From Backyard Grills to Grocery Shelves: The Passion and Struggles of Building a Minority-Owned BBQ Sauce Empire

The Dream: From Backyard BBQs to National Recognition

The aroma of hickory smoke, the sound of meat sizzling on the grill, and the laughter shared among friends and family – these are the cherished memories that ignited my passion for barbecue. It was never just about the food; it was about the experience, the community, and the joy that a beautifully prepared meal could bring. As a child in Laurelton, Queens, New York, I watched my father refine his craft, experimenting with various spices and creating unique sauces, all while perfecting his techniques in our small backyard on 224th Street. After my father's passing, I found myself following in his footsteps, using cooking and barbecuing as a means to bond with my family and friends. Yet, there was a deeper desire within me – a longing to share my passion with the world and to bring the flavors of my family's traditions to tables nationwide.

In 2021, confronting unemployment from the COVID pandemic and the deterioration of my eyesight, I embarked on a journey to create my own barbecue sauce and spice company. This endeavor not only honors my father's legacy but also serves as a gift for my son, who was just four years old when I began this venture. Armed solely with hope and ambitious plans, my path has been anything but smooth, filled with countless obstacles and challenges. Nevertheless, the dream of building a lasting legacy and sharing my passion for barbecue with the world propels me forward.

Navigating the Challenges: From Funding to Representation

As a minority entrepreneur, my journey has been particularly difficult. Accessing funding was often limited and hard to secure, while the realm of large businesses felt like an impenetrable fortress. The challenges I encountered were not just logistical; they stemmed from financial constraints and a lack of connections, deeply rooted in insufficient representation and a misunderstanding of my vision and values for my brand. Frequently, I was advised to alter my name because it appeared too racial or to adopt a more edgy, confrontational image. My aim has always been to forge a genuine connection with customers without relying on gimmicks, as I believe our products speak for themselves. My father instilled in me the wisdom to walk quietly but carry a big stick. Our name embodies that quiet strength, while the flavors of our products represent that powerful stick, which was always my response. The barbecue industry, despite its rich tradition and passion, often lacks diversity, leaving my voice feeling overlooked. Now, I am learning to fight harder, work smarter, cultivate stronger connections, and continuously prove my worth for my brand, Uncle Clarence BBQ, to establish a solid presence.

Building a Brand: From Backyard to Business

I refuse to let discouragement take hold. I am wholeheartedly dedicated to creating the ideal products, combining traditional flavors with a distinctive twist that embodies my vision. I am building a brand that resonates with my heritage, showcasing my values and the narrative of my journey. I understand the importance of connecting with my audience on a personal level, sharing my passion and the story behind each bottle.

The Power of Community and Connection

I came to understand that establishing a thriving brand goes beyond just the products; it truly revolves around the community. I am committed to forging partnerships with other businesses, especially minority-owned businesses, collaborating with local and national, family-run barbecue shops, grocery stores, delis, and restaurants, and getting involved in community events to promote a spirit of inclusivity and belonging. The support and encouragement from this expanding community have inspired me and aided me in overcoming various challenges.

Overcoming Obstacles and Embracing the Journey

The path to building a brand, particularly as a minority entrepreneur, requires immense courage. You will encounter setbacks, face rejections, and experience moments of uncertainty, often feeling isolated and misunderstood. However, with steadfast determination, a robust support network, and a true passion for your work, you can conquer any challenges that come your way. My journey has taught me that success is not merely about crossing the finish line; it encompasses the experiences gained, the lessons learned, and the relationships developed throughout the process. I have a quote displayed on my office wall that reminds me, "Success is only rented and never owned; at the end of the day, the rent is due." This serves as a daily reminder of the hard work and commitment required to fulfill my vision of expanding our brand nationwide.

The Legacy: More Than Just Sauce