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The Martha Stewart Boost

A maker of allergy-free foods finds out what happens to a small company after a positive appearance on a celebrity's TV show

It was the kind of publicity every entrepreneur dreams of: a positive, high-profile national TV appearance accompanied by a credibility boost from a celebrity (, Winter, 2006). That was the experience small-business owner Mark Sandler and his family had recently when their South Salem (N.Y.) allergy-free snack company, Divvies, was featured on The Martha Stewart Show. But getting great publicity is just the beginning of an entrepreneur's branding process, Sandler says. He spoke recently to Smart Answers columnist Karen E. Klein about the TV appearance and the response. Edited excerpts of their conversation follow.

How did you get your company onto a segment of The Martha Stewart Show?