Local Founder Expands CA-Based Truffle Company In The South

Real french truffles blended with hand-farmed natural sea salt from Bali is unique and versatile.

Local marketer Andy Hagedon, owner of smArt Image in Charleston, has rolled out new truffle products to retail locations throughout the South, including Charleston, Columbia and Greenville.

Truffle Shuffle Dir of Retail Operations and smArt Image founder Andy Hagedon

Hagedon partnered with world-class chefs in 2018 to launch a new consumer product goods company called Truffle Shuffle. The Oakland, CA company has supplied its Balinese Truffle Salt and Brown Butter Truffle Honey to more than 100 retail locations in seven Western states since 2019. Hagedon took over the wholesale operations this summer and quickly more than doubled the number of locations carrying the products, including 140 new Whole Foods Market stores in three new regions from TX, along the South and up the East Coast to PA.

"We've been building this company for about three years, so we're really excited to finally walk into our local Charleston Whole Foods and see our products on the shelf," Hagedon said. smArt Image was responsible for much of the creative marketing behind the new brand, including logo and label design, photography and videography as well as the online presence.

Truffle Shuffle has grown exponentially in 2020 with the launch of private, corporate and public live online cooking classes and is preparing to close on its seed round of funding this year. Truffles, the tuber fungus that grows below ground along the roots of certain trees and is often hunted using dogs, is one of the most expensive and coveted culinary ingredients in the world. According to Neilsen US Food Data, the truffle products category has grown 23% YOY in 2020 and consumers continue to seek new, bold flavors in snacks and home cooking.


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