Plant-Powered Prosperity: Julie Houser Of The Flower Chef Foods On 5 Things You Need To Create A Successful Plant-Based Product Business
An Interview With Wanda Malhotra
Quality products with ingredients sourced from credible suppliers. Finding the right mix to create healthy and delicious food.
The plant-based revolution is here. As consumers globally are shifting towards more eco-conscious and health-oriented choices, the demand for plant-based products has never been higher. From food and beverages to cosmetics and clothing, the plant-based industry is blossoming with opportunities. But how does one tap into this growing market? What are the key ingredients to launching and scaling a successful plant-based product business? In this interview series, we are exploring the world of plant-based entrepreneurship. We are talking to founders, product developers, industry experts, and innovators who have successfully navigated the plant-based business landscape. As a part of this series, we had the pleasure of interviewing Julie Houser.
Julie Houser, celebrated entrepreneur, celebrity chef, cookbook author, and the visionary behind Flower Chef Foods, boasts over 25 years of culinary expertise. Known far and wide as “The Flower Chef” for her renowned farm-to-table feasts, she’s earned the admiration of celebrities, diplomats and industry leaders alike. Julie established The Flower Chef Foods in 2022, an exciting new frontier for enthusiasts of both hemp seed and fine dining.
Thank you so much for joining us in this interview series! Before we dive into the main focus of our interview, our readers would love to “get to know you” a bit better. Can you tell us a bit about your childhood backstory?
I was born in Sandusky, OH and moved a lot when I was young — from Michigan, then to California, which was much different than the Midwest. I liked California but didn’t want to stay there forever as I found things to be a bit challenging. In high school, I was the editor of the school newspaper, where I took a liberal stance and always enjoyed stirring things up with my writing. After high school, I went to UC Santa Cruz, where I lasted for a few months before realizing it was too far away. I then transferred to UC Santa Barbara to pursue a Bachelor of Arts degree in English. I loved Santa Barbara and decided to stay. In addition to being a full-time student, I worked as a personal trainer and loved hosting and making food in my spare time. I started working at local restaurants as a chef, and from there, got a job as a salad prep cook at a Los Olivos restaurant that was featured in the movie Sideways. Cooking became more than a job; it became a passion, and I worked my way up to executive sous chef. This experience allowed me the opportunity to learn from a lot of experienced chefs. I took my learnings and started a catering business in Santa Barbara, which I ran for 10 years and started to cook for celebrity clients. My business began with farm-totable ideas and developing menus that specialized in veganism. After some time, I moved to Seattle and was involved in pharmaceutical sales for a few years. I met my husband in Seattle and started a family. When I found out that I was pregnant with my second child, I also found out I had breast cancer, which I fought and beat. And that’s when my journey to becoming The Flower Chef began.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Passion is contagious. Because of my passion and energy that I put into my food and my craft; I have a unique opportunity to teach people to do things differently. It makes people feel closer to being healthy and makes them want to do it more.
Self-Awareness: I know when to ask for help. I am aware of what my strengths are. I focus on them and bring others around to help with things I may struggle with. For example, I’m launching new brands and a cookbook, and I’ve brought in a new management team and a right-hand staff member to help in all areas.
Compassion: I want my team and investors to all do well. I want to educate and help people with their health, as well as teach people about cooking and feeding their loved ones.
What are some of the most interesting or exciting projects you are working on now? How do you think that might help people?
I’m working on a plant-based cookbook, which will help show people that they don’t have to be intimidated about plant-based cooking and that it isn’t as hard as it may seem. Most of the recipes are simple. My main goal is to inspire people to try some new things, focus on healthy ingredients, and celebrate the versatility of vegetables. I’m also launching a new line of hemp-seed based OLA GOURMET Oils and a line of hemp-seed pastas. They will be available on Amazon and on the Flower Chef Foods website, and next year, products will be on retail shelves. The oils come in four flavors and can be used in a variety of recipes. We are trying to make it easier for people to get hemp into their diets, as hemp provides Omega 3 & 6, and is rich in fiber and plant-based protein.
OK, thank you for all of that. Let’s now shift to the core focus of our interview about creating a successful plant-based product business. What inspired you to enter the plant-based product industry? Did you have a turning point or eureka moment that led you into the plant-based industry? Can you share some key milestones that helped shape your journey to success?
After I was diagnosed with cancer, I started to look at my diet much more closely and think about what I could change. I was questioning what I was eating and trying to get on a healthier path.
At that time, I was asked to cook at the Canadian consulate in Seattle. Because Brandon Lee, Former Canadian Consul General to the Pacific Northwest, and Giovanna Mingarelli, Technology Entrepreneur and Top 100 Most Powerful Women in Canada, are plant-based, they asked me to do all their dinners. As I was working in their kitchen, I would hear them talking a lot about plant-based options. Slowly I realized that I didn’t feel good when I ate meat. I started looking for more options in the market, but I could not find many. This became my chance to make a difference. I was already working with hemp-seed oils, and I started figuring out ways to make this kind of meal taste much better. I was making these plant-based dishes for my dinners, but I realized that it was not easy for most people to shop and cook like this. So, I thought that I could do something to make it easier for people to cook healthy, make options more accessible and taste better. I worked with the Consulate for three years, where I was able to refine my skills and create hundreds of new recipes.
