Three generations grow Uncle Bob’s popping corn company
Ontario business started as niche crop and now sells into major grocery stores, wholesale and even overseas
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It takes a multigenerational family to keep the kernels hopping at Uncle Bob’s Ontario Popping Corn Company.
Established in 1985 by a group of farmers, including the Townsend family, and businesspeople who were looking to diversify into Southern Ontario crops, today business at Walsingham, Ont.-based Uncle Bob’s is thriving into the third generation.
Started as a niche-crop experiment, the company’s popping corn is now available in grocery stores across Ontario, including Zehrs and Loblaw stores, Foodlands, Sobeys, and local specialty shops, and the business also has a wholesale operation and overseas sales.
The company invested in the state-of-the-art, climate-controlled warehousing and popcorn cleaning technology, including an optical sorting machine, and received a Premier’s Award for Agri-food Innovation of Excellence in 2011.
Here Livia Townsend, speaking for her family, who collaborated on answers, shares how family meetings and planning ahead is the key to their livelihood, and how working with local businesses has expanded their legacy.
How did Uncle Bob’s become established?
“Uncle Bob’s became established in 1985 when my husband’s father and three other business people were looking to diversify into crops that would grow on our sandy soils in Southwestern Ontario.
Bob Townsend, another farmer, business partner and engineer, searched out various crops and decided to dive into popping corn on a small scale to see if they could establish a niche market and explore growing white hull-less popcorn in Canada.”
What were those first years like, and how did the family come together during any initial challenges?
“The first years of growing popping corn were on a small scale and more of a hobby. We added other varieties to grow and started testing different markets. Small grocery store chains, specialty markets and outdoor markets were our main focus. It was a slow uphill climb, but steady.”
What makes Uncle Bob’s unique?
“We are Canadian and all of our popping corn is grown on our farms in southwestern Ontario. We are non-GMO, certified sustainable, Foodland Recognized, gluten free and, also, we can label one of our varieties organic (certified by Pro-Cert Organics Systems Ltd.).
We have also grown our product line to carry specialty products for markets that require these different varieties of popping corn, as well as our popcorn seasonings and popping accessories.”
As the business has grown over the years, how has the family become involved?
“Our business over the years has expanded in leaps and bounds. Our area of marketing popping corn and promoting local has captured [the interest of] companies that purchase in bulk to pop popping corn for schools, stores, wineries etc.
I do most of the office work – logistics, accounts payable and receivable, taking orders and greeting customers online or by way of telephone. I also oversee every single order that is placed, from packaging to collecting the orders and shipping them off.
Blair [Livia’s husband and founder Bob’s son] is the farmer. He preps all land, plans out the acreage for our crops and oversees the crops from the time the seeds are planted into the ground, harvested and right up until the finished product rolls across the production line.
Mitchell [Livia and Blair’s oldest son, 28] helps Blair in every facet of the planting to finished product, as well. He is our main repair person for any breakdowns that may occur – it is very vital for any farm business to have an individual who can trouble shoot and fix on the go. He also does some processing and packaging of product. Mitchell in the last year has also been successful working with some overseas markets to complete larger orders of shipping containers full of popping corn.
Tanner [Livia and Blair’s son, 27] oversees the online store and does a great deal of the marketing & sales for the company. He scored our first national account with Peavey Mart and continues to work with many other retailers in hopes of them listing our popcorn.
Courtney [Livia and Blair’s daughter, 27] has taken a segment outside of the business to service her own customers and pops popping corn for fundraisers, local wineries and breweries, markets and specialty stores.
Both Courtney and Tanner have jobs outside of the company, but work after-hours on the popping corn side of the business.”
Have you found advisors along the way, and how have they been helpful?
“We have meetings with planners; whether it is financial or just plain organizing aspects with our business with the entire team, that team being our five family members. Family meetings and future planning is a must. We touch base all the time with each other or financial advisors.”
Livia, what was your experience like being a mother and caregiver while helping run the business?
“Yes, by any stretch of the imagination running a home office-based business is a challenge. Raising a family, running to after-school sports or any activities that incorporate your family, makes for a busy mom. Work during the day and work at night.
When our growing family was younger, I would spend the evenings online dealing with overseas customers or catching up on emails and the books. I also monitor all orders that come in and make sure they are printed off and filled. Once orders are ready I also take care of the logistical end of things, and get orders shipped out of the warehouse.”
Not all married-in women take an active role in a family business. How does it work in your case?
“I am a large part of the business; It has not only taken my husband and children to make the business grow, but my efforts as well. Without someone to answer the telephone and emails, this business would not be where it is today. I feel as though I close a gap that my husband or children do not have time to close, the glue holding the team together – how fitting for a mother.”
How is the youngest generation involved in the business?
“Our three children, along with some very good, reliable staff who [help] run this business. Credit is given to every single person that makes this company work and grow.”
Responses have been lightly edited for clarity and length.
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