Carmel Hagen

Supernatural | New York, NY

Reimagining the ingredients that help chefs shine.

#ToryBurchFellows

Supernatural pantry staples.

Company description…

Supernatural makes non-toxic baking ingredients for creative chefs. Our plant-based food colors, soy-free sprinkles, and other pantry staples help chefs express themselves through food without the use of artificial colors, preservatives, or common allergens.

I started my business because…

The kitchen has always been my happy place – I even won a Pillsbury Bake-off when I was 10 years old! However, it took spending an entire decade in tech before I thought, “What if your happy place was also your workplace?” As a result, I started Supernatural. I started this specific food business because less than 1% of craft baking products have natural alternatives, and I knew how much we needed them. No one wants to put carcinogenic sprinkles on their ice cream anymore!

What makes my company unique…

We’re real sticklers about product performance. For example, our plant-based food colors are the first natural options that are also heat resistant. Before they launched, home bakers couldn’t depend on naturally-derived colors for most uses, since they fade in the oven. Because of this, they had to use artificial dyes instead—full of toxins, allergens, and ADHD exacerbators—that are even banned in other countries. Our colors can take the heat so that chefs can finally stop using that stuff.

Mantra I live by…

“Do what you can, with what you have, where you are.” -Theodore Roosevelt

You should vote for me because…

If you have sprinkles or food coloring in your kitchen, then you have carcinogens in your kitchen. We can fix that.

Top 3 goals for my business are…

  1. Building our community of creative chefs.
  2. Getting onto a shelf near you.
  3. Moving our newest product through manufacturing trials and into production. It’s the coolest.

Women entrepreneurs are…

…all around you, and you should never think twice about asking them for their help.

Being a Tory Burch Foundation Fellow would allow me to…

Conduct some important market research! We enroll in pastry and cake decorating courses to understand the most critical functions and features of the products we reinvent, so the education grant would help fund these.

Best moment at my company so far…

The biggest exhale of my life happened when we got back the sales data from our launch at Whole Foods. You never know what’s going to happen when a new product hits the shelf, so seeing the positive reaction was incredibly validating.

I am inspired by…

Human creativity in all forms.

I #EmbraceAmbition because…

I believe my ideas can help change the future for the better.

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