A Decade of Flavor: Celebrating 10 Years of Florida Pure Sea Salt
Florida Pure Sea Salt quietly turned 10 years old last month and we had a chance to sit down with the founder Maureen Cacioppo to learn what this journey has been like.
A very salty and special supporter sent us this celebration pumpkin in the mail!
1. What inspired you to start Florida Pure Sea Salt 10 years ago?
Florida Pure Sea Salt started with a simple thought: “I wonder if I can turn my unusual hobby into a business?” But before that idea ever crossed my mind, there was a question that started it all: “How is sea salt made?”
That curiosity sparked a journey I never could have imagined. What began as a simple question and a fun hobby gradually turned into a passion, and eventually, a business. Ten years later, I'm incredibly proud of what started as a little curiosity and grew into Florida Pure Sea Salt.
2. When you launched the business, did you imagine it would grow into what it is today?
Not at all! Like many entrepreneurs, I started with a vision, a lot of enthusiasm, and a willingness to figure things out along the way. I could never have predicted all the opportunities, relationships, and experiences that would come from taking that first step. The journey has been full of surprises, learning experiences, and moments that have made all the hard work worthwhile.
The early days trying to get the texture right
3. What has been your proudest accomplishment over the past decade?
One of my proudest accomplishments is watching Florida Pure Sea Salt grow from a simple idea into an established brand with products on retail shelves and in kitchens across the country. Building something from the ground up takes persistence, patience, and a tremendous amount of belief in what you're doing. I'm especially proud that we've remained committed to quality while continuing to innovate and expand our product line.
Equally important to me is building a business that reflects our values. We've worked hard to incorporate environmentally responsible practices, use recyclable packaging, support the protection of our waterways through corporate sponsorships of environmental organizations, and give back through our Salts For A Cause program.
But some of the most meaningful moments are also the simplest. When a customer tells me they've purchased our salt to share with family and friends, it absolutely warms my heart. Knowing that something we've created has become something people enjoy and want to share with others is truly the greatest compliment. That's what makes all the hard work worthwhile.
Spotting our sea salts in the airport while running to catch a flight
4. Was there a defining moment when you realized the business was gaining momentum?
There have been several moments of ups and downs, but seeing our products gain recognition and finding retailers who genuinely believe in our brand have been especially rewarding. Every new retail partnership represents more than another account. It means another opportunity to introduce Florida Pure Sea Salt to customers who may not have discovered us otherwise.
5. What has been the biggest challenge you've faced, and what did it teach you?
One of the biggest challenges has been learning how to grow and manage all the moving pieces of a small business. As a founder, you're often wearing every hat, from product development and sales to operations, marketing, and customer service. I've learned that entrepreneurship requires flexibility, resilience, and the ability to adapt. Not everything goes according to plan, but some of the best opportunities come from being willing to change direction and try something new.
2019 when we received our first big order. It felt huge to me!
2026-orders have grown!
6. What values have remained at the heart of Florida Pure Sea Salt since day one?
Quality, creativity, and a commitment to our customers have always been at the heart of our business. I believe in creating products that people enjoy using and can feel good about bringing into their kitchens. We've also built our business on relationships. Whether it's a retailer, chef, distributor, or individual customer, every relationship matters, and we never take that support for granted.
7. Is there a customer or retailer interaction that has been especially meaningful to you?
What means the most is hearing how customers and chefs incorporate our salts into their everyday cooking and creative recipes. It's incredibly rewarding when someone takes the time to share how much they enjoy a product or how it has become a staple in their kitchen. Those conversations remind me that we're not just selling salt. We're helping people create memorable food experiences, and that's a pretty wonderful thing. I save all of the notes too. Every one of them. I open the folder when I am having an especially challenging day. Thank goodness I’m not reaching for the folder very often!
2019 at the John’s Pass Seafood Festival when our tent, and everything in it, was destroyed in an unexpected wind storm
8. What is your favorite Florida Pure Sea Salt product, and how do you use it?
That's a tough question because I love that each of our salts brings something different to the table! I enjoy experimenting with our infused salts because they make it so easy to add a little creativity and flavor to everyday dishes. A simple sprinkle can completely transform a meal, whether it's finishing seafood, seasoning grilled vegetables, or adding a flavorful twist to a cocktail.
That being said, lately I've been reaching for our Black Garlic Sea Salt, Lime Sea Salt, and Habanero Sea Salt most often. I find that my favorites tend to change with the seasons. As the weather changes, so do my cravings, cooking habits, and the salts I reach for. That's one of the things I love most about what we do. There's always a new flavor combination to explore, and I never get bored!
9. What are you most excited about for the next chapter of the business?
I'm excited about continuing to grow our retail presence, developing new and interesting products, and introducing Florida Pure Sea Salt to more customers across the country. There are so many opportunities to expand how people use sea salt, especially in cooking, entertaining, and the beverage industry. I want to continue building a brand that stands out for its quality, creativity, and versatility while staying true to the foundation we've built over the past decade.
Some of the salty travels through the years
Trapani, Sicily
10. What would you like to say to the customers, retailers, and supporters who have helped make these 10 years possible?
Thank you! Truly, we wouldn't be celebrating this milestone without you. Every customer who purchased a product, every retailer who gave us a chance, every chef who incorporated our salts into their creations, and every person who has supported and encouraged us along the way has played a part in this journey. Building a small business is never a solo effort, and I'm incredibly grateful for the community, salty team, friends and family that has grown around Florida Pure Sea Salt. Here's to the first 10 years and all the possibilities still ahead!
Bonneville Salt Flats, Utah
A decade behind us. A world of flavor ahead.
Thank you for being part of the Florida Pure Sea Salt story!