Another milestone was meeting my pasta partner, Roberto, who lives in Sicily and came up with an idea for hemp-seed pasta. It is made with only three ingredients: organic semolina flour, hemp seed flour and mineral water. The next milestone is the release of my new cookbook!
What do you believe are the key factors behind the recent surge in demand for plant-based products, and how can aspiring entrepreneurs authentically tap into this growing trend?
Many people have realized that there are tremendous health benefits to a plant-based diet. There is a lot more education, research and media attention that consumers regularly see.
The urgency of the climate crisis has also made a lot of people feel differently about the food that they consume and its effects on the environment. Animal agriculture is a big part of that equation.
How do you envision the evolution of consumer preferences in the next 5–10 years?
Consumers are dependent on the leaders and innovators in the industry. The preferences and opinions formed now are going to make a big difference. To get people used to this type of food, we have to make them understand that it can be made to be delicious. We have the opportunity to make a difference in their preferences. If we lose them now because of flavor, we might lose them forever.
The consumer will also have a lot more to choose from and more chances to change from meat options to healthier alternatives.
What is your favorite plant-based product (not necessarily your own) and what makes it stand out? What can we all learn from the appeal of that product?
My favorite plant-based product is Toby’s plant-based dip. My favorite flavor is the original which is made with turmeric. The flavor profile is great. It has a lot more notes than other products. We can learn that plant-based foods need to have multiple layers of flavor.
Based on your experience, what are some of the biggest myths or misconceptions people have about the plant-based industry?
Many people think that you can’t get enough protein with a plant-based diet. My theory is that the meat industry could sway people’s understanding of nutrition.
It’s easier to shop for these ingredients and cook delicious meals than people realize. It’s not difficult and there are a lot of options for those looking to skip a meat dish and consider a healthier alternative.
Developing and marketing plant-based products often involves unique challenges, from sourcing quality ingredients and sustainable packaging to building a brand that resonates with consumers. What strategies have you found most effective in overcoming these hurdles?
I have found that developing content and educational resources to inform consumers of the benefits of these products is very effective. Video content and social media have helped us spread the word to a much larger audience.
Here is the main question of our interview. The plant-based market continues to evolve and grow. What advice can you offer to individuals looking to launch their own plant-based product businesses? Are there any critical lessons or insights you’ve gained along the way that you’d like to share with aspiring entrepreneurs in this field?
Follow your passion. Listen to your gut. I always check in my gut, and it’s never steered me wrong. Make sure you surround yourself with the right people who share your vision, energy, morals and goals. I’ve learned a lot of critical lessons in perseverance, patience and dedication. It also helps to have a clear mission and achievable goals for the future.
Based on your experience can you please share your “5 Things You Need To Create A Successful Plant-Based Product Business”. If you can, it would be insightful if you could provide real-life examples.
1 . The mission. Have a clear view of what you want to create and give back to consumers.
2 . The vision. Understand where you see your business growing in one, five and 10 years.
3 . Team. Surround yourself with good people that share your vision and values.
4 . Quality products with ingredients sourced from credible suppliers. Finding the right mix to create healthy and delicious food.
5 . A wellness culture where everyone in the company lives a balanced and healthy lifestyle.
How does your business align with sustainability and ethics in the plant-based industry, and how does this alignment impact your brand’s success and customer trust?
We align very well with sustainability because we use the entire hemp plant. We use the seeds to make the oils and the husk to make flour for the pasta. The hemp crops give nutrients back to the soil, making it richer for future crops.
Everything goes back to the intention to give back to the planet. The customer will trust us more when we are taking the right steps to be environmentally friendly.
What certifications and regulations are essential for new plant-based brands to uphold their values as they grow?
Non-GMO verified. Organic. Vegan.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“You must find the place inside yourself where nothing is impossible.” My health journey has taught me that I can do anything, and I draw on that power daily.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
Inspiring everyone in the world to eat plant-based meals one day per week.
This is what we call our “matchmaker question”, and it sometimes works. Is there a person in the world whom you would love to have a power lunch with, and why? Maybe we can tag them and see what happens!
I would love to have a power lunch with Deepak Chopra. I learned the art of primordial sound meditation from Deepak Chopra at the renowned Chopra Center. This transformative meditation technique became a vital part of my daily routine, especially towards the end of my battle with cancer. The center also offered rejuvenating retreats with plant-based meals, seamlessly incorporating them into my lifestyle. This experience played a pivotal role in shaping both my personal journey and the identity of my brand. To this day, meditation remains a cherished and enduring practice in my life.
How can our readers further follow your work online?
Check out our website and make sure to follow us on Instagram for upcoming drops and delicious, simple recipes.
https://www.instagram.com/flowercheffoods/?hl=en
Thank you for these really excellent insights, and we greatly appreciate the time you spent with this. We wish you continued success and good health!
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
