The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Chef V (Vasisht Ramasubramanian), founder of Alchemy of Food—a sauce brand built on the principle that "real ingredients make real magic." After losing his sense of taste and smell from COVID-19 as a professional chef, Chef V took a sabbatical from the restaurant world and rediscovered his palate through clean eating. That devastating experience led to the creation of Alchemy of Food, a line of sauces made with real ingredients, no ultra-processed junk, and no ingredients you can't pronounce.


Chef V shares his journey from attending the Culinary Institute of America (which he calls "the Hogwarts of cooking schools") to opening restaurants around the world for well-known chefs, to winding down his restaurant career after COVID and launching a CPG brand. The conversation explores the moment he realized he couldn't smell cinnamon and cardamom in his rice, how honey from a local beekeeper became the foundation for his first sauces, and why he sold at five farmers markets a week in summer 2025 to validate product-market fit before scaling.


Throughout the episode, Chef V discusses the transition from buying 5 pounds of honey for a restaurant to sourcing 55,000 pounds for CPG production, why he's a trendsetter (not a trend follower) who champions local ingredients like Tennessee honey and Carolina spices over imported truffles, and how his chipotle maple sauce became a crowd favorite with its time-release mechanism (sweet first, smoky second, heat third). He also shares his experience as a Shelfie Awards finalist, getting selected for Sprouts' innovation set, and what it's like to see his products on shelves next to industry giants like Yellowbird and Momofuku.


Whether you're a chef-turned-founder navigating the science of CPG (pH levels, refractor readings, specific density), sourcing local ingredients to build a differentiated product, or building a self-funded brand while navigating the immigrant founder experience, this conversation offers honest lessons on transferring restaurant principles to CPG, staying true to your ingredient philosophy, and finding community in an industry that celebrates diverse flavors.


Listen in as they discuss:

  • Chef V's background: Culinary Institute of America, opening restaurants worldwide, and the devastating moment he lost his sense of taste and smell from COVID
  • What it's like to fake tasting food as a chef when you can't smell cinnamon or taste cardamom—and the fear it might never come back
  • How a local Tennessee beekeeper's surplus crystallized honey became the foundation for Alchemy of Food
  • Selling at five farmers markets a week in summer 2025 to validate product-market fit before scaling
  • The transition from restaurant to CPG: buying 5 pounds vs. 55,000 pounds of honey, and the science of pH levels, refractor readings, and co-packer partnerships
  • Why honey and maple syrup over other sweeteners: being a trendsetter (not a trend follower) with local ingredients like Tennessee honey and Carolina spices
  • Chipotle maple sauce's time-release mechanism: sweet first, smoky second, heat third—and becoming a Shelfie Awards finalist
  • Getting selected for Sprouts' innovation set and the distributor onboarding process that "brokered world peace and almost found the cure for cancer"
  • Favorite pairings: bacon-wrapped dates with chipotle maple, hot honey on pizza and ice cream, salsa verde on everything
  • Navigating the immigrant founder experience: celebrating diversity, expanding palates, and why we need more flavors from diverse backgrounds


Episode Links:


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  • Episode music by Super Fantastics

Creators and Guests

Host
Caitlin Bricker
Editor @ Startup CPG

What is The Startup CPG Podcast?

The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.

Chef V
Being a chef, it's an amazing profession. You get to play with food and make people happy. But also there are other sciences that involve with operating a restaurant. I still like the profession, I still admire the work. But it is very stressful everyday operations where things are changing like every minute. But in the CPG world, all. All those good habits needs to be transferred as well. So getting the right ingredients, sourcing it. But it's not about buying five pounds of honey anymore. It's about buying 55,000 pounds of honey. So the whole process changes, but the principle remains the same. So that's a lot of hard work in this aspect as well. But it's just now volumes you're talking and not just the flavors.

00:56
Caitlin Bricker
Hey, everybody. This is Kaitlyn Bricker, managing editor at Startup cpg. We are back with another founder feature. Today I'm chatting with Chef V, founder of Alchemy of Food, a sauce brand elevating plates whenever possible. Alchemy of Food was born out of Chef V's loss of taste after having Covid and became a rediscovery of his own palate. We got into what it's like to go from chef to food brand founder, taking over shelves as part of Sprout's innovation set, and what it's like being an immigrant founder in today's world. I truly enjoy chatting with Chef V and I hope you'll find joy in this episode. As always, enjoy. Hey, everybody. Welcome back to the Startup CPG podcast. This is Caitlin and today I'm here with Chef V, founder of Alchemy of Food. Chef V, welcome to the show.

