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February 2002
Delicious Choices
By Sefika Sayood

 


Sefika Sayood is the founder of Delicious Choices, a Lincoln, Nebraska-based company that creates magnificent vegan cheesecakes that can be ordered online and received via overnight express mail. She sent the Satya staff a sampler with six flavors ($28) and we were unanimously blown away. Here, Sefika tells the story of how she got started and where she’s going.

In establishing Delicious Choices, I wanted to do something I enjoy and, at the same time, something I had not done before. By training, I am a chemist with a doctorate degree in Clinical Chemistry. In my previous incarnation I worked as a research scientist and as a medical lab director. I like my profession very much (if I were a multimillionaire, I probably would have a clinical lab with all the flexibility that comes with having multi-millions), but, for a number of reasons, I was not satisfied with what I was doing, so in the fall of 2000 I decided to pursue other things. I love baking so I figured that is what I would do. I experimented with a number of desserts and finally decided to concentrate on cheesecakes. I live in Lincoln, Nebraska, and I thought I would have a market for non-dairy cheesecakes among the lactose intolerant population.

Lactose intolerance—an allergy to the sugars in dairy—is more common than we tend to think and in some specific populations the percentage is even higher. Lactose intolerance is due to an enzyme deficiency, however, it is not quite clear what percent is from a congenital milk allergy, or how much intolerance develops later in life. At any rate, if a person is lactose intolerant she/he tends to prefer to stay away from milk totally. Another very annoying food allergy is to egg proteins. Without these two ingredients, baking something tasty can be quite a challenge; one has to know why any given ingredient is being used in the recipe and also the timing. That is why I thought the lactose intolerant population would be interested in my cakes.

During my first four months, I averaged two sales a month. I think I would have given up if it had not been for Pat Parmele, who is the food service director at Union College. Theirs is the only vegetarian kitchen in Lincoln. I actually took one of my cakes to her just for the fun of it. She was very impressed when she tasted it. She told me I had a good product (though there was room for improvement) and that I should not quit. Pat encouraged me to keep making these cakes and offered to let me use her kitchen in exchange for my services—I bake vegan cakes for the students (Health Department regulations require one to cook in a certified commercial kitchen). Pat is one of those people who would not say things for the sake of politeness or just to make you feel good, which is why she became my mentor. Knowing that she would let me know if she did not think I was doing the right thing is the greatest support I can ever hope for from someone. Then I decided to try the Internet.

I don’t know how long I would have lasted online were it not for Erik Marcus, the author of Vegan: The New Ethics of Eating. Without knowing him at all, I wrote to him asking for advice. I mentioned my cakes, told him that they had no animal products etc., and to my surprise he responded. In the first days I must have badgered him every day with questions, and he always took the time to help me. He gave me advice about the cheesecakes and suggested books for me to read. Throughout all of our correspondences, he has always been very honest, most gracious and ethical. So, as with Pat, I felt I could trust his criticisms and comments with no reservations.

I am not a vegan and my vegetarianism has not been ideological; it is just that I cannot stand the idea of eating meat and I don’t like the idea of eating eggs either. Because of this I had little to no knowledge about vegan ethics. Erik told me about books to read and I am slowly becoming less ignorant. Basically, Pat provided an environment for me to optimize the cakes and Erik provided education and help with the Internet.

The people who purchased my cakes were very welcoming and gave incredible support and invaluable suggestions, from the packaging to the flavors they wished to have. When they realized I was taking every one of them very seriously and making the necessary changes, they were even more encouraging. Gradually I am building a very nice, very supportive, customer group. Overall I would not be exaggerating when I say I have never seen a more accepting and kind group of people.

Starting a business was/is very hard in Lincoln, and the product I have makes it even harder. As soon as they hear “non-dairy cheesecake,” people assume I am making something horrible and inedible. The impression I get is that “vegan” or “non-dairy” turns them off. But I keep trying. Since I came here as a foreign student I am used to the requirement of being good in what you are doing. After all, foreign students come here because they want so badly to succeed. While they know the difficulties of being in a foreign land, they also appreciate the fact that this is a privileged opportunity. Having said all this, life outside the university and my accustomed work place is much harder, although I cannot tell how much of it is due to my location, gender or being an outsider. The easiest part is being a one-woman operation. It is almost like having your personal lab. When I make a mistake, rather than getting frantic I just eat my mistakes or feed them to very willing friends.

Still, after more than a year, every time I send a cake I get just as nervous, and every time I get nice, kind comments, I am as relieved and happy as anything. I know I have millions of things I need to learn and hurdles to get over before I can stand on my own feet as a business. But this is a happy job: it is the fun of chemistry without the grief.

To learn more about Delicious Choices, to see lists of ingredients, and to order vegan cheesecakes go to deliciouschoices.com. Prices range from $24.50 to $29.75; plus shipping.

 


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