Starting a business means meeting challenges and overcoming obstacles.
Jennifer Lee, owner of Gabby’s Choice, the Alpharetta-based maker of Rice n Simple brand microwaveable packaged rice meals, has done that throughout her life.
Born with polio, she earned an undergraduate degree in her homeland of Taiwan before moving on her own, and knowing little English, to Athens in 1984. There, she earned a master’s degree in accountancy at the University of Georgia.
After two decades in the U.S. in various business consulting jobs, and after becoming a U.S. citizen, she moved back to spend time with her family in Taiwan in 2001. It was during her stay there that she came upon the idea for Rice n Simple. Her 3-year-old, privately held startup has three other employees, as she contracts out her manufacturing, warehousing and distribution.
Lee handles or oversees every aspect of the operation, from testing recipes in the kitchen to writing the words on product packages to dealing with suppliers.
She’s had some success. Rice n Simple’s variety of jasmine rice meals have made it onto grocery shelves in select Kroger stores and other top retailers. Brown rice meals are coming.
America, she said, “is the best country. We are not perfect. But American people are always talking about how to improve. Most of the people I’ve met are very positive people. And American people are very nice.”
She talked about her business:
Q: How did the idea of Rice n Simple come to you?
A: One day, when I was working in Taiwan in 2005, I left the office late and I was very hungry and wanted to find something quick and easy, but healthy to eat. So I saw one of the Japanese-type short grain microwave-type rices in the market. I bought it and the first bite hit me. Usually I'm not a microwave fan. But that food didn't taste like microwave. What also occurred to me was that my old roommate would burn or overcook rice and that it would take almost 30 minutes to make it. It hit me that this would solve that problem. And it would solve a lot of working women's problems.
Q: You had no experience in the food business or as an entrepreneur. How did you convince a company to make your product?
A: I was crazy. (Laughs.) I was very serious. I came in and said it will be a wonderful product for Americans because they don't have a rice cooker. I persuaded a new VP-marketing to create some American version of the rice samples for me. I guess I just did it. I didn't think about it too much. Maybe that was the good part.
Q: But it wasn’t easy getting stores to take your product.
A: I approached a lot of companies. I sent out emails. I sent out samples. They said this rice is too expensive ... nobody is going to buy your product. Everybody said Uncle Ben's price is so good nobody's going to buy yours.
Q: Finally you landed with Kroger.
A: I knew Kroger very well because I went to school in Athens. That was the biggest store to me. I called them and they referred me to their rice category manager. A year later he agreed to meet me. Then they started to carry our products. It overwhelmed me.
Q: Has language been a barrier as you developed your business?
A: It's very difficult coming up with words for the packages. For example, I had to learn exceptional, delicious, convenient. English is very beautiful, but it's so hard for me to learn. I hired an English editor to check them for me.
Q: What’s been the biggest challenge?
A: You wake up every day and you have to believe in yourself that you can make it. Even if the whole world told you that you can't make it. But it is out there. You have to solve the problem.
Q: What drives you?
A: I want to do more. I feel everybody has a mission to this world. I believe that. I can help more people. I want to bridge the gap between Western and Eastern culture. I want to connect people.
Q: How has polio affected you in business?
A: I have to say it's always a physical challenge. I have to keep healthy. I have to exercise continually to avoid degeneration. At the same time, I can connect to more nice people. It helps me to be stronger. I have a very strong mind. I had to overcome a lot of challenges. And that becomes part of me.
Q: What is your vision for your company?
A: We want to be a global brand. We call ourselves the best cooked rice on the market. This is a big market. A huge market. Someday this will be a very common food.
Meet Jennifer Lee
Age: 52
Residence: Alpharetta
Birthplace: Taiwan
Education: Master’s from University of Georgia
Hobbies: Travel, painting
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