# Dip Into Paradise with Founder Emily Edwards

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2021-03-01
- Length: 21m
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards
- Listen: https://share.transistor.fm/s/f80dc270

## Summary

Emily Edwards, founder of Paradise Icing (Emily's Foods), explains how she transitioned from social work to developing a plant-based icing using pea protein. She details her 18-month product development process at the Purdue Food Science Lab, where she overcame initial taste failures to create a shelf-stable, allergen-free product. Edwards discusses her strategy of bootstrapping the business due to difficulties securing venture capital, while leveraging her social work skills for consumer research and transparent brand storytelling. She outlines her current focus on expanding flavor lines, securing retail placements in boutique grocers and schools, and managing early-stage operations with a small team.

## Chapters

- [0:07](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards#t=7) Introduction: Emily Edwards and Paradise Icing
- [0:56](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards#t=56) Product Development at Purdue Food Science Lab
- [3:53](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards#t=233) Navigating Food Science Language and Mentorship
- [8:56](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards#t=536) Bootstrapping and Funding Challenges for Women of Color
- [11:10](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards#t=670) Applying Social Work Skills to Consumer Research
- [15:01](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards#t=901) Product Innovation and Flavor Strategy
- [17:37](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards#t=1057) Sourcing Allergen-Free Manufacturing and Retail Goals

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)

## Most relevant to

early-stage companies

## Mentioned

- Paradise Icing (product)
- Emily's Foods (company)
- Purdue Food Science Lab (other)
- Food Hero (company)
- Nana Claire (company)
- IFT (other)

## Related episodes from other shows

- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [Live Episode! Milk Bar: Christina Tosi (2019)](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-10-25-live-episode-milk-bar-christina-tosi-2019) (How I Built This)
- [Live Episode! Beyond Meat: Ethan Brown](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-02-16-live-episode-beyond-meat-ethan-brown) (How I Built This)
- [Live Episode! Glossier: Emily Weiss](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-11-26-live-episode-glossier-emily-weiss) (How I Built This)
- [Food52: Amanda Hesser (2021)](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-20-food52-amanda-hesser-2021) (How I Built This)

## Citing this page

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