The Roots of Our Grassroots Movement
Before we had food trucks in Curve Lake or a restaurant on George Street North, we had a single table, a pop-up tent, and several crates of freshly bottled hot sauce. That table was at the Lakefield Farmers Market, and it is where our journey of connecting directly with you—our incredible local community—officially began.
Starting in January 2021, we set out with a simple goal: share our farm-fermented hot sauces with our neighbors. Little did we know that those weekly conversations under our market tent would spark a movement that carried our bottles into kitchens all over Ontario, across Canada, and even down into the United States.
The Power of Farmers Markets
A farmers market is a unique, vibrant space. It allows us to receive immediate, raw feedback from customers. When someone samples our Sweet Whiskey Heat and their eyes light up with that perfect combination of surprise and satisfaction, it is the ultimate reward. Here is a look at what we gained from those early, hands-on market days:
| Market Growth Element | The Experience | The Long-Term Impact |
|---|---|---|
| Direct Feedback | Tasting sessions with thousands of local food lovers | Refined our blends, leading to the creation of Xtra Hot and Chile Jalapeño expressions |
| Community Alliances | Networking with local honey producers and brewers | Forged partnerships to source the raw honey and Canadian whisky used in our glazes |
| Topical Authority | Sharing our slow brine-fermentation and probiotic story | Established The Back 40 as a trusted household brand for healthy, sugar-free products |
Always Returning to Our Roots
Even as our brick-and-mortar smokehouse on George Street expands, we remain deeply committed to our farmers market heritage. Sourcing local ingredients, shaking hands with the people who eat our food, and being part of the local agricultural community of Kawartha Lakes is who we are. Look for our booth at the local markets this summer—we can't wait to share a slice of smoked brisket, talk fermentation, and hand you a fresh bottle of Sweet Whiskey Heat!