I only have one: I’m glad I knew nothing! If you knew how hard it would be, you’d never actually do it. The real magic lies in learning on the job and creating solutions to problems you never knew you’d encounter. All advice is subjective, so another founder’s journey might look nothing like your own. Go in with an open mind and embrace the unknown with open arms.
Intoday’s fast-paced world, snacking has become an essential part of our daily routine. However, not all snacks are created equal, and many options available are unhealthy. Fortunately, there are companies dedicated to creating and promoting healthy snacks and treats that are not only delicious but also nutritious. As a part of this series, I had the distinct pleasure of interviewing Margaret Wishingrad.
Margaret is the co-founder and CEO of Three Wishes, a better-for-you breakfast brand that’s on a mission to create cereal and granola products that are packed with protein — not sugar.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
When we had our first son, Ellis, it was recommended we give him cereal to eat and play with so he could develop his pincer skills. As any new parents would, we wanted to make sure we were giving him the best that was out there — but when we wandered the cereal aisle, we couldn’t find what we were looking for. The cereal we saw on shelves was basically dessert pretending to be breakfast. We soon realized that if we were looking for something better, other parents would be, too. After years of research and development, we finally launched the grain-free cereal of our dreams.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
Years ago, we were at a coffee shop sampling the first R&D samples of our cereal. We noticed a man watching us as we deliberated over the taste and texture, and asked if he wanted to try. He tasted it, loved it, and wished us good luck. We kept in touch and that man eventually became our very first investor. We learned that a great product will practically sell itself, and from that moment on we’ve never compromised on taste.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
I never take no for an answer. If you miss a shot, you wouldn’t just walk off the court — and the same perseverance applies in business. Whenever I get bad news, I try my best not to take it personally and refocus my energy on finding a solution.
I’ve always been crafty, handy, and down to DIY. Even as the CEO, no job is beneath me or above me — if I don’t want to do it, I suck it up and get it done; if I don’t know how to do it, I’ll learn. At our latest trade show we wanted big dispensers of cereal and granola for people to sample, and when I couldn’t find what I was looking for, I DIY-ed the whole thing. I ordered the dispensers, designed and printed the decals, and hand applied each sticker to create a display that was just what I wanted.
I’m always having fun, and work is no different. When interacting with my team, our customers, retailers, or anyone who comes into contact with our brand, I’m always having a good time. That positivity and energy has become a tenet of our business and created the best environment.
Are you working on any exciting new projects now? How do you think that might help people?
Always! Whether it’s a fun flavor launch, an entirely new product development, an exciting collab, or another big wish, we’re constantly cooking up something we know our customers will love.
Ok, thank you for all that. Now let’s shift to the main focus of our interview. What inspired you to focus on promoting healthy snacks and treats?
My own family and my own needs as a parent inspired me to create Three Wishes. I strive to make healthy choices for my family, and I knew that other people would be doing the same. I wanted to feed my kids the snacks and flavors I loved growing up, but with more pride in the nutrition panel.
How do you ensure that your products remain both healthy and delicious?
I’m the toughest critic! At the end of the day, I have full control over what goes into my products, and how it comes out tasting. If a new product doesn’t get the Margaret stamp of approval, it never sees the shelves. We keep fine-tuning and taste-testing until what we’ve created strikes the perfect balance of healthy and delicious.
What are some things you have done to educate consumers about the nutritional benefits of your products?
It all comes back to our three wishes! We wished for a cereal that was high in protein, low in sugar, and gluten & grain free. When we launched, we were the Wishingrad family of three, and while our numbers have grown to include a fourth, our three wishes remain the same. With these brand pillars (and the product tasting so delicious it speaks for itself) our customers know what we’re all about.
Have you experienced any challenges in changing consumer perceptions about healthy snacks? How did you approach that?
Before people taste our products, they see that it’s gluten free and only has 3g of sugar, and assume it tastes like cardboard. After they taste it, their minds are immediately blown. Sampling is huge for us because the product is so delicious it really speaks for itself.
What are your ”5 Things I Wish I Knew Before I Started”?
I only have one: I’m glad I knew nothing! If you knew how hard it would be, you’d never actually do it. The real magic lies in learning on the job and creating solutions to problems you never knew you’d encounter. All advice is subjective, so another founder’s journey might look nothing like your own. Go in with an open mind and embrace the unknown with open arms.
In a constantly evolving industry, how do you stay ahead of trends to keep your offerings innovative and appealing?
I read the trade publications every single day to see what the industry is saying. What trends are we seeing with raw materials? What shifts are occurring in shopper behavior? I also use my own wishes and desires as a good litmus test for what our customers might want. I am the target consumer, so I constantly consider the thing’s I’m looking for, and know our customers are often looking for that, too.
You are a person of enormous influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
I’ve already started my movement! Healthy food doesn’t have to taste bad. If I can encourage people to make healthy choices and supply them with delicious products that excite them, I know I’ve done my job.
What is the best way for our readers to continue to follow your work online?
Follow us on Instagram @threewishes and TikTok @threewishescereal.
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
