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In my last newsletter, I mentioned Autumn Berry Inspired, a company that buys autumn olive berries from farmers and sells them as value-added products. Well, I have some exciting news: I was able to interview them and share it with you all!
Autumn Olive-Habenero jam
Q: What originally inspired you to start finding commercial uses for autumn olive berries?
A: “I saw a disconnect between what grows locally and what people actually eat. I felt our industrial food system and modern lifestyles have left us ignoring the garden of Eden that still exists around us. I decided a commercial product made of this forgotten, abundant, wild food would be an appropriate form of rebellion that could inspire wide-spread questioning of the norms and reconnect people with nature. I empathized with autumn olive and felt the opposition to it was a symptom of a traumatized, disconnected society that felt compelled to fight and control nature with the industrial farming and warfare approaches that have been applied around the world. If we could find peace and even profit in this forgotten natural resource, perhaps we could better understand and heal our collective traumas of colonialism and environmental devastation.”
Q: How did you determine that processing them into value-added products like jams was a viable business opportunity?
A: “Fresh autumn olives can be tasty, but also tart or astringent. Plus, selling raw berries could spread the seeds to compost piles and backyards, so I feel processing the fruit into value added products is the way to go. When the berries are cooked, dried, juiced, or fermented, the astringency disappears and the complex and delicate flavors can be enjoyed. Packaged products store better and can have a nice label that attracts people and explains this new concept for a "new" food made from a resource considered to be invasive.”
Autumn Olive jam
Q: How do you spread awareness and educate people on the culinary uses of a niche wild ingredient like autumn olives?
A: “Social media has been a great way to reach people with niche interests and needs. Finding upcoming and established food producers has allowed us to tap into existing audiences and to expand the potential that people can see in this ingredient. Many artisan bakers, restaurants, brewers, ice cream makers, etc., want to excite and grow their customer base with new offerings. When they use autumn olive as an ingredient they are seen as cutting-edge, ahead of the curve trend-setters who care about sustainability and building a more resilient and egalitarian local food system.”
Q: What advice would you give someone wanting to start a business utilizing an abundant but underused wild edible (even an invasive one) in their region?
A: “Seek out and serve your early adopters. Some people will naturally be attracted to the concept, the taste, or the business opportunities. Learn about their needs and preferences and shape your product and message to thrill and benefit them the most. Figure out how to grow your supply chain and how you can guarantee consistency in quantity and quality. Experiment and innovate, but don't get lost in the multitude of directions. Focus on making something that is familiar but also new and distinguished. Sharpen your value proposition and let the product embody that value.”
Q: Have you faced any regulatory hurdles related to selling foraged ingredients as a core part of your products?
A: “We operate in Illinois which added autumn olive to its Invasive Species Act in 2015. This made the prospects of farming or selling fresh fruit more difficult. The Illinois lawmakers crafting the bill added and amendment to allow us to continue making value-added products form autumn olive. We have always followed all the requirements and guidelines of the health departments and never had challenges there.”
Q: What's your vision for seeing more niche, foraged components introduced into food products going forward?
A: “Political and climate instability will lead us to discover new ways to feed and care for growing populations. More holistic approaches and scientific research will reveal the value hidden in niche species like autumn olive, knotweed, kudzu, etc.. This will inspire early adopters to create cottage industries that will attract larger industries to act on these opportunities.”
Q: Why is integrating invasive species and wild edibles into our food system so important?
A: “Our tech-focused society of instant gratification distances us from nature and our food system. Each generation relies less on the foods we produce and discover ourselves and more on what is curated by industries. We risk surrendering our human autonomy when we fear and ignore nature, becoming easily exploited domesticated creatures. Learning and utilizing the wild foods that grow around us is a reminder that we are also wild at our cores, and we should not allow ourselves to be penned up and exploited.”
Q: What have you found the most fulfilling, fun, or enjoyable with your business Autumn Berry Inspired?
A: “Sharing the thrill of foraging with others has been the best part of operating Autumn Berry Inspired. I equate foraging and wild plant identification with finding hidden treasures. The dopamine responses we experience when finding something of value in nature reconnects us with our ancestors. They had to rely on what they could gather using their senses, knowledge, and intuition. Nowadays, people experience similar dopamine rushes when they collect treasure in video games or find great deals while shopping.
When gardening or farming we expect our investments to be productive and reliable like machines and we struggle with the disappointment of unreliable yields and competition from "weeds". Yet, when we forage, we expect less and receive the value and abundance of nature as gifts that surprise and enchant us. Connecting others with this experience builds community and helps expand our place of comfort and belonging in the world.”
I for one relate to Dustin's concern for our food system, and his reasons for why utilizing wild foods is so important.
One final note: Dustin has an update as to the state of Autumn Berry Inspired that he shared in a statement to me:
“For over a decade, Autumn Berry Inspired, produced and marketed food products (jams, puree, and fruit leather) made of autumn olive fruit. In 2023, the company sold out of its inventory and took a pause to develop new directions and products to be announced and sold soon. Please follow our social media accounts to see what we've been up to.”
You can find Autumn Berry Inspired on Facebook, Instagram, or at their website:
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