I had the pleasure of speaking with Jason Valleau, the creative mind behind the delectable Goodness Steak Seasoning and the owner of Ohh Hail Contractors. Curious about the story behind his remarkable seasoning, we delved into how this culinary venture came to life. Here’s what Jason shared with us.
Q: What inspired you to create your own steak seasoning? Was there a particular moment or experience that sparked the idea?
A: Back in 2012-2013, I was eager to try something different and began exploring new recipes in cookbooks. I discovered spices I hadn’t thought of before, which sparked my interest. I decided to create a seasoning for a family steak dinner, and to my surprise, everyone was really impressed. From 2013 onwards, for the next seven years, I continued making it for our family steak nights, despite having no formal culinary experience.
Q: Did you have a specific goal in mind when you first started experimenting with your seasoning blend?
A: My initial goal was simply to create something a little different for family and friends to enjoy.
Q: Have you ever entered your seasoning in any competitions?
A: Yes, I’ve participated in several cook-off competitions, though I never placed due to presentation issues. Who knew they cared more about looks than taste (he laughed). However, a friend in Arlington entered a cookoff, and he used the Goodness on pork ribs and won 3rd place!
Q: Did you receive any feedback during the development process? If so, how did it influence the final product?
A: Yes, all the feedback I received was positive, and some people offered helpful suggestions. This feedback got me thinking about making variations, such as adding kosher options, considering dietary restrictions, and possibly creating a spicier version.
Q: Can you describe the moment when you realized that your steak seasoning could be a successful product?
A: In 2021, I decided to bottle the seasoning and start selling it. Before that, I had been giving away small batches of the dry seasoning to friends, coworkers, and through networking. The positive feedback was overwhelming, and many encouraged me to sell it. One friend, in particular, really pushed me to turn it into a business, and that's when I realized this could actually be something successful.
Q: What steps did you take to bring your seasoning to market, from packaging to branding?
A: The first step was coming up with a name for the seasoning. After that, I started working on the branding. I collaborated with a friend who’s an artist and his wife, who’s a photographer, and together we created the branding. For packaging, I partnered with the same Dallas-based company, Penderey’s, from which I had been buying individual spices for my blend. I asked them to handle the packaging as well.
Q: How did you initially promote your steak seasoning? Did you rely on word-of-mouth, or did you have a specific marketing strategy?
A: I initially relied on word-of-mouth to spread the word. Then, I worked with a local branding company to create a website and build a stronger presence. I also sponsored a Dallas Cowboys podcast and participated in a golf tournament to get more exposure. It was very much a grassroots effort, focusing on networking. Being active in the Allen Fairview Chamber of Commerce and McKinney Chamber also helped a lot. In fact, through these efforts, I became known as “Spice Daddy.”
Q: Before launching your steak seasoning, you were involved with OHH Hail. Can you share how that business came into play and what led you to start it?
A: I had been working in the roofing industry for about 12 years before deciding to start my own company, OHH Hail, in 2022. Although I registered it as an LLC back in 2017, it was the years of experience and success in roofing—driven by repeat business and loyal clients—that gave me a solid foundation for understanding what it takes to succeed. This background proved invaluable when I transitioned into launching my steak seasoning business.
Q: Has there been any overlap between the customer bases of OHH Hail and your steak seasoning? Have any clients or contacts from OHH Hail supported your culinary venture?
A: Yes, there has been some overlap. I promote my steak seasoning by giving small bottles to my roofing clients as a thank you for signing up. Additionally, I include a Cutco knife with a steak seasoning blend featuring my logo and phone number. This not only helps introduce my seasoning to my existing clients but also strengthens my brand presence across both ventures.
Jason’s journey from the roofing industry to crafting a standout steak seasoning is a testament to his creativity and entrepreneurial spirit. His dedication to perfecting his blend and leveraging his business experience has turned a personal passion into a successful venture. We look forward to seeing how his seasoning continues to spice up kitchens and how his entrepreneurial drive will lead to future successes. Grab yourself a bottle at bringthetasty.com.