# #184 -Distributor Spotlight: Karen Slusher of Azure Standard

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-02-25
- Length: 45m
- Episode: 126
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-25-184-distributor-spotlight-karen-slusher-of-azure-standard
- Listen: https://share.transistor.fm/s/31deb9f6

## Summary

Karen Slusher, Chief Experience Officer of Azure Standard, explains how this family-owned organic distributor supports emerging CPG brands through a unique buying club model and partnerships with independent retailers. She details Azure's mission-driven approach, which prioritizes sustainability, transparency, and wellness over pure volume, allowing brands to access national audiences without costly retail rollouts. The conversation highlights Azure's operational efficiencies, such as backhauling logistics and affordable promotional tools, while also discussing the growing demand for bulk products and the specific health benefits of their owned brand, Missy J's Carob.

## Outline

1. Introduction: Azure Standard's Unique Model and Buying Clubs
2. Azure's Customer Segments: Buying Clubs, Independents, and Large Chains
3. Azure's Mission: Supporting Independent and Family-Owned Brands
4. Partnering with Emerging Brands: Low Barriers and Collaborative Support
5. The Buying Club Shopping Experience and Organic Marketing
6. Karen Slusher's Journey and Azure's Community Roots
7. The Bulk Product Market and Circular Vendor Relationships
8. Logistics Efficiency: Backhauling and In-House Drivers
9. How Brands Can Connect with Azure Standard
10. Missy J's Carob: Product Details, Health Benefits, and Market Position

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)

## Most relevant to

companies scaling up

## Mentioned

- Azure Standard (company)
- Missy J's (product)
- Celtic Sea Salt (product)
- Pacific Foods (product)
- Erewhon (company)
- Whole Foods (company)
- Walmart (company)
- Expo West (other)
- Fancy Food Show (other)

## Related episodes from other shows

- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)
- [Advice Line with Joe Kudla of Vuori](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-25-advice-line-with-joe-kudla-of-vuori) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-25-184-distributor-spotlight-karen-slusher-of-azure-standard. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.