Magical Madame Susan Sauces With Susan Chen

For home-cooks and professional chefs alike, it’s well known that great food is complemented by the perfect sauce. Susan Chen of Madame Susan Sauces is so passionate about this idea that she started her company focused on sauces, bringing spicy, savory and special options to customers in New York and online—and hopefully nationally (and internationally) soon.

Originally from Fuzhou, in Southeastern China, Chen was raised by her grandparents and her aunts, and often watched her grandfather cook, who made traditional Fujianese dishes such as sweet and sour whole fish. At age five she met her parents and lived all over Canada and Texas, before coming to New York at age 16. Throughout these expansive travels, food always played a central role, and often was the key symbol of love in her family. Picking out cookbooks at the library and trying recipes was a favorite childhood pastime, and her love for cooking was cemented.

Though she cherished her creativity, she followed a more traditional path in school, and then became a risk manager at an investment bank, followed by roles as a management consultant and in tech sales. However, these jobs never felt quite right, and she knew she needed a change. Cooking, one of her greatest joys, served as the seed for her current company, starting with dinner parties she called “Madame Susan Presents.” She took her sauces to Burning Man in the Nevada desert, serving them in bulk to campmates who were blown away. She decided to run with the idea, and now Madame Susan Sauces is taking off, making tastebuds happy and recipes zing. Read on for more!

SBS: What types of products do you offer now, and where are they available?

SC: I offer three products currently: Umami Sauce, which is vegan, gluten free and umami flavor with balanced acidity, sweetness, and heat. It’s less sweet than Teriyaki sauce, more savory. Then, Sichuan Dipping Sauce is Mala (mouth-numbing) heat, with savory saltiness and a tangy flavor that reminds you of an authentic Sichuan restaurant. Finally, Chili Crisp includes a spiciness that has a fruity heat from peppers, mala of Sichuan peppercorns, notes of star anise, cardamom, coriander, cinnamon, and is savory from douchi (fermented soybeans). They are available at www.madamesusan.com or the Fort Greene Farmers’ Market on Saturdays in Brooklyn.

SBS: What is your mission with Madame Susan Sauces?

SC: Food is my love language. I want to share good food with everyone. An easy way to add flavor is with sauce. My sauces elevate any meal and will ensure you ‘never eat bland again.’ Healthy food is good food in my opinion, so I use only natural ingredients and do not add any high fructose corn syrup, MSG, or added preservatives.

SBS: How did you get into making sauces originally? And what makes this type of food your favorite to work with, so much so that you made a company?

SC: First of all, the sauces slap! Your taste buds will be blown away. Secondly, I designed my sauces to be versatile. My sauces can be a marinade, a salad dressing, a noodle sauce, something you drip, splash, or drizzle on almost anything you eat. My sauces work well in both Eastern and Western cuisine. While we typically think of Chili Crisp or Umami in Chinese cooking, ever heard of it making a grilled cheese or even an Italian caprese salad with Chili Crisp or Sichuan Dipping Sauce?

SBS: What practical steps did you take to make your idea become reality? Were there any tools that were particularly helpful?

SC: It has been a long journey filled with lots of learning, ups and downs. For one thing, I had no experience in the food industry. I learned everything from scratch, including regulations, certifications, industry terms, and how to start a business.  

Fear of failure is every entrepreneur’s nightmare. My hack is to realize that I spend so much energy creating a negative story of failure in my head that I exhaust myself trying to fight that story. Instead, I just need to channel that energy into doing the necessary things that day. I tell myself: ‘I haven’t failed yet. If I don’t try, then I did definitely fail.’

SBS: How did you form the brand? What was exciting and/or challenging about that?

SC: I first thought about what I wanted the brand to embody, and the biggest factor is an expression of myself. Even the labels have my own artwork on them. It’s very personal. I did a lot of research into the current market and competition. I saw that the hot sauce space is very crowded and often loud, male-dominated, with brash branding. I wanted to be the opposite of that. My sauces are not just hot sauces: They are the kind of sauces you get with your meal at a fancy restaurant. My branding is soft and feminine.

The biggest challenge (and excitement) is whether consumers will like it, because it is so personal. I’m putting myself out there to be judged.

SBS: What happy surprises and challenges occurred along the way?

SC: One of my biggest happy surprises was meeting my graphic designer, Loni, and her partner. Initially, the partnership was just for designing my logo and labels, but that quickly became a friendship and a perfect-match team. Loni is an extremely talented food stylist and culinary advisor. Her partner, Sei-Youn, is a former Michelin Two-Star chef, who is also one of my advisors. I couldn’t do the business without them.

One of the biggest challenges that has occurred along the way is managing my own expectations on how long things take. I’m a perfectionist and an impatient person at the same time. Building the foundations of the business took much longer than I had anticipated due to the numerous requirements.

SBS: What do you hope for the future of your company/brand?

SC: I want Madame Susan to be a household name. I plan on doing cooking and lifestyle videos on YouTube and TikTok. I hope to be on the shelf of every fine food store in the country, and one day, internationally. My hope is to elevate everyone’s food experience. Beyond sauces, I’m exploring ideas including seasonings, cookware, and home garden accessories. Gardening is my other passion; it all fits in together. Right now, I grow my own vegetables that go into my recipes.

SBS: What's your own health and wellness routine?

SC: Self-care keeps me grounded and happy. I love to work out, do yoga, run, garden, and go on walks with my Siberian husky, Max. I find that exercise is a great way to alleviate stress and anxiety. I also love to sing and occasionally write songs. It’s therapeutic.

The best, zaniest part of being Susan: I’m a total goofball and completely silly. I make weird noises and dance around like an overexcited toddler… my husband adores it. I also can make an assortment of cartoony voices.

Susan’s SBS Mantras: Be Fearless and Be Kind. Starting your own business is extremely risky and uncertain. It’s a hard road, and most entrepreneurs will say it’s the hardest thing they’ve ever done! I think you have to approach each day with a fearless attitude.

And, you can’t do business alone: You need supporters, allies, and partners. Kindness is what makes them want to work with you. Most of all, be kind to yourself. I pride myself on working hard. However, I aim to work hard to be kinder to myself.

Susan’s NYC Faves:

Healthy Restaurant: Choice Market has fresh, healthy food that is soul-warming and nourishing. It’s my go to for a simple meal.
Splurge Restaurant: I love Crave Fishbar for their oyster selection and sustainability. I love oysters. I taught myself how to shuck oysters over the pandemic!
Nightlife Spot: House of Yes
Yoga Studio: Chelsea Piers Fitness Downtown Brooklyn
Fitness Studio: Chelsea Piers Fitness
Fun Activity: Going to visit the farms and wineries in the North Fork of Long Island
Calming Activity: Singing or gardening
Online Resources: I read The New York Times daily; I read Wikipedia for fun
Books: A Court of Thorns and Roses series by Sarah J. Maas