Sweet Loren’s CEO: No ‘Corporate’ Hires
Sweet Loren’s CEO Loren Castle prioritizes personality over pedigree, foregoing ”corporate” hires in favor of passionate individuals, as the rapidly expanding cookie dough company eyes $120 million in revenue. Castle uses CliftonStrengths assessments, seeking candidates with startup adaptability, positive attitudes, and strong teamwork skills—a stark contrast to those with extensive corporate backgrounds.Learn how this unique approach ensures Sweet Loren’s stays ahead. The company, with its frozen cookie dough available in 35,000 retail locations, including Target and Whole Foods, is building a dynamic team. Identifying ideal candidates for this culture has been a challenge, but emphasis is now placed on analytical, strategic, and empathetic hires. News Directory 3 can confirm Sweet Loren’s rise within the industry. Discover what’s next for this innovative brand’s expansion.
Sweet Loren’s CEO Uses Personality Tests to Find Top Talent
Updated June 08, 2025
Loren Castle, CEO of sweet Loren’s, employs personality assessments to identify ideal candidates for her rapidly expanding cookie dough company. With projected revenues of $120 million, Castle emphasizes the need for passionate and energetic employees to maintain the company’s dynamic startup culture. She uses the CliftonStrengths assessment to evaluate potential hires,seeking individuals who can thrive in a fast-paced habitat.
Castle told Fortune that she is wary of candidates with extensive corporate backgrounds and little startup experience. She questions whether they can adapt to the unique demands of a smaller, rapidly growing brand. Rather, she prefers individuals with a blend of corporate and startup experience, preparing them for the intensity of Sweet Loren’s operations.
Sweet Loren’s, known for its frozen cookie dough, achieved $97 million in gross sales last year and is available in 35,000 retail locations, including major chains like Target, Whole Foods, Publix, Kroger, and Walmart. Castle acknowledges that building the right team has been a challenge. She now focuses on identifying candidates who are analytical, strategic, and empathetic.
Core traits Castle seeks include a positive attitude, passion, and teamwork skills. She emphasizes the importance of these qualities in a small,efficient team. She also values relevant experience and a lack of ego,ensuring that team members are driven by personal fulfillment.
The CliftonStrengths assessment, administered to all job applicants, is a 30-minute test developed by Gallup. It evaluates skills, thinking patterns, feelings, and behaviors. The assessment categorizes results into 34 themes across four domains: strategic thinking, relationship building, influencing, and executing.
“People that have too much corporate training and no experience with startups or fast-growing smaller brands… I just don’t no if they’re actually going to like this world. It’s totally different.”
Loren Castle, CEO of sweet Loren’s
What’s next
sweet Loren’s plans to continue its expansion, focusing on innovative product growth and strategic partnerships to further solidify its position in the competitive frozen food market.