Bald Buck
A barbecue rub brand that sells its own version of a popular seasoning through white labeling.
Why It Works
Bald Buck leverages a popular existing product and enhances it with personal branding and storytelling, appealing to customers' emotions and experiences.
Revenue & Traction
$300,000 a year in sales; initial orders were 5,000 units at a cost of approximately $5,000.
Founding Story
Chris Gray discovered a delicious barbecue seasoning at a family gathering and decided to sell it after receiving positive feedback from friends and family.
Business Playbook
Utilizes white labeling, effective influencer marketing, storytelling in marketing, and social proof through customer reviews and influencer endorsements.
Why this works now
Most barbecue brands fail to connect with customers on a personal level. Bald Buck capitalizes on the rise of storytelling in consumer products, using Chris Gray's family gathering experience to create an emotional bond with buyers. Initially, Bald Buck sold its rub through local farmers' markets, where customers could taste the product and engage directly with the founder. This hands-on approach built trust and loyalty. A significant risk for the brand is its reliance on a single seasoning blend, which may limit its expansion potential and create vulnerability if consumer preferences shift.
Additional Information
Chris's initial marketing strategy involved sending samples to barbecue influencers, which led to significant traffic spikes and ongoing sales.
Source
Podcast: The Side Hustle Show
Episode: 678: $300k Worth of BBQ Rub on the Side
Creation Date: June 19, 2025
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