What's the founder doing in Zabar's?

This weekend I ran into Sarah, founder of sweetriot handing out samples of her chocolate to the weekend crowds at Zabars. It's more like Grand Central than Grand Central in there...

My first reaction was, "what's she doing here?" and then my second reaction was, "of course she's here."

Part of small being the new big is that the founder of the food company can spend a Saturday giving out samples at a key store. Because she needs to. Because she can. Because the feedback is essential.