Mesa grandmother turns “wicked” delicious cookies into success
Photos Courtesy of Wicked Mix Cookies
Adela Nevarez says the split-second decision to pull her car into the parking lot of Local First Arizona’s Mesa Community Kitchen was the “best U-turn I ever made.”
A lifelong baker, the East Valley grandmother had spent decades perfecting creative cookies and cakes for friends, coworkers and family members, smiling when her son would tell her a new concoction was so good it was “wicked!”
But at 65 and recently widowed, Nevarez had begun dreaming of turning her talents into a business. And she knew she needed help.
While on a drive, she noticed workers wheeling kitchen equipment into a building near her home and followed her curiosity. There she met the Local First kitchen staff and learned about its food entrepreneurship program.
Little did Nevarez know, just a year later, she would be baking dozens of sweet treats in the shared kitchen as the proud owner of Wicked Mix Cookie Company, with a part-time employee, weekly appearances at the Downtown Mesa Farmers Market and an exclusive deal to join DoorDash as a featured seller.
“The support has been phenomenal,” Nevarez said. “I couldn’t have done this without Local First … You feel like you have someone to lean on, and you’re not out there alone.”
Learning the basics at bootcamp
Nevarez learned about business planning, marketing, purchasing, permitting, logistics and operations during Local First Arizona’s six-week Restaurant Startup Bootcamp.
Then she earned a coveted spot for two years in one of two of the organization’s community kitchens that offer affordable hourly rates for food entrepreneurs to launch their products.
Nevarez said she has honed her organizational skills to be more efficient in the kitchen and to plan ahead for growth with help from the staff.
“I will forever be thankful to Local First for giving me guidance, support and also love. They’re like my family,” she said.
Going from ‘lost’ to found
For Nevarez, creating a custom dessert business has given her purpose and financial security after her husband of 40 years passed away from cancer.
Losing him “was like someone gouging my heart,” Nevarez said. “I was in a very lost place.”
Now baking for others gives her joy, and the recipes she has built from scratch have found new fans among her customers.
“I read a cookie recipe book like it’s a romance novel,” Nevarez joked.
She makes everything from cookies decorated like Chanel No. 5 perfume to elaborate cakes and photos printed on icing with edible ink. Other offerings include quiches, pumpkin bread, raspberry-and-buttercream-filled Danish waffles and “sweetcuterie” boards filled with pastries and fresh fruit.
Her big break recently came at Local First’s Arizona Good Food Expo, an annual event that celebrates Arizona-made foods.
Wicked Mix cookies caught the attention of DoorDash, which asked to feature them in the company’s convenience stores. The contract is expected to double Nevarez’s business.
Her “Wicked Six” flavors will be on DashMart shelves beginning Dec. 31:
S'mores Chocolate: A chewy chocolate fudge cookie, topped with a toasted marshmallow and graham cracker.
Birthday Cake: A buttery sugar cookie loaded with birthday cake sprinkles.
Blue Monster: A blue twist to the classic chocolate chip cookie.
Golden Raisin Oatmeal: Crunchy yet moist oatmeal cookie with vanilla-infused golden raisins.
Triple Chocolate Chip: A cookie with milk chocolate, semi-sweet chocolate and Dutch-chocolate chips.
Peanut Butter Toffee: A chewy peanut butter cookie infused with crunchy toffee chips.
A café in the future?
One day Nevarez hopes to own a small coffee and pastry shop where she can sell her baked goods as well as café de olla, a traditional Mexican drink spiced with cinnamon, brown sugar and anise.
Nevarez said she would encourage entrepreneurs not to be afraid of failure, but instead see every challenge as a learning experience.
She is excited to grow her business with continued guidance from Local First.
“There’s fear of the unknown,” she said, “but I know I have a support system behind me.”
