Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://specialtyfoodmagazine.epubxp.com/i/55461
(continued from p. 26) SECOND CAREERS IN FOOD BBQ uses today. To match the quality product with an appropri- ate exterior image, they worked with Evolve, a marketing company in Greenville, N.C., to develop the brand. Soon after, Heilbronner attended the Fancy Food Show in New York City to observe and research. He returned home knowing this would be the project's next step to take it from a hobby to a business. Bone Doctors' first time exhibiting at a Fancy Food Show in July 2011 brought recognition from several media outlets. Thanks to their products' sharpened looks, in 2011 the Bone Doctors' gift pack became a sofi Silver Finalist and won two Scovie awards. "It can be the best sauce, but unless someone tries it they never know," Heilbronner notes. "It's your branding that gets them to taste it." A few days after the Show, the executive chef from the Walter E. Washington Convention Center called to express interest in open- ing a barbecue restaurant using their sauces. Heilbronner believes it was the branding that initially piqued the chef 's interest and that the quality of the sauces sealed the deal. "The general on our labels is the first U.S. surgeon general," he explains. "Because we're sitting on the Mason-Dixon line, we wanted a military look, which fits with many of the events at the convention center." Opened in October, the Bone Doctors restaurant is located inside the building, open during events. For Heilbronner, the new business ends up being an icebreaker for many of his patients. "They get a big kick out of it. Both of us also were certified BBQ judges, even before we made our sauce, so I have my judging certificate up in the waiting room," he says. "In central Virginia, there are parts that are very cosmopolitan, but three-quarters of my patients are from the rural areas. So many are afraid of what 'this doctor' will be like. It makes me more human." Today Bone Doctors' produce three sauces—The Original, Sweet & Spicy Barbecue and Carolina Bold Barbecue—as well as a spice blend, and a variety of three gift packs. And the company will introduce two new sauces early in 2012: a hot BBQ sauce and a hot sauce. Wearing their doctors' hats, Heilbronner and Wilhelmsen make their sauces pure, with no corn syrup or high-fructose corn syrup and never using artificial colors, flavors or preservatives. Now accustomed to jug- gling two careers, Heilbronner admits the effort is huge. "But it's fun too," he adds. "Anyone who goes into medi- cine does it for the challenge. I've been in practice for more than 30 years, so now it's time to bring in another dimen- sion. I've never been one to sit still idly." |SFM| Denise Shoukas is a contributing editor to Specialty Food Magazine. IF YOU WEREN'T WORKING IN SPECIALTY FOODS, WHAT WOULD YOU BE DOING INSTEAD? From nonprofit work to Formula One racing, read what some specialty food suppliers would pick as their ideal second career at specialtyfood .com/onlinehighlights. 59 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com resource guide Advertiser .......................................................................................Page Acorsa USA Inc. ................................................................................. 35 American Roland Food Corp. ............................................................. 22 American Vintage Wine Biscuits ......................................................... 57 Barefoot Contessa Pantry ................................................................... 13 BelGioioso Cheese, Inc. ...................................................................... 21 Boat Street Pickles, LLC ....................................................................... 53 BrannenGourmet................................................................................ 53 Braswell Food Company..................................................................... 56 Brazos Valley Cheese LLC ................................................................... 57 Calavo Foods ..................................................................................... 53 Cary's of Oregon, LLC ........................................................................ 56 CC Made ........................................................................................... 58 Columbia Cheese Importing ................................................................ 11 Conscious Choice Foods ..................................................................... 53 Country Baking Company .................................................................. 53 Dave's Gourmet, Inc. .......................................................................... 32 Delicaé Gourmet ................................................................................ 53 Dishoom Foods, Inc ............................................................................ 53 Dispensa-Matic Label Dispensers ........................................................ 20 Dufeck Manufacturing ........................................................................ 58 Faithful To Food, Inc. .......................................................................... 56 Feridies .............................................................................................. 28 Fischer & Wieser Specialty Foods, Inc. ................................................ 56 Frieda's Inc. ....................................................................................... 53 Frontier Soups .................................................................................... 33 Frosting Queens ................................................................................. 57 Garlic It! ............................................................................................ 54 Golden West Specialty Foods, Inc. ...................................................... 56 Gourmet Mixes Inc. ............................................................................ 56 Gourmet du Village ............................................................................ 28 Harvest Fresh Farms ........................................................................... 56 Heritage Shortbread .......................................................................... 54 Honeydrop Beverages ........................................................................ 54 Invest Northern Ireland ...................................................................... 54 J & M Foods ...................................................................................... 32 JayOne Foods, Inc. ............................................................................ 26 Jelly Belly Candy Company .................................................................. 6 Kai Yang Company, LLC ..................................................................... 54 Kaldes Bros. Trading, Co. ................................................................... 54 La Panzanella, LLC ............................................................................. 16 Live Better Brands, LLC ....................................................................... 55 Market Solutions Group LLC ............................................................... 57 Monk's Meadow & Amelia ................................................................. 35 Ningxia Qixiang Biologic Foodstuff Co.,LTD. ....................................... 57 PARTNERS, a Tasteful Choice Company .............................................. 34 Peanut Shop of Williamsburg ............................................................... 9 Pereg Gourmet .................................................................................. 58 Performance Packaging ..................................................................... 58 Plocky's Fine Snacks .......................................................................... 54 Primera Technology, Inc ..................................................................... 24 RiceSelect........................................................................................... 29 Ritrovo Italian Regional Foods ............................................................ 55 Salem Baking Company .............................................. Inside Front Cover SaltWorks, Inc. .................................................................................. 17 Sarabeth's Kitchen ............................................................................. 55 Sensual Olive ..................................................................................... 55 SerendipiTea ...................................................................................... 55 Simply 7 Snacks ................................................................................ 58 Source Atlantique Inc. ..................................................Inside Back Cover Southwest Specialty Food Inc. ............................................................. 58 Spice Lab, The .................................................................................... 58 Stonewall Kitchen ................................................................. Back Cover Sunland, Inc. ...................................................................................... 34 Texas Tamale Co./Brazos Legends ..................................................... 55 Torie & Howard, LLC .......................................................................... 12 Travel Chocolate LLC .......................................................................... 58 Tres Agaves Products, Inc. .................................................................. 55 UPEMI ............................................................................................... 19 Venus Wafers, Inc. ............................................................................. 33 Virginia Diner, Inc. ............................................................................. 23 Walkers Shortbread, Inc. .................................................................... 15 Wing-Time, Inc. .................................................................................. 57 World's Best Cheeses ........................................................................... 3 Xochitl Inc. ......................................................................................... 57 Yamate Chocolatier ............................................................................ 56