Ingredients for a Catalog Startup

While it was not the original intent, that list gave Fairytale Brownies the jumping-off point for testing direct marketing. In 1994, it mailed a couple of two-color hand-sorted fliers to its list. “That’s when we knew we had something here.”

But Spitalny says she quickly realized that with food, that kind of marketing vehicle doesn’t tell the story. “We knew we needed to do a color catalog.”