"Be creative" with Cori Deans

Founded by Upstate New York native Cori Deans, Small Town Cultures was built on the passion to heal with plant-based ferments that are accessible and vibrantly fresh. Fermented in small batches without vinegar or sugar (resulting in uniquely bright and fresh flavors) and then packaged in glass, Small Town Cultures’ products are a rainbow of clean nutrition. Now, the women-owned, family-run business with humble beginnings in local farmers’ markets has expanded to shops all across the country and is hitting store shelves in over 40 Whole Foods Market shelves in Arkansas, Louisiana, Oklahoma, and Texas starting in June 2021.

Can you tell our readers about your background?

Professionally, I come from a health and wellness background. Those insights and skills that I developed in my former career have lent themselves well to running a vegetable fermentation company.

What inspired you to start your business?

I was initially inspired to learn all that I could about probiotic microbes and fermentation in order to heal my autoimmune gut disease. 

Years ago, I found myself trapped in a cycle of medication and surgeries to treat an aggressive autoimmune disorder called  Crohn's Disease. My doctors' goal was only to put my symptoms in remission. This approach ended up taking a toll on me both spiritually and mentally. Instead, eating a diet that is high in living colonies of probiotics microbes such as those found in kimchi, yogurt and kombucha has allowed me to heal myself from Crohn's Disease.  

Where is your business based?

We are located in the rural town of Keene NY, nestled deep in the Adirondacks. 

How did you start your business? What were the first steps you took?

My business started accidentally as I had a career in which I was enjoying and doing very well. I am admittedly a bit of an overachiever. Anything that I do, I often over do. So when I started to create fermentation recipes to help heal my autoimmune disease, I didn't just make one batch at a time but I would make 4 or 5 different variations of the same recipe at a time. This then led to both a surplus of fermented goodies as well as a handful of choice recipes which were family and friend tested. From there I approached some of my favorite local health food stores and specialty markets with the recipes/products that I had developed to see if they would have any interest in carrying them.  

I was not a stranger to this as when I was in grade school my sister and I used to bake treats from scratch such as brownies, cakes and cookies to sell at a local retail store. With an entrepreneurial spirit, my sister and I would also walk up and down Lake Placid, NY's Main Street selling our goodies to the shop keepers thinking that they would also appreciate the convenience of having fresh baked goods presented to them when they were perhaps unable to take a break.

What has been the most effective way of raising awareness for your business?

I have thought about what is the most effective way to raise awareness about my ferments and their many health benefits, and what I have come up with is super down to earth: Just make something that people want to eat and the rest will follow. So, we focus first and foremost on the flavor of our ferments. Next, we consider color (we eat with our eyes after all), then ease of use and desirability. Lastly, we moved the ingredients to the front of the jar, so that there is no confusion; our products are as simple and clean as you think they should be. I know that most companies have crazy marketing plans and pour a bunch of money into getting clicks, etc. but we’re old school. We just want to make something that you crave and the rest will take care of itself.

What have been your biggest challenges and how did you overcome them?  

I remember saying with a straight face to the first distributor who approached Small Town Cultures to carry our line that I started the business so that I could have more flexibility in my schedule to spend with my newborn son. I had no idea what amount of time and dedication an infantile business would require and how many family trips/vacations/beach days would get sacrificed.  

The truth is that you work hard to get to a point where you can hire people to help you run your business, but as a self-funded micro start up, if you don't do something yourself, it doesn't get done. So one of my biggest challenges initially was allocation of time. I wanted to be everywhere at once thinking I could please everyone and still do an exceptional job as a mother, a loving partner, a small-business owner and a friend.

But what ended up happening was that I never slept, worked in the "off hours" and tried to participate fully in all other aspects of my life. It was unsustainable and could have ended pretty tragically. I decided to take a closer look at my business and stopped doing things that were not working or were not in line with the direction of my company. This freed me up to focus on both my family and where I really wanted to take my business. 

How do you stay focused?

I literally, without exaggeration, hear "Eye of the Tiger" play on repeat in my head… and have for years, lol

How do you differentiate your business from the competition?

Small Town Cultures makes fermented veggies (and some fruits) and stands out from the competition by offering more than just kimchi, sauerkraut and pickles. We try to focus on where people's tastes actually are, instead of where we wish they were, so we innovated fermented red onions and sliced jalapenos. We also focus on the natural beauty of the vegetables which is why instead of a large label covering our product with a picture, we use a transparent label and let the ferments be the star of our packaging. Our simple and clean ingredients are also something we want to highlight, so that list appears on the front of our packaging making it easy to recognize what is, and what is not, in our products.  

What has been your most effective marketing strategy to grow your business?

We listen to our sales. Just because I love something does not always mean that shoppers will love it. We have found that what works best for us are simple one- or two- ingredient ferments. They are more versatile which means they are easier to use. You don't need Google to figure out how to use a fermented sliced jalapeno; you just put it on or in things and it adds all of that great flavor, plus makes your dish, sandwich or cocktail probiotic rich.

What's your best piece of advice for aspiring and new entrepreneurs?  

Be creative; realize that there are many paths to achieving your goal and choose the right one for you. Also be prepared for failure because you will have many many things go wrong, but it is what you do with a negative that actually makes your business stronger and more resilient. 

What's your favorite app, blog, and book? Why?

I have sooo many favorite resources. I love the podcast, "How I Built This," with Guy Raz for inspiration. Sandor Katz is my favorite writer/thinker on all things fermented. I also loved the simplicity and directness of The Entrepreneur's Guide to Business Law, because you don't know what you don't know.

What's your favorite business tool or resource? Why?

I’d encourage any start up to reach out to Start Small Think Big as the non-profit can help you navigate the ins and outs of small-business ownership.

Who is your business role model? Why?

I have so many entrepreneurs that I respect and wish to emulate, but what they all have in common is curiosity and resilience.

How do you balance work and life?

Work and life balance is a work in progress. As a family we prioritize simplicity and experiences, but as a small-business owner I need to constantly stay focused on the tasks at hand and not get overwhelmed by tomorrow’s to-do list. I would like to highlight doing what you love and being surrounded by LOVE from your family is all one can really ask for. So yes, we are busy, but we are building a life together doing honest work. It also helps that we only live in a 600 square foot house which means less cleaning and way less accumulation of stuff.

What’s your favorite way to decompress?

My favorite way to decompress is just to be present. It doesn't matter what you are doing,  you can always be present in that moment.  

What do you have planned for the next six months?  

At the moment, Small Town Cultures is focused on scaling up our operations...so all of the normal things like hiring the right team now to be leaders in the future (shout out to Donovan, Sara, Briana, Jessica, Trista, Paulo and Bill), procuring the right equipment to be more efficient, and partnering with the right retailers and distributors.

How can our readers connect with you?

Great questions!! I have had a bunch of fantastic mentors and advisors along the way. If any of your readers are interested in contacting me I would be happy to answer any questions, schedule a chat, etc. You can email info@smalltowncultures.com or contact us through our website www.smalltowncultures.com.