We were lucky to catch up with Peewee Dread recently and have shared our conversation below.

Hi Peewee, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

As a child, I have always felt a deep connection to helping others. I sat at my grandma’s knee and listened to her tell me the story about the people in heaven and the people in hell. They both had full tables of food, but they were chained and could not feed themselves; however, the people in heaven were full, whilst the people in hell were starving. The people in heaven were full because they feed each other, and the people in hell were only trying to feed themselves. This story is the basis for my motto.” when everybody shares, nobody goes without!” This is the basis for my effort to always have something to share. I have learned in my time in business, it is important to share with the community that supports you. I live by that creed. When I walk down the street, and people are signing for money, it pulls my heart to want to make life better for everyone. It is a tall order, so I decided to do my best. I realized I can’t do it all. There is no reason to think that, but there is a reason to think that it is possible to help those on my path. Ah, a lightbulb moment. I realized that I have a frequency that has a path laid out for me with all the people and prosperity I will ever need, and this path cannot comeback void. It is my destiny to full the mission of becoming the help I want to see.
I created Rasta Tease to help me create a product people loved, so I can do the mission that I love, helping others. I created the ! million meal march, my effort to bring food access to the community through established access points in communities across the country. I am still at my grandma’s knee. I still believe that story. When everybody shares, nobody goes without.

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

The concept for Rasta tease has been long in the making. After many experiments in the kitchen, I came up with the taste of my product, then I had to get it out there. I happen to be a musician, and I decided to use them as my taste testers. This was the best thing ever for my brand. Although many had warned me that I should not be the face of the product, I ignored that and moved on. We are a company built on the passion I have for food and feeding others. Part of my branding strategy was to incorporate my non-profit mission into the heart of my business objective. This campaign has been going on since 2020, inspired by my cousin in New Orleans. Alicia P. Oliver ran a meal program during the pandemic, and I knew I wanted to do something similar, and the 1 million meal march was created.
I sell hot sauce primarily, but I also carry a line of coffees, teas. tinctures, lotions, drinks , and more. I leave no stone unturned. I have always been driven to see my dreams come to my waking space.
I have been able to merge music, my non profit, and my hot sauce company into a concerted effort to engage the community and help heal it.
This August, we are travelling to New Orleans for a conference, and we will be presenting Rasta Tease to New Orleans on a grand scale. This is a dream come true, but also bittersweet. It happens on the 18th anniversary of Hurricane Katrina, which took the life of my father. It will be a chance for to bury a little more of the pain from that time. The sweetness will be the new anniversary that will be created by introducing not only my sauce to my hometown, but I will be preforming with my double grammy nominated band at the conference.
I am blessed to have the opportunity to continue to bring the mission of Rasta Tease Hot and BBQ sauce to the world.

Can you tell us about a time you’ve had to pivot?

I was a Real estate broker back in 2005, and I was having a great year. I closed on a house, and a birthday coming. I called my dad, and informed him that I would be coming to new orleans for my birthday. Then I made a decision that would literally change my life forever. I was making plans on for tickets , and decided before I go home,New Orleans, i would stop in Vegas. I got tix for both places, and was ready to go. And just for a little touch, I booked my stay at the Orleans Resort, so I could feel closer to home.
The trip was great. It was hot , dry and I was having a ball. This was august 26, my birthday, and I was painting the town red. All the while, the gulf of Mexico was churning with bad news on the horizon. A hurricane was gaining strength, and had a path right for New Orleans. It is now Aug 27, and I can see the radars as I walk the strip. I have a ticket for New orleans on the 29th, and it is looking ominous. I carried on.
On the 28th, I was less at ease, and began inquiring on family members who may still be in new orleans. As I got through to family, I was becoming more at ease. Everybody was evacuating. Then I got a call that I will never forget. My father called me to inform me he would be riding out the storm at the house. I was panicked. I was watching the monitors, and this storm was nothing nice. I called back to my dad, and pleaded with him to get somewhere, but he was satisfied with his decision. At that point, I decided to just accept the decision, I continued to talk to him, telling him how much I loved him. He would tell me we would meet up after the 29th, the day my ticket was booked for the crescent city.
At 6am Aug 29th, all calls to New Orleans were down. No calls could get through. A tear fell.
Aug 29th changed my life forever, and forced me to grow up. I saw the markings on the door of my house from FEMA, and I will never forget it.
I learned form this, that even for the seed to grow, it must break the shell, break the ground, bud and bloom. These changes are just part of the process, and once it is accepted and judgement released, it will become wisdom

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

Consistency and determination have been the mainstays of my life. When came to my business, the same thing applied. I have been known for consistent quality all the way back in my music career. I have been determined against many odds that have come my way. I had to learn to relax and allow. I also realized that what people feel is very important. I made it my mission to leave my customers feeling good. Feelings have a way of coloring experience. When you have a good feeling about something and an issue arises, it will override the discomfort, because they feel good about the product or essentially me. I had a client with a damaged delivery, and they were hurt, because they were my dear clients. I got the call, and boy they were hopping mad. They FELT dissed, and I needed to fix it. I calmly listened, and when it was my turn, I explained that quality is our commitment, and rushed a new order out immediately. I earned and kept their respect by being open to their issue and addressing immediately. The new order was perfect, and they are customers and now friends to this day.
Another time, I was courted by a client who heard about our mission to feed the community, and became an instant fan. After tasting the sauce, he bought half a case before we left the encounter.
Reputation is important to protect, and it helps the business create a footprint in the minds of your customers. If that feeling leaves them happy, you are well on your way. It is important to remember 80% of your business will come from 20% of your customers. So it is imperative to create a feeling of fondness for you and your product.     

Contact Info:

• Website: www.rastateaseinc.com
• Instagram: rastatease0826
• Facebook: Peewee dread
• Linkedin: rastatease
• Youtube: rasta tease
• Other: rastatease.com