One-Woman Firm Goes International

International trade is a growth industry in Orange County, but the product doesn’t have to be electronic or medical to make the grade. And the company doesn’t have to be huge.

Diana Todaro, president, chief executive and sole employee of Diana’s California Cookies in Laguna Hills, has just signed a contract to start selling in Ireland. Her partner is an Irish bakery company, Braycot Foods Ltd. of Wicklow County, near Dublin.

The deal was the first to come out of a White House-sponsored conference on trade with Ireland. Todaro, who has been involved in international business and political issues, was invited to the conference and met with representatives of the Irish Food Board there.

That led to a visit to Ireland and talks with Braycot.

Before Diana’s California Cookies hit the shelves in Ireland, however, a few wrinkles have to be ironed out. The damp Irish climate isn’t very forgiving of Diana’s fresh-baked packaging so a new, airtight package has to be developed to prevent mold. And Irish flour doesn’t have as much protein as flour used here, so the recipes have to be modified or the plump, chewy cookies that sold Braycot on the deal will come out looking more like big flat pizzas.

Todaro said she expects to start selling product in Ireland in June in connection with an international food conference in Dublin that month. “This all takes time,” Todaro says of her move into international trade. “You have to do your homework, but at some point you have to take a leap of faith and just do it.”

The deal with Ireland, she says, “is our way to get into Europe.” Japan is next, she added.

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John O’Dell covers major Orange County corporations and economic issues for The Times. He can be reached at (714) 966-5831 and at john.odell@latimes.com.