Summary:
Charlene and Vince Li turned a kitchen experiment into a $1 million gourmet popcorn brand, EATABLE™.
Their inspiration stemmed from dissatisfaction with artificial snacks, leading to a focus on premium, all-natural ingredients.
They leveraged a food business incubator to refine their products and launched their brand in 2019.
EATABLE achieved $56,000 in its first year, growing to nearly $1 million within three years.
The couple emphasizes the importance of understanding your "why" in business for navigating challenges.
Meet the Innovators Behind EATABLE™
This Side Hustle Spotlight Q&A features Charlene and Vince Li, the dynamic duo from Toronto, Canada, who co-founded the gourmet popcorn brand EATABLE™. Their journey began in 2018 when they were new parents seeking healthier snacks for their family.
From Corporate Careers to Culinary Creators
Charlene, a professionally trained CPA, spent nearly a decade in corporate finance, while Vince brought over 17 years of experience in technology sales and real estate asset management. Their backgrounds provided a solid foundation for their new venture.
The Spark of Inspiration
The couple's idea was born out of frustration with conventional snacks laden with artificial ingredients. They decided to create a healthier alternative, starting with a stovetop caramel popcorn recipe infused with single-malt scotch — a unique twist that combined their love for snacks and drinks.
The EATABLE™ Launch
EATABLE was launched from their home kitchen, focusing on premium, all-natural ingredients. The name itself is a tribute to Charlene’s mother, who often asked, "Is this eatable?" This sentiment resonated with their mission to promote clean indulgence.
Image Credit: Courtesy of EATABLE
Early Steps to Success
In Boston, they discovered Commonwealth Kitchen, a food business incubator. Here, they pitched their popcorn flavor, "Whisky on the Pops," which became the catalyst for their move back to Toronto to officially start their business.
They spent over a year perfecting their craft alongside trained pastry chefs and designed eye-catching packaging that mirrored beverage bottles, making their popcorn stand out.
The Journey to Revenue
In their first year, EATABLE earned $56,000 in revenue, and within six months, they began seeing consistent sales through social media. By the end of their second year, they reached $467,000 in revenue, and by their third year, they were nearing $1 million.
Navigating Challenges
Charlene and Vince faced numerous challenges, including navigating the competitive food industry and managing their supply chain during the pandemic. They learned the importance of delegation and team growth to streamline operations.
The Future of EATABLE™
With a focus on profitable growth, EATABLE aims to expand its product lines and maintain its premium market position. They are also preparing for their first fundraising round to support their continued growth.
Image Credit: Courtesy of EATABLE
Advice for Aspiring Entrepreneurs
Charlene and Vince emphasize the importance of understanding your "why" in business. This mindset helps navigate challenges and maintain focus on creating meaningful connections through their products.
They believe that entrepreneurship, much like parenting, is about showing up, adapting, and having a purpose. EATABLE is more than just a snack brand; it's about creating joyful experiences and memories for families everywhere.
Comments