#184 -Distributor Spotlight: Karen Slusher of Azure Standard

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Feb 25, 2025

In this insightful discussion, Karen Slusher, Chief Experience Officer of Azure Standard, shares her journey from corporate life to leading a mission-driven distributor. She highlights Azure's focus on supporting independent brands with sustainable practices, innovative distribution methods, and community collaboration. Karen reveals the booming demand for bulk products and how Azure's unique family-owned ethos sets it apart. Plus, there's a tasty spotlight on Missy J's carob as a healthier chocolate alternative. Tune in for a fresh perspective on transforming the CPG industry!

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ADVICE

Partnering with Azure Standard

Partner with Azure Standard to reach health-conscious consumers.
Leverage their buying clubs for immediate traction and brand awareness.

INSIGHT

Azure Standard's Mission and Values

Azure Standard prioritizes independent and family-owned brands, aligning with their own ethos.
They support these brands' growth while maintaining control over ingredients and product quality.

ANECDOTE

Daniel Scharff's Experience with Azure

Daniel Scharff shares his positive experience working with Azure Standard.
He highlights their collaborative approach, reasonable marketing costs, and access to motivated consumers.

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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:

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Episode music by Super Fantastics