Purpose Before Profit: Andy Sheldon Of The Cookie Department On The Benefits Of Running A Purpose-Driven Business

An Interview With Chad Silverstein

Success isn’t just about hitting revenue targets, it’s about scaling with purpose and ensuring we stay true to our mission while growing the business.

In today’s competitive business landscape, the race for profits often takes center stage. However, there are some leaders who also prioritize a mission-driven purpose. They use their business to make a positive social impact and recognize that success isn’t only about making money. In this interview series, we are talking with some of these distinct leaders and I had the pleasure of interviewing Andy Sheldon.

Andy Sheldon is the Co-Founder, President and CEO of The Cookie Department. He is a results-oriented and passionate leader with over 28 years of pioneering and visionary direct-to-consumer expertise. He has been recognized for award-winning, transformative marketing and creative initiatives.

Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you tell us your “Origin Story”? Can you tell us the story of how you grew up?

I was born and raised in London, England, where my early years revolved around music. I studied at the Royal Academy of Music, but life had other plans. I found my way into radio, becoming a DJ on Capital Radio and Heart FM — two of London’s biggest stations. That unexpected career shift led me into television, where I started in children’s television before moving into entertainment and, ultimately, shopping television. That’s where I discovered my true passion — connecting with consumers and crafting engaging retail experiences.

From there, I ventured into gamification television, helping to launch multiple successful networks in the UK. Eventually, I made the leap to the U.S. to join Home Shopping Network (HSN), then owned by Barry Diller’s IAC. At HSN, I focused on modernizing the brand, bringing in a younger audience, and elevating its creative direction. I also worked closely on partnership marketing, collaborating with some of the world’s most influential brands — Disney, Universal, and Toyota — and integrating major celebrity partnerships with global icons including Jennifer Lopez, Mariah Carey, Mary J. Blige, Rod Stewart, and Tony Bennett.

Entrepreneurship has always been at the core of who I am. I am fascinated by what makes brands resonate with people and how to build lasting connections. That passion led me to The Cookie Department, where I saw an opportunity to create something special. Today, we are growing a brand built on great products, purpose, and connection.

Can you share the most interesting story that happened to you since you began leading your company or organization?

One of the most exciting moments was securing a partnership with one of the largest U.S. airlines for our Crispy Cookies — an incredible milestone early in this new chapter of The Cookie Department.

The company was founded by Akiva Resnikoff in 2009, but at the end of 2023, he asked me to step in as CEO so he could focus on product development. In early 2024, I prioritized building a world-class team to take the company to new heights. At the same time, we were preparing to launch Snack Yums and finalize Crispy Cookies’ development.

When we presented our Double Chocolate Chip Crispy Cookie to the airline, they loved it. They wanted it for their domestic coach flights — a huge moment of validation for our brand. But landing the deal was just the beginning. Meeting the airline’s strict quality control, packaging, and supply chain standards took a tremendous team effort.

Once the product launched, the feedback was overwhelmingly positive — not just from customers but from airline staff who raved about how much they and the passengers loved it. Then, another breakthrough happened. As we prepared to launch Buy A Bar Give A Bar, we pitched it to the same airline, and they immediately saw the value of bringing a mission-driven product on board. Soon, Buy a Bar, Give a Bar will be available on all of their domestic flights — a milestone that reinforces what we’ve been building: outstanding products people love, with a mission that makes a real impact.

We often learn the most from our mistakes. Can you share one that you made that turned out to be one of the most valuable lessons you’ve learned?

One of the biggest lessons I’ve learned, I still remind myself of daily — is that you can’t carry the burden alone. Leadership, especially at the CEO level, can feel isolating. You make tough decisions that impact the people you care about.

Early on, my instinct was to shield my team from stress, taking it all on myself. But over time, I realized that’s not astute leadership. The best thing you can do is bring in the right people early, be transparent, and collaborate. The more perspectives you involve, the stronger your decisions become. Plus, when people feel genuinely invested in the journey — not just the outcome — it transforms the company culture.

Another lesson? A great product alone isn’t enough. You can have the best product at the right price, but if there’s no compelling story or emotional connection, it won’t sell. Early in my career, I wondered, why isn’t this selling? When everything on paper seemed right. The answer was almost always beyond the product — it was about storytelling, brand resonance, and emotional connection.

These two lessons, sharing the burden and prioritizing connection, continue to shape how I lead today.

As a successful leader, it’s clear that you uphold strong core values. I’m curious what are the most important principles you firmly stand by and refuse to compromise on. Can you share a few of them and explain why they hold such significance for you in your work and life?

The Right Team is Everything — A company is only as strong as its people. I have handpicked our leadership team; their expertise, creativity, and collaboration have been game-changers. Surround yourself with people who challenge you and push the company forward.

