How the 'Saucy Queen' Built a Hot Sauce Kingdom From Her Kitchen

First of all, how is business these days?

Saucier than ever! Our business has seen an upward trend on reorders and public shows. I think more couples and families are eating at home and creating restaurant-quality gourmet dishes.

What led you to start your own company?

I was working in the garden at my sons’ school. The vegetable of the week was carrots. We all brought a basket of them home to experiment and come up with something completely unique that the students had not tried before. I thought the natural sweetness of the carrots would balance the heat of some peppers I had. I made a few varieties of a carrot-based hot sauce and created dips, nachos, etc., for the students to try. The feedback from the students, staff, my friends, and family was amazing!

Some of the company's signature sauces

I went to the local grocery store looking up and down the shelves but saw there was not anything similar to this sauce. I really jumped right into it without looking back. I figured, worst-case scenario. everyone I knew would get hot sauce for Christmas. That was seven years ago, and as of today we have won over 55 national awards and have been featured on Yahoo TV.

What sources did you use for startup capital?

We literally had enough money to do a single batch. The profit from that batch bought two more batches. We used true grassroots startup ideals and even honor that philosophy with the grass on the bottom of our labels.

What do you think is your biggest business strength?

Unwavering faith and passion for what I do. I live, breathe, and celebrate my business every single day. I feel so lucky that this company found me and I was able to utilize my strengths.

What do you enjoy most about owning your own business?

Knowing that what I put into it I will get back. It’s the challenge of letting the brand evolve and grow, too. It’s so satisfying to see our brand on store shelves and enjoyed by others.

What’s your least favorite part of running a business?

I’d say it’s the lack of free time.

What do you think are important entrepreneurial skills to have?

Saying yes more than no. Being open to what presents itself to you. The ability to connect and support others often. Giving back to the community and other businesses. Also, being strong enough to stand out from the crowd.

What are some challenges you’ve faced in business and how did you overcome them?

An obstacle I had was that I had zero marketing and advertising budget — literally zero. I had to get my name out there through press, charities, family, and friends. I had to to pitch a local, “feel good” story to the media after we won our national awards. I donate my sauces to every charity that asks in order to get the customer base.

The best thing I did was to trust my instincts and act. No hesitation, no looking back. I am not saying I don’t think things through; I just don’t overthink things. If something feels right, I try to remove the fear of failure from the equation and just go forward. It has never failed me and has made all the difference. I am a firm believer that success is 10 percent talent and 90 percent action.

What do you wish you’d known before you started out?

I wish I had more guidance with pricing for retail and wholesale vendors.

What is the smartest move you have made with your company so far?

I think the smartest decision we've made is creating our most popular event: Top Local Chef. We partnered with an agency in the area that promotes locally owned businesses. We ask area chefs to apply to be a part of the charity event. Each chef is given a common secret Saucy ingredient from our line. They have a month to create the best dish in Tampa Bay using it. We have local celebrity and food experts judge the dishes. Last year we had over 300 attendees who were able to sample seven different dishes using our product.

How do you find new customers? What do you do to make sure they become return customers?

Northrup at the "Some Like It Hot Festival," where the company won the Favorite Vendor award.

I meet new customers at our events, shows, and cooking demos. With our sauces it's key to let folks taste our line. We also loooooove social media! Instagram, Facebook, and Twitter are a big part of our promotions. It is a great way to connect with our customers, share recipes, and meet foodies all over the world. We take part in and help organize contest and giveaways with national food bloggers.

What’s your management style with employees?

Our employees are all part of our team. We include them in accolades, support, and events. I like finding the strengths of each team member and celebrating that.

What are some other companies or entrepreneurs you admire, and why?

I admire a slew of my local business owners. It takes a lot to succeed without a large corporation backing your business during the lean times.

I also love several national brands and their open approach to social media. Some of my favorites are Cabot Cheese, Eatly NYC, MidLife Road Trip, and the Sunday Supper Movement.

Do you have a favorite inspirational quote?

“Without promotion something terrible happens … nothing!” -P.T. Barnum

What new initiatives are you working on?

Our newest venture is the Sauceology Group! We are now manufacturing sauces, dressings, salsas, and dry spices for others. Some of our customers are local restaurants, national sauce companies, and distributors.

What advice would you give to someone hoping to start a company similar to yours?

Believe in yourself and your brand and never, ever, ever give up. I’d tell them to figure out what sets them apart from others in the industry and embrace and promote that.

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