I keep a list on my computer called YOU ARE DOING GOOD. Every time the business is able to do something good — even as small as giving a little gift card to a local shop for employee birthdays, which we implemented this year — I write it on the list. I go to look at the list when I feel like too much of my job is thinking about money.
So much of running a business, even a mission-driven one that works so hard not just to be about money, is about money. Making money is always the first thing and never, ever, the only thing. Profitability is so boring compared to all the other fun things about running a business — getting to use amazing ingredients, hiring the most unbelievable people, meeting the best customers. Making money is just a game. But it’s a game we have to win in order to keep doing all the other fun things, and so: LL is fortunate to have an unbelievable bookkeeper who provides us with the best reports, a great Director of Operations who looks at the big picture, smarty-pants managers who ensure we’re humming right along productively and efficiently, and a slew of people from baristas to chocolatiers who are the lifeblood of this little operation. The business always reminds me of Strandbeests — so many moving parts that all have to work together, with customers being the wind (the actual wind beneath our wings, ok?) that fuel the machine, that keep it running. A glorious ecosystem, really.
As we round the corner on our 20th year in operation, I’m thinking about our mission for the next 20 and reflecting on where we’ve been. In 2003 I registered the name Lagusta’s Luscious and started a side gig making and shipping vegan truffles. It didn’t become a full-time thing until 2010, before that I was doing mostly savory private cooking. In 2011 the brick & mortar (it really is brick and mortar, too, really old red bricks from the 1890s!) shop on North Front Street opened, in 2016 we opened Confectionery!, and in 2023 we moved our production to our sparkling factory across town.
Through it all we’ve stayed true to our vision of using super high quality ethical ingredients, ultra eco-packaging, and ensuring that as best we can, the humans in our supply chain are treated with dignity and fairness. Since 2015 I’ve kept a running list of everywhere we’ve made donations and it’s over 250 different organizations, everything from animal and environmental groups to social justice and arts non-profits, many many local causes and even some funds for employees or community members who needed help. In the summertime when we do our Staff Collection boxes each staff member gets to pick a group to donate a few dollars from every box to. These little perks are what I love — trying to always push this business more toward being an agent of good in the world.
And FINALLY, it took three years to get here — but I’m writing my annual round up in the cafe without wearing a mask. Reading through past round ups they’re saturated with anguish about how hard the pandemic has been. This year was a reprieve from that particular hell and I want to take a moment to acknowledge it! Additionally, it’s no longer a strange sight to see one or two people working with a mask on because of a tiny sniffle or probably-allergies-but-who-knows sort of thing and this kindness toward everyone else is really wonderful.
What else?
The move to our new production space in February transformed the production/packaging/office crew’s jobs overnight, infusing them with an ease and spaciousness that were desperately needed.
Overhead is higher at the new production space so our huge focus in 2024 will be overhauling our packaging and production to ensure we’re working in productive ways in order to lower costs. ‘Twas ever thus, right?? I mean, we’re living under capitalism, we’re gonna always need to find ways to lower costs, right? Ugggggggggh. H8 it. But what we won’t do is lower wages, get rid of holiday bonuses, or compromise on ingredients or packaging when it comes to sustainability.
So, with all that in mind and because costs of EVERYTHING skyrocketed in 2023, our only choice is to work more efficiently.
Some of our, ah, more bespoke packaging might become a bit more mass-markety next year (hand foiled bars lovingly tucked into fiddly little boxes? Your days might be numbered…) but I don’t think it’ll be too bad. We’ll always be us.
The other big story of the year was almost closing our NYC baby, Confectionery!, then entering into an intense round of negotiations with our landlord and finally signing a 5-year lease with absurd rent increases every year. I’m savoring every second of time I get at Confectionery! and hope we can be on 9th street forever!
To celebrate, Maresa and I spent a few (incredibly grueling, if I’m being honest) days renovating Confectionery! with help from our upstate contractors, John & Bob, plus everyone who works at Confectionery! who came by to help paint and rip up floors and install shelves. I am truly awed by the result, it’s the most beautiful shop and my heart skips a beat every time I even see a photo of it or think about it.
