Founder Spotlight: Emily Edwards (Paradise)
Meet Emily Edwards:
Paradise creates clean-label, allergen-free plant-based spreads and snacks that are protein-packed and taste bud approved. We make joyful snacking safe and delicious for everyone, especially those with food allergies and gut issues.
Location:
Schererville, Indiana, USA
When did you launch the business?
March 2018
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Startup Stage?
Seed
What led you to where you are today?
Spending time in my motherâs kitchenâthe heart of our homeâI saw how sweet treats brought people together. I created Paradise to help millennial parents recreate those nostalgic moments with clean, allergen-free snacks their whole family can enjoy.
What do you wish you knew before embarking on your entrepreneurial journey?
I wish I knew that building a business would test every part of who I amâmy faith, my patience, my identity. No one tells you how lonely it can feel when youâre creating something that doesnât exist yet. Iâve learned that resilience isnât just about pushing throughâitâs about becoming someone new in the process.
What is the most difficult decision you've had to make regarding your business so far?
The hardest decision was choosing to pause growth and walk away from opportunities that looked good on paper but didnât align with my values. Saying no to quick wins in favor of long-term integrity forced me to trust my gut over outside noise. Itâs tough turning down what everyone else calls âsuccess,â but Iâd rather build something real than something rushed.
What can you help the VEGPRENEUR community with?
I can help others hold onto their âwhyâ when the industry tries to convince them to let it go. Iâve learned how to build a food brand rooted in mission, not just marginsâwhile navigating the loneliness, the second-guessing, and the pressure to conform to systems that donât always nurture purpose-driven ideas. If youâre building something that feels impossible, I can remind you that purpose is still a strategyâand you donât have to shrink to succeed.
How can the VEGPRENEUR community help you?
Iâd love to learn from others who are building with intentionâfounders whoâve found creative ways to grow without compromising their values. Iâm also looking for a community that understands how heavy the mission can feel some days, and isnât afraid to talk about the emotional side of entrepreneurship. Sometimes, just knowing youâre not alone is the help that keeps you going.
Fun fact about you:
Iâm a former therapist turned food founder who still believes a good laugh, a walk in nature, and a spoonful of something sweet can fix just about anything.
Anything else you would like to share?
Building Paradise has been the most challenging and beautiful leap of faith Iâve ever taken. Iâm passionate about reimagining what safe, joyful food can look likeâespecially for families whoâve been told they have to settle. I believe food can heal, connect, and inspireâand Iâm just getting started.
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