📰 Sunday Business: Lessons from Building a BBQ Brand

Sunday Business: Lessons from Building a BBQ Brand

I remember the first thing my co-packer told me:
“This is not a get-rich-quick business. You’re going to have to work hard, and you’re going to have to sell it.”

That was Jonathan Leal from Milo’s WGW, and it was the most honest advice I’ve ever gotten in this journey. Before him, every co-packer I talked to promised me overnight success. They wanted the recipe, told me how fast we could scale, how much money I’d make. But Jonathan slowed me down and asked me if I was sure this was the business I wanted. That was the first time I felt like I was talking to someone I could trust.

Like most entrepreneurs, I started my business chasing financial independence and more time with my family. The truth? In the early years, you get neither. A young business is like a newborn — crying, hungry, always needing you. You lose sleep, you sacrifice weekends, and you pour everything into getting it to walk on its own.

For me, the challenge was even bigger. I was recovering from two eye surgeries, sidelined during COVID, and staring at the reality that I couldn’t keep driving to Staten Island at 3 a.m. for work anymore. Starting a business wasn’t just about money — it was about survival and legacy. I needed something I could build, own, and eventually pass down to my son.

The hardest truth I’ve learned? Sales don’t equal profit. Everyone will tell you about million-dollar sales on Amazon. What they don’t say is you can do a million in sales and owe Amazon $999,999 — walking away with a dollar and a headache. Google ads can burn you the same way. If you don’t know what you’re doing, you’ll pay thousands for clicks that never convert. Influencers will brag about five million views, but views don’t pay bills unless they turn into sales.

That’s why every decision matters. Every dollar you spend, every partner you trust, every risk you take. And that’s why I put this story out here — so you don’t fall into the same traps I did. There’s no get-rich-quick. There’s only consistency, discipline, and the daily choice to sell, grow, and protect your business.

1) Timing is everything

Don’t launch until your product is tested and loved outside of family and friends. Your cousin might rave about your sauce because it’s free. That doesn’t mean they’d pay $7.99 for it. Real testing comes from strangers, at markets and tastings, where feedback isn’t biased by love or loyalty.

2) The co-packer choice

The hardest part of my journey was finding a co-packer that could handle everything in-house — FDA testing, stability, pH, shelf-life. Many places only test one or two things, which forces you to juggle 3–4 labs. I chose a co-packer who could do it all. That saved me money, time, and stress. And it meant my product hit the shelf faster, without bouncing between specialists.

3) Don’t go it alone financially

One of my biggest mistakes was self-funding. It drained me and slowed growth. If I could go back, I’d start with a business loan or even a Kickstarter. Funding gives you room to scale, market, and breathe. Self-funding often keeps you small, tired, and boxed in.

4) Business plan before business

Write your plan before you file your paperwork. Know your sales goals. Know your pricing. Know how many units you want to move in Year 1. Be realistic, and price based on ingredients + packaging + time + margin. Don’t guess. Numbers tell you whether you’re building a business or a hobby.

5) Quality matters more than shortcuts

I chose more expensive ingredients on purpose. Why? Because I eat this food. My family eats this food. I wanted it clean, premium, and filler-free. Customers can taste the difference. Cheap spices with fillers might pad margins, but they weaken your brand. Never settle on quality.

Why Made in America matters

For me, quality isn’t just what’s in the bottle — it’s who makes it. That’s why I’ve always kept my products made in America. Could I save a few pennies producing overseas? Maybe. But the truth is, between tariffs, shipping, and lost oversight, you don’t really save. And what you lose in trust and pride is worth far more than a few cents.

Every bottle of Uncle Clarence BBQ sauce is blended, packed, and sealed here by American workers. I’ve been a laborer myself, my parents were laborers, and I’ll never forget the hands that keep this country moving. Supporting them isn’t just talk — it’s part of how I do business. When an American worker puts their stamp of approval on my bottle before it ever reaches me, that’s a seal of quality I can believe in.

That’s why knowing your co-packer matters. They aren’t just a factory; they’re the people you trust to carry your standard. If they respect the product, your customers will taste it. At the end of the day, if workers here don’t have jobs, how are they supposed to buy the very products we’re making? For me, it’s simple: keep it local, keep it honest, keep it high quality.

6) Taxes, paperwork, and frugality

Learn your state tax codes or hire a planner. Keep your books clean from Day 1. And spend carefully. In business, I’ve always felt like a seal swimming 2 miles from land with sharks circling. Everyone wants a bite. Marketers, consultants, vendors — they’ll promise the world, but most only want your money. Be frugal. Vet every partner. And never sign a long-term deal without a trial.

7) Contracts and trust

Give everyone three months to prove themselves. Then, if it works, sign for a year. If it doesn’t, walk away. Don’t lock yourself into 12 months of payments with someone who isn’t delivering. And remember: if you’re paying them, you deserve every ounce of value. Don’t feel guilty for demanding results — it’s business, not friendship.

8) Confidence is non-negotiable

If you don’t believe in your brand, your product, your business — why should anyone else? Confidence isn’t arrogance; it’s clarity. I know my sauces and rubs can stand with anyone’s, and I welcome the test. Competition doesn’t scare me, because I’m not competing with anyone. I’m building my lane. Confidence means I can sell better than anyone else because I know what I’ve built. And confidence grows with consistency — every batch, every sale, every win. Don’t wait for permission or validation. Believe in it, then go prove it.

9) Growth takes time

You won’t succeed overnight. Not in 12 months, not even in 4 years. Some businesses take 10 years before they feel stable. Think like a farmer planting seeds. Every year, you sow, water, and wait. Some crops die, some thrive, but the harvest always comes with time and persistence.

10) Master your craft

Whether it’s sauce, rubs, or smoked meats, learn it inside out. Read. Study. Watch. Test. Be the best at what you do. Elevate your product every chance you get. Because at the end of the day, anyone can start a business — but only the ones who keep learning survive.

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Final takeaway: Starting is easy. Sustaining is hard. The difference comes down to patience, confidence, and decisions. Learn when to say no, sleep on every deal, and never stop rebuilding. That’s how you stay alive in an ocean full of sharks — and eventually make it to land.

— Clarence “Cory” Mitchell, Founder of Uncle Clarence BBQ