Aaron Noveshen

Founder & President


A graduate of UC Berkeley’s Haas School of Business, Aaron Noveshen is an award-winning chef, restaurant entrepreneur, and leading authority in food product development. He is the founder of The Culinary Edge (TCE), America’s leading food innovation agency that creates and launches holistic, profitable and distinctive food and beverage experiences for both local and national brands.

TCE Clients include a who’s who of the top food and restaurant companies in America such as Starbucks, Jack in the Box, AMC Theatres, Marriott, First Watch, McAlister’s Deli and Eat Smart Produce. Detailed case studies showing the direct impact of The Culinary Edge’s work can be found here.

In addition to founding TCE, Aaron is also co-founder of Pacific Catch Restaurants and more recently, South Bay restaurant chain Starbird Chicken.

Aaron is a Director Emeritus of the California Restaurant Association and is a former Director of the Golden Gate Restaurant Association.

Q & A

Do you have a favorite childhood food memory?

Grandma’s pancakes.

Your drink of choice?


What’s the best city to food tour? 

Chicago has the best mix of inspired independent dining and lots of good, nationally-acclaimed chain restaurants.

Describe your perfect weekend.

Friday game night with the family kicks things off. A long bike ride on Saturday morning, lots of hanging out with the kids, and dinner at a nice restaurant. Brunch in bed with The New York Times on Sunday, all capped off with a barbeque on the deck with friends Sunday night.