What if you could make money and save the planet simultaneously? That's what Reyanne Mustafa set out to do with SOULMUCH.
Working in the hospitality industry as a waitress, Reyanne saw firsthand how much food is wasted regularly. So instead of placing blame, she decided to do something about it.
Along with her business partner Kristian Krugman, they decided to upcycle unused food and transform it into flour for cookies. That concept morphed into SOULMUCH, a line of upcycled food products.
SOULMUCH has saved 40,000 pounds of food, started a new upcycle movement in San Diego, CA, and participated in numerous pitch competitions, including the 2021 Enthuse Foundation one. As a result, SOULMUCH was named runner-up and took home the audience choice award.
Reyanne spoke with us about applying multiple times to the Enthuse Foundation Pitch Competition, the importance of packaging, and how she prioritizes her mental well-being.
Editor's Note: This interview was conducted in December 2021. SOULMUCH dissolved in June 2022. We've followed up with Reyanne and will continue this conversation.
Enthuse Foundation (EF): Can you describe SOULMUCH and how the business idea came about?
Reyanne Mustafa (RM): SOULMUCH is a food upcycling company. We make better snacks for you by upcycling the excess food that restaurants consistently oversupply. So, think leftover rice in a rice cooker or coffee grounds from coffee shops. Essentially, we repurpose that and turn them into delicious snacks. Our first product launched was vegan, gluten-free cookies. We soon expanded and started creating granola from the almond pulp. My co-founder and I were waitresses at a restaurant. We were so frustrated seeing perfectly untouched food being thrown away daily. So we decided to create something, a solution. So that's how SOULMUCH started – out of frustration and a desire to do something.
EF: Wow – what a beautiful founding story. Why did you decide to enter the Enthuse Foundation's Pitch Competition? I know this was your second go-around as you entered 2020.
RM: I love that it was women-led, founded, and supported. The funding and the services were also a big bonus without taking equity into the company. It was solely the fact that it was women supporting women.
EF: So, do you have any tips for those exploring pitching and pulling together a pitch presentation? We'd love to hear your advice and feedback from those in the same boat.
RM: My advice for anyone starting the pitch competition route is to get other eyes on your pitch. Also, really understand what the pitch competition is looking for. Speak from the heart and have a lot of passion. Keep it fun, light, and enjoyable to listen to.
EF: I think you followed your own advice, just hearing your pitch. You have a very personable and genuine tone in the way that you convey your business. So, talking specifically about the past Enthuse Foundation Pitch Competition, what, if anything, did you learn from that experience?
RM: I got to learn from so many incredible women out there. When I heard the other women pitching, I was like, 'Oh man, I got to step up my game.' I think we kept raising the bar for each other, which allowed for friendly competition. I felt the vibes and the energy, and it was contagious. I'm forever grateful for all the work you guys have done to make it happen.
EF: That's wonderful to hear. Since you brought it up, we would love to learn more about your conversations with the finalists post-competition and the community you've built.
RM: I know one of the finalists and I were talking, and she was asking me about compostable packaging. My co-founder and I have done so much research into finding sustainable packaging options. I sent her a PDF of all the research we had done. Essentially, SOULMUCH is solving a problem. We're solving food waste. However, we have all this plastic packaging waste that we're creating. We don't want to do that. So, we want to give out this information to other food entrepreneurs. Food businesses are such a unique genre of startups. So, to be able to have so many people working together has been so beneficial. I'm so grateful there is a competition primarily for women, food-led businesses, which I've never seen.
EF: We appreciate that. I know that for us, that's one of our goals – to create that supportive community that you can return to. So I'm thrilled that is something that you've found. What are you most looking forward to in the future?
RM: We are looking forward to starting fresh. Our mental health is a priority. I think it will be a hard reset button I press in my mind and soul. For entrepreneurs, we need to learn it's okay to rest. Personally, I feel guilty about taking time off. I think I'm neglecting the business if I do so. However, I had to look at myself and say, 'No. I can't pour from an empty cup.' Until I'm well rested and ready to go is when we can create the most significant impact.
SOULMUCH shut down operations in June 2022 due to challenges navigating a new law in California regarding food waste and pandemic-related burnout. According to the U.S. Bureau of Labor Statistics, 18.4% of private sector businesses in the U.S. fail within the first year. After five years, 49.7% have faltered. Even though SOULMUCH is no longer physically in business, the lessons left behind add to the brand's legacy. Honor SOULMUCH's memory and utilize Reyanne's wisdom by applying to the 4th Annual Enthuse Foundation Pitch Competition.
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