We recently connected with Erin Mann and have shared our conversation below.

Hi Erin, thanks for joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

My idea started when I shared my elderberry syrup with my Mom’s Group I met with every week. They knew the health crisis my son had when he was 1 and what all I had shared to get him back on the right health track. The moms tried it and took some home with them and before I knew it I was getting calls and texts saying “my kids loved it and they cry when I make them take the store bought elderberry!”. My friends started passing it around to their friends and before I knew it, total strangers were asking to pay for something I was making for my friends like you would a load of bread….just a kind gesture. Once the messages were out of hand, I knew it was time I found a legitimate and legal way to share my creation, so I started to research how to start a food business in my state. The next few months were crazy. I had 15 years in the FBI but had no clue how to start a business, or how to fit into state and federal laws of food making. So I read and researched online, often finding myself in a loop of questions…as soon as I got one answered, I’d find information that made me unsure of other things or contradicted what I thought I had just figured out. It was hard!! Most people thought of elderberry as only a medicine, to which I kept getting push back about FDA supplementation, etc. It took me a while to show our local agriculture authority that I was making a food…not a medicine, and therefore did not fit under FDA supplement law, which is separate from FDA food regulation. Needless to say, while I am not expert on food laws in its entirety, I am an expert on categorizing and the first steps of food production for any type of food business. Once I was able to get through all of those hurdles, I was able to work to get labels designed, applications with my department of agriculture filed and scheduled for an inspection. On April 2, 2019 I received a passing inspection and was legally allowed to start selling my products nationwide and online. For me the key things I had to figure out to actually launch were: federal, state and local food regulations, local regulations for obtaining a zoning permit and business license, LLC formation, packaging not just for the products, but how to safely get them across the country at a rate others could afford.

In 2022 I opened my first brick and mortar retail store, selling my 22 handmade food products as well as showcasing over 90 Virginia made businesses items, from food to wares. In 2023, due to a need I saw within our food business community, I built and opened The Kitchen at Vint Hill. This is a dedicated rentable commercial kitchen for small food businesses. It is the first in my county and is meant to provide our local small food businesses a space to be inspected to operate legally, at an affordable rate. I also offer mentoring to those who were as confused as I was, in order for them to move through the process at a faster pace.

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

My name is Erin Mann and I am a wife, Mom and Entrepreneur. I have a Master’s and PhD, and, in Criminology and worked for the FBI for 15 years before retiring early when I had my son. At the age of 1 he suffered a health crisis that afterwards left his immune system weakened. His hospital stay was one of the scariest moments of mine and my husband’s lives. After Lucas was recovered and during the care of 6 specialists I was told I had to “wait and see” what would come of his health and one day I said that was not good enough. I set out on my own to research his issues and see what I could do to help him. The elderberry syrup I created was weeks of reading and research and within 6 months he was released from all his specialists, and hasn’t had to go back since. He was 2 then, he is now 8. Due to this I started sharing my story with others and providing my syrup to families who wanted a “kid approved” tasting elderberry syrup, which led to the launch of my first company, Erin’s Elderberries in 2019. In 2022 I opened my first retail store that is a commitment to my community and to the other small businesses that allow me to carry their products in their store. Currently, I represent over 90 small Virginia businesses in my shop along with the 22 handmade products I still make. My products are all out of intent, often with individuals asking me to help fix an issue or solve a problem. For example, my Aronia Syrup was made when a private client who had chronic sinusitis came to me asking for help. She had been put on pain medicine for her constant headaches and it kept her from driving or just enjoying life at her age. I worked to research and figure out what foods she might be able to consume to help. Aronia was what I landed on. After making a syrup for her to top her yogurt with every day, she was pain free after. 6 weeks. So due to that, I added it to my line of products. For my Yum Punch I wanted my son to have a healthier alternative to the red kid’s drink so widely known, so I created something for him that has the same color and similar flavor profile. What I didn’t realize at the time was that one of the ingredients has 7 of the 8 naturally occurring electrolytes, which means it’s great for those hot summer months or athletes!

