MBiz

23 MBiz | june 2017 SMAK DAB By Wendy King C ash flow is always an issue for any business start-up. But Carly Minish, founder of Winnipeg's Smak Dab, a local small-batch gourmet mustard maker, has learned the value of making financial investments anyway. "The one thing I've really learned is that you can't be afraid to spend money to make money," says Minish. "There are times you just have to be really proactive and get out there and just really promote and take advantage of opportunities to get your name out there — putting money into marketing has been really important." Minish, who is a Red Seal chef, grew up in the Swan River Valley. She took her culinary training at the Northern Alberta Institute of Technology and then moved back to Manitoba and started apprenticing to be a chef. "When I was working in restaurants, I was incredibly broke. One Christmas, I wanted to make my family homemade gifts and I thought, 'Well, nobody is making mustard — let's just play around with that,' " she says. "I whipped up a beer chipotle flavour and a honey horseradish and everyone was raving about them and how good and how original they were. I thought that was kind of cool." Eventually, she started selling her mustards at the St. Norbert Farmers' Market, where she realized she had a hit. Gearing up, she found that the little bit of business training she had in culinary school helped, but she was still in new territory. "When you start a new business, there's such a steep learning curve and it takes you so far out of your comfort zone," she says. "But I like the challenge of learning a brand new skill set, and you have no choice but to do your best and kind of move along." She found some assistance through Manitoba Food and Agriculture, Manitoba Trade and Investment and Futurpreneur Canada, which provided guidance on everything from finding a commercial kitchen to getting her product to market. In 2015, Minish entered the Great Manitoba Food Fight, winning a silver award and a $7,000 cash prize. She says it was a wonderful experience that gave Smak Dab great exposure — and the timing was perfect since her business needed the cash injection. "The money went into new branding and really helped us grow to the next level." Smak Dab mustards are available through a number of retailers from B.C. to Ontario, as well a handful of fine local restaurants. "Retailers are our bread and butter, but we get really good feedback from our restaurants. People really like the idea that there is a local product on the menu," she says. Minish is continuing to invest in and grow her company. She has bigger plans for down the road, and more immediate plans for mustard fans — a new flavour, hot honey jalapeño, was officially launched in May. Minish says products like hers are growing in popularity because people want to explore new possibilities. "Food is a very powerful thing. It speaks to everyone," she says. "And we all want to be part of that movement with more focus on food and what we make and how we make it. Smak Dab wants to be a part of that." ■ The one thing I've really learned is that you can't be afraid to spend money to make money... putting money into marketing has been really important."

• Cover