01:44
Chef V
Hi. Thank you so much.

01:45
Caitlin Bricker
For anybody who's listening and is not familiar with the Alchemy of Food, can you just tell us a little bit about what Alchemy of Food is?

01:53
Chef V
You know, we live in a world where everything feels so fake from people, their LinkedIn profiles. Heck, even we have accepted intelligence to be artificial. But there's one thing that does not need to be. That is our food. Most food products and condiments you find on the shelves these days are filled with ultra processed junk and ingredients you don't even want in your food. So we want to change the narrative. So at Alchemy of Food, we have one principal belief, that real ingredients make real magic.

02:24
Caitlin Bricker
I love it. I love hearing that insight from you. And I will say our team was so impressed by your products. During the Shelfie Awards, you were a finalist in the sauce category, which is a feat in itself. I think beverages and sauces were probably the most jam Packed categories that we had for the shelfies in 2025. And to make it to the finals says a lot. And you're touching on that like artificial aspect of food and even everything that we're having right now with these human interactions which might not even be human. Your labels are so clean. And it was, I say this word a lot. It was very refreshing because it is when you get to see the bottle and the bottle looks beautiful and then you flip it and you can see those clean ingredients is just the perfect pairing.

03:11
Caitlin Bricker
So tell us a little bit about how you landed on the ingredients that you're using in your products.

03:16
Chef V
So my background is I've been a chef all my life. I came to the States to attend culinary school. I went to the Culinary Institute of America, which I call as the Hogwarts of cooking schools. And after working for some really well known chefs and opening restaurants for them all over the world, including Canada, Australia, New Zealand, Covid happened and a side effect of that was losing my sense of taste and smell, which is devastating for anyone, but particularly for a chef. So I decided to take a sabbatical from the restaurant world and take care of my health. And thankfully my taste buds did come back. And I attribute that to eating clean, living a relatively healthy lifestyle. And during that phase, that's when I realized it's a gap in the market.

04:02
Chef V
Everything you taste, everything you see is filled with link things you don't want in your food. And honey was one of the first things that I was able to taste and appreciate. And the local beekeeper that I was getting my honey from during winter, she had surplus and started to crystallize. So instead of usually they'll just discard it. So I took that from her and made that into sauces and then gave it to her. She sold it at her tens at farmers market which gave me an idea to test the products at market. So we did that. Sold at five farmers markets. Elite. Last year in summer of 2025, we got a chance to display at the fancy food show which is one of the world's biggest food shows. And also we got selected as a finalist for the Shelkey Awards.

04:49
Chef V
So that was our proof of product and product market fit also was there and Sprouts gave us an opportunity. We got selected into their innovation set and we are on the shelves now. And yeah, it's been three weeks since the launch and seeing some really good momentum. Now is a chance to propel.

05:12
Caitlin Bricker
Yes. Oh my God, you are giving me so much to unpack right now. I have to start with, and I have to say, too, I think everything you just shared is such a testament to how good your product is. And retailers are noticing that trade shows and the trade show attendees are noticing. We are noticing. It's a very cool thing to witness. So let's unpack everything you just told us, because I need to hear more about your Covid experience and losing your senses. I have the same experience, but I'm not a chef, so I can't imagine what it was like to be in that position. And also, I have to say this too. Have you ever heard of the movie, I think it's called Perfect Sense with Jew law? Not yet 2011, if I'm not mistaken.

06:00
Caitlin Bricker
And it's about chefs that start losing their senses in a pandemic. And this is obviously pre Covid. You might see some parallels there with your own life. But tell me, like, was there a specific moment where you went to taste something specific and you were like, I can't taste this item. I can't taste this ingredient?