A note from Kelley about her time at Confectionery! this year:
well obviously other than joining the team this may, I’d say the highlight of my year at confectionery was helping renovate. I started at the perfect time to see a true “before and after” of the shop, and the magnificent transformation is probably the number one thing custies have mentioned when they come in – other than how excited they are for vegan treats, of course ; )
-kelley
Our baby cannabis arm launched our THC confections line pretty much the second we could legally do so, and it’s been a RIIIIIIIDE. Have you ever launched an undercapitalized (like, always, right? It’s the LL way lol) business in an emerging market while that market is navigating beautifully-intentioned-but-awkwardly-executed social equity programs, lawsuits related to same, disorganized regulation implementation aaaaand outside funding pouring in, making it wildly difficult to make it as a *truly* small business? I don’t recommend it unless you have a strong stomach and the bonkers work ethic of someone who owns multiple other businesses, TBH. We’re doing it though and the pride we have in it is HUGE.
Ericka and Devon designed a swagged out merch collection that blew all our minds. A lot is sold out but not everything! I think we’ll bring back the turtle crewnecks because they were little clouds of perfection.
We made some SEX STUFF that was a joy, we collaborated with Tristan Taormino on a box of super sexy x-rated chocolates and it was so fun to make it all.
We suffered through our first FDA inspection during our busiest weeks of the year (when an FDA inspector watched everything we did for two weeks!!!!) and lived to tell the tale, plus we learned better ways to separate allergens that will make us a safer and better business.
We invented the GORP JAR to frankly use up lil bits of scraps and it’s been so fun and successful that we made bumper stickers about it.
MUG CLUB launches early next year and getting to work with Alexis again was the best.
We got a lot of nice press but the funniest thing was that our tote was on Gossip Girl????
April Fools was, as always, THE BEST.
A few fun products we launched: cheese powder!!
Custom barks (getting to make weird and x-rated barks all the time is NOT A SMALL JOY PLS KEEP IT COMING)! Campfire squares! Furious Mocha (hahahaha this video Ericka made is so funny)! I was very proud of this drink that didn’t sell enough to keep it on the menu!!
Probably like a billion other things that my brain can’t call up right now??
We raised thousands and thousands of dollars for many causes through our summertime Staff Boxes, donations tied to products, donations at check out on our website, and a fundraiser in November.
My personal biggest news story is that I got married and I wouldn’t mention it except that the whole thing was really an LL joint since the talented labor of so many folk I’m lucky enough to work with helped to make it the magical day that it was.
I’m also celebrating being vegan for THIRTY YEARS this year if you can even believe that so…..that’s wild to think about?!?!?! If lil 15-year-old baby vegan Lagusta could see the unbelievable variety of vegan cheese she would have access to in 2023 (not to mention candy) she would PLOTZ.
Away from navel-gazing and onward to MILESTONES! So many.
Kate celebrated her 10-year LL-versary. I can’t even!!! She’s in nursing school and only working PT, but having her in our world still is the hugest joy.
Rachel celebrated 7 years, Ericka 5, Ally 3. Literal gemstones of human beans, these ones!! The SPARKLE.
Big manager promotions: Chris came on board to GM the cafe and how did we ever get along without his humor and kindness? Hailey jumped into managing Confectionery and that place is SHIPSHAPE let me tell ya and as a bonus I get to see Hailey a lot which is a treat. Taylor signed on to production manage the factory and her skillfulness and talent have upped our game immensely.
OK THAT WAS A LOT AND I FEEL VERY TIRED NOW??
Here’s to the last 20 years, and here’s to many more — and endless thanks to you, the wind in our sails, for loving our little creations and allowing us to do this work.
xoxox
Lagusta
Past best-ofs:
2022
2021
2020
2019
2018
2017
2016
2015
2015 (more!)
2014
2013
2012
Lagusta's Luscious! 
Yay for the high-quality and ethical vegan aspects–those make it what it is, along with everybody’s hard work.
Thanks and best wishes