By Samantha Cart
Angie Cowger grew up the way many West Virginians do, learning to farm, garden and can from her paternal grandparents. However, for Angie, these skills, coupled with the strong work ethic instilled in her by her parents and her husband’s similar interests, were the ideal combination for creating an entrepreneur and small business owner.
Angie and her husband, Dee, are the owners of The Custard Stand LLC restaurants and Custard Stand Food Products LLC, with restaurants in Danville, Elkins, Flatwoods, Mannington, Oak Hill and Webster Springs.
The chili recipe the Cowgers are famous for originally belonged to Angie’s grandfather, who sold it to the owner of Elsie’s Dairy Bar in the 1950s or 60s. According to Angie, the recipe is very simple. The secret is in how the chili is cooked.
In 2003, the Cowgers decided to expand in the food industry from restaurant ownership into manufacturing after customers relentlessly asked to take gallons of chili home. The couple converted the three-bay car wash behind their original Webster Springs restaurant location into a production facility, and today, Custard Stand Food Products produces up to 7,000 pounds of chili and soup every day with only six full-time employees.
Custard Stand chili can be found on shelves at Kroger, Sam’s Club, Walmart, IGA and Costco and is also served in Glenville State College and West Virginia University’s sports’ stadiums. “We definitely made personal connections at the store level whenever the opportunities arose,” says Angie. “Dee delivered the products, and when he showed up, they would say ‘There’s the chili man bringing us some of that good Webster County chili.’”
The Cowgers are committed to their value system of creating chili with “homemade taste, quality and consistency.”
“We want to make a product that is as close to what your mom would make to serve to your family as possible,” says Dee. “That is the reason there are no additional additives, preservatives, fillers, extenders or anything similar in our product. We want a label where you can pronounce all the ingredients and know what they are. Our process allows us to continually produce a consistent product.”
Dee created the recipe for the brand’s chili soup product one summer when he decided the company needed a stronger year-round presence in the retail market. The couple’s hard work, dedication to quality and commitment to growing their brand were recognized last year when they became the first West Virginia-based business to appear on ABC’s hit show, “Shark Tank.”
“We sent a two-paragraph email to the address listed on the ‘Shark Tank’ website—no auditions or cattle calls,” says Angie. “We were inspired to apply for the same reason we brought Custard Stand hot dog chili to the retail market: people suggested that we should be on the show if we wanted help to become a national brand.”
Photos courtesy of Custard Stand Food Products
The Cowgers were seeking $400,000 for 10 percent of Custard Stand Food Products. They wanted the investment and a shark’s expertise to help grow their products into a nationally recognized brand.
“The cameras had me nervous,” says Dee. “But I knew if I could get through the pitch, I would be fine with the Q&A. We watched a lot of episodes and saw people freeze up, and I didn’t want to embarrass myself, my company, my town or my state.”
Despite their nerves, the power couple made a compelling pitch to the sharks.
“By the time we pitched, I had so much information in my head I wasn’t sure I would be able to pull anything out,” Angie recalls. “We’ve seen what the sharks do to people who don’t know their business, and I was determined we wouldn’t be those people. The producers we worked with tried hard to help us not be nervous. I was probably more nervous about that extra 10 pounds everyone says the camera adds. Dee is always doing something silly or funny to keep me from getting too nervous.”
Hey, @instafire, you ready for @ABCSharkTank tonight? ???????? We are stress-eating ????
— Custard Stand Chili (@CustardStand) February 21, 2016
Unfortunately, none of the sharks made an offer on Custard Stand Food Products. While all of the sharks thought the chili was a quality product, one liked his chili spicier and one thought chili on hot dogs was too region-specific. One shark was interested in buying in if the couple would put both companies on the table, but they were not willing to go that route.
“All of the sharks praised our hard work and success,” says Angie. “Billionaire Mark Cuban stood up and clapped at the end of our segment.”
Both of the Cowgers agree that their appearance on the show was well worth the takeaways. Sales have skyrocketed since the couple’s appearance on “Shark Tank.” Online sales have increased dramatically, and the company has shipped hundreds of orders to every state in the country. Wholesale and retail sales are up 55 percent, and the company has made connections with new brokers, wholesalers, retailers and distributors.
Wow! #SharkTankEffect is no joke!!! ✅❤️????????????????
— Custard Stand Chili (@CustardStand) February 22, 2016
We tend to focus on what’s important or what consumes us at the time and not really dig into Custard Stand Food Products from every aspect,” says Angie. “The ‘Shark Tank’ opportunity forced us to do this, and while we are pleased overall, we have areas that we can improve. Dee and I are both working to narrow our focus. We also learned that a disappointment can become a positive opportunity if you work hard enough to make it one.”
Wondering what Angie & Dee will be serving @ @ABCSharkTank #WatchParty Sunday night? https://t.co/NYTZxGQ4YG pic.twitter.com/NOELV15WSR
— Custard Stand Chili (@CustardStand) February 21, 2016
When the episode aired in February, the Cowgers threw a “Shark Tank” watch party to celebrate with friends and family. “We had said all along, deal or no deal, we were hosting a party because we wanted to celebrate the journey, not the destination,” says Angie. “Knowing that we would be showcasing our small town of Webster Springs and the most beautiful state in the nation was a bonus that night.”
Look how far you’ve come @CustardStand. Keep on going, you rock! @ABCSharkTank
— Barbara Corcoran (@BarbaraCorcoran) February 22, 2016
About the Author
Samantha Cart is the production manager for Executive Ink and its publications. A graduate of West Virginia University, Cart has worked as an editor, social media specialist and freelance writer. She is a native of Buffalo, WV, and currently resides in Birmingham, AL, with her husband. Cart can be reached by email at sdc@wvexecutive.com.
