Dunn Right BBQ Sauce: A Story of a Flavourful Comeback
For Erica and Nick Dunn, this is only the beginning. Their dream is to continue sharing their passion for great-tasting, handcrafted barbecue sauce while building a supportive community for other local food producers.
In 2013, the founders of Dunn Right BBQ Sauce, Erica and Nick, launched their first sauce, a chicken wing sauce. It was the beginning of something exciting, but life had other plans. "I had some health issues, and we had to close down," Erica recalls. "Then we were both in different jobs, but deep down, we always felt that wish—that hope—to restart the sauce business."
After several years away, the spark reignited in July 2023 when Erica found herself experimenting with a new barbecue sauce recipe. With Nick as the official taste tester, the couple spent weeks perfecting their flavours until they got it just right.
"We made a couple of bottles, just in mason jars," Erica says. "By the end of September, we officially created a Facebook page, and on October 3rd, we became incorporated." This was the beginning of their next big adventure.
From Mason Jars to Store Shelves
Starting up came with its own set of challenges, but Dunn Right BBQ Sauce quickly began to gain traction. By April 2024, their products were on the shelves of Sobeys in New Brunswick, their first major retail success. "We’ve since opened up a booth at the Moncton Market and expanded to 65 Sobeys and specialty stores across Atlantic Canada and four specialty stores in Ontario," Erica says proudly. "It blows my mind how fast it all happened. From selling in mason jars to having these beautiful bottles in so many stores—sometimes I have to pinch myself."
As direct-to-store vendors, Erica and Nick handle all deliveries themselves. "We do all our own deliveries to the stores—it's a lot of travelling," she shares. Recently, we brought 55 cases to Nova Scotia. It’s tiring, but it's what we must do for now."
Handcrafted, Healthier, and Full of Flavour
Despite the challenges, they remain driven by their love for what they do. The secret to their success lies in the sauce itself. Dunn Right BBQ Sauce is handcrafted in small batches, and the longer cook times allow for a deeper infusion of flavours. "We do everything in small batches because it heightens the flavour of the ingredients," Erica explains. "There’s no wheat or thickeners in our sauce either. We use a longer cooking time to make it thicker, making it gluten-free. Plus, it only has six grams of sugar and 95 milligrams of sodium per serving, making it healthier than many other sauces."
Customer Love and Community Support
Customers have embraced Dunn Right BBQ Sauce wholeheartedly. People can't get enough of the unique smoky aftertaste. "We always tell people, 'You just have to try it,' and as soon as they do, they’re hooked," says Erica. She recalls a moment that left a lasting impression on her: "We were at the boat show, and this guy shouted, 'You gotta try this. It’s just good!' He was literally yelling to get people to come over and try our sauce—it was incredible. Moments like that make all the hard work worthwhile."
Customer feedback has played a crucial role in shaping Dunn Right’s journey. Erica recounts several experiences highlighting their product's impact: "We did a pop-up at Sobeys, and people would taste the sauce, walk away, and then come back for a bottle. It’s the aftertaste that gets them—it lingers in a way that keeps people coming back. One customer said it best: 'It has a good initial flavour, but it’s that smoky aftertaste that sticks with you.'"
Erica and Nick also remain committed to keeping their sauce accessible. "We kept our price down because we wanted as many people as possible to enjoy it," Erica says. "Many locally made sauces are $12 or $15 a bottle, but ours is $8 at specialty stores and $8.49 at Sobeys. You can get your regular barbecue sauce for $2.99, but ours is handcrafted, healthier, and still affordable."
A Vision for the Future
As Dunn Right BBQ Sauce continues to grow, Erica and Nick have big plans for the future. One of their top priorities is establishing their own classified kitchen facility. "Right now, we rent a kitchen, but ideally, we’d love to have our own facility," Erica says. "That’s our biggest expense. We want a place where we can produce the sauce on our terms and maybe even rent it out to other small businesses in need. We know what it’s like to struggle to find a classified kitchen—it can be very costly. We’d love to support the community by providing an affordable space."
This vision extends beyond just a kitchen; it’s also about creating a supportive community for other small food producers. "If we’re not using the kitchen, we could rent it to someone else—such as small businesses like us. It’s hard out there, lugging all your equipment back and forth, renting time blocks," Erica adds. "I think it would be great to have a more flexible facility where people pay for the time they use, and we could keep costs low enough to help cover the mortgage."
Advice for Aspiring Entrepreneurs
The journey hasn’t been easy, but it has been enriching. Erica advises other aspiring entrepreneurs: "You just have to get out of your own way and make the call. It’s easy to overthink things, but you never know until you try. We made that call to Sobeys, and now our sauce is in 45 stores across Atlantic Canada—it’s incredible."
For Erica and Nick, this is only the beginning. Their dream is to continue sharing their passion for great-tasting, handcrafted barbecue sauce while building a supportive community for other local food producers. "We want to grow sustainably without losing sight of what makes Dunn Right special," Erica says. "It’s all about flavour, community, and doing things the right way."
For more information about Dunn Right BBQ Sauce, visit Dunn Right BBQ Sauce or check out them out on Facebook (https://www.facebook.com/dunnrightbbqsaucenb) or Instagram (https://www.instagram.com/dunnrightbbqsaucenb).