Hi everyone and welcome back to the show! It’s Doone here, your host and hype girl!
Aja decided to start Drizzle to address all of these concerns and more. But of course all good stories have a plot twist, and Aja’s was pretty major. We talk through the forced pivot, how she landed a partnership with Queer Eye’s Tan Frances and why it took 5 years to nail down the path to proven playbook.
When it comes to building a brand from scratch, there’s always a juicy backstory, and Aja Horsley’s journey with Drizzle Honey is no exception. Her company, Drizzle, has quickly become a standout name in the honey industry, known not only for its high-quality, sustainable products but also for landing an impressive collaboration with Queer Eye’s Tan France. But Aja’s path to success didn’t exactly start off smooth—it was filled with twists, allergic reactions, and plenty of hustle. Let’s dive into her story.
The Birth of Drizzle Honey
Five years ago, Aja Horsley was deep into her work as an environmental scientist. She found herself leading an urban beekeeping project that included setting up rooftop beehives. It didn’t take long before Aja noticed a gap in the market: high-quality, sustainable honey was surprisingly hard to find, and the beekeeping industry was struggling. Many beekeepers couldn’t make ends meet, and bees were dying at alarming rates. Seeing the problem firsthand sparked the idea for Drizzle.
Aja’s plan was simple—start small with a few hives and build from there. She borrowed $350 from a friend to create a logo and put in a little over $1,000 to set up her first two hives. The idea was to gradually expand, but life had other plans. After all that effort, she discovered she was allergic to bees—talk about an ironic plot twist! Suddenly, her dreams of managing hives herself came to a halt.
Pivoting the Business Model
Faced with this challenge, Aja had to think quickly. She reached out to her network of beekeepers and found a way to run the business without managing the bees herself. Instead of harvesting honey from her hives, she began sourcing it from local beekeepers who shared her commitment to sustainability and quality. This move not only kept Drizzle alive but also allowed Aja to support other beekeepers, staying true to her mission of elevating the honey industry.
Initially, Drizzle was a tiny operation, with revenues around $5,000 from local markets. While people loved the honey, there was one big hurdle: Aja couldn’t get the product onto retail shelves. In Canada, the regulations for raw agricultural products like honey are stringent, making the process of getting food products approved long and complicated. So, while she juggled a full-time job, Aja was also running around dropping off samples at markets, managing social media, and trying to grow Drizzle organically.
Early Wins and Learning Curves
One of Aja’s first big breaks came when she was accepted into a business accelerator program, often compared to Canada’s version of Shark Tank. The program not only offered mentorship and introductions to key industry players but also provided Aja with something invaluable: a network of fellow entrepreneurs. It was here that she truly began to understand the nuances of the food industry, from distribution logistics to scaling up production.
And just like that, Drizzle went from a small market stall to a company that caught the attention of a celebrity investor, securing a $150,000 investment from the accelerator in 2015. With this cash infusion, Aja was able to bring on a sales broker who had a team of 25 reps across Canada, hire a logistics manager, and finally build out a real digital marketing strategy.
Lessons on Building Relationships in Business
Aja quickly learned that when it comes to selling a product, no one does it better than the founder themselves. She found that making direct connections with retailers gave her an edge. When buyers and store managers know the person behind the brand, it helps build a real relationship, almost like a friendship. “Your core group and the founder themselves can sell your product WAY better than any sales rep or distributor,” she shared. The personal touch gave Drizzle an advantage over larger companies where the story and passion behind the product often get lost.
The Collaboration with Queer Eye’s Tan France
So, how did Drizzle land a partnership with Queer Eye’s Tan France? It wasn’t pure luck; it was a combination of hustle, a great product, and a bit of serendipity. When Tan discovered Drizzle, he fell in love with not just the honey, but also Aja’s story and the company’s commitment to sustainability. They soon launched a two-pack honey collaboration featuring Tan’s favorite flavors, bringing a touch of glamour and celebrity flair to Drizzle’s brand.
The First Five Years: Trial and Error
Looking back, Aja admits that the first five years were all about trial and error—throwing darts at a board and seeing what would stick. She recalls the early days of burning through cash on different marketing experiments, many of which didn’t pan out. But each misstep brought new insights, and today, she’s found what works best for Drizzle. Now, the company’s marketing efforts are more focused, and every dollar spent goes further, generating the kind of returns that make a difference.
Aja’s Advice for Aspiring Entrepreneurs
Aja’s journey is a reminder that the entrepreneurial road is rarely straightforward. Her advice for others is to get plugged into a community of fellow entrepreneurs, particularly those in your own industry. "It’s a huge change in your business, there is such a difference to feeling isolated and feeling like you have a community there," she says. That network has been instrumental in helping her navigate the highs and lows, and she encourages others to actively seek out support systems.
The Sweet Taste of Success
Today, Drizzle Honey has become a well-recognized brand in Canada, available through multiple retailers and with a growing e-commerce presence. It’s proof that even the most unexpected challenges can be turned into opportunities if you’re willing to pivot and adapt. Aja Horsley’s journey with Drizzle is a testament to that—you just need to keep going, even when the bees turn on you.
So, the next time you drizzle some honey onto your toast or into your tea, remember that it’s more than just a sweet treat; it’s a symbol of resilience, hustle, and a bit of celebrity magic.
