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

Jeff, appreciate you joining us today. So, naming is such a challenge. How did you come up with the name of your brand?

We landed on “The Swell” because it carries a double meaning, reflecting both the natural phenomenon of the ocean’s force and the idea of growth. Being 2023 we felt the timing after Covid fit the name perfectly. For us, The Swell embodies a refreshing and transformative experience that reflects the essence of seafood and the rejuvenation after a storm. It’s about creating moments that linger by connecting our customers to the powerful imagery of the ocean’s force. Emphasizing this aspect we really strive to create a deeper emotional connection with our customers, as they experience both the physical and metaphorical swell during their time with us.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I fell into professional cooking in my late 20’s. After 2 years in the corporate world with an Economics degree I knew I had to make a change. I quit my job, went to culinary school and got a job working the hot line. Needless to say I felt very behind so I buried myself in the kitchen and bounced around New England for over a decade trying to work for the best Chef’s that would let me into their kitchen. Eventually I made my way to Charleston, SC and was in a position to put my own ideas into a company that I could create. With only about $2,000 I bought a folding table, cooler, a couple bags of oysters and began popping up around the city. Almost two years of shucking oysters and making small bites we are now putting a custom built catering trailer on the road for weddings and all types of gatherings, selling caviar, and continue to build a strong brand within the community.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

There is a lot of good material out there, especially from a theoretical perspective. “Leaders Eat Last” by Simon Sinek immediately comes to mind. “Unreasonable Hospitality” by Will Guiara, “Setting the Table” by Danny Myers and of course, because I’m a cook and a Chef, “Kitchen Confidential” by Anthony Bourdain. Kitchen Confidential is a bit dated as the dynamic in the kitchen has shifted, but it is a good read to remind myself why I fell in love with cooking professionally in the first place. The former three books mentioned have one underlying theme that I took away and that is that this is a people first business, most are. Not food first, relationship first. Everyone from the people that you hire and the friends that help, to the customers you serve and the vendors you order your products from.

Can you tell us about what’s worked well for you in terms of growing your clientele?

I would put word of mouth over social media. Again, tying into relationship building, think of the best meal you have ever had out at a restaurant. I’m willing to bet that you can’t remember everything you ate. What you do remember is how you felt throughout the meal. From the company that you shared the table with to the way that you were treated by the staff – from the time you walked in the door until your foot hit the sidewalk again, that is the memory that sticks with you. And by creating those memories for someone you are writing a narrative to a story that they will tell over and over again.

As a Chef, Gramercy Tavern in NYC is my place. When I think of comfort, I think of Gramercy. I couldn’t tell you what is on the current menu. I know it’ll be better than anything I eat. I can tell you how they made me and my friend feel when we worked our way through the tasting menu. The food wasn’t anything they were used to and perhaps felt a little uncomfortable, unbeknownst to me. When my friend excused themself during the third course to use the restroom our waiter snuck in and asked if everything was to their liking. As if he’d been standing far away but watching so intently. After explaining their tastes, where we were from, and what we usually eat (all within 90 seconds), the rest of their tasting menu had been adjusted to fit whatever I was able to convey in two sentences about my friend’s palate.

Contact Info:

• Website: https://www.theswellchs.com
• Instagram: theswellchs
• Facebook: theswellchs