During the spring of 2013, former NFL players Al “Bubba” Baker found himself in an uncomfortable meeting at a bank in Avon, Ohio. Unexpectedly, he received a call that would change everything.
Baker was seeking an extension on his credit to keep his fledgling business, Bubba’s-Q Boneless Ribs, from collapsing. He had started this enterprise selling deboned baby back rib meat designed for microwave cooking and easy dining, after his wife, Sabrina, noted the messiness of traditional ribs at their family establishment, Bubba’s-Q World Famous B-B-Q & Catering. As he struggled with overdue loans and faced a looming crisis with the bankers, his phone buzzed.
The call came from a producer of ABC’s acclaimed reality series Shark Tank. Baker’s daughter Brittani had taken the initiative, applying for the show with her father as the applicant, even though he was only reluctantly on board. The producer proposed a Skype audition the following day. “When I returned to that serious meeting, the bankers resembled children who had just learned Santa was coming. They said, ‘Let’s pause our discussion; you need to prepare for your audition,’” recalls Baker.
Daymond John made an investment when Baker and Brittani recorded their segment a few months later. He advised launching a website for customer orders before the episode aired. At that time, their sales reached $154,000 across 48 stores in Ohio. Within 24 hours post-airing, Bubba’s-Q amassed $150,000 in online sales. By week’s end, orders skyrocketed past $400,000.
“Before that, we hadn’t sold a single boneless rib through the internet,” Baker reveals. They were caught off guard by the overwhelming demand; their shipping and handling estimates were significantly off. To compound the issue, their Missouri-based co-packer, which managed rib processing and packaging, panicked, unable to scale production. Baker was forced to issue refunds for half the orders.
“That taught us about our limitations regarding capacity for growth,” he reflects. John suggested a Canadian co-packer known for raising its own hogs and employing 14,000 personnel. “Talking to them was thrilling,” Baker admits, “but after several months of negotiations, I received a quote so exorbitant, I thought, ‘This can’t be serious!’”
For two years, Baker embarked on a quest resembling Goldilocks’ adventures, in search of the perfect co-packer. The demand for Bubba’s-Q Boneless Ribs exceeded the capabilities of midsize co-packers yet fell short for large-scale operators. He engaged numerous co-packers, starting each conversation with, “Do you have a 5,000-pound smoker?” One co-packer representative replied, “We don’t even fire up our smokers for less than 50,000 pounds of meat.” Others turned down any inquiries for a fraction of that amount.
He traveled extensively to evaluate potential co-packers in places like New York, Chicago, Los Angeles, and Florida for trial productions. These journeys, combined with ingredient purchases, travel, and lodging, proved financially burdensome. “Our spending eclipsed our sales,” Baker admitted, “meaning we were draining the restaurant’s funds to cover the losses.”
Simultaneously, John began to express concern. Baker had to ask John to hold off on promoting Bubba’s-Q on his expansive social media, explaining they were not yet ready for some promising deals in the pipeline.
Even through his frustration, John remained dedicated. “He assured me he was invested long-term,” Baker says, “and that he was prepared to support us financially, whether it be $35,000 or more, until we secured our co-packer and reached full production. There was no contract; it was all secured with a handshake.”
John’s belief in the business revitalized Baker’s confidence. “Daymond positioned me for success.” In early 2015, he had a meeting with Rastelli Foods in Swedesboro, New Jersey. Ray Rastelli, the founder of the 40-year-old family-operated co-packer, was deeply impressed with Baker’s vision and joined as a partner, allowing Baker to concentrate on representing the brand.
As a result, Baker has appeared on QVC and inked agreements with major retailers like Costco, Wal-Mart, and various national grocery chains. John notes, despite some hurdles, “Collaborating with Bubba has been just what I anticipated. This big-hearted individual has made me feel like family, and the success of his ribs on QVC and in retail has surpassed all my expectations.” Baker anticipates that Bubba’s-Q Boneless Ribs will exceed $100 million in sales in the coming years.
The ex-NFL defensive lineman acknowledges the challenges of relinquishing day-to-day control and adapting to his new responsibilities. “The only entity that welcomes change is a wet infant. Yet, I need to excel in my role as Bubba. Nobody else can fulfill that.”
