Transcript
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Today's episode is brought to you by AOS Kitchens, the South's leading outdoor kitchen design and installation specialists.
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Hello and welcome to another episode of the Meet and Greet Barbecue Podcast.
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Today we're talking to Lily Bond from Spice Girls and a fantastic story about how a 13 year old decided to make a rub company and how, over many years, how that's grown and what it's become today, with over 10 rubs and seasonings.
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But Lily's going to talk us through all of that in a second, so, without much further ado, here's Lily.
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Hello, lily, for anyone who's listening, please do introduce yourself and tell everyone what they need to know about you.
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Sure.
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Hi everyone, my name is Lily Bond.
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I'm from Canada.
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I'm from Ottawa, ontario, the capital of Canada, and I make low sodium spice blends.
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My company is called Spice Girls Seasonings Spice the Y, girls the Z.
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I actually started my business when I was 13 years old at farmer's markets, just selling taco seasoning, and then people were loving it.
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They were using it on everything.
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So we wanted to create more versatile spice blends, so the line expanded to now 10 blends that we're selling and working across Canada.
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Yeah, we're selling to.
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I love food and I wanted some better option than this really, really salty spice blends that you found in grocery stores 13.
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Where do you even start there?
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I mean at the age of 13,.
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I was thinking mainly about kicking footballs around in sport.
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You know how did you even get on to that at 13?
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Yeah well, I was going into high school at the time and I wanted to buy a laptop and I couldn't legally work.
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So I thought, ok, well, I could, could start my own business, I could create my own job.
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And when I was figuring out what to start, you know, I was going through different things and I was walking around the grocery store and I'm like what's missing here?
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And I saw that the spice aisle was always really boring and there wasn't anything that was really all that great.
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Especially the taco seasoning that my mom and I were using when we were cooking at home was I don't know if you guys in the UK have old El Paso taco seasoning.
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Okay, yeah, old El Paso.
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So it was just, uh, it was full of a lot of ingredients that I really felt weren't necessary and way too salty.
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So, um, there wasn't a better version, so I created it.
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I mean, what that's?
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My daughter's just about to turn 12 and I just she's just doesn't have that kind of entrepreneurial spirit.
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It's quite, quite, you know, amazing that you've just thought, yeah, I'm going to just start my own business and go straight into it.
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My mom's an entrepreneur, so I kind of it was kind of a an option that I already saw out there, cause if you don't grow up in a family with it, you don't.
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It doesn't mean some people it does come to them.
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But you know, watching my mom do that all my life, I was like, okay, well, this is something that I could.
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I could do as well.
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And how did the actual process start?
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So obviously you've identified that you wanted to start a business, like you said.
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You've gone to the grocery store.
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You've seen the stuff that should shouldn't be used because of all the preservatives etc.
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That you were saying.
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Yeah, so how, how did you get going right?
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How, how do I make my own?
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How do I make it better?
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What's that process?
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So this?
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This will be interesting for for you.
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So it was a month of eating ground beef.
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Basically, I'm just I had a basic taco seasoning recipe that we would use if we didn't want a little pasta, but there was definitely some improvements that could have been made.
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Turns out there was a lot of them because it took us so long and to really really find like the perfect balance of spices.
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And then it was kind of through that process as well of having so much ground beef that we were so tired of it and we were like we have to put this on.
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Something else was when I realized that one of the value propositions, or really selling products, of my taco seasoning was how versatile it was right, because we started putting it in dips, we started putting it on corn on the cob, we started putting it on roasted cauliflower, started putting it on different meats, we really realized it's just a multi-urpose spice blend right, not just a taco seasoning.
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So that was a lot of fun to do.
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I always love developing these new spice blends because it requires a lot of cooking, a lot of trying and we get other people involved as well.
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So my neighbors are really into their big foodies as well, so they love getting involved.
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They'll just run over next door.
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I'm like, hey, try the new Greek, try the new steak spice.
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What do you guys think?
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So, yeah, like packaging.
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How do you even think about packaging at the age of 13, and how long did it take to get it to a point of when you're selling it?