06:22
Chef V
Yes, taste for sure. And even smell. That's the first thing. So if you any chef, before they eat anything, the first thing they do is smell. And then everyone in my family said so. Weird thing, Susan. The first thing is, yeah, okay, the aroma is what makes it right. So I love to cook every day at home. Cinnamon and cardamom are one of my favorite spices. So I put that in my rice, and then rice is like a staple. So the day I made it and then sat down, and the first day I, like, smelt it, and like, I don't smell anything now. And then I take a taste, and then I had made some curry, and I tasted that, and like, this is weird. I can't taste anything. It's just bland.

07:03
Chef V
It's just like some mass in your mouth, and it's like nothing, which did not give pleasure. It's like, what is happening?

07:10
Caitlin Bricker
I mean, did you think it was you being sick, or did you think it was maybe, like, stale ingredients? What was going through your mind?

07:18
Chef V
I couldn't taste anything. Even when, as a chef, the first thing you taste, the smell is for is the product good or bad? If it's sour, so you can throw it out, things like that. I could not taste anything. I mean, smell anything. And also, I knew that I had Covid because of the other symptoms. So I recovered from COVID And that's when it really hit me, because I knew, like, okay, during COVID as the side effect is going to come back, but actually when it Started feeling like it was few days after I had recovered.

07:49
Caitlin Bricker
Oh my gosh. My experience, I lost my sense of smell. At least I wasn't tasting at this point in time. When I was in the shower and I had opened up a mint scalp scrub that I have and I could like feel that cool feeling on my nose, but I couldn't smell it. I freaked out. And of course I like, get out of the shower. I'm trying to taste things. I had bulbas. They're like high powered eucalyptus peppermint lozenges. Nothing again. I could just feel the coolness, but I couldn't taste anything. It was an experience. It was not. Okay. Like, those are senses, obviously, all of our senses are things that we want to keep and when they fail, it's just, it's indescribable. Like I think in those moments, and you probably felt this too.

08:39
Caitlin Bricker
Like, what have I taken for granted when it comes to my senses up until this moment? And what will I do when they come back? What am I going to change about my life?

08:49
Chef V
Exactly. Or even if it's going to come back.

08:52
Caitlin Bricker
Right. Which don't let that thought into your mind.

08:55
Chef V
I know. And it's for me as a chef, my job was to train people and then taste food. So when I'm working, I still was traveling. I had still had a job to do. I could only fake it for a little bit. Thankfully, I had all the recipes standardized. So I can like look at things and say if it's good or not. But tasting it and judging it was not very easy. But you're right, you take things for granted. The hands just still work. It still do all those things. But when you can taste it's like, yeah, very depressing.

09:25
Caitlin Bricker
With food we have this. It's this point of connection that we have with other people. So if you can't talk about the flavor with each other as you're enjoying that food together or as you're serving it to somebody, like, that's a big piece of connection and communication that's just lost.

09:42
Chef V
Yeah, you are absolutely right there. So I grew up a Hindu. One of my best friends was a Muslim and then the other best friend was a Bengali. And then you had people who spoke Marath, healing people from all over India. And one really common connection was the festivals and the foods that they made during those festivals. So every week there'd be some festival, some celebration, and then a special food associated with that. And it was just a really amazing experience, like growing with so many people and still Live in unity and still work together, still have the same ideas. And we celebrate and we go to each other's house and have a good time. And food was one of my connections, so I did not eat that meat growing up.

10:25
Chef V
But the aromas of the rice and the spices that they use, our neighbors would make vegetarian versions of that, and that would still be amazing. And then we all sat down together, ate shared meals, and. Yeah, that's. You're absolutely right. Like, music and food connects people, and that was definitely one of my love languages. That's how I connected with people with food. And thankfully, I was given the gift and the skill to make flavors work. And that's how I got the nickname of the Flavorsmith, because my name is Vasish Rama Subramanian. It's very. It's a mouthful.

11:01
Caitlin Bricker
Vasyas Rama Subramanian. Did I do that?

11:04
Chef V
Very close. So just V. Chef V. And then had so many names. The one that I enjoyed was the Flavorsmiths or Toplets. Keep it.

11:14
Caitlin Bricker
I like it. I'm associating your brand. We just talked about this before we started recording, but you're the Flavorsmith, and this is the alchemy of food. It's very official.

11:25
Chef V
It is, definitely.

