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California Riding Magazine • October, 2010 Sundance Kisses |
There is a familiar component in Julie Vance’s equestrian entrepreneur story. She started her Sundance Kisses horse cookie company to support her horse habit, but the enterprise has become so successful that she has little time to ride. Fortunately, the response she’s getting from the equestrian community has been so positive and fun that she considers it a fair trade off for not getting to ride much. Sundance Kisses come in three flavors: Goody Gumdrop, Black Licorice and Peppermint. Horses love their moist and chewy texture and people love their packaging. Polka-dots, ribbons and colorful labels adorn all containers. Best of all, most of the containers are re-usable. One-pound and three-and-a-half pound tin containers are adorable barn decorations that can be easily restocked from five pound buckets. The Trainers Circle program encourages clients to use their own cookie purchases toward cookie rewards for their trainer, while simultaneously cutting down on shipping costs and environmental impact. The program encourages barn mates to place three or more orders, which are packaged together and shipped directly to the stable. The family-run company is based in the Sierra Foothills town of Shingle Springs. Sundance Kisses has become a favorite vendor at several Northern California competitions, most notably those at the new Sonoma Horse Park. The irresistible packaging pulls in lots of little girls and the scent of the all-natural, fresh baked cookies has drawn more than a few equine customers off course and over to the sample buckets in Vance’s picket-fenced booth.
Vance first began baking cookies for her own horses. She’s an amateur hunter rider who owns the small training facility where hunter/jumper professional Pam Cross bases her Cantera Farms. The company’s “official taste tester” is Vance’s Arabian stallion Dark Shai, who doubles as Sundance Kisses’ logo model. Next, Vance began giving beautifully boxed cookies to boarding clients and friends. The great reception they received prompted her to broaden her efforts. She experimented with different flavors and made sure that her veterinarian, Dave Turoff, approved of all the ingredients. The tasty and healthy horse treats that resulted quickly gained a following. Last November, Sundance Kisses’ first wholesale shipment, to Lee’s Feeds in Shingle Springs, sold out in two weeks. More recently, Vance’s kitchen bustled with the production of 4,200 cookies in a single week. Thanks to word of mouth locally and Internet visitors, Sundance Kisses are now being shipped as far away as Florida and to all points in between. They have many uses. Dr. Turoff, who operates Foothill Mobile Veterinary Service, has found the goodies handy when horses need to be distracted from needles and tubes heading their way. Dr. Jill Higgins of Loomis Basin Equine Medical Center finds the Sundance Kisses useful in similar situations. Both have been big supporters of Vance’s efforts, as has the company’s first sponsored rider, top hunter/jumper professional Patrick Seaton. The horse community in general, and especially those who share the Sonoma Horse Park as a hub, have been remarkably supportive of Sundance Kisses, Vance reports. Holiday goodies are the immediate focus. Adorable stocking stuffer size cookie packages, tiny, shiny tins, and cookie tree ornaments are a few of the new offerings. Vance is also putting the final touches on a cure for crumbs in the pocket. The small drawstring bag made of washable muslin fabric enables cookie givers to carry and dispense the goodies without winding up with crumb filled pockets. “You just throw the bag in the washing machine every so often,” Vance says. Sundance Kisses has also branched out into adorable jewelry for horses and riders. Silver halter, bridle and spur strap charms are instant hits, along with silver zipper pulls for boots and vests. Affordable gift packages feature a small cookie pack attached to a charm. Vance’s 20-year-old daughter Alex has been busy keeping up with demand for bracelets made of silver, leather and suede. Enthusiasm may be Sundance Kisses’ secret ingredient. Vance loves working the shows, handing out samples and interacting with horse lovers drawn to her cheerful, wholesome product. The good vibrations extend to a sense of cooperation and support among fellow entrepreneurs and business people on the show scene. “Being in this environment of people who love horses is just wonderful!” she concludes.
For more information on Sundance Kisses, visit www.sundancekisses.com or call Julie Vance at 916-508-4626. |