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You've got it all set up how you want it to look at that age too, right right.
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So the my first, the first bag of taco season I should have.
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I should have brought one to have here with me, but it certainly did not look as nice as this.
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It was a black bag that I got from the local packaging store, a little black pouch kind of a very similar design to this, but it was a little sticker that I printed at, I don't know, my local office supply store.
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Local office supply store that had the same part, the same like that.
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That's been the consistent thing in my packaging is a little character of me.
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Um, and then eventually I just kind of refined it over the years, especially when I started getting into grocery stores.
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I realized, um, you know, like when I started really researching like the grocery industry and the market and how like things really have to stand out on the shelves because the grocery stores are really competitive place, so I really needed to make it very attractive to the consumer.
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So I've had various graphic designers kind of like contribute.
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I kind of put it all together myself, this final product.
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But I've had different people kind of pitch in different designs and different ideas.
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But yeah, I think it was really like everything kind of happened as I went on.
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So I've, you know, I had a little black bag and then eventually, when I got into major grocery stores, I realized I had to have bar coding and product testing and and all that kind of stuff.
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So it really, it really just comes as you get to the next stage in business.
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But, um, no, packaging is something I'm really, I'm really interested in, really passionate about too.
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So, um, I consider myself an amateur graphic designer.
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And go back to the ingredients.
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Then, obviously, you mentioned early on that one of the reasons that you started this because of what was already on the market.
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So, again, how do you go about making sure that, or sourcing ingredients?
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what's again the kind of process there to make sure that you get great tasting products that are actually good for you rather than, like you said, full of salt, sugars, preservatives, etc yeah, exactly, I think that's really one thing is controlling our own manufacturing as well is that our products are not just sitting on the shelf for two years, like three years at a time that we've had the back like they're really like the products that you're.
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The spice blends that you buy at the local like store were made like a week ago, right, so that's that's one thing as well.
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Um, we make sure we use like reputable, good suppliers as well, so the spice blends really are or, sorry, the spices themselves really are fresh and they're not old and bland tasting, because that was really my biggest gripe with a lot of spices and spice blends was they were all dusty tasting for whatever reason.
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They're manufacturing processes and they're suppliers, so that's why I really made sure I got that part right right, it's.
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It's a really interesting point because I think so many people are guilty of having spices and things in their cupboards for years and years and years and then they don't understand why they're not getting the same sort of flavors as they are, maybe, when they're out or when they're cooking things from fresh.
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So understanding that as well and then thinking about what are used by dates also looks like if you're trying to encourage people to use them as fresh as possible.
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Well, that's kind of actually I love that you mentioned that the whole sitting in the back of the pantry, because that's kind of one issue I'm also trying to solve with, I guess, the spice blend industry is.
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I don't want people to have these just sitting around on the front of the packaging.
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It just it tells you how to use the product.
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Cause a lot of people when they see a spice or spice blend, they're like especially, you know, north American consumers.
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They're intimidated because they don't really know what to do with it.
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If you give someone a steak spice, they're like okay, I can put it on steak, but they're going to be going through it a lot quicker Once you see that you can actually on the front, you can use it on salmon, you can use on everything, and then all of a sudden you know your spice girls.
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Spice blends are becoming, are using your everyday cooking and they're not just sitting in the back of the pantry, they're sitting there as a as a pantry staple right that you're using often.
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So I'm trying to take the guesswork out of using spice blends, making them more friendly and approachable, um, and just versatile and, I suppose, versatility right.
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So is that?
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Um, obviously you're trying to, like you say, make, make sure that things are versatile.
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So, yeah, again, from your side of things, creating the products, is it simply just a lot of trial and error, right?
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I'm going to try this on salmon, I'm going to try this on beef, I'm going to try this on chicken and I'm going to try this on chicken, and you just go through and test, test, test and test until you can say I'm confident that this is best for this, this, this and this.
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Well, it's actually, it's funny.
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It's actually a lot of my customers teaching me how to use my own product, which is very interesting.
