Lyndigo Spice

Lyndigo Spice’s line of products are full of flavor with a spicy attitude! Offering small batch, locally made, all-natural, preservative free chutneys, relishes, fruit spreads and spice rubs. All products are in low sugar, low in sodium, fat free, vegan and packed with flavor from locally sourced ingredients with spices and herbs sourced from Fair Trade suppliers. It’s founder is Celeste Croxton.

Tell us your origin story – what was the spark that took you from concept to startup?

Growing up I always watched cooking shows on WGBH (Channel 2) instead of Saturday morning cartoons. I bought a subscription to ELLE Magazine, which had a recipe card in it every month, and I would make the recipe for dinner on Sundays for my family. I remember one dish called for fresh garlic and I used a bit more than it required and the smell lingered in our apartment in Roxbury for about two weeks. I also remember making Cornish game hens stuffed with wild rice. My mother loved it so much that she had me make it every Sunday for about a month. Needless to say I have only made that dish twice in the last thirty years.

In college I would eat at different restaurants with my friends and we would play a game “name that spice/ingredient”. I would always win because I would always experiment with different spices and herbs when cooking. I began making dishes for friends and family for different occasions. They would always tell me that I should pursue catering. My first official catering job was when I made dinner for my best friend Lori’s family. It was my first time making a turkey. I made an apple and sausage stuffing and all the fixings. I remember freaking out because I ran out of apples for the garnish, but it all worked out and her family loved the food.

Fast forward to June 2006 post getting married, having two wonderful sons (Victor and Lake), becoming a police officer and getting divorced, I finally launched Lyndigo Catering. I focused on all-natural and organic southern, Caribbean and vegetarian dishes. In keeping with a healthy aspect of eating, there was nothing fried on the menu. I would make Jamaican jerk chicken for my clients with pineapple chutney on the side to calm down the heat of the jerk spices. Everyone would always ask me if they can get it in the stores. I would always say “not yet” and send them off with some on a plate to go. Several years later the recession hit and the catering jobs started slowing down with people doing a lot more potluck dinners. I took that time to research how to get the chutney in jars for sale. The first thing I learned was that I had to submit my recipe to a lab to get a scheduled process which is an analysis of the recipe that suggests proper pH levels and safe manufacturing of acidified (potentially hazardous) foods. This is required by the FDA for wholesale and retail. It took me two years to do this because I never write anything down, I just cook. So, between getting my sons off to college, testing recipes and working midnight shifts, I started building my brand. Everything came together November 17, 2014, a week before Thanksgiving. Everyone said I was crazy to launch a food based business around that time because no stores were taking on new products. So I started my own online campaign through my web store www.LyndigoSpice.com offering free shipping throughout the holiday season and it was a success. I did my first public launch at The Crop Circle Kitchen Holiday Market and that was also a success. People could not believe that I had only been in business for a few weeks.

Did you use any source of crowdfunding and if so which one and was it successful?

I did not do crowdfunding. I used my tax return refund and investments from my fiancé Joe, who is my rock.

How did participating in Mass Innovation Nights help you?

It gave me exposure and forced me into the world of social media, which is really important for small businesses.

What are the significant milestones you have achieved or need to achieve in the growth of your company?

My products are in stores! Huge milestone for me. I am focusing on getting into more stores, doing farmers markets and getting my brand on the map. I am currently in Cambridge Naturals in Porter Square, Whole Foods in Dedham, Formaggio Kitchen in Cambridge and The Bower Studio in Pelham just placed an order. I also sell online at www.LyndigoSpice.com.

Is this the first company you’ve formed and if so – has the experience been what you anticipated? Please give an example of one major eye opening experience that was unexpected (if you’ve had one!)

No, I started off with Lyndigo Catering.

Do you think as a woman you face any different challenges as an entrepreneur?

I have not experienced anything that would make me feel that way as of yet. Everyone I have approached with my product has been receptive. People like the stories that inspired the product. I have many of those.

Did you tap into any women networks for funding (angel investors) or for general support?

I did a workshop at The Center for Women and Enterprise in Boston that helped me with tools in starting a new business.

This article appears in our May issue of Banner Biz which you can read here.