Mama knows best

Donna McCormack’s relationship with Business Mentors New Zealand could be described as a mentoring partnership made in ice cream heaven. Together they already have branding and distribution licked.

As the demand for low-sugar food grows, the search is on for guilt-free treats. 

One business that’s tapping that trend is Mama’s Scream-licious – the Wellington-based health-conscious
ice cream manufacturer.

Already known for its do-it-yourself powdered ice cream kits for the home chef, Mama’s Scream-licious has just unveiled its latest product with 50 percent
less sugar. 

The new offering is a smooth creamy vanilla flavour – a perfect base for home chefs to create their own indulgent flavour.

Californian-turned-Wellingtonian Donna McCormack, the founder of Mama’s Scream-licious, hopes her new ice cream offering will be popular with the health conscious, as well as mums and dads who wish to limit their children’s sugar intake.

“Ice cream is one of those things that should be open to everybody to enjoy, even those who are watching what they eat,” says Donna. “So, I created Mama’s Reduced Sugar blend; it’s fun, low in sugar, but most importantly it’s every bit as delicious as my original, indulgent blend,” she explains. 

Donna first entered the ice cream game when she created her alcohol flavoured varieties – ‘a lick with a kick!’ she calls them. The idea for a powdered ice cream kit only came about when Donna was approached to share her recipe following her three Silvers at the 2015 New Zealand Ice Cream Awards.

After employing the services of a chemist, the powdered recipe was perfected, but now the challenge for Donna was taking her products to the people.

To do this she turned to two business mentors, Tammy Louisson and Dave Freeman, both volunteers for Business Mentors New Zealand (BMNZ), a not-for-profit service supporting small businesses across the country. 

“I chose BMNZ mentors after calling a number of small businesses who I knew had worked with the organisation,” recalls Donna. “All spoke highly of the calibre of the mentors and the solutions and expertise on offer.” 

Tammy’s experience in marketing helped Donna revamp the brand and packaging. 

Dave, whose expertise lies in retail management, assisted with distribution.

“We worked together on understanding exactly who Donna’s target market is, and how she can reach this group,” explains Dave. “From there I was able to help Donna navigate the process of getting products in supermarkets and what this would mean for her business, and bottom line.” 

Dave offered sound feedback mechanisms based on his years of experience, “so you can tell which new idea is failing and which is succeeding”, says Donna. “The encouraging part of all this interaction is that hopefully one is not led astray into the wrong direction, as the mentor helps to look ahead and guide your circumstances.”

For Donna, the advice was invaluable. “You really can’t pay for the calibre of advice I received from both Tammy and Dave,” she says.

Perfect match

So what’s Donna’s advice for other business owners wanting to successfully engage with a mentor? 

“I think it’s important for your mentor to have corresponding experience that pertains to your business profile. It’s not [a case of whether] you have a problem or not, it’s how you solve it that can make or break your circumstances,” she says. 

“Seeking out new ideas in how to solve problems through the eyes of your mentor can make all the difference and those solutions should be business specific.”

Donna describes the mentoring process as quite simple. “You meet according to their schedule, and about every other month. Some mentors encourage email or the occasional phone call.”

She recommends BMNZ “primarily because of the calibre of their mentors”. 

Most of the mentors are actively working executives who have a pulse on current marketplace conditions, she says, or they are retired executives with a broad knowledge of their respective field. 

“These are executives you would not normally have access to or probably be able to afford as consultants – so their guidance and knowledge is invaluable.”

The sign-up process is also very simple, she says. “I explained what my needs were and what I was hoping to achieve. I was then married with the appropriate mentor who had business experience suitable to my business profile.” She was particularly interested in distribution. 

Donna’s next steps are to continue to expand her range of products. A dairy-free vanilla blend compatible with yogurt or dairy-free milks, such as almond or coconut milk, is currently in development.

“As a Californian native, I can really appreciate the fabulous natural produce New Zealand has on offer, perfect for budding chefs of all ages wanting to make their own unique flavour of ice cream!”    

This article created with assistance from Business Mentors New Zealand – the not-for profit dedicated to supporting the success and growth of small businesses through the knowledge and experience of its mentors. 

What is the Business
Mentoring Programme?

The Business Mentoring Programme provides 12 months of confidential one-on-one advice for owners of small and medium-sized businesses who want to grow or need help to solve specific business challenges. They also offer a six-month Start-up Business Mentoring Programme.

Business Mentors New Zealand was established in 1991 with approximately 2000 volunteer mentors across the country. In 27 years of operation, Business Mentors New Zealand has mentored over 72,000 SMEs. 

For more go to www.businessmentors.org.nz