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 mother’s kitchen—the heart of our home—I 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 am—my faith, my patience, my identity. No one tells you how lonely it can feel when you’re creating something that doesn’t exist yet. I’ve learned that resilience isn’t just about pushing through—it’s 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 didn’t align with my values. Saying no to quick wins in favor of long-term integrity forced me to trust my gut over outside noise. It’s tough turning down what everyone else calls “success,” but I’d rather build something real than something rushed.
What can you help the VEGPRENEUR community with?
I can help others hold onto their “why” when the industry tries to convince them to let it go. I’ve learned how to build a food brand rooted in mission, not just margins—while navigating the loneliness, the second-guessing, and the pressure to conform to systems that don’t always nurture purpose-driven ideas. If you’re building something that feels impossible, I can remind you that purpose is still a strategy—and you don’t have to shrink to succeed.
How can the VEGPRENEUR community help you?
I’d love to learn from others who are building with intention—founders who’ve found creative ways to grow without compromising their values. I’m also looking for a community that understands how heavy the mission can feel some days, and isn’t afraid to talk about the emotional side of entrepreneurship. Sometimes, just knowing you’re not alone is the help that keeps you going.
Fun fact about you:
I’m 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 I’ve ever taken. I’m passionate about reimagining what safe, joyful food can look like—especially for families who’ve been told they have to settle. I believe food can heal, connect, and inspire—and I’m just getting started.
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