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So I started my business selling at farmer's markets, right, and I still, you know, while a lot of our business is from retail stores now, I still do a lot of farmer's markets because it's a great opportunity.
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It's fun for me because I love talking to people, but it's also a really good opportunity to talk to people that are buying my product because I'll get, like I started using like this is the seasoning I use for my salmon, right.
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I had a customer of mine that came up to me and said, oh, you know what I use it on?
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I use it on salmon.
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So we get these repeat customers because we're lucky that we have a really good community and like, oh, you know what I use this on.
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Like, that's most of my conversations I have with people at the farmer's market.
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Like, people use my pizzazz seasoning here.
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They'll mix it into their pizza crust when they're making a pizza, right, or they'll put it on roasted vegetables, and so a lot of the key uses for these that I've my spice plans are have come from customer suggestion.
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How do you?
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even go from farmer's markets into supermarkets.
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You talked about being interested in researching what that looked like and everything, but how did that process move in that way, and was it a bit of a shock as well?
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Yeah, well, I think that the first grocery store we got into so it was kind of a it was a subsidiary of a major chain called Loblaws.
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In Canada we have Loblaws stores, but there's independently owned Loblaws as well, so there was one that I guess somebody had given us the store owner a package of my taco seasoning.
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And I got a.
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I got a call.
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I remember this was my first year in high school and the store owner, dave Massine, said hey, like you know I'm, I was given a package of your, your, your taco seasoning from a farmer's market and I think it would be really great on our local section.
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How about you?
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You know you come by the office and we'll have a talk about putting your product in our store.
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And I was.
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I was like okay, my first, my first retailer negotiation no-transcript.
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I love Farm Boy just as a customer, and I always knew that, based on, like our customer demographic is like the shoppers there they look for, like it's like a accessible premium, I think, like it's so, which is where our products stand, like we're a better for you alternative, but we're not like charging you up the wazoo for it.
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So it's so.
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That's kind of where I always envisioned farm boys like my, my dream retailer, and I ended up being approached by them on LinkedIn a year ago actually exactly, and that was kind of when you know, everything really really blew up for us.
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And now we're working and we're in discussions with another similar retailer, so that's really exciting for us.
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So that's kind of how our business changed.
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And in terms of that target market, I've got a Canadian colleague based in Toronto and when I mentioned that we were going to be talking and sort of said that you're in Farm Boys, he said oh, yeah're a again, like you said, a kind of premium store.
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So in terms of that target market, do you have?
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I suppose obviously we're a barbecue podcast, right?
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So do you kind of target people like barbecuers or do you target kind of home cooks or are you?
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quite a generalist in who you target Just people that love cooking, or do you have some specific demographics that you're trying to appeal to?
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Definitely home cooks is my target demographic, but I will say barbecuers were my early adopters of the product.
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There is a local Facebook group called Barbecue Ottawa that promotes my products a lot.
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They're actually often giving me ideas on how to use it.
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So I'll see posts like today using Spice Girls smoke and have a narrow barbecue rub on a, on our smoked chicken, on the, on the big green egg, and I'm like, ah, that's amazing.
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So I get so happy.
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That was like the first Facebook group that was really promoting me.
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So we've we've got quite a few that that are, that are great with it.
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The people love our products.
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So, um, no, barbecue water has been great to me.
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So I I do.
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I do consider myself I am part of the local barbecue community, so I've been to a few events with them and it's, it's, it's fantastic.
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Yeah social media is something that's very interesting and we talk quite a lot about on the podcast because, at very least, the barbecue community seems to be very friendly, very helpful, very engaging, which isn't always the case when you talk about social media in general.
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You've touched on it, then, but how has social media shaped what you're doing, because we can see how active you are on there and what you're posting.
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How has that developed on your journey?
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yeah, I think I really love sharing ideas on how to use my spice blends, like I think.
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If you, if any of you, have checked out our social media at Spice Girls Things, you'll see there's a lot of recipe videos.
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And I think the big thing is just letting your, letting your story and your personality shine through into the educating your customers so they really feel connected to your brand.
