Starr Edwards: From Farmers Market to National Success with Bitchin’ Sauce

---

Starr Edwards reveals her path to establishing Bitchin’ Sauce, highlighting her dedication to creating a supportive workplace for working parents.

It’s truly inspiring to see female entrepreneurs transform homemade products into thriving businesses. What’s the secret behind their success? Did they always envision a larger venture, or did the realization of their product’s potential come gradually? Edwards fits this narrative perfectly. Back in 2010, she sought creative solutions to support her family. With merely $200 and a secondhand Vitamix, she began selling her dips, aptly named Bitchin’ Sauce.

What began as small sales at the San Diego Farmers Market has now blossomed into a remarkable $50 million enterprise, with their vegan almond dip available at retailers like Costco and Whole Foods.

“The growth was gradual and organic since I didn’t fully grasp the opportunity at first,” Edwards reflects. “It started with one Vitamix, then two, and eventually, we invested in manufacturing equipment that allowed us to scale up production significantly.”

Bitchin’ Sauce caught the attention of Whole Foods through their local forager program, which scouts innovative items at farmers markets. “Getting into Whole Foods was a dream come true,” Edwards shares. “They provided exceptional mentorship that helped elevate our business. Initially, we launched in just four stores in San Diego, and soon after, we began self-delivery and hosting demos at all Southern California Whole Foods.”

As the company expanded into Colorado, they faced challenges, including product mishaps due to altitude, but ultimately, Bitchin’ Sauce began shipping across the country. Now valued at $50 million, their dips are found in stores like Costco and Target, along with Whole Foods.

Today, the brand employs over 50 individuals and stands out with a unique benefit—complimentary childcare. Edwards recognizes the challenges of balancing business ownership with motherhood (she has five children!) and aims to foster an environment where employees can thrive both at work and home. “The thought of sending my kids to daycare while I’m at work was heartbreaking. I wanted to create a culture that supports families,” Edwards explains. “Our goal is to inspire others to find harmony between work and raising children.”