In the almost 5 years of business I have become a creator, a helper, a mentor, a community engagement activist and an entrepreneur. I thought I would only make elderberry syrup and DIY elderberry kits, but what Ive come to find out is that I just like to help people. If there’s an issue I want to work with others to fix it. I want to help my community be better and feel connected. For that reason I host free events throughout the year, and donate any funds accumulated from them to our scholarship foundation, which provides a scholarship to a high school senior in our county every May.

During my time as a small food business I also saw other small food businesses struggling to find their own inspected place. Too often these rental kitchens are outrageously priced or the drive is too far. Due to this need I saw in our community, I started construction on The Kitchen at Vint Hill. It is a fully private rentable kitchen for small food businesses to come to learn and thrive at an affordable rate. I also mentor them on the process of inspections, of requirements, allergy trainings, and scaling. My goal for the kitchen is to allow food businesses to grow, to retain income, and be able to go out into our community and buy or rent space to create their own cafe or restaurant and fulfill their small business dreams.

So while I started off as an elderberry syrup maker who’s goal is to provide the most yummy tasting and quality ingredient syrup out there at an affordable rate, I have realized that I have the ability and the want to have an impact on my local community and local small food business community. Apparently, helping people, in any form, is what I am set on doing.

What do you think helped you build your reputation within your market?

I think what helped build my reputation is being honest and relatable. I’m a Mom and a Wife and I’ve never pretended to be anything other than that. I never hold back sharing the hard parts of my life, because no woman should feel alone in the hardships of what we face: miscarriages, divorces, deaths, depression, anxiety, etc.

So from the beginning and still to this day I share the story of Lucas’s health journey knowing that it will reach other Moms or Dads or Grandparents and have some link or something that makes them feel connected. Because if I get the opportunity to help them or alleviate some of their hardships, I can’t think of any higher honor.

I am also transparent with how I do things and why in my company. I tell my customers why I use one ingredient over another. I tell them why this price is going up 20 cents. I don’t just say “well everything is going up”..I lay it out…the bottle I used to buy was 1.67 each 2 months ago, its now 1.87 each. Technically in retail world I should be raising it 40 cents but Im not, because I don’t want to”. People appreciate honesty and when you let them know exactly why you are doing something, they can follow the thinking and they agree with you on the change.

We’d appreciate any insights you can share with us about selling a business.

I sold a “clean living” style business I thought I wanted to run while I ran Erin’s Elderberries. I realized very quickly that my heart was not 100% into focusing on both brands, and elderberry was where I really wanted to focus. I sold the business and the trademarks, etc in 2019. Back then I was not calling myself an entrepreneur. I was calling myself a stay at home mom with a hobby. Looking back I would have done a few things different, knowing what I know now. The things I learned were: assess what you would have made with the company to set the price, and also what the trademarks and copyrights are also worth. Also assess what you would and would not be happy with for the buyer if you sold the company. For example, mine was purchased and was not carried on. Make sure to have plenty of paperwork on the exact stipulations of the sale, of the royalties, etc. and follow through with them.
While I have no plans to sell Erin’s Elderberries in the near future, it has shown me that anyone who would sell a business also need to know their sales and profits to the penny, be able to provide a 5 year plan at minimum, and always know at any time what their business is worth. Go into your business with the thought of “I may one day like to sell this company..what do I need to do now to make that worth it”. I was told that when I started mine and thought “why would I ever see?” But then I realize that one day, I couldn’t keep going when I’m older even if I wanted to, so how do I ensure its legacy continues? Preparing to sell your business from the day you start it is also preparing your company to survive through time.

Contact Info:

• Website: www.erinselderberries.com
• Instagram: @erinselderberries
• Facebook: https://www.facebook.com/erinselderberries
• Linkedin: https://www.linkedin.com/public-profile/settings?trk=d_flagship3_profile_self_view_public_profile

Image Credits
Lita Trimmings Photography Kimberly Grace Photography