There’s a joke circulating around West Windsor: entrepreneur Jim Barbour is completely sauced, literally. The 1989 West Windsor Plainsboro High graduate has experimented tirelessly since 2005 with fellow classmate Ryan Marrone to develop FunniBonz barbecue sauce, officially launched last July.
The condiment has generated noticeable buzz since January after Barbour arranged regular in-store tastings at Pennington Quality Market and Whole Foods in West Windsor, producing impressive sales. “At Pennington Market we sold over $10,”000 of sauce between January 3rd and February 20th, “and that’s in the winter,” Barbour proudly admits in an interview at Bigfish restaurant. He’s also quick to point out his gratitude for the support of PQM managers, Chris and Ron Rellstab, who experienced love at first bite. The rest was history.
It’s easy to see how Funnibonz’s success has escalated from the product itself, deftly marketed as “BBQ/365,” a condiment so flavorful and flexible, it can be used endlessly every day of the year. As the label explains, “Funnibonz products are designed to maintain their consistency whether cooked on a grill, heated on your stove, or used as a sauce in your oven. They are formulated to offer the most versatile flavors whether you are making ribs, chicken, fish, beef or veggies.
Backing the claim, Barbour cites praise from customers who have gotten their children to eat foods not palatable previously, thanks to a slathering of FunniBonz. “Their children wouldn’t eat before; now they’re putting it on all these foods. It’s a staple in their household. We’re actually impacting people’s lives.”
The line currently includes Original and Spicy varieties, for nearly $6 a jar, both featuring “All Natural” alternative versions sans the high fructose corn syrup (specifically developed for Whole Foods). Sweet Honey and Tangy Mustard flavors will also be available soon offering bold flavor without sodium overload. :All of my products are very low in sodium, one of the lowest on the shelf.” Not content to remain stationary, he is stockpiling a line of 20 products including rubs and marinades.
Barbour has taken an indirect path from a University of North Carolina Greensboro drama major to condiment chef. Always harboring an artistic side, he attended UNC Greensboro to be close to his only sister, Casi Barbour King. “She’s like a twin; it’s difficult for me to understand why siblings don’t get along.” After a year in New York at the Tisch School at NYU, he transferred back to UNC to complete his degree in speech/drama in 1993.
As a graduate, he possessed a yearning to act, but instead opted to complete his Series 7 and 63 stockbroker certifications in New York to provide a steady income. The career proved unsatisfying and he departed to accept a marketing rep position with the Sony music label in Philadelphia. The role deepened his maturation, as he marketed major recording artists in record store chains between Delaware and New York. Part of his responsibilities included arranging backstage meet and greets for stars including Fiona Apple, Maria Carey, and John Mayer. His favorite by far, was Tony Bennett, who after appearing at a record in-store performance gave him front row tickets to a show in Atlantic City. As Barbour puts it, Bennett was “a wonderful person; I have so much respect for him.”
By the end of the 1990s, however, the digital revolution was taking a significant toll on the record industry’s profits and it was again time to move on. His next two positions included pharmaceutical sales at Glaxo Smith Kline in Jersey City and a legal discovery document company representative. “It just wasn’t my deal,” he says. “However, through all the jobs and everything I’ve done, it’s contributed to who I am today and what I’m doing right now.”
That of course, would be barbecue sauce. Indeed, the pivotal moment arrived when he and Marrone were enjoying one of their notorious beer/wine/barbecue nights in Marrone’s back yard. After attending countless rib fests and experimenting with some of the more popular sauces, the friends had an epiphany: create their own.
So, drawing on an ingrained influence from his mother, Jo Barbour”s cooking (“it was an eclectic array: lasagna, coq au vin, spaghetti and meatballs, etc.”), he cloistered himself in her kitchen to perfect the blend. They also utilized multiple blind tasting focus groups to alleviate any doubts.
Already agreeing on the inside joke name “FunniBonz,” Barbour’s aunt, Linda Abedrabbo, developed the branding at her company, CreativEnergy. Completing the loop, they secured a packing facility in Lancaster, Pennsylvania, and distribution through Porky’s. Future plans include shelf placement at East Coast Whole Foods markets in addition to other stores. Barbour’s wish list of further distributors includes Wegmans and the Princeton Junction Farmer’s Market.
One point Barbour stresses above all is the support of his family and friends. His father, James Barber II, retired in 2005 as an administrative manager of the Institute for Advanced Study at Princeton University. His mother was a purchasing manager with Home Life and the Recreation Department of West Windsor. He admires how the two worked so hard to provide what they could for him and Casi.
His live demos are not complete without the presence of girlfriend, Evonne Ellis, who compliments back-end grounding with his front-man buoyancy. He is also grateful for “the support and prodding of close friend Matthew Haly to get into the food business.”
“My family is all about love, we laugh all the time: I almost had a Cosby Show upbringing,” he jokes. What is no joking matter is his dedication to keep the company firmly based in the West Windsor community.
“It’s the hub for everything. Why would I want to live anywhere else? I eat, sleep, drink and breathe barbecue sauce and I’m committed to building my brand in West Windsor.”
Suffice it to say, Barbour is hungry for as much success as he can stomach. For more information visit www.funnibonz.com.
Tastings are scheduled at Whole Foods, Route 1, West Windsor, and McCaffrey’s, Route 571, West Windsor, Saturdays, March 21 and 28, from 10 a.m. to 4 p.m.
