One way to counter the effects of the recession is to start a retail brand. That’s what entrepreneur Karen Trilevsky did.

The founder and CEO of FullBloom Baking Co, a 22-year-old natural foods bakery outside San Francisco, started rolling out her own line of branded snacks in 2008, after years serving as the behind-the-scenes regional baker for big customers like Whole Foods.

Trilevsky, 54, admited it’s been tough to create a market for new products in the crowded natural and organic foods space, which commands premium pricing –- sometimes as much as 50 percent –- over conventional grocery items. With all the belt tightening, she said customers are often reluctant to try new things.

“The grocery stores seem to be much more reticent to make changes,” she said. “There’s no risk taking going on.”

Even so, FullBloom has been able to carve out shelf space for its products, offering up snacks customers can’t find elsewhere in this premium niche of food retailing.