Hardware Podcasts

Founder Feature: Edouardo Jordan of The Food with Roots

The Startup CPG Podcast · 27 Mar 2026 · 27m · Episode 277

What this episode covers

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.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Whole Foods, Metropolitan Market, Northwest Grocers, June Baby, The French Laundry, Per Se, Herb Farm Restaurant, Startup CPG, Mida
Products
Food with Roots
Also
Soul of Seattle, Expo West, Bryant Terry, Jessica Harris

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