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I think brand storytelling is so important so that you're not just some faceless, you know brand kind of thing that people see who's behind it, who's making the spice lens.
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Yeah, because feeling connected to a brand story is so important.
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Right, like if you have a great product but you actually like the people that are making it too.
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So that's why I think social media can be such a useful tool to tell your story.
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And doing things like recreating a better version of Taco Bell products or doing things like queso, and also showing your engagement with growing outdoors and that link to ingredients as well has to be engaging for people.
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Yeah, absolutely, oh gosh, I loved that Taco Bell recreation that I did.
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That was a lot of fun.
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It's amazing.
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It's such a big brand but it's only really in a bigger way come into the UK in the last few years.
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I mean I would say like Colchester is probably the closest local city to us and weird calling it a city because it used to be a town and Owen lives just outside it.
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But I mean taco bell's only been there for two years, three years maybe most um, whereas it's iconic right I think, I think they're a me I don't know if I should comment on taco bell, just because I will, I don't mind, I think, I don't mind, I think it's very average.
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That was the only time I've ever had it was.
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That was my very first time.
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Cause when I was growing up like it was, it was really I guess that's kind of come into my my brand as well as like all natural preservative, free, like you know, no garbage kind of thing was when I was like I never had fast food growing up.
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Um, so trying Taco Bell, I was like, oh my God, what is this?
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I've never had this before, so it was kind of a novelty for me, which was which was really funny but on that point though surely, well, maybe not, I do it a lot just kind of go.
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Yeah, I think I can make that better myself, you know, and especially when you're creating the flavors yourself, I'm sure, I'm sure there were some.
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You know things that you tasted.
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When you try Taco Bell and you go, actually my stuff's more flavorsome.
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That's it.
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That's what my mom and I say that it's always hard for us to go to restaurants and eat now, especially because restaurants are so expensive.
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So when we go out and we cook so much at home especially during COVID, my mom and I we did a lot of cooking, a lot of barbecuing, a lot of cooking at home, we cooking a lot of barbecuing, a lot of cooking at home.
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We really got really good at it.
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So we go to eat at restaurants.
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Now it's like, ah, you know, we could really make this better at home and spend half the money and it's just it's.
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We have fun cooking too.
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So, yeah, yeah, what's, uh, what's your favorite thing to barbecue?
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oh, salmon.
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Yeah, I love barbecue salmon, and I use my steak spice on it too, like I'm a fiend for salmon, um, so that's that's what I love.
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One thing it must be done, though, is temperature control.
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Like we, we pull it at 130 to 135, so the salmon has to be like perfectly done.
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Uh, I know, that's probably I don't know if that's an unusual answer for a barbecue podcast to say I love barbecue salmon, but and then we?
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Um, I love a chart by charcoal.
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We have two charcoal barues, we have a big green egg and we have a Weber, and it just like the flavor is just impeccable.
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Yeah, proper barbecues is the way that we put it.
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We jokingly talk about gas being a, you know, a taboo word.
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Yeah, because I was worried.
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I'm like, if I say that, like, charcoal is the only, way to go.
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am I going to get like hate on my phone?
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Fan mail, that's what you'll get.
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It's so true, the flavor is just, it's just so.
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There, like we, we got into finding like, oh, different chips with different smoking chips we can use.
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So it's it's just.
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I remember us having a lot of fun.
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Um, we love making, um, roasts like roasts but used for.
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But we make them into cold cuts after.
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So we'll do a roast beef right, and we'll season with my steak spice or whatever.
00:18:06.308 --> 00:18:16.250
But because a lot of cold cuts I find we find in grocery stores are just, they're way too salty and they wait too many weird ingredients in it, we decided, like you know, we can make them ourselves and make them so much better.
00:18:16.250 --> 00:18:23.185
So, you know, we put it on the grill and season with my spices and it's.
00:18:23.185 --> 00:18:25.353
We have a meat slicer too, so that's kind of every barbecue person's best friend.
