"We don't have to live in a city to reach our customers"
Imagine a product that requires no advertising, very little marketing, and no overhead costs. It’s a golden nugget, it is the product that sells itself. And that’s exactly what Peter and Angela Joyce’s customers claim about their pepperoni.
“It came organically. Our customers said to us ‘you don’t have to sell this, just let people taste it. The product sells itself'. So we trademarked 'the taste that sells itself”, explains Peter when describing how they came up with their pepperoni’s brand.
What started as a part time job at a butcher shop in Lindsay, Ontario while Peter attended college, has turned into a successful family business at the Joyce family farm in Selby, Ontario. After graduating, Peter was approached by Aurel and Dennis, the owners of A&D Butcher's about selling their smoked meat products. Fast forward to May 2009, and Peter and Angela purchased the business as AD Snacks.
With three Joyce generations in the meat industry, purchasing AD Snacks pepperoni seemed fitting. “If we don’t do it, we are always going to wonder what if,” said Angela about taking the chance to purchase the business.
With storage space already available at their residence in Selby, only minor modifications were needed to create a warehouse for their product. “It’s handy, you walk right out the door and you’re in your workshop, you don’t have to walk outside,” said Peter. “And there’s very little overhead costs,” added Angela.
Having minimal overhead is just one of many perks of a home-based business, even in a rural location.
“We have a means of transporting our product to customers so we don’t have to live in a city to reach them,” said Peter. “There’s no traffic. It’s humble, it’s peaceful out here. It’s the atmosphere in the country that we love,” he adds.
The community has been a huge factor to AD Snacks success. Repeat customers, long-term business relationships and fundraising initiatives to name a few. The only marketing of their product has been through fundraising and word of mouth.
“We started fundraising with a few schools, and each year it continues to grow. With a 6 month shelf life and no refrigeration required, its the perfect fundraiser product,” said Angela.
Having realistic expectations and confidence in their product has contributed to the success of the AD Snacks business. With unlimited potential to reach an untouched market across North America, Peter says that staying in control and not getting too big, too quick has been a key factor.
“Our company doubled in sales within the first 5 years of ownership. We have a great product. Customer satisfaction, product quality and not expanding our market ahead of what our manufacturer can supply have been some key factors to our success. We run the business, we don't let the business run us."
Peter and Angela are proud of their 10 year milestone operating AD Snacks. "We have fun with this product because so many people love it," said Angela. "Our daughters help us with orders, and they are proud to be a part of the family business."
Running a prosperous business isn’t the only accomplishment for Peter and Angela. This August they will be taking time out of their busy schedule to celebrate 25 years of marriage. “We are a great team," said Angela, which is clearly evident in both their business and family life.
Looking for fundraising opportunities, visit AD Snacks website.
Story and Photo courtesy of the County of Lennox and Addington
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