11:26
Caitlin Bricker
I need to talk to you more about your restaurant background, because I think the restaurant to retail pipeline is very fascinating, and I think it adds this other layer of authenticity and authority when it comes to buying products, because, you know, it's somebody who's really looking into the science of food and ingredients rather than just tossing stuff into a bottle. So tell me what it was like going from your restaurant background to then becoming a food founder. What did that feel like, and what did that journey look like for you?

12:00
Chef V
Being a chef, it's an amazing profession. You get to play with food and make people happy. But also there are other sciences that involve with operating a restaurant of cars, getting the. The right training in place, getting the right sops in place, and then working with the right ingredients, which changes every day. So you have to be there at the restaurant every day, checking things if it's the right quality or not. And then, you know, discard things and not use the subpar ingredients. So that was a habit that we had to work with, and that's very key for a good, successful restaurant. I mean, there are other issues associated with that too, which I don't want to get into. I still like the profession. I still admire the work, but it is very stressful everyday operations where things are changing, like, every minute.

12:48
Chef V
But in the CPG world, all those good habits needs to be transferred as well. So getting the right ingredients, sourcing it. But it's not about buying five pounds of honey anymore. It's about buying 55,000 pounds of honey. So the whole process changes but the principle remains the same. So that's a lot of hard work in this aspect as well. But it's just now volumes you're talking and not just the flavors. And then when you're working in a restaurant, it's about a bunch of other ingredients that needs to come together and make the plate look amazing visually. Smell everything, same thing. They have to transfer to sauces too. And then getting that without adding preservatives and emulsifiers and things like that, it is a challenge. So it's very process oriented too. And then figuring all that out, working with the right co packer.

13:43
Chef V
But now the recipes are more scientific. What's the ph level that you need to maintain? What's the temperature that needs to be maintained? What's the refractor readings in your. The specific density, things like that. Very scientific.

13:57
Caitlin Bricker
I'll pretend I know what you're talking about.

13:59
Chef V
It is interesting for me, but I know, sorry might not be very interesting for.

14:03
Caitlin Bricker
I can learn something too.

14:05
Chef V
Yeah. So that has been the major shift is keeping the principles the same in your everyday operations and the ethos of the business and also figuring out how you can scale without losing it.

14:17
Caitlin Bricker
Yeah. And how does it feel going from being that person who's cheffing everything up, cooking it and then serving it to becoming that founder. That's then relying on and trusting a co packer to then take your formula, put it into a bottle and then make sure it's perfected.

14:35
Chef V
The perfect example for this would be my 8 year old daughter. She likes to cook and she got a cookbook as a gift for Christmas. And then when I cook food, it's completely up to intuitions. Right. It's like add this but then I had to put that in piece of paper so it's consistent. So the best way is to do testing. And then my daughter just buy the ingredients and then she does the cooking and then she loves it. You love it though. We have to do some tweaking. You know the recipe and you find the right recipe. If you add something and you need more stuff though needs to be adjusted and that's the opportunity. So did that testing a couple of times and then it, not just me was making it. I can make stuff.

15:18
Chef V
And then that was my job, like coming out new flavors every day, but keeping it scientific and handing the recipes to others who want to help. And then it was a task I had to work with three different co partners to finalize one where we can work together to scale at that level and keeping the quality consistent.

15:38
Caitlin Bricker
Totally ultimate test of trial and error. And then perfecting your product.

15:43
Chef V
Yes, all those are scientific learnings that I got to do after I switched my career to CPG Focus.

15:51
Caitlin Bricker
And I'm curious too, like, how did you land on using honey and maple syrup versus other sweeteners in your products? And I know that you're pretty big on following your heart when it comes to ingredients rather than focusing on trends that are happening right now. So how did you land on those sweeteners? And then how did you just stick to your guns or follow your heart when it comes to picking your ingredients rather than saying, okay, this is functional, it's going in the bottle, it's going to follow a trend.

16:21
Chef V
Oh, I believe that I'm more of a trendsetter than a trend follower. So, like, trough was big few years ago and then hot honey was big last year. So my thing is, why go to Italy to get expensive truffles or go to China to get cheap honey when you have some really amazing things in our own backyard? It's maple and one of the flagship products is a chipotle maple. And then it has all the ingredients that are sourced within the United States. We don't have to travel far for it. And adding some spices that are grown in the Carolinas. It has a time release mechanism. It's sweet first, it's smoky and then the heat comes in. No one else is doing that. So it's about figuring out those ingredients which are local to us.

