North Las Vegas’ Jadon Foods offers safer choices for those with restrictions
The expression goes, "Once on the lips, twice on the hips."
North Las Vegas-based gluten-free bakery Jadon Foods operates by a more scientific philosophy.
It caters to those with celiac disease, a dietary intolerance to gluten, but also preaches the gospel according to healthy choices.
Nutrient-rich foods today equal fewer health complications later, said owner Jane Lee.
Lee, a former financial industry bigwig, didn't sit idly by while her parents developed dietary restrictions as they aged. Although her late father battled Parkinson's disease and diabetes, he refused to alter his diet and continued his sweet tooth ways, much to his family's chagrin.
Lee took action.
"I said, 'Dad, let's make a deal. If I make foods that satisfy you and are healthier for you, will you agree to only cheat occasionally?' " Lee said.
Her dad's compliance -- and eventual fandom of her gluten-free, nutrient-laden cookies and crackers -- launched a career change and move for Lee.
The family 'met in the middle' of their homes in New York and California in North Las Vegas in 2007, when Lee started researching how to market her product.
"I enjoyed baking but never took it as a vocation," she said.
She honed her business plan and now works business-to-business in cookies, crackers, pet treats and gift baskets. Lee has hopes of expanding her tiny empire on a global scale.
Lee has become a student of dietary science, she said, as she seeks out the latest in clinical research on gluten-related ailments.
For instance, she keeps herself informed of findings about the links of celiac disease to auto-immune and cardiovascular diseases as well as the correlation between gluten consumption and the onset of such problems.
Lee often modifies her recipes -- from her custom gluten-free flour mix to the sweeteners she seeks -- based on researchers' findings, she said.
Most of her recipes are as void of unnatural products as Lee can get them, she added.
Lee said she's happy to join other food companies that comprise the gluten-free market.
"It used to be a very small (market) and occupy a small section of the grocery store," she said. "Now there is an entire section devoted to gluten-free product. There is a growing awareness."
Lee hopes to reach the wide subset of the population that seeks gluten-free goods, from the family members who want to support their gluten-intolerant loved ones to proactive sweet tooths to those who just like her treats.
Each product is individually packaged to prevent contamination.
Jadon Foods can be found online or via some clients, to which the treats are sold wholesale.
Popular treats include gluten-free chocolate chip cookies, snickerdoodles and butterscotch pecan cookies.
"I like them, and I don't have dietary issues," said Paula Asadurian, owner of custom gift basket supplier One Park Place.
Asadurian fancies herself customer-turned-client-turned-business-partner to Jadon Foods.
She was introduced to the project about a year ago, she said.
She included the treats in gift baskets after purchasing them for herself.
"I have a habit of trying everything," she said. "It's not good for the waistband, but at least I know what I'm putting in my baskets."
The companies' business relationship evolved, and now One Park Place arranges Jadon Foods' gift baskets for clients.
"We help one another out," Asadurian said. "She's a great strategic partner."
Jadon Foods employs about six people. Lee said business and interest have steadily grown together despite the economic downturn.
"We been fortunate because we offer a unique product," she said. "People come back for the taste all the time."
Asadurian fielded other complimentary user responses, she said.
"One of my customers -- this is corny -- said, 'They are a "more-a" cookie, cause I want more-a them,' " she said. "They are very well-received."
For more information, visit jadonfoods.com.
Contact Centennial and North Las Vegas View reporter Maggie Lillis at mlillis@viewnews.com or 477-3839.
