Nurturing Buddha Bowl

“What’s that seasoning, we talkin’ about, Pip?” Keith asks.

“Truth Sauce!” the NBA legend says into the camera.

“I’m hands-on. I do everything, from the marketing to most of the videos,” Keith Jr. says. “It’s keeping the people engaged and keeping your audience engaged. I’m big on that, because without people, there is no product. Keep promoting, that’s the easy part in my opinion. That’s something I just have a passion for.”

Truth Sauce had steadily developed a loyal following but also faced the same challenges as any new company – gaining wider distribution. Father and son tackled this challenge in the same manner as building their grassroots clientele, which was through one-on-one connections and salesmanship.

“Everything was self-taught. I’m learning every day. Still learning today. I don’t have it all figured out,” Keith Jr. says. “It was a lot of bumps and bruises along the way. My first major retail store was Drug Emporium. We had a lot of buzz and attention. We were doing well in Drug Emporium, and we just kept on pressing forward.”

The success of the Truth Sauce line on retail shelves, which by then had grown to Truth’s All Purpose Seasoning and Truth BBQ Sauce, helped the brand gain steam among other retailers. The company was picked up statewide by Edward’s Food Giant, followed by distribution in all Arkansas Value Foods. “Now we’re in, all together, about sixty locations throughout Arkansas,” Keith Jr. says proudly.

The success of the product has begun to land the company accolades. Remix Ideas and Black Founders named Keith Jr. its 2021 Entrepreneur of the Year.

"It was an award I knew nothing about until they called me,” Keith Jr. says. “I was shocked and elated at the same time because it’s always a pleasure when somebody is recognizing your work. All that hard work is not going in vain.” Every day brings a different challenge into the life of an entrepreneur, but the problems Truth Sauce has can be described as the good variety. Asked his biggest challenge at the moment, Keith Jr. grins. “Keeping the product in stock, making sure we have enough,” he says. “Can the co-packers make it fast enough? That’s about it.”

Company leadership make no bones about their goals – having conquered Arkansas and shipped to all fifty states through their website, they want to bring the Truth to every grocery in America and kitchens in all corners of the world.

“It’s always good to start at home. I feel like if you can get accepted at home first, you can be accepted anywhere,” Keith Jr. says. “For us to really lay the foundation and be all over Arkansas right now, we’re everywhere, we’re in Hazen, Forrest City, Marianna, Beebe, Harrisburg.

“We’ve already shipped to all fifty states. But to have a permanent home in other states would be great, just expanding the company outside of Arkansas and letting the masses taste this product is the next step for me. I’m a firm believer in once you taste it, you will be a customer for life.”

Find Truth Sauce products online at truthsauceinc.com. truthsauceinc@gmail.com | facebook.com/TruthSauceInc