Founder Feature: Edouardo Jordan of The Food with Roots
Edouardo Jordan, founder of Food with Roots and a two-time James Beard Award-winning chef, explains how the pandemic pivot from his Seattle restaurants to CPG led to products like his award-winning pimento cheese and Southern cornbread mixes. He discusses the strategic decision to lead with product quality rather than Black identity to appeal to a broader retail audience, detailing his distribution in Whole Foods and Pacific Northwest markets. Jordan also shares his vision for coast-to-coast expansion into California and Texas, while highlighting his nonprofit Soul of Seattle's model of paying vendors to participate in events to support youth of color.