Local Women Making History: Shari Fitzpatrick

By Michelle Kennedy

Michelle Kennedy 

I’ve known Shari Fitzpatrick for close to fifteen years. Back in my reporting days in Sacramento, you better believe I clamored to cover any story related to Shari. This is because, of course, I wanted to get some of her delectable, chocolate-dipped strawberries.

Over the years of getting to know her, I learned that Shari started her business on a card table in a tiny Sacramento apartment. I admired her so much and watched her grow Shari’s Berries to a multi-million dollar company.

When Girls on the Grid decided to focus on women making history this month, Shari popped into my head. Even though I hadn’t connected with her in years, I emailed Shari to set up an interview. Completely unaware that anything had changed in her business, her opening line when I arrived at her house rendered me speechless: 

“Michelle, you know I lost the business right?”

I didn’t know. In fact, I had Shari’s Berries delivered to some family members just two months ago. The company still exists. Shari just isn’t a part of it, even though Shari’s Berries is still the company name.

Over the course of the next two hours, Shari shared her incredible story. It is a sad story that morphed into a triumphant one. Through losing one of the biggest parts of her identity, Shari found a way back to her authentic self and reconnected with why she started the business in the first place.

Michelle: Take me back. How did you start the business? 

Shari: “I grew up picking strawberries in Southern Oregon. Strawberries are part of my upbringing and who I am. In 1989, I got a $1500 cash advance on a credit card and started my operation on a little table in my apartment. That paved the way to opening a couple of stores in the Sacramento area in the early nineties. We took off delivering chocolate-covered strawberries from there. Over the next several years, we grew and grew. I was the first person to create a successful chocolate-dipped strawberries delivery business.”

Michelle: What happened that changed everything?

Shari: “I met a lawyer from Sacramento. I worked with him to raise money and grow the business. It took me one year to realize I trusted the wrong person and another year to convince the Board to agree he had to leave. He convinced me to agree to a really bad deal and took a big piece of the company right off the top. After he left, we brought in an account-level qualified numbers person as CEO. I was in a fragile position. He saw a great opportunity to slip in and take over.  He basically bankrupted the company. He sold it off for pennies on the dollar to Pro Flowers. Part of the contract was that he stay on as president of Shari’s Berries.”

Michelle: So you lost the company but your name is still on it?

Shari: “Yes, unfortunately. There are shysters out there. I was naïve. I’m just this little hillbilly from Southern Oregon in the strawberry patch. I made a mistake. I take all responsibility. I agreed to and made a bad deal.”

Michelle: How did you get through it?

Shari: “I felt like I’d lost one of my children. I gave birth to that company. I raised it for twenty-two years. I had to grieve for a while. My faith helped. Letting pride go and working on forgiveness helped me tremendously. We have to forgive to set ourselves free. I also had to realize that while chocolate-covered strawberries are my passion, dipping is not who I am, it is what I do. There are so many more layers to me.”

Michelle: What is the silver lining here?

Shari: “This experience changed my life for the better, believe it or not. I was able to spend more time with my family. I wrote and published a book telling my story called Berried in Chocolate. I also launched a new company by the same name. I am dipping strawberries again, my way. They are not mass-produced. It is back to the basics, small and personable. I’ve also launched a public speaking career. I speak to new entrepreneurs, large corporations and small groups. I tell people the whole story and let them know that the best versions of many of us are born out of the worst experiences. There is not a time when I’m done speaking that there isn’t a line of people wanting to talk to me. Many are crying saying the same thing happened to them. We are in this together. My book deal and public speaking have opened up a beautiful chapter in my life.”

Michelle: What is your advice to other entrepreneurs?

Shari: “My best advice is to start small. Big is not always better. Get some business cards made and start testing out your product on people. Just do something and don’t let fear drive you. When you get going, don’t quit. It is one day at a time and one foot in front of the other. When you fall, get right back up. Also know what is important. My goal is not to get “big” again. When it got too big, it stopped being fun. I need to remember that I lost sight of what was important. Keep your priorities straight, whatever they are.”

If you do an Internet search for Shari’s Berries, unfortunately you will find complaints about poor quality, berries that are fermented, and many that arrived at people’s houses broken. Shari says it’s heartbreaking, but she has accepted that there is nothing she can do about a business that isn’t hers anymore. Her goal is to just let people know Shari’s Berries is not her product and people can order her original, premium berries through BerriedinChocolate.com.

Shari dipped some berries for me while I was there, and I have to admit I broke my “no sugar” pledge for the occasion. Her berries continue to be meticulous, beautiful, fresh, and almost too pretty to eat.  I said “almost.” If you’d like to check out any of her speaking engagements or read her book, you can also find that information on her website.


Shari Pic

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  1. ganeeban says

    Great post about a (used to be) great local company. Sorry to hear what she went through, but enjoyed this interview! xoxo, ganeeban

    1. Michelle Kennedy says

      I know. I was shocked too. But I am so happy to get the word out that Shari has moved on to bigger and better things!

  2. Nelle Jurgeleit-Greene says

    I almost bought some Shari’s Berries as a gift for my brother’s family, but something in my head made me stop (perhaps to find out if it were indeed a local company or some big company in disguise). I then did an internet search for “Shari’s Berries story” and found your great article. My next search will be for Berried in Chocolate! I like to keep my shopping real.

  3. Julie says

    Loved reading this interview. It is such a cautionary tale to all entrepreneurs about trusting your business with the wrong people who don’t have your interests at heart. It’s so tempting to want to grow your company as big as possible, but it comes with a pricetag.

    I wish Shari the best of luck in all future endeavors. She sounds awesome!

  4. Deb G says


    If you continue to be in touch with Shari, please give her my regards & wish her continued success.
    No doubt in my mind that her new business will be successful.
    The column written about Shari highlights that you can’t keep a good woman down & is inspirational to woman in transition! There IS light at the end of the tunnel!


    Deb G. formerly Deb Grebitus

  5. Cinda Holaday says

    So glad to hear Shari has come out for the better. I loved her products when she owned Shari’s berries but we noticed a huge change in the quality over the past years, that’s when we discovered that Shari was no longer a part of it and it showed. We are happy she has started Berried in Chocolate

  6. Bob says

    You can’t makeup a story this good.
    Go Girl.

  7. Dee Burnett says

    Sherri, I have talked to your mom recently. she is very proud of you. I loved your berries. Your Grandma Vera, and my mom Bessie were best friends!
    So happy for your new success story, and for you!

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