The Bitter Battle Behind Bitchin' Sauce, A San Diego Success Story Turned Sour

In the world of vegan dips, few brands have captured the local imagination like Bitchin' Sauce, born right here in San Diego. But behind the success story lies a tale of familial strife, corporate control, and a resilient comeback for ousted brothers with the creation of Good Lovin' Foods.

As the current "official" story goes, Bitchin' Sauce started as a side project by then-teenager Starr Edwards in 2010, driven by her personal quest for better vegan options. The sauce, crafted from almonds, quickly transcended from San Diego farmers' markets to supermarket shelves across California, growing to a $2 million business by 2015. Edwards, alongside her husband, brothers and other family members, had turned a culinary experiment into a booming enterprise.Ìý

Starr's brother, Ryan Smith, has a different take on Bitchin's history. The man whose face once was once plastered on every pack of Bitchin' Sauce, Ryan's story has him as the stalwart who took the company from a family hobby to the big leagues, while at the same time also finding jobs with the company for his parents and siblings.

The path to success was not without its battles. A dispute over financial and operational control within the outspokenly Christian family led to a legal showdown in 2015, resulting in Edwards taking full ownership of Bitchin' Sauce. Her brothers, Ryan and Porter Smith, found themselves ousted from the business they helped build. Ryan Smith, in a previous , described the split as moving from "a six-figure salary to nothing," highlighting the personal and financial toll it took on him and his family.

Not ones to be defeated, Ryan and Porter Smith channeled their passion and experience into forming , a Vista-based company now widely known for their popular Keto protein bars.ÌýTheir newest venture, JeeSauce Almond Dip, is a direct competitor to their sister's Bitchin' brand. But it was not just about revenged and starting anew but also about doing things differently. JeeSauce was designed to be shelf-stable, overcoming one of Bitchin' Sauce's logistical challenges.

"We have what we think is the 'sauciest story ever told'," reads the About Us section of the JeeSauce website. "It's a true story full of unbelievable twists and turns that is deserving of a #1 Best Seller someday. Juicy details to come, but first….we have concern for your salivation ... So much so, that even after altering the dipping industry forever by founding and building a company as successful as Bitchin' Sauce, there is still more to do and more problems to solve. What problems you may ask? Well for one refrigeration. Our previous brand is stuck. It's stuck in a box called a refrigerator. That means it needs to be stored shipped and sold in a chilled box. Expensive and limiting."

Despite the inherently limiting nature of their signature product, Bitchin' Sauce, under Edwards' leadership, has seen remarkable growth, now boasting annual sales of $55 million and a recent deal with Starbucks, showcasing its chipotle flavor in over 10,000 stores. Edwards credits this success to aligning business goals with those of her partners, emphasizing innovation and customer engagement. Bitchin' is now sold in some of the country's top retailers, including Whole Foods Market branches and Costco locations nationwide.

Meanwhile, Good Lovin' Foods has carved out its niche all its own with its Good Lovin' Foods snack bars and now with JeeSauce, praised for its bold flavors and the story of redemption it represents. The brothers have not only rebuilt their business but have also garnered a loyal following by openly sharing their journey...and their dramatic story. They openly outline the family's Bitchin' drama on their JeeSauce website.

"It's nuts," reads the JeeSauce website on its page ''. "Most sauce-lovin people have tried our first brand called Bitchin’ Sauce, also made with almonds.We were the guys who built that brand from the ground up...What we didn’t realize is that we had already made a big mistake. We partnered with the wrong person. All of a sudden, one of the three owners wanted a little more control. They didn’t like the three way even split of ownership and the possibility of getting outvoted on business decisions.First, they questioned 'the validity of our ownership percentage'. That didn’t work. We each owened 33.3% ÌýThen they resorted to claiming 'intellectual property' on the Bitchin’ Sauce recipe, locked everyone out of headquarters that disagreed with them, and set off with ALL of the customer accounts and revenue streams that had been built up the previous 5 years. It was a highly surprising and sudden power grab. We didn’t think our own family could do something like that. We set up a 3rd party mediation, but that request was denied. Instead of perusing our company in the courts, which we found out is biblically wrong when involving family, we gave over whatever was not seized, and signed over our shares to our beloved sibling. That was tough on us. We started over with nothing. But God, had another better idea for us:) We started a new company that makes better products, and is honorable at its core."

The family still remains divided. In a recent, since-deleted post on , Ryan Smith details what he claims is "The Truth Unveiled: What Bitchin' Sauce Doesn't Want You to Know!" With a smirk on his face, Smith tells the story about how one of his loyal customers confronted his sister via email, essentially calling her out on allegedly altering the company history, to which Starr purportedly responds.

"That is not the truth...", reads the alleged email from Starr Edwards. "Consider your sources and what they have to gain from that narrative. You've succeeded in hurting me. Please stop using my family for your personal entertainment."

This Bitchin' Sauce saga raises questions about ownership, control, and the ethics of family businesses. The split between the Edwards and her brothers is a cautionary tale about the potential pitfalls of mixing family with business. For consumers, the choice between Bitchin' Sauce and JeeSauce might not just be about flavor but also the values each brand represents.

For San Diegans and beyond, this story is not just about dips but about resilience, innovation, and the enduring spirit of local entrepreneurship. Whether you're spreading Bitchin' Sauce or dipping with JeeSauce, you're engaging with a piece of San Diego's complex and flavorful business landscape.

Originally published on February 3, 2025.Ìý