{"id":24243,"date":"2016-11-09T16:32:44","date_gmt":"2016-11-09T21:32:44","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=24243"},"modified":"2020-03-30T22:34:33","modified_gmt":"2020-03-31T02:34:33","slug":"18-rabbits-granola-guru-alison-vercruysse-gets-creative","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/18-rabbits-granola-guru-alison-vercruysse-gets-creative","title":{"rendered":"At 18 Rabbits, granola guru Alison Vercruysse gets creative"},"content":{"rendered":"\n<p>Since she was a kid, Alison Vercruysse loved being creative, whether she was experimenting with making food in the kitchen or designing fashion on a sketchpad.<\/p>\n\n\n\n<p>\u201cI remember when I was 15, and I was literally taking my jeans apart and sewing them into a skirt,\u201d says Vercruysse, who grew up in Dallas, Texas. \u201cMy dad picked it up and threw it against the wall and said, \u2018What do you think you\u2019re doing? You can\u2019t make any money doing this.\u2019\u201d<\/p>\n\n\n\n<p>This memory still stings: \u201cThat\u2019s so sad,\u201d she says of her dad\u2019s reaction. \u201cIt\u2019s so creative, and that\u2019s not a direction that he believed would be successful.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/11\/At-18-Rabbits-Granola-Guru-Alison-Vercruysse-Gets-Creative2-800x571.jpg\" alt=\"at-18-rabbits-granola-guru-alison-vercruysse-gets-creative2\" class=\"wp-image-24251\"\/><\/figure>\n\n\n\n<p>So she ultimately took the business route in college, graduating from Southern Methodist University with a double major in accounting and finance\u2014\u201cwhich is completely personality-wise what you would think that I wouldn\u2019t have studied.\u201d<\/p>\n\n\n\n<p>Itching to explore the world after graduation, Vercruysse spent some time in St. Louis and then Chicago, where she met her future husband. They took off for California, where she knew she\u2019d always end up. This was during the dot-com era, when Vercruysse \u201cconsulted for several dot-coms while I was finding myself,\u201d enjoying yoga on the beach, painting, and assisting with cooking classes at Sur La Table. Her travel bug then took her abroad to Paris, where she spent a month taking cooking classes at Le Cordon Bleu.<\/p>\n\n\n\n<p>\u201cLaguna Beach is beautiful, but it was culturally dead. That\u2019s when we moved to San Francisco,\u201d says Vercruysse, who is based out of <a href=\"https:\/\/www.wework.com\/locations\/san-francisco\/mid-market\" target=\"_blank\" rel=\"noopener noreferrer\">WeWork Mid-Market<\/a>. In northern California, Vercruysse\u2019s creative inclinations came back in full force: she got an art history degree, took a food writing course, and \u201cjust could not shut up about food.\u201d She even landed an apprenticeship with renowned chef Elizabeth Falkner of Citizen Cake.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/11\/At-18-Rabbits-Granola-Guru-Alison-Vercruysse-Gets-Creative3-800x571.jpg\" alt=\"at-18-rabbits-granola-guru-alison-vercruysse-gets-creative3\" class=\"wp-image-24248\"\/><\/figure>\n\n\n\n<p>\u201cI literally begged on the doorstep of the restaurant and said, \u2018Please let me,\u2019 and was really persistent about it,\u201d Vercruysse recalls. \u201cI learned everything about small pastry production and moved to a taste catering and learned mass production\u2014that\u2019s where you\u2019d learn to make 400 cakes in two hours. Then I said, \u2018Okay, now it\u2019s time to start my own business.\u2019\u201d<\/p>\n\n\n\n<p>In February 2008, she launched <a href=\"https:\/\/www.18rabbits.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">18 Rabbits<\/a>, a line of organic and gluten-free <a href=\"https:\/\/www.18rabbits.com\/collections\/granola\" target=\"_blank\" rel=\"noopener noreferrer\">granola<\/a> and <a href=\"https:\/\/www.18rabbits.com\/collections\/granola-bars\" target=\"_blank\" rel=\"noopener noreferrer\">granola bars<\/a>, all with recipes created by Vercruysse. 18 Rabbits is a business built on family. When Vercruysse was young, her mother had one of the worst cases of asthma is the U.S. Her doctor stressed the importance of eating organically and avoiding preservatives, dyes, and other additives.<\/p>\n\n\n\n<p>To cheer up Vercruysse and her siblings during this distressing time, her dad brought home a rabbit, which mated with a wild rabbit and had 16 bunnies. Vercruysse doesn\u2019t own any rabbits now\u2014\u201c I have enough spiritual rabbits that I have to keep track of,\u201d she laughs.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/11\/At-18-Rabbits-Granola-Guru-Alison-Vercruysse-Gets-Creative4-800x571.jpg\" alt=\"at-18-rabbits-granola-guru-alison-vercruysse-gets-creative4\" class=\"wp-image-24249\"\/><\/figure>\n\n\n\n<p>Vercruysse\u2019s mother and siblings approve of the granola that reminds them of decades past, as does&nbsp;her 4-year-old son Asher.<\/p>\n\n\n\n<p>\u201cThis is what got me into Target: him eating my granola,\u201d Vercruysse says. \u201cThere\u2019s actually a picture with him and a spoon dipping it into the yogurt and granola, so when the buyer saw that, she said yes. It\u2019s pretty wild. He wasn\u2019t even two when he started eating my granola. That\u2019s still what his comfort food is. You know when he\u2019s feeling bad if he eats granola, fruit, and yogurt three times a day.\u201d<\/p>\n\n\n\n<p>Today, the 18 Rabbits team is eight people strong, with employees scattered between San Francisco, Santa Monica, and Portland. And it\u2019s a far cry from the company\u2019s early days when Vercruysse had trouble \u201c being confident that my creativity could actually sell a lot or be something that was big,\u201d she says. \u201cIn a large way, it was a huge personal development as well, evolving to give credence to my own gifts.\u201d<\/p>\n\n\n\n<p>Photos: <a href=\"http:\/\/www.tompatrickbender.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tom Bender<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Since she was a kid, Alison Vercruysse loved being creative, whether she was experimenting with making food in the kitchen or designing fashion on a sketchpad. \u201cI remember when I was 15, and I was literally taking my jeans apart and sewing them into a skirt,\u201d says Vercruysse, who grew up in Dallas, Texas. \u201cMy [&hellip;]<\/p>\n","protected":false},"author":893,"featured_media":24246,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-24243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>At 18 Rabbits, granola guru Alison Vercruysse gets creative<\/title>\n<meta name=\"description\" content=\"18 Rabbits, a line of organic and gluten-free granola and granola bars, is a business built on family.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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