We were lucky to catch up with Haily Sutton recently and have shared our conversation below.
Alright, Haily thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The story of how Crock’n CLE came to life really starts in the middle of our crazy everyday chaos. Picture us, two bartenders juggling work, kids’ activities, and trying to keep everyone fed. Our crockpot became the MVP of our kitchen, whipping up dinners that were ready to hug us by the time we all got home. But it wasn’t until everything flipped upside down with COVID that we really saw what this crockpot routine of ours could turn into.
As the pandemic hit and we found ourselves out of work, everything felt up in the air. There we were, trying to figure out what comes next, leaning on our crockpot more than ever. It was like a lightbulb moment—we realized this simple kitchen gadget was our lifeline for bringing the family together for meals without the headache of cooking. And if we were leaning on this so hard, surely other families could use a hand too.
The whole idea behind Crock’n CLE boiled down to something pretty straightforward: life’s too packed for meal prep to add to the stress. We saw ourselves doing more than just selling meal packets; we were offering folks a chance to breathe easier around dinner time, without skimping on eating something decent. This was about giving people their evenings back, with a side of real, good food.
What really pumped us up about getting this off the ground was filling a void we spotted—somewhere between meal kits that still need prep and the quick fix of fast food. There wasn’t much out there offering the cozy vibe of a meal that’s been simmering all day, ready when you are. Our meal packets were our way of bottling that feeling—turning dinner into a moment where stories are shared, not just food.
And with everyone trying to pull together and support each other during those pandemic times, we felt even more driven. This wasn’t just a good idea—it felt like something people needed. It was our shot at offering a bit of comfort and normalcy, with the bonus of keeping things simple and satisfying.
So, in a nutshell, Crock’n CLE came about because we caught a glimpse of something everyone needed during a slow-down moment the world handed us. It wasn’t just about launching a business; it was about building something that brought people together over good food. We saw a clear need, felt a deep connection to the solution, and lit the path forward with the kind of meals that do more than fill you up—they bring people together.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
What sets us apart? It’s not just about selling food; it’s about selling time—time you can spend doing anything but worrying about what’s for dinner. We like to think we’re solving the ultimate puzzle: making home-cooked meals a reality for busy folks. And in a world where fast food is the easy answer, we’re proud to offer an alternative that’s just as convenient but a whole lot better for you.
What am I most proud of? It’s gotta be the way we’ve been able to grow, from just an idea sparked during uncertain times to a brand that’s now found in over 20 retail locations and has a strong online presence. But more than that, it’s the community we’ve built along the way—the stories we hear from families who’ve rediscovered the joy of a shared meal, thanks to a little packet and their trusty crockpot.
For anyone new here, I want you to know that Crock’n CLE is more than just a meal solution. It’s a ticket back to the dinner table, a way to enjoy those home-cooked meals without the prep and cleanup. Whether you’re a busy parent, a student, or just someone looking to take the hassle out of cooking, we’ve got something for you. And as we continue to grow and add to our lineup, we’re always keeping it real—real food, real flavor, and real connections, one crockpot meal at a time.
How did you put together the initial capital you needed to start your business?
Starting Crock’n CLE was a real grassroots journey for us, a testament to what you can do with a bit of ingenuity and a whole lot of determination. Without taking a single dollar in outside funding, we turned the spices in our kitchen cabinet and the idea of helping families enjoy hearty meals into a thriving business. It’s a story I love to share, especially for anyone thinking about starting their journey with nothing but a passion and a pantry.
In the beginning, it was all about leveraging what we already had. We looked at our spice cabinet not just as a collection of flavors but as the seed of our future business. The concept was simple: use these spices to create meal packets that could transform everyday ingredients into something special with the help of a crockpot.
Our first sales platform? Local farmers markets. It was here that we started to see the potential of our idea. The feedback was immediate and incredibly encouraging. People loved the concept, and we loved seeing their reactions. Every compliment, suggestion, and yes, even the critiques, were funnelled back into refining our packets.
The strategy was straightforward: reinvest every penny we made back into the business. This meant more spices, better packaging, and gradually expanding our range of meal options. We were running on a cycle of feedback and reinvestment, constantly improving and expanding our offerings based on what our customers told us they wanted.
This bootstrap approach forced us to be creative and efficient with our resources. We had to make every decision count, from the selection of spices to how we marketed our growing line of products. It was a challenge, but also incredibly rewarding. There’s a unique sense of accomplishment that comes from building something from the ground up, using nothing but the resources you have at hand and the support of your community.
I think what sets us apart, and what I’m most proud of, is how we’ve stayed true to that initial spirit of resourcefulness and community engagement. Even as we’ve grown to over 30 meal options and found our packets in more than 20 retail locations, we’ve kept that direct line of feedback open with our customers. They’ve been with us every step of the way, helping to shape Crock’n CLE into what it is today.
For anyone out there wondering if they can turn their idea into a reality without a big infusion of cash, our story is a resounding “Yes, you can.” It’s about starting small, thinking creatively, and being willing to put the work in. Most importantly, it’s about believing in the value of what you’re offering and being willing to grow it, one step, one sale, and one reinvestment at a time.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
One of the most significant lessons my partner and I had to unlearn as we developed Crock’n CLE was the idea that undervaluing ourselves and our product was the key to gaining traction. In the early days, well-meaning advice led us to believe that keeping our prices low would be the magic bullet to draw in customers and beat out any competition. It seemed logical at the time, especially given the economic uncertainty during the pandemic and our status as newcomers in the food industry.
This mindset, however, soon revealed its flaws. By setting our prices too low, we inadvertently sent a message about the quality and value of our meal packets that didn’t align with the reality of what we were offering. Our products weren’t just another quick dinner fix; they were carefully crafted to offer convenience, quality, and a taste of home-cooked goodness. But the price didn’t reflect that, and it affected not just how customers perceived our products, but how we valued our own hard work and creativity.
The turning point came when we started receiving feedback from our customers. They loved the meals, raving about the flavors, the convenience, and the way our packets made dinner time something to look forward to. It became clear that what we offered was more than just food; it was an experience, a solution to the busy life dilemma. This realization was a game-changer. It prompted us to reevaluate not just our pricing strategy but our entire approach to how we presented our brand and products to the world.
We learned to see the value in what we created, recognizing that a fair price wasn’t just about covering costs or making a profit; it was about respecting the quality of our products, our customers, and ourselves. Adjusting our prices to reflect the true value of our meal packets helped us to position Crock’n CLE as a premium option in the market. This shift didn’t just impact our bottom line; it changed how we felt about our business. We moved from seeing ourselves as just another startup struggling to make a name, to a confident brand with a unique offering that people loved and were willing to pay for.
Unlearning the lesson of undervaluing ourselves was pivotal. It taught us that success in business isn’t just about being the cheapest option on the shelf. It’s about knowing the worth of what you’re offering, having faith in the quality of your product, and finding the courage to price it accordingly. This lesson reshaped our journey, teaching us that in the world of business, self-respect, and product respect go hand in hand in steering towards success.
Contact Info:
- Website: www.crockncle.com
- Instagram: @crockncle
- Facebook: facebook.com/crockncle