Crunch Spotlight: She’s In The Business Of BREAKFIRST

Crunch Spotlight is a Crunch-driven initiative aiming to add value to and inspire both our community and industry leaders across the nation through interview-style articles. Join us as we discover more about the story behind different industry leaders’ lives and journeys towards where they are now, and how they have transformed into the people they are today. We hope you get inspired by these stories and realize that you are capable of achieving your goals, too.


In conjunction with International Women’s Day on March 8th, we wanted to highlight a woman who has always been an inspiration to us here at Crunch. If you’ve ever thought to yourself, “Starting a business while I’m still a student seems impossible. How could I successfully juggle between my studies and all the troubles of owning a business?”, you’re definitely not alone. We always had the impression that it takes a lot of determination and discipline to start your own business, and even more so when you’re still a student!


This is why we spoke to Amelia, or more fondly known as Amy, who runs a small business called BREAKFIRST by Amy with the simple mission to make healthy eating more affordable. Even while she is still a Holistic Nutritionist-in-training, she makes this vision come true by offering a range of healthy breakfast foods at an affordable price! Her incredible work ethic and delicious foodstuffs both inspire and captivate us.


1. Tell us a little more about Breakfirst by Amy and what makes it tick!

BREAKFIRST by Amy started with a simple mission to make healthy food more affordable. Prior to starting the business, I gathered that people knew the benefits of making healthier food choices but found that the prices were just not affordable or sustainable for the long term.


I had always enjoyed bringing my own lunch to the office and they were often affordable and easy to put together. No matter where I worked, my colleagues seemed to be very impressed and surprised that healthy food can require so little time, effort and money–all while being just as delicious! That was when I decided to inspire and hopefully empower people to make healthier food choices by offering a range of healthy breakfast foods at an affordable price at BREAKFIRST by Amy.


2. What role do you play in BREAKFIRST by Amy?

I am the sole owner of the company, but by no means do I accomplish everything on my own! I work alongside a part-timer in the kitchen and engage freelancers for accounting and taxes, design, deliveries and everything else I’m not quite good at. I am also the primary decision-maker for all things related to BREAKFIRST by Amy!


3. How does a typical day for you look like at work?

My day-to-day job involves working in the kitchen, confirming daily orders, replying to inquiries via Whatsapp, social media and emails, liaising with suppliers, packing parcels and sending out orders. Rinse and repeat!


4. Who inspires you to keep doing your best for your company? Why?

I consider myself a spiritual person, and God has very much been part of this business since its inception. Recognising that I am merely a steward of the gifts that He’s entrusted me with keeps me grounded. I always think of myself as serving His people and I try to show up with my best work every time, even when it’s difficult.

5. With recent times, how has your business grown or adapted? What would you say is the core thing that helped you to survive, or even thrive?

This year has been exceptionally unpredictable for me. I started this year scouting for commercial spaces to move into, but then the outbreak happened and we went into lockdown so quickly.


I decided to put the move on hold and focus on growing the brand online and partnering with other brick-and-mortar stores for physical presence. I trimmed the menu and focused on promoting easily-shippable products such as nut butters. From there, I expanded the nut butter offerings and came up with more interesting flavours to garner attention and convert them into sales. This has been one of the best decisions I made this year, and it has helped me keep the business going and thankfully bloom in the midst of the pandemic!


6. What inspired you to start your own business? How do you find the will to keep doing what you do?

Apart from wanting to change the way people viewed healthy eating, it was both a calling and a deep realisation that my time in the office was up. I dragged my feet to the office every day, not knowing why I felt so heavy on the inside, as if I weren’t meant to be there. I listened to a lot of podcasts and prayed over things. That made me understand that it was time to leave my job and pursue something that I’ve always wanted to do.


Gratitude is a powerful tool. Recognise that doing something you love and calling that your full-time job is a true privilege that not everyone has. Being grateful that I’m still able to do this helps me keep going whether times are good or bad!


7. How do you usually start your day?

My morning starts with a big glass of water. Hydration is such an important yet often overlooked aspect of physical health! After that, I settle in for some meditation and prayer, as spending some quiet time in the morning helps me recentre. I also do some journaling and create a to-do list of my tasks of the day, all while having some good coffee and listening to music!


8. Are there any key habits that you think define a successful person?

Resilience. I used to think it was just sheer hard work and talent. This year, I’ve realised that everyone can work hard and have the talent to do something they love, but not everyone can keep going when they encounter failures, roadblocks and difficult times. Failure will come no matter how hard you try to avoid it, but what makes a person successful is still choosing to step into the arena every day.


9. How do you stay focused on your goals? Do you have any actionable tips for our readers?

Set realistic goals that are meaningful to you. Make sure your goals are realistic and attainable, but most importantly, the goals have to hold meaning for you. If you are setting goals that you think are going to please others, you will not be motivated to accomplish them because they don’t truly resonate with you.


10. How do you stay productive when you are having a bad day?

I have to be honest and say I’m still learning! Bad days can include times when everything falls apart and I feel like I have no control over what’s happening. During those times, I take a breath and a step back to reevaluate the most important things that need to be accomplished. Most of the time, I keep a to-do list in my journal and cross them off individually so my head is clear and I focus on things that truly need my attention. That way, I am able to redirect my thoughts, time and energy without feeling thoroughly consumed by emotions.


11. What’s the best advice you’ve ever received?

The best advice I’ve ever received comes from a book by Brene Brown titled Daring Greatly. I highly recommend everyone reads this book at least once. She writes about what it means to dare greatly, be vulnerable and live wholeheartedly. I would 100% extend the same advice to everyone but Brene does it more excellently than I ever could.


12. What is the most recent thing that you have learned?

The most recent thing I’ve learned is everything that can fall apart will, but my response to it is far more important than the mess itself. I have learned that it’s so important to say kind things to myself in the midst of a storm, accept that failure is guaranteed as part of the journey and that my response to the situation will determine the outcome.



We hope that inspired you this International Women’s Day! Remember that while life is bound to be tough, we’re in control of our response to the situation. We can do hard things, and we can succeed at whatever we set our minds to! Cultivate gratitude, resilience, and adaptability no matter what comes your way. We got this, Crunchies. Let’s take March by storm and show the world what we’ve got!

A passionate creative with a curious knack for crafting walls of text and an unending love for people, words, and tea.

Post a Comment