I’m excited to share my first Substack Live conversation with Erica Gendell and Kelly Duerr, founders of After Noon Foods.
After Noon Foods makes dried dressing blends you mix with oil and vinegar to create fresh, homemade dressing in minutes. Made with real herbs and spices, the brand is built for busy home cooks who care about flavor, quality and convenience. After Noon Foods brings a modern, better-for-you update to a familiar pantry staple.
“More enjoying. Less doing.”
In our conversation, we discussed:
Their origin story — why this product and why them.
When they launched the business and what the early days were like.
The many learnings they’ve had since then (think initial product order, marketing, packaging, and more).
The importance of testing.
What Expo West is and what it’s like to attend.
What the SKU Accelerator is and why they applied even though they didn’t fit the usual profile of startups accepted.
Their advice for other women wanting to launch their own brands.
What’s next for After Noon Foods.
Everything they shared was gold.
Check out the entire conversation above and don’t forget to get in on what Erica and Kelly are up to with After Noon Foods on Instagram and their website, where you can use code HOMEMADE25 for 25% off your first order.
Until next time.
Katherine
