Mar 31, 2025
An Entrepreneur's Recipe for Reinvention
When Rebecca Shim first connected with HVADC’s Farm and Food Funding Accelerator (FFFA) program in 2018, she had been running Phoenicia Honey Co., a small infused honey business, for five years with aspirations to scale. But the pandemic shifted her path, unexpectedly bringing her back to her culinary and hospitality roots.
“Part of [HVADC’s] process is teaching you how to do a pitch. As a chef, I like to kind of hide in the kitchen, so that’s always been a challenge for me.” The FFFA program helped Shim develop the skills and confidence to adjust and draw on her strengths and passions. This newfound confidence would prove essential as she navigated unexpected turns ahead.
Between 2018 and 2020, HVADC’s FFFA Business Technical Assistance (BTA) program graduated 28 Peers — all agricultural entrepreneurs — in three classes. The program is designed to help farm and food businesses hone their business plans and access capital.
Adapting Through Challenges
When COVID hit, Shim's honey business faced significant challenges. Retail store closures eliminated orders, and post-lockdown price increases squeezed already thin margins. Rather than give up, Shim pivoted, drawing on her culinary background and entrepreneurial spirit. Before migrating to the Valley, Shim had developed her skills as a formally trained chef, working alongside notable culinary talents and successfully owning and operating two Zagat-rated restaurants in Brooklyn.
Today, she's the driving force behind Bettina Cafe in Phoenicia, a private chef service called Catskill Cooks, and still maintains small-batch honey production through Phoenicia Honey Co. Though her focus has shifted primarily to the restaurant, Shim continues to embody the resourcefulness that HVADC helped her develop.
Honoring Roots at Bettina Cafe
The name "Bettina" carries special significance — it honors Shim's Italian grandmother, Elizabetina, who immigrated to America alone at 15 and eventually opened a small store in Auburn, NY.
"She was a bit of an entrepreneur," Shim explained. "She would get green stamps and trade them to buy meat to sell in her store. She figured out how to make a business."
This heritage appears on Bettina's menu through items like the "Laurenzina's Panini" (named after Shim's mother) and classic Italian lasagna. "When I'm cooking real classic Italian stuff, I just feel like it's coming through [my grandmother]," Shim said.
Though Shim has always sourced ingredients from Hudson Valley farms, even during her Brooklyn restaurant days, living among the region's farms has transformed her relationship with food. "The most exciting part is to go outside and just be able to pick things and cook them," she says. "There's nothing quite like that feeling."
The restaurant emphasizes locally sourced ingredients, working directly with nearby small farmers. Shim also grows herbs and flowers on her property, incorporating them into the cafe's offerings. In 2025, she plans to grow more produce for the restaurant menu.
Ongoing HVADC Partnership
Shim's relationship with HVADC has evolved but remains active. She continues to work with HVADC business consultant Brian Zweig, who helps her focus on financials and has guided her through securing three loans through The Capital Region Community Loan Fund, a resource she discovered through HVADC.
"Brian just helped me to get another small loan," Shim said. "That's been huge because it's really hard to finance a small business."
As Bettina Cafe enters its second season, Shim plans to work monthly with Zweig on forecasting, budgeting, and comparing actual numbers against projections — critical work for long-term sustainability.
Small Town Vibes
Perhaps Shim's greatest pride comes from Bettina Cafe's contribution to Phoenicia's small-town vibes. Bettina Cafe has become a vibrant gathering place in a community with multiple empty storefronts.
"Being part of a small town where everyone comes to me and I'm providing a service very needed here makes me proud and happy," she said.
Occupying the former home of Sweet Sue's, a beloved pancake destination for 40 years, Bettina honors tradition while bringing fresh energy. (A recent Instagram post declared they have "the best pancakes in the Catskills.")
Looking Forward
While focusing primarily on systematizing the restaurant for predictable profits, Shim has plans to expand catering services and eventually enhance the cafe's market section with more local products, including from fellow FFFA alumni.
Shim offered this advice for entrepreneurs considering HVADC programs: "Take advantage of those resources that HVADC has because a lot of entrepreneurs lean toward the creative side. For me, as a creative, numbers are terrifying. But Brian keeps bringing me back to the numbers."
In the challenging Hudson Valley economy, where many small businesses cobble together multiple revenue streams to stay afloat, HVADC provides crucial support for food entrepreneurs seeking to build sustainable businesses while contributing to their communities.
To learn more about HVADC’s BTA programs, visit https://www.hvadc.org/business-technical-assistance.