Sasha Millstein’s business was born from a conversation with her aunt, Alicia Ethel, who worked as a caterer for over 30 years. One of Aunt Ethel’s most popular offerings from her cooking days was chicken pot pie – a comforting and hearty meal that kept her customers coming back for more. Millstein and her aunt saw a gap in the market for quick, high-quality meals that still feel homemade – and most importantly, aren’t packed with sodium and preservatives. In 2020, Millstein launched Aunt Ethel’s Pot Pies, a line of frozen pot pies inspired by her aunt’s locally popular recipe. Since starting up, the Brooklyn-based entrepreneur has been slowly expanding her business, bringing easy, homestyle meals to an ever-increasing number of busy professionals and families. 

Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

Traditional frozen chicken pot pies contain high-sodium ingredients. We made a line of pot pies that contain nearly 50% less sodium than most of the leading brands. Our pies also contain all-natural ingredients and use eco-friendly packaging.

Tell us about your biggest success so far. 

Recently, I was one of the winners of a pitch competition hosted by the Women’s Business Enterprise National Council and grocery chain Kroger’s. The competition was a culmination of the knowledge I gained through mentorship during WBENC’s 8-week accelerator program. I won $10,000, which I plan to use to continue to expand both our reach and product selections.

What is your top challenge and how have you addressed it?

Carving out space in a market dominated by legacy brands — especially when working with a limited marketing budget. Competing with companies that have massive advertising reach and name recognition can feel daunting, particularly when you’re a smaller business trying to introduce a new product to consumers who already have go-to options in their freezer aisle.

I’ve taken a creative and strategic approach to solving the problem. I’ve focused on building a strong, authentic brand identity that highlights what makes Aunt Ethel’s different: Our emphasis on real ingredients, homestyle flavors, and the convenience of a five-minute meal that doesn’t taste like one. I’ve also leaned into partnerships with up-and-coming marketing professionals who bring fresh ideas to the table, and are eager to make a name for themselves. This has allowed me to stretch my budget further while tapping into innovative strategies that larger companies often overlook.

Additionally, I’ve made it a priority to connect with industry leaders, mentors and other small business owners to share insights and discover alternative, organic growth opportunities — from local food expos and pop-up markets to social media collaborations and niche retail placements.

Have you experienced any significant personal situations that affected your business decisions? 

Witnessing firsthand how demanding and chaotic everyday life can be for working families — especially when trying to juggle careers, parenting and everything in between. I saw friends and loved ones constantly trying to find quick dinner solutions that didn’t compromise on nutrition or flavor. It became clear to me that convenience and quality were often treated as mutually exclusive in the frozen food world — and that didn’t sit right with me.

This realization played a big role in shaping the vision for Aunt Ethel’s Pot Pies. I wanted to create something that respected people’s time but still gave them the comfort and nourishment of a home-cooked meal. It also made me more intentional about how we designed our product — from the five-minute prep time to the packaging that makes it easy to grab and go.

On a more personal level, stepping into entrepreneurship has taught me the importance of aligning my values with my business decisions. I’ve had to make tough calls about growth, pricing and partnerships, but I always come back to the question: “Does this make life better for our customers?” That mindset guides everything I do.

What is your biggest tip for other startup entrepreneurs? 

Get a mentor and network in your industry. I tried to go at it alone for the first couple of years, but once I started reaching out to people who have been in my shoes, I was able to discover more opportunities to grow my business.

How do you find inspiration on your darkest days?

My dog.

What is your go-to song to get motivated on tough days?

“Unstoppable” by Sia. Running a business comes with a fair share of tough moments, and when I hit one of those walls, I throw on this song to reset. It helps me shift my mindset from stressed to empowered.

Who is your most important role model?

My aunt, Alicia Ethel Reinish. She’s not only the inspiration behind Aunt Ethel’s Pot Pies, but also someone I deeply admire for her resilience, work ethic and commitment to her craft. With over 30 years of experience as a successful caterer, she’s built a thriving business from the ground up – and, in doing so, has supported dozens of employees and their families along the way.

Her advice and mentorship have been absolutely essential as I’ve built Aunt Ethel’s Pot Pies. From recipe development to customer relations, she’s taught me the importance of listening closely, leading with integrity, and never cutting corners when it comes to quality. Watching her lead with purpose and heart has shaped the way I approach my own business — not just as a brand, but as a community-driven effort to bring comfort and care to the table. ◾

Instagram: @auntethelspotpies
Facebook: @auntethelspotpies
LinkedIn: @auntethelspotpies

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