We had the good fortune of connecting with Cassie Green and we’ve shared our conversation below.
Hi Cassie, is there something that you feel is most responsible for your success?
I think two big qualities that have helped me be successful (and of course we all define success differently) are my tenacity and action orientation. I’ve owned my own businesses since 2008, first an organic grocery store in Chicago and one in Dallas called Green Grocer. Then I built a robust health coaching practice which I scaled back because we started really growing our locally produced immune supportive elderberry syrup business. Over these nearly 13 entrepreneurial years, I have seen the edge of exhaustion many times, failures, disappointment, stress-you name it. But I think my (and my husband/biz partner’s) ability to just keep going has helped us to move into a business that is sustainable not only financially but also health-wise. It’s like that old Churchill quote “If you’re going through hell, keep going.” I also am a person of action. A lot of people talk about ideas of what they want to do and that’s okay but when I want to do something, I make a decision and jump in. I’m not suggesting impulsivity, although I can be impulsive at times, but instead when you find yourself talking and talking about something that clearly interests you enough that you can’t get it out of your brain, take that first step. It’s normally what you don’t do that you regret, not what you do.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
My business is Cassie Green Health, which produces the best quality, immune supportive elderberry syrup. Elderberries have been used for centuries by traditional cultures to help ward off bacterial and viral infections and in recent years there have been clinical studies done that show elderberry syrup helping to shorten the life of the flu. Our elderberry syrup has been shown to help people with their seasonal allergy symptoms (and it doesn’t suppress the immune response like the OTC allergy meds). Our elderberry is made with organic ingredients, sweetened with just a touch of Texas wildflower honey and contains no thickeners, stabilizers, preservatives or emulsifiers. I love it because we started out as fans of the product when we used to carry it at our local grocery store. A family in DFW produced it and when they moved out of state, they asked if we’d like to buy their company. We did and put it under my health coaching brand. Since then we have grown it from being sold in three locations to over 200 as well as direct ship on our website (www.cassiegreenhealth.com) and Amazon prime. I love hearing how much it has helped people avoid the annual bout of bronchitis or pnemonia they used to have year after year or how it’s helped them survive allergy season without side effects (and cost) of a pharmaceutical. It makes me jump with joy, sometimes literally! I’m looking forward to developing another product to compliment our elderberry syrup. We have just started working on our next recipe, which is really exciting. People have come to trust the quality of our product so I think when we launch our newest addition, they will be pumped to try it. Since I have so many years in the wellness and clean food world, I think folks understand how high my standards are. Every entrepreneur has challenges and those continue throughout the journey. My husband and I always talk about how it’s not that you won’t have any problems to solve, it’s just that you have better problems. Sometimes we are told that when we are on “the right path” that everything is going to be smooth sailing all of the time and I just don’t think that’s accurate. Life is weird and shit happens and owning a business is no exception. But if you can hopefully solve your challenges and keep moving foward, it ends up being a pretty fun way to make a living! I’d suggest two things to anyone reading this: 1. If you have the dream of owning your own business, find a way to try it out. Start with a low stakes part time side hustle. You don’t need to blow up everything in your life to try entrepreneurship. Find some coaches/guides/books/podcasters who align with your approach and learn from them. Give it a go. 2. If you have allergies or annually get a cold, the flu (or worse), start taking our elderberry syrup five days a week, 1-2tsp per day. Before we bought the elderberry syrup company, I was already a believer because it rid me of my allergies that I had for years. It’s been a game changer and it’s such a healthy thing to add to your daily (or almost daily) routine.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Clearly most of what I want to do is eat and drink wonderful things with some outdoor time peppered in there! A few must visits when people come to DFW: Tribal All Day Cafe (Dallas) Sundown at Granada (Dallas) Origin Kitchen (Dallas) The Gem Juice Bar (Dallas) Noble Coyote Coffee Shop (Dallas) Righteous Foods (FTW) Meyer & Sage (FTW) Black Coffee (FTW) The F.O.E. pool (Dallas) White Rock Lake (Dallas) Trinity Trails (FTW) Fort Worth Nature Center Fort Worth Botanic Garden
Who else deserves some credit and recognition?
My husband Gary Stephens is the person who deserves the biggest thanks in my life. I feel fortunate to have a lot of loving and supportive friends and family but Gary is truly my partner in every sense of the word. He provides stability, grounding, love, cheerleading, perspective and a whole lot of fun. It’s hard to imagine who I would be without him but I can say I wouldn’t feel nearly as satiated with life. I want everyone to have their own version of Gary in their lives!
Erica Batterman, @bowlobsessed on IG