Customers Feel Everything — Customers don’t just buy products; they buy experiences. If something isn’t right within the company, they can sense it. Honesty, transparency, and responsiveness build trust and loyalty.

Authenticity Builds Loyalty — Consumers today can spot inauthenticity instantly. If a brand tries to manufacture a mission, overpromise, or be something it’s not, people will see right through it. Be honest, or don’t do it at all.

Adaptability Drives Success — Business is unpredictable. The key isn’t avoiding change, it’s pivoting quickly and decisively when it happens.

Long-Term Vision Over Short-Term Thinking — Every decision we make today shapes where we’ll be in six months, a year, or five years. I constantly challenge myself and the team to ask -How does this decision align with our bigger picture?

What inspired you to integrate a philanthropic initiative into your for-profit business? Can you share a personal story or experience that led you to prioritize social impact in your business?

Because it’s the right thing to do.

We make cookies, snacks, and treats that bring people joy. But what about those who can’t afford that experience? That’s why we created Buy a Bar, Give a Bar — for every bar purchased, we donate one to someone in need.

And here’s the key: The bars we donate are the same as the ones we sell. Not outdated. It’s not lower quality and it’s in the same packaging. It is exactly the same product and experience because everyone deserves access to something good.

This initiative isn’t a marketing gimmick — it’s part of our DNA. Having worked with UNICEF in New York, I’ve seen firsthand how small acts of generosity can create meaningful change.

We are on track to donate hundreds of thousands of bars — a significant financial commitment that we absorb as a company. But it’s worth it.

Can you help articulate a few of the benefits of having a philanthropic initiative within a for-profit business?

First and foremost, it’s the right thing to do. That’s why we built Buy a Bar, Give a Bar into our company — not as a marketing tool, not as an afterthought, but because giving back should be part of how we do business. Of course, there are real benefits to integrating a mission-driven initiative into a for-profit company:

• Customer Loyalty — Consumers, especially Gen Z and millennials, expect brands to stand for more than just profit. They want to support companies that contribute to something bigger — but only if it’s authentic. Because Buy a Bar, Give a Bar is directly tied to what we do — making snacks — it feels natural to them. It’s not forced, and that resonates.
• Stronger Brand Identity — This initiative gives The Cookie Department a distinct purpose beyond profits. It allows us to have deeper conversations with customers, retailers, and partners. When we talk about why we do this, it sparks immediate engagement — because not all brands make this choice.
• Team Engagement — Our team is made up of brilliant, kind, and highly talented people who genuinely love that we’re doing this. There’s a greater sense of pride and investment in the work because it’s not just about selling — it’s about making an impact. Our leadership team and employees have poured immense thought, time, and effort into ensuring this initiative is truly meaningful.
• Buy a Bar, Give a Bar gives our distribution and retail partners a meaningful story to tell alongside us. For example, when an airline introduces the product, they can share that because a passenger is enjoying this bar, another person in need will receive food through our Food for Thought philanthropic arm. That kind of built-in impact makes the initiative even more valuable for everyone involved, strengthening brand loyalty and customer engagement.
• Long-Term Strategic Growth — Food for Thought is just getting started. As we scale, this philanthropic arm has the potential to diversify and evolve in meaningful ways. Right now, Buy a Bar, Give a Bar is our first step — but integrating purpose into our long-term strategy strengthens customer relationships, deepens partnerships, and builds a foundation for sustained success.

How has your company’s mission or purpose affected its overall success?

I can’t say with absolute certainty that our Food for Thought initiative or the Buy a Bar, Give a Bar program has directly driven sales. What I do know is that our bars stand on their own — each of the four flavors delivers an incredible taste experience, and that’s always the foundation. If the product wasn’t exceptional, no amount of philanthropy would make it successful.

That said, the give-back component has absolutely made a difference, especially when buyers and retailers are comparing similar products. The bar category is competitive, but the fact that ours also contributes to fighting food insecurity has tipped the scales in our favor more than once. It’s not the only reason brands or consumers choose us, but it’s a compelling one — resonating with partners and customers who want their purchases to have a larger impact.

While we don’t have an A/B test to measure the exact effect, the synergy of great taste, strong brand identity, and a mission that aligns with today’s values has undoubtedly contributed to our success. The product always comes first — but having an authentic, meaningful give-back initiative is a powerful differentiator.

Can you share a pivotal moment when you realized that leading your purpose-driven company was actually making a significant impact?

While The Cookie Department isn’t traditionally classified as a “purpose-driven company,” purpose is deeply embedded in what we do — especially through our Food for Thought initiative.

It’s still early to measure the full impact of the bars we’ve donated or the Fully Functional Cookies and Snack Yums we have given away over the years. But what’s been striking is how much our distribution partners appreciate not just the act of giving, but the quality of what we’re giving.

