2023 Honorees

Jenny Watson

Owner & CEO

“A founder needs to be able to take risks, make tough decisions, and manage people well.”


Tell us about your company and role.

I own The Elderberry Co. It is a small business that I started in my home kitchen in 2017 when I posted on Facebook asking friends and family if they wanted to try samples of my Elderberry Syrup. At the time, Elderberry Syrup was a staple in our household to keep our family healthy from illness and out of the doctor’s office. From that Facebook post, I had enough interest that I began selling Elderberry Syrup out of my home kitchen and our local farmer’s market for the first year. In fall of 2018, I decided to move into a commercial kitchen and start an online store. In the fall of 2019, I opened up my own storefront to offer my products to local customers. Since beginning my business, I have sold over $9M in products, reaching all 50 states and into Canada. I serve as the Owner and CEO, managing a team of about 10 people.

What has been your biggest professional success so far?

Growing through the pandemic in 2020. In one month, our sales went from 4,000 orders per month to 14,000 orders per month. I hustled so hard to keep up with demand and withstood all of the setbacks that come with growing a business “too quickly.”

How would you describe yourself?

I am passionate, adventurous, optimistic, and fun-loving.

What qualities do you think a successful founder needs to have?

Being able to take risks, make tough decisions and manage people well.

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What do you geek out over?

Really really good sushi 🙂

What do you think is the biggest challenge facing eCommerce brands?

Staying authentic.

What causes are you most passionate about?

Empowering families to prioritize family and create an intentional family culture where your children thrive, understanding that you don’t have to sacrifice family to pursue career goals nor do you have to sacrifice career goals to pursue family