17:08
Chef V
And then even the honey aspect is years local honey that is sourced in Tennessee. So yeah, it has more nuances to it, more flavor to it.

17:18
Caitlin Bricker
I love it. And it seems like sprouts loved it too. So tell me what it's been like gearing up for your launch with the Sprouts innovation set. And what is that looking like for you right now?

17:30
Chef V
Oh, it is a fantastic opportunity. That was one of the best things that happened for the business last year. It was a process figuring out the exact amounts for fundraising and packaging, labels, everything. All those were the exciting time. But also onboarding with our distributor, I joke that they brokered world peace and almost found the cure for cancer at the time. It took to onboard with. Just tell that. Right. And then getting on the shelves the first time, you know, figuring out the Logistics. If all the products went to the different distributors, any damages happened, all those things. And then now they're finally in the shelves. And it was amazing to see our products right next to some of the biggest players in the market. Al Foods and Molly bars is amazing. And then we have Yellow Bird and then chef Scott Conan's products.

18:23
Chef V
So all in the same vicinity. So.

18:26
Caitlin Bricker
And all very unique from each other too.

18:28
Chef V
They're all very unique from each other and they're one of the best in the market now. And they are trendsetters. So just being seen with them was a big achievement by itself.

18:38
Caitlin Bricker
Congratulations.

18:39
Chef V
Thank you. Now we are working to see what we can do next. We have some exciting things happening. Working on some new flavors. That's always the question. Like, hey, what's next? I'll be traveling too. I'd probably see you at the alley rally.

18:52
Caitlin Bricker
Yes.

18:53
Chef V
At Expo West.

18:55
Caitlin Bricker
Yes, you will. So I'm curious, like their sauces? Of course. You can mix sauces in to anything. You can put them on anything. What are your favorite pairings?

19:06
Chef V
Oh, one of those really popular ones I do is a bacon wrapped date.

19:10
Caitlin Bricker
I love dates.

19:12
Chef V
Oh, yeah, of course. Yes. Who doesn't? And it's with candy, but nature's candy. And the California dates are amazing. I would say par with Saudi Arabian dates, but yeah, it's bacon seasoned with little bit of chipotle maple barbecue rubber. And then grab the dates, bake it nice and crispy for like 20 minutes, and then drizzle it with the chipotle maple sauce. It is amazing. I've done so many of those and that's definitely the crowd favorite. And then hot honey, it goes great on everything from pizzas to chicken, even ice cream. I like to put that on fruits. And then the other really popular one is the lime salsa verde. And that has been definitely a lot of repeat customers for that. For every sauce, for tacos, to eggs, to burritos.

19:58
Caitlin Bricker
On Patty, our head of marketing and community, I think her husband Kevin, might be your number one fan when it comes to the salsa verde.

20:05
Chef V
Oh, wow. Okay. I love that. Yep.

20:08
Caitlin Bricker
Just so you know. Thanks, Kevin. Thanks, Patty. Do you see yourself expanding beyond sauces? Anytime.

20:15
Chef V
There has been a lot of demand for spice rubs and that makes cooking so much easier. But again, there is an opportunity there too. We are working on a few spices. I have to work with the co packer to source the ingredients. That's the phase we are in right now. So, yes, spice rubs, which also add some functionality, not just flavor.

20:36
Caitlin Bricker
I love it and I know that you were talking a lot about your upbringing, too, and passing flavors among your friends. And I'm curious before we wrap up here, if there's anything that you want to add about being an immigrant founder and navigating the culture in the US While still keeping your identity.

20:53
Chef V
Oh, that has always been an intro. We can talk about this for hours. So, like I was telling you that I grew up in a community where so many different languages, religions, we all lived together, still live happily. And when I came to the States, I had very similar experience, to be honest, at the coloration of America. They elected me to be the group leader, which happens the first few days. And then I still am in touch with a bunch of them, and they've been super supportive. And then you also have some bad aspects in the society that happens to you. But I applied for my visa through my job. I got it. And then the day I went to celebrate with my family, one of the managers there made a comment saying that, hey, now this guy's our slave.

21:42
Chef V
And then navigating that experience, because after that, like, just changed with that, hey.

