“There’s just so many ways for you to sink the ship in those early stages,” said Robert Petrarca, Co-Founder and CEO of Maxine’s Heavenly, a brand that makes delicious, homemade-style cookies that are sweetened by nature. “It’s also running out of money and overspending and the retail industry with the nuances of distribution and all the challenges that go into that… I think there was a culmination of luck, grit and tenacity that got us through those stages.”

On my podcast, The Irresistible Factor, Robert shares how he got into the foodie world and managed to grow his business, even through those rocky early stages.

Robert gives listeners advice on how to approach investors, how to create a funnel for capital and how to ensure holistic health within a business. He also helps us understand his own personal recipe for creating the perfect mix of characteristics that helped fulfill his vision of building a successful business. (It helps that he has a performing arts background!) 

Plus, we learn about how to stand out in your brand market, the power of adaptability, and how Robert was able to blend his passions for food and health with cookies.

To other founders, Robert has clear advice on branding: “An attribute is not a brand: it is simply a quality. It’s a descriptor.” 

Listen to The Irresistible Factor’s Interview with Maxine’s Heavenly Co-Founder and CEO, Robert Petrarca.


Here’s what you won’t want to miss from our conversation: 

  • The recipe background of Maxine’s Heavenly, and how it’s been adapted to use better-for-you ingredients
  • Advice for how to manage thin teams, tough margin  and tight capital
  • How to successfully obtain business investors
  • Strategies for using data successfully, especially in the early stages


Links mentioned in this episode: 

Maxine’s Heavenly

Maxine’s Heavenly on Twitter

Robert Petrarca on LinkedIn