Tricky Foods

Building Boards and Chasing Dreams

“It’s never too late to chase your dreams and build something new,” says Therese Merkel, who took a pandemic pivot to launch her own charcuterie business, Tricky Foods. As a child, Merkel always dreamed of having her own cooking show and found comfort in styling the food. “I loved wearing my chef’s hat, watching Food Network, and playing along.” Make believe was fun while it lasted, but she never imagined making a career out of “plating food.” As Merkel grew up, practicality prevailed. She chose the safe professional path in the lucrative tech world instead of chasing those dreams. The money was good, but the 25 year old Wisconsin native was burnt out within a few years.

During the pandemic lockdown, Merkel caught onto the charcuterie craze exploding on social media and decided to join in on the fun. Digestive health issues had led her to be creative with her own charcuterie boards, adding more color with healthy fruits and veggies. Little did she know with each board she built, she was paving the way to realize her childhood dream.

What began as a hobby when she started her Tricky Foods Instagram page a few years ago, was a hit. The once pragmatic Merkel took a risk, left her career at Epic to follow her passion for food styling, and launched her own charcuterie business, using her childhood nickname, “Tricky.”

“I was nervous, but had saved up enough money and knew I was ready to make a change. I sold my first board in June of 2020, and have been living my dream ever since.” -Therese Merkel

Reaping the Rewards

Defying the odds against most startups, Merkel’s risk has paid off and her artisan food business is booming. Tricky Foods focuses on charcuterie boards, curated food boxes and grazing tables, with the largest profits coming from corporate orders. Merkel’s Instagram account now has over 7,000 followers and dreams of having her own cooking show have been fulfilled by her partnership with Kwik Trip. Merkel’s sparkling personality shines through the video screen on the gas pump, as she whips up a gourmet chicken salad using essential Kwik Trip ingredients.

Tricky Food’s charcuterie classes are booked up months in advance and speaking from experience, I can see why. Merkel is a bundle of energy who serves a little slapstick with her rose shaped salami. It’s no wonder this entrepreneur is going places.

Merkel’s lack of formal culinary training isn’t stopping her from from reaping the rewards of her pandemic pivot. She credits the online charcuterie community she’s connected with as, part of the reason for her success. Together they share ideas and encouragement. Merkel says she also relies heavily on her network of small business owners in Madison, including the founder of Miggy's Bakes, Shelby Olstad.

Grazing and Growing

Grazing boards for corporate events, which are finally making a comeback, are keeping Merkel busy and her business is growing. She’s hired four employees to help manage that growth and says letting go of artistic control is challenging, but essential in streamlining services. Merkel says, maximizing partnerships with other businesses, including customizing boxes for Wine and Design, has also boosted revenue.

Tricky Foods is currently based out of a shared commercial kitchen space. Merkel hopes to expand her business by adding a catering van and new storefront in the future. “I’m passionate about food, watching the trends and really excited to see how I can grow Tricky Foods.”

Merkel’s enthusiasm is contagious and I have a feeling she has a trick or two up her sleeve. I look forward to watching how the newly crowned charcuterie queen, plays her next hand.