Baking up a healthy business, one treat at a time

Jennifer Much

Contributor

July 15, 2024

FREEDOM – When Michele Hepfler started No BS (Bad Stuff) Bakery earlier this year, she said she knew she had found the perfect recipe for success.

Though she has owned several other area businesses previously, this one, she said, holds a special meaning.

A dual investment 

Hepfler said her own health journey set the scene for her initial business plans.

“I take my health and integrity seriously,” she said. “I have owned other businesses, and I know the setup, journey, representation of the brand, customer relations and support and overall approach of representing what I’m promoting needs to be defined for it to be a success.”

With No BS Bakery, Hepfler said the focus came down to an investment in her health and those of others.

“In March 2022, my daughter and I were diagnosed with Hashimoto’s, an autoimmune condition that attacks the thyroid and causes hypothyroidism,” she said.

Individuals with hypothyroidism, Hepfler said, often experience symptoms like fatigue, hair loss, weight gain and hormonal imbalances – all of which a healthy diet can help combat.

“Once we were diagnosed, we sought treatment outside of conventional medicine,” she said.

Hepfler, who holds a bachelor’s degree in dietetics, said she has worked in nutrition as an educator for 27 years.

Coupled with her Hashimoto’s diagnosis, she said she knew she had to drastically change her diet.

Hepfler said she eliminated gluten, soy, dairy, seed oils and refined sugars – which soon became the same foundation for uses when creating her baked goods. 

Being appropriately critical of the ingredients she sources for her meals and her business, Hepfler said she enjoys local markets and their availability of fresh items – but believes the variety is often insufficient for those looking to eat clean.

“Most food items and resources in northeastern Wisconsin are limited or not available for us,” she said. “We can go to a farmers market or a community event and purchase produce or flowers… but that’s it.”

In March 2024, Hepfler said she and her daughter, Eve, visited Austin, Texas, and found there were more accommodating food options for those with dietary restrictions – it was then, she said, the wheels began to turn.

“My daughter said, ‘mom, you need to go home and do this,’” she said. “My inspiration came from a ‘need’ in northeastern Wisconsin, personal experience and the willingness to be a resource to help those with hormonal and autoimmune challenges.”

Soon, Hepfler said she was whipping up and taste-testing recipes – like her favorite, Good Ol’ Salty Fudge.

“After I was diagnosed, I missed having ‘treats’ now and then – a dessert,” she said. “This dessert is simple but so different and not what a person expects because its texture and flavor are unique – it melts in your mouth – and sea salt caramel, need I say more?”

No bad stuff

Hepfler said she was both excited and determined to get her new business up and running – which started with building a customized commercial kitchen in her Freedom home.

“I built a certified kitchen in the basement of my home to ensure there is no cross-contamination to allow for a ‘clean,’” food item,’” she said. “The equipment, plumbing, electrical, etc. I needed for my business was more extensive, therefore, requiring time and investment.”

Hepfler said she worked with the state and Outagamie County to secure proper licensure.

“These two resources were helpful to ensure my certification success,” she said.

Hepfler said the care she puts into the preparation of her products has been well received by customers.

“They are impressed and feel at ease that I have taken the time and expense to ensure (there is no) cross-contamination and (have) all the proper licensing,” she said. 

Proudly describing herself as a “clean freak,” Hepfler said she maintains a spotless work space, wears gloves and a hairnet, plus ensures clean baking tools are used for each ingredient in a recipe.

This detailed process, she said, highlights her business name, No BS Bakery, even further – which she said notably stands for no “bad stuff.”

The ingredients and taste in No BS Bakery treats, Hepler said, speak for themselves.

“It is imperative and a top priority for No BS Bakery to have the (most pure) and organic ingredients,” she said.

Hepfler said her business is about more than food – it’s an opportunity for education.

“When you stop at No BS Bakery, you have an opportunity to learn why maple syrup or coconut palm sugar are better options as sweeteners or why you should avoid gluten and/or dairy,” she said. “I believe in sharing knowledge, as knowledge is power, and we need to advocate for our health.”

Checking all the boxes 

Through No BS Bakery, Hepfler said she hopes she can inspire customers to become more proactive about their health.

“I have traveled the U.S. and taught people healthy lifestyle systems,” she said. “Through my journey, and the journey of others, I have connected with top professionals in northeastern Wisconsin who can provide answers, especially to women who are struggling with their health and lifestyle.”

While developing her business plan, Hepfler said she also honed in on sourcing ingredients. “There are choices in the area for gluten-free, dairy-free and soy-free, but not the rest, especially seed oils,” she said, “I have combined it all.”

Hepfler said seed oils are inflammatory contributors and can be found in many baked goods and can prevent the body from working efficiently.

“So many people think they are making great choices by eating gluten-free and dairy-free, but the items they are purchasing have seed oils like canola, safflower, sunflower, grape seed, vegetable, or worse, soybean oil,” she said.

Hepfler said customers are often surprised to learn her products are always free of gluten, dairy, soy, seed oils and refined sugar – as well as affordable.

She said she likes to intertwine her personality into the business as well – which she does through product names.

“I like to have fun, so I make sure the items and names are fun to make it more of an experience,” she said.

Customers can dig into goods such as Date Me PB Cups, Twix Boats and the Va Va Varoom Variety Pack – which includes samples of a variety of homemade chocolate bars.

Talk of expansion, more community involvement 

Currently, Hepfler said goods from No BS Bakery are available only at local farmers markets, community events and by personal orders – but there’s talk of possible expansion.

“Never say never… the demand may take over soon for a store,” she said. “Always be open to opportunities.”

For now, Hepfler said No BS Bakery has immersed itself into many weekday and weekend markets, especially in the Fox Cities.

It has also served as a sponsor for many events – an effort she said she plans to continue.

“No BS Bakery was a sponsor and vendor for the first-ever Mandala Yoga Festival at Pierce Park in Appleton and sponsored gift bags for the Miss Wisconsin Scholarship Organization for the contestants to have healthy snacks for the week’s competition,” she said.

Hepfler said No BS Bakery goods have also been introduced at local medi-spas for staff and clients, as well as at a wedding show in Door County.

“No BS Bakery can also accommodate desserts for weddings, welcome baskets for guests and breakfast items for the wedding party on the wedding day while they’re getting ready,” she said.

Hepfler said customers can place pre-orders on the No BS Bakery website (thenobsbakery.com) to pick up at a farmers market or Friday mornings at an Appleton East side location (which is posted weekly) between 7-9 a.m.

Hepfler said the categories for products – chocolate bars, breakfast cookies, granola, mini loaves and seasoned roasted pecans – are set, but the flavor changes each week.

Flavor schedules, she said, are posted on both the website and the bakery’s social media page.

“Every Sunday, I evaluate the freshest fruits and vegetables available to determine the week’s menu selections,” she said.

Hepfler said she has already learned many valuable lessons that have helped steer her bakery business to success.

“People who are looking for these clean products will find you – word travels fast,” she said.

Hepfler said many customers are asking for her to expand her offerings even more – a business move she said she won’t hesitate to do.

“Listen to others around you – they tell you what they are looking for,” she said.

Make the jump

Hepfler said she is proud of the direction No BS Bakery is heading and encourages other entrepreneurs to find what matters most to them.

“Dig deep, know what you want your business to look like and what you want it to represent about you,” she said.

Most importantly, Hepfler said a solid support system is critical for success.

“Have a team of support – family, friends, professionals who can shine their light and help make your business amazing,” she said. “Let those who have design, website, marketing, social media skills or whatever it is help you. If you have to hire in these areas, do it so you can focus on your strengths and provide your customer the best you and your business concept can offer.”