A family-owned business expands in Burlington
Sustainability infuses Thyme & Spice Company in downtown Burlington, Iowa. It’s a value that guides how business owners Travis and Ashlyn Long have thoughtfully grown their inventory. It’s a benefit for customers seeking environmentally friendly options. Sustainability is also at the heart of how the husband-and-wife duo has designed enriching lives in a state that rewards entrepreneurs who have great ideas.
“We sacrifice a lot for our business, but it’s because we love doing what we do that we’re willing to put the hard work into it,” Ashlyn said. “We love hearing that people enjoy the food we create or the products that we bring in. It makes it feel worthwhile.”
Whether they’re stirring up a fresh batch of ‘Corn on the Cob Seasoning’ or ‘Peppermint Twist Tea’ to brew, the purveyors prioritize quality. Thyme & Spice Company features more than 350 individual spices, herbs and botanicals from around the globe, as well as other small-batch products.
Winning grant funds through the Iowa Economic Development Authority’s 2024 ‘Open 4 Business’ pitch competition provided capital to add refillable olive oils and vinegars, which continue to draw repeat customers. They launched two new product lines in September and are already noticing results.
“We have multiple bottles being exchanged daily, so we should see some great stats by next spring,” Travis said.
RELATED: Meet five finalists from IEDA’s annual Open 4 Business Pitch Contest
Funding Sparks Sustainable Expansion
The opportunities to give their community more of the refillable choices they craved factored into the Long’s decision to enter the IEDA pitch competition. As busy entrepreneurs and parents, Ashlyn said she and Travis almost didn’t apply. After encouragement, they recorded a video and entered but kept quiet about the contest until Thyme & Spice Company reached the final round. Then, not only did they impress the judges, but Thyme & Spice Company also won the People’s Choice award, earning more than $20,000 to add refillable oils and vinegars to their offerings.
“Customers were looking for more sustainability with what they were purchasing,” Ashlyn said. “Because we sell many of our individual spices by weight, people love the idea that they can bring their own jars and vessels or reuse ones from a previous purchase. That’s evolved into our ‘Refill and Save’ program.”
“It was really fun to have the community rally behind us,” Ashlyn said. “We geek out about food stuff a lot, and it was nice to see that other people were just as excited about [us adding refillable oils and vinegars] as we are. We hear all the time from people who used to travel for hours and even go out of state to find a place like us. Now they can just come downtown.”
Partnerships Support Small-batch Producers
When Travis and Ashlyn opened their modern version of a spice and tea shop in 2021, they built on the early success of their first business, Orange Ember. That food truck grew from a farmer’s market side hustle to a brick-and-mortar restaurant. Already experts at quick-service takeout, the Longs weathered the pandemic well before deciding to pivot. Opening Thyme & Spice Company allowed the Longs to continue to share their love of food with the community and build a tight-knit team. Their storefront offers a small menu, which gives Travis room to experiment with flavors.
“Cooking for people can be rewarding because right after you create a dish, it goes out to a table, and if you do a good job, it brings immediate joy,” Travis said. “It’s fun to mess with different ingredients and see how they work together. You tweak them until it’s as perfect as you could possibly get it. I like seeing the home cooks take [our spice blends] home to try different recipes. I love hearing what they create with it.”
To complement their dry goods, Thyme & Spice Company carries a selection of farm-fresh offerings like local meats and cheeses, which are especially popular during the winter months when the farmer’s market isn’t active. They also have Iowa-brewed kombucha made by a couple from Fairfield on tap. Customers can come in for a glass or take a growler to go. It’s another sustainable option, and one Hedge Apple brewer, Kyle Sieck, thinks positively impacts flavor.
“There’s always subtle differences in any beverage based on what kind of container you use,” he said. “I think the quality is better coming out of a stainless-steel keg into a glass bottle versus being an aluminum can. I also think it makes the product more affordable to the consumer when they can buy a half gallon or gallon at a time.”
Built-in Family Thyme
Even as expansion plans are under way, the Longs are intentional about growing at a pace that feels good to them. They want to maintain quality and keep having fun as a family.
“Burlington has become this hub of everything art and food and culture over the last several years,” Ashlyn said. “No matter what you’re into, we have something for everybody.”
Originally from California, Ashlyn followed her parents to Iowa when she was in her early 20s. Her dad relocated here to advance his career. Travis grew up in the area, and the couple met in the late 2000s. They’ve stayed in southeast Iowa because they appreciated life away from “the hustle and bustle” and the proximity to quality schools. Their teenage son, Brody, watched his parents grow their business from the very beginning.
“I like to think that we’re the boss, but I’m pretty sure he’s the boss,” Travis said.
Ashlyn agrees. “We ask his input all the time. He’s pretty honest. If he doesn’t like an idea, he’ll tell you. It keeps us grounded. We take a step back and remember it’s not always just about what we want. How do other people see it? What are they looking for? It’s been fun to be able to share all of this with him and have him a part of the process.”
