When Suzie’s daughter Kelly was diagnosed with celiac disease, autism, and numerous food intolerances, the family switched to a grain-free diet. By ninth grade, Kelly attended a school in which she could thrive. She mustered up the confidence to apply to a retail position, but was let go after a few days. Kelly was devastated and Suzie was determined to apply the family’s motto of Patience + Perseverance + Presence to her own business.
Savor by Suzie was created to make allergen-friendly foods more accessible. The company practices neurodiversity in their hiring—from their social media and marketing to their packaging and baking. Susie and Kelly show us how much we can learn from each other when “we all work together in our zones of genius.”
Recently, we caught up with founder Suzie Carpenter to learn more about her mission and hear her advice for fellow entrepreneurs.
1. Why did you start Savor by Suzie?
Savor by Suzie is here to help grow a more inclusive world. Starting out, we were focused on creating a top nine allergen-friendly, salty snack — one so delicious that even those without allergies would want it. The recipe we developed followed the grain-free diet that we were using as a family to help alleviate some of the symptoms of autism and autoimmune disease.
Very quickly, we realized Savor by Suzie was about so much more than just a snack, and we wanted to address the horrifying fact that 85% of autistic adults are unemployed, including our daughter. At Savor By Suzie, we are committed to celebrating neurodiversity in the workplace, starting with our 100% neurodiverse fulfillment center that is growing right along with us!
2. What obstacles did you face along the way?
Our biggest obstacle is also our greatest opportunity — that is, brand awareness. It’s letting people know we are here and why. Once they try our pretzels, they are hooked! That said, timing is everything. Unfortunately, we delayed our launch due to the COVID-19 pandemic, and that allowed for another grain-free pretzel to hit the shelves before us. That has undoubtedly been an obstacle with some retailers. However, keeping our focus and staying true to who we are has been super important. Patience and perseverance are key. Believing in what we are doing and why is what keeps me going, along with knowing that we are making a difference every single day.
3. What lessons do you have for other female entrepreneurs?
As a female entrepreneur working alongside my husband, I am constantly reminded of the balance of masculine and feminine energies. As female entrepreneurs, I believe it is our duty to stand up for the collective feminine voice and not let the masculine dominate as it has for so many years. With Savor By Suzie, this was hard for me at first, but it has been a very healthy challenge! In addition to that, here are some lessons I’ve learned over the years having my own coaching business:
- Let your intuition be your guide.
- Don’t be afraid to speak the truth.
- Stand up for what you believe in, no matter what other people say or think.
- Make your product relatable — meet people where they are.
- Put your passion into all that you do.
- Be knowledgeable about your finances.
- Find your tribe — the people who you can confide in and who will both support and stretch you as you grow.
4. What’s on the horizon for Savor by Suzie?
Finding us in more and more stores nationally will be key for 2024. This year, we will launch a family-friendly snack pack box and a grain-free Sea Salt Stick. Meanwhile, we are working on other flavors and line extensions for the brand, all within the gluten-free space. As our lead product developer and flavor maker, I am super excited about all the possibilities!
5. How do you keep work/life balance? What drives/inspires you?
Balance is hard. I practice yoga and meditation and eat a healthy diet, all of which are super helpful in managing stress. That said, I still struggle with not taking things too seriously! Letting go is probably one of the hardest things when you are an entrepreneur. Luckily, we have two puppies that help me with that! Family is super important to me as well. I feel lucky to be able to work with my husband and one of our daughters. We share all of the ups and downs together while bringing different perspectives and strengths that help make Savor by Suzie unique. My inspiration comes from the autistic community and all those who feel misunderstood or left behind. Working harder to create opportunities for them is what drives the passion behind me and Savor by Suzie.