Hi everyone, I'm Jennifer Eppes Blundell, and welcome to the Startup CPG podcast, a community dedicated to helping young brands succeed by offering opportunities to shine and access to resources.

Okay, what if I told you there's a sweet icing dip made from

plant protein powder and it's actually good? Well believe me, it's delicious and today I'm talking to

Emily Edwards, founder of Paradise icing. She's a former social worker turned to food entrepreneur.

Her story is one of health struggles, perseverance,

and a whole lot of optimism. Listen in as we chat on how she's building a brand that's

tastefully wholesome. Hi, Emily. Hi, Jennifer. How are you? I am doing fantastic. I want to know

everything about you because I absolutely love your product. So tell me a little bit about

yourself and your product. Okay. Well, of course, my name is Emily Edwards, and I'm the founder

of Emily's Foods. And my product is Paradise Iceing and Paradise Snack Packs. And Paradise

icing is a sweet plant-based icing that contains pea protein powder. And the snack packs. And paralyzed icing is a sweet plant-based icing that contains pea protein powder.

And the snack packs contains paralyzed icing on one side and grain-free pretzels on the other side.

Now, a little bit about me. I'm a former social worker.

Was in private practice for about 15 years. In 2018, I really started to get burned out,

but still wanted to help people and just was kind of not really, really couldn't decide what I

wanted to do. And bacon and playing around the kitchen has always been ingrained in my DNA from a child. I told you

earlier that I grew up in Mississippi. So my mom always tinkered around in the kitchen. I spent a lot of

time with my maternal grandmother who also did baking and cooking in the kitchen. And so I always did

it for years, but it was just joy.

It was just a joy for me.

And I would just do it and give the food away.

And people would always say, well, you know, why don't you do this?

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