How This Man Generates $300K a Year Selling Barbecue Seasoning He Didn't Create

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      Imagine transforming someone else's successful product into a six-figure side business simply by infusing it with your unique story and marketing flair. Chris Gray from BaldBuck.com is doing just that with his barbecue seasoning venture, raking in approximately $300,000 annually by selling a product he didn’t develop himself — he merely branded it with his own label and marketing strategy.

      Instead of spending months in a lab perfecting a custom spice blend, Chris discovered an already successful seasoning, branded it, and crafted an engaging narrative around it. Today, he runs a flourishing e-commerce business that demonstrates that you don’t need to reinvent the wheel to create a profitable endeavor.

      Tune in to Episode 678 of the Side Hustle Show to explore:

      - How to identify and white-label products that are already on the market

      - Effective and creative strategies for influencer outreach

      - Methods to foster a community around any product through storytelling

      - Email marketing strategies that convert customers into loyal fans

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      The “Aha” Moment That Sparked a Business

      Chris's journey started with a simple dinner at his brother-in-law's home in Texas. The chicken was incredible, and when Chris inquired about the secret, his brother-in-law revealed the seasoning he used. Rather than just purchasing some for himself, Chris recognized an opportunity. He had two options: open a restaurant or sell the seasoning. He opted for the seasoning due to lower overhead costs and the potential for a more digital business model.

      Chris’s advice: When you discover something remarkable, don’t just consume it—consider how you can transform it into a business endeavor.

      The White-Label Discovery

      Chris's story becomes more intriguing here. Instead of reverse-engineering the seasoning or creating a custom blend, he contacted the manufacturer and asked, “Do you offer white-label services for this product?” White-labeling is prevalent—from Costco's Kirkland brand to Walmart's Great Value products, and many manufacturers have programs that allow businesses to put their branding on existing products.

      The manufacturer confirmed they had a white-label program, and Chris needed to:

      - Develop his own brand and packaging design

      - Fulfill a minimum order requirement

      - Market and sell the product

      With assistance from his business partner, a graphic designer, they settled on the name “Bald Buck,” a playful reference to Chris’s nickname among friends.

      The All-In Moment: 5,000 Units and Counting

      Chris could have started small with a 300-unit minimum order, but he went all in with 5,000 units for over $5,000. This “burn the ships” mentality motivated him.

      "When you receive 5,000 units of seasoning, you better find a way to sell it or cook a lot of chicken," Chris quips.

      The financials: With each unit costing around $1-2 wholesale and retailing for $18+, he had good margins to fund marketing and operations.

      The Influencer Strategy That Changed Everything

      With 5,000 units to sell, Chris devised a strategy. He researched leading barbecue influencers on YouTube and connected with one who resonated with him: T-Roy, who boasts roughly 354,000 subscribers. To avoid sending a standard pitch, Chris did his research and found out T-Roy was from the same Texas town, specifically Pflugerville. To catch his attention, Chris sent an email with the subject line: “Bald Black Jamaican from Pflugerville, Texas.”

      The strategy was astute:

      - Pattern interrupt: The unique subject line stood out in T-Roy’s inbox

      - Common connection: Mentioning their shared hometown indicated Chris had done his homework

      - Value-first approach: Chris offered something valuable to T-Roy's followers instead of simply requesting product promotion

      - The offer: “Try my seasoning