LOS ANGELES – When interior designer Liz Roth was experiencing anxiety due to the COVID-19 pandemic, she turned to baking as a way to calm down. When her olive cakes turned out to be a hit, she decided to turn her baking hobby into a new business, but one with a social component.
“I think we’re going through so much as a city and as a country with systemic racism that we need to band together as human beings asking what we can do as a whole rather than what we can do for ourselves and what I know how to do is bake cakes for everyone,” said Roth, co-founder of Little House Confections.
Little House Confections donates a portion of their profits to a different charity every month and have donated to organizations such as Black Lives Matter LA and the NAACP. They also take orders from customers to deliver cakes directly to health care workers as well as donating leftover cakes to the organization Fueling the Fearless.
It’s a sacrifice Roth and her business partner Jaymie Wisneski felt was important to include in their business plan.
“It sounds counter-productive to have a social change component in our brand new company but that is the cornerstone of who Jaymie and I are as people and our company wouldn’t exist without it,” explained Roth.
Roth and Wisneski met five years ago through mutual friends and stayed in touch. By chance, Wisneski was visiting L.A. and staying at Roth’s house when COVID-19 hit so they decided to quarantine together. Once Roth started baking, they were inspired to turn olive cake into a home business as a way to benefit charity.
“I think right now, no one can presume that they’re doing everything right and everyone needs to stay aware and sensitive,” said Wisneski. “If you have time, donate your time. If you have money, donate your money. If you have knowledge, donate your knowledge and stay aware.”
Gov. Gavin Newsom announced a second round of shutdowns for L.A. County which includes indoor dining at restaurants. For now, Little House Confections operates out of Roth’s home and offers delivery only with a personal hand-written note.
“Not only have we been able to put a smile on people’s faces, but Jaymie writes all of the notes and we’ve given people a way to communicate with each other without having to see each other and that is just the best part of this whole experience,” said Roth.