Our History

Tastefully Simple was founded in Alexandria, Minnesota, in 1995 as the original national home taste-testing company.

Small Beginnings
Jill Blashack Strahan had owned a gift basket business for over five years and recognized the high demand for gourmet foods. She frequently promoted the business with open house events that gave her clients the chance to taste-test these foods ... an opportunity clients loved!

Jill also empathized with their desire for the "human touch" ... one-to-one service, mutual sharing of information and simply having fun together.

Just prior to selling her gift basket business, Jill took part in the local Holiday Crafters Tour to tout her gift baskets. As an afterthought, she decided to offer taste-testing as well. The results? She sold $200 in gift baskets and over $2,000 in gourmet food! The next year? The same results!

Big Dreams
A week later at 3:00 am, Jill was suddenly inspired. Why not offer these incredible products in the comfort of home? Why confine the taste-testing experience to special events or to a retail setting? Offer busy people awesome food and fun.

She shared her idea with Joani Nielson, who became Tastefully Simple's silent founding partner and later began an active role as Founding Partner & COO. And the rest is history!