the herb box

In this episode, we sit down at The Herb Box in Old Town Scottsdale with founder Susan Wilcox, and this one is packed with energy, perspective, and a whole lot of real talk about building something from nothing. Susan takes us all the way back to starting The Herb Box as a tiny catering operation with no experience, no money, and a willingness to just figure it out. What started as a small side hustle turned into one of Arizona's most recognized restaurants, built on instinct, risk-taking, and a deep connection with the community. From opening locations they weren't ready for, to navigating brutal lease negotiations, to completely reinventing her business during COVID by launching a company that now feeds professional sports teams, this is a story about moving fast, learning on the fly, and never standing still. We also get into what makes The Herb Box stand out today. Everything is made from scratch. No shortcuts. No buying pre-made ingredients. Just thoughtful, ingredient-driven food that hits every note. From the corn and goat cheese flatbread to creative vegetable-forward dishes, the focus is simple. Make food that feels complete, balanced, and actually good for people. This episode is a reminder that action beats perfection every time. Build it, adjust it, and keep going.