Purdue grad’s gummy candy on line in ‘Shark Tank’ episode

Laura Willis, a 2011 Purdue University graduate, created a saffron gummy bear candy that will be featured on Shark Tank. (Photo provided) Download image

WEST LAFAYETTE, Ind. - When Episode 23 of ABC’s “Shark Tank” airs Friday (May 5), the saffron gummy candy created by a Purdue University graduate will be on the line.

Laura Willis, who earned a degree in food science in 2011, is the director of product development for Rumi Spice, a Chicago-based company founded by U.S. Army veterans. As a team, they have a mission to empower farmers in Afghanistan by helping them cultivate and harvest saffron.

Willis, a native of Mount Vernon, Indiana, said she had a mix of emotions about the idea of the hardcore business titans testing her candy.

“I was very, very excited to have the Sharks try my saffron gummies, but at the same time I was nervous that the Sharks would say something along the lines of ‘These are horrible. Do not hire whoever made these.’”

The benefits of that appearance could be far-reaching, added Willis, who had the opportunity to produce and present the gummy candy just days before the Rumi Spice owners flew out to tape the show in California.

“There is so much that can change and happen just from appearing on Shark Tank,” she said. “First, just the preparation for it has been a crazy learning experience. You learn firsthand how important it is to have good business relationships with everyone from your graphic designers to label printers and box suppliers … just everyone.”

The team also had to prepare for potential challenges. For instance, if TV viewers respond favorably to the saffron products sold by Rumi Spice, the company will need to brace for a surge in traffic - which could potentially crash its website. 

2011 Purdue University graduate Laura Willis, pictured here with a family in Jordan, created a saffron gummy bear candy that will be featured on Shark Tank. Download image

“This is potentially the biggest marketing moment a company can have, and we needed everything to be as perfect and ready as possible,” Willis said. “Luckily, everyone has been very supportive in light of the madness we’ve put them through since finding out our air date several weeks ago.”

According to Laurie Lambert Van Keppel, career services and external relations coordinator for food science, Willis’ initiative with the saffron gummy candy is indicative of what food science graduates can accomplish in the industry.

“Laura is doing all the things that Dr. Suzanne Nielsen (professor of food science) and I teach our students in our three food science seminar courses - take on challenges, let people know what you’re capable of doing and promote yourself,” Van Keppel said. “Laura is now reaping the benefits.”

Chance meeting leads to national audience

Willis met Kimberly Jung, the CEO and co-founder of Rumi Spice, in 2016 during the Natural Products Expo West in Anaheim, California.

“She excitedly told my former boss and me about her company and its mission of peace,” said Willis, who was working as a food scientist for Ferrara Candy Co. at the time. 
“She showed us photos of Afghanistan farmers and the saffron harvest.”

Willis exchanged business cards with Jung but thought nothing more would come of the interaction. However, Jung later followed up and mentioned that she wanted to hire a food technologist at some point.

It was at that time that Willis mentioned the idea of making saffron gummy candy, although she didn’t think it would have much marketing success. “I did tell her to send me some saffron and I would make some saffron gummies in case they would like a product like that in the future.”

That’s when the daydreaming about the possibilities of creating products with saffron started, Willis said.  “I finally sent them my resume and an email, explaining why they should hire me to help with product development.”

However, that type of job wasn’t in the budget for Rumi Spice - just yet. They did send Willis saffron to make the candy, at her request. “I really thought they should be putting saffron in some type of product to engage people, helping them remember or learn what saffron tastes like,” Willis said.

On her way to the Food Science Student Professional Development Days at Purdue University last year, Willis decided to stop by Rumi Spice, where she presented the saffron candy to the founders.

“They were amazed,” Willis recalled. “They immediately offered to hire me and make me the director of new product development. Then they asked if they could give the gummies to the Sharks in three days when they flew out to Los Angeles to produce the show.”

Willis basically replied with a no. “I  told them that they were not good enough for the Sharks.” So, within just a couple of days, Willis made a fresh batch of saffron gummies complete with packaging so that the co-founders could present them to the Sharks.

The candy, which is called “Saffron Gems,” is made of natural ingredients, including organic tapioca syrup, organic evaporated cane juice, pectin, citric acid, carnauba wax and premium Afghan saffron. The product is designed to be naturally vegan friendly.

The “Shark Tank” episode featuring saffron gummy bear candy created by Purdue University food science graduate Laura Willis can be seen online at http://abc.go.com/shows/shark-tank/episode-guide.

Contact: Shari Finnell, 765-494-2722, sfinnell@purdue.edu 

Agricultural Communications: (765) 494-8415;
Shari Finnell, Manager/Media Relations and Public Information, sfinnell@purdue.edu  
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