Let’s dive into our super fun mini-series that’s all about celebrating a few cool entrepreneurs! PaSH is centered around sharing inspiring stories, breaking down stereotypes, and sharing the authentic, behind-the-scenes moments that make entrepreneurs so amazing. Let’s dive into, “Spicing Up Life: How Susannah Sapir Built Hippy Pilgrim from Scratch”.
Meet Susannah
SUSANNAH “Suzy” SAPIR is the owner of Hippy Pilgrim, a farm to table garlic salt and gourmet seasoning company based on the South Shore of Massachusetts. Susannah was discovered by Food Network on the inaugural season of the Next Food Network Star where she placed in the Top Four. Since that time, she has represented some of the most influential brands including: Kraft Foods, Ragu, McCormick, General Mills, Benefiber, I Can’t Believe It’s Not Butter, Breakstones, Allrecipes and Sony. Susannah is a seasoned on-camera talent and has worked alongside Emmy award winning FN host Sandra Lee, actress/tv host Rebecca Budig, JD Roberto and George Durant.
If your business had a theme song, what would it be and why?
Born to Be Alive by Patrick Hernandez because it’s fun and about making the most of our lives, living life to the fullest and for me about stepping outside your comfort zone in order to have some much needed fun. I love having fun in the kitchen and showing people the kitchen can be the most fun room in the house while pulling off meals for your family.
What’s the most unexpected lesson you’ve learned since starting your business?
Being authentic, vulnerable, open and honest with your customers builds a very strong connection and relationship. I was always afraid to let my customers into my crazy little life but came to realize this is what they want and love! Sharing my struggles with divorce, depression and life overall has allowed me to be very relatable to my customers and our relationship is stronger because it’s more personal now. They know me and I know them.
What’s the craziest idea you’ve ever had for your business that worked?
Opening up a 7 day a week Hippy Pilgrim Helpline assisting complete strangers with their cooking or kitchen related questions. The social media video about it went viral and everyone in my circle thought I was insane for doing it. Many people expressed they don’t have a mom or someone to call and this helpline fills that void. That melted my heart. It has turned into one more way my customers and strangers can connect with me on a personal level while learning something too.
If you could have dinner with any entrepreneur (alive or dead), who would it be, and what would be the first question you’d ask them?
I would want to sit down with author and motivational speaker Mel Robbins who is a fellow MA girl. I would ask her how she manages to execute all branches of her business plan living with ADHD. I struggle with it and have my strategies for success but would love to see how someone at a higher level pulls it off.
What’s the funniest or weirdest customer request you’ve ever received?
I had a customer gift me to his wife for her birthday. I showed up at their doorstep ready to cook her a fabulous meal while she watched and then served them dinner before I left. She was so excited!
If your business could have its reality show, what would it be called, and what would it be about?
My show would be called The Hippy Pilgrim and be a big brother style show documenting all the crazy adventures in my MA kitchen, the garlic salt business plus the calls received to the helpline. My kitchen never closes and has a revolving door of fun cool people who pass in and out that would make for entertaining television.
Can you share the story behind starting your business and what inspired you to take the leap?
I was gifted garlic salt at an old job and had never used garlic salt before. When I asked the woman for more she told me she makes it once a year and to make it myself if I wanted more. My first batch I made is now the Original recipe for my best selling garlic salt. I left my job to pursue Hippy Pilgrim full-time because my intuition said it was the right path and I found it to be fun, flexible and kept me home more with my boys as a single mom.
Can you describe a moment when you felt like giving up and how you pushed through?
COVID put me out of business temporarily. All my farmers markets were cancelled and the only avenue I had to sell my salt was my website. So I built an Honor System Farm stand on my property during COVID and that little farm stand saved my family and business during the shutdowns. We had lines down the street and the local paper featured it. Our brand was the first of its kind and it took off and succeeded! We were voted Best Farm stand for 2024 in South Shore Home Life and Style Magazine. Also Best Locally Made Food Product for 2023 and 2024!
How do you handle competition, and what sets your business apart from others in your field?
I don’t focus on my competitors. My focus is on doing what I do best and that is making unbelievable spices and seasonings to make people’s lives easier in the kitchen. I focus on what everyone else ISN’T doing and create new opportunities that are innovative such as the farm stand and the helpline. I also have a background in food television and am able to represent my brand well through producing my own cooking content etc.
Can you discuss any partnerships or collaborations that have particularly impacted your business?
Three weeks after I launched Hippy Pilgrim I landed on the Queen Latifah Show for a cooking segment featuring my salt and it doubled as a branded integration for a new SONY kitchen tablet. This spot put my business on the map nationally very quickly. Working as on-camera talent for Kraft USA and Canada also taught me the business side of branded video content which I now apply to my own products and business.
Thank you for reading, “Spicing Up Life: How Susannah Sapir Built Hippy Pilgrim from Scratch”. Please find more interesting stories within our mini-series here.
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