How Adri’s Gingerbread went from hobby to iconic brand
When Adriana Parncutt first moved to Australia from her small village in the Czech Republic, she never imagined she’d one day build a business that would capture hearts and taste buds across the country. What began as a hobby to stay connected to her roots has grown into Adri’s Gingerbread, a brand stocked in iconic stores like David Jones and Haigh’s Chocolates.
Adri’s passion for flavoursome food began at an early age. Growing up in an idyllic rural location, Adri tells Business Builders she was surrounded by the smells and flavours of homemade food.
“My parents embraced self-sufficiency, raising pigs, chickens, and rabbits while cultivating their own fruits and vegetables,” Adri shares. “Our home was filled with the rich aromas of homemade preserves and smoked meats. Food was not just sustenance but a craft.”
It was here that her love affair with gingerbread began. In her homeland, gingerbread (or perník) is more than a sweet treat. I’s a cultural icon. “Gingerbread has deep roots, going back centuries. It was a staple at markets, Christmas fairs, and celebrations like Easter,” she recalls.
“I have childhood memories of visiting a fair and getting beautifully decorated gingerbread hearts with icing messages. For kids, gingerbread was tied to traditions, holidays, and even little tokens of affection.”
So how does a Czech gingerbread lover wind up a homegrown Aussie business success story? Adri’s journey to Australia began with a holiday romance that blossomed into something more. She first met her now-husband, Chris, at Camp America in 2001 and love blossomed.
“Determined to be together, I moved to Australia in 2002 on a student visa,” she says. Settling into a small apartment in Sydney, Adri threw herself into full-time studies in graphic design.
But as she adjusted to life in a new country, she also found herself longing for the flavours of Europe.
“I sought out European treats that reminded me of home. However, I found that the local gingerbread lacked the rich flavours and textures I cherished from my childhood.”
Every Adri’s Gingerbread is hand-iced
How Adri’s Gingerbread went from hobby to hustle to business
Although baking had always been a way to bring joy to friends and family, Adri never thought of it as a business. That is, until a small school market changed everything.
“Pretty Beach primary school was holding a market, and I decided to give it a go,” she recalls. “I used to make some jewellery and pinwheels, but I also included a few gingerbreads at my stall. I was surprised how much attention the gingerbread had. It was only there just for fun!”
Encouraged by the overwhelming response, Adri brought even more gingerbread to the next market. Again, they sold out.
“I thought to myself, I must rethink what I am selling here!”
Making the leap to business owner
As her business began to grow, Adri faced a pivotal moment. Balancing a corporate career with family life and her growing gingerbread side hustle became impossible.
“Balancing a career at Coca-Cola Amatil with commuting from the Central Coast to Sydney was increasingly difficult, especially with young children,” she says.
Wanting to be there for her kids, Adri made the brave decision to resign and focus on her business. It was a risk, but one she felt she had to take.
“I aspired to be the parent who could personally take my children to and from school,” she explains.
Soon, her husband Chris also faced career challenges. Adri encouraged him to join the business full-time.
“He is hugely risk aware. I was making only $1,000 a month, our mortgage was $2,500 – he thought I was crazy! But I said, ‘We can double the business with your help and double it again and again.’ Eventually, he took the leap and quit. Everyone thought we were crazy!”
Big and little kids love Adri’s Gingerbread
From home kitchen to warehouse
As orders kept pouring in, Adri’s home was soon overflowing with gingerbread. “We had gingerbread everywhere, I mean everywhere,” she laughs.
“Christmas was mad. We were packing DIY house kits in our living room, pallets in the garage, couriers coming and going. It was time to do something.”
Adri found a small warehouse 20 minutes from home.
“I put a $3,000 deposit on a 100-square-metre warehouse. I had no idea if the bank would give me a loan, but I ended up getting it. Before I knew it, we were in our new production space. That was life-changing.”
The secret ingredient of Adri’s Gingerbread’s success
So, what makes Adri’s gingerbread so special? It all comes down to the recipe.
“Taste is absolutely number one. Our unique blend of 10 spices that I’ve created is not like anything else,” she says. “So many people get such a surprise with just one bite – they are instantly in love.”
And the designs? Each one is hand-iced, often by Adri herself.
“I think I surprised myself that after 14 years, I still love icing gingerbread. I’ve seen all our designs a million times, yet looking at the cute dino or unicorn still makes me smile and gives me joy.”
Adri’s Gingerbread comes in all shapes and sizes.
Sweet surprises and big-name brand collabs
Although Adri never set out to partner with major retailers or brands, her reputation for quality has brought amazing opportunities.
“Honestly, the simple answer is: they found us. They tasted our product by seeing it in a shop and loved it, so they got in touch,” she says.
Working with iconic brands like Peanuts and Care Bears has been a highlight.
“They also found us and offered us this opportunity. We thought, why not? This could open doors to other customers. Plus, we love both brands so much. I watched Care Bears even in Czech when I was little – I had to give it a go!”
Overcoming growing pains
Of course, scaling up hasn’t been without its struggles.
“So many…! Space was absolutely number one, COVID, post-COVID, cash flow – a huge one was cash flow. Still today, I am terrified of running out of money,” Adri admits. “Our product is seasonal, so we do have quiet times in the middle of the year, and every time, I think it’s the end.”
But despite the hurdles, Adri is incredibly proud of how far they’ve come. “Surviving Christmas each year feels like a huge achievement! The demand for our gingerbread is overwhelming, and it’s often a challenge to keep up. But when the season wraps up, I couldn’t be prouder of my incredible team. They are my heroes, and I’m so grateful for each and every one of them.”
Why passion and purpose matter
Looking ahead, Adri’s tells Business Builders she’s dreaming up new creations.
“We definitely want to create a few more flavours and focus on some other biscuits, not just fully iced. We always wanted to offer less labour-intensive products too, so watch this space. We are working on something new.”
And as for anyone else thinking about turning a passion or family recipe into a business, Adri has some heartfelt advice:
“Be prepared. It can take over your life! But the experiences and stories you’ll create along the way make it all worthwhile. We only live once, so make it count!”
And for Adri, gingerbread is still as magical today as it was in her childhood.
“As a child in the Czech Republic, I was the one receiving it, delighting in its warmth and sweetness. Today, I’m the one sharing that joy – spreading smiles through every piece we make.”
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