Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Phebe Rossi, founder and CEO of Nuflours, located in Seattle, WA, USA.

What's your business, and who are your customers?

Nuflours is a women-led allergen-friendly baking company bridging the gap between dietary restrictions and the universal love of dessert. We offer a range of allergen-friendly, preservative-free, fresh-baked treats from savory to sweet, with options so delicious that you want to share whether you're allergen constrained or not! You can find Nuflours treats online at, via Amazon, or numerous specialty groceries on the West Coast.

Tell us about yourself

I grew up on a farm surrounded by fresh, wholesome food and home-baked goods. When health concerns forced me to go gluten-free in 2007, I felt I had lost a core part of who I was and how I connected to others. Armed with resolve and creativity, I began experimenting with gluten-free flours, creating recipes for all my favorite baked good classics, from fudgy brownies and beautiful cakes to breakfast muffins and chocolate chip cookies.

Today, Nuflours’ baked goods ship nationwide and can be found in grocery stores on the West Coast. Knowing that Nuflours and my products are actively making a change in people’s lives is what motivates me. As humans, we connect through food, nourishment, and community. I love that Nuflours can be a conduit for that.

What's your biggest accomplishment as a business owner?

Launching and growing a socially responsible company. I am dedicated to supporting and developing women and minorities in professional and leadership capacities, with 90% of Nuflours workforce being women, LGBTQ, or POC. Our partnerships with community foundations support our commitment to the community by providing opportunities for disabled individuals. Our multiple partnerships with local food banks reduce our food waste by gifting imperfect products while supporting our gluten-free community who may otherwise not eat safely. And not only do we create delicious, clean ingredient, preservative-free baked goods, we intentionally partner with ethical growers and producers to support a cleaner, healthier food system.

What's one of the hardest things that come with being a business owner?

For the first several years, I didn't have much of a personal life, and my company continues to experience growth cycles when we are all-in with our time and energy as a team. I moved to Seattle to start Nuflours, and it was clear with my partner that my business was first and our relationship was second. He understood what I was creating, and now we're married. We're both dedicated to creating something that is bigger than we are as individuals.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Be open to advise, be willing to learn, and ask for help! I've learned so much from titans in the industry leaders who see the challenges coming in our path and have generously given me their time and expertise.
  2. Be strategic with your time. You are the most limited resource in your business, and if you don't respect your time, no one else will either.
  3. Be very clear about your goals for yourself, separate from your business. Grow yourself as you grow your business with intention and clarity.

Is there anything else you'd like to share?

What does the world need more of?
Cake! When I say “cake,” I don’t mean a literal slice of cake; I mean what it embodies. Cake means celebrating; it is about joy. Celebrate delight with a friend or someone you care about. It’s what the word “cake” embodies.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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