#184 -Distributor Spotlight: Karen Slusher of Azure Standard

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 25 February 2025

⏱️ 46 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Karen Slusher, Chief Experience Officer of Azure Standard, to explore how this unique distributor is transforming the CPG industry. Karen shares Azure's mission-driven approach to supporting emerging and independent brands, with a focus on sustainability, transparency, and innovative distribution models like buying clubs and partnerships with independent stores.

Karen dives into Azure’s family-owned ethos, its commitment to clean, organic, and non-GMO products, and how they help brands grow without compromising their values. You’ll also hear about the personal touches that set Azure apart, from collaborative relationships with vendors to creative solutions like backhauling and affordable promotional opportunities. Plus, Karen gives insights into the booming demand for bulk products, the benefits of carob as a chocolate alternative, and how Azure stays true to its roots while continuing to grow.

If you’re a brand looking to make a meaningful impact in the market—or just curious about how Azure operates with heart and integrity—this episode is a must-listen!

Listen in as they share about:

Azure Standard’s Unique Business Model
Azure’s Mission & Values
Benefits for Emerging Brands
Logistics & Cost Savings for Brands
Azure’s Customer Base & Shopping Experience
Trade Show & Brand Partnerships
Azure-Owned Brands: Missy J’s Carob
How Brands Can Join Azure Standard

Episode Links:

Website: https://www.azurestandard.com/
LinkedIn: https://www.linkedin.com/in/karenthompsonslusher

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

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Episode music by Super Fantastics

Transcript

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0:00.0	All right, we've got a cool new opportunity for brands that are right for the fitness crowd.
0:37.8	You know how it really costs a lot of money to get people to sample your product? Like doing demos in the store, you have to pay the agency, get them the product. Same for field marketing. Well, great news. We've got a new partner, the Lyft Box. It's America's Top Fitness subscription box, which goes out to 15,000 subscribers per month. You can get in the box. there's no cost to participate, and they actually help you out with some money to cover your cogs because they end up selling the boxes for their subscribers, which means the audience really values the products inside. On top of the money and exposure, you get to take advantage of their product photo shoots, post-sampling surveys, influencer seating, and media opportunities. Check them out. Find out why brands like Lenny and Larry's Ghost and Lonnie New use them.
0:42.0	If your product would be a fit, visit their website for more information.
0:45.2	It's the liftbox.com slash partners. That's t-h-e-l-f-t-B-X.com slash partners.
0:52.6	It's in the show notes.
1:14.5	We treat all of our brands the same, right? We prioritize relationships with the companies that we work with. We look for ones that share our values, right?
1:16.2	With sustainability, transparency, wellness.
1:19.1	We want to be the different distributor in the world.
1:22.0	We want to be the one that has heart and soul and mutually beneficial relationships,
1:26.6	not only with our vendors, but with the
1:28.0	customers that are buying the product that we serve as well.
1:32.9	Hello, my friends.
1:34.0	Today I'm going to let you in on one of the best kept secrets in the CPG ecosystem.
1:38.2	It's Azure Standard.
1:40.1	They are an organ-based, family-owned, organic grocery distributor and manufacturer, and they
1:45.9	have a mission to promote abundance, wellness, and goodness. They're serving buying club customers.
1:50.8	That's people who get together and buy products off their trucks at great prices. They also
1:55.0	serve independent retailers in out-of-the-way places you might not be able to get to through
1:59.5	any other distributor. And overall, they're just super brand-friendly.the-way places you might not be able to get to through any other distributor.
2:03.7	And overall, they're just super brand-friendly.
2:06.5	They will work with you on very reasonable terms.
2:12.4	They do not try to get you to over-commit on things like promotions and support for retailers.
	...

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