Beverly Emerson is principal of Olive Tree Product Development. For over 20 years, she has been using her unique combination of food science and MBA to create successful food and nutrition products for global Fortune 100 companies, as well as start-ups. Olive Tree focuses primarily on concept evaluation, technical formulation, and new product development coaching for small-to-mid size businesses. Her areas of technical expertise include dietary supplements, omega 3s, emulsions, baked goods, and organic formulations.
 
Health E-Insights: What excites you most about your company?
 
Ms. Emerson: I’m getting to do what I love. I get to help customers with both the marketing and research and development involved in developing new products. Based on the feedback I’m getting, we are filling a real need, which is even better because creating a product or company that doesn’t fill a need is a sure-fire way to fail. Companies are looking for outside resources to assist them in figuring out how to be successful in developing new products. They understand that creating new, consumer-relevant products are critical for growth. We really cater to the businesses that are large enough to recognize they don’t have the skillset internally to move projects forward, but that are small enough that they don’t have fully staffed marketing and/or research and development departments yet.
 
Health E-Insights: Why do a large percentage of business start-ups fail? 
 
Ms. Emerson: There are so many books written about why businesses fail. It can be poor timing, lack of capital, bad management, lack of market research, poor business development skills—a whole host of “lacks.” Really, developing a new company is much like developing a new product—it needs to deliver unique benefits that provide superior value. Through our customized small business coaching, market assessment process and technical formulation work, we are able to provide significant value to small and mid-size businesses. We pull in the experts as needed to assist with specific projects to ensure our clients get the very best service possible. This company is built on the premise that we each have strengths to contribute and that success comes fastest through collaboration. Combined with our deep industry experience, passion, determination, and commitment to learning, we think we have a recipe for long-term success.
 
Health E-Insights: What’s the best business advice you’ve ever given?
 
Ms. Emerson: As industry experts we think we are giving out great advice all the time. The real question is whether the person we are speaking with thinks it’s great advice. Not everyone who asks the questions really wants to listen to the answers. So let me flip it around. The best business advice I’ve ever been given was actually given to me by a well-known voice coach, who said, “There is nothing to be gained by going too fast, and everything to lose.” That statement applies to so many different business situations. If we simply slow down enough to really focus on what is happening, ask the tough questions, be open to the answers, we wind up so much further than if we had just run ahead full-tilt.
 
Health E-Insights: What’s your proudest career achievement?
 
Ms. Emerson: Before starting Olive Tree Product Development, I was director of new product development with Barlean’s Organic Oils. I was part of the team that created and commercialized a shelf-stable fish oil liquid supplement called OmegaSwirl that received over eight industry awards, including Best New Product and #1 Omega-3 Oil in America. It really tastes delicious, not the least bit fishy. The shelf stable OmegaSwirl allowed the company to move out of the refrigerator case and into mainline distribution channels, bolstering both company profits and consumer health. But even beyond that, we created a highly functioning, cross-functional internal team, breaking down long-standing silos, and setting the stage for future successes.
 
Health E-Insights: Did you have a mentor?
 
Ms. Emerson: I did. Dr. Cheryl Townsley, a naturopath and executive coach, has been immensely helpful, as I’ve learned the “soft” skills that are critical with building a successful business. Communicating clearly, personal accountability, managing resources, staying “neutral” so that I can accurately observe what is occurring, asking questions, and being honest about my own strengths and weaknesses so I can more clearly see where I need to bring others into the business. Interestingly, much of her mentoring occurred in the years prior to starting Olive Tree—it was really preparation for what I’m doing now. I don’t think I would have been ready earlier. 
 
Health E-Insights: Is there a most regrettable moment in your life?
 
Ms. Emerson: Not starting a family when I was younger. No, really, I live a life largely without regrets. Henry Ford is quoted as saying, “Failure is the only opportunity to begin again more intelligently.” I love that quote. We get to choose—we can either have regrets over situations or we can choose to learn from them. I choose to learn and move on, doing things differently the next time. Life is interesting. If we don’t get the lesson the first time, we usually get repeated chances to learn it.
 
Health E-Insights: Do you have a morning ritual?
 
Ms. Emerson: Great question. My morning ritual is the most important part of my day. It starts at 4:45 a.m. when the coffee pot gets going and I spend an hour in reading, reflection and meditation before the kids get up. It is the time of day when the “ah-ha” moments occur. It’s when I address key business and personal issues, ask questions, listen, imagine potential scenarios, and focus on my priorities for the day. It’s my learning time.
 
Sheldon Baker wants to interview you. For more information contact Sheldon at [email protected]. And visit his website at www.bakerdillon.com and blog at www.NutraInk.com.