PPB November 2021

FIVE MINUTES WITH Rana Lustyan Owner and Head Chef Edoughble A Sweet Operation Many of us can relate to sneaking a few bites of raw cookie dough—and when we do, we probably don’t think much of it afterwards. But when Rana Lustyan, a Le Cordon Bleu-trained pastry chef who trained under Wolfgang Puck at Beverly Hills’ Spago, watched in 2009 as the nation faced yet another food recall—this time of nearly four million units of raw cookie dough which led to the hospitalization of approximately 80 people—she knew it was time to search for a safer solution for the masses. Five years later in 2013, Lustyan launched Edoughble, a Los Angeles-based and family-owned supplier of homemade, small-batch, edible cookie dough to savor at home, and also to customize with branding and use in corporate gifting, as well as to market businesses, events and other causes. “Edoughable is pronounced ‘edible’ as it is edible dough, and a play on words,” says Lustyan. “Edoughble is fun, indulgent and will bring out your inner child.” In its 12 years of business, Edoughble has continued to grow. In addition to offering 11 scrumptious and safe-to-eat flavors of cookie dough, such as Milk n’ Cookies, Snicker- Dude and Chocolate Chip Off the Ol’ Block, the supplier also makes do-it-yourself kits and subscription boxes. To teach fans how to make sweet, no-bake treats of their own, Lustyan hosts virtual classes, and those who register receive a baking kit with premium ingredients, such as non-GMO all-purpose flour, pasteurized flour, Madagascar vanilla and Edoughble containers for their finished cookie dough. Edoughble also has a brick- and-mortar store, Sweet Shop, in Los Angeles, which sells edible cookie dough that’s homemade and hand-scooped on site; a truly indulgent experience. But perhaps the sweetest part of it all, is that Edoughble partners with the Food Recovery Network, a national nonprofit that unites college students in the fight against hunger and food waste in the U.S., by recovering perishable foods on college campuses that would otherwise go to waste. Edoughble “dough-nates” five percent of its proceeds to the organization. In June, the company entered the promo industry as a supplier. PPB spoke with Lustyan to learn more about Edoughble and its smile-worthy product. PPB Tell us about Edoughble’s cookie dough and its safe-to-eat ingredients. Lustyan Edoughble is the original edible cookie dough and is handmade with premium, all-natural and non-GMO ingredients for a straight-from-the-mixing- bowl taste. Our dough is made with only seven ingredients, just like you would make cookie dough at home, but with ingredients that are safe to eat raw, like pasteurized flour. PPB What are some of the extra “sweet” ways that Edoughble cookie dough has been used in corporate gifting or to extend a marketing message? Lustyan Our cookie dough has been gifted as kits or individual pints or single- serve containers. We include your logo or messaging or even a photo on the lids of the containers and on the lid of the 72 | NOVEMBER 2021 | THINK