Feb. 12, 2025

This paid piece is sponsored by Startup Sioux Falls.

Jennifer Johnson’s proverbial leap of faith is paying off.

After leaving her career in banking in 2023 to focus full time on her gluten-free baking mixes, her business, Gluten Free Please LLC, has seen significant growth, especially in the past year.

The business now sells wholesale to more than a dozen area stores, including multiple Hy-Vee locations, Cooks & Bakers Kitchen at Dawley Farm Village, Makers Exchange in Tea and Pomegranate Market.

“All of our 16 delicious baking mixes use organic ingredients and are made without gluten, soy, dairy and nuts. And we stay away from artificial flavors and preservatives in our baking mixes,” Johnson said.

“Customers appreciate these things and can taste the better quality of ingredients. Plus, there is value in the larger sizes for family gatherings and parties.”

Her Pancake & Waffle Mix and Biscuit & Multi-Purpose Baking Mix each makes two batches, and you can make two pizzas with the Pizza Crust Mix.

“Our gluten-free baking mixes can be made vegan for individuals on a plant-based diet too,” Johnson said. “They are very versatile and can accommodate different types of diets and baking ideas.”

After subleasing a space in a gluten-free and peanut-free facility since 2022, she’s now building her own gluten-free, allergen-free commercial kitchen in Sioux Falls, along with adding a double-action ribbon mixer.

“I have been hand mixing all of baking mixes, and this piece of equipment will allow us to speed up production, have more concise mixing and grow our business,” Johnson said.

“The main equipment has been acquired, and our goal is to have it done before the Falls Park Farmers Market season begins in May. I see our company continuing to grow now that several of our production capacity issues have been addressed. Getting that time back will allow us to keep evolving with our customers as consumers’ demands in the kitchen change.”

The look of her packaging also got a face-lift recently with new front labels photographed locally that allow consumers to see what the finished product looks like.

“My goal for 2024 was to spread the word and help and educate consumers about Gluten Free Please and our baking mixes,” Johnson said. “We went to many events and spoke to a lot of people at farmers markets and festivals.”

That includes the Startup Sioux Falls Pitch Night in late 2024, where Johnson and Gluten Free Please earned a second-place finish. She found out about the opportunity after attending other events at Startup Sioux Falls.

“The message I was trying to convey for Gluten Free Please is that we are poised for significant growth, but there are production and operation restrictions that I was needing help with,” she said.

“I learned a lot from participating in the Startup Sioux Falls Pitch Night, and I met many wonderful and supportive business owners. Plus, so many supporters in the community came to cheer us on.”

Many of the benefits were after the event from other business owners offering help and mentorship, she added.

“Plus, I received messages of support and have been stopped by several people in the community who said ‘I saw you’ or ‘I went to Pitch Night, and you did great.’ It is so wonderful to have the backing of your community.”

For the year ahead, Johnson’s focus is on “helping our repeat customers, growing new customers and having a home base for people to be able to find us,” she said.

“I love talking to our customers and consumers about our products and what their needs are.”

Look for her at festivals in Shakopee, Minnesota; Ralston, Nebraska; and in Aberdeen, Brookings and Sioux Falls, plus a new Gluten Free Expo in Omaha.

“And we are very excited to be joining the Falls Park Farmers Market as a new vendor this year,” Johnson added. “Gluten Free Please receives positive market response, especially at events, where we can tell our story and connect with others who have multiple allergies but who have been frustrated with most store-bought brands.”

Sixty-eight percent of sales in 2024 came from in-person events, she said.

“We have terrific repeat and die-hard customers who buy from us on a regular basis, and being at the Falls Park Farmers Market will help foster those relationships.”

In addition to its retail store presence and events, Gluten Free Please sells online through glutenfreepleasemixes.com and through Etsy, with free home delivery to customers in Sioux Falls. The reach has gone far beyond that, though.

“Our allergen-friendly baking mixes have been sold to places as far away as England and the Virgin Islands to Alaska and Florida,” Johnson said. “As a token of my appreciation, I write a personal note to each customer and include it in their box before it ships.”

Her advice to other startup entrepreneurs is to listen, learn and talk to other small-business owners.

“They have a wealth of knowledge and are willing to share what they have learned. Also, take advantage of the programs and opportunities available in our community. There are many,” she said.

“And really have a passion for and believe in what you are doing. Your passion will come across in your messaging. Being a business owner requires a lot of hard work and dedication.”

For information about Gluten Free Please, including upcoming events, store locations and ordering gluten-free baking mixes, visit glutenfreepleasemixes.com. The business also is on Facebook and Instagram with recipes, store locations, videos and other content.

“Things have changed a lot since I became gluten-free 20 years ago,” Johnson added. “I love talking to our customers and will always make sure they are the core of what we do.”