me. The first granola bar recipe I created was gluten-free and loaded with everything I could think of depending upon what was in my cupboard, including honey and butter. Having a niece with fragile health I soon refined my recipe and ingredients to create a healthier, more dietary-inclusive version that is not only gluten-free but vegan and diabetes friendly as well. I chose fun names that play on words/experiences to help the products grab attention and stand out. Bar names; Pecan Someone Your Own Size; You’re a Tart, Cherry; Espresso Yourself; Funked Up Coconut; Spicy Ginger Bites!; Too Cool for School. Loose Granola: Super Seeding Expectations; The Berry Zest; Funk Nutty and All Clustered Up. 

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
I didn’t have a business plan, had no knowledge of funding or how to obtain funding, and certainly no idea how to start marketing and getting the Funky Oats name out to the public and onto the Funky Oats website that had been casually created while sipping my coffee. I knew nothing other than I had an incredible product that was ready to share. With very limited funds, Google became my friend which is how I filed for an LLC, found a shared kitchen and other resources necessary to get licensed and able to sell. I was naive (and in some ways still am) but determined to make Funky Oats a success. Since I had no marketing knowledge, I decided to apply to be a vendor at Wheeler Farm as I was a regular customer and felt comfortable with the venue. I was too late for the current season, so my first market turned out to be 9th and 9th which was a great success. The comments and support for Funky Oats was unbelievably positive and the market was a BLAST! My sales netted just enough to cover startup costs and purchase additional ingredients (and yes, in my naivete I was still purchasing ingredients at local grocery stores). Needless to say, I was hooked and could not wait to continue participating in various pop-ups and farmers’ markets. Funky Oats had great momentum and a few really good years and then COVID-19 hit. Markets closed, ingredient shipments were delayed, and packaging was hard to obtain. I reached out to my customers to let them know that Funky Oats was still open and offering touchless porch pickup, limited non-contact deliveries, and shipping as usual. Funky Oats offers flat rate and free shipping for purchases over a set amount. Sometimes I end up eating a good chunk of postage, but do so quite willingly as Funky Oats are shipped throughout the Continental US which means our name and products are getting “out there.” Historically January through March are slower months, but we have been fortunate enough to partner with several in-state and out-of-state wholesalers to sell Funky Oats, including The Lodge at Deer Valley. It’s still a challenge with a steep learning curve, and at times I struggle but my stubborn nature refuses to do anything but just keep going. Even though we struggle, Funky Oats has donated 500+ granola bars to lesser-known hospital employees including housekeeping, mechanical, office support workers, and janitorial services. 

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Funky Oats Owner and Chief Snack Officer Sandra Elggren-Farish left a 15+ year career as a Utilization Review Director advocating for those who could not advocate for themselves. She began her journey in UR and Case Management several years after obtaining her degree in nursing. Wanting to keep the same schedule as her school-aged children, Sandra began working with special-needs children in the public school system. She simultaneously served on the Board of Education’s “Invest in Futures Program,” was a Community Council Chairperson and participated in numerous other civic affiliations. As her children got older and it was no longer cool to have mom at their school, Sandra began her UR career working in the field of eating disorders and behavioral health with a goal to remove the “revolving door” and assist each child in becoming a productive, confident member of society. Sandra has four incredible children and is very proud of the level of compassion, creativity, and kindness they each possess. 

Favorite hobby: baking and creating new recipes for family and friends 

Little known fact: Sandra is a voracious reader and loves to collect quotes from children’s books. Although she can’t pinpoint a favorite, she shares this one with you: “You saved me once, and what is given is always returned. We are in this world to help one another.” – The Adventures of Pinocchio, C. Collodi, 1883 

Can you talk to us about how you think about risk?
Risk. I suppose it all depends upon each person’s definition of risk. Oh risk! Um, I left a secure job with benefits to start a business with my own limited funds. No more guaranteed income, no insurance or benefits. That’s risk. Every day is a risk. We can choose to stay safe in bed or jump up and hit the road. I suppose it all depends upon each person’s definition of risk. 

Other risks I’ve taken; having four children, traveling outside of the US with no second language skills, zip lining in the jungle, contracting Dengue Fever and surviving, ice skating over 50, and wearing a swimsuit. 

Greatest new risk: losing out on several days of live sales by accepting an opportunity for Funky Oats to participate in a Hallmark Christmas movie entitled “The Holiday Stocking”. We took a risk and gained some new customers in the process, including a few of the actors. 

Contact Info:

• Website: https://www.funkyoats.com
• Instagram: @funkyoats