Startup Stories: Beth Hurley “Figures It Out” With 360 Cookware

360 Cookware

Tell us about your entrepreneurial product or service?

360 Cookware is manufactured in West Bend, Wisconsin by Americraft. This brand of cookware is one of the finest in the industry and has taken advantage of the rich heritage developed by generations of cookware artisans in America. They have expanded the technology, updated the design and developed a product for the next generation of cooking enthusiasts.


What Inspired you to launch your business idea? 

While Beth was still working in biotech, she met and married her second husband. His father had a typical American success story of selling cookware door-to-door. Beth’s husband had followed in his father’s footsteps by first selling cookware and then building a plant to manufacture cookware in 2004. “The factory they were buying cookware from at the time began to outsource to China,” tells Beth, “so my patriotic husband came in, took all the factory workers who had lost their jobs and committed to them that he would build a new, state-of-the-art factory.”


Beth’s husband more recently made another commitment: to launch a line of high-end, heirloom quality cookware that would compete with the All-Clads of the world. Beth would run the company from Florida while her husband would manufacture the product from his plant in Wisconsin. They did a soft launch of 360 Cookware—named for its lid that spins 360 degrees and miniature stovetop oven that cooks food 360 degrees around—in 2010 and officially spun it off as it own company in 2013.


What problem does your business or organization solve?

360 Cookware is a one of a kind, stainless steel cookware that uses Vapor® Technology to cook food, removing the need for excess water or added fat. This cooking method helps retain nutrients, which not only makes your meal healthier, but also tastes better. 360 Cookware is working to help solve the obesity epidemic, one delicious meal at a time. 360 Cookware is also dedicated to being American-made. With the production of 360 Cookware, thousands of jobs are maintained in America. Our patriotic spirit and dedication to our workers keeps us working hard to remain a domestic company with an environmental responsibility.

What has been your biggest challenge as an entrepreneur and how are you working to overcome it?

Beth wasn’t sure how her nursing background would translate over into cookware when the business first began. Every role that she’s been placed in has been completely new to her and she just had to figure it out. That’s what she did with 360 Cookware. She kept trying and learning in order to become a successful CEO of the company that she didn’t know she was already prepared for.

Give us one word that people might use to describe you.

Resourceful. Beth started out with a career in nursing and then next a career in research and development in the biotechnology field to study treatments for rare and life threatening diseases. These careers instilled a sense of resourcefulness that Beth brings to the cookware industry for 360 Cookware. Their products are all-natural, green and everything in the factory is recyclable. In fact, the factory was recently recognized by the EPA for our use of 100% wind energy. It’s very important to Beth to use every resource possible but also to give back, which is one of our fundamental values.

How has Project Eve helped you and/or your business?

As a woman-owned business, Project Eve is an inspiration. A lot of times there are reports that businesses run by women don’t receive as much funding, have slower growth and aren’t taken as seriously. 360 Cookware is set to triple since 2011 and will continue on that trend with Beth leading the way. Project Eve is a huge motivator for women in business to tell their story and inspire others through their work.

Give us an insider tip that relates to your industry. 

“Surround yourself with 10s,” says Beth. “Find experts in the areas that aren’t your strongest and don’t feel threatened by them.”


Company: 360 Cookware


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