Originally from Los Angeles, Heidi Cramer has been passionate about creative endeavors since childhood. Her entrepreneurial spirit shone early on as she began making and selling handmade items like jewelry, greeting cards, and T-shirts before even finishing high school. After her mother passed away when Heidi was just 16, she became a jewelry designer, eventually becoming the head designer for a company at just 17. She later started her own jewelry business in Santa Barbara but felt a calling to the food industry, which led her to move to Lanai, Hawaii, where she gained valuable experience in the food and beverage.

Heidi’s baking career officially began on Maui as an assistant pastry chef at A Pacific Cafe, and in 2000, she opened her first bakery in Paia, Maui. Over the next 24 years, Heidi navigated numerous challenges, including economic downturns, staffing issues, and shifts in consumer preferences. Despite these obstacles, she remained resilient, transitioning her business model several times, including a move into wholesale operations, where she supplied products to Whole Foods and other accounts.

In 2019, Heidi launched Maui Cookie Lab as a creative outlet, which later became her primary source of revenue during the COVID-19 pandemic. The challenges didn’t stop there, as the Maui fires in 2023 further tested her business. However, Heidi adapted once again by opening a new brand called, offering freshly made sandwiches, pastries, and coffee. This venture has helped stabilize her business during difficult times.

Maui Cookie Lab and LunchBox currently employ 13 team members and have a strong community focus, sourcing local produce and supporting various local events and organizations. Despite the hardships, Heidi remains committed to her vision, continually exploring new opportunities to grow her business while maintaining her deep connection to the Maui community.

Before becoming an MBDA client, Heidi faced several significant challenges in her business journey. Despite her extensive experience and creative talent, she struggled with confidence in transforming her passion for baking into a sustainable business. Managing the complexities of business administration, from financial planning to marketing, was often overwhelming, especially since Heidi was entirely self-taught and had no formal business training. Additionally, she grappled with the challenges of growing her business while operating as a bootstrapper, with limited financial resources and support.

The financial guidance and strategic advice provided by MBDA experts have been instrumental in helping her focus on the most critical aspects of her business. With this support, Heidi has expanded her team to 13 employees, allowing her to better manage her operations and focus on scaling her ventures, Maui Cookie Lab and LunchBox.

Heidi’s affiliation with MBDA has also played a crucial role in helping her navigate the significant challenges brought on by the Maui fires and the COVID-19 pandemic. Through MBDA’s services, Heidi connected with financial experts like Doug Okamura, who provided valuable insights into cash flow management and helped her develop a plan to overcome her financial hurdles. The support she received has been pivotal in allowing her to continue operating and even expanding her business during these difficult times.

Heidi’s businesses have gained considerable recognition in the local community, thanks in part to her participation in various chef events and fundraisers. For example, she was invited to participate in the 1st Annual Maui Music & Food Experience, hosted by the Hua Momona Foundation of Lahaina and other nonprofits from September 5-7, 2024, to provide food, housing, and mental health recovery resources to Maui fire survivors. Additionally, Heidi is participating in the "Taste of Upcountry," a benefit to support Montessori School of Maui’s tuition assistance initiatives. Heidi’s dedication to her community is also evident in her support of local farmers and businesses; she sources all her produce locally and offers value-added local food products in her shops.

In addition to her community involvement, Heidi has successfully expanded her market reach beyond Maui by launching a mail-order service, with 75% of orders coming from the mainland U.S. She is also exploring the possibility of expanding her LunchBox brand to Oahu, which could further boost her revenue and market presence.