Providing people with nutritious essentials is important. But there’s also something meaningful about offering a snack, something purely enjoyable. It’s a small moment of comfort and happiness that can make a real difference. While we may not yet have the data to measure the long-term impact, one thing is clear: the gratitude from those helping us distribute these products reassures us that we’re on the right path.

Have you ever faced a situation where your commitment to purpose clashed with profitability?

Absolutely. Anytime you integrate philanthropy into a for-profit business, you have to keep a close eye on your gross profit.

Since we donate a percentage of bars based on purchases, there have been moments when we’ve had to step back and reassess our financial balance. The biggest challenge? Working with distribution partners who operate on tight budgets. Some need to purchase bars at a set price, while others buy them specifically to give away as part of their brand culture. In these cases, we’ve had to be strategic ensuring we don’t absorb too much cost while staying true to our mission.

There have been a few sharp intakes of breath when reviewing margins, but we’ve found a balance. One thing we’ll never do — compromise on quality. Cutting corners on ingredients just to make the numbers work is never an option.

Doing good shouldn’t mean hurting the business — it just requires smart planning, strategic execution, and a thoughtful approach.

What advice would you give to budding entrepreneurs who want to integrate purpose into their for-profit business?

• Make Sure It’s Authentic — Your mission should align naturally with your brand and values. If it feels forced, consumers will see right through it.
• Don’t Lose Sight of Profitability — You can’t make an impact if your business isn’t financially sustainable. Get the fundamentals right first.
• Start Small and Scale Smart — Understand what your customers want and start there. Use Customer Discovery for philanthropic insights to guide your ideas.
• Tell the Right Story — Communicate why your mission matters and how it connects to your business. Storytelling is everything, but in this case, it needs to be authentic. Be humble.
• Stay True to Your Core Business — Your purpose should enhance, not overshadow, your primary product or service.

What are your “5 Things You Need To Create A Highly Successful Business with a Mission-Driven Component”?

1. A Strong Core Business — Purpose is powerful but can’t sustain a company if the business fundamentals aren’t solid. You also want to be around to fulfill that mission.
2. Authentic Storytelling — Consumers today are savvy. If your mission feels performative, be honest and humble.
3. Scalability — Your mission-driven component should be designed to grow with your company, not be an afterthought.
4. The Right Partners — Align with organizations, retailers, and distribution channels that share your values.
5. A Customer-First Approach — Mission-driven products should still deliver exceptional value to customers before anything else.

How do you cultivate a strong sense of connection with your team?

At The Cookie Department, we’re a tight-knit team, and our company culture isn’t dictated from the top down — it’s something we build together.

The key? Trust, transparency, and empowerment.

Every team member knows their voice matters. Decisions aren’t made in a vacuum — we foster open conversations. We encourage ownership and accountability, so people feel invested in what we’re building.

As we grow, we’ll need to maintain this culture intentionally, ensuring every new hire feels as connected as those who’ve been here.

Ultimately, when employees feel valued, heard, and part of something bigger, they bring their best energy and ideas — companies genuinely thrive.

Looking two years ahead, what specific accomplishments would make you happy with your progress?

Expanding our footprint both in the U.S. and internationally.

Growing Buy a Bar, Give a Bar into a widely recognized and impactful initiative.

Innovating with new product lines that keep us ahead of market trends.

Strengthening our direct-to-consumer business and deepening brand loyalty.

Success isn’t just about hitting revenue targets, it’s about scaling with purpose and ensuring we stay true to our mission while growing the business.

If you could inspire a movement to bring good to most people, what would it be?

I’d love to see a movement that redefines food access — not just feeding people but ensuring they have access to high-quality, nutritious food. Right now, we have massive food overproduction, yet millions go hungry. We must rethink distribution, accessibility, and sustainability to create a system where good food isn’t wasted but reaches those who need it most. It’s not just about solving hunger. It’s about elevating food equality — giving everyone access to nutritious, high-quality food, not just basic sustenance. If we could bring innovation, logistics, and partnerships together to tackle this issue, we could create something truly transformative.

How can our readers further follow your work or your company online?

You can always check out The Cookie Department at thecookiedepartment.com to see what we’re up to. We have four distinct brands, each with its own identity and story:

Buy a Bar, Give a Bar — buyabargiverbar.com

Fully Functional Cookies — fullyfunctionalcookies.com

Snack Yums — snackyums.com

Crispy Cookies — crispycookies.com

One of the most important things for us is communication. If any of your readers have thoughts, questions, or want to get involved in any way, we would love to hear from them. Just reach out to us at [email protected], and we’ll be happy to connect!

This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!

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Purpose Before Profit: Andy Sheldon Of The Cookie Department On The Benefits Of Running A… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.