Founder Spotlight: Brendan Cravitz (Azabu Foods)
Meet Azabu Foods:
Azabu Foods brings the bold, complex flavors of Japan to the U.S. with all-natural, plant-based condiments and foods. Starting with Umami Everything, a versatile Japanese umami-packed condiment, we aim to elevate every dish while sharing the craftsmanship and ingredients that make Japanese cuisine unique.
Location:
Concord, California, USA
When did you launch the business?
2025
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Startup Stage?
Bootstrapped
What led you to where you are today?
After nearly a decade in Japan, I saw how much people either loved it or dreamed of visiting—and I wanted to bring a taste of Japan to the U.S. in a way that’s both authentic and versatile. Umami Everything was born to fill a gap, delivering big flavor and deep umami to everything from traditional Japanese dishes to pizza while also enhancing plant-based foods with the savory mouthfeel they often lack. But Azabu Foods is more than just flavor—it’s about telling the stories behind the ingredients, from farmers to artisans, as a way to share Japan’s rich food culture with the world.
What do you wish you knew before embarking on your entrepreneurial journey?
I wish I had known just how much entrepreneurship is about persistence over perfection—there’s never a perfect time, product, or plan, but moving forward is key. I also underestimated the importance of building a strong network early on, as the right connections can open doors that hard work alone sometimes can’t. Lastly, I’ve learned that everything takes longer than expected, so patience and adaptability are just as important as vision.
What is the most difficult decision you've had to make regarding your business so far?
To bootstrap and take on less-paying work to make a dream come true. I'm taking a HUGE gamble on myself as well as the people who are behind me, supporting me.
What can you help the VEGPRENEUR community with?
I can help the VEGPRENEUR community by sharing insights on launching and scaling plant-based products, from product development and supply chain logistics to branding and marketing in both the U.S. and Japan. I’m also happy to connect with fellow founders to exchange knowledge on retail strategy, navigating trade shows, and breaking into new markets.
How can the VEGPRENEUR community help you?
Directions to the nearest bar? Kidding... Shared insights on scaling a brand in the U.S. market, especially when it comes to navigating distribution, retail partnerships, and food service expansion. Connecting with other founders, retailers, and investors who understand the unique challenges of the plant-based space would be invaluable. I’d also love to learn from those who have successfully grown a brand while maintaining authenticity and strong storytelling.
Fun fact about you:
I'm an ex-navy sailor who used to man a .50cal gun on an aircraft carrier while being a part of the Ships Self Defense Force (SWAT Team). Maybe not so fun. I worked at a fundraiser at Neverland Ranch during Michael Jackson's 45th birthday and watched Aaron Carter and MJ have a food fight while Ashanti and Debo from Friday were next to me. Better?
Anything else you would like to share?
So appreciative of how VEGPRENEUR has supported me and the brands I worked with previously. Thank you.
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