Lizanne Falsetto

CEO Promotes Prevention Through Think Products

By Andrea Zarczynski

Few former fashion models have a tight-bond with their local grocery store, but Founder and CEO of Think Products, Lizanne Falsetto, is an exception. National retail and wholesale stores including Whole Foods, Trader Joe’s, and Costco now distribute seven different brands (25 different flavored bars priced from $1.29 to $1.69 each) that are Falsetto’s gluten-free food business. Based in Ventura, Think Products is one of the largest independent nutrition bar companies in the nation.
“The secret to this type of business success consists of one part life experience and two parts passion, says Falsetto, who adds that eating on-the-go as a model taught her the importance of good nutrition. “You know the old saying, ‘You are what you eat,’ right? I really had a strong desire to make a difference because I have many close friends and family members that have been diagnosed with cancer and other immune system disorders.”
When she finished modeling, Falsetto felt a strong desire to continue working independently. She decided to use her knowledge of wellness to create something tangible for the public. “I thought that it was important to have some sort of food on the market that was a natural and healthy snack-designed item,” she explains. Think Products was born eight years ago in the CEO’s home kitchen with just one other person. Today the brand features its own professional laboratory and retains a total of 20 employees. “I remember when we got our first paycheck and it was for $60.” Falsetto recalls, “We thought we had died and gone to heaven!”
As popular as her brainchild bars are today, there were obstacles along the road to success. When Think Products began, there were only a few other nutrition bar companies. Breaking into the food industry with a newer product line was a challenge. Buyers had to be educated on the need for nutrition bars. Another hurdle Falsetto overcame was building a team of people who could grow with her business.

Some entrepreneurs might be satisfied with Falsetto’s achievements to date, but this driven CEO says that her greatest moments of success are still ahead. “I look at what is going to happen in the future and I smile,” she says. “People are starting to associate Think Products with a good story, one that’s true. That puts a halo over our food. I think that our core brand is ready to become number one.” Falsetto explains her company goal is to continue raising awareness about cancer prevention while remaining “the voice of the national industry for disease.”
Falsetto wants to raise awareness around disease and food because she believes that eating nourishing food and living a healthy lifestyle are major players in preventive medicine. She is convinced that a cure for cancer will appear within our lifetime. Over the past year, Think Products has donated over $250,000 to different cancer education and research organizations, including the California Diabetes Foundation and the Susan G. Komen for the Cure. This year the company also held its Third Annual ThinkVitality Fashion Show during the Natural Products Expo West event in Anaheim. Falsetto explains that, “Every time you eat a (Think Products) bar, you’re giving something back. If everyone in the natural industry gave one penny of everything they sold to health research and education, we would make such a big difference.” Also on her wish list is forming a partnership with Cedars-Sinai Medical Center based in Los Angeles to generate philanthropic funds and record a CD and DVD that explain to hospital patients the benefits of the natural world and preventive self care.

Think Products aims to be the first company of its kind to market new foods under the “vitality” umbrella. The brand focuses on functional ingredients and calls out to a diverse customer base with uniquely named flavors like “Blueberry Noni” bars. Falsetto is careful to stay within her brand, maintaining a clear, consistent marketing message. She wants the label-reading consumer to see the brand as simple, clean, delicious food founded on sound research, integrity, and taste.
Falsetto says that her company could potentially become the “Martha Stewart” brand of the natural health world by building itself off many different lifestyle categories, from yoga gear to the frozen food isle. Falsetto remains undecided if she will ever take that journey, but does express interest in adding new snack foods to her current product line. She reports that new, nut-based foods are in the works and will soon launch a “savory, salty” sector to Think Products.

What factors were critical to the novice entrepreneur when forming her own business strategy? Falsetto asserts that education is key. Equally important are smart business moves, self-education, and mentorship. She adds that a lack of education should never keep anyone from believing in his or her dreams. She says that following trends, looking into the future, and trusting your instincts are all vital to business success.
“It takes a team to build an empire. A CEO must be the overhead thinker of their company.” Falsetto explains that she has learned to listen to her staff and focus on keeping the company moving in one direction. Falsetto keeps her company on track by making several monthly visits to her company laboratory and putting in overtime on a regular basis. She takes pride in knowing how to perform and train someone for any job within her company. “I’m even good driving the forklift,” Falsetto laughs.
Before Falsetto’s father passed away in 2007, he taught his daughter some important business lessons. She remembers, “My dad said you always have to have passion. If you don’t have butterflies in your stomach before you do something, you are not doing the right thing. I always have those butterflies.”

Learn more about Think Products at www.thinkproducts.com or contact the company at 866.98.THINK (84465)