The Sweet (& Tangy) Taste of Success

Lovingood Foods founders, Tony & Brenda Lovingood

For as long as she can remember, Brenda Lovingood has been making barbecue sauce for family and friends, slathering it on chicken wings, pork and meatballs. She had toyed with the idea of selling her homemade sauce for more than a decade, but life always got in the way. Both she and her husband Tony had full-time jobs and were busy raising their 11 children, while running a catering business on the side. “It always got put on the backburner,” Brenda recalls, “until one day I just decided I was going to do it.” 

That day finally arrived in 2016 after she attended the Women in Business Success Conference organized by Doris Symonds, who had been encouraging her to bottle her sauce for years. “It was like a one-stop shop,” Brenda says of the conference, where she gathered information about marketing and finances. “It was also the kick I needed to get going.” In addition, she and Tony met with Kevin Evans, director of the Small Business Development Center (SBDC) at Bradley University, who helped them strategize their objectives and establish the business. 

Converting the Masses
Lovingood Foods was formed in July of 2016, and within two years, the couple was selling cases of their barbecue sauce to local and regional stores including Hy-Vee, Alwan & Sons Meat Company, Save-A-Lot, and Haddad’s. “We literally walked into stores with a sample tray so they could taste the product,” Brenda says, and their hands-on tactic worked. They now drive to King’s Food Products in Belleville, Illinois—where the sauce is produced in large quantities—every three weeks to pick up cases for delivery. Read the rest of the article here.

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