FC (Ret.) James Lee III, United States Army
Lees Gourmet BBQ Sauce, Inc. (www.jleessauce.com)
Recently ranked #1 in the world out of 270 sauces by BBQ Superstars Network and Pitmasters, J. Lee’s Gourmet BBQ Sauce also won the Food & Drink Category for Lux Life Magazine for 2019. The sauce is known as “the Taste of Mississippi” and, in 2017, Biloxi Mayor Andrew Gilich awarded the Founder, James Lee. with the key to the city and the City Economic Award during Biloxi’s annual Juneteenth Celebration. James has also been featured on numerous shows and television networks, including Super Bowl 2017 with NFLHall of Famer Warren Sapp. The sauce was also part of the 2016 pre-Oscars receptions and were enjoyed by such stars as Danny Trejo, Chris Mulky, Renee Lawless, Jackee Harry, and many more. James Lee’s military photo is the first to have ever been placed on any food or beverage product in history.
What does your company do?
J. Lee’s Gourmet BBQ Sauce, Inc, is a woman owned, Minority Business Enterprise-certified company committed to delivering a healthy and distinctive-tasting BBQ sauce with superior quality. Although a small company, J. Lees is uniquely positioned to meet the demands of individual consumers as well as large retailers. The sauces are kosher, fat- and gluten-free, low in sodium, and have no high-fructose corn syrup, MSG, or preservatives. They are also made with heart-healthy Turmeric, requires no refrigeration, and have a 24-month shelf life (though few bottles stay filled that long!). For families desiring a lower-sugar product, J. Lee’s Diabetic Friendly BBQ Sauce allows all family members to enjoy these unique flavors together.
The company’s slogan – “Put It On Anything!” – truly embodies the unique blend of flavors the sauces provide, offering enough tang and sweetness for a well-balanced blend.
What promoted you to launch it?
My father, James Lee, Jr., provided me the base recipe for my sauce and encouraged me to move forward with the effort. In 1999 while stationed at Ft. Carson in Colorado Springs, CO, I started the process of perfecting the sauce. During the following years, I continued to perfect the quality of the sauce. I started product development and focus group testing while on Active Duty. I initially made my gourmet BBQ sauce available to Armed Forces service members, civilians, and different organizations at various social events. In addition, I made my products available for sampling during my travels from state to state and internationally, including countries such as Korea, Germany, Hungary, and many more. This sampling strategy resulted in invaluable consumer insights from people from different demographic areas. Following the various sampling events, there was a high demand for my sauce. However, limited production capabilities inhibited sales opportunities until mid-2013 when I entered into an agreement with Panola Pepper Corporation to manufacture J. Lee’s products. Since that time, sales, distribution, and market acquisition have steadily increased.
How has your military life educated and influenced your business life?
Military life reinforced what my parents instilled in me- discipline and hard work. “The grind” is necessary if you want to achieve. I found the military to be the forerunner to meeting the challenges experienced in our society over time and, in most cases, have managed to overcome those challenges through approaches that lend themselves to thoughtfulness, openness, and equality. I have always been laser focused on any task that I have taken on in life. Failure or substandard performance have never been an option. I may not have always been successful in all aspects of my pursuits, but I have made sure that I do not repeat my mistakes and use past experiences as lessons learned.
What do you hope to do with your business?
Make J. Lee’s Gourmet BBQ Sauce the #1 selling BBQ Sauce in the world!
What advice would you give other Veterans looking to own a business?
Follow your ambition regardless of the difficulties, but do your research before you set out on your mission so that you will be in a better position to mitigate the pitfalls that likely will occur along your journey.
What is the most important thing you want people to know about Veterans? Veterans have proven their will to persevere. Don’t be afraid to step out into the unknown. Prepare as you have in your military career and you will be well armed to take on civilian business challenges.
