#184 -Distributor Spotlight: Karen Slusher of Azure Standard

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Karen Slusher, Chief Experience Officer of Azure Standard, to explore how this unique distributor is transforming the CPG industry. Karen shares Azure's mission-driven approach to supporting emerging and independent brands, with a focus on sustainability, transparency, and innovative distribution models like buying clubs and partnerships with independent stores.

Karen dives into Azure’s family-owned ethos, its commitment to clean, organic, and non-GMO products, and how they help brands grow without compromising their values. You’ll also hear about the personal touches that set Azure apart, from collaborative relationships with vendors to creative solutions like backhauling and affordable promotional opportunities. Plus, Karen gives insights into the booming demand for bulk products, the benefits of carob as a chocolate alternative, and how Azure stays true to its roots while continuing to grow.

If you’re a brand looking to make a meaningful impact in the market—or just curious about how Azure operates with heart and integrity—this episode is a must-listen!

Listen in as they share about:

• Azure Standard’s Unique Business Model
• Azure’s Mission & Values
• Benefits for Emerging Brands
• Logistics & Cost Savings for Brands
• Azure’s Customer Base & Shopping Experience
• Trade Show & Brand Partnerships
• Azure-Owned Brands: Missy J’s Carob
• How Brands Can Join Azure Standard

Episode Links:

Website: https://www.azurestandard.com/
LinkedIn: https://www.linkedin.com/in/karenthompsonslusher

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
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• Questions or comments about the episode? Email Daniel at [email protected]
• Episode music by Super Fantastics