21:48
Caitlin Bricker
I'm sorry to cut you off. I am outraged for you, and I'm sorry that happened. Not cool.

21:55
Chef V
It's not. That's the life of immigrant you, or I'll say a chef, right? You put your head down, work, and then work towards the next goal. And there also been comments where they would say, go back to your country, things like that. But then when they miss you, they also apologize and they tell you they're sorry if I. Whatever happened.

22:13
Caitlin Bricker
Yeah, sure.

22:14
Chef V
But it was sad the way things are going. And my wife is American. She is from Oklahoma. And then just today, I got my ancestry report back, and that was my gift from my wife for Christmas. And I was confident that 100% Indian, there's nothing else in me, you know, that was my prediction. And then I was 99% right. I am 99% Indian. And then one person comes from the Nepal and the Indus region, but still very Indian. Nothing yet. And then the wife, she has German and English in her. And our daughter, of course, will have both now. So it just says that, yeah, we can still live together. It doesn't matter which country, which language you speak, which food you eat, which God you believe in, we can still live harmoniously. That's the hope that I live in.

23:09
Caitlin Bricker
And thank whatever God for you expanding my palate and all the other brands that are bringing these culinary flavors from all over the world to expand our palates, because, damn, my food would Be so boring if it weren't for founders like you.

23:24
Chef V
Thank you. You're very generous with your compliments.

23:28
Caitlin Bricker
I mean, it's the truth, though. I think we are experiencing this. I don't even know how to eloquently say this. I feel like I'm a much better writer than Speaker. But I do think that we're experiencing this almost like cleansing of the palate, which is not what we need. Like, we need more flavor in the world. We need more flavors from all over the world, from diverse backgrounds, from people like yourself. Again, like, this is a connection point for all of us. We connect over food. We connect over conversation. And to see those things kind of like almost be forced to disappear is not okay. Not cool.

24:06
Caitlin Bricker
So I just needed to say that and also thank you too, for continuing to do this, even in the climate that we're living in right now where it might feel like, scary or I don't even know, like, I can't even speak for how you feel right now, but as an outsider looking in, I can imagine that it probably feels uncomfortable at times.

24:25
Chef V
Completely agree. No ice is bad. Just last week we had ice storm. I was not home, but my family was and everything got covered in ice and most of that died. Now it's all thawed and it's going to start rotting. And see, ice is not good. It just rots things.

24:46
Caitlin Bricker
Interesting way to put things. I fully agree with you. Well, Chef V, it has been a pleasure to connect with you to learn more about your brand, to learn more about your background. And again, I just want to thank you for sticking with it, sharing your flavors with the world. Let's get your flavors and your products into more hands. Where can people find you online? Tell us your website and tell us your Instagram handle.

25:11
Chef V
So Our website is www.theflavorsmith.com Instagram is @real flavorsmith and I can find us on our website through we also available at Amazon and we are also on wholesale at unfair. So yeah, we few avenues. And of course right now sprouts would be the easiest way to find us. Go to your closest sprout store and then find us at the innovation set.

25:40
Caitlin Bricker
Yes everyone, if you have a sprouts close to you, go pick up the alchemy of food products from sprouts asap. Signal to sprouts that you want to keep seeing them stocked so that you can have your hands on them constantly. That is the best way to support these brands in retail. Go to the stores, grab them, send that signal. Sheffi, thank you so much. Again, this has been a pleasure. I'm sure I'll catch you very soon. Alley Rally for sure. But I feel like I see you constantly, so I'll be sure to grab some samples next time I see you.

26:11
Chef V
Thank you so much, Caitlin. Thank you for everything.

26:14
Caitlin Bricker
Thank you. All right, I'll see you soon for sure. Bye. CPG BFF Thefts We've now arrived together at the end of another episode of the Startup CPG Podcast. As you may know, we're not just the top globally ranked CPG podcast. We're a community of tens of thousands of CPG founders and experts and you should join us. If you haven't already. Head to startupcpg.com to sign up. You'll get an invite to our Slack community, hear about events near you, and get access to opportunities that connect you with the buyers, investors and other brands. It's free. So what are you waiting for? I'll see you in Slack and in real life. Thanks for listening.
Transcribed by https://fireflies.ai/