Two years ago, when Gail Fishman’s 18-year-old daughter Sasha rode her bike across the country, Fishman sent care packages with goodies. “Sasha wanted healthy foods,” says Fishman. “After she came home, she asked why I didn’t send granola.” In researching recipes, Fishman found most blends were anything but nutritious, so she devised her own. “In our house, we love crystallized ginger,” says Fishman, “and I love dried fruit and nuts but didn’t want to use refined sugar, so I used flavored Maryland maple syrup and coconut palm crystals that gave it a caramel flavor.” The granola was an instant hit, and last July, Fishman marketed her mix. “We came up with ‘WOOT!,’ which is what Sasha says when she’s happy,” says Fishman, who sells her unique formula at area farmers’ markets. The entrepreneur also takes quality control seriously. “I’ve gained five pounds since I started this,” she laughs. “I taste every batch.”
Gail Fishman’s husband, Jonathan, assists in the sales and shipping of WOOT!; Sasha’s sister, Leah, is the company’s accountant; and Sasha designed the business logo.