Wynn's Kitchen with Wynn Austin, Founder, feature 106 of Together Talks

KLS
Feb 22, 2024
7 min read

Updated: Apr 14

"Together Talks" feature 106: Wynn's Kitchen presented by KLS, freight company

Some Background on Wynn's Kitchen

For today's edition of "Together Talks" campaign, KLS had the privilege to interview Wynn's Kitchen and Founder, Wynn Austin. Wynn’s Kitchen was founded by a San Diego mom, Wynn Austin. In 2016, she started suffering from anxiety despite being an avid tennis player. Desperate to feel better, she focused on eating healthier, by cutting out sugar, and focusing on whole foods. Although her health improved, she was craving Asian food. Once she started reading the nutritional labels, she realized most of the Asian sauces that she used to cook with contained sugar, gluten, and/or preservatives. She noticed a huge void in the marketplace. In her home kitchen she created the first batch of her Saté Sauce, made with all natural ingredients, with no added sugar. Wynn’s mission is to share natural Asian food products with flavors inspired by the Vietnamese cuisines that she grew up eating. She believes that you don’t have to sacrifice flavor for quality.

Solving her problem

With Wynn suffering from health issues starting in 2016, she set out to create a solution to a problem she was facing. She missed cuisines she enjoyed eating, but could no longer consume due to how they were prepared. She started out to solve the problem in her own kitchen. Because she could no longer eat the sauces she had been consuming her whole life or find anything in stores that now fit her dietary restrictions, she wondered if she could produce an alternative option for herself. Having to cut out sugar, soy, and gluten, she began with her first product, her Saté sauce. During this process she shared her journey on Facebook for healthy eating options. Soon after she was delivering small batch orders in mason jars. She jokes this was an accidental business, she never envisioned it would become a business when she first stepped into the kitchen.

In September 2019, she officially launched Wynn's Kitchen. Wynn said that competition is other Asian Sauce based brands, however her product is unique in that it focuses on being an option for dietary restrictions. She mentioned that here in the states it is common for American sauces and condiments to have many more options available, but in the Asian sauce space it is limited in terms of what is being offered. Most Asian sauces have high amounts of sodium and sugar. Wynn had created an entirely new option. She was providing the same taste with the option to be healthier. She also credited that there is very little innovation in the Asian sauce and condiment sector which gives her inspiration for more additions down the road. Wynn stated how it has been a challenge to educate consumers that a "better for you" product can actually taste just as good while being unlike any other sauce they have tried.

3 year process

Wynn believes the reason it took her three years to officially launch her company was she resisted it for such a long time. She mentioned how she had no idea how to get a food product into the market. She loved her product and what it was doing for those who she shared it with up until then. She also shared how difficult 2019 was for her as she was going through a divorce, a move, a lot of emotional turmoil that made starting a business and even more daunting task.

She believed she had come to a crossroads and made the decision she was going to move on from creating her sauces. She was ready to close this chapter, but she looked once more at the support from the community she had built. Instead she leaned into that amount of positivity and let the drive her, she had something to focus on. "It made me so happy to make others happy. To be part of their pantry and be an option they know and can trust is so great.", Wynn explained. She decided she was going to really start researching and find out how to make this a reality and convert her hobby into a full-fledged business.

Wynn continued, "It was tough back then. There was no Startup CPG, no Naturally San Diego. These resources available now weren't there prior to Covid. Information was much more limited." Wynn began making about 100 jars per month. She stated she didn't have a food background, just enjoyed being a home cook, but over time has turned into a food scientist. Working with the copacker she had to learn about the pH level to make it shelf stable. Maintaining the product being as clean as possible required about 5-6 changes to replicate what she was creating in her home kitchen. Her first shipment to FBA was 24 jars near the end of 2019. It sold out within a week.

During this time of starting her new company Wynn also was working in real estate. She credits the ability to go at her own pace and slowly learn her new CPG company in the early stages. In May 2021 Wynn faced another crossroads. At the time RE wasn't doing well in her region. Her pipeline went from $8 million to nearly zero. She had to make the decision that she had to be all in with one or the other, no longer could both take up her time. She decided that she was going to pursue her new company and if it didn't work out she would move on from it and find a salaried job. Then Wynn did one of the most creative things we ever heard of. "I called up and planned a dinner party for 10 potential investors I had been talking to. I threw together this party and that night I raised $100,000 for Wynn's Kitchen."

Growing pains

Toward the end of last year her company had a huge growth spurt. Wynn shared how exciting it was, but in September big retail stores all came at once. There was panic. "Consumers don't realize how inventory management and capital are needed to have that balance.", Wynn explained. While these big growth spurts are incredible and mean you're on the right track it can be very stressful. Wynn had to be resourceful and she called bankers to try and get a business line of credit. She had a business account with Wells Fargo and was able to obtain a loan through them to cover this added inventory for her new retail partners. Making this quick adaption has put her in a place where she feels that anytime this year she gets the big thumbs up from a new partner Wynn's Kitchen is well equipped to have their process ready.

Despite being resourceful during this huge boom, it was not easy. Running a business especially in CPG is so difficult. Wynn Told us about how hard things were during Covid. She lost her first co-packer with retailers asking for orders that couldn't be fulfilled. "I only had 15 stores at that time, but felt awful.", Wynn shared. She told us she cried all the time and told people around her she wasn't sure she or the company would make it. "It gets overwhelming. But I've found for me that when you have those difficult days you have to go to sleep. Shut everything down. And when you wake up find the easiest thing you have to do and cross it off. Then move to the next. One task at a time to get back on track is what works for me.", Wynn elaborated.

The persistence of Wynn and her great products have helped create the trajectory she is on now. She mentioned how the product sells very well on Amazon, a strong customer base. She also mentioned that as her company gains brand awareness, the possibilities are endless because as a society we are trending towards consumers wanting to eat better and demanding better ingredients. Wynn shared her thoughts on running her company, "I've found my calling. I love the creativity and flexibility it gives. I'm always learning something. I've met so many incredible people, especially those who love food like me. This is a very difficult lifestyle, but I love it, it is a blessing." This year Wynn hopes to launch her third sauce. All 3 will be uniquely different, but benefit each other. Lemongrass stir fry which is a staple of Vietnamese Food. She is anticipating a huge growth once it is released and is focused on building velocity on the west coast.

Pride

Starting in the venture and betting on herself has led Wynn to some incredible celebrations. One being part of Naturally San Diego, which launched in 2020. At the start everything was done via online during the pandemic. The following year Wynn applied to pitch, but didn't get invited. She did get to go and attend. She walked away from that event wanting to pitch and had it in her mind that the next year she would make that happen. In 2023, she was picked as one of the finalist. Over 500 people turned out and she pitched first. She was voted for People's Choice and mentioned how critical it was to grow out of her comfort zone both personally and professionally.

Reflecting back on her nearly 5 year journey, Wynn shared moments that mean the most to her. She started with the dinner party she threw. "Having the confidence to meet with potential investors and be able to articulate my mission and vision and ultimately get their backing was incredible. Surreal truly, I never thought I'd have the ability to do that.", Wynn shared. She also mentioned pitching at Naturally San Diego. And the last moment was the most touching and inspirational for her, seeing her product on the shelf for the first time. Wynn told us about that day, "It was in Seaside Market in Cardiff. The first store that gave us a chance. I was driving with my daughters and thought lets stop by and see if we are displayed yet. We walked in to the shelf and my Daughters said, "Mama is that your sauce?!' It is a moment I will never forget."

Piece of Advice

The conversation with Wynn ended with her sharing her piece of advice:

"Always take one thing at a time. Start small and think big. Especially with CPG, you'll hear about unicorns and it can be misleading. Not doing enough or growing fast enough can be detrimental to your true growth. Focus on you and your company. Keep testing, start with your community, your friends, your neighbors, your peers. Will they buy your product, and will the repurchase? Before you invest thousands of dollars in an idea that won’t resonate with people."

Visit the Wynn's Kitchen website and use the coupon code below!

KLS15 ---> 15% off

In Closing

KLS wants to thank Wynn Austin, Founder, of Wynn's Kitchen for today's "Together Talks" feature. Follow along for their journey with their social handles below!