Executive Suite: Love and Quiches

Love and Quiches Desserts was a family affair from the get-go.

"In the beginning, the kids would have to come home and crack eggs," said the Freeport-based bakery's chairwoman and founder, Susan Axelrod, 70.

That was 1973 in the family kitchen. Today, her husband, Irwin, and their son and daughter run the global business that employs more than 200 people.

After practicing law for 10 years, her son Andrew joined the company in 1992 and is now its president. Their daughter, Joan Axelrod Siegalwax, came on board in 1996 and serves as vice president of sales and marketing.

Over the years, the menu expanded from frozen quiches sold to local restaurants to cheesecakes, carrot cakes, brownies and other desserts that go to airlines and restaurants in the Middle East, Asia and Europe.

"I was supposed to be a high school English teacher," she said. "I developed a passion for cooking and food."

The business moved to its current location in 1980 and has grown and adapted as the industry changed with such additions as a computerized inventory system that tells them what they have and what they need, down to a single tablespoon of vanilla.

The 2001 terrorist attacks hit a big sector of their business: airlines.

Air travel dropped after the terrorist attacks, and airlines canceled orders. That prompted them to move to a "just in time" business model, so they fulfill orders quickly and reduce their exposure to events beyond their control.  

What do you look for when you hire?
"We look for competency. [And] see if there's a personality fit -- if they can fit into the company culture. It's not just skills." 

How do you manage people?
"You have to respect your employees. We have town hall meetings and invite the input of all. " 

How did the economic downturn affect your business?
"We cut out wherever we could. We watched every single solitary expense. We also, at the same time, bought a tremendous amount of equipment. We've doubled and sometimes tripled our output during this period with this new equipment. It's not that we're laying people off, it's that we're redeploying them so you can grow with the same amount of people with the right equipment." 

How does a long-established business innovate and grow?
"You always have to be ahead of the curve. We look for new channels of business. During the past five or six years we opened an office in Dubai for export. We're developing products for the [convenience stores]. They're trying to upgrade their offerings. They're selling products that cost a little more. People will spend $2 for a brownie. That's a new channel of business for us, pre-wrap items." 

How is working with your family?
"We're a very tight family. You try to separate yourself and not let your personalities come into it, but it's very hard. You have to learn to set these parameters. Sometimes I feel like choking my son, but I don't, and I don't show it to anybody."

CORPORATE SNAPSHOT 

NAME: Susan Axelrod

TITLE: Chairwoman

COMPANY: Love and Quiches Desserts

BUSINESS: Desserts and baked goods

LOCATION: Freeport

TYPE: Private company

REVENUE: $30 million to $50 million

EMPLOYEES: 225 to 250, depending on the season