Our Story

Emma Hazel's is more than just a family business—it's a celebration of heritage, love, and community. It all began with three sisters from West Oakland, California, each with a deep connection to their roots and a shared dream of bringing their mother's incredible cooking to others.

Their mother, Ursula, is the matriarch of her family–a woman who instills the importance of both family and community. Auntie Ursula is a child of the Great Migration whose parents moved from the South to the vibrant West Oakland community in the 1940s. Throughout their childhood, the sisters witnessed the power of their mother’s cooking and the ability of food to bring people together. Their mother is not only a phenomenal cook, but also a pillar of the neighborhood, always offering a meal to anyone in need.

Surrounded by constant love, good food, and laughter, the sisters feel a deep connection to their family’s culinary legacy. They had long dreamt of starting a business, but not just any business, one that honors their mother's heritage and dream of sharing her recipes with the world. In 2020, amidst the challenges and uncertainties of a global pandemic, the sisters decided it was time to turn that dream into a reality. Although they had always helped and supported their mother’s cooking for family and the community, they now wanted to build something that would honor the heart and soul of their family: their mother’s food. They dreamed of a place where the flavors of their childhood– rooted in love and tradition–could be shared and celebrated.

The recipe for the beloved potato salad, passed down from their grandmother Emma Hazel and perfected by Auntie Ursula has been a cornerstone of every family gathering.  Thus, Emma Hazel’s, Auntie Ursula’s Homestyle Potato Salad was born, a tribute to their grandmother, Emma Hazel, and their mother, Auntie Ursula.

The potato salad recipe, with its perfect blend of flavors, is a testament to the legacy of Black women who held the family together with love, care, and a well-seasoned dish. Every bite is a piece of history, an honor to those who came before them and an example of aspirational dreaming for future generations.