top of page
Stand-Out-in-Crowded-Categories - grapfruit in oranges.jpeg

Create a Brand
that Customers Crave.

Coaching and courses to help you launch and grow your specialty food brand.

Hi there!

I'm Jill.

I help passion-driven food entrepreneurs transform their products into standout brands.

I'm an award-winning entrepreneur turned brand strategist and trusted startup advisor.


I founded Fretzels by Jill in 2005, launching as an online chocolate pretzel gift business – way back before e-commerce was a thing –  with just $300 my grandma gave me to buy chocolate.

Over 12+ years, I grew it into a nationally recognized brand, featured on The Today Show, The Rachael Ray Show, and in The Wall Street Journal. I also secured retail partnerships with Nordstrom, The Fresh Market, and various independent specialty food shops.

When I started, I had no idea how to run a business – and I certainly knew nothing about the food industry. I learned as I went and made a ton of mistakes. Mistakes I now use as lessons to share with the next generation of entrepreneurs.

Let's work together!

There are a few ways we can work together.

You have a vision and a product you believe in, but turning that product into a thriving brand - and business - can feel overwhelming.

Navigating the complexities of branding, marketing, and sales while trying to stand out in a crowded market is a challenge many food entrepreneurs face.

That's where I come in.


I specialize in helping early-stage food product entrepreneurs like you understand that success is more than just having a great product. It's about strategically creating a brand and a business around that product.

Imagine having a brand that doesn't just attract customers but turns them into loyal ambassadors who champion your product and share it with the world.


Together, we'll craft a compelling brand story that resonates deeply with your target audience, differentiates you from competitors, and drives sales.

Launching and growing a food business is really hard!

(I should know. I've been through it.)

Launching and growing a food business is really hard!

(I should know. I've been through it.)

Launching and growing a food business is really hard!

(I should know. I've been through it.)

Let's work together one-on-one to build your unique brand, brainstorm ideas, create a clear plan for growth, or work through any issues or opportunities you encounter. 

1:1 Coaching

Small group sessions where you'll get individualized attention, with the added benefit of peer learning.

Group Coaching

Learn step-by-step how to confidently craft your brand, stand out in a crowded market, and drive sales growth.


Featured in

What People Are Saying

Not only did Jill streamline and strengthen my ideas, but she served as an excellent teacher along the way. Jill challenged me in ways that have strengthened my ability to be the CEO I am today. 


Since working with Jill, I have gained insight and confidence in brand storytelling that has helped me in attracting more customers.

Without Jill, I would never have been able to look at my brand through my audiences' eyes and simplify my brand story.

I understand the struggles you face.

Balancing creativity with business strategy, finding your unique voice in a saturated market, and fostering genuine connections with your audience.


My approach is personalized and hands-on, ensuring you feel confident and empowered every step of the way.

With my guidance,
you'll learn how to:

•  Define and articulate your brand's unique value proposition.

•  Build a memorable brand that stands out and stays top-of-mind.

•  Engage your audience through powerful brand storytelling.

•  Convert loyal customers into enthusiastic brand ambassadors.

•  Boost your sales with effective and authentic marketing strategies.

You don't have to navigate this journey alone.


Let's transform your food product into a beloved brand that not only survives but thrives. Together, we'll make your vision a reality.

bottom of page