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Published Friday,
August 1, 2003
A SAUCY SUCCESS
Couple's Small Company Now Has Products on Publix Shelves
By Rachel Pleasant
The Ledger
rachel.pleasant@theledger.com
|
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PIERRE DUCHARME/THE
LEDGER
From left, Brandon Peeler,
Gina Johnson and Richard Johnson hold a variety of "Most Wanted" products
recently in Lakeland. |
LAKELAND
Gina Johnson reached a goal several months ago
that she never expected to set and certainly never thought she'd achieve.
The president of Most Wanted Foods Inc., a maker of seasonings, marinades,
barbecue and pepper sauces, entered into an agreement with Publix Super
Markets Inc. to have her products distributed in stores as far north as
Tennessee.
"My goal was not to be in a grocery chain," said Johnson, who moved to Polk
County from Pennsylvania when she was 3. "My goal was to implement the
product and let it lead me where it will."
Most Wanted was started about two years ago as a small operation in
Johnson's kitchen. Today, after an initial investment of more than $50,000,
it's a business with 15 part-time employees. The products are manufactured
in three plants in Florida and the company has a warehouse in Lakeland.
The catalyst for this growing operation was when Johnson, after being a
stay-at-home mother for 20 years, realized her two children didn't need her
as much as they once did. Johnson and her husband, Richard, have six
children, all from previous marriages, but only two still live at home.
"I knew there was something more for me and I knew it was time," Johnson
said.
So her kitchen became a mixing center and the neighborhood children became
taste-testers.
"The kids hang out at my house and I'd put different types of sauces on a
plate. Children are going to be very honest," Johnson said.
After the perfect recipe was developed -- one that doesn't include water,
ketchup or sugar -- the task of naming the sauces was next on Johnson's
list.
Again, she turned to her children and their friends, but she also remembered
her deceased father, George, a fan of John Wayne.
The result is a bottle label done in an old Western style. Under the words
"Most Wanted," Richard poses in an apron and chef's hat. The products have
names such as "First Offense," a grilling sauce, and "Life Sentence," a
seasoning rub.
"I'd never been a model before, of course," said Richard Johnson, who's been
married to Gina for two years.
The products were first made available through specialty stores, including
Gourmet Country on South Florida Avenue in the Merchant's Walk plaza.
"We've had the most demand for the seasoning rub," said Joanne Weiner, owner
of Gourmet Country. "I like the size and the convenience of it. If I want
something last minute, I can just shake it on and I'm good to go."
After the Most Wanted line started winning barbecue contests, including
Polk's 2003 Pig Fest where the products placed ninth, Richard Johnson
realized Most Wanted was going to create more than enough work for him to
justify quitting his job as a computer salesman.
Since their products started appearing in the Publix stores, the couple have
traveled nearly every week in their customized trailer, visiting stores all
over the Southeast to promote the products, which range in price from $3.59
to $4.99. The Johnsons and their employees personally distribute the
products to every Publix store.
"I work seven days a week," she said. "I eat and sleep Most Wanted."
And every once in a while, Johnson gets a call late in the evening from
customers inquiring where her products can be found. Johnson keeps a running
record of where each of her products are, and if a customer visits one
Publix only to find it's sold out of seasoning rub or grilling sauce, she
can redirect them to the next nearest location that has that particular
item.
She never minds the interruption.
"I know I have a good product, but it's a great feeling to hear it from
someone I don't even know," she said.
Richard Johnson's next goal is to someday distribute the products
nationally.
Alan Baggett, membership director for the Lakeland Area Chamber of Commerce,
said he doesn't think that's an unrealistic goal for the company.
"This is a nice success story. A husband and wife started a business and
took it from its infancy to a product you can find on Publix shelves right
now," he said. "Why not take it national?"
Rachel Pleasant can be reached at
rachel.pleasant@theledger.com
or 863-802-7592. |
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