Today we’d like to introduce you to Charlie Edwards.
Hi Charlie, so excited to have you with us today. What can you tell us about your story?
I started my career in music, which might seem like an unusual place to begin, but it shaped almost everything that came after. In my early twenties I was DJing, working in A&R, and touring internationally, which gave me an early understanding of culture, community, and how people connect with brands in authentic ways.
From there, I moved into the commercial side of creative and consumer businesses, working across media, brand partnerships, and growth strategy. That path eventually led me to the U.S., where I helped launch and scale brands nationally and gained hands-on experience across sales, operations, and go-to-market execution.
In 2019, I co-founded Carabuena Tequila in Austin, where I played a key role in building the brand from the ground up and leading its early commercial strategy. That experience cemented my desire to move from advising brands to actually building them.
Today, I serve as Chief Commercial Officer at Noot, where I lead U.S. go-to-market strategy and commercial execution as the brand scales. Alongside that, I’m a co-founder of Tozi, an Austin-based Mexican food brand I started with my fiancée, rooted in her family’s culinary legacy. Building Tozi together has been one of the most personal and rewarding parts of my journey.
I’ve lived in Austin for over a decade, and the city has been a huge part of this story. It’s a place that values creativity, collaboration, and people who are willing to roll up their sleeves, which aligns closely with how I like to work and build.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all. It’s been anything but smooth.
One of the biggest challenges was moving from the UK to the U.S., initially landing in New York, without an existing network. I was starting from zero, new country, new industry dynamics, and none of the built-in relationships that people often rely on. There were moments where it felt like I was constantly proving myself again, both personally and professionally, which was humbling and, at times, isolating.
Then COVID hit, which turned everything upside down. Entire industries paused overnight, plans disappeared, and a lot of the momentum I’d been building suddenly evaporated. Like many people, I had to sit with a lot of uncertainty and make decisions without clear answers, professionally, financially, and personally.
That period forced a reset. It pushed me to get more focused, more resilient, and more intentional about what I wanted to build and who I wanted to build with. Some of the hardest moments ended up shaping the path I’m on now, and in hindsight, they were necessary.
We’ve been impressed with Tozi Superfoods, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Tozi is an Austin-based Mexican food brand rooted in family, culture, and tradition. I co-founded it with my fiancée as a way to honor her family’s culinary legacy while creating something modern, accessible, and deeply personal.
At its core, Tozi is about celebrating real Mexican food made with intention food that reflects heritage, quality ingredients, and the way people actually eat at home. We’re focused on doing things the right way rather than the fastest way, building thoughtfully and staying closely connected to our local community.
What I’m most proud of is that Tozi isn’t just a brand, it’s a reflection of family history, shared values, and a desire to bring something meaningful to the table. Building it together in Austin has been incredibly rewarding, and the city’s creativity and support for small, independent businesses has played a huge role in shaping who we are.
Before we go, is there anything else you can share with us?
If there’s one thing I’d share, it’s that building something meaningful takes time, patience, and a lot of humility. The most rewarding parts of this journey haven’t been the milestones, but the people. Collaborators, mentors, family, and the local community that continues to show up and support what we’re building.
Austin has a unique way of encouraging that kind of connection, and I’m grateful to be building here. I’m excited for what’s ahead, and hopeful that what we’re creating continues to reflect the values and care that went into starting it.
Contact Info:
- Website: https://tozifoods.com/
- Instagram: @tozifoods
- LinkedIn: https://www.linkedin.com/in/charlie-edwards1985/
