Breaking Into a Male-Dominated Industry with a Family Secret
Michele Hoskins is the founder of Michele Foods Inc., a multi-million dollar Chicago-based business selling syrup nationwide in the US. Hoskins got her start in 1984 using a secret family syrup recipe handed down from her great-great-grandmother.
Armed with determination to leave a business for her daughters instead of just a recipe, Hoskins jumped into the male-dominated food industry. She overcame incredible odds and countless mistakes, learning as she went since there were no mentors for African American female entrepreneurs in those days.
Securing Major Retail Partners
In that first year, Hoskins secured distribution in the top two retail chains in Chicago. She later became the first minority supplier for national chains like Denny’s, Walmart, and Sara Lee.
“There were no fairy magic wands, it was amazing work for decades that didn’t get the desired recognition at first,” Hoskins said. Her perseverance paid off though and today her syrups are sold in over 10,000 stores nationwide including Kroger, Safeway, Albertsons, and more.
Sweet Success After Aunt Jemima’s Downfall
For years, Hoskins’ Michele Foods operated quietly behind one of the biggest brands in syrup, Aunt Jemima. “When Aunt Jemima decided to leave, for some reason eyes turned on us,” Hoskins said. “We got a chance to shine.”
As Aunt Jemima products disappeared from shelves in the wake of racial equality protests in 2020, Hoskins’ syrups proudly took their place as leaders in the category. Her original Honey Crème along with Butter Pecan and Maple Crème flavors are now condiments and ingredients used by home cooks nationwide.
Michele’s Formula for Minority Entrepreneurs
In addition to syrups, Hoskins dishes out advice for aspiring business owners. “The first thing I tell people is to invest in yourself,” she says, noting access to capital is still a barrier for many minorities.
She credits her success to faith, self-investment, and perseverance. Her advice? “Never give up, the dream unfolds as you work it. Whatever happens, look at it from a positive and spiritual way.”