00:18:25.353 --> 00:18:31.069
I say thermometer and meat slicer because we use that slicer all the time and we're making our own, our own cold cuts.
00:18:31.069 --> 00:18:33.824
So that's kind of the two things I love to do with it.
00:18:36.189 --> 00:18:37.852
I'll come back to the meat slicer because I've got one.
00:18:37.852 --> 00:18:48.766
But um, in terms of the salmon, do you, do you typically cook directly on on the grill, or do you perhaps do like a cedar plank and then kind of cook the salmon on the plank?
00:18:48.766 --> 00:18:50.996
Or how would you normally go around cooking it?
00:18:51.438 --> 00:18:51.839
right on the grill.
00:18:51.839 --> 00:18:54.105
Right on the grill, yeah, and I use a.
00:18:54.105 --> 00:18:55.107
We use coho salmon.
00:18:55.107 --> 00:18:57.682
I'm not a big fan of Atlantic salmon, so I use coho.
00:18:57.682 --> 00:18:58.765
Or sometimes I use trout.
00:18:58.765 --> 00:19:04.450
Tastes similar to salmon, so those are kind of either ones I'll use, but, yeah, I always run on the grill.
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Going back to meat slices, are you talking about like a proper electric deli slicer that can kind of yeah, they're great for big cuts of meat, aren't they?
00:20:30.580 --> 00:20:40.718
They're perfect, yeah, especially it also saves you having I mean, you can absolutely cut yourself in a meat slicer Safer because you're not using an item like actually no, you could injure yourself horribly on a meat slicer.
00:20:45.661 --> 00:20:47.065
But no, no, it's a fantastic, a fantastic thing.
00:20:47.065 --> 00:20:48.528
Um, highly recommend, uh, getting one of those.
00:20:48.528 --> 00:20:49.832
So, yeah, obviously cooking some roasts.
00:20:49.832 --> 00:20:52.519
Uh, obviously, british sunday roasts, sunday roast dinner.
00:20:52.519 --> 00:20:58.131
I noticed that and that's what I'm going to ask you actually, what?
00:20:58.131 --> 00:20:59.980
What is your typical sunday roast?
00:20:59.980 --> 00:21:01.002
What does it include?
00:21:01.704 --> 00:21:03.407
sure, so I mean, I usually put this on a.
00:21:03.407 --> 00:21:05.311
I'll put this on a roast chicken, um.
00:21:05.311 --> 00:21:11.748
But what I love about it, though, is that the drippings that come from the roast chicken it's it's seasoned already, like with the spice blend, um.
00:21:11.748 --> 00:21:12.529
So I have that.
00:21:12.529 --> 00:21:16.721
Potatoes, carrots, um, all of this can really be used with.
00:21:16.721 --> 00:21:18.182
This is for your Sunday roast.
00:21:18.182 --> 00:21:20.742
Everything in your Sunday roast can be used with this.
00:21:20.742 --> 00:21:26.188
So it's got the rosemary, it's got a little sage, thyme, smoked paprika.
00:21:26.188 --> 00:21:32.652
I use a little little bit of organic cane sugar in here as well, so it gives it that kind of sweetness to balance out those really savory flavors.
00:21:32.652 --> 00:21:34.653
So this is just a.
00:21:34.653 --> 00:21:39.998
This is one of my personal favorite spice blends, honestly, so this one's kind of my pride and joy.
00:21:40.901 --> 00:21:48.471
Which are your favorites and why okay um you can only, you can only pick one.
00:21:48.471 --> 00:21:54.713
You don't think I was gonna be nice, I was gonna be like three or four, and then we'll go for your favorite one.
00:21:54.713 --> 00:21:57.244
That's my favorite oh my gosh.
00:21:57.645 --> 00:22:00.317
Well, okay, I think it kind of changes depending on the season.
00:22:00.317 --> 00:22:02.326
I'll say, like, depending on what I'm cooking a lot of.
00:22:02.326 --> 00:22:07.646
So like, like, in the fall winter time, I'll definitely say my Sunday dinner is my favorite because I'm using it.
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