Sheldon Baker, NutraInk01.05.15
She has spent the last 25 years of her career working with Devansoy most recently as COO and now CEO. She has a passion for leading teams to meet organizational goals while also creating operational standards that enable companies to grow. She was a member of the Soy Foods Association of North America (SANA) for several years where she held the SANA board position of treasurer. She is married to her husband Howard and has three children, Jennifer, Michael and Kenzie. She lives in Carroll, IA, is passionate about the outdoors where she enjoys biking and running and she is a loyal fan of the University of Iowa Hawkeyes.
Health E-Insights: In 50 words or less, why does someone buy your products?
Ms. Wycoff: Devansoy offers a product line of quality soy ingredients sourced from non-GMO and organic soybeans. We process under all natural conditions, leaving the inherent nutritional profile of the soybean intact. Our raw materials have been used in the food and beverage industry for many years with focused quality and service a priority for our company.
Health E-Insights: Has your business changed since you first got into it?
Ms. Wycoff: Our business has changed dramatically over the last 25 years. When we started, GMO soybeans were not a factor in the food chain. We were processing transitional soybeans for customers. Transitional meaning the beans during the three-year approval process for organic; they were grown under organic conditions, but were not yet certified organic. Today, the majority of our business is in organics. We also did not initially sell soy base in liquid tankers to customers, everything was spray dried into a powder to use as the raw material. Today, the majority of our ingredient is sold in liquid form in bulk tankers—much more cost efficient for the supply chain.
Health E-Insights: What are the top two metrics to which your company pays the closest attention?
Ms. Wycoff: First and foremost our customer service metric. We believe in supporting our customers’ needs in every way possible, and offer quick resolutions to any problem they may face and accommodate their changes and needs. We offer the same level of service to our smallest single order customer as we do to our largest customer. Secondly, the expense metric; we obviously need to control costs for our production process and raw material supply. We work closely with our vendors, from bean suppliers to utilities and equipment suppliers, to maintain profitability for the company and shareholders, as well as holding pricing for our customers.
Health E-Insights: What excites you most about your company?
Ms. Wycoff: I have enjoyed working for this company and absolutely love the people who work for us. We are a team and we work hard together to be successful. Our corporate culture may be different than most, we are hands off and work alongside our employees. We are also a company that stayed true to the roots of where we began in the natural and organic business, and that continued growth in the mainstream food and beverage chain excites me for the potential of our company.
Health E-Insights: Who has had the most tremendous impact on you as a corporate leader?
Ms. Wycoff: The most influential person in my life was my late father. I grew up on a small family farm in Iowa. He instilled in me the work ethic that I have and the ability to lead others. He was always a fair and kind man. He taught me that I could do anything and to treat others with the same respect; and your life is successful, no matter what your title is. I try to follow those values in my work as a corporate leader each and every day.
Health E-Insights: New position, more money? What will be the first item you buy for yourself?
Ms. Wycoff: I am very blessed with my work, and yet I’m a humble person. I will give more to those less fortunate this holiday, rather than spend it on myself or my children.
Sheldon Baker is well-known for creating nutraceutical brand marketing and public relations campaigns. For Health E-Insights interview consideration, contact him at Sheldon@NutraInk.com. And follow him on Twitter @NutraInk.
Health E-Insights: In 50 words or less, why does someone buy your products?
Ms. Wycoff: Devansoy offers a product line of quality soy ingredients sourced from non-GMO and organic soybeans. We process under all natural conditions, leaving the inherent nutritional profile of the soybean intact. Our raw materials have been used in the food and beverage industry for many years with focused quality and service a priority for our company.
Health E-Insights: Has your business changed since you first got into it?
Ms. Wycoff: Our business has changed dramatically over the last 25 years. When we started, GMO soybeans were not a factor in the food chain. We were processing transitional soybeans for customers. Transitional meaning the beans during the three-year approval process for organic; they were grown under organic conditions, but were not yet certified organic. Today, the majority of our business is in organics. We also did not initially sell soy base in liquid tankers to customers, everything was spray dried into a powder to use as the raw material. Today, the majority of our ingredient is sold in liquid form in bulk tankers—much more cost efficient for the supply chain.
Health E-Insights: What are the top two metrics to which your company pays the closest attention?
Ms. Wycoff: First and foremost our customer service metric. We believe in supporting our customers’ needs in every way possible, and offer quick resolutions to any problem they may face and accommodate their changes and needs. We offer the same level of service to our smallest single order customer as we do to our largest customer. Secondly, the expense metric; we obviously need to control costs for our production process and raw material supply. We work closely with our vendors, from bean suppliers to utilities and equipment suppliers, to maintain profitability for the company and shareholders, as well as holding pricing for our customers.
Health E-Insights: What excites you most about your company?
Ms. Wycoff: I have enjoyed working for this company and absolutely love the people who work for us. We are a team and we work hard together to be successful. Our corporate culture may be different than most, we are hands off and work alongside our employees. We are also a company that stayed true to the roots of where we began in the natural and organic business, and that continued growth in the mainstream food and beverage chain excites me for the potential of our company.
Health E-Insights: Who has had the most tremendous impact on you as a corporate leader?
Ms. Wycoff: The most influential person in my life was my late father. I grew up on a small family farm in Iowa. He instilled in me the work ethic that I have and the ability to lead others. He was always a fair and kind man. He taught me that I could do anything and to treat others with the same respect; and your life is successful, no matter what your title is. I try to follow those values in my work as a corporate leader each and every day.
Health E-Insights: New position, more money? What will be the first item you buy for yourself?
Ms. Wycoff: I am very blessed with my work, and yet I’m a humble person. I will give more to those less fortunate this holiday, rather than spend it on myself or my children.
Sheldon Baker is well-known for creating nutraceutical brand marketing and public relations campaigns. For Health E-Insights interview consideration, contact him at Sheldon@NutraInk.com. And follow him on Twitter @NutraInk.
