During the annual 12-day Minnesota State Fair, the Rossini family manages a massive cookie operation that produces millions of treats. Led by Jenny Olson, the Sweet Martha’s team balances high-volume baking with a growing, community-focused lifestyle brand.
The staggering math behind 3 million cookies a day
The scale of production at the Minnesota State Fair is nothing short of industrial. According to Jenny Olson, the Sweet Martha's operation can bake 44,000 cookies in just 12 minutes using 22 walk-in ovens. On their busiest days, the team produces as many as three million cookies, consuming massive quantities of ingredients to keep up with the crowds.
Over the course of the 12-day fair, the business processes approximately 197,000 pounds of sugar, 143,000 pounds of flour, 125,000 pounds of chocolate chips, and 58,000 pounds of eggs. A single mixing bowl is capable of producing 5,000 cookies per batch, highlighting the incredible velocity required to serve the busy intersection near the fair's Grandstand and Midway.
A legacy built by Martie Rossini and her family
The Sweet Martha's business is a multi-generational endeavor rooted in the 1970s. Founded by Martie Rossini, who previously spent over 30 years as an elementary art teacher, the venture began as a side business in downtown Minneapolis. Today, the operation functions as an annual family reunion, with Jenny Olson, her husband Aidan, and over 20 fammily members working together to keep the tradition alive.
This deep-rooted family involvement includes relatives like Olson's brother David and sister-in-law Erica, who handles PR, as well as Aunt Mary, who assists with night shifts after her day job as a public school teacher. This model of a "family-first" business reflects a broader trend of heritage brands using deep community roots to maintain authenticity while scaling to regional prominence.
From Vampire Weekend to LCD Soundsystem: The merch pivot
Sweet Martha's has successfully transitioned from a food vendor to a lifestyle brand through strategic collaborations. As the report details,the company began making official merchandise in 2020 after a surge in demand during the COVID-19 pandemic. This evolution included high-profile partnerships with musical acts like Vampire Weekend and LCD Soundsystem, as well as embroidered cookie shorts with Petrified Good.
These collaborations often serve a philanthropic purpose, connecting the brand to the local community. for instance, proceeds from the 2019 Vampire Weekend collaboration were donated to the St. paul Public Library, a cause Martie Rossini supports due to her background in education.. This "merch-as-mission" approach allows the brand to engage younger, trend-conscious audiences while reinforcing its local identity.
How does a 700-person crew manage the fair's madness?
Managing a seasonal workforce of over 700 people presents unique logistical challenges. The majority of the Sweet Martha's staff are between the ages of 16 and 21, creating a high-energy, "camp-like" environment where many employees return year after year. The brand's reach even extends to celebrity visitors, including NBA players Tre Jones and Tyus Jones, as well as chef Andrew Zimmern.
While the source highlights the community aspect of the staff, several operational details remain unverified. It is still unclear how the team maintains strict quality control across such a massive volue of dough, or how the management structure handles the intense "madness" of the Grandstand location. Additionally, while the brand has successfully expanded its merch line, the specific scale of its retail revenue remains unstated.
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