Edible Notable
It’s hard to believe Joshua Vailokaitis, owner of Tender Heart Cookies, once spent many years managing a Dunkin’ Donuts. “On the surface, it was stable work with good pay and a clear career path. But during that time, I went through my own personal transformation,” he says. “That experience opened my eyes to how important our health and what we eat truly are.”
Driven by the desire to live a more purpose-driven life based on connection and joy, he walked away from corporate donuts and a role as a certified health and life coach after realizing the element of creation was missing. “Cookies became the perfect bridge. They carry joy, comfort, and nostalgia, but with the right ingredients, they can also nourish and support wellness.”
The journey has been circuitous. After launching under the Arizona Cottage Food Law at his home in Cottonwood, Vailokaitis soon moved to a commercial kitchen in Sedona, allowing him to wholesale his product in Flagstaff, Sedona, and Cottonwood. His next plan for growth—a move to Phoenix—was derailed by Covid. Like many businesses, Tender Heart Cookies was forced to take a break.
Never one to waste an opportunity, Vailokaitis spent the time refining recipes until returning to Sedona to reestablish the market and rebuild the brand’s presence. Now, “it feels like the journey has come full circle, only stronger and more grounded than ever,” Vailokaitis says in reference to the upcoming opening of Tender Heart’s first dedicated commercial kitchen and retail space.
Available in a variety of flavors, each cookie has a base of almond flour, nut butter, coconut oil, and maple syrup. Vailokaitis plans to offer fresh ginger lemonade and cold brew and serve a small menu based on simple, wholesome ingredients that are equally refreshing and indulgent.
Ever ambitious, Vailokaitis has several goals for the new space. “The shop is really about connection. It will also be a creative hub where we can test new recipes, collaborate with other local makers, and continue building a community around the idea that healthy food can still be fun, indulgent, and full of heart.”
Follow @Tenderheartcookies on Facebook or Instagram to find a box near you.
