Nicole Bernard Dawes, a seasoned entrepreneur, shares her profound insights and experiences garnered from a lifetime immersed in the business world. From her formative years observing her father build Cape Cod Potato Chips to founding her own successful ventures, Late July Snacks and the zero-sugar soda brand Nixie, Dawes' journey highlights resilience, strategic decision-making, and the power of dedicated teamwork. Her narrative provides invaluable lessons for aspiring founders navigating the complex landscape of entrepreneurship.

The Entrepreneurial Journey of Nicole Bernard Dawes: Building Brands from Scratch

Nicole Bernard Dawes, a prominent figure in the food and beverage industry, embarked on her entrepreneurial path inspired by her childhood experiences. Growing up, she closely observed her father, Steve Bernard, as he meticulously built the renowned Cape Cod Potato Chips brand. Simultaneously, her mother's health food store further cultivated her understanding of consumer goods and market demands. These early influences provided Dawes with a unique perspective on business operations, including the critical skill of analyzing profit and loss statements.

In 2003, Dawes channeled this foundational knowledge into her first significant venture, Late July Snacks. This organic snack company quickly gained traction, and by 2014, Snyder's-Lance acquired an 80% stake, with Campbell's later integrating it into its portfolio in 2018. Following the successful sale of Late July, Dawes identified a market void for USDA-certified organic, zero-sugar beverages. This realization prompted the creation of Nixie, a sparkling water brand that officially launched in late 2019. Today, Nixie products are available in over 11,000 retail locations across the nation, a testament to Dawes' keen market insight and entrepreneurial drive.

A distinctive aspect of Dawes' entrepreneurial journey is her long-standing collaboration with her husband. Starting during the early days of Late July, her husband transitioned from a career in film to join her in business, allowing them to balance their professional ambitions with their commitment to family life. This partnership proved crucial, particularly during challenging periods, such as when Late July faced a significant loan default following her father's unexpected passing amidst a recession. Dawes’ steadfast determination and adept budgeting skills enabled the company to navigate these turbulent waters, ultimately securing refinancing from a mission-driven lender and rejecting options that would have diluted company equity.

A pivotal moment for Late July Snacks arrived in 2010 with the introduction of its tortilla chip line. These chips, distinguished by their gluten-free, allergen-free, and delicious profile, appealed to a broad consumer base and served as a catalyst for exponential growth. The company rapidly expanded from approximately million in sales to being on track for 0 million within three years, evolving into a profitable enterprise by the time Campbell's acquired Snyder's-Lance. This success underscored Dawes' willingness to compete in saturated markets by offering innovative and inclusive products.

The transition to Nixie was facilitated by the retention of many key leadership team members from Late July. Dawes recognized the invaluable asset of a cohesive and talented team, leveraging their collective experience to launch the new venture. While Nixie initially relied on self-funding and investments from early angels, including Short List Capital, it subsequently secured over million in financing in 2022 and a substantial million from Invus in the past year, with Invus' managing director, Evren Bilimer, joining the board. This financial backing highlights the strong investor confidence in Nixie's potential and Dawes' leadership.

Dawes firmly advocates for trade marketing and product sampling as the most effective ways to allocate marketing budgets. She believes that direct engagement with retailers and allowing consumers to experience the product firsthand yield the highest return on investment. Nixie actively participates in partnerships, such as with HeadCount for voter registration drives, combining social advocacy with product promotion through sampling. Her advice to founders also stresses the critical importance of selecting investment partners wisely, likening the relationship to a marriage that requires careful consideration and alignment of values.

Ultimately, Dawes is driven by a profound belief in the power of scale to effect positive change. Inspired by an organic activist investor from her Late July days, she has testified before Congress on the significance of organic agriculture. Her overarching goal with Nixie is to establish it as a market leader in healthy beverages, contributing to a healthier grocery aisle for all. Her dedication to building a strong, mission-driven brand reflects a deep sense of pride and commitment to her vision.

Nicole Bernard Dawes' journey offers a compelling narrative of perseverance and strategic innovation. Her experience underscores that entrepreneurial success is not merely about launching businesses but about adapting to challenges, building strong teams, and fostering meaningful partnerships. Her commitment to creating healthier options in the market, from organic snacks to zero-sugar beverages, exemplifies a founder driven by both business acumen and a desire for positive societal impact. Her story serves as a powerful inspiration for aspiring entrepreneurs to pursue their visions with unwavering determination and a clear purpose.