We caught up with the brilliant and insightful Adam Mccoy a few weeks ago and have shared our conversation below.

Hi Adam, thanks for joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

The name Unkie’s Seasoning comes from something near and dear to my heart—family. When my first niece started talking, she called me “Unkie,” and it stuck. I loved having a unique name that set me apart from the classic “Uncle.” As my family grew, with four nieces and one nephew, the name became even more special. Family and good food go hand in hand. Growing up around firehouse meals and backyard cookouts, I saw firsthand how food brings people together. That’s exactly what Unkie’s Seasoning is all about—creating delicious, bold flavors that make every meal feel like a gathering with loved ones.

When people hear the name Unkie’s, I want them to feel like they’re part of something familiar and welcoming—because in my book, everyone’s family. I’m America’s favorite uncle, bringing that firehouse flavor and easygoing, supportive spirit to kitchens everywhere.

No other name felt more right. Unkie’s Seasoning isn’t just a brand; it’s a reminder that great food and good company make life more flavorful.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Adam McCoy, founder of Unkie’s Seasoning, and I wear a few hats—firefighter, family man, and passionate cook. I was raised in Chesapeake, VA, and now call Franklin, VA, home. My journey to where I am today is rooted in a rich tradition of first responders. My father and uncle were career firefighters, and while I initially had no plans to follow their footsteps, a high school friend reminded me of my promise to join the local volunteer fire department. Two weeks into the academy, I fell in love with the job, and over 20 years later, I’m still serving as a federal firefighter.

Firehouse culture has been a cornerstone of my life, and there’s no place more sacred in a firehouse than the kitchen table. Over the years, I’ve had the privilege of learning from countless firefighters who brought their unique styles and cultural influences to every meal. Being the main cook in many firehouses, I combined those influences with my love for bold, flavorful dishes. This passion ultimately led to the creation of Unkie’s Seasoning.

The name “Unkie” came from my first niece, who couldn’t quite say “Uncle.” It stuck, and now it’s a title I proudly carry with my four nieces and one nephew. The brand itself grew organically. I started by blending seasonings for firehouse meals, giving bottles away as gifts, and eventually, friends and family began asking for more to share with others. My wife encouraged me to turn it into a business, and during the pandemic, while healing from a broken foot and working on my sobriety, I poured my energy into building Unkie’s Seasoning.

The Products
At Unkie’s, we bring bold, firehouse-inspired flavors to your kitchen. My lineup includes five unique blends:

Elizabeth’s Salt – A smoky Bloody Mary rim salt turned all-purpose blend, named during a family beach trip.
Salt-Free Garlic & Herb – Created at my mom’s request and now our best-seller.
Coastal Cajun – A smoky twist on the classic Cajun recipe.
Chipotle – The first blend made entirely from scratch with help from my firehouse crew.
Buttery Rosemary – A collaborative effort with my friend and Fire Marshal Brian Kelly.
All our seasonings are low sodium (except the salt-free Garlic & Herb), free from MSG, preservatives, and sugar—just bold, clean flavors that work for grilling, roasting, meal prep, or even finishing touches.

What Sets Us Apart
At Unkie’s Seasoning, we bring the firehouse to your house. My seasonings are designed to simplify cooking while delivering big, balanced flavors. Unlike many store-bought blends, mine don’t rely on excessive salt or heat to mask subpar ingredients. They’re crafted with quality in mind, ensuring they’re versatile enough for everyone—from home cooks to pitmasters.

Beyond the seasonings, I aim to make cooking approachable. Through recipes and videos, I show people that meals like brisket, often seen as intimidating, can be simple, delicious, and perfect for family gatherings. When you use Unkie’s Seasoning, the flavor is one thing you never have to worry about.

Accomplishments & Pride
I’m incredibly proud of how far this journey has come—from gifting bottles to seeing my blends in local stores and shipping them across the country. It’s been like watching a child grow, evolving from small beginnings to winning back-to-back platinum awards and placing in national competitions. But what I cherish most is the support from my family, friends, and community—they’re the backbone of Unkie’s Seasoning.

I’m also proud of the positive impact my brand has had in raising awareness for firefighter mental health and supporting firehouse families in need. The fire community has given me so much, and I’m grateful to give back through my brand and my co-hosting of The Cool Fireman Podcast, where we talk about everything from firehouse meals to first responder challenges.

Looking Ahead
The journey doesn’t stop here. We’re about to launch “The Salty Fireman,” a Hickory Smoked Salt blend, and we’ve got new recipes, collaborations, and potential expansions into chain stores on the horizon. No matter what, my mission remains the same: bringing people together over good food and great conversations.

At the end of the day, Unkie’s Seasoning is more than a brand—it’s a piece of my heart and the firehouse culture I hold so dear. I hope every bottle brings a little flavor, joy, and connection to your home, just like it does in mine.

We’d love to hear a story of resilience from your journey.

Building Unkie’s Seasoning has been an incredible journey, but it hasn’t come without its challenges—both personal and professional. One of the biggest struggles has been balancing my full-time career as a firefighter, my business, and my family. There have been times where I doubted whether I could manage it all.

Early in my fire career, I dealt with the weight of traumatic calls, long shifts, and the pressures of the job. It led to struggles with alcoholism, stress, and ultimately, the breakdown of my first marriage. It took years of hard work, support from family and friends, and a commitment to therapy to rebuild my life. Now, I’m many years sober, remarried, a father to three amazing children, and running a business that continues to grow.

From a business standpoint, time management has been one of the biggest challenges. Running a company while working long hours at the firehouse and making time for my family often felt impossible. I was trying to do it all—handling orders, creating content, managing the administrative side of things, and still being present as a husband and father. At one point, I felt like I had to choose between my career, my business, and my family.

The turning point was realizing that success doesn’t happen overnight. Doctors don’t become surgeons in five years; it takes time and commitment. I had to reframe my mindset, accept that I couldn’t do everything at once, and focus on time management and prioritization. Now, I schedule my days and weeks, set alarms, and break tasks into manageable pieces. This small change has helped me regain control and grow the business without sacrificing my time with family.

Through it all, my wife has been my biggest supporter. She’s been by my side from the start, encouraging me and being my sounding board when tough decisions arise. And then there’s my best friend Brian, who never lets me slack—he’s always out there making connections and finding opportunities to grow my brand.

At the end of the day, my faith, family, and the firehouse mentality keep me pushing forward. I remind myself daily to be grateful for what I’ve built and the people who support me. No matter how tough it gets, you just keep showing up, putting in the work, and believing in the process.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

When I started Unkie’s Seasoning, I did everything myself—blending, bottling, labeling, packaging—you name it. The business started with me experimenting with different seasonings, mixing ingredients in gallon Ziploc bags until I found the perfect blends. The first seasoning, Elizabeth’s Salt, was created on a beach vacation with my wife’s family. I kept tweaking the mix until I had something truly special, and before I knew it, I was making batches to share with friends and fellow firefighters.

For the first few years, I handled all the production manually. It was a painstaking process:

Cleaning and prepping all equipment.
Measuring and blending bulk ingredients.
Filling and sealing bottles one by one.
Printing and applying labels by hand.
Packing everything up for farmers’ markets.
It took days to complete a batch, only to sell out at the market and start all over again the next week. As demand grew, I realized that doing everything myself wasn’t sustainable—especially after my twins were born. I needed to find a way to scale up production without sacrificing quality or my family time.

That’s when Brian (my best friend) came in clutch. Brian never meets a stranger, and one day, he connected with a retired firefighter who happened to own a manufacturing company. After months of research and hesitation, I finally took the leap and outsourced my production.

Lessons I’ve Learned About Manufacturing:

It’s a game-changer. Working with a manufacturer freed up so much time for me to focus on growing the business instead of spending every waking hour blending spices.
Finding the right partner is key. I needed a manufacturer that valued quality, consistency, and teamwork—because if I succeed, they succeed.
Costs are always a challenge. As a small business, I can’t compete with major brands that order in massive quantities for bulk discounts, but I refuse to cut corners on quality.
Recipe adjustments are necessary. Scaling a seasoning blend from a home kitchen to a full production run isn’t as simple as multiplying the ingredients. Sometimes the first batch isn’t quite right, so we test, tweak, and perfect it before it hits the shelves.
Advice for Others Starting a Product-Based Business:

If you’re making the product yourself, be prepared for long hours. It’s rewarding, but time-consuming.
Outsourcing isn’t selling out—it’s leveling up. If you want to grow, finding the right production partner can make all the difference.
Think ahead about packaging, labeling, and costs. It’s more than just creating a great product; you have to consider everything from branding to compliance with food regulations.
It’s worth the investment. It may cost more upfront to work with a manufacturer, but the time and energy it saves allow you to focus on actually running and expanding your business.
Now, with manufacturing in place, I can focus on getting Unkie’s Seasoning into more stores, creating new blends, and bringing firehouse flavor to kitchens everywhere. The journey isn’t easy, but every challenge has been worth it.

Contact Info:

• Website: https://UnkiesSeasoning.com
• Instagram: https://instagram.com/Unkies_Seasoning
• Facebook: https://www.facebook.com/UnkiesSeasoning
• Twitter: https://x.com/Unkiesseasoning
• Youtube: https://www.youtube.com/@unkies_Seasoning
• Other: TikTok: https://tiktok.com/@unkies_seasoning

Image Credits

Self: Adam McCoy