We were lucky to catch up with Erica Humphrey recently and have shared our conversation below.

Erica, thanks for joining us, excited to have you contributing your stories and insights. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

The biggest risk I’ve taken was deciding my business wasn’t just going to sell pretzel necklaces- it was going to create real change, even if it blew up every “easy” path in front of me. In the beginning, my help came from family and friends. Then, as demand grew, I turned to PRIDE Industries (teams of persons with disabilities). It was a great temporary fix and a way to keep production moving while I figured out what building a mission-driven team would actually look like. But I always knew it wasn’t the long-term vision given the contract structure.

When it came time to hire W-2 employees, I bet on my values instead of convenience. I took a shot and called St. John’s Program for Real Change- a program with wraparound services supporting women rebuilding their lives after homelessness, addiction, or abuse. Total gamble. And in a wild twist, the coordinator turned out to be a huge Neck Nosh fan from local festivals. We connected instantly, and I told her my goal: create paid, real-world job training that could help women step confidently into stable employment.

And here’s the truth: it is risky. Turnover is constant because I intentionally bring in women at the very end of their program, right before they graduate and move on. I’m always retraining. Always adapting. It’s chaotic and unpredictable—nothing like hiring the simple, traditional way.

But it’s also the most rewarding thing I do. I’ve seen paychecks keep someone’s phone connected so they could rebuild relationships with their kids. I’ve seen women save for cars and regain independence. I’ve seen confidence come back.

The risk never stops- but honestly, neither does the impact.

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

After my husband came home from the Great American Beer Festival talking about the DIY pretzel necklaces everyone relied on, it hit me: people loved the concept, but nobody was actually selling them. It was a fun idea stuck in a chaotic, last-minute scramble. Once I spotted a gap, I couldn’t unsee it.

Coming from a teaching background, I had zero formal business training, but a whole lot of resourcefulness. During Covid, I joined a food incubator called Alchemist Kitchen, and my mentor Jacob connected me to the right resources, filled in my knowledge gaps, and helped me build Neck Nosh into something real- not just a clever idea.

From there, the brand took off. Neck Nosh started in the craft beer world and quickly grew into massive beer festivals, airports, and specialty orders from major beer brands and even an NFL team. Companies now trust us enough to put their own logos on our labels for promo drops.

And I’ll say this: my husband is insanely innovative. He’s helped me design tools, streamline production, and spark some of our best ideas. He’s the “what if…” voice that keeps us evolving.

What sets us apart is simple: we created something people didn’t know they needed until they saw it- and then they couldn’t imagine an event without it. It’s fun, useful, memorable, and delivers instant joy. I get to blend creativity, branding, and problem-solving in a way that feels playful but is executed with real intention. Our customers are loyal- once they order, we have a great retention rate!

Neck Nosh started as a fix for a tiny problem, and somehow became a product people love, share, and talk about. That’s what keeps me obsessed with building this brand- I love the social aspect!

Any fun sales or marketing stories?

One of my favorite—and most humbling—marketing stories goes back to the very first time we ever tried selling Neck Nosh. We had no booth, no branding, no process… just a hunch that people might actually want this product. So I convinced my husband to come with me to a local Oktoberfest and literally walk up and down the admission line selling pretzel necklaces out of aprons like total amateurs.

It was painful. We sold a few, but the embarrassment was next-level. At one point we actually bailed and hid in the nearby pub to drink a beer and regain enough courage to keep going. We looked at each other like, “We are grown-ass professionals with kids—what are we doing hawking pretzels in a festival line?”

But here’s the twist: even with the cringe factor, people DID buy them. The concept clicked. And once we realized the demand was real, we swore off the apron hustle forever and decided to go legit with actual booths, branding, and professionalism.

Our first official festival?
We sold out in just over an hour.

That day taught me something huge: sometimes you’ve got to look ridiculous before you look successful. And honestly? I wouldn’t change that story for anything.

Any insights you can share with us about how you built up your social media presence?

I grew my audience by staying rooted in the craft beer community, which is the same place Neck Nosh was born. I show up where the energy is: festivals, breweries, beer conversations, and the people who make the craft scene what it is. Being a recurring guest on the Craft Beer Republic podcast keeps me plugged into the culture- talking beer news, strange laws, and whatever’s happening in the craft world.

I’m also part of the Beer Babes Family, a community of women in beer. We raise money for grants and collaborate with breweries, including a release I helped organize at the locally owned woman-owned Mindscape Fermentations.

And I share the stories of my employees from Saint John’s, which connects customers to the “why” behind my brand and gives the page purpose, not just product.

My approach is simple: show up in the spaces you truly care about, talk about what you love, highlight your mission, and let the community grow with you.

Contact Info:

• Website: https://NeckNosh.com
• Instagram: https://www.instagram.com/necknosh?igsh=MW8xOG5zbm5xdGJlbg%3D%3D&utm_source=qr
• Facebook: https://www.facebook.com/necknosh?mibextid=wwXIfr
• Linkedin: https://www.linkedin.com/in/erica-humphrey-0909b3187?utm_source=share_via&utm_content=profile&utm_medium=member_ios

Image Credits

N/a