Erica Tuggle traded a successful corporate career for a business built around homemade food.
The Harvard Business School alum had worked at American Express and General Mills. She later rose to Brand Director at Coca-Cola.
However, Tuggle wanted to solve a problem she knew personally. She wanted families to enjoy nutritious home-cooked meals without doing everything themselves.
That idea led her to create Livin, a personal chef platform now operating in Atlanta and Los Angeles.
Since 2021, Tuggle has worked full-time on building the company. The mother of two is also focused on creating sustainable opportunities for professional chefs.
Erica Tuggle Turned a Corporate Career Into an Entrepreneurial Opportunity
Tuggle spent years building her career at major companies. She eventually reached a leadership position at Coca-Cola.
Despite her success, entrepreneurship continued to appeal to her. She had long felt she wanted to build something of her own.
“I had this inkling, this thing inside of me that was like, one day I want to build something.”
Her decision was not simply about escaping corporate life. Tuggle said she enjoyed her career.
Still, she knew it did not provide everything she wanted. That realization pushed her toward a new chapter.
“It was an incredible journey, but it wasn’t everything that I wanted and needed.”
Motherhood Helped Inspire Tuggle’s Vision for Livin
Tuggle’s idea for Livin was closely connected to her experience as a mother.
She grew up eating homemade food and saw its importance within her family. Her mother was especially committed to preparing meals at home.
Tuggle carried that value into adulthood. However, preparing those meals became difficult while managing corporate responsibilities.
She recalled working overtime to cook for her family. Eventually, the demands began wearing her down.
“I found that it was just wearing me down, and it was still important to me.”
That experience led her to consider a different solution. Instead of abandoning homemade meals, she looked for a way to make them easier.
Livin Connects Families With Personal Chefs at Home
Livin allows customers to book personal chefs who prepare meals inside their homes.
The service handles more than cooking. Chefs can manage planning, shopping, preparation, cooking, and cleanup.
The model gives busy families more time while keeping homemade food part of their routines.
Tuggle also wants personal chefs to have more sustainable careers. She believes the profession can offer opportunities beyond traditional private chef arrangements.
The company operates in Atlanta and Los Angeles. Livin has also partnered with Airbnb.
That partnership has supported different occasions. These include family trips, bachelorette events, and Mother’s Day brunches.
Tuggle Started Livin by Working as Its First Chef
Tuggle did not launch Livin with a large operation.
Instead, she started with friends, text messages, and a Google Form. She also personally prepared meals for customers.
“I was the first chef. I put myself out there, and people booked me.”
Working directly with customers gave Tuggle important information. She learned what families wanted from a personal chef.
She also experienced the work from the chef’s perspective. That experience helped shape Livin’s approach to supporting its chefs.
“I was experiencing the chef role, which is really important.”
Tuggle said understanding the job helped her identify the support chefs needed.
Livin Wants Personal Chefs to Feel More Accessible
Personal chefs have often been viewed as a luxury for wealthy households.
Tuggle wants to change that perception. She sees personal chefs as another option for families seeking convenient meals.
Livin aims to compete with the convenience of food delivery services. Tuggle said customers can spend around what they might pay for Uber Eats or DoorDash.
The difference is the meal preparation experience. Customers can have food prepared at home while someone else handles the work.
Tuggle also sees nutritional control as an important benefit.
“You’re able to control what you’re putting in your body.”
She said many families want to move away from processed foods. Livin is designed to make that choice easier.
Tuggle Is Building Livin Around Families and Chefs
The company’s model serves two groups at the same time.
Families receive help preparing homemade meals. Chefs receive a platform for finding clients and building their careers.
Tuggle said Livin has had to understand the personal chef industry closely. That knowledge has influenced how the company supports its chefs.
Her goal extends beyond convenience. She wants to create a stronger career path for professional chefs.
That approach reflects her broader vision for Livin. She wants home cooking to reach as many people as possible.
Motherhood Changed How Erica Tuggle Defines Business Success
Tuggle said motherhood raised her expectations for both work and family life.
She now thinks carefully about how she spends her time. Building a company requires significant effort, just like working in corporate America.
However, Tuggle believes the effort should lead to meaningful results.
“You have to choose your hard, because it’s hard to build anything.”
She applies that thinking to entrepreneurship. A small business requires work, while a large company requires even more.
For Tuggle, the challenge is worth accepting if the result creates greater impact.
“If I’m going to do this, I’m going to go big.”
Her journey with Livin shows how a personal challenge can inspire a business idea. It also shows how motherhood can influence entrepreneurial priorities.
