Bitchin’ Sauce: How Co-Founder & CEO, Starr Edwards Scaled a Flavor-First Brand While Leading with Family Values
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Bitchin’ Sauce: How Co-Founder & CEO, Starr Edwards Scaled a Flavor-First Brand While Leading with Family Values
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We’re back with another powerhouse episode featuring Starr Edwards, co-founder & CEO of the wildly beloved Bitchin’ Sauce — the almond-based dip that started at a San Diego farmers’ market and scaled to nearly 7,000 stores across North America, including Kroger, Albertsons/Safeway, Costco, Target, Whole Foods, and Sprouts.
But this convo isn’t just about sauce — it’s a deep dive into building with purpose, leading with values, and carving your own lane in the CPG space.
In this episode, we cover:
What makes Bitchin’ Sauce a standout in the wellness + natural foods space
Launching a brand before people “get it” — and how Starr pushed through the noise
Balancing motherhood (👩👧 of 5!) with entrepreneurship
How family-first culture became a Bitchin’ business superpower
Grit, patience, and staying mission-aligned when it’s hardest
Whether you’re dreaming up your own product line or love a founder story full of heart — this one’s for you.
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Bonus: Bitchin' Sauce is offering 10% off online THROUGH 5/13/25 ONLY with code CHATCPG10 — a limited-time offer you don’t want to miss. https://bitchinsauce.com/
To connect with Starr Edwards click HERE
To connect with Bitchin' Sauce click HERE
To purchase Bitchin' Sauce w/ 10% code click HERE
To connect with CHAT CPG Food + More click HERE
To connect with Elizabeth (Liz) Mulherin click HERE
To connect with Meghan Sumser click HERE
This episode is brought to you by Shelf Love:
Shelf Love is a national boutique field marketing organization that exists to give natural brands a big voice by utilizing best-in-class brand representation. "Love Your Brand, Love Your Shelf."
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This episode is brought to you by Accountfully:
Accountfully is an outsourced accounting firm specializing in bookkeeping and financial services for modern CPG brands and startups.
Thank you for listening!