What's the first thing you think of when you think of Maine?
Without to much of a stretch, I'd say it probably wasn't great BBQ. Yet, even the word barbecue was first used in 1733 in Salem, MA. Meaning the origins of barbecue could be traced to New England. But, I don't want to start another Civil War. If you ask for barbecue in the Carolinas for example, you'd get a plate of pork. But, if you were in one section of North Carolina, you'd get a Ketchup based sauce, while along the North Carolina coast, the sauce would be vinegar based. Then, cross the border into South Carolina and the sauce is mustard based. If you head over to Texas, don't expect pork for BBQ, it will be beef and nothing but beef. Kansas City, Memphis, it's all about their version of ribs and in Alabama, they have a white sauce for their BBQ chicken. Barbecue is more of an event, a gathering of people looking for great and unique flavors and a good time. That's Bub 'n Mutha's in a jar.
Bub 'n Mutha's gourmeet dry rubs began in 2018 on a kitchen table in Winter Harbor, ME. Using some standard rub ingredients combined with ingredients unique to Maine, several blends were tried before that first flavor was ready for market. Those ingredients included, Maine maple syrup crystals, blueberry powder and fresh ground coffee. The labels came from my computer and Bub 'n Mutha's DownEast Dinnah Dust was introduced to the world. The first summer, supplies were purchased from the spice rack at WalMart and the compnay had only one flavor. The bottles were selling at $6.99 and wholesaling for about half that. Those last six months of 2018, we ended up with 6 seasonal stores carrying our products and about $2,000 in sales.
Even then, I made the commitment that only 100% natural ingredeints would be used and that hasn't changed. The customers we had asked us if we had a spicier flavor. I went to work adding and subtracting ingredients until the right amount of heat balanced with the right level of heat was achieved. My desire was to create flavor that everyone can enjoy rather than see how high the heat meter went. Our heat was chipotle and our sweet was honey crystals. The result was "Honey 'n Heat was launched. 2019 started with enough business, that I was now ordering from a spice supplier, a bottling company and label printer. We continued slow growth as I would sell to a few stores, stop selling to mix, label, box and ship those orders and begin the process all over again. All while having a full-time job. By the end of 2020 we were in 25 stores and about $16,000 in revenue.
Barbecue sauces and rubs is currently a $6.25 Billion segment of BBQ. By 2025 the forecast is growth to nearly $10 Billion. 70% of American homes currently have some tye of outdoor cooking equipment. ANd while we are agressively marketing to that segment, we blended our rubs to create great tasting BBQ for the 30% of the market that doesn't currently have access to grills. Metro apartment dwellers, for example, have such a desire for BBQ, that accourding to the Restaurant Association, BBQ restaurants are growing at 3 times the rate of other themed restaurants. That means the demand for BBQ is high in major metro areas. We are poised to exploit that market with the right investment and marketing campaign.
2021 was set to be our breakout year. Our Honey 'n Heat was awarded 1st place in dry rubs at the International Flavor Awards and we had our first multi-location store sign on. Then COVID hit and all stores were closed down. We had grown to 40 locations and none of them could order. So, I pivoted and launched an e-commerce site with hopes of surviving the year an looking toward next year to continue growing. While we didn't break any records, our revenue did grow during the lockdown, and while encouraging, it eliminated us from all the government programs. The one bright spot was that we did get an order from a subscription food company and ended the year with nearly $60,000 in Revenue.
2022 looked like we would stay on a path to more growth. I entered a Maine state sponsored boot camp that ended with a pitch competition, won, and received a $5,000 grant. It was time to move the business out of the house and into a facility. I rented space in a local incubator and used much of the grant to buy the ingredients and supplies at a reduced unit cost due to the volume of the purchase. In addition ot our stores reopenning, the subscription company received great reviews for our rubs. Unfortunately, they were sold and new management simply wanted cheap products to ship to their customers. Clearly we were at our limits remaining in Maine.
January 1st 2023, after a lot of looking around for a larger facility in Maine, the decision was to move to South Carolina. We found a considerably larger facility, already equipped with the blending stations and sinks necessary to run a safe and clean facility. After a month of painting, cleaning and waiting for all the necessary permits, business licenses and finalizing the formation of the corporation, we began doing business. Our wholesale strategy was the same. We'd reach out to a known decision maker at a store or stores, offer them a few bottles of rub to try at home and after they've tasted them, we'd talk. That process has resulted in 100% store retention (except for a few stores that never reopened after COVID). By the end of April, we began stocking 14 Piggly Wiggly Supermarkets bringing our total to nearly 100 store locations.
I am seeking an investment of $150,000.
Currently, due to the success at Piggly Wiggly, we are working with Publix to secure space in their "Local" endcap aisle. This would result in adding between 24 and 50 stores, all larger than any of the current Piggly Wiggly locations. Piggly Wiggly is now beginning an all store ordering, once per month with the average order being 5 cases. That would result in additional revenue of $3,900 per month. Adding just 24 of the Publix stores would mean producing an additional 120 cases and adding $6,975 in new monthly revenue. Not counting all the other stores, this would mean $130,000 in annual revenue, but it would also put us at capacity.
Securing the $150,000 investment would give us the opportunity to acquire machinery that can mix as well as accurately bottle at a much higher rate. The company capacity could increase by a factor of 4 times current limits. In addition to the machinery, 30% of the investment would be dedicated to accessing more wholesale accounts via trade shows (National Hardware Show, National Grocers Association Show and the Hearth and Patio Show) as well as launching a digital campaign for direct to consumer sales via the web site. In addition, we would further our mission of hiring area Veterans to significant positions in the company. WHile I am proud to be Veteran owned, I'd be even prouder if the company was also run by Veterans.
Currently Bub 'n Mutha's, Inc. only has a little over $10,000 in credit card debt. The business has been bootstrapped since the very beginning and can continue growing organically. With an investment, growth can accelerate in multiples and reach beyond regional to national markets and even to national recognition of the brand. Being able to purchase our ingredients, supplies and labels in larger quantities will go a long way to lowering our unit costs, increasing our margins and put us into a position to begin entertaining national sized accounts.
I am happy to send samples to anyone who wants to try the quality and flavors of our rubs as well as answer any questions. For samples, just email
[email protected] and